The group have now decided to convert their business idea into reality.
(b) What elements should a marketing plan contain to achieve a successful launch of their restaurant?
(8 marks)
正确答案：
(b)ThelaunchofanynewbusinessisacriticaleventandamarketingplanavitalingredientinachievinglaunchsuccessMost
companieswillassociateamarketingplanwiththeever-popular4PsHoweverthemarketingmixcanonlybedecidedonce
somefundamentalmarketingdecisionshavebeentakenFirstlythegroupneedtoclearlyidentifywhichsegmentsofthe
markettheyareseekingtoattractSegmentsaremadeupofgroupsofcustomerswithsimilarneedsandexpectationsIfthey
areidentifyingthestudentmarketasanimportantsegmenttheyshouldrecognisethatthereareverydifferentsegmentswithin
thisgroupTheyaremostlikelytowanttotargetthosestudentswillingandabletopayforahighqualitymealandexperience
Theyarenotinthemarketforlowpriced\/fastfoodThisrequiresthemtorecognisehowtheyaretryingtopositiontheir
restaurant–highqualityandmoderatepriceslookstobeacombinationwhichwilldeliveranattractiveserviceandadded
valuetothecustomerTherelationshipbetweenthecustomers’perceptionofaddedvalueandthepricechargedisinterms
ofBowman’sstrategyclocklikelytobethatofafocuseddifferentiator
FortheCasadelMediterraneogettingtheproductorservicerightwillinvolveacomplexco-ordinationofmanydifferent
activities–frombuyingtherightfoodthroughtodeliveringtheordersefficientlyAsaservicetheremaybemanymorethings
thatpotentiallycangowronganditreallydoescomedowntothepeopledeliveringtheserviceThisinvolvesoneofthe
additional‘P’sinvolvedindeliveringservicesnamelyprocesseswhichtogetherwiththephysicalevidenceintheshapeof
therestaurantwillhaveamajorsayinthesuccessorotherwiseofthelaunchClearlytheplaceandthephysicalevidence
areoneandthesamethingandtherightlocationwillalsoaffectthesuccessofboththelaunchandthewholeventure
Pricinginacompetitivemarketwillbeimportantandmanyupmarketrestaurantspriceonthebasisofwhatthemarketwill
bearThereneedstobeaclearrelationshipbetweenthepriceandthevalueofferedFinallypromotionisperhapsthekey
elementintheeffectivelaunchofthenewrestaurantTherewillneedtobeacorrectchoiceofmediatoreachthetargetaudienceincludingtheuseofweb-basedadvertisingtogettherestaurantknown
