6.2: Marketing Plan Inclusions
- Page ID
- 22091
\( \newcommand{\vecs}[1]{\overset { \scriptstyle \rightharpoonup} {\mathbf{#1}} } \) \( \newcommand{\vecd}[1]{\overset{-\!-\!\rightharpoonup}{\vphantom{a}\smash {#1}}} \)\(\newcommand{\id}{\mathrm{id}}\) \( \newcommand{\Span}{\mathrm{span}}\) \( \newcommand{\kernel}{\mathrm{null}\,}\) \( \newcommand{\range}{\mathrm{range}\,}\) \( \newcommand{\RealPart}{\mathrm{Re}}\) \( \newcommand{\ImaginaryPart}{\mathrm{Im}}\) \( \newcommand{\Argument}{\mathrm{Arg}}\) \( \newcommand{\norm}[1]{\| #1 \|}\) \( \newcommand{\inner}[2]{\langle #1, #2 \rangle}\) \( \newcommand{\Span}{\mathrm{span}}\) \(\newcommand{\id}{\mathrm{id}}\) \( \newcommand{\Span}{\mathrm{span}}\) \( \newcommand{\kernel}{\mathrm{null}\,}\) \( \newcommand{\range}{\mathrm{range}\,}\) \( \newcommand{\RealPart}{\mathrm{Re}}\) \( \newcommand{\ImaginaryPart}{\mathrm{Im}}\) \( \newcommand{\Argument}{\mathrm{Arg}}\) \( \newcommand{\norm}[1]{\| #1 \|}\) \( \newcommand{\inner}[2]{\langle #1, #2 \rangle}\) \( \newcommand{\Span}{\mathrm{span}}\)\(\newcommand{\AA}{\unicode[.8,0]{x212B}}\)
A marketing plan will normally accompany the business plan for the concept. A business plan sets a direction for the restaurant before beginning work on the actual development; provides a reality check on the feasibility of the undertaking; sets budgets; and determines capital needed and attracts investors. An effective marketing plan includes all information pertinent to locating, attracting, and retaining customers. The information contained in a marketing plan include:
- The target market and the market segments that will be the most advantageous to the operation
- A detailed description of the geographic market area
- The final building design
- The type of signage that will be used to carry the concept to the target market
- A description of the decor and atmosphere of the facility
- The selected name for the operation and the designed logo to hallmark the concept. Note that name, where possible should indicate what cuisine a potential customer could expect. A name that does not connote a specific type of menu fare will be confusing to the public and require marketing to attract a clientele.
- The final menu
- The level of quality customers can expect and how this standard will be maintained
- The amount and type of staffing and training -quality standards for employees
- A description of the intended price/value perception
- The sanitation and cleanliness standards
- The feedback loop for continuous product and service improvement the strategic business units (SBU's) within the organization and within the restaurant such as breakfast, lunch, dinner, catering, delivery, and retail
- An analysis of the competition and their strengths and weaknesses
- Any barriers to market entry now and in the future
- The intended promotion and advertising intended to attract and retain the concept's clientele