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Marketing Plan - Essay Example

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Marketing Plan
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Marketing Plan

The interior of the restaurant will be decorated according to Indian Architecture with Indian Classical music playing in the background. We offer an unforgettable dining experience which takes the customer on an exciting journey through Indian culture. The Market: The Indian food has recently become very popular in the masses due to its unique spicy taste. A good demand exists for this new and delicious genre of food. Our main customers will be the large numbers of New Yorkers who have heard about the Indian food and are looking for a quality place to eat, those couples and families who are bored from the routine food outlets and want something special, and a huge number of south Asian residents and tourists coming to the city centers every year. We are aware that the customers may not feel comfortable with the original names and taste of the Indian dishes. Hence, we shall make the menu look familiar by giving English names, in addition to the original name, to most of the dishes and by offering a lesser spicy option for every meal. Most of these customers are often looking for more than just a nice dining experience. They are looking for not just the taste but the ‘feel’ of the food. At Taj Mahal Restaurant we have a very different and unique style of serving food. People entering the restaurant will feel, from the environment, decoration and music, as if they have walked into an Indian Palace. The hotel staff will be dressed in traditional Indian attires. Amenities such as Mehndi (beautiful patterns on hands for girls and women) and Paan (traditional appetizer for Indian men) will add to the fun of eating at Taj Mahal. Hence our restaurant is not just about serving good food to its customers but it gives an entertaining insight into the Indian Culture, their way of living and their way of spending memorable moments. However, all these arrangements will make the products a little more expensive as compared to other restaurants specialized in different kinds of foreign foods. Most of the traditional Indian recipes are vegetarian and their raw materials are readily available from the market. Indian spices were not very common a few years back but now these can also be located in market. As the spices can be stored for long durations without any deterioration, these can even be imported directly from Indian in large quantities if required. Indian restaurants are still not very common in USA. Those few which are serving Indian food are lack the style and experiences that we are offering at Taj Mahal. Major competition to Taj Mahal is offered by other restaurants serving foreign especially Asian food. Prominent among those are Chinese and Thai food restaurants. The newly earned popularity of Indian culture will however serve as major advantage that we have over other places. Moreover, by developing a good organizational culture and hiring professional cooks and workers, we shall offer a quality unmatchable by any other restaurant in the area. The Strategy: Our restaurant idea mainly focuses on the customers that are looking for something different from the regular eating experience. Affordability is not an issue for the tier of customers looking for stylish, unique and lively outing experience. Hence, price of the food, being kept a little high, will not be presented as a selling point. There are other restaurants which serve different kinds of ... Read More
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