CAREER DEVELOPMENT INSTITUTE

Certificate in Business Administration

Marketing Plan for

KINGDOM RESTAURANT & BAR

Submitted: by Mya Kirton

Date of Submission: 5th June 2018

Course Tutor: Sandra Yarde

 Table of Contents

Acknowledgements…………………………………………………………….….………..1

Description & Nature of the Business………………………….…………...……...……….2

Market Analysis……………………………………………………….…….……………...3

Competition Analysis………………………………………………….……………………5

Product/Service Uniqueness...…………………………………….…………….……….….6

Pricing Strategy……………………………………………………….….…………………7

Advertising and Promotional Plan……………………….………...……………………….8

Marketing Goals……………………………………………………………….…..…...…...9

Customers Feedback……………………………………………………………………....10

Appendix……………………………………………………………………………….…11
Acknowledgments

Frist of all, I am grateful to The Almighty God for giving me the strength to complete my

project.

I wish to express my sincere thanks to my tutor Mrs S..Yarde of the Career Development

Institute, for providing me with all the necessary information to conduct my project.

I am extremely grateful to all my family members for their encouragement and support.
Description of the Business

The Kingdom Restaurant and Bar, a fun and family-friendly restaurant situated on a rented
property at Lime Tree Street, Holetown, St James, Bridgetown, Barbados, will be a casual dining
restaurant operated as a sole proprietorship with six employees - two chefs, two waiters and two
kitchen porters.

The Mission Statement of The Kingdom Restaurant and Bar is as follows:

“We are committed to use the finest ingredients in our dishes and take pride in serving tasty and
fresh food by warm and friendly people”

Our Unique Selling Proposition - “Quality service is at our heart”

Nature of Business

The Kingdom Restaurant and Bar will provide a diverse selection of food with excellence in
value, reasonable pricing, fun packaging and a delightful atmosphere. The restaurant will be
located in Lime Tree Street, Holetown, St. James and will cater to internal guests and walk-ins.
This location was chosen because it is a heavily-trafficked area with easy access to clients.

The restaurant will offer a wide selection of alcoholic and non-alcoholic beverages including
liquors, wines and beers. The food menu will include a vast variety of appetizers along with
many dishes to choose from. These dishes will include Bayberry Wings and gluten-free meals
such as Margherita Pizza. Breakfast will be served between 0600 hours and 1100 hours, lunch
1200 hours to 1900 hours and dinner 7:00 p.m. to 1:00 a.m. Mondays to Sundays.
Market Analysis

The Kingdom Restaurant and Bar will be located at Lime Tree Street, Holetown, St James,
Bridgetown, Barbados because it is on the bus route and heavily-trafficked.

An organization’s resources are its assets financial, physical, human and intangible that it issues

to develop, manufacture and deliver products to its customers. Both resources and core

competencies determine the organization’s competitive weapons.

Our market research revealed that the Kingdom Restaurant and Bar will be viable.

Our strengths

 Valued Industry

 Respected Organization

 Environmental Friendly

 A comprehensive and reasonable priced menu

 Majority of persons in the area are very experimental to different types of

food

Our weaknesses

 Limited menu for vegetarians

 Competitive Vulnerability

 A lot of monetary funds required to set up and transportation of raw

materials
Our opportunities

 Expand Market

 Maintain brand loyalty with current users

 Change customers perception through exemplify corporate social

responsibility Create loyalty awareness of prospect consumers

 Build and develop better customers relationships

 Promotional sales

 Carter to those who are vegetarians

Our threats 

 Change in lifestyle

 Increased competition from local other casual dining chains and independent

restaurants

Our main target customers are everyone typically, especially families who will be easily attracted
to a place where they will be able to enjoy their meals in an enjoyable atmosphere. In addition,
we will offer specials to local groups of four and above every Wednesday.
Competition Analysis

Restaurants compete in monopolistically competitive markets. On the competitive side, there are

many firms and relatively easy entry and exit. However, these firms have something unique that

gives them some monopoly power over their customers. The market in which pricier

establishments compete has its menu “norms” while cheaper restaurant have theirs. For both,

though, the menu facilitates competition

The business will face competition with other businesses with the same concept but this

restaurant will be outstanding form the rest. In order to compete with our competitors, we have

set a unique selling proposition which will set us unique from the market. One of the USP that

will entice our customers. This will be done reducing the steps of getting meals to customers.

Moreover, customers will have the opportunity to evaluate food choices so as to keep the

favourites on the menus and frequent interacting with the customers so they will be enhanced so

they would feel their feedbacks are being valued.

Product/Service Uniqueness

This will be the product and service that will be offered to our customers ensuring that they will

be satisfied with their meals and customer service. Customers will come eat and enjoy their

meals and atmosphere with their families, friends and even lover. The restaurant will be hosting

many special themes as well as catering to romantic occasions or even celebrating extraordinary

moments with friends and families. Customers will be befitted by the food but especially but the

customer service. The staff will be friendly warmed trained persons to make customers feel

welcomed and comfortable at the restaurant.

Main Competitors Competitors Price Range

Lucky Horseshoe $23-$42
BBQ Barnhouse $15-$23
Kaboodoes Bar and Grill $25-$28
Bert’s Bar $34 & Up

Café Sol Restaurant $34 & Up

Pricing Strategy
 Majority of the time due to the busier lifestyle of the local people most of them prefer to eat out

rather than cook because of they don’t have time or it could even be persons celebrating a special

occasion.

Breakfast Menu Lunch Menu Dinner Menu Beverages Menu

Keto Sausage Breakfast Classic Broccoli Chicken Fiesta Lime Chicken Cranberry Fruit Punch
Sandwich Alfredo $24 $10
$12 $22

Bell Pepper Eggs Cedar Salmon with Maple Bourbon Street Chicken + Blackberry Mojito
$9 Mustard Glaze Shrimp $13
$26 $26
Bacon Weave Breakfast Three-Cheese Chicken Doubled-Glazed Baby Frozen Dark and Stormy
Tacos Penne Back Ribs $12
$14 $22 $29
Ham & Cheese Eggs Cups Hand-Battered Fish and Crispy Chicken Tender Coffees or Teas
$16 Chips Salad $2.50
$17 $20
Chocolate Chip Geek Pasta & Southwest Steak Shrimp ‘N Parmesan Pina Colada
Yoghurt Pancakes Salad Sirloin $14
$18 $28 $28
This will be a few meals that will be offered at The Kingdom Restaurant & Bar

Advertising and Promotional Plan

Effective and pricing and promotion is a vital supplement for any business and specially if the

business is new.

There will be doing advertisement through print media such as using brochures, posters, flyers

and leaflets. Including creating a social platform on Facebook and Instagram where many more

potential customers would be able to access our daily menu updates and various upcoming

themes on nights.

The restaurant will be hosting many themes once a month to attract potential customers. Sales

promotions will be in affect such as discounts on birthdays and anniversaries. Even coupons on

the most extraordinary meals in the restaurants including desserts. 500 business cards and flyers

will be printed and handled out to persons. With even flyer bought to the restaurant customers

will get to choose from a free dessert.

Marketing Goals
The goal of the business is to increase the net sales and make sure every customer gets what want

what at a reasonable price and best quality.

Achieve revenue of $1.8 Million per year in year 3

Open a second restaurant in 2022

Become the top family restaurant in Barbados by the end of year 3

Implement staff incentive system of monthly bonuses

Hold 24 theme nights over the next year

We will be looking forward to our many new clients and glad to be of service to them. Potential

over hundreds of new clients will be expected from as of next week when the restaurant will be

in full operation.
Customers Feedback

We evaluate this by using the internet. Every survey is sent to the business’s email from the

website. Every survey is separated by receipt numbers and will be sent to each individual store

so the managers can look over them and tell their servers how people think of them.

Persons will be interviewed on the following questions and some take the surveys. Majority of

the feedback was positive. But the biggest obstacle and complaint by customers, the fact there

aren’t healthier or vegetarian meals to choose from. The board is working on those set back

immediately.

I conducted research by using surveys and telephone interviews to gain accurate

feedback from customers. Several surveys were given out to customers during their stay. Also 5
telephone interviews asking the same questions on the survey
 Appendix
Survey on The Kingdom Restaurant & Bar Customer Service
and Product Production

This survey seeks to find out how is out customer service.

Please answer all questions by placing a (  ) in the boxes provided.

1. What is your gender? Male

 Female


2. What is your age range?

9-24years  25-34 years  35-45 years  45+ years 

Do you feel welcomed when entering the restaurant?

Yes  No  Sometimes 

Is the food enjoyable?

Yes  No Sometimes

Does it take long for your meal to arrive at the table?

Seldom  Never  Always 

Are the Staff friendly and patient when deciding what you want to have?

Seldom  Never  Always 

Is the atmosphere delightful?

Seldom  Never  Always 

Will you come again and tell others?

Seldom  Never  Always 

Thanks for your cooperation!!