LA Cuisine Marketing Story - Coursework Example

? LA Cuisine marketing report LA Cuisine marketing report LA Cuisine is a chain of restaurants that one finds right nextto well known LA gym. The management has established to serve the people who visit the gym with meals. The people in the gym include the instructors who aid the people to achieve their fitness goals. LA gym has eighty gyms in UK and various, multiple health club locations. For people to achieve their fitness, they have to maintain their fitness diet. The management has established LA Cuisine to serve people with the food supplement required for a healthy diet. It has a wide range of meals to suite all individuals and workouts. The main offering that the restaurant make includes protein booster for body builders, slim fat meals for people who intend to lose weight, high crab meal for those taking endurance training, and low meals for the one who want to acquire a lean body and muscle. The restaurants will offer the customers with advice on the best meals that fit their workout. The restaurants will offer three meals breakfast, lunch, and dinner (Loudon, Stevens, and Bruce, 2004). a. Marketing plan overview Marketing refers to a method of determining the value for ones products or services and taking the appropriate procedure to communicate the information to customers. Before deciding on the price that one will offer in the market, a reasonable analysis should be conducted on the target group or customers. LA Cuisine has clearly identified the target group and analyzed their needs. The restaurants will, therefore, make substantial returns due to proper selection of a unique opportunity (Loudon, Stevens, and Bruce, 2004). The researcher who will have the responsibility of marketing the restaurants should put into consideration The Four Ps. These include product, price, place, and promotion. For the researcher to emerge with the best marketing method that LA Cuisine should adopt, they should concentrate emerging with an appropriate marketing plan. Products refer to the commodities that the entity will offer. Price is the charges that the management will be implementing for every commodity or service. Place is the location of the entity where the business will take place. Promotion refers to the various strategies that the business will offer to help people find about the product. Where the researcher concentrates on the above, LA Cuisine will be successful to dominate the market of serving their customers with the best services (Website marketing plan, 2012). Marketing objectives The objectives set out the goals that the business wants to achieve in the course of the marketing process. LA Cuisine should aim at attaining various objectives that will lead to success and comprise of both corporate and functional objectives. Corporate objectives are the one that concern the business as a whole, while functional objectives are the objectives for various marketing activities. For a business to be successful, the objectives should conform to the SMART criteria below (McDonald, and Wilson, 2011). 1. Specific- the objectives should state exactly what should be achieved. 2. Measurable- the objectives should be flexible in a manner that the management can measure them. It should be possible for the management to determine if they achieve their objective. 3. Achievable- the various laid out objectives should be realistic. They should conform to the resources of the entity. 4. Relevant- the objectives should have material relevance to the staff who have the responsibility of achieving them. 5. Time Bound- the management should set the objectives with a time-frame in mind. This will ensure that the management sets realistic and attainable deadlines for various objectives. LA Cuisine should follow the above criteria to achieve the set objectives. With a strict adherence to the above criteria, the company will derive fruitful results in achieving the stipulated results. Marketing ethics This is a field that deals with the various moral principles that govern regulation and operation of marketing. The most critical areas of marketing ethics include the ethics of advertising and promotion. The management should evaluate ethical problems according to the values they infringe to the business. It should ensure that it displays honesty, privacy, transparency, and autonomy when carrying out its activities in marketing (McDonald, and Wilson, 2011). The management should also address the problems according to the people they affect. These people include competitors, the society, and consumers of the services that the business offers. This will ensure that the business succeeds in solving ethical issues that affect the entity in a responsible manner. LA Cuisine should ensure it conforms to the ethical issues that govern its operation. This will make a substantial contribution towards that success of the entity (Loudon, Stevens, and Bruce, 2004). b. Marketing mix decisions This refers to the decisions that revolve around the 4 Ps of marketing. It entails the different kinds of choices that an entity makes during the process of introducing a product to the market. A strong marketing mix is necessary is extremely vital during the process of marketing products and services of a business. The management can measure the likeability of food that the restaurants offer through determining the satisfaction level of the customers. LA Cuisine should come up with an excellent marketing plan to dominate competition that will arise from other restaurants (Belohlavek, 2008). The 4 Ps includes: 1. Product LA Cuisine should offer products that fit the needs of the customers. Factors such as quality of services, safety, style, interior and comfort provided to customers are also beneficial. LA Cuisine has a favourable collection of food for people who attend the gym. This will favour the success of the entity. 2. Price When solving pricing decisions, the management should adopt the value pricing since the customers will be happy with the services they receive for the price they have paid. The management should consider the price offered by other firms in the industry. 3. Place The location of LA Cuisine is appropriate since it is just next to the gym. This will enable it to make reasonable sales since the customers are just in the next room. The company can also offer delivery services to increase its demand. 4. Promotion This involves informing the customers of the available goods and services. The internet is the best mode of promotion that the company can adopt. The business should develop a website that will reach an enormous and a significant number of people and to market its products. Decision making process This is a tremendously crucial step that businesses should put into consideration when marketing their products. The decision making process of a customer is usually a five stages process. The customer identifies a problem that demands a solution. They then search for information on the available means of satisfying the problem. After getting the available information, they evaluate the alternatives and purchase the one that is perfectly favourable among the options (Belohlavek, 2008). They later make a post purchase evaluation that determines their possibility of buying the goods or services again. This model is particularly essential since it makes the marketer put into consideration the buying process, as opposed to purchasing decision. This will enable the management to come up with measures that will make the company win many customers. c. Plan evaluation An evaluation of the plan is essential to ensure that the business operates in accordance with the plan. The management use the plan to establish if the marketing tactics are working as intended. An analysis of sales or fee income is essential since it indicates the growth of business. The management should conduct this analysis bearing in mind the variances and discounts in fees that affects total sales. The management should glean out valuable insights on how customers select the best provider of services. They achieve this through having a conversation with clients and asking them whether they have heard of the entity (Belohlavek, 2008). The management should carry out an evaluation of the method of advertising or promotion that the business adopts. They should ensure that it should produce direct responses from the customers. They should adopt multiple methods of contacts to ensure that communication is efficient and available in the right advertising media. The management should evaluate the marketing tactics of marketing to ensure that they make it easy to sell the business’ services. The management should evaluate the plan to ensure that it has a positive return on investment (Website marketing plan, 2012). An analysis of restaurant performance index is also indispensable when analyzing performance of the business. There exist quite a number of restaurant providers who offer similar services. The rising performance indicates that the LA Cuisine will be successful because the business is performing well in the industry. Diagram 1 The researchers should evaluate the plan and make reasonable change that will enhance the company to achieve the expectation index that the management expects. The management should make sure that the members of staff are skilled so that the goals can be achieved. LA Cuisine should adopt appropriate measures of advertising its services to meet competition. The United Kingdom has a large population and, therefore, many people visit the gyms to keep themselves physically fit (McDonald, and Wilson, 2011). LA Cuisine faces reasonable competition from other restaurants that provide similar services to the population. The management of the LA Cuisine has to adopt various measures that will ensure that the company dominates in market. This will include offering quality services to customers. The company can also diversify the business by opening up other restaurants in locations other than LA fitness gyms. This will make the entity realize substantial profit that will enable it to provide promotions that will increase the customers. References Loudon, L. D. Stevens, E. R and Bruce, W. 2004. Marketing Management: Text and Cases: Routledge Belohlavek, P. 2008. Unicist Marketing Mix: Blue Eagle Group McDonald, M and Wilson, H. 2011. Marketing Plans: How to Prepare Them, How to Use Them: John Wiley and Sons Website marketing plan, viewed 18 March 2012, http://www.websitemarketingplan.com/mplan/evaluateplan.htm/ Read More