Develop and manage marketing strategies

INTRODUCTION- The name of the restaurant is Bombay, its Indian restaurant. It is located in the center of the city at 205 Collins street. It is a very good restaurant to present the 5 star hotel. We have good sitting facility in the restaurant and we also have 5 tables for sitting out side for smoking and other purpose.

Analyze the market

Macro environmental analyses: It is important because it represents all the forces that will affect your business and its micro- environment. The key area to be analyzed in a microenvironment includes: -

Demographics Economic Natural/Environmental Technology Social-cultural

Demographics: It includes an analysis of broader population characteristics, which includes sex, race, occupation as well as race. Australia is a multicultural country. People from all over the world come to this country as immigrants, for business stay, tourists etc.Population of Melbourne city is mainly composed with business people and most of them have their jobs in the city and they are like 59% and rest 41% are tourist and students going to different colleges and universities. Level of education is certainly getting better and better attracting overseas students a lot. People prefer to come Australia to get quality education and also

recognized almost all over the world. People prefer doing office jobs, as they are aware that good quality education can result in better placement and better opportunities. Most of the people come to work in city and after work by evening they went back home away from city to different suburbs.

Economic: Economic growth in city is getting better as there are new constructions of buildings etc in the city which results in the attraction of tourists visiting Melbourne city as well as business. Most of the restaurants, bars, and clubs are in the CBD, which attracts people living in the city as well.

Technological: This is the most important change occurring nowadays. Everyday more advanced equipment; machines etc are being introduced into the market and with the help of Internet we can get information of ant type as it is like a global dictionary. People nowadays book their tickets online; pay their bills make their reservation online, which makes life easier. Consumer can access homepage of Westin hotel that can give them information without visiting the hotel, which is great.

Socio- Cultural: A review of socio-cultural trends is a review of changes amongst the population and cultural shifts in our society. It is a study of the institutions and other forces that shape our values, perceptions, preferences and behaviors. It is important to understand these trends. The ageing of population in the city would be varied. According to our target, which is manly tourist and business class, people and therefore our main customers might be between the age of 24- 48 and regarded tourists as they could be of any age. Nowadays people are more health conscious and they consider healthy food to be fit and live long.

Micro-environmental analysis the micro-environmental forces are those which more directly affect the organization and include-

Customer analysis Competitor analysisSuppliersIntermediariesPublics

Decoration of restaurant

“Bombay” has big windows on front and on the left side. Which gives the restaurant good natural light in day and at night the lights in the restaurant makes it different from others. the view from the restaurant looks splendid when seen through the windows. The interior of the restaurant is wooden. It has contemporary styled tables and chairs and the walls are colored into light beige color. The carpet is colored dark blue. The inner corners of the restaurant have huge green plants. Selection of few good oil painting and chandelier make restaurant look more bright and beautiful. The light instrumental music that plays all day long makes the guest relaxed.

Location and community :

The Westin hotel is located at the most prime location in city surrounded by shopping malls, theaters, the famous Federation Square located around it.

Address: 205 Collins Street, Melbourne.

Telephone: (61 3) 9635 2222

Fax: (61 3) 9635 2333

Toll Free: 1800 656 535

Website: www. Westin.com /Melbourne

Primary Competitors:

The Westin hotel is a five star hotel with luxurious facilities, warm friendly services and stylish accommodation with the most commanding Melbourne address. With some of the city’s largest guest rooms, a stunning lobby overlooking the City Square, eclectic art collection and award winning bars and restaurants. Westin Melbourne has established itself as one of the country’s premier hotels.

The main competitors are all other five star hotels located in the city like: Sofitel Grand Hyatt Park Hyatt Langham Hotel Rialto Hotel Crown Towers Windsor Hotel Grand Mercure etc.

The above list of hotels are our competitor because they are very close to us and they are also in city. Whenever any tourist or visitor come to city the have plenty of chose to visit the hotels and they also got same rank or stars which be have so that’s why be think they are our compititior. Market Potential: -

The hotel is situated in the city center with stunning lobby as well as award winning restaurants and bars. Winner of best overall Hotel in Australia at the Australian Hotels Association 2006 National Awards for excellence; awarded “ Leading Corporate Hotel in Australia” .It is good hotel for visitors. We provide extra care to the customer. We have birthday club. Any customer can become a member of this club. The main feature of this club any body can become a birthday club member easily. For this customer don’t need to pay. For the members we give discount. As we are renovating our business, we are new in he market. That’s why we give some special thing to our customer such as free Internet, first 2 months free phone, free pen and paper. We have big screen inside of the restaurant.

Services

Restaurant very good in services like, separate rooms for the kids to prevent disturbance to the other people . kids rooms are fully facilitated with games and play station so that they will busy in there own activities. We have trained staff to guide the customers to tell them which way they have to go .Hotel have 24 hours reception service, direct internet access , dry cleaning & laundry , secure parking , meeting rooms , fitness center & gym , air condition & heating facilities , bars , lifts for different sections, beauty centers, tea & coffee making facilities and games facilities for kids, wake up alarm .

Marketing’s Plans are :

Market Penetration Entry into the market should not be a problem. The store has high visibility with heavy foot traffic all day long. The local residents and students always support new restaurants and the tourists do not have fixed preferences. In addition, $50,000 has been budgeted for a pre-opening advertising and public relations campaign.

Marketing Strategy Focusing on the unique aspect of the product theme (healthy, tasty foods) a mix of marketing vehicles will be created to convey our presence, our image, and our message.

Print media -- local newspapers, magazines and student publications Broadcast media -- local programming and special interest shows Hotel guides, concierge relations, Chamber of Commerce brochures Direct mail -- subscriber lists, offices for delivery Misc. -- yellow pages, charity events

SWOT

STRENTH

Location close to main attraction of the city Excellent customer service Open for lunch and dinner until midnight Inside of the 5 star hotel Good word of mouth Centre of the city Near to the station

Weaknesses Price is not competitive at the opening time Limited capital Seasonal Business New Crowed

Opportunity

Increasing leisure Increase in stress and anxiety Renewed concern for peace and nature Increasing number of business More people come on holiday

Threats

Competition situated Geographically closely Not enough customers in off peak season

Sales and marketing department Last year Forth

coming yearSalaries and wages 95325 14000Employee benefits 1269 4200Direct mail 21695 38670Point of sale material 5632 2200Printing 65321 42570Brochures 9862 13850Advertising 21569 47650Selling aids 2659 1250Agency fees 2000 2000Printing and stationary 8699 12688Entertainment 21897 32568Other expenses 699 44650

1) we increase more staff and chef to give much more better service then before so it will cost us more salaries and wages . we also have to provide training to new staff.

2) We increase our staff so we have to look after for our staff that’s why we have to provide them special facilities like mobile phones etc.

3) Every business wants to increase there profit , that’s why we spend more money as compare to last four years . we send them special greeting card .

4) We decrease the amount which we usually spend on the point to sale material because be are thinking to spend money on other things.

5) We decreased the money which be have to spend on printing, rather spending more money on printing we select to spend on money on online like TV and on radio. 6) We plan to spend more money on broachers because be are opening a new restaurant so be think to print broachers for new areas like new streets and for new suburbs.

7) We are going to advertise with local radio stations like 100.3,101.9, Internet, and on TV programs for customers. We thought this is the best way

to approach the customers so that’s why be spend more money on advertising.

8) We spend less on selling aids as compare to last four because be spend more money on other purpose so be have less budget to spend on selling aids.

9) Our new restaurant will impress the customers, we think be don’t have to pay more on agency fees. Rather spending on agency fees be have to spend on other activities. 10) As be increase our staff, they are using stationary and printing ,it will cost more. We have to print out more menus for advertising. So that’s why be spend more as compare to last four years.

11) We are looking to entertain our customers like we provide special room for kids with fully facilitated with games, meeting rooms for business people , some individual rooms for different age people.

12) We spend more money on other staph like interior decoration and on new furniture. We spend more money to opens the new restaurant.

marketing research is a procedure use to develop and analyse new information to help managers make decision. Research a a important as it can give us an accurate picture of :

what is happening in the marketing place who is having an impact on the market place how a company can complete in the market place what is the likely to happen to the market effectiveness of sales team and promotional tools understanding the customer behaviour

the most common sources of the research:1. primary data

2. secondary data. Primary Data: is either qualitative or quantitative research conducted for a specific problem or project at hand. Data is then relevant, problem and market specific, and timely.

Secondary Data:Data that has already been gathered or published for some other purpose. Secondary data sources should be exhausted before primary research is undertaken. It must be relevant, accurate and sufficient. It is less expensive than primary research, easily accessible and immediately available.

Main Types of Secondary Data:1) ABS Census/population data2) ABIX business database – Victorian state library3) Internet 4) Business and industry-specific journals and periodicals5) Newspaper and magazines6) A good situation analysis.

There are two type of major secondary research, qualitative and quantitative research

Quality research ; qualitative research seeks In depth, open-ended responses rater than predetermined clear cut answers such as yes or no.

Quantity research ; quantitative research is market research, based on structured, closed ended questionnaires, which aims to gather responses that can be summarized in numbers. When researchers use identical questions and response alternatives, they can summarize the information quantitatively or numerically by percentages, frequencies and averages

ABS is the Australian government agency the collects the information about Australian people. As well as providing financial and economics statics. ABS produce an year book for Australia called the year book Australia. It tells the work produce by the ABS. It provide a details of various aspects of the economics and social condition of Australia. It contains descriptive method dealing with Australian climate, government, defence, education ,

health, and welfare and geographic system. It tells us that hoe many different nationalities living in Australia.

The main types of research are :

Magazine : magazines are publishing weekly and monthly so we can advertise our product by this category. With this people carry the advertisement information for at least this period and magazines are more attractive and more quality of graphics as well. The paper quality of the magazine is also more better then the other print media. so this will leave the attractive impact on the customer.

News paper : we can check the business section of newspaper . it will tells us about the different businesses how they are running? We can plan for the future. We will also advertise and check the competitors. Internet: internet is very helpful to support the business. we will learn how to conduct promotions positioning your contents and the other information about the brands.

7. with survey we can ask simple question it will tells about the likes and the dislikes of the people. To have these type of information , open or closed questionary survey might be the best way. Questionary is below is one of the examples ;

Questionary

1. nationality overseas ( ) local (in Australia

)

2. Age:

__ 11-15 ___ 16-20 __21-25 __26-30 __31-35 __36-40

__41-45 __45-50 and others.

3. how did you get hotel information? __ internet __ magazine __ news paper __TV advertisement

4. Do you come with others?

__ single ___couple __family __ friends ____others

5. what is your occasion?

__ business __travel __wedding __anniversary __birthday

6. what is your favourite cuisine?

__Italian __French __asian

7.how much you expect for per person in restaurant?

_$30 _$40 __$50 __$60 __$70 __over $80

8.what is your average budget spend on travel?

__$100-200 _$200-400 __$400-600 __other

9. how long did you stay?

__1-2days __2-4days __4-6days __other

10.what is the first impression of hotel?

_not good __ok __good __very good __other

11.what type of drink you like?

__alcohol __non alcohol __other

12. what do want for relax?

__watching TV __playing games __ reading __gym __other

Public relations officer we are able to communicate open question with the customer after questionary . It is very good way to know the likes and dislikes of the customer . With the help of PRO be are able to the know choice of customer, so in this way be have confident to ask open questions to customer in the form of survey. PRO also maintain cost that will help us to get more customers. Good relationship always retains the customers and customers come backs to us if they get any type of satisfaction . we can make the relationship with the customers if be are identify our customers with there names and also if be are giving respect to new customers . our marketing plans must be successful if any one wants to run there business perfectly.

monitoring of the staff performance –you can check the staff performance by the customer feedback. By monitoring the staff you are able to know who needs more training .

monitoring the staff attitude - it is responsibility of employer to check the employee attitude or behaviour towards the work. In this way employer is able to know who is good or who is bad .

monitoring the customer attitude – it will includes the method of checking the customers feedback toward us. We are able to know that customer is happy from us or not, if not be are able to know the mistakes.

TARGET MARKETS

The target markets at Bombay are couples and families. Couples come in for fine dinning and to enjoy the meal with their loved ones. Bombay also gives

its customers a home like feeling as they feel that they are enjoying the food at their home as our staff is very friendly and serves the guest in a very good manner. Elder groups like the service and interior of the restaurant as it is very contemporary. Even the younger people also come for good quality of food and to experience the service which we provide. We at the restaurant want that the customer who comes once should never go some where else for the western cuisine because we value the money they pay for. Business men and the nearby residential people come for a take away too.

The two main market segments are:

Demographic view and Geographic view

Demographic: This is a multicultural area of diverse nationalities, so there are people from all over the world. The people living here are Australian, Aboriginals, Vietnamese, Chinese, Turkish, African, Indian, and Lebanese. Some of the singers and writers live in the area as well.

Geographic: As our hotel is in the center of the city, it is very crowded . There are so many people are working or visiting to city so our hotel attracr them , they are like to eat in our place. The groups where I mainly focused are: 1. People who wish to give get together2. Dance parties3. Seasonal functions4. Regular customers5. All age groups

CUSTOMER REQUIREMENTS

We target the customers who value food and the money such as business men elder people couples etc. Our idea always remains high to give the customer the best we can. We serve the way best we can. We always try to satisfy the guest. The service people at the restaurant are very well qualified in their stream. The Chefs at back of the house are also very well qualified

and have experience of more than 7 years in the same industry. The kitchen is very well equipped and made according to the norms and regulations.

MISSION STATEMENT

Our main objective at restaurant is to serve Quality. Because quality has no compromise in this industry .we value customer satisfaction, for which we rely on the quality and quantity; the main point remains always the same which is ‘WE SERVE QUALITY’. This motto always remains the main mission of our restaurant.

Marketing Strategy our marketing plans are to increase the quality service, sale, and customer satisfaction. Our establishment must need to get feedback of the customers because it will help us to achieve the goals which be set for our business. We can also compare the budget with the last year an with the sale if be wants to check our performance

The marketing effort will be split into 3 phases;

1) Opening -- An advanced notice (press packet) sent out by the PR firm to all media and printed announcement ads in key places.

2) Ongoing -- A flexible campaign (using the above media), assessed regularly for effectiveness.

3) Point of sale -- A well-trained staff can increase the average check as well as enhancing the customer's overall experience. Word-of-mouth referral is very important in building a customer base.

AGE GROUP

The age group preferred at our restaurant is between 15 to 65 or above. As Bombay is a good place for having a good time with good food we

particularly prefer such age groups who value for money and food. Families and couples come and enjoy their moments with the excellent food and enjoy the view of open lawns with train passing through

Sales and revenue targets : our sales and revenue target is our good customers like local customers, visitors and other category customers. Our main aim is to provide good service to our customers. Our overall revenue of the week is about $18000 and $72000 is our monthly revenue. Our expensive of overall month is near about $10000 and profit is about $55000 after detecting other expansives.

Geographic restraints : our hotel and restaurant is around the CBD area, so be have very good competitor hotels and restaurants. Westin hotel is in the centre of the city so its very hard to access to westin hotel because of the swanston street. You may have to drive very carefully to enter inside the hotel.

Need for administration and reporting : we spend much more money as compare to last four years. Our main aims are to achieve the goal which be set by giving a good service to the customers so that’s why we spend too much money for budget and to make sure be are not run out for budget. In the end I would like to say that be must have to survey what are the needs of the customers before staring the new business.