MARKETING PLAN

Marketing Plan

Marketing Plan

Introduction

781 Restaurant (781 Restaurant) is created in 2000 to provide gourmet food catering to corporate and private functions. As more companies and hotels have jump onto the bandwagon, the restaurant is facing a new service dilemma. This new service should take advantage of the restaurant's strength and experience so as to ensure success. The recent American Workplace Industrial Relations Survey 1995 shows that there is an increased in working hours.

Restaurant

The current organizational culture at 781 Restaurant promotes high customer satisfaction, innovative thinking and employee ownership. Our customers will be satisfied when they receive high quality food and service from informed employees who are empowered to make decisions for the good of the restaurant.

On the other hand, a balanced diet is an essential part of healthy living. HealthInsite is an American Government initiative, funded by the Department of Health and Ageing. It aims to improve the health of Americans by providing easy access to quality information about human health. The Commonwealth Department of Health and Ageing published the American guide to healthy eating and the National Health and Medical Research Council (NHMRC) published the Dietary guidelines for all Americans (Garner 1999).

Marketing Objectives

From October 2004 - October 2006, staff will network with potential clients to host at least four 781 Restaurant parties each month. Parties allow potential clients to gather friends for a presentation of our services, sample of our meals, and demonstrate our website. Customers who host a Deli-Food Service party will receive 50% off of their first weekly order, and 25% off of two same-day orders (Avery 2006).

Strategic Position

Normally, there are three useful main concepts and techniques will be used in discussing the strategic position, which are Service Life Cycle (PLC), Service Portfolio models and the concept of sustainable competitive advantage. In this case, Service Life Cycle that means 'the course of a service's sales and profits over its lifetime' has been chosen (Kotler & Armstrong, 1999)

Organization

The marketing unit for 781 Restaurant will initially be organized by types of customers (Roth and Stewart 1999). Categories for customers are weekly clients or daily customers. Weekly clients are those ordering three to five meals during a week, serving one to six people. Weekly clients will select two delivery days on a window of time for the food to be delivered.

The Evaluation and Control

Our guiding mission is to deliver superior quality services and services for our customers and communities through leadership, innovation and partnerships. To measure the success of the plan, customer feedback and report selling will be carried out the end of the plan. Information obtained will be used to make improvements in the future and also better serve the group of customers. 781 Restaurant (781 Restaurant) will seek for the customer feedback through open-end questionnaire, close-end questionnaire and interview from its customer. In order to measure the plan, the report selling everyday will helps 781 Restaurant understand the customers need indirectly.

Marketing Channel Strategy

Our restaurant has recently developed a new line of 781 restaurant ...