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

Marketing plan 4
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.

Marketing plan 6
 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

Marketing plan 7
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.

Marketing plan 8
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

Marketing plan 9
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

Marketing plan
10
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

Marketing plan
11
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

Marketing plan
12
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.