Marketing Strategy) Supporting Sections 1-8-3.0 Marketing Strategy

¶ … Marketing Strategy) supporting sections 1-8-3.0 Marketing Strategy 3.1 Mission 3.2 Marketing Objectives 3.3 Financial Objectives 3.4 Target Markets 3.

Grill Kabob's mission will be ensuring that each customer gets prompt, friendly, professional, and courteous service. Have a comfortable, well maintained, and clean premise for customers and staff. Providing fairly priced, healthy, well prepared, and nutritional meals. Treating all customers and staff with dignity and the respect they deserve. Thanking each customer, for giving Grill Kabob the opportunity to be of service to them. Maintaining these objectives Grill Kabob will be assured of capturing the market and allow the restaurant contribute to its community.

Marketing objectives

Marketing is an important tool for any business or organization, which wants to increase the awareness of its products or services states Smolianov and Aiyeku (2009)

. For successful marketing a company needs to have a set of objectives, Grill Kabob's marketing objectives are establishing its self in the community, increasing their services and products awareness, overall increment in sales, and managing its brand. Since Grill Kabob is a new restaurant, it has to establish itself in the food industry. To achieve this Grill Kabob has set one of its objectives as becoming one of the three restaurants in the community. While spreading the word out of their new restaurant, the company will also have to give people sample meals to promote its products. The sample meals can be served in locations where majority of the community are bound to be found. Product sampling will have the advantage of promoting the restaurant and increasing the restaurants sales.

Financial objectives

Financial objectives are the determinants of a company's return on its marketing plan and the overall profitability Song & Xiaoli, 2012.

For Grill Kabob, the following will form its financial objectives, advertising, costs, revenue and profit. The marketing plan will deliver the best and valuable advertising campaign. Research will be conducted from past campaigns to discover trends which can be incorporated in future advertising. The costs involved in providing the meals are factored in the marketing plan, so as to keep track of them and come up with innovative methods of reducing them, in order to lower the cost of the meals.

The marketing plan is developed in order to generate revenue using various sales and advertising methods. Grill Kabob will have a revenue objective of generating $100,000 in sales during the initial 3 months. The expected profit projections need to be monitored closely. Profit is concerned with how high the meals can be priced and how low the production cost for the meals can get.

Target markets

The target market for Grill Kabob is the local population that frequents the mall and the workers who work within the mall. Neighboring residents who are from the Middle East area should be included in the restaurant's target market. In the future, the restaurant would like to attract tourist who visit the area or neighborhood. Having deals with major hotels, and motels would also increase the target market.

Positioning

Positioning is the way marketers in the customers mind an impression of what they are marketing. To give it an edge over its competitors, Grill Kabob will be the only restaurant that exclusively focuses its entire menu on low-carb, healthy, nutritious, and delicious meals. This will create an image in its potential customers mind and anytime they think of healthy meals Grill Kabob will come first. Also, focusing on Middle Eastern meals will promote the restaurant to the community which mostly comprises of Middle Easterners.

Strategies

With the company mission of serving healthy and nutritious meals, Grill Kabob will have to analyze its current environment to ensure that no external factors will impact it negatively. Conducting customer analysis on the meals they serve. Competitor analysis to ensure that none of them has the same menu at a lower price or better taste, and target market analysis which will allow the restaurant to determine if its target market is interested in the meals on its menu.

There are also cultural considerations that Grill Kabob will have to consider as one its strategies. There might be resistance from other communities considering that the restaurant will serve exclusively Middle Eastern meals.

Marketing mix

The marketing mix for Grill Kabob will include pricing, placement, promotion, and their meals. The meals will need to be sold at the right price not too high or too low. This will ensure that customers do not run away because of high prices or get suspicious of very low prices "The Symphony Paradigm: Strategy for Managing Market Competition," 2011.

The restaurant will need to be placed in a nice, clean, well ventilated and lit place. This will create a good ambience for the customers. Have promotions when the restaurant opens and running of promotions from time to time will entice the customers to return to the restaurant. The meals served should meet high quality standards and be nutritious, healthy, and low in fat.