Marketing Plan of Ducking.docx
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Marketing Plan of Ducking.docx
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MarketingPlanofDucking
Content
ExecutiveSummary---------------------------------------3-4
EnvironmentalAnalysis-------------------------------------5
MarketingAnalysis-----------------------------------------6-7
Marketobjectives----------------------------------------------8
CorporateStrategicPlanning------------------------------8-10
MarketingStrategyandtheMarketingMix------------10-16
Implementation--------------------------------------------16-19
EvaluationandControl----------------------------------19-21
AppendixandReference--------------------------------------22
ExecutiveSummary:
OurgroupwillmakeacomprehensiveplanonDuckingwhichisarestaurantmainlyfortheroast.Butasfirst,weneedtointroduceit.DuckingislocatedinXinMiao.Itsroomisverybigandthenumberofseatsisover150.Withtheproperlytidearrangementofseatandlight,itcreatesacomfortablesurroundingsforcustomers.Moreover,thereisawealthofpeopletohaveamealinDuckingespeciallyfortheroast.Aftertheintroduction,weshouldtalkaboutourgroups’marketingplanindetail:
1.Theenvironmentanalysis:
Thisconsistsoftheactorsandforcesoutsidemarketingthatmakesaninfluencetoacompany’sabilitytoestablishandmaintainsuccessfulrelationshipswithitstargetcustomers.Sothat’swhatweneedtoanalyzeatfirst.
2.SWOTAnalysis:
Accordingtoouranalysisontheenvironmentinthemarketing,itwillbebeneficialforustofindattractiveopportunitiesandidentifyenvironmentalthreat.Itneedstoanalyzecompany’sstrengthsandweaknessesaswellascurrentandpossiblemarketingactionstodecidewhichopportunitiesitcanbestpurse.Thevitalobjectiveistomatchthecompany’sstrengthstoattractiveopportunitiesintheenvironmentwhileeliminatingorovercomingtheweaknessandminimizingthethreats.Sothat’sthereasonwhySWOTshouldbeappearedaftertheenvironmentalanalysis.
3.MarketingObjective:
Wecanmakeamarketingobjectivewhichevaluatesthevarioussegmentsanddeterminehowmanyandwhichonestotargetbecausemarketingsegmentationrevealsacompany’smarket-segmentopportunities.
4.Marketingstrategy:
Itensuresthefundamentalgoalofincreasingsalesandachievingasustainablecompetitiveadvantageisrequired.
5.Marketingimplementation:
Evenaclearandperfectstrategyandwell-though-outsupportingprogrammaynotbeenough.Itisthecompanythathastocommunicateitsstrategytoitsemployeesandrenderthemunderstandtheirpartincarryingitout.
6.Evaluateandcontrol:
Itisaboutwhatwehavestatedbefore.Allcompaniesneedtotrackresultsandmonitornewdevelopmentsinthesurroundings.Theenvironmentwillchangeirregularly.Whenitdoes,thecompanywillneedtoreflectitsstrategiesorobjectivesoverandoveragaininordertoavoidthesamemistakes.
Butallinall,whatwepreciselyandproperlyanalyzeisbasedonanelementaryrulewhichistheoverallmarketinggoal.Andourgroup’soverallmarketinggoalistoletDuckingmakeitsownchainrestaurantsfirstlyandgopublictoincreaseitsmarketvalueeventually.
EnvironmentAnalysis:
Asfortheenvironmentalanalysis,ourgroupwillfocusmainlyontheassessmentsofmarketingenvironmentfactors,targetmarketaswellasthecurrentmarketingobjectives.
1.Marketingenvironmentfactors:
Wejustneedtoanalyzeitsmicroenvironment.Asasmalltypeofrestaurant,thiswillbemuchmorerealisticandmoreeffective.Butwhatweprimarilywanttoanalyzethemicroenvironmentiswithrespecttothecompanyandexistingcompetitorsaswellascustomers.
A.Company:
Wetakeforgrantedthatallmembersshouldworkinharmonytoprovidesuperiorcustomervaluesatisfaction.Infact,Duckingmakesit.Notonlytherelationshipbetweenemployeestoemployeesisgood,butalsotherelationshipbetweenthecustomerandtheemployeeisgreat.Itisfilledwiththefriendlysurrounding,whichcangenuinelyandforcefullysymbolizesacompany’simage.
B.Existingcompetitors:
Becauseofitslocation,therearenumerousofrestaurantsinXinmiaosuchasMcDonald,XiaoQuanju,Yasuandsoon.Also,therearealsomanypeopletohaveamealinthoserestaurants.Sothereisnodoubtthatthecompetitioncanbemuchmoreintense.
C.Customers:
Accordingtoourresearching,wefindthatthetypesofcustomersareelementarilyindividuals.Indetail,mostoftheindividualsliveintheneighborhood.Perhapsitwillbeconvenientforthemtohaveameal.
2.Targetmarket:
ItisobviousthatDucking’stargetmarketismainlyforindividualswhowanttoeattheroastbecauseitsspecialtyistheroast.Itistheconcentratedmarketing.However,itinvolveshigherthannormalrisks.Theparticularmarketsegmentcaninevitablyturnsour.
3.Currentmarketingobjectivesandperformance:
Inourgroup’sopinion,profitscanbeimprovesbyenhancingthestyleoffood.Salescanbeincreasedbycreatingsomeadditionalsoupsorbeveragesforthecurrentsetmeal.Thestreamofpeoplecanbeboostedbymoreconspicuouslogo.
Marketinganalysis
Strength:
1.DuckingownsthemostauthenticandexclusiveCantonese-stylebarbecuedishestoattractitscustomers.
2.DuckinghasaveryoutstandinglocationinthecoreofTaipaaroundwithalargenumberofresidentialbuildings,shopsandschools.Thetransportationthereisalsoverydeveloped.
3.ManyrestaurantsnexttotheDuckingareverysmall.TheareaofDuckingis2or3timesbiggerthanitscompetitors.
4.Duckingoffersaveryconvenienttake-outservice.
5.Theopenkitchenofduckingisverycharmingandcancatchmanypeople’seyesbecauseofitsmouth-wateringroastduckswhichhungbehindtheglasswindow.
6.Duckingcanoffermanydifferentdishesbutnotjustroastmeat.Thechoicesonthemenuareveryabundant.
7.Thepriceofthedishesisverysuitable.Thenormaldishisaround35-60mop.
Weakness
1.Theamountofthefoodmaybeisnotenoughforaman.
2.Thelayoutofitsinsidespaceisnotreasonable.TheoperationspaceistoolargeandtheDuckingshouldhavemademoretablesforthecustomers.
3.BecauseofthemostofthetablesareforfourcustomerssoifyougotoDuckingonyourownsometimesyouneedtosharethetablewithothers.
Opportunity
1.DuckingshouldemphasizemoreontheirSiumeiproductsandextrudetheiradvantages.
2.Duckingshouldputmoreattentiontobuildtheirbrandandmakesitbecomeawell-knownrestaurant.Thenameofthisrestaurantisalreadyveryniceanditsdesignisverygreataswell.
3.Therevenuefromthecoastduckandchickenisverylimit,sotheDuckingcandomorepromotiononthehigh-revenueproductlikeroastsucklingpigandmakegueststochoosethesekindofdishes.
4.DuckingcancooperatemorewiththehotelsandothercompaniesinMacauwhichmeanstheycansaletheirextraordinaryproductstothesehotel.
Threat
1.Theentrybarriertoitscompetitorsisnotveryhigh.Manyrestaurantsarenowpreparingtogetintothismarket.
2.ItalsoalreadyhasmanycompetitorsinthatareaandthatisnotonlyjustlocalSiuMeirestaurantsbutalsoJapaneserestaurant,Koreanrestaurantsandotherkindofrestaurants.Sohowtomaintainitsmarketandexpenditsinfluenceisabigchallenge
3.Theydonothavetheirownmembershipsystem.SothatisverydifficultfortheDuckingtoaccumulatetheirloyalcustomersandgivemoreattentiononthemtogathertheconsumption.
Marketobjectives
1.Achieve20%increaseofaveragecustomerswith6month.
2.Open2ndchainrestaurantwith1years.
3.Signagreementwithmorethan2hoteltoprovidetake-outservicesforthosewhocouldnotenjoyhotelclerkmeallikeexhibitionvolunteerandworkerswithin2years.
4.Signagreementwithmorethan2hoteltobecomebanquetroastprovidewith1years.
5.Afterhavetheagreementwithhotel,beginplantosetuponeprofessionroastfactorywithover300squaremeters.Andaccomplishtheplanwithin5years.
CorporateStrategicPlanning
Definingthecompanymission:
Providetheconvenienceforcustomertoenjoytheroast.
Settingcompanyobjectivesandgoals:
Level1(Allthroughtheprocess):
Satisfytheemployee,paythemfairwage.
Thesatisfactionofemployeecanmakethequalityofproductsandserviceshigher,whichcreatehighsatisfactionofcustomerandstakeholder.
RegisteredtrademarkandsetupthebrandimageofDucking.PropagatethecultureofSuiMeiandCompany’sdietconcept.
Level2(Finishin1month):
Buildcross-functionalteamstomanagecorebusinessprocesses.
Setup4teamsincludingfinancialmanagementteam,informationserviceteam,marketingteamandProduct&Servicesupervisionteam.
a.Financialmanagementteam:
Beresponsibletostakeholders’revenue,takingchargeofthecostincludingfoodmaterial,employee’ssalary,dailymaintenanceandadvertisementetc.
b.Informationserviceteam:
Collecttheinformationabouteachproductsalesvolume,thecustomerflow,wagestatistics,coststatisticsandmarketinginformationetc.
c.Marketingteam:
Posttheadvertisement,designthepackagediscountandpromotion.
d.Servicesupervisionteam:
Supervisetheservicequalityofemployee.
Level3(Continuetoadjustaccordingtotheevaluation):
Designdifferentmenupackagetoadaptthemarketsegmentation.
Level4(Afterthebranchshopincreasedby3inMacao):
Recruitnewstakeholderandcollectmoneytoopenbranchshopsstepbystep.
Upgradethecomputerdistributionsystem.Increasetheefficiencyandconnectthe4teams.
Level5(Afterthemarketshareupto30%inMacao):
Setuptheunifiedrawmaterialssuppliers.Makesurethatourcompanyhavethesamefoodqualityofeachbranchshops.
Level6(Afterthemarke
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