Marketing Management in Organic Green Restaurants (Research Paper Sample)

Marketing Management in Organic Green Restaurants
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EXECUTIVE SUMMARY
This analyses report is about the Organic greens chain of restaurants in the hospitality industry. It is aimed at evaluating the marketing strategies and public relations tactics used by this company to gain the market share in the highly competitive industry. The areas to be covered include: Techniques for an Efficient Marketing, customers, services, products and future plans of the organization. Strategies used to attract customers, create loyalty, measure customer satisfaction and create customer value.
These analyses also covered the Organic brand identity and the strategies used to build to the present. The effects of social and ethical marketing were also analyzed to establish its connection to branding and relationship marketing. Public relations activities used to establish by this firm strategic relations with its various stakeholders.
All the current market trends were also observed keenly. These includes Philosophical approach, TP, Economic master plan, creativity ability to identify opportunities and varying consumer interest to show the measures that can lead to success of Organic greens company. A conclusion was also made on the best measures to improve the profit earning of the company. Recommendations were made based on the new areas for diversification.
Table of Contents
1. Introduction…………………………………………………………………
1.1 Techniques for an Efficient Marketing ………………………………….
1.2 Customers ………………………………………………………………..
1.3 Proper Marketing Behavior……………………………………………….
1.4 Service Optimization………………………………………………………
1.5 Product Diversifications…………………………………………………….
1.6 Future plans………………………………………………………………….
1.7 How Organic Greens can build a strong marketing Strategy………….........
2.0 Market Segmentation and Positioning for Restaurants …………………….
3.1 Extended Marketing Mix relevant to Organic Greens Group Restaurants……
3.2 Price…………………………………………………………………………..
3.3 Product………………………………………………………………………..
3.4 Promotion………………………………………………………………………….
3.5 Place………………………………………………………………………………
4. Conclusion…………………………………………………………………………
5. Recommendations………………………………………………………………….
1. Introduction
Organic green group of companies operates some of the most exclusive restaurants in the hotel industry to serve customers who focuses on quality and highly nutritive food servings for their meals. This business group has been developing new products to tap the growing demand for ready-made food. Their new services includes introduction of cereal meals for breakfast targeted to families with children. Marketing has been the integral part of the success of this group of restaurants through addition of creative market ideas about the market, product customization, market scanning and high level problem solving abilities. Market research used by the management of Organic green restaurants has enabled the group in identifying the most useful marketing mix in order to capture a certain market segment. Through the proper marketing research analyses, Organic green has dominated the market in the past years because the restaurants have been serving the right quality of food at the right price to customers leading to increased customer loyalty. Sales can further b increased by the various such as customer perception of the product, products from the rival restaurants and promotions. Marketing also plays a big role in establishing how the customers view the service offered to them and the level of satisfaction derived from the services.
Organic Green is the largest food retailer in the industry with nine outlets (History, 2008) serving food to millions of consumers. Strong alignments among the company, its franchises and product suppliers have been important to the company’s success. Organic green’s business model enables it to compete effectively, locally-relevant restaurant experience to customers and be an integral part of the community it serves. This company Operates based on business franchising to deliver great customer experience and drive profitability. More than half of Organic Green’s restaurants are conventional franchisees. Due to the large market share the business is managed as distinct geographic segments that include all the various outlets which are managed independently.
1.1 Techniques for an Efficient Marketing
These are the overall plans which are laid down by the management to meet the required standards of production aimed at satisfying the ever changing customer needs. The plans are based on clear objectives which are established through market analyses and research on the Organic green’s company operations as well as the whole industry which this group of restaurants operates in. There are several techniques which must be adopted by the management team in order to cope with the competition geared towards customer satisfaction, effective service delivery and execution of the marketing plan. The marketing techniques are established by the marketing department at Organic greens to promote sales and they include the customer satisfaction, public relation, social media and advertising, promotions amongst others.
Stages in implementation of sustainable marketing techniques
Market research is used by the Organic green chain of hotels in identifying the most potent marketing mix which is can be implemented to promote sales in all its outlets which are experiencing decreasing returns at the moment. Efficient marketing strategies must also be able to endear the products and services offered by the chain outlets to their customers. The management should be able to price their products at customer friendly prices and also offer tailor made menus for their client’s satisfaction at the right time and quality.
1.2 Customers
Organic green restaurant serves a wide...