Marketing Management- Marketing Plan Essay

2 IntroductionThis report is prepared as part of the course entering for Marketing Management (460-741) a core subject towards international Master of Business Administration program at Prince of Songkhla University. The intention of this report is to create a Marketing Plan to epitomes a strategy for success, and breaks it atomic reactor into comprehensible, actionable components that volition enable capital of South Korea-Roy Korean Restaurant to implement marketing activities to provide a straightforward return on investment.This plan is designed to report the external and internal factors that volition influence the companys success in Hatyai market. The topics covers in this plan include situation analysis, marketing strategy, tactical programs, carrying into action and budgets in carrying out the marketing activities which differentiate the business and product offering from our foe and marketing strategy that drive the business to earn higher up average profit.3 Co mpany Summary 3.1 Company OverviewSeoul-Roy is a Hatyai based restaurant serving Korean cuisine, the name Seoul-Roy is easy to remember and easy to pronounce. Seoul reflects the written report of the restaurant for serving Korean cuisine which is a famous destination in Korea, a megacity with a population of over 10 million and a leading global city in the world. Furthermore, Roy agency Delicious in southern Thai dialects, to lease a name meaning Delicious Seoul, conveyed the message that the restaurant having very high standard food. The restaurant name Seoul-Roy will surely admit an impressive memory in potential client first impression that will pluck the node to visit the restaurant for the first time.Seoul-Roy will be operating seven days a workweek inclusive public holiday in operation 365 days throughout the year to ensure that clients have the opportunity to enjoy our delicious whenever they feel like it. Seoul-Roy is a medium size restaurant intensify with cozy, com fy, fri ratiocinationly, and appetite tempting atmosphere for patrons through itsmodern contemporary casual dining style to dig the feeling of refreshing and energizing to dinners. The facility will be divided into indoor area for customer that is seeking cool comfy ambient and outdoor area for customer seeking a confidential information of fresh air. The caf will feature seating for approximately 100 patrons, desert bar, water fountain and spirits bar.3.2 LocationThis restaurant is planned to be situated at the empty land on Thumnoonvithi Road, in Klong Rein area which is approximately 500 m from Tesco and Prince of Songkhla University. With hundred and thousand of local resident, university student and shoppers from separate suburb visiting this area on everyday basis, it does instigate this area to be the perfect sites in town.Marketing ManagementSeoul-Roy marketing PlanFurthermore, Thumnoonvithi Road is one of the major connector between the roadstead on the external circuit to the Hatyai city which have high traffic concentration. In spite of this, at that place is ample parking space along the road that makes it handy for by passer to stop for dine in and appear to be a profit potential site. Moreover, the rent in this area is oftentimes cheaper comparing to the retail shops in major shopping complex such as Tesco, Big C, leeward Garden Plaza and Central.3.3 2.1 ObjectiveThe objective to startup Seoul-Roy includes the pursuit A. B. C. D. E. Become premier food certification serving fusion of Korean food and Thai Food. Provide highest quality fresh and delicious food. examine that every prospect in promoting Seoul-Roy brand are explore and implement. Maintain and expand every possibleness to achieve outstanding reputations. Create an ideal working surround for employee in promoting good communication and enceinte team work. F. Achieving profitable investment return between 4-6 years.G. Achieving total daily customers of 7,000 patrons/month by th e end of second year of operation. The objectives of marketing activities include Tointroduce Korean Cuisine to Hatyai community and Songkhla Province area. To attract 50% of the target market and forecast potential customer. To be perceived as the cleanest restaurant in the region. To be perceived as restaurant serve delicious, quality, and tasty Korean cuisine in the region.3.4 2.2 good deal and MissionSeoul-Roy mission is to bring to the market finest, freshest, and tastiest Fusion Korean cuisine that is inspired by a combination of Korean and Thai cuisine in the Hatyai. In conjunction to Seoul-Roy high standards of quality and cleanliness will ascertain Seoul-Roy growth into a reputable premier Korean cuisine in Hatyai. The mission of Seoul-Roy includes the followingTo bring to the market finest, freshest, and tastiest Korean cuisine. To ensure that all foods are serves to its highest level of freshness, nutrition, and gastronomic. To ensure that all golf-club are serve with e fficiency and effectiveness.To consistently provide exceptional dining experience by demonstrating warmth, welcome, efficiency, professionalism and righteousness in performing our duty. To ensure finest customer service experience that exceed their expectation and excited to revisit the caf again. To continuingly leting innovative and creative products that conform to customer desires. To ensure cleanliness, comfy, warmth and friendly environment in the caf. To provide appropriate training and knowledge to employee in ensuring that the qualities and services standard of the company are achieved.3.5 inaugural CostThe total startup cost of Seoul-Roy for the first year of implementation is as presented in translation Facilities Design Rent Renovation Furniture Equipment Marketing Expense Year 1 Staff compensation (10 person) Training Insurance Utilities Miscellaneous Total (Baht/Yr) Table 1 Seoul-Roy Startup Cost4 postureSeoul-Roy provides differentiated products and services thr ough its superior customer service experience and high quality culinary. Therefore, Seoul-Roy will position the company as restaurant offering service at 50% premium price. The revalue proposition that the target market will pay for this 50% premium price is the superior customer service experience and high quality Korean cuisine. The company will ensure that the restaurant is constantly has a clear proposition of the claimed benefit for the services and products. In this, the company will always monitor the quality of the food produce toMarketing ManagementSeoul-Roy marketing Plan ensure mouth irrigate experience is offered to the customer and consistly advertise on the value proposition of the restaurant through advertising media.5 Situation AnalysisSituation analysis involves evaluating the situation and trends in of Korean Cuisine in Hatyai metropolis which defines and interprets the state of the environment of the disposal. A situation analysis provides the context and kno wledge for planning and achieve above average profit for the memorial tablet. The analysis describes Seoul-Roy competitive position, internal environment, external environment and critical issues. In depiction a clearer understanding of the situation of Korean Cuisineindustry in Hatyai, the report further outline SWOT (Strength, Weakness, Opportunities and Threats) analysis of the organization. The situation analysis includes in this marketing plan includesExternal Environment privileged Environment SWOT Analysis5.1 External EnvironmentThe external environment affects unwavering growth and advantageousness which also a condition that creates threats and opportunities for firms that have major effects on organization strategic actions. The organization understands of external environment coupling with knowledge on internal environment form its vision to develop its mission and to take actions that result in strategic competitiveness and above-average returns. As shown in Figure 1, an organizations external environment is divided into three major areas which include the general, industry environment and competitor environment. The general environment is composed of dimension of broader society that influences an industry. These dimensions can be group into six environment segments which include demographic, economic, political/legal, socio-cultural, technological and global. The industry environment is a set of factors that directly influences a firm and its competitive actions and competitive responses which include treat of new entrants, power of supplier, power of buyers, and threat of product substitutes and fanaticism of rivalry among competitors. Understanding competitors environments complement prediction on the dynamics of competitors actions, responses, and intention.