Question

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:
1. Executive summary: what the brand is, how it will be positioned, who it will target, and the primary
objectives (no more than two paragraphs)
2. Current market situation
a. Food trends (U.S.A.)
b. Full-service restaurants
c. Competition (direct/indirect)
d. Pricing
3. SWOT analysis (table format)
4. Objectives
a. Year 1
b. Year 2
5. 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)
6. Marketing controls: How will results be measured? How will marketing research be used?
Your plan should be presented in APA format. It should contain 6–8 pages (1,500–2,000 words), not
including your title page, contents page, and list of sources. Your plan should be clearly defined, explained,
and substantiated throughout by your research.
A grading criteria (rubric) is provided for the written marketing plan assignment.
Elevator Pitch
Your boss needs you to summarize the key elements of your marketing plan before she attends

Answer 1

1. Executive Summary: Executive summary is a brief description of a

product that defines a company's product and its services.

2. The current market

situation including price and competition is quite promising and full of good

opportunities.

3. SWOT analysis

represents the strengths, weaknesses, opportunities, and threats.

4. Objectives of

Blossom is to establish and acquire market share in the initial years and then

increase its revenue at a huge pace.

5. Blossom follows the

strategy of the integrated marketing mix.

6. The following tools

of marketing controls are used by Blossom:

· Market share analysis

· Quality controls

· Sales analysis

· Surveys to get feedback from customers

· Service levels

Explanation:

1. Executive Summary:

The XYZ brand has come

up with a new restaurant concept called "Blossom". This restaurant has come up

with a concept Americans have rarely come across yet. Blossom offers a menu

that is a completely plant-based menu providing food prepared from local sources

and freshly produced material. More appealing to vegetarians and vegans, this

restaurant is a must-try place for the non-vegetarians too. After all,

consuming something that is not made from animals but tastes the same or even

better than the non-veg food sounds interesting and pocket-friendly too.

Blossom's primary

marketing objective is to earn the sales revenue of about U.S.$365000 that is

expected to reach up to the U.S.$565000 by the end of year two. This implies

that blossom has plans to increase its sales by 55% in just a year. This will

help them blossom to achieve break-even level in the year second itself.

2.     Current market situation of Restaurants in the

USA:

a)      Food trend in the US: In the global food, restaurant, and hotel consultancy

report, Baum & Whiteman picked 13 Hottest Food & Beverage Trends in

Restaurant & Hotel Design in 2017. The president of the company took out

the top five trends to look out in the year of 2018. The president picked

vegetarian comfort food as his first choice. Based on this, it can be concluded

that the current market for the Blossom Restaurants is full of growth

opportunities as these are vegan restaurants that are serving well in the US,

especially New York, Chelsea, and Manhattan.

b)     A full-service

restaurant is that which offers breakfast, lunch, and dinner to its customers.

In the US, over 40% of the total restaurant industry is covered by full-service

restaurants which means for Blossom, which is also a full-service restaurant,

the market is already serving well and the opportunities of its growth is

higher. The restaurant just needs to provide quality food with its unique style

and taste.

c)     Direct

competition means vendors who are providing the same type of products to

satisfy the same consumer segments. On the other hand, indirect competition

means conflict between the vendors who are not dealing with the same products

but can satisfy the wants of the same consumers. For Blossom, the other

full-service and limited services restaurants are the direct and indirect

competition of it. Moreover, of it, the other vegan restaurant will provide

direct completion to Blossom while the non-vegetarian and non-vegan restaurant

can provide indirect competition to it. In the current market scenario, Blossom

is facing both, direct and indirect competition from other full-service and

limited-service restaurants.

d) In 2015, the US restaurant industry

generated around $200 billion of revenue. The growth rate is also fascinating

with a 2.5% annual growth rate opportunity for the next several years. This is

an estimated growth rate that could be hiked anytime in the future. Overall,

the food industry is generating revenue even with a good price of fast food

products. Prices are higher than ever before and operations are made more

efficient.