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Marketing plan

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Reference no: EM133091326

Marketing Plan

A large, successful restaurant company with a portfolio of differentiated brands is about to launch a new restaurant concept in the U.S.A. called "Blossom." This will be a full-service restaurant offering a predominantly plant-based menu which focuses on seasonal items using locally sourced, fresh produce wherever possible. The restaurant will be positioned by its values: clean eating, responsible sourcing, and community building.

You are to assume the role of marketing director for the new restaurant concept. You are required to produce a strategic marketing plan for Blossom. Your plan needs to contain the following elements:

1. Executive summary: what the brand is, how it will be positioned, who it will target, and the primary objectives.

2. Current market situation

a. Food trends (U.S.A.)

b. Full-service restaurants

c. Competition (direct/indirect)

d. Pricing

3. SWOT analysis (table format)

4. Objectives

a. Year 1

b. Year 2

5. Marketing strategy

a. Positioning (expand upon the value proposition)

b. Targeting

c. Integrated marketing mix: four Ps (product, pricing, place, promotion)

6. Marketing controls: How will results be measured? How will marketing research be used?

Reference no: EM133091326

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