University Marketing Plan Project: Delicious Dining Restaurant

This project presents a detailed marketing plan for Delicious Dining, a restaurant focused on Asian and Asian-fusion cuisine. The plan begins with the restaurant's mission, which emphasizes quality food and atmosphere. It outlines business objectives, including revenue growth, increased corporate citizenship through food bank support, workforce expansion, and national branch expansion. A SWOT analysis is included, examining the restaurant's strengths, weaknesses, opportunities, and threats. The target market is identified, followed by a marketing mix analysis covering product offerings (Asian-inspired dishes), promotions via social media, current locations in New York and Washington, and a value-based pricing strategy. The plan is supported by references to relevant academic sources. The assignment also includes an analysis of the Champagne Glamorous Fashion store, including its mission, target market, and business model, and provides a marketing plan example including business description, industry analysis, SWOT, marketing mix, marketing research, financial projections, implementation, and references.

DELICIOUS DINING
NAME OF THE STUDENT
STUDENT ID
NAME OF THE UNIVERSITY

MISSION:
Delicious dining is determined in becoming one of the best
restaurants in united states in terms of quality of food and
atmosphere.
The mission statement of the company reflects the urge of the
company in delivering top quality food products to the customers
of the company.
The core values of the business actions of the company are
observed to be the value based pricing for their services and
delivery of fresh food products (Chiu & Hsieh, 2016).

BUSINESS OBJECTIVES:
 The company has the objective of achieving a 5% year on year growth in their
revenue (Demirguc-kunt, Klapper & Singer, 2017).
 The company expects to improve their corporate citizenship by supporting
various food banks through delivering their excessive food products.
 The company has the objective to increase their workforce by at least 2% at the
end of this financial which signifies the urge of the company in generating
increasing employment.
 The company is determined to enhance their presence across the nation with
increasing opening of their branches across the nation (Lynch & Jin, 2016).

SWOT ANALYSIS:
Strengths
 The company is able to develop diversified training facilities for
their employees which improves their capability in delivering
quality services to their customers.
 The company is able to develop a strong supplier networks for
sourcing fresh raw materials for their products.
 The substantial infrastructure of the company is one of the
important strength which is well utilized by the organization. The
infrastructure of the company enables the same to deliver a
pleasant atmosphere to their customers. As a result, it is
understandable that the success of the company in achieving
their value proposition is largely dependent on the excellent
infrastructure of the company (Khalilzadeh, Ozturk & Bilgihan,
2017).
Weaknesses
 The main weakness of the company is the inaccurate management
of the marketing activities from the part of the company. The
company is observed to have a comparatively limited presence in
the social media and online platforms which affects the success of
the same in communicating and interacting with their customers.
 The company is observed to have limited store presence in the
nation and that is limiting the capability of the same in increasing
their revenue.
Opportunities
 The company has the scope of increasing their branches and
store outlets across the nation for conducting a sustainable
business.
 The company has the opportunity to develop strong social media
presence in various social media platforms such as the Twitter
and Instagram. Along with that, the company is required to
conduct offline marketing activities through the various
newspapers such as New York Time, USA Today and The Wall
Threats
o One of the major threat for the company is the increasing costing of the
human resources. The company employs a substantial amount of human
resource in various teams such as the kitchen management team, floor
management team, cashiers and floor cleaning team. As a result, the
increment in the charges of the employees will be a threat for the financial
sustainability of the company (Lee, Hallak & Sardeshmukh, 2016).
o Along with that, the tough competition of the market from the part of the
competitor organizations such as Benihana, HuHot Mongolian Grill, Kona Grill,

TARGET MARKET
Criteria Target
Gender The company targets both male and female customers as individuals from
both the genders conduct repetitive purchases of the products and services
of the company.
Age The company targets younger generation as the mentioned group has the
tendency of spending more in comparison to other group of customers The
target market for the company is customers belonging to the age group of
20 to 45 years (Jalilvand et al. 2017).
Income Level The company targets the customers with an annual income of 50000 US
dollars or above.
Other Preferences As the company sells products of Asian or Asian fusion cuisine, the
customers who have a certain amount of linking of the mentioned cuisine
will be the main target for the company.

MARKETING MIX
Product:
The products of the company are primarily the dishes of Asian or Asian fusion. Some of the bestsellers in the
product offerings of the company are Asian BBQ chicken, Vietnamese dumplings, Burmese Khao suey,
grilled fish with south-east Asian dressing, chilli chicken, Thai fish curry, diced chicken in black bean sauce,
Japanese prawn tempura, Asian sesame chicken salad and hazelnut Asian lettuce wrap.
Promotions:
The company has a stable presence in Facebook and YouTube and they uses the same for their promotions.
Place:
The company is currently operating in New York and Washington.
Pricing:
The company utilizes value based pricing for the services that they offer to the customers.

REFERENCES
BIBI, F., GUILLAUME, C., GONTARD, N., & SORLI, B. (2017). A REVIEW: RFID TECHNOLOGY HAVING SENSING APTITUDES FOR FOOD INDUSTRY AND THEIR
CONTRIBUTION TO TRACKING AND MONITORING OF FOOD PRODUCTS. TRENDS IN FOOD SCIENCE & TECHNOLOGY, 62, 91-103.
CHIU, J. Z., & HSIEH, C. C. (2016). THE IMPACT OF RESTAURANTS’ GREEN SUPPLY CHAIN PRACTICES ON FIRM PERFORMANCE. SUSTAINABILITY, 8(1), 42.
DEMIRGUC-KUNT, A., KLAPPER, L., & SINGER, D. (2017). FINANCIAL INCLUSION AND INCLUSIVE GROWTH: A REVIEW OF RECENT EMPIRICAL EVIDENCE. THE
WORLD BANK.
JALILVAND, M. R., SALIMIPOUR, S., ELYASI, M., & MOHAMMADI, M. (2017). FACTORS INFLUENCING WORD OF MOUTH BEHAVIOUR IN THE RESTAURANT INDUSTRY.
MARKETING INTELLIGENCE & PLANNING.
JOGARATNAM, G. (2017). THE EFFECT OF MARKET ORIENTATION, ENTREPRENEURIAL ORIENTATION AND HUMAN CAPITAL ON POSITIONAL ADVANTAGE: EVIDENCE
FROM THE RESTAURANT INDUSTRY. INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT, 60, 104-113.
KHALILZADEH, J., OZTURK, A. B., & BILGIHAN, A. (2017). SECURITY-RELATED FACTORS IN EXTENDED UTAUT MODEL FOR NFC BASED MOBILE PAYMENT IN THE
RESTAURANT INDUSTRY. COMPUTERS IN HUMAN BEHAVIOR, 70, 460-474.
LEE, C., HALLAK, R., & SARDESHMUKH, S. R. (2016). INNOVATION, ENTREPRENEURSHIP, AND RESTAURANT PERFORMANCE: A HIGHER-ORDER STRUCTURAL
MODEL. TOURISM MANAGEMENT, 53, 215-228.
LYNCH, R., & JIN, Z. (2016). EXPLORING THE INSTITUTIONAL PERSPECTIVE ON INTERNATIONAL BUSINESS EXPANSION: TOWARDS A MORE DETAILED CONCEPTUAL
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PFCHANGS.COM (2020). ASIAN CUISINE & CHINESE FOOD RESTAURANT | P.F. CHANG'S. RETRIEVED 29 FEBRUARY 2020, FROM HTTPS://WWW.PFCHANGS.COM/
POSIST.COM (2020). EMERGING RESTAURANT INDUSTRY TRENDS IN THE US SHAPING THE INDUSTRY IN 2019 | THE RESTAURANT TIMES. RETRIEVED 29
FEBRUARY 2020, FROM HTTPS://WWW.POSIST.COM/RESTAURANT-TIMES/USA/RESTAURANT-INDUSTRY-TRENDS.HTML
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WU, K., RAAB, C., CHANG, W., & KRISHEN, A. (2016). UNDERSTANDING CHINESE TOURISTS' FOOD CONSUMPTION IN THE UNITED STATES. JOURNAL OF BUSINESS
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