Business Finance
MAR 100 CUNY Borough of Manhattan Restaurant Effective Marketing Plan

MAR 100

CUNY Borough of Manhattan Community College


Question Description

I need help with a Marketing question. All explanations and answers will be used to help me learn.

WRITE A MARKETING PLAN ABOUT YOUR BUSINESS IDEA (I.e., Restaurant, Café, etc) and NOT about an existing business product (like Nike, Prada, Iphoneetc)

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Summary Market Plan Rubric Exercise # 4 (SLO4) MAR 100 – 2019 PLEASE WRITE A MARKETING PLAN ABOUT YOUR BUSINESS IDEA (I.e., Restaurant, Café, etc) and NOT about an existing business product (like Nike, Prada, Iphone etc) [0 = no evidence; 1 = little evidence or major flaws; 2 = adequate minimum standards; 3 = Research well done, few minor omissions, met standards; 4 = Solid research; coherent; exceeded standards]. Points to be covered Self-grading Introduction 0 1 2 3 4 Include name of product/service Describe product features (what the product/service is) Describe benefits to customers (what the product/service does) Situational Analysis 0 1 2 3 4 Identify the industry/ industries within which the product is situated Provides information on the size and growth of the industry Identify top competitors and discuss their strengths and weaknesses relative to product/company being marketed Describe opportunities and threats in the industry Target Market 0 1 2 3 4 Identify the target market – Who are your customers? Describe their Demographics/Psychographics/ Geographic/ Behavioral characteristics that distinguish them from the rest of the population? What are the emerging needs of the target market? What evaluative criteria will target market use in purchasing the product? Positioning 0 1 2 3 4 How should the product/service to be perceived by customers relative to competition? Product Strategy 0 1 2 3 4 Branding: (e.g. packaging, brand name, logo, special services offered) Product life cycle strategies: Product lines / brand extensions/ Distribution Strategy 0 1 2 3 4 Different channels to distribute products/service Length of channel / Distribution intensity Promotion Strategy 0 1 2 3 4 Media habits of target audience—reader, viewer, listener profiles; Describe promotion campaign in terms of communication goals (AIDA), message theme & execution Describe Media plan that aligns with media habits Price Strategy 0 1 2 3 4 What is your pricing objective? Which introductory pricing strategy: price penetration - price skimming will you use, why? What pricing tactics will help you differentiate you be more competitive? References 0 1 2 3 4 Include all references at the end of the document Follow APA format (commonly used in business writing) Mechanics 0 1 2 3 4 Spelling, capitalization, punctuation, grammar, word choice, and sentence structure. Format 0 1 2 3 4 Student name(s) (cover page)/ Class – Section Number (cover page) Font size 10-12 points, Times New Roman.; 1.5 spaced; 1" margins; Bold and Underline the heading for each section; No typographical errors; About 5 pages Total (out of 20) ...
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Final Answer


Running head: MARKETING PLAN


Effective Marketing Plan

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Assignment Due Date


Marketing Plan

The proposed plan is to start up a fast-casual restaurant business, which is to operate
under the name Grape Restaurant. Being a business that deals in preparation of foods and drinks,
the restaurant is also to offer other additional services like buffet service, self-service, Chinese
banquet service, and waiter services. Additionally, it is also to provide various categories of
organic foods like Crunchy Snack, Chocolate Mint, Chip Cookies, Organic Greek Yogurt with
Honey, best fruit snacks, among other farm-produced foods. Based on the nature of a casual
restaurant, it is to offer more quality food that other competitors or fast food restaurants. The
food products and drinks are to be freshly prepared and with organic ingredients, which is good
for human health. Additionally, the business is to adopt counter service to enhance its efficiency
in terms of customer service.
Situation Analysis
The business is situated under the extensive hospitality industry since it deals in the
preparation of food, among other related services. Hospitality is one of the fastest-growing
industries in the world, with the United States recording revenue of 218 billion U.S. dollars by
2018 from the hotels (Darsin et al., 2019). Globally, the hotel or hospitality industry is among the
fastest-growing sectors, with many hotels and restaurants being set up both locally and
internationally. It is also supported by the growth of other related industries like tourism, which
has increased the demand for more hospitality services, thereby encouraging people to invest
more in the industry. By 2017, the size of the global hotel industry was estimated to be over 570



billion U.S. dollars. This has made it to be one of the wealthiest industries in terms of revenue
Grape Restaurant is to face stiff competition from other related business organizations
within the industry. There is high competition within the industry, which may stable restaurants
using their strong financial base and popular brand image as an advantage over other new
competitors. Some of the conventional competitors that the business is to face include, Cosmos,
Herb-saint, and Joe’s Garage.
A). Cosmos Restaurant
It is one of the major restaurants in Minnesota County. It is well known for its awardwinning wines.

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