Marketing Plan for Pizza Restaurant - Essay Example

The mass-marketing approach thus considers the market to be one homogenous market segment. When it comes to Pizza Restaurants, their goods, which are pizza-and other food items, may be of different quality, and services are almost similar therefore a mass-marketing strategy of segmentation will be more appropriate. The other two major strategies, namely differentiated (target marketing) and concentrated (niche or product differentiated marketing) (Sandhusen, 2008, 298) are not chosen for Pizza restaurants due to that they are less likely to be appropriate for a service business like a restaurant or hotel.

Though consumers are segmented based on their preferences, they all visit the restaurant and are served food or other products delivered to them when they are in the restaurant, which is very different from all other industries. Answer to Question 2 The food products and dining services that Pizza Restaurant aims to provide to its customers, who are rich hippies from Riyadh, Saudi Arabia, will be able to provide excellent quality of taste and mere satisfaction for their needs and will be branded as a very unique in the market.

Answer to Question 3 Customer relationship management is a marketing strategy that places consumers as the center for all of a business’s marketing operations, to retain the consumers and gain long-term profitability. A better relationship with consumers helps the business retain them for a relatively long time, make them loyal customers, and convert them into increased long-term profitability. It also helps position the brand well and create brand equity in consumers’ minds. Customer Relationship Management will form to be a tool for Pizza Restaurant to be an interactive process for achieving an optimum balance between Restaurant’s investments and customer satisfaction to generate maximum profitability (Shaw and Reed, 1999, p. 4).