Marketing plan

Thai Fare Restaurant

By Vino
Introduction
The Thai fare restaurant is located in CBD. The restaurant is sandstone and glass buildin
g which features lush indoor gardens intermingled with white clothed tables and a huge
welcoming fireplace in the centre and it has a seating capacity of over 120 people. Ther
e are large windows to three sides offering views of surrounding vineyards and gardens.
 
The customer can eat-in or buy take away food
 
The concept of this shop are good place and value meals. The ambience is sophisticate
d yet replaced with welcoming staff and country-friendly service. The restaurant is fully
air-conditioned during the warmer months, and in winter the cozy open fire and flickeri
ng candles impart warmth and elegance. The courtyard area seats around70 people and
has large freestanding umbrellas for shade in the hot summer months. Enjoy your favori
te lunch alfresco style while taking in the views of the gardens.
Features and benefits
Products: As there are lots of Thai food providing in the market nowadays when we will star
t up new business we need to make sure that we are different to attract people.
So, Thai restaurant has offered the best authentic originally that totally different taste of Thai
food in Sydney. The taste we have made from quality ingredient and same taste as in Thaila
nd. The most of the shops in the surrounding area that we located are café and Italian resta
urant. So, there are quite good location that still have less number of directly competitors or
even less number of substitutes where we are.

Service: Thai-Thai restaurant provide good customers service to all customers. all cu
stomers to be treat as the same standard which our best service. We provide excelle
nt staff who are highly trained and very customer attentive also have good knowled
ge about food and beverages which can recommend to all customers to meet their
requirements. The concept of this shop are good place and value meals. The ambien
ce is sophisticated yet relaxed with welcoming staff and country-friendly service.
SWOT Analysis
Strengths Weakness
 Great location is located in the CBD where is very convince for  High staff turnover
workers, university students and traveler  
   Offering Thai food menus which are already available on the
 The highest quality of food that offer in quality, presentation, market
and price to customer  
   
Professional management them who have more than 5years
experiences for doing restaurant

Opportunities Threats
 The food of customer behaviors are fast food slowing, eating  High competition in Asia food
out less often, and spending more and healthy food, so  
restaurant has a good opportunity to gain the high profit and  Disaster such as earthquake and foods
gain the customer satisfaction by providing the best products  
and service to suit the customer needs  Restaurant lease is up for renewal and the rent will be increased.
 
 Information Technology enhance the business operation to be
a good management such as accounting system (MYOB)
and booking system, online-ordering and advertisement
via internet and social network (Facebook)
The target group
• The target group
•  Any office workers who work around their also university student
and travelers.
• 
• Characteristics of the target group
•  Love Thai food and like traditional taste
•  Customers who looking for good place and value meals
•  Who enjoy eating with fresco style while taking in the views of th
e gardens.
•  Middle the high income people
The proposed promotional technique, including costs ad ti
melines

• The promotional technique include ;

•  Advertise on internet
•  Create promotion such as get 10% discount if purchase more than $100
•  Advertise on newspapers
•  Advertise on magazine
•  Advertise on radio
•  Advertise on billboards
•  
• Budgets: $150,000 for this project
• Timings: 6weeks
Reasons why this technique will be eff
ective
 Advertise on internet: Online or digital/internet vehicles along with mobile communication opportunities provide low cost
advertising options. Leverage on the internet and social media platforms like; Instagram, Facebook, Badoo, YouTube, Twitter
 Create promotion such as get 10% discount if purchase more than 100. The technique will increase sales amount
 
 Advertise on newspapers: Newspapers are also feasible for small business owing to relatively low ad costs
 
 Advertise on magazine: magazines are not quite as accessible for small business as they cater to a niche audience and cost
per target is therefore high.
 
 Advertise on radio: Such vehicles can be used to target mass audience, and the cost per target is low
 
 Advertise on billboards: It is usually used to reinforce message that have been delivered through broader mass media.
Explanation of how the marketing objective will support overall business objectives
The business will use the promotion on magazine, newspaper, radio, billboard and inter
net to increase brand awareness and the number of the business. For these medias, bus
iness designed to use the informal and friendly language to the advertisement.

Explanation of how promotional activities support marketing objectives, with refere

nce to :
 
• Client functions: Increase sales force activities, Maintain quality service reputation duri
ng expansion
• Media announcements: Attractive audience and increase more loyalty customers.
• Product launches: Encouraged audiences within our existing market to choose our pro
duct and service
• Webpage to promote our food and promotion. Interesting in our special offer promot
ions
Aims, purpose and objectives of the promotion

•  Company would like to receive a brand awareness from customers 50% by 2021
•  Become selected as the best new bread and coffee shop in the area by the local sh
op guide
•  Increase sell profit 30% by 2021
•  Maintain quality service reputation during expansion.
•  Break into new markets
 
Budget plan(resources required) for the promotion

Expenditure item/content Price Quantity Total

Personnel $6000 4 $24000

Design $8000 4 $32000

Printing $2 15,000 $30000

Internal promotion $4000 10 $40000

Miscellaneous $1000 4 $4000

expenditure
Outline of action plan for promotion
Content Precautions

Design Design brochure, media advertisement to attractive target customers and use style
and tone to approach target customers.

Printing Print colour brochures to make more attractive and use good quality

Buffer time All activities have to be done in 6weeks

Distribute the coupons Distribute the coupons in front of the restaurant and in shopping centre, train
station in CBD

Internal promotion Create promotion such as get 10% discount if purchase more than $100 to increase
sales amount.

Start Make sure all activities are start on time and running smoothly
The legal and ethical requirements

• The spam Act

• ACCC compliance
• Codes of practice
• Australian Communications and Media Authority
• Australian Competition and Consumer Commission Australian Performing Right
• Association
• Commercial Radio Australia
• Free TV Australia
• Advertising Federation of Australia
• The privacy Act: The Privacy Act(1988)
Organisational policies and procedures

 The team leader builds up the design group, operation group and cust
omer service group
 Employees have to use appropriate body language. Body language co
nsists of the non- verbal signals that we use to convey what we are thinki
ng and feeling
 Comply with WHS legislation and Food safety law
Identification of the team required and their roles and res
ponsibilities
Duties content
General Manager The manager is responsible for the day-to-day operations of the business, including hiring, training and overseeing the staff,
marketing sure that the restaurant is maintained in proper operating condition and ensuring that things run smoothly when the
restaurant is open. They also are responsible for totaling up the daily receipts, marketing sure that the restaurant adheres to all
legal requirements and communicating with the restaurant owner. In medium to large establishments, general managers often
have assistant managers to help them; the owner or executive chef often plays the general manager’s role in smaller operations.

Financial Manager Responsible for preparing quarterly financial statements and overall budgeting. Also responsible for overseeing budgets for cost
centres and individual projects. At completion of financial quarters and at the end of projects, for viewing budget variation
reports and incorporating information into financial statements and financial projections.

PR manager Responsibilities coordinate with public Relations and advertising agencies to develop communication plans on media objectives
and evaluate post advertising. Determine company target audience and communicate suitably. Execute marketing plans and
further business volume to enhance brand visibility and recall. Manage sales and marketing operations and increase sales
growth

PR communication specialist Coordinate media and program articles and develop and manage communications, training and consultation.

Operational team  Solution Development

 Logistics
 Support Implications
 Documentation
Marketing team  Conducting campaign management for marketing initiatives.
 Producing marketing and promotional materials
 Creating content providing search engine optimization for website