Running head: MARKETING PLAN
Effective Marketing Plan
Assignment Due Date
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.
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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