A MARKETING PLAN FOR A RESTURANT CREPES EXPECTATIONS

A marketing plan for a restaurant: Crepes Expectations

A marketing plan for a Restaurant Crepes Expectations

Abstract

The purpose of this report is to design a marketing plan for Crepes Expectation Restaurant. Marketing plan for Crepes Restaurant is necessary as it helps to achieve one or more marketing objectives. It can be for a product or service, a brand, or a product line. Marketing plans cover between one and five years. A marketing plan may be part of an overall business plan. Solid marketing strategy is the foundation of a well-written marketing plan. While a marketing plan contains a list of actions, a marketing plan without a sound strategic foundation is of little use. The segmentation and marketing mix techniques are discussed in the report.

Introduction

In most organizations, "strategic planning" is an annual process, typically covering just the year ahead. Occasionally, a few organizations may look at a practical plan which stretches three or more years ahead.

To be most effective, the plan has to be formalized, usually in written form, as a formal "marketing plan." The essence of the process is that it moves from the general to the specific; from the overall objectives of the organization down to the individual action plan for a part of one marketing program. It is also an interactive process, so that the draft output of each stage is checked to see what impact it has on the earlier stages - and is amended.

Core Benefit Proposition

The Crepes Expectations must offer a totally unique opportunity to be indulged in the romantic serenity of the sea. The combination of tantalizing tastes and deluxe service ensures that the customers visit is truly magical.

Segmentation and targeting

Market segmentation is the process of dividing a market into distinct groups of buyers who might require separate products or marketing mixes (Kotler & Armstrong, 1993). Within this process customers are classified into groups with different needs, characteristics and behaviours.

There are four main and distinct categories for market segmentation; demographic, geographic, psychographic and behavioural (Market Segmentation and Targeting, 2001). It is in the best interest of companies to use market segmentation to market their product as it allows them to specify marketing strategies towards the desired consumer (Bradman, Joy & Kimberley, 1989).

Demographic segmentation is the most common method used to segment a market (Keegan et al, 1995). It is the process of dividing the market into groups based on variables like age, sex family size, family life cycle, income, occupation, education, religion, race and nationality. Demographic segmentation is used most often because the variables are easier to measure than most the others (Kotler & Armstrong, 1993).

Geographic Segmentation tries to split a market up into different geographic elements. These may include regions, countries, cities, towns, population density or climate. Geographic segmentation is an important process especially for big multinational countries, many companies need to alter the marketing strategies to meet the individual needs of geographic units (Keegan et al, 1995).

When buyers are divided into different groups based on their social class, lifestyle ...