Assignment Task
Task
MARKETING PLAN – TARGET MARKET- IDENTIFICATION AND SEGMENTATION Our market consists mainly of people who work and or live in the City, and many of these visit weekly, some daily. Approximately 15% of our trade comes from interstate and overseas tourists. Our customers are predominantly men and women aged 20 to 50 years of age, who are prepared to pay for quality products and service. MARKETING OBJECTIVES Silver Shells Cafe will continue to concentrate on market penetration, increasing revenue by promoting and selling existing products to our existing market with a hope to increase market share. In 2015, a second Silver Shells Cafe in the inner city is planned. MARKETING STRATEGIES – PRODUCT, PRICE, PROMOTION AND PLACE PRODUCT STRATEGY Quality fresh food, attractively presented, varied health conscious menus, good service, fresh vibrant cosmopolitan decor and ambience. PRICE STRATEGY- (PROFITABILITY, COMPETITION, MARKET SHARE AND IMAGE) While we continue to monitor the prices of our competitors, our prices will be commensurate with the quality of our product and service. We will not compete on price alone. PROMOTION STRATEGY Silver Shells will continue to maintain its website and communicate special offers via email and SMS to our database of loyal customers. Flyers are also distributed to inner city dwellings and businesses from time to time, advertising special deals and menus for events such as Valentine’s Day, Christmas and Easter. PLACE (DISTRIBUTION) STRATEGY In addition to having an excellent central location in Hay Street, the Cafe does some office catering for special events, and organises delivery to local offices.
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