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Marketing Plan Project Executive Summary This paper represents a business report of marketing plan of a new restaurant food business named Hangout in United Arab Emirates. For developing detailed marketing plan for a new business requires in-depth analysis and understanding of various macro environmental factors, current internal situation, market analysis, consumer behaviour and their consumption trend.
United Arab Emirates has been enjoying modern, diversified and growing retail food sector over the years. Increasing development of new hypermarkets in last few years is the key driver for rapid growth in retail food sector. 90% of the total consumed food especially food ingredients s outsourced from markets and processed in this market. Therefore the domestic firm has huge opportunities in food market of UAE. Consequently, the people have high disposable income and for this reason they are very much reluctant to pay higher price for food if it is presented in a luxurious way and environment. Nevertheless, very few domestic businesses operate in retail food sectors as luxurious restaurant like multinational food chains present in this market. Therefore, future growth of this new business has been identified after detailed analysis of business environment, market trend and consumer behaviour. The main objective its marketing strategy would be to position the brand as luxurious restaurant with a touch of western culture. ...
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