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:
- Executive summary: what the brand is, how it will be positioned, who it will target, and the primary
objectives (no more than two paragraphs) - Current market situation
a. Food trends (U.S.A.)
b. Full-service restaurants
c. Competition (direct/indirect)
d. Pricing - SWOT analysis (table format)
- Objectives
a. Year 1
b. Year 2 - Marketing strategy
a. Positioning (expand upon the value proposition in the opening paragraph above)
b. Targeting
c. Integrated marketing mix: four Ps (product, pricing, place, promotion) - Marketing controls: How will results be measured? How will marketing research be used?
rading criteria (rubric) is provided for the written marketing plan assignment.
Parameters
Sample Solution