Marketing Strategies for Al-Gizza Pizza Restaurant in Abu Dhabi - Research Paper Example

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MARKETING PLAN ……………………………… Words count: 5103 Table of Contents Table of Contents 2 Executive Summary 3 Situation Analysis5 Macro Environment (External to the firm) 5 The Economic Environment 6 Legal and Government Environment 6 Technology Environment 7 Ecological environments 8 Socio-Cultural environment 8 Supply Chain environment 9 Micro Environment (Internal to the firm) 9 Company Resources 9 Mission, Vision and Objectives of Al-GiZza 10 Market Analysis 12 Defining the market for Al-GiZza Restaurant 12 Market Size 12 Market segmentation 12 Industry structure and strategic grouping 13 Porter’s five-force analysis of Al-GiZza Restaurant 13 Competition and market share 14 Competitors’ strengths and weaknesses and market trends 15 Consumer Analysis 16 Buying decision and influences 16 Buyer motivation and expectation 17 Loyal customers 17 SWOT Analysis 18 Internal environment: Strengths and weaknesses 18 External Environment: Opportunities and Threats 19 Market Research 20 Marketing Strategy 21 Marketing Mix Strategy 21 Market Share objectives 22 Product Life Cycle 22 Implementation of the marketing plan 23 Action plan 23 Personnel: their responsibilities, incentives and training 23 Financial Requirements 24 Monitoring results and benchmarks 24 Conclusion 24 References 25 Executive Summary Companies concentrate more on effective strategic activities with a view to meet consumers’ on demand-expectations. In order to be competitive and to survive in today’s fiercely competitive markets, businesses have not only to seek response from customers, but also discover hidden market opportunities and stimulate demand for their goods or services (Kotler and Keller, 2006, p. 10). Regardless of whether it is small or large in scale, startup businesses essentially need to plan for its business and marketing activities by analyzing various strategies that they can implement for future. Business organizations that manufacture or market goods and services are performing its business function primarily to meet their commitment and responsibilities to the society, consumers and all other important stakeholders. Marketers create benefit or utility that are the want-satisfying power of the consumers (Boone and Kurtz, 2009, p. 5). It is extremely important for any business to see what utility or benefit its goods or services can offer to the consumers and to evaluate the value and money-worth that consumers may expect for them. It is also important to weigh up whether customers are satisfied with the offerings and how they can be turned to be loyal-customers so as to gain advantage as long-term assets. Marketing plan, which has recently gained greater significance among business experts, is an invariably practical tool that can provide insights in to the overall business environments, competitive levels, strategic aspects and major areas of opportunities and threats. As contemporary markets are largely impacted by radical changes in technology, consumer behavior and buying patterns, competition, management and business strategies, marketers have to foresee how these variables may impact their marketing domain and how they can be dealt with. Marketing plan is a roadmap that can illustrate how these marketing forces create challenges on the business and how they can be managed as well. It is an important strategic tool that helps a marketer comprehend business potential and foresee ways with that it can achieve sustainable competitive advantage. It provides detailed explanation of various environmental factors and significant elements in relation to competition, management, and marketing mix and so on. This paper presents a brief marketing plan for Al-GiZza Restaurant in Abu-Dhabi, UAE. Al-GiZza is going to be an incredible experience with dining of multicultural organic food and entertainment for the local Arabian community, people around the world who visit UAE for leisure and other expatriate professionals working in UAE. Though there are many pizza restaurants in Abu-Dhabi, Al-GiZza will certainly attract large numbers of customers for that it provides unique natural experience of green artificial park and child-play areas. Al-GiZza is not just an alternative place for pizza restaurants, but is an amusement corner that provides entertainment facilities for children and others and wide combination of pizza products as well as other relevant multicultural organic food. With marketing plan, marketers attempt to find potential customers and to gain an advantage over other providers of the similar products or services in the same market (Carpenter and Sanders, 2009, p. 10). Effective planning and decision making processes are closely related to achieving marketing objectives, gaining competitive edge and ensuring longer-term satisfactory revenues. Situation Analysis Macro Environment (External to the firm) The Economic Environment United Arab Emirates, though very small in size and population, is highly strong in terms of GDP growth and economic development. For last few decades, UAE’s economy has been growing rapidly due to its economic diversification and greater potential of growing business opportunities. UAE’s economic freedom has been scored as 69.3 since the economy is the 35th largest according to 2012 index, by scoring 1.5 higher than its score in 2011. This growth is mainly driven by improvements in property rights, monetary freedom, labor freedom and economic policies. UAE is the fourth largest of the 17 countries in the Middle East and its overall score is higher than the worlds and regional averages (Heritage.org, 2012). As UAE gained ongoing advancement in economic freedom, it registered one of the best 20 score-improvements in 2012. With economic restructuring, UAE gained continuous growth and improvements in business climate, boosting investment and fostering emergence of more vibrant private sector (heritage.org, 2012). UAE’s economic policy is based on safeguarding and respecting the individual respect in ownership of the means of production by facilitating maximum for any type of business (Terterov, 2006, p. 15). UAE is one of the most attractive places for start up businesses due to a large numbers of economic factors, mainly financing availability, financing explosion, economic policies, and wider marketing opportunities. Due to economic growth potential, Al-GiZza will enjoy considerably higher business opportunities and better marketing stance in UAE. Legal and Government Environment UAE, especially state of Abu-Dhabi provides a supportive legal system to businesses. Abu Dhabi government has been pursuing reformist economic agenda by establishing a number of structural economic reforms. The legal system and government in Abu Dhabi is focusing on improving the efficiency of single window system, e-government program and independent judicial system so as to ensure effective procedure to avoid legal and bureaucratic barriers. Abu Dhabi’s legal system is highly supportive for businesses as the reorganization of the existing legal system is carried out with fuller cooperation of the federal government to facilitate easier administrative procedures of businesses (business.abudhabi.ae, 2012). UAE attracts FDI widely from several countries, but, its FDI still faces various restrictions. Its judicial system remains quite vulnerable to political influence. As compared to many other countries, UAE’s legal system is renowned for that its level of corruption is very low. the ruling families exercise considerably high influence on the judiciary and the rule of law is well maintained. Abu Dhabi owns full land of Abu Dhabi, but same time, according to the 2010 resolution; non-citizens possess right to own, buy, sell, rent and mortgage properties and deal for business purposes. Technology Environment Technology plays relatively less roles in hospitality firms such restaurant and resorts, however, restaurants can still make use of latest technology such as induction cooker, electronic oven and digitalized timing system etc for better performance in a pizza restaurant. All these electronic systems can add greater values to the company as well as its customers. Al-GiZza restaurant will facilitate computerized billing, digitalized communication networking and other relevant technologies so that its employees and other relevant staff will be able to perform their tasks more conveniently. With Wifi enabled networking system, the chefs and other employees at Al-GiZza will be able to retrieve sufficient information regarding food items to be served to different customers, multi-cultural organic food and pizza items required for different nationals, better combination of food and ingredients and so on. By adopting latest technology and adjusting with newer trends, Al-GiZza will be able to get rid of socio-cultural and political backwardness (Joseph, 2005). Ecological environments UAE’s ecology is largely influenced by the excess consumption of natural resources due to rapid growth of industries. UAE as a rapidly growing country has experienced extraordinary economic growth resulting in an increased use of natural resources such as energy, food, fiber, timber etc. By capitalizing on UAE’s hydrocarbon wealth, the country is also able to access natural resources that it may not gain from outside (The Ecological footprint initiative, 2012). UAE has recently developed a newer scientific technique to assess how changes in the electricity and water sectors may affect Abu Dhabi’s carbon dioxide emissions up to the year 2030. UAE is taking rapid positive actions when it faces issues of high per capita footprint. UAE is hosting to a large numbers of world class multinational companies and generating large volume of balance of payments to the country. Large numbers of industries and companies that operate in UAE’s land would certainly impact the ecology of the country, however, it takes maximum care to avoid such harm to its people by using latest technology and strategic tools. Socio-Cultural environment The Arabian social and cultural situations persisting in UAE is very supportive for any business that can strive for excellence and offer highly valued and supreme quality products and services. UAE’s business history shows that it has evolved a rich cultural heritage that has been highly influenced by the resourcefulness of its Arabians to have exploited the harsh environment of the region to the maximum limit (culture, 2012). The country has not only opened its business opportunities to others, but also provided its land and sea to have maximum exploited to make them useful and destinations where people around the world may entertain and rejoice for business and individual trips. The youths and college as well as school children are very much fond of organic and multi-cultural food including pizza as well as ice cream products whereas old aged people are more concerned about traditional foods. Most of the UAE people and others who reach Abu Dhabi from other countries are highly attracted to pizza products and therefore Al-GiZza can certainly attract large numbers of population. Supply Chain environment Supply Chain has recently become a very effective and significant business strategy in marketing. With supply chain strategy, businesses will be able to increase operation efficiency in transportation and distribution of goods by eliminating risks associated with inventory handling, reducing middle men costs and thus increasing profitability. When it comes to UAE, there are large numbers of logistics businesses that provide effective transportation and dealership among countries. Al-GiZza restaurant can use a logistic and supply chain company to increase efficiency in transportation and distribution of supplies of raw-materials required for pizzas. Micro Environment (Internal to the firm) Company Resources Al-GiZza Restaurant will offer wide varieties of cone pizza products to its potential customers. It will be formed as a limited liability company as it enjoys advantages of large capital and limited liability of the shareholders. For raising capital, the company may approach banks in UAE for initial setting up of the business. For the start up stage, company needs an initial amount of 8,50,000 DHS. Since it has to operate various specialized machine to produce pizza products and make other relevant multi-cultural organic food items, Al-GiZza needs 10 experts in machine operation and preparation of the food. These chefs and important personnel must be expert and experienced in cooking as well as preparation of pizza items. They need variety of skills such as preparation of hygienic food, computer knowledge to search for consumers varying interests and tastes, ability to use different ingredients to bring similar results etc. In order its people to be high performers, the company will primarily provide extensive training and development program. Mission, Vision and Objectives of Al-GiZza Armstrong and Kotler (2005, p. 42) found, a marketing plan and more specifically its mission statement defines the basic marketing objectives of the firm in terms of satisfying basic needs of its customers. The very basic and fundamental objective of the company is to continually offer high quality pizza cone products to the customers and ensure maximum business potential through better quality in-restaurant services. Al-GiZza Restaurant’s mission is to “facilitate stylish, convenient and uplifting destination where health-conscious and active customers can relax, energize and take treats of cone pizza”. Its mission is thus to fulfill the personal goal of providing the targeted market with unique dining experience, not just as an alternative place to taste variant of cone pizza, but as an entertainment corner wherein customers will be able to enjoy and meet their varying needs of hunger, thirst, joy and leisure entertainment. As Al-GiZza provides better amenities of natural and amusement parking, it will provide legendary hospitality and thus to appeal to large numbers of customers. With a vision of ‘fostering service excellence’, Al-GiZza restaurant proposes to constantly enhance excellence in services. Service excellence is an extremely important requirement in order to maintain long term profitability and enhanced competitive advantage, because, no firms will be able to retain and make customers loyal unless its excellence in services call customers back to the company. At the core to the corporate objectives, Al-GiZza will be focusing on customer-orientation strategy so as to retain customers and maintain ‘loyalty’ with a view to ensure long-term profitability. Similarly, as part of its marketing objectives, Al-GiZza will focus on maintaining better relationship with its customers to gain the advantages of relationship marketing. Market Analysis Defining the market for Al-GiZza Restaurant In order to achieve highest marketing synergy, the marketer has to plan well, effectively manage and carefully integrate all the marketing mix elements (Wilson and Gilligan, 2005, p. 536). Al-GiZza Restaurant proposes to take an integrated approach to its marketing mix elements so that the company will be able to recognize and evaluate the strengths and weaknesses of each of the elements involved in marketing mix. Apart from this approach, the restaurant will concentrate on relationship marketing and creative promotions such as integrated marketing communication. Market Size A marketer must be able to consider consumers’ perception about value, quality and utility of goods or services as their buying decision is more likely to be influenced by these variables (Duchessi, 2002, p. 81). Customers prefer one particular brand to another, because they anticipate certain values and benefits. Al-GiZza restaurant gives maximum emphasis to improving overall standards and quality of pizza products and services and to be best in class in the present industry. Though Al-GiZza’s market is quite smaller in size, its marketing ideology and vision about enhancing better quality and improving standards will certainly impact the size and level of its market gradually. Market segmentation Segmenting the market is critically important to realize the potential customers and identify their specific and general requirements in order to ensure that they can be rightly met by the offerings. Segmenting the market begins with breaking down the total market for specific offering of a company in to distinct and easily identifiable sub-groups (Lancaster and Reynolds, 2001, p. 68). A marketer may segment his market based on various criteria such as geographical, demographic, psychographic, and behavioral and so on (Stone and Desmond, 2007, p. 175). Al-GiZza restaurant has segmented its total market to five segments. These segmented groups are young, college students, school children, women between 20 to 40 and 30 above savvy business people. Most of their tastes and requirements may vary largely and therefore Al-GiZza has to conduct a wide-ranging market study to see how their life-style, education, cultural and family backgrounds may affect individual taste and specific requirements of these segments. Industry structure and strategic grouping UAE is best known for luxury market and trendy foods. UAE in recent years is witnessing booming business opportunities for trendy foods such as ice cream and pizza products despite increased concerns about obesity and fast as well other foods that cause diabetes and other dangers. Nuqudi.com (2012) reported that latest innovations and newer items appearing in menu increase the market demand for pizza products in UAE. Al-GiZza restaurant will study how this may impact the five-segmented groups and how this opportunity can be seized by the company. Porter’s five-force analysis of Al-GiZza Restaurant The five-force analysis of Al-GiZza restaurant shows that the company will face severe competition from other market players. The competitive rivalry of the company is also influenced by the threats of newer entrants since new businesses can easily enter the pizza market in UAE and they can dominate the market with strategies such as differentiation of pizza items. A small taste-difference or price variance can affect the demand level since there are more substitutes to pizza such as fast-food and small-treat ready-made items and also because of that the switching cost is relatively negligible. Though the competition is expected to be high, the growth potential of the industry and large numbers of suppliers as well as supply chain possibilities pose greater chances of marketing to the company. However, as more substitutes are available in the market, buyers will show more bargaining power which in turn may adversely impact the potential of Al-GiZza’s market. Competition and market share The UAE pizza market is shared by hundreds of pizza restaurants and pubs. Out of these pizza restaurants, 4 restaurants play significant pivotal role in the market. The four main players, namely Biella cafe, Bricco Cafe, Figaro’s pizza and La Mamma in Abu Dhabi hold relatively bigger share in UAE’s pizza market. Though it may not be possible to hold a bigger share in the beginning and to claim to be the leader in the market, Al-GiZza’s marketing strategies and business tactics are meant to play significantly well in the market to hold relatively a better share. Competitors’ strengths and weaknesses and market trends The chart below provides detailed information on competitors’ strengths and weaknesses in comparison with Al-GiZza restaurant. Biella cafe Bricco Cafe Figaro’s pizza La Mamma Green Pizza Targets high income people Targets only youth Target high income people Targets low wages only Target all kind of people Its menu includes other food beside Pizza Specialized in Pizza All kind of fast food, and Pizza Pizza and other food Specialized in Pizza, fat free Pizza. Customer rate around 300 a day Customer rate around 250 a day Customer rate around 250 a day Customer rate around 200 a day Customer rate around 220 Strengths Very popular among Arabian youths Strengths Very popular for youth Strengths Low income keep coming back Strengths Very old in the market build reputation Strengths Large base of customers, from every kind of people Weakness Focus on specific people Weakness Serves only Pizza Weakness Focus on specific category Weakness Focus on specific category Weakness Serves only pizza, so no options for customers Consumer Analysis Analyzing customers in relation to who are they, whom to serve and how their requirements can be satisfied or how they can be differently targeted is extremely critical to a successful marketing plan (McLoughlin and Aaker, 2010, p. 26). In order to analyze consumers and recognize their requirements, Luther (2011, p. 55) stressed that the marketer has to find strengths and weaknesses of each market group segmented and thus to conduct practical experiment to see how their requirements can be met. Consumers of Al-GiZza restaurant are very likely to be from rich people and middle class Arabians as well as savvy business people who are expatriate professionals working in Abu Dhabi. Buying decision and influences Al-GiZza restaurant targets all the five sub-segments by designing and developing most appropriate menus for cone pizza products so as to ensure greater competitive edge. Since consumers are impacted by a large numbers of market and other forces such as quality, word of mouth, people’s perception, media or social networking reviews and so on. No matter consumers’ perception is influenced by these factors or not, they ultimately expect specific value proposition and this is the main reason why consumers prefer certain brand to others. If a product that a company designed and developed is well enough to meet value position and consumers expectation, it may in turn bring positive reviews in media or social networks or positive affect the word-of-mouth. Apart all, consumers’ buying decision is largely influenced by the capacity of a product to meet its customers’ value and quality expectations. Al-GiZza restaurant is not only strongly aware of this fact but also takes maximum measures to influence buying decision of its consumers by positively affecting the quality and value perceptions. Buyer motivation and expectation Consumers are undoubtedly the most powerful drive in the market. They are boss as they decide whether a product should stay longer or not. Landreman (2010, p. 43) argued that people buy things basically for two factors, either to save money or to find happiness. Kernchen (2007, p. 23) strongly argued that a customer’s buying behavior is influenced by five major psychological factors- motivation, perception, learning, beliefs and attitude. He also argued that motivation is the most important factor among these five forces. In order to keep consumers coming back to the business, it is critically important that they should be motivated. Buyer motivation breeds word-of-mouth, positive reviews and even the customer loyalty. Rather than depending n traditional motivation tools, Al-GiZza will make use newer strategies to motivate its consumers such as better marketing relation, highly rewarding in-restaurant services and recognition program for valued customers. Loyal customers Loyalty means that consumers are sticky to a particular brand even though he has wider options. As OaShaughnessy (1995, p. 17) noted, customer loyalty refers to a certain level of attachment to an organization, individual or brand whose performance would not seem to warrant such attachment. Loyal customers are assets to a marketer because of that they tend to repeatedly purchase, use positive word-of-mouths, give healthy feedback or tend to complain when they notice faults rather than switching between brands. In order to maintain and establish a strong loyal customer base, Al-GiZza will keep on enhancing product quality and superior services to make them maximum satisfied with both pizza products and in-restaurant services. Home-delivery services, consumer-employee relationship, public relation, event-sponsorship etc will also help the company build customer loyalty. SWOT Analysis Strengths Weaknesses Emphasis on value creation and customer satisfaction Marketing mix being integrated Customers’ strong desire for organic pizza foods Complexity in menu and other preparatory activities A good portion of the people still don’t like pizza-items Opportunities Threats Advantages of local market in Abu Dhabi Growing trends to joy and entertainment Differentiated pizza-foods Advantages of newer technologies like electronic oven Severe competition from four restaurants Ready-made food available in other shops near to the restaurants . Internal environment: Strengths and weaknesses Al-GiZza restaurant gives greater emphasis on value creation and customer satisfaction and this seems to be one of the significant strengths of the company because of that this can help the company achieve sustainable competitive advantage and bring long term profitability. The company has made an integrated approach to marketing mix and this will in turn help the company establish effective marketing synergy by designing and developing rights products or right services for right price to right customers with appropriate promotions. UAE customers hold strong desire for organic and multicultural products including pizza. Its major internal weaknesses include complexity in menu and some or majority people’s attitude towards pizza as well as fast food items. In order to effectively prepare multi-cultural organic food and pizza items, the company not only needs to find highly capable human capital but also bring various machines and tools that they may use for preparing items. Similarly, there are large numbers of people who are much concerned about obesity and many food items including pizza and fast food. External Environment: Opportunities and Threats Al-GiZza is not going to be a large multinational company or in a big size of a supercentre or a hypermarket, but rather, it proposes to carry out a local business and to keep on-going personal relation and contacts with local Arabians and other professional expatriates. Personal contact seems to be a better opportunity because it can always help the company create better relationship, rapport with customers and ultimately customer loyalty. People in recent years tend to enjoy and entertain their leisure timing in natural parks where they can meet their personal need of hunger and thirst with varying organic food items. Al-GiZza wil be able to meet this particular desire of its people. By differentiating pizza with varying styles of international pizza tastes such as Chinese, Indian, and Italian and so on, the company can attract large numbers of customers. The company can also make use of latest technology such as electronic oven and digitalized systems to be used in its restaurant. Its major threats are competition and closer substitutes. Al-GiZza will face fierce competition from major market players such as Biella cafe, Bricco Cafe, Figaro’s pizza and La Mamma and other pizza restaurants and pubs. Since there are wide varieties of substitutes available in the market such as ready-made and ready-to-use packaged food and drinks, Al-GiZza needs to take maximum care in taking decisions related to quality, price and ingredients. Market Research Market research is a tool and a strategy that can prevent a business from making erroneous decisions that may as a result cause expensive design mistakes in new products, faulty marketing campaign and so on (Pinson, 2008, p. 49). The market for a company needs to be subjected for extensive research in order to prepare a better marketing plan. As market plan comprises of various analysis such as competitor analysis, customers analysis, market strategy analysis, environmental analysis etc, the marketing department in responsibility of preparing the marketing plan is required to research customers’ segments, their tastes and requirements, their feedback and reviews, effective marketing strategies the company may make use of, strategies of its competitors etc. Information related to customers, their behavior, spending attitude, culture and social impacts on their buying behavior, pizza industry profile, and UAE’s market trends and so on is required for the company in order to prepare marketing plan. All this information will also help the company identify opportunities and threats it generally faces from the industry. The research will be conducted based on both primary and secondary data. In the initial stage, the managing team has to gather information and conduct field study by direct questionnaire and online reviews of existing pizza brands and restaurants in Abu Dhabi. Marketing Strategy Pride and Ferrell (2011, p. 31) noted that in order to achieve organizational goals and objectives, the organization must develop a marketing strategy, that includes identifying and analyzing target market and developing a marketing mix to meet the needs and requirements of individuals in that specific market. A marketing strategy includes a plan of action and strategic steps for developing, distributing, promoting and pricing the products or services. Marketing Mix Strategy From the marketing mix perspective of Al-GiZza restaurant, its product will be characterized by quality and best dining experience for customers. The most rewarding, amazing and long-lasting zeal that its products may pose on its customers are quality and best-in-quality dining service. For this objective to be achieved, the company will conduct random quality checks of products and provide its people with effective training for quality services. As far as Price factor is concerned, the cone pizza items will be moderately priced so that it can make sure of an average 200 customers a day. The company will consider penetration pricing strategy with that it will fix lower prices in the beginning and will increase the price gradually once the company attains a specific level of reputation. There is no further need of distribution since the pizza and other products are directly offered to the customers with in-restaurant services. In order to promote customers and boost sales, the company may arrange seasoned sales such as Eid-mega offer, Christmas sales etc. Market Share objectives The market share objectives of Al-GiZza includes Evaluating the value proposition of the targeted customers, Ensure supreme quality for the goods and services, and Maintain a considerable market share position in Pizza industry in Abu Dhabi. Product Life Cycle Products that organizations provide to customers go through various life-cycle stages. As Reid & Bojanic (2009, p. 284) stressed, product life cycle theory suggests that product or service progresses from the infancy stage through growth phase to the maturity and finally to the decline stages. In the introduction and initial stage, Al-GiZza is very less likely to generate bigger profits or revenues, but the company will gradually earn more from more revenues in the growth stage. Growth is the stage where the company grows in terms of revenues and profits. Once the growth is at the maximum, the product reaches saturation and begins decline in which the company may take strategic decision whether to close or differentiate a particular product. Implementation of the marketing plan Action plan The marketing plan of Al-GiZza restaurant comprises of some marketing strategies and analyses. In preparing the market plan for the company, the marketer has to: Find relevant sources and materials to be used for implementing the plan, Ensure involvement of personnel and other staff, as well as process and technology, and Evaluate the marketing strategy and plan to be implemented to ensure smooth functioning. Personnel: their responsibilities, incentives and training Marketing department or management is the main authority being responsible for implementing the market plan. Their major responsibilities include planning, coordinating, directing, controlling and taking effective measures to solve the issues. As and when the management team perform well in relation to any marketing function, they should be motivated with due consideration such as monetary incentives or further training program for their career development. Financial Requirements The marketing management has to predict the total expenditures to be incurred with the help of financial management and to fix a fund for the plan to be implemented. Since this marketing plan includes various comprehensive strategies and studies such as marketing research, the company has to find a total amount of 12,000 DHS for the marketing plan. Monitoring results and benchmarks Once the marketing plan has been executed, it is critically important that the marketing management is responsible for evaluating and monitoring the performance of the project. They are expected to measure how effectively the strategy has been implemented and what benchmark to be set for that. It includes planning, coordination and controlling stage, that include setting the standards, checking the performance and finally finding the deviation from the standards that are set earlier. Conclusion This paper presents a brief marketing plan for Al-GiZza Pizza restaurant in Abu Dhabi, UAE, by analyzing the internal as well as external situations, company’s internal and external opportunities and weaknesses and suggesting the right marketing-mix strategy for the company. This paper has outlined theoretical aspects of various marketing concepts with a view to apply them to the practical marketing experiences of Al-GiZza restaurant. 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