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MARKETING MANAGEMENT
Final project

NAE TAN FA
Restaurants

Group name
Name
Nay Win Naing - ID -6108020010
No. Titles Pages
1 Executive summary
2 Company Mission & objectives
3 Product & Service Description
4 Unique Value Proposition and competitive advantages
5 Competitor analysis
6 Macroenvironmental analysis
7 Company Analysis (SWOT)
8 Industry Analysis (Porter’s Five Forces)
9 Marketing
( 9.1) information & Research
10 Marketing Strategy : ( Segmentation ,
(10.1)Targeting and Positioning )
11 Marketing MIx Elements in Details : Product , price , Place &
Promotion , promotion and tactics
12 Advertising Campaign
.Message Strategy and development

13 Direct Marketing ,
(13.1) personal selling
(13.2) , Public relations , sales promotion should mention in the
report
1. Executive Summary
This report was created for Nae Tan FA Restaurant. The purpose of this research is to
explore the restaurant market in the Wandsworth area, including contextual analysis, customer
positioning, restaurant positioning, customer needs and competitor analysis. In addition, this
report also includes marketing mix implementation, management methods, financial planning
and restaurant background. In addition, strategies have been developed to enhance services to
gain a competitive advantage and increase revenue. The marketing plan is specially formulated
for the one-year plan and the overview plan for the next three years.
Conduct reliable secondary marketing research to understand the market.

2. Company mission & Objectives

Objectives of NAETAFA

Objectives SMART Goal KPIs

Increase customers acquisition Improve the quality of
outreach emails by increasing
your organic search customer
acquisition rate by 100% in
the next 6 months and your
email response rate by 1% in
the next month.
Develop the social media
campaigns to attract more
customers; increase email
response rate, and organic
web traffic by 5% month over
month by creating high-
quality content

Improve customer satisfaction Increase customer satisfaction Customer satisfaction

by 10 % in the next quarter measured regularly with rating
reduce the average time it on post-support surveys; and
takes to complete a task by 20 train and check on employees

Increase sales
Decrease acquisition cost
%
Increase net sales by 5 %
month over month
Decrease acquisition cost to
increase the value of
transaction by 10 %
Follow restaurant analytics to
analyze and improve
restaurant’s sales numbers
Track the lifetime value of our
customers or the average order
value metrics to provide
essential context for
understanding acquisition cost

Mission - To Delight and nourish our customers with fresh , quality and delicious cuisine , as
well as exceptional service at a reasonable price while understanding and continually improving
our customer experience . to bring happiness to our guests through delightful , high quality meals
and an unforgettable dining experience , all while working for the greater good of our employees
, society and environment .

3.Product and service description

Product Lines : ( Thai Food , Chinese food , Japanese ) For a product to occupy a clear ,
distinctive and desirable place relative to and we are competing products of the target
consumer.In our restaurants feedback is taken from the customer in order to know the customer
demands and then improvements are made in our food products. We focus on pure and fresh
food in order to create a fistic and clear position in the minds of customers. At our restaurants we
seek to make our products and stores an essential part of our day and we strive to be the third
place in your life after home and work. We are always welcoming stores allowing us to connect ,
refresh and uplift the lives of our customers .

4 . Unique Value proposition and competitive advantage

- Our restaurants supply and demand are confident in the market and online
- Cost and benefits are the same ( low price high quality ) ( higher price more than benefits
customers get ) . The concept of cost benefit can also be applied to other decisions that
are not related to financial transactions.
- Add a special menu in our restaurant like that chef table show and performance in front
of costumes.

5 . Competitive analysis

Competitors Brands & Points of party (POP) Points of difference (POD)

restaurants
MK Restaurant Free promotion , give people a More meanus for customer for
reason to give your restaurants select , more more branches
a try and hopefully transfer
their loyalty to your
establishment

Nahm , Fancy Thai Fare Mobile marketing & Social More Drick , More Loger
Facebook , twitter , Youtube , Business Hours .
Social networking
- Free Promotion , During the first year , your emphasis needs to be on getting people in
the door . increased profitability will eventually come , but only to the degree you are
able to generate steady dining traffic .Give people a reason to try your restaurant and
hope to transfer their loyalty to your institution by offering gifts such as free birthday
food blending courses, free desserts for graduates and other gimmicks. We can make sure
mobile marketing and social media, other restaurant entrepreneurs understand the
importance of marketing through mobile devices and social media channels, locations
and online coupons make mobile marketing ,The basic strategy of an active restaurant
owner. At the same time, due to the continued attraction of the public to social
networking sites such as Facebook and Twitter, social media marketing has no brains to
turn dieting into fanatical brand advocates.

- 6. Macro Environment Analysis

Physique - Product - oriented, quality and Personality - Quality are best fresh and
wide range freshest and mo0st flavourful and ingredients by Organic
remarkable way of gathering with family and
friends
Relationship - personalisation, friendship, after Culture - Commitment respect and human and
service, good quality, affordable prices environment

Reflection - Family, Connected (a place to Self - image - Perpetuate traditions ,

meet work, exchange, traditional) environment , ethically responsible and focus
on human relationships
7. Company Analysis ( SWOT) of Nae Tan Fa

Strengths - Innovative menu, great location, high quality food, low prices, satisfactory customer
service.

Weaknesses - There are risks of COVID-19, financial safety concerns, unsanitary working
conditions, inconsistent cash flow, inventory control errors, incompetent workers and dissatisfied
employees.

Opportunities - Low number of multi cultures restaurants , Low lead -time to delivery . Easy to
eat during lunch break time.

Threats -Expensive than other foods , main marketing is online so we don't have enough space
for customers take a place, lockade and social distancing new government policy

8. Industry Analysis ( Porter’s Five forces )

1. Barriers to Entry
● Band identity
● Government policies
 ● IT requirement
● Low entrance cost for startup
● Capital requirement
2. Threat of competition
● Price performance
● Inclination of client to substitutes
3. Bargaining power of clients
● Price Sensitivity
● Bargaining leverage
4. Bargaining power of company
● Presence of substitutes inputs
● Resource concentration
5. Intensity of rivalry
● Competition from local restaurants
● Competition from fast food restaurants

9. Marketing information & Research

9..1 Marketing Audit: Pest analysis Politics / Law food regulations Restaurants have certain
requirements, for example the Food Safety Act 1990, the General Food Law Regulation, the
General Food Regulation 2004, and the Food Sanitation Act, therefore both current and new
restaurants must comply with the law. VAT increased by 2.5% Election Results The new
government has plans to expand its budget. The government announced on January 4, 2011 that
it would raise value-added tax (VAT) from 17.5% to 20% (HM Revenue & Customs, 2010). This
affects customers' consumption habits as the price of goods rises and people can spend more
cautiously.economic idle economic recovery .This year's GDP growth is 1.5%, but next year's
GDP growth appears to be only 1%. double-bottom It still happens (Guardian, 2010), so people
are still limiting their spending budgets. increased material costs .As a result of the increase in
VAT, the price of raw materials is higher. This will affect the whole business as well.
9.1.1 External environment

Social Changes in healthy eating habits .Thailand consumer behavior is shifting to healthy food
consumption. And many organizations are concerned about this serious topic. Provide advice to
residents on behavioral changes .

Reduce eating habits outside the home ; People are forced to pay more attention to their
spending during the recession. However, eating out is still a top priority (Mintel – Eating Out
Review2009).

The internet is a great communication tool these days. People can easily connect to the world of
the Internet. People also use this tool to make their lives more convenient, such as searching for
information, shopping online. and order food online. In the 21st century, there are many
inventions that allow users to access the Internet from anywhere using this device, such as
smartphones. Includes restaurant application to meet customer needs.

(10 ) Marketing strategy ; Segmentation , Targeting and positioning

Type of segmentation Segmentation criteria NAE TAN FA Target

market

Region Domestic,
Geographic International

Density Urban

Age 6-50

Demographic
Gender Males & Females

Life-cycle stage Bachelor stage,

Newly, Couples,
Marriages, Full Nest
Ⅰ, Full Nest Ⅱ

Income Low income, Middle

income, High income

Occupation Students, Employers,

Employees,
Professionals

Behavioral Benefit sought Comfortable price

and warmly welcome

Rate of use Usually and often

Degree of loyalty Hardcore loyalists

and Switchers

Psychographic Social class Low, Middle and

High classes
(10.1) Positioning Statement of NAE TAN FA

To… Nutrition, healthy, 6-50, who don’t have enough time to cook and don’t want to

cook themselves.

Listerine is Online restaurant .

That Can order food anywhere you want to eat.

That’s because With a fun high quality meal and unforgettable dining experience, while

working hard for the greater benefit of employees, society and the environment.

( 11 ) Marketing Mix Elements in details : Product, Price, Place & Promotion

Product Lines - Thai food, Chinese food, Japanese food.

Price - Between 200 to 500

Place - Outline and online

Promotion - Buy products up to 500 Baht, get a free beverage on special days, and delivery
free on special days, every friday 5% discount)

Promotion and Tactics

Product Mix pricing Thai Foods Chinese Foods Japanese Foods

Strategy
Product line pricing 190-350 baht 250-350 baht 200-250 baht
Optional Product Buy up to 500 Baht, Buy 3 selected get
pricing free drink or delivery 10% discount
 Captive product Low price started
pricing 190 baht
Price adjustment and Ser discount Promotion
adaptation strategies

Buy up to 500 baht , Special event pricing

free drink 10/10 , 12/12 , months
sell
Happy new years
promotion ,250 baht
to 199 baht

- And Revenue Stream ( How do you generate income?)

- Advertising costs - revenue generated from fees charged to restaurants to improve search
results and brand product rankings.
- Offer catering Services for Special events ,conventions , festival for higher placement in
search results and branded commodity products
- Offer Catering services for Special events , conventions , festival and cooking classes are
great ways to boost our restaurants revenue during off pack hour , but they can also give
our customers a more intimate experience with our brand , before you start putting
together a course schedule and selling tickets
- Delivery offer ( Foodpanda , Grab, Lineman and so on)

(12) Advertising Campaign, Messages Strategy & development

Newspapers and magazines - One of the popular newspapers or magazines that people read on a
regular basis to promote the restaurant, publicize the company’s image, marketing ideas, and
corporate culture.
Internal public relations - Customers are being advertised at the restaurant through various types
of menus, such as today's special menu, children’s menu, lovers’ meal, weekend menu, and so
on. To impress them, we must create a stunning and appealing meal.

Advertisement in the mail - It will produce certain promotional materials, such as brochures,
business communication, and postcards, in order to reach out to customers. It is appropriate for a
special occasion such as the development of new products or activities.

Blog The Gluten Craze Dishes that are exclusive to

certain sites
Eating happy
Recipe sharing
Intro our chefs and talk about their local
interests Talking about special events
Wine and Food pairing Suggestions
Videos A cooking lesson . We will show you how to
make one of our favorite dishes . Finally , tell
people to come to our restaurant to try the real
version of our recipe
Make a video on gradering .Assume that Thai
food , Japanese food , and Chinese food is
one of our menu items . Our own background
of our food garden , which is full with organic
fish food from farms ,is a highlight .
Show a short film of a recent occurrence that
took place at our restaurant . Make it amusing
and enjoyable .
Make a video with chef's tips every month
.Show off his favorite kitchen tools and
ingredients .Show how to prepare meals ,
manage a clean and orderly kitchen , and
prepare numerous dishes at once . We might
even make a pinterest board for your chef’s
favorite things
Our restaurant’s Key Messages are ‘ Apart with people and Near with food ’ ‘A
remarkable way of gathering with family and friends’

- And Keywords of For search marketing ; Thai , chinese and japanese food near me ,
Thai/chinese /japanese food delivery , spicy food near me , and chinese food delivery

( 13) Direct marketing , personal selling , Public Relations , sales Promotion

Direct marketing

❖ Paint advertisements
❖ Email advertising campaigns
❖ Promoted or paid advertising on social media
❖ Pre- roll ads on social media and other video platforms

Indirect marketing

❖ Search Engine optimization

❖ New articles
❖ Sponsorships
❖ Useful blog posts
❖ Social media fan pages
❖ Social media influencers
❖ Word - of - month
❖ Online reviews
(13.1) Personal selling
PS Tools
Email and SMS marketing
Online Table Reservations
Social Media and Online Marketing
Customer Feedback
Important Feature
Emails and SMS messages can be formatted
using built in templates personalized and
scheduled for every customer .
Customer are able to reserve their table
through the website online or with a call
Integrations with social media platforms help
in rolling out marketing campaigns across
multiple platforms , all forms within a central
dashboard . Offers can be announced to all
existing followers and their and their
connections quickly and conveniently
Customer feedback is gathered to help us to
identify our shortcomings , find opportunities
and to correct mistakes and grow further
 (13.2) Public Relations

Tangibles Seating availability

Parking availability
Attractive building exterior
Clean dining area well-dressed
employees
Using disposable gloves and hair net
Using hand sanitizers and wearing mask
Keeping social distance
Restaurants decor typical to its image and
range
Easily readable and understandable menu

Recovery Employees quickly apologetics for

mistakes cares about customer complaints
provides skill and abilities to deal with
complain employees empowered to
provide to provide compensation

Reliability Providing service as promised

sympathetic and reassuring
Accurate charge
On -schedule service
Dependable and consistent restaurant
 References ;

Beattie, A. (2021, May 25). Four Economic Concepts Consumers Need to Know.
Investopedia. Retrieved November 25, 2021, from
https://www.investopedia.com/articles/economics/11/five-economic-concepts-
need-to-know.asp

Customer Acquisition Cost | KPI example. (n.d.). Geckoboard. Retrieved November 24,
2021, from https://www.geckoboard.com/best-practice/kpi-examples/
customer-acquisition-cost/

Erickson, J. (2018, September 19). 15 Restaurant loyalty program ideas that are timeless
[Delivery & Dine-in]. Limetray. Retrieved November 24, 2021, from
https://limetray.com/blog/restaurant-loyalty-programs/

Fauble, N. (2018, February 21). Disaster Recovery in the Restaurant. Backburner Blog by
TundraFMP. Retrieved November 24, 2021, from http://blog.etundra.com/restaurant
-management-and-operations/disaster-recovery-restaurant/

Finkle, A. (2021, March 11). Restaurant Operations Disaster Contingency Plan. Linkedin.
Retrieved November 24, 2021, from https://www.linkedin.com/pulse/
restaurant-operations-disaster-contingency-plan-austin-
finkle/https://www.ukessays.com/essays/marketing/marketing-plan-for-a-restaurant-
located-in-thailand-marketing-essay.php