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Marketing Plan of Durham Deli

Write a marketing plan for a proposed hotel launch in a country of your choice. The maximum word count for the assignment in 2500 words.

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Executive Summary

An online and offline eatery called Durham Deli is being planned for the outskirts of Durham city center. Digital Marketing in this plan focuses on providing and selling Easter-themed products and beverages to a health-conscious population. Artificial additives such as artificial sweeteners, preservatives, colorings, flavors and monosodium glutamate (MSG) are not allowed in organic food, which means it is higher in nutrients and less likely to spoil (De Pelsmacker, Van Tilburg and Holthof., 2018, pp 51). The menu at Durham Deli includes a variety of hot and cold beverages, organic foods, and ethnic dishes from the surrounding area. The restaurant's atmosphere is designed to evoke a rural setting. In addition to the many students and young professionals who work from home in the Durham area, these delicacies draw visitors from all walks of life. Fast food and takeout orders are popular among individuals who are busy at work and prefer to spend their free time doing something else instead of cooking.

This is an excellent bargain outlet for Durham residents because the restaurant is a fashionable, interesting place to consume delicious meals in an informal setting. Our chefs employ a wide variety of ethnic foods and methods. Ben and Holly are developing Durham Deli, which will be owned by the two of them. They've been in the tech industry for over five years and are well-versed in the ins and outs of doing business online. They are both graduates from Northeast University having pursued a bachelor’s degree in business and information management. 

Production and operations will fall under the responsibility of Ben. Durham Deli's success is dependent on his vast operational management expertise, which he brings to the table. During the first six months of operation, the Digital Marketing Plan includes an aggressive digital marketing effort. Only a few strategies are being considered for advertising and publicizing the restaurant, including digital campaigns and traditional forms of advertising. For the benefit of the general public, more press releases will be sent. The six-month marketing plan will require an initial investment of around £30,000 to get off the ground. In order to speed the integrated marketing communication at a far earlier date, double payments will be made (Hanlon., 2022, n.d).

Durham Deli is still in the beginning stages of its existence and therefore  registering a business name, and obtaining a business license are included in this service whereby   Holly will organize licensing and required inspections. Durham Deli is slated to open on February 1, 2022, according to current estimates. Durham Deli's mission is to give the people of Durham with a first-rate restaurant serving ethnic food.

Background Information

For almost five years, Ben and Holly, the proprietors of Durham Deli, have worked in the IT industry. They've developed their leadership abilities as well as their organizational traits. To be ready for this massive undertaking, Holly worked as a web developer for a restaurant in a neighbouring town for the last four years. Ben and Holly are ready to open Durham Deli, their first restaurant venture. Mr. Holly has exceptional interpersonal skills and is well-qualified to help Durham Deli become one of the area's best digital eateries. It is the primary goal of Durham Deli to offer top-notch cuisine to its clients in a stylish setting with a wealth of recreational options. For customers who prefer to dine in or take their order home, the meal is provided in a well-organized manner.

MissionDurham Deli's goal is to provide a place where students and professionals who work from home may gather in a neighborhood eatery. We're here to serve and satisfy customers. If we follow this maxim, all else will be taken care of for us. They'll be impressed by what we're able to provide.


Durham Deli's legal form of ownership is currently a partnership business ownership arrangement. For the time being, the partnership legal form was chosen since it allows for complete, shared liability among the owners of the company (Chaffey and Ellis-Chadwick., 2019, n.d). In addition to their own activities, partners are responsible for the business debts and decisions of their other partners. Equally, the partnership's debt can be paid off using the personal assets of all members. Consequently, the necessary licenses must be properly adhered to (Vapiwala., 2020, pp 159). Ben and Holly will each share half of the company.

Ben will be in charge of running the company's day-to-day operations. As a manager, Ben has handled a wide spectrum of people, from six to 45. Holly will be in charge of all financial and administrative tasks. Holly has worked as a CPA for five years. With Holly's financial management knowledge, Durham Deli will be well served.

Durham Deli's financial success is dependent on strict financial controls, which is why it is so important to them. Success is also ensured by providing a high-quality service and delicious food with inventive variations (Dwityas et al. 2020, pp 309). Increased menu prices will be instituted as Durham Deli becomes more popular in order to maintain a focus on the experience of dining with a select few.

Situation Analysis

Durham Deli is a new business, and marketing is critical to its future success and profitability. The restaurant is in a location where individuals can get together in a relaxed, person-to-person setting. University students and people who work from home have a basic need for a location to meet new, like-minded people (Chaffey and Ellis-Chadwick., 2019, n.d). Using an advanced conversation technology, Durham Deli helps professionals meet each other.

Market Summary

Durham Deli is well informed about the market and its most valued and devoted customers. Durham Deli will use this data to better understand its customers, their requirements, and how to better interact with them.

Target MarketTable (Market Forecast)

Potential Customers


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