Ritz-Carlton Sales Strategy: Sea Food Product Launch & Marketing Plan

This document presents a sales plan for Ritz-Carlton's launch of sea food in the UK market, targeting youngsters and high-profile individuals. The plan outlines primary sales objectives, potential competitors like Four Seasons and Hilton, and a proposed price of £39 using psychological pricing. Promotional methods include interactive advertising, TV commercials, emails, and social media campaigns. The goal is to increase profits by 20% and expand the customer base, gaining a competitive edge. The presentation concludes that launching sea food will generate higher revenue for Ritz-Carlton.

TASK 2
SALES PRESENTATION FOR A PRODUCT OR
SERVICE (2.1 & 2.2)

COMPANY OVERVIEW
Ritz-Carlton is one of the leading brands in hospitality and tourism industry. It is the luxurious subsidiary
brand of Marriott International with having number of hotel in different parts of the world. Organisation
offers luxurious accommodation and other services with high quality so as to gain a competitive edge over
others.

SALES PLAN
For every sales plan, marketing mix is needed to be taken into consideration:
PRODUCT:
Sea food is selected here for which a sales plan will be developed as it is in high demand and thus, Ritz
Carlton has an opportunity to grab this market segment of customers.

PRIMARY SALES OBJECTIVES
Major aim of Ritz Carlton is to launch a new product in their food and beverages section, that is,
sea food.
As it is in high demand, so, to meet this market segment, it will prove to be profitable.
Initially, the product will be launched in UK and it will be available on all restaurants of the
Hotel Ritz Carlton.
Organisation aims at generating 20% increase in their profits with this launch.

POTENTIAL COMPETITORS
Main competitors of Ritz Carlton that are offering similar products and services are:
Four Seasons Hotel
Hilton Hotel
Hyatt Hotel, etc.

PROPOSED PRICE
With the help of psychological pricing strategy, hotel will set £39 as the price of offered sea food.
It will help the organisation to gain attention from different set of customers.
Thus, customers of different age groups will be attracted towards firm.
Ultimately, major goal of Ritz Carlton that is of increasing customer base will be achieved.

TARGET CUSTOMERS
PLACE:
Organisation will target youngsters of UK who prefer to try new dishes and love to have non-
vegetarian food, especially the sea food.
These youngsters will be in between the age 18 to 28 years.
Also, high profile people who can afford expensive food will be targeted by Ritz Carlton.

PROMOTION
In order to promote the product, Ritz Carlton will undertake different promotional methods like:
 Advertisement of interactive mode
 TV commercials
 E-mails
 Hoardings and banners
 Running campaign over social media platform

CONCLUSION
It can be concluded that Sea Food of Ritz Carlton will prove to be one of the best concepts that
will generate higher revenue for the business by boosting the sales volume. Through this,
ultimate aim of organisation will be attained, that is, to increase its customer base and gain a
competitive edge over other competitors. Thus, launching Sea Food is a successful idea.

REFERENCES
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Gray, D. C., 2010. Sales and Operations Planning Standard System: With Reference Software.
Trafford Publishing.
Yoo, M. and Kitterlin, M., 2013. Projecting sales and costs for the food service
operation. Hospitality Review. 1(1). p.7.
Thomé, A. M. T. and et.al., 2012. Sales and operations planning: A research
synthesis. International Journal of Production Economics. 138(1). pp.1-13.