Marketing Plan for Tall Ship Race Event: Roker Beach, July 2019

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MARKETING PLAN
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Executive Summary
The assignment is with respect to the process of scheduling Tall Ship Race in July 2019 in which
a large number of activities will be organised on Roker beach. Sources of entertainment will be
available in the event along with drinks and food. A marketing plan has been developed in the
assignment using marketing mix, STP analysis, along with the analysis of macro-environmental
and micro-environmental factors of the organisation. The objectives, as well as the mission of the
organisation, have been discussed in the assignment along with the budget that is required for
marketing the event among people.
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Table of Contents
Introduction......................................................................................................................................4
Mission............................................................................................................................................4
Vision...............................................................................................................................................4
Objectives........................................................................................................................................4
Environmental analysis....................................................................................................................5
STP analysis.....................................................................................................................................8
Marketing mix...............................................................................................................................10
Budgeting.......................................................................................................................................11
Reference List................................................................................................................................12
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Introduction
Rhubarb Food Design Ltd was established in the year 1996. The organisation has evolved
manifold since its inception in the hospitality industry. Rhubarb tries to create good memories
for its customers at various locations. The organisation works in order to provide the best quality
services to the customers so that they enjoy the food and drinks that they are being served. The
organisation has its offices at two locations in New York and London. The organisation is
expanding at a global level by opening new restaurants in various countries. Experienced as well
as skilled staffs are operating the organisation, as they feel connected to the organisation and
have aided it to grow. The marketing plan of Rhubarb Food Design Ltd has been illustrated in
the report such that the event that will be organised gains publicity and can emerge successful.
Mission
Rhubarb Food Design Ltd aims at providing valuable and quality services to the customers so
that they are satisfied with it. The organisation wants to make sure that the events in which
people participate are memorable.
Vision
Rhubarb Food Design Ltd devises plans or strategies so that strategic growth is underpinned in
each of its business channels.
Objectives
The objectives of Rhubarb Food Design Ltd have been listed below:
 To make sure that its staffs are passionate about their work and are proud of the organisation
they work in.
 To be innovative and creative in its approach so that it can offer something new to its
customers (Rhubarbgroup.com, 2019).
 To devise plans or strategies so that strategic development can be supported in each of its
business channels.
 To be respectful and humble in its approach to celebrating success
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 To work incessantly in order to achieve excellence in its endeavours
Environmental analysis
SWOT analysis
In order to make proper plans and take apt measures, it is necessary that environmental forces
that affect the operation of an organisation be analysed effectively. The SWOT analysis of
Rhubarb Food Design Ltd has been done below in the table.
Strengths Weaknesses
 The organisation is focussed on innovation
so that better quality services can be
provided to people.
 The organisation emphasises on providing
better working conditions to its employees.
 The organisation is customer-centric as it
strives to make the experiences derived by
the customers memorable.
 The products and services are unique
 The recipes are genuine
 The products are of high-quality
 The management of the organisation is not
effective.
 The management of the organisation does
not consider the personal development of
the employees to be important.
 The hard work of the employees is not
recognised, that is, rewards and recognition
programs are not organised in the
company.
 Customers are not well aware of the brand
 Not enough workforce
Opportunities Threats
 Since the organisation is focussed on its
customers, the clients are satisfied with its
services and give positive reviews
regarding the organisation.
 The hospitality industry in the United
Kingdom is growing at a high rate that has
increased the chances for Rhubarb Food
Design Ltd to increase its profitability.
 The organisation is expanding and opening
its branches in several locations that will
 The withdrawal of the UK from the
European Union Law or Brexit has affected
the operation of the organisations in every
industry in the country.
 Bad management of the organisation can
increase the turnover rate of the
organisation.
 The competition in the hospitality and food
industry is increasing in the UK market.
 The nature and location of the event might
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aid the organisation to increase its
profitability.
 It aims to develop a sustainable business

not prove to be beneficial for the
organisation.
Figure 1: SWOT analysis
(Source: Created by the learner)
Thus, the above table signifies the weaknesses, strengths, threats, and opportunities of the
organisation. It can be stated that the organisations need to put efforts in the enhancement of its
operation so that its operation can be made better and its staffs can be satisfied. If the employees
of the organisation are satisfied then their productivity will increase that, in turn, will enhance
the productivity of the organisation thus increasing its profitability.
PESTEL analysis
The analysis of macro-environmental forces has been illustrated below, that is, the political,
environmental, social, technological, economic, and technological factors have been analysed
below with respect to the operation of Rhubarb Food Design Ltd below:
 Political factors: The United Kingdom is a politically stable nation. However, Brexit has
affected the stability of the country. It is believed that Brexit has positive as well as
negatively affected the operation of the organisations in the country. Brexit has become one
of the many political issues in the country that has affected every aspect of the country. It has
been predicted that Brexit will reduce overcrowding in the country and will resolve the
problems related to multi-currency in the country (Theweek.co.uk, 2019). The rates of tax
will decrease in the country thus reducing the cost of operation of the organisations thereby
decreasing the cost of items in the UK market. However, the number of skilled labours in the
country has decreased due to Brexit. Moreover, it has also affected the financial system of
the country, thus with respect to Rhubarb Food Design Ltd it is required that proper strategies
are devised in order to deal with the negative effects of Brexit.
 Economic factors: Brexit has affected the economic stability of the country that in turn has
affected the operation of the organisations in it. The country has a high per capita GDP
(Gross Domestic Product) that is approximately 44177 USD. It is expected that the rate of
GDP will increase by 2% in 2019. However, the economic growth of the country became
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sluggish at the end of 2018. The economy of the country has recovered from the financial
crisis but it is affecting the operation of the organisations in the countries (Lse.ac.uk, 2019).
It is required that Rhubarb Food Design Ltd (RFD)takes into account the financial crisis as
well as the sluggish economic growth of the country so that it take apt measures in order to
cope up with the situation and emerge successful in its endeavours.
 Social factors: The perception of people in most of the countries with respect to the food
they eat has changed. People have become concerned about obesity moreover most of the
people in the country are aged. Thus, it is required that the organisation takes apt steps so that
it can meet the changing demands of people in the country so that the profitability of the
organisation can be increased. It is necessary that the organisation checks the presence of oil
and fats in the food that it offers to the customers so that their requirement with respect to
healthy food can be met effectively and people of all age group enjoy the services provided
by the company and derive satisfaction.
 Technological factors: The UK has been advanced technologically since the beginning. The
country has always taken the initiative in terms of accepting the latest developments in the
field of technology thus the organisations operating in the country get several opportunities
to enhance their process of production and increase their yield thus increasing their
profitability (Assets.publishing.service.gov.uk, 2019). It is necessary that RFD adopt the
latest technologies so that it can assess the needs and demands of people properly and can
serve them efficiently. It is necessary that the organisation use the modifications and the
developments in technology with open hands so that it can enhance its operation and increase
its profitability.
 Environmental factors: The degradation of the environment has become a global issue. The
countries are taking several measures in order to protect the environment from deterioration.
In the same way, the UK government has devised several policies with respect to the
protection of environment. Therefore, it is required that RDF abides by the rules and
legislation of the country so that it can operate smoothly and make sure that the adverse
effect on environment is mitigated (Azocleantech.com, 2015). The changes in the climatic
conditions like global warming, use of plastics have affected the environmental stability thus
it is required that the organisation looks into these factors closely so that its operation can be
enhanced.
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 Legal factors: The government of the UK has devised several laws and regulations that affect
the operation of organisations in the country. The legal policies that affect the operation of
the organisations in the country are consumer law, discrimination law, copyright law, safety
laws, health laws, employment law, fraud laws, export or import laws, and pyramid scheme
legality (Uk.practicallaw.thomsonreuters.com, 2019). In order to operate smoothly in the
country it is required that RFD strictly adheres to the legislations of the country so that it can
operate smoothly in the country without many hurdles.
STP analysis
STP stands of segmentation, marketing, and positioning. The STP model comprises of three
measures that aid an organisation to analyse the products and services that an organisation offers
to the customers and communicates the advantages associated with its services effectively to the
customers (DeSarbo et al., 2017). The three steps that are a part of the STP model are
segmentation of the market, targeting the best clients, and positioning the products as well as the
services that the organisation offers to the customers.
Segmentation
Segmentation is the process of categorising the people in a country into groups based on their
needs and characteristics. It aids an organisation to meet the needs of the customers effectively.
 Demographic: The attributes of people are used to segment the customers based on marital
status, education, sexuality, occupation, education, ethnicity, gender, or age. In this way, the
organisation offers its services and products to which it wants to appeal.
 Geographic: In case of geographic segmentation, the customers are categorised based on
their location like state, region, city, neighbourhood, or country (Andaleeb, 2016).
 Psychographic: The process of categorising the people in a country based on their lifestyle,
personality, risk, values, or aversion is known as psychographic segmentation.
 Behavioural: In case of behavioural segmentation, the customers are divided on the basis of
their loyalty, their needs, and the way they use their product (Paker and Vural, 2016).
Targeting
Targeting refers to the choice of potential clients that an organisation wants to appeal or please.
Targeting tales place after segmentation of the customers (Camilleri, 2018). In order to promote
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the event that is going to be organised in Roker beach, it is required that RFD uses behavioural
and geographic segmentation. With respect to the use of geographic segmentation, the
organisation will promote the event of Tall Ship Race in Sunderland and the areas or regions
surrounding it. Therefore, it can be stated that RFD will target people in the regions around the
Sunderland as well as people living in Sunderland so that they participate in the event and use
the services offered by RFD (Pyo, 2015). The organisation must use behavioural segmentation in
order to target the customers so that the needs of the customers can be met effectively and they
enjoy the experience they gather in the event. It is required that the company uses market
research in order to know the expectations they have from the event so that the organisation can
offer its services and food to people as per the requirements and needs.
Positioning
Positioning refers to the position that an organisation has with respect to its competitors in the
minds the customers or the uniqueness that its services have from the services offered by its
customers (Venter et al., 2015). The positioning map of RFD has been depicted below in the
figure.
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High Price
Low Price
High qualityLow Quality
Figure 1: Positioning map
(Source: Created by the learner)
The positioning map above signifies that RFD falls in the third quadrant of positioning map that
is low price and high quality. Thus, it can be stated that the organisation’s position is good with
respect to the perception of the customers as compared with its rivals like Dine Catering Ltd and
Lexington Catering Ltd that falls in the second quadrant that is high price against high quality.
The Atlantic Group falls in the first quadrant that is high price against low quality.
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Marketing mix
The marketing mix implies to a model that are undertaken by various organisations to achieve
the objectives developed by the business. The marketing mix consists of a set of equipment of
marketing that can aid an organisation to achieve its objectives efficiently. The marketing mix of
RFD has been illustrated below:
 Product: It is required that RFD offers healthy food to its people. The cutleries that the
organisation must use must be clean so that the customers’ health is not affected adversely. It
is required that the food provided to people in the event must be free from fat and cholesterol
so that people do not worry about its effect on their health however it is required that the
organisation focuses on the taste of the food it offers. The organisation must consider the
quality of its food to be the most important factor. The organisation must serve alcoholic as
well as non-alcoholic drinks based on the choice of the customers so that every person is
satisfied (Fan et al., 2015).
 Price: It is necessary that the organisation offer its services and food at a reasonable rate.
Only if the price of the food that the organisation offers is low only then the organisation can
increase its sales in the event so that the revenue that it generates is increased (Datta et al.,
2017). Moreover, high quality and low price will further enhance the reputation of the
organisation in the market.
 Place: The organisation must have its presence in the centre of Roker beach so that it can
attract the attention of people in the event from the beginning. It will aid the organisation to
increase its sales thus increasing the profit that it earns.
 Promotion: The organisation must use traditional as well as digital marketing techniques in
order to increase its reach among the customers. The online techniques of marketing will aid
the organisation to reach mass at low cost that is using social media marketing PPC. The
organisations can also advertisements on television and radio so that more people can be
made aware of the event so that they are attracted to the event and make sure that they attend
the event.
Pricing strategy
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