University Marketing Plan: Grand Cafe Cuisine Restaurant Report

This report details a comprehensive marketing plan for the Grand Café Cuisine restaurant, aiming to expand its operations from Tiraspol, Republic of Moldova, to Barcelona. The report includes an executive summary, introduction, and a thorough situation analysis encompassing firm and business definition, PESTLE and microeconomic analyses, internal and market analysis, and a SWOT analysis. Strategic marketing and scenario formulation are discussed, including goal setting, targeting, and green strategies. The business plan focuses on the restaurant's objectives, which include opening a new restaurant in Barcelona, improving standards, expanding net margins, and initiating franchising. The report also covers the restaurant's structure, location, layout, and required resources, including equipment, permits, and staff. Market analysis includes segmentation of clients based on geographic and demographic factors, and the report concludes with a financial overview, including start-up costs, funding, and projected profit and loss for the first three years. The marketing plan emphasizes customization of services to meet customer needs and effective competitive strategies.

Marketing plan 1
Student name
University
Course
Date

Marketing plan 2
Executive summary
The main purpose of this report is to create a market plan to expand our restaurant that is
located at the city of Tiraspol, Republic of Moldova. The name of the restaurant is Grand
café Cuisine. The current business is currently running very smoothly but it is our dream to
have a new one in the city of Barcelona. This report has been commissioned by the Grand
Café Cuisine and the main objective of the market plan has been decided by utilizing
information that are from the three of us (the company shareholders). The key concept behind
this plan is to create a market plan that would assist the company to gain visibility of the new
restaurant before it is launched.
The theoretical context involve market planning and marketing. The marketing plan tools was
selected within the competences of the definite organization in question. The aim of the
marketing tools is to expand the company’s visibility.
All the tools and strategies of this market plan have been selected with the basis of the
company’s current situation and may be subject to change before the actual opening of the
restaurant. It would up to us to decide, the options to undertake and strategies to implement at
that time.

Marketing plan 3
Table of Contents
Executive summary....................................................................................................................2
Introduction................................................................................................................................4
1.0 Situation analysis.................................................................................................................4
a) Firm and business definition..............................................................................................4
b) External analysis................................................................................................................6
II. PESTLE analysis............................................................................................................6
II. Microeconomic analysis.................................................................................................6
c) Internal analysis..................................................................................................................8
d) Market analysis..................................................................................................................9
I. Market definition and analysis of the clients and potential available market.................9
II. Segmentation of the clients............................................................................................9
IV. Current marketing elements of the company and current value proposition.........10
V. Current targeting of the firm......................................................................................10
VI. Current market measurements and penetrated market measurement....................10
VII. Current positioning................................................................................................10
e) Swot analysis and its conclusion......................................................................................11
2.0 Strategic marketing and scenario formulation...................................................................12
I. Scenario formulation.........................................................................................................12
II. Generic strategic formulation..........................................................................................12

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III. Setting up the marketing goals.......................................................................................12
V. Formulating targeting strategies....................................................................................12
VI. Formulating green and sustainable strategies............................................................13
VII. Formulating repositioning strategies for brand, products and services of the firm......13
3.0 Conclusion..........................................................................................................................13
4.0 References..........................................................................................................................13

Marketing plan 5
Introduction
The purpose of the report is to construct a market plan or Grand café Cuisine upcoming
restaurant. The current restaurant is located at Tiraspol, Republic of Moldova. We started the
restaurant in the year 2012, the business was previously carried out in a temporary structure
but it has experience a continuers improvement because of streaming revenue which has been
realised since the start of the business. The main services that are offered are cuisine and
accommodation facilities (Chernev, 2018).
Grand Café Restaurant is still in progress of restaurant planning for the new venture in
Barcelona, in this case this market plan is intended to serve for a launch marketing and also
continuers marketing thereafter. The marketing plan was extracted after analysing the current
situation of the market in the city of Barcelona by utilising appropriate tools. The aim of the
plan is to provide a genuine approach for marketing of the restaurant within the company
capabilities.
1.0 Situation analysis
a) Firm and business definition
The business would a partnership form of a business and main objectives of the business idea
is to open a new business in Barcelona city. The name of the business as we said early is
Grand Café Cuisine which is going to provide accommodation facilities to tourist and the
locals, but it would focus mainly on customization of products and services for the foreigners.
Grand Café Cuisine
 Business orientation we are go to focus mainly on market orientation
where we would react to the needs of our clients to ensure that they are
satisfied with the good and services offered.

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 Firm statement and values
Mission statement: to sell remarkable and delicious cuisine that match
with tourist demand and to provide the customers with unsullied service by
exercising warmth, efficiency, graciousness, integrity and professionalism.
Vision statement: to become a famous restaurant, reaching the target of
tourist globally.
Values
I. Providing excellent services, unique food and neat environment
II. Enhance health, cure illness, prolong life and develop physiological
functions
III. Promote the economy of the local and traditional Italian, Turkish
and Russian culture based
IV. Minimize employment pressure of the local
 Firm business objectives and structure
Business objectives
I. 2019: To open new restaurant in Barcelona
II. 2020 : improve the standards of the existing restaurant, expand net
margin and net margin
III. 2021 :expand the restaurant to other regions
IV. 2022: reinforce the current scale and to initiate franchising.
Business structure

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The restaurant would be divide into three cuisine rooms, which would be Italian/seafood,
Turkish, and Russian. It would be developed with a good brand name with cuisine which
satisfy the needs and the culture of the said countries. The food would be customize to ensure
customer satisfaction, for example for the Turkish it would be possible to smoke shish. The
restaurant is going to provide customers with comfortable enjoyment with honest care that
would make customers to enjoy food and services of higher level. Grand Café Cuisine
Business Location
The restaurant would be located at near EI Prat Airport in Barcelona. The restaurant’s size
would be approximately 250 square metres. The place has a conducive environment which is
beautiful and cool. The traffic system in the area is convenient and it is only 30 minutes
working distance from the airport. Besides, the restaurant is next to the flushest area and are
lots of famous entertainment for the tourist
Form
The restaurant would a limited liability company. With time the company is going to
developed into large scale and it would be switched into a share company and is going to
enhance the development of the company.
Layout
The company restaurant would employ excellent professional designer. The restaurant
philosophy would try to utilize the available space to the fullest and make the place to be
exquisite.
The plan would be:
a) Pastry and kitchen, VIP rooms, normal areas tea show zone and the smoking zone.
The restaurant plan would realistic and guarantee customers privacy.

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b) The color of the restaurant is going to be decided later
c) Floor plan consist of
 Main Entrance – main gate where the customers would be able to enter
into the restaurant.
 Waiting Area – it would sufficient space for the customers to wait for the
service
 Full-Service Bar- it may act as a waiting area as well as foe private dining,
we are targeting to accommodate 120 people seated and 250 for standing
chamber.
 Dining room – when the guest pass the waiting area the next room would
be the dining room, it is the most crucial part of the restaurant. We are
looking forward to building an inviting, spacious and welcoming dining
room.
The restaurant will be subdivided as follows:
Fine dining – 15-20 square feet
Restaurant dining for full service 10- 15 square feet
Counter service: 14-17 square feet
Fast food: 11-14 square feet
Banguet : 11-12 square feet.
b) External analysis
II. PESTLE analysis
Political- in the recent years, with the issue of increase in the enrolment of students, more
graduates have a lot of pressure when looking for jobs. Most of the government policies
encourage self-employment. Currently most governments like that of Italy, Turkey and

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Russia is focusing on the growth and developments of their traditional culture and they are
trying their part in developing and spreading their traditional culture (Kuazaqui, 2015).
Economic- in the past few years the economy of Barcelona city has develop very fast
because of the influx of tourist, these has caused the economic improvement and most people
from the region are becoming rich. This have led to the consumers to have new consumption
thoughts and deep knowledge with the society.
Social – the social and cultural environment would involve the cultural background and the
population environment. The services and food staff would be from design to enhance the
cultural activities of different nations.
Technological- the restaurant would be design with modern technology from the food staff to
tools and equipment used in the kitchen.
Environmental – restaurants should be operate in a manner that does not pollute the
environment, waste from the restaurant should be recycled or treated very well before
disposal.
Legal - the start of the restaurants will mean that we will have to plan our type of food, menu
and restaurant décor but many legal concerns should also be address before serving our firs
client. Handling legal issues properly would help the business not to fall into legal actions or
fines. The government regulations and policies differ from one country to another and must
be adhered to accordingly. The requirements to fulfil this legal requirements may be zoning,
type of business structure licensing insurance and many others.
II. Microeconomic analysis
Sector/industry analysis
 Participants

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The participants the restaurant would be: the manager, chief chef,
chef 1, chef 2, chef helper, servant 1, servant 2 and servant 3
 Key technologies -
 Cost structure
Start-up summary
The start-up cost would involve rent, facilities, marketing, sales,
marketing and promotion, design of website, license amongst other
costs.
Start-up
Requirements unit: USD
Legal 1000
Rent 800
Facilities 5000
License 300
Other 5000
Start-up Assets
Initial capital 6000
Other current assets 5000
Fixed assets 1000
Total Assets 12, 000
Total Requirements 25, 100
Start-up Funding
Start-Up expenses to fund 13000

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Start-up assets to fund 1300
Total funding required 25100
Assets
Cash required from start-up 12000
Balance on starting date 12000
Total assets 12000
Capital and liabilities 12000
Liabilities 0
Current borrowing 0
Long-term liabilities 5000
Outstanding bills 0
Other current liabilities 0
Total Liabilities 0
Capital
Planned investment
Contribution from friends and relatives 1000
Others
Required additional investment 0
Planned investment total 100,000
Start-up Expenses 3100
Total liabilities and capital 12000
Total funding 25100

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Competition analysis
 Competitors roles
Our main competitors would be La Dama, Bar Canete and Enigma
this are the best restaurants currently that offer the same services
 Industry competitive structure
The competitive structure in Barcelona currently is very stiff,
nevertheless our organization would employ the following
strategies to beat the restaurant competition and increase revenue:
- Training of staff
- Do marketing of higher level
- Check quality of service and goods
- Utilize the modern technology
- Know the competition that exist
c) Internal analysis
I. Offering and resources analysis
We would need the following resources for the restaurant to run smoothly
Equipment and suppliers – we will require the following appliances for
the new restaurant: freezer, refrigerator, dishwater, cookware, pots and
pans among other equipment
Permit and licenses- we would be required to acquire licenses for the
operation from the local authorities of Spain. The permit that would be
required is health permit which is offered after the inspection of the work
place.

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Staff- Manager, chief, chef 1, chef 2, chef helper, servant 1 and servant
II. Value chain analysis
Operations- our main area of operations would be Barcelona city, tourist
and residents who would be free to be offered with accommodation and
food staff at a fee.
Services – our main services would be accommodation facilities
Marketing and sales
III. Performance analysis
The following table shows the profit and loss projection for our company
in the first 3 years

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d) Market analysis
I. Market definition and analysis of the clients and potential available market
We identify the market by analysing the existing restaurants in Barcelona and we found out
that most of the existing restaurants does not customize their services to meet the need of the
customers (Lidstone & MacLennan, 2017).
II. Segmentation of the clients
The current market segment of the industry is offer best segmentation which help the
company to target specific customers in order to maximize sales. The following are the
current and variable segments for the clients:

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Geographic- Grand café Cuisine target mainly tourist from Italy Russia and turkey who
come to Spain, the food and drinks would be customized to fit the cultural practices of the
tourist.
Demographic- the target group of people would be both male and female over the age of 16
years regardless of occupation or social-economic group.
Psychographic – the restaurant would be useful to people who enjoy eating organic and
cultural food
Behavioural- the Grand café Cuisine is going to attract individuals in the society who like to
spend heavily to meet their satisfaction.
IV. Current marketing elements of the company and current value proposition
Pricing- our current pricing is premium, it is design to provide consumers
with high quality products and service. The price is based on targeting on
different clients so as to meet their different needs. Our pricing strategy is
also reputational, most clients may have thoughts to perusing reputation of
some goods or services. In this case we set up our prices to be higher than
the similar products or services so as to remove psychological barriers.
Positioning – our quality products and services focus on three points that
is: tasty and refined food, fresh and elegant atmosphere and friendly
services
Promotions
Our products and services are current being advertise twice a day in a local
television channel we have also booked newspapers and magazines to
provide frequent advertisement to our clients. For the past two year we

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have been able to create brochures, fliers and post cards. This has help so
much in creating awareness of existence in the market and the services we
offer.
V. Current targeting of the firm
We are currently targeting tourist that come mainly from Italy, Turkey and
Russia and the Barcelona city residents as well
VI. Current market measurements and penetrated market measurement
Current market measurement
Currently we have approximately 50,000 people residing in Tiraspol city and about 30
percent of the frequently come to the restaurant. An average of 100 tourist are received in the
region every day and about and most of them seek accommodation from our restaurant.
(Gilligan & Lowe, 2018).
Forecast market measurement- we are looking forward to expand the market by opening the
new one in Barcelona and concentrate more on customer specification so as to increase the
sales. We are targeting a total 200 tourist daily and about 5% of the population who reside in
Barcelona city.
VII. Current positioning
Our quality products and services focus on three points that is: tasty and
refined food, fresh and elegant atmosphere and friendly services.
e) Swot analysis
Strengths
Cultural atmosphere- the products and services would be design to fit the cultural
practices and beliefs to the visitors. The restaurant would have a high culture of high class

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with unique catering and special characteristics and would be based on deep ethnic
background
Healthcare care – among the products that would be offered is the Chinese flower,
these flowers when consumed would improve the immunity of the body, reduce body internal
heat, regulate body function and improve eye sight amongst other advantages
Location advantage- the chosen place is Barcelona city, Spain. This place has a very factors
which are beneficial to the tourist (Theaker, 2017).
Weakness
Lack of capital- cost advantage does not exist. Catering industry has grown very sharply in
the past five years. Some brands are also increasing their marketing. This may bring us some
negative impact to our restaurant (Stephenson, 2018).
No specific group of customers- the expected customers are only base on the number of
tourism arrival into the area but there is no guarantee that they would need for the services,
another thing is that some of them may not be aware of the products flavor or health function
and may take time for the customers to realize and accept (Paley, 2017).
Opportunity
Due to the constant development of Spain’s catering industry, income and employment
quantity isi increasing in the industry. Most of the restaurants in Spain have started to realize
the importance of brand shaping, aiming on the advancement of the scale of business by
utilizing franchise and business chain. Many restaurants in the area deal mainly the western
food, the food is booming gradually but most of them are still operating on low scale. Today,
as level of income is advancing, customers will not only get interested with the taste of the
food but it will also look it at the food diversification, health leisure, balance nutrition,

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cultural connotations and the dinning environment. The current Spain’s catering industry,
most of the companies have started to focus on the development of food product and
transferring food culture (Silva and Las, 2017).
Threats
The basis of a catering industry is to have delicious food and excellent services, for this to be
realized there must be an excellent administrative staff, waiters and chefs. Due to the
existence of many kind of business in Spain, the organizations are in demand for customers
and talented employees as well. Currently we do not have sufficient managers and chefs in
the industry this has the sensation of talent grapping (Davis, 2017).
Because the business is new and we do not have enough capital, it is difficult for us to grab
talents which would be a big threat to our business.
2.0 Strategic marketing and scenario formulation
I. Scenario formulation
The following table shows the assumption of the revenue that would be received per week.
Scenario forecasting measuring
Breakfast Lunches Cost per unit Total
Monday 50 100 120 2700
Tuesday 50 100 120 2700
Wednesday 25 50 60 135
Thursday 75 150 180 4050
Friday 75 150 180 4050
Saturday 75 150 180 4050

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Total revenue 17,675
Profitability and productivity forecasting measurement- we anticipate to realize have a
net profit of 120,000, 140,000 and 160, 000 in the first send and third year respectively
II. Generic strategic formulation
Ansoff’s matrix give us the four matrix that we are going to employ for our growth strategy:
(Gurcaylilar & Aksoy, 2018).
 Market penetration- an organization seek to attain growth utilizing the existing
products existing in the current market segment which would aim at increasing the
market share.
 Market development – Ansoff states that a firm will seek growth and development by
targeting the products which are existing and change it into a new market segment.
 Product development – an organization would pursue to develop new product which
target the current market segments.
 Diversification- an organization develop by diversifying into new venture by creating
new products for new markets
III. Setting up the marketing goals
Our marketing goals would be based on the following factors
Satisfaction of customers and loyalty – our key objectives our restaurant is to ensure that
our customers get satisfaction of our goods and services in order to build repeat visit. In a
research done by National Restaurant Association found out that 66% of adults in America in

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the 2014 reveal that they would keep using the same restaurant only if their loyalty and
reward would be taken care of (Cravens & Piercy, 2010).
Restaurant traffic generation – this means that growing the base of the clients and to have
the busiest meal services. To attain this objective we would put in place heavy advertisements
and carrying out promotional activities.
Achievement of financial goals – our main goal of this business is to make profit. Our goals
will be outlined and measured after every week to determine our visibility. We will try our
best to reduce cost in order to maximize profits (Burns, Bush & Sinha, 2014).
V. Formulating targeting strategies
We are going to formulate mainly on differentiation marketing, niche marketing and micro
marketing. In new venture we are going to provide clients we separate offerings according to
their origin. Each of the three cuisine would have unique benefits that benefits difference
class of people according to their culture. With the niche marketing strategy we are going
focus mainly on group of individuals, the three rooms would be libelled turkey, Italy and
Russia and it would focus mainly to benefits of these class of people. We are going to figure
out also the issue of micromarketing by preparing food staff that target only individual from
certain location (Brooksbank, Subhan and Miller, 2018).
VI. Formulating green and sustainable strategies
Prior knowledge of business location - before we open our new business in Barcelona it
would be very important for us to know what is on the site first of all, these may be water,
habitat, plants and many others.
Selecting a good building architecture- we are going to locate a site that meet our meet the
needs of our building program. We are not going to force a building size and design that does

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not fit our requirements. This will help us minimize consequences from grading or erosion
issues and will make site maintain the natural resources.
Water management- issue of scarcity of water and poor drainage will be addressed
through the design of treating rain water, capture and store it for re-use.
VII. Formulating repositioning strategies for brand, products and services of the firm
We are going to set up our product position to high class restaurant with lots of
wealth enjoyment and cultural atmosphere. We are also going to maintain our
unique high flavour food and excellent services. Because our target customers are
the tourist and are wealthy. We will set our initial prices in Barcelona to be a bit
higher because we will be dealing with high class of people (Bentley, 2018).
Quality positioning- our restaurant would provide high quality products than that
is in the existing market. We will prioritize in meeting the customer satisfaction
by providing products and services of higher customization. We will keep learning
from other organization that perform very well so as to improve on our dishes.
Price positioning – our pricing services would remain to be premium prices with
good services and excellent products with high customization
Brand positioning –we are going to gather different needs and feelings when
creating brands. The business would be managed with latest theories, acquiring
the needs of the customers and also establishing a good reputation of excellent
services.
3.0 Conclusion
For us to develop this business idea we did a comprehensive research from various journals,
articles, books and internet sources, out of this we gain a lot of knowledge which help us

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develop this market plan for the new business. We have learn how to: create a business idea,
identify potential market, analyse market and how to compete favourably with existing
competitors (Andreasen, 2018).

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4.0 References
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Marketing (pp. 3-19). Psychology Press..
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Plan. Pacific Journal of Health, 1(1), p.2.
Brooksbank, R., Subhan, Z. and Miller, S., 2018. What differentiates successful strategic
marketing among manufacturers in an emerging vs developed market?. Asia Pacific Journal
of Marketing and Logistics, 30(2), pp.309-332.
Burns, A.C., Bush, R.F. and Sinha, N., 2014. Marketing research (Vol. 7). Harlow: Pearson.
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Cravens, D.W. and Piercy, N., 2010. Strategic marketing (Vol. 7). New York, NY: McGraw-
Hill.
da Silva, E.C. and Las Casas, A.L., 2017. Sports Marketing Plan: An Alternative Framework
for Sports Club. International Journal of Marketing Studies, 9(4), p.15.
Davis, J.A., 2017. Measuring Marketing: The 100+ Essential Metrics Every Marketer Needs
3rd Edition. Walter de Gruyter GmbH & Co KG.
Gilligan, C. and Lowe, R., 2018. Marketing and Healthcare Organizations. CRC Press.
Gurcaylilar-Yenidogan, T., & Aksoy, S. 2018. Applying Ansoff’S Growth Strategy Matrix
To Innovation Classification. International Journal of Innovation Management, 22(04),
1850039.

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Kuazaqui, E., 2015. Considerations on the Marketing Plan for Brazilian Micro
Enterprises. Revista de Micro e Pequenas Empresas e Empreendedorismo da Fatec-
Osasco, 1(1), pp.3-21.
Lidstone, J. and MacLennan, J., 2017. Marketing planning for the pharmaceutical industry.
Routledge.
Paley, N., 2017. How to Develop a Strategic Marketing Plan: A step-by-step guide.
Routledge.
Stephenson, D., 2018. The president and strategic communications: Finding balance and
trust. Community College Journal, 88(4), pp.6-7.
Theaker, A., 2017. What is public relations?. In The Public Relations Strategic Toolkit (pp.
17-27). Routledge.