'Marketing Management- Marketing Plan Essay\r'

'2 access\r\nThis report is prepargond as part of the tune sub rush for merchandising Management (460-741) a inwardness subject towards international Master of Business plaque Program at Prince of Songkhla University. The intention of this report is to cause a Marketing visualise to outlines a strategy for success, and breaks it down into comprehensible, actionable components that totallyow for enable capital of South Korea-Roy Korean Restaurant to implement merchandise activities to provide a solid sound reflection on investment.\r\nThis plan is designed to report the external and internal factors that ordain form the company’s success in Hatyai market. The topics covers in this plan take on placement compend, marketing strategy, tactical programs, implementation and budgets in carrying out the marketing activities which break up the business and ware offering from our competition and marketing strategy that drive the business to earn preceding(prenominal ) average profit.\r\n3 fellowship Summary 3.1 Company Overview\r\nSeoul-Roy is a Hatyai based eatery serving Korean cuisine, the name Seoul-Roy is easy to remember and easy to pronounce. Seoul reflects the theme of the eatery for serving Korean cuisine which is a famous destination in Korea, a megametropolis with a population of over 10 cardinal and a leading global city in the world. Furthermore, â€Å"Roy” means â€Å"luscious” in southern Siamese dialects, to bring a name meaning â€Å"Delicious Seoul”, conveyed the message that the eating place having very richly standard nutriment. The restaurant name Seoul-Roy will sure as shooting leave an impressive memory in possible guest first impression that will bring in the customer to visit the restaurant for the first time.\r\nSeoul-Roy will be operating seven days a week inclusive public holiday in operation 365 days through and throughout the year to fit that customers have the opportunity to enjo y our red-hot whenever they tactile property like it. Seoul-Roy is a medium size restaurant enhanced with cozy, comfy, friendly, and appetite tempting atmosphere for patrons through its modern contemporary casual dining zeal to unearth the feeling of refreshing and energizing to dinners. The adeptness will be split into indoor domain of a function for customer that is seeking cool comfy close and outdoor welkin for customer seeking a breath of fresh air. The café will feature seating for approximately 100 patrons, desert bar, water fountain and liquor bar.\r\n3.2 Location\r\nThis restaurant is planned to be situated at the empty land on Thumnoonvithi Road, in Klong Rein area which is approximately five hundred m from Tesco and Prince of Songkhla University. With hundred and thousand of local resident, university student and shoppers from other suburb visiting this area on allday basis, it does instigate this area to be the better sites in town.\r\nMarketing Managem ent\r\nSeoul-Roy marketing Plan\r\nFurthermore, Thumnoonvithi Road is one of the major(ip) connector among the roads on the external circuit to the Hatyai city which have high traffic concentration. In offend of this, there is ample parking space along the road that makes it handy for by passer to block for dine in and appear to be a profit potential site. Moreover, the rent in this area is much cheaper comparing to the retail shops in major shopping complex such as Tesco, large- let outed C, Lee Garden Plaza and Central.\r\n3.3 2.1 Objective\r\nThe bearing to startup Seoul-Roy includes the following: A. B. C. D. E. Become premier intellectual nourishment franchise serving fusion of Korean food and Thai Food. Provide highest prize fresh and delicious food. Ensure that every prospect in promoting â€Å"Seoul-Roy” chump are explore and implement. Maintain and expand every possibility to hit outstanding reputations. Create an holy person working purlieu for employee i n promoting good conference and great team work. F. Achieving profitable investment return between 4-6 years.\r\nG. Achieving total daily customers of 7,000 patrons/month by the end of second year of operation. The objectives of marketing activities include: To introduce Korean Cuisine to Hatyai community and Songkhla state area. To attract 50% of the target market and calculate potential customer. To be perceived as the cleanest restaurant in the region. To be perceived as restaurant serve delicious, feature, and tasty Korean cuisine in the region.\r\n3.4 2.2 Vision and Mission\r\nSeoul-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 character reference and cleanliness will ascertain Seoul-Roy developing into a honourable premier Korean cuisine in Hatyai. The mission of Seoul-Roy includes the following:\r\nTo br ing to the market finest, freshest, and tastiest Korean cuisine. To command that all foods are serves to its highest level of freshness, nutrition, and gastronomic. To ensure that all order are serve with efficiency and effectiveness.\r\nTo systematically provide exceptional dining experience by demonstrating warmth, welcome, efficiency, professionalism and integrity in performing our duty. To ensure finest customer service experience that exceed their expectation and excited to revisit the café again. To continuingly developing innovative and creative products that accommodate to customer desires. To ensure cleanliness, comfy, warmth and friendly surround in the café. To provide appropriate training and association to employee in ensuring that the qualities and services standard of the company are achieved.\r\n3.5 Startup Cost\r\nThe total startup terms of Seoul-Roy for the first year of implementation is as presented in Description Facilities Design Rent Renovation fu rniture Equipment Marketing Expense Year 1 provide Salary (10 person) Training Insurance Utilities Miscellaneous total (Baht/Yr) Table 1 Seoul-Roy Startup Cost\r\n4 Positioning\r\nSeoul-Roy provides differentiated products and services through its surpassing customer service experience and high quality culinary. Therefore, Seoul-Roy will position the company as restaurant offering service at 50% indemnity price. The value proposition that the target market will pay for this 50% premium price is the supreme customer service experience and high quality Korean cuisine. The company will ensure that the restaurant is continuously has a clear proposition of the claimed service for the services and products. In this, the company will always monitor the quality of the food produce to\r\nMarketing Management\r\nSeoul-Roy marketing Plan ensure mouth watering experience is offered to the customer and consistly advertise on the value proposition of the restaurant through advertising me dia.\r\n5 Situation Analysis\r\nSituation analytic thinking involves evaluating the situation and trends in of Korean Cuisine in Hatyai City which defines and interprets the state of the environment of the organization. A situation analysis provides the context and companionship for planning and achieve above average profit for the organization. The analysis describes Seoul-Roy warring position, internal environment, external environment and critical issues. In portraying a clearer understanding of the situation of Korean Cuisine effort in Hatyai, the report go on outline SWOT (Strength, Weakness, Opportunities and Threats) analysis of the organization. The situation analysis includes in this marketing plan includes:\r\nextraneous surround Internal Environment SWOT Analysis\r\n5.1 External Environment\r\nThe external environment affects firm growth and profitability which also a condition that creates threats and opportunities for firms that have major effects on organization s trategic actions. The organization understands of external environment coupling with knowledge on internal environment form its visual sense to develop its mission and to take actions that result in strategic competitiveness and above-average returns. As shown in take in 1, an organization’s external environment is divided into three major areas which include the general, industry environment and competitor environment. The general environment is composed of symmetry 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 finesse of new entrants, power of supplier, power of buyers, and threat of product substitutes and intensity of rivalry among competitors. Understanding competitorâ €™s environments complement prediction on the dynamics of competitor’s actions, responses, and intention.\r\n'