Shezan皇家餐馆的营销策略

In this project Im planning to open a new restaurant in Al Quoz area where the focus will be on place and location. The restaurant name will be Shezan Royal restaurant. The main reason to open the restaurant in Al Quoz area is because there are no restaurant in that area. The second reason is to serve low class labor with delicious and affordable food. It focuses in serving best quality food to its customers with a new kind and combination. It offers together a unique taste to satisfy its customers with the serving of quality food stuff. It is a restaurant offers Asian dishes due to large population of subcontinent in UAE and make them fulfill the taste of their own countries here at a very low cost it provide unique packages for labor class. In this project I will explain the product rage / categories, costumer profile, SWOT analysis, Internal and external environment, location and supplier of my restaurant. I will also talk about the place, where I will be able to attract more customers, Price that should be profitable as well as affordable to the costumers, product that should be unique to the customers and promotion which make customers aware of our products.

 

4P's原则—4 P’s: (Place, Price, Promotion, Products)#p#分页标题#e#

 

These four P's are the parameters that the marketing manager can control, subject to the internal and external constraints of the marketing environment. In this section I will concentrate on four major controllable factors of any marketing mix and how they are important in opening new restaurant

 

产品—PRODUCT:

Anything that is capable of satisfying customer needs is known as product.

 

People want to know how much you care, but they also want to know that you have the capability to direct, recommend, guide or select the unique choice for them, concerning your product or service.

 

There are some important things about product knowledge that should be keep in mind such as what your product do or what they can’t do, what your competitor product can and cannot do, what your unique selling plan is, what your competitors unique plans are etc.

 

We will import rice from Pakistan in bulk and will be kept in the store in UAE. A contract will be formed with the foreign company that exports rice in large bulk. The contract will be on monthly basis to import rice.

 

The chicken will be bought from one of the most famous companies, named Al-Sadia Chicken with in UAE.

 

Since we’re opening a new restaurant in a place where there is no restaurant. What matters is that, once we are in a working condition to attend costumers, we’ll welcome the feedbacks from them so that we can make changes in the food material according to what our customers need from us.  Shezan Royal restaurant specializes in distributing a wide channel of foods to the costumers in a single dish so that our customers do not face any difficulty concerning the absence of any particular dish. We offer one Shami kabab with 1/4th of chicken tikka in a single plate of Biryani.

 

We provide the following food items,

 

Chicken Items: Chicken Chilli, Chicken Tikka, Chicken Biryani, Chicken Jalfrezi, Chicken Karachi, Chicken Boneless Tikka.

 

Mutton Items: Mutton Seekh Kabab, Mutton Tikka, Mutton Biryani, Mutton Karachi.

 

Others: Haleem, Fish Biryani Keema, Fish Fry.

 

价格—PRICE:

Pricing is the method of determining what a company will get in exchange for its products. Setting the right price is an important part of successful business. As we know our restaurant is located in the place of low and middle class labor so our price will be low and affordable as compare to other restaurants. We offer quality food on cheap rates to make more and more costumers for the future of our business. Table below is the food menu along with the prices of each item:#p#分页标题#e#

 

Chicken Items Price Mutton Items Price Others Price

 

Chicken Biryani with 2 Shaami Kabab 11 DHs Mutton Biryani 10 DHs Keema 5 DHs

 

Chicken Tikka 8 DHs Mutton Seekh 8 DHs Fish Fry 6 DHs

 

Chicken Chilli 5 DHs Mutton Tikka 8 DHs Haleem 6 DHs

 

Chicken Jalferzi 6 DHs Mutton Karachi 10 DHs Fish Biryani 8 DHs

 

Chicken Karachi 8 DHs

 

Chicken Boneless Tikka 8 DHs

 

The Price of all soft drinks are 1.5 DHs.

 

场地—PLACE:
 

Place play an important role in any kind of business. The right location can be critical to the success of your business. There are many elements to take into account when making a decision of your business about the location. They include finance, transport, the neighborhood, customers, and the longer term future etc. The main aim of our opening restaurant is to serve the people of subcontinent. Our service is mainly for the labor class who do not earn higher income so that they can get good and delicious food in cheap rate near their residence. I have chosen AL QAOZ industrial are for establishing our restaurant. There are a lot of Indian, Bangladeshi, Pakistani, Sri Lankan people live. These people are mostly labor class people and they don’t get higher salaries because of this which they face so many difficulties in their daily routine. By establishing this restaurant that is near to their residence will make ease for these people to get delicious food on cheap rate and will also earn good profit for the restaurant itself.

 

促销—PROMOTION:
 

The improvement of idea, product or point of view through advertising or publicity is known as promotion. Promotion plays an important role in the success of business. Promotion helps in increase sales in a competitive market and helps to introduce new product in the market. It is a tool used by business to inform, remind and persuade the costumers about the products they offer in the market. Without promotion the company will be unsuccessful because their product would have low visibility in the market. As I know my restaurant is based on cheap price for low level of labor so I will promote my restaurant food through sending flayers because the other promotion methods like television, radio are expensive and even useless for low level of labor.

 

SWOT分析法—SWOT ANALYSIS:

 

A SWOT analysis is strategic planning tools that can help managers evaluate the chances that a certain project will succeed. It helps in identifying positive & negative inside your business. There are four aspects of SWOT analysis for an organization which are directly linked with the future result and they used to be recognizing immediately when a business is set up so that there is clear understanding about its performance & competition with other organization. Four aspects of SWOT analysis are given.#p#分页标题#e#

 

Strengths

 

Strengths

 

Weakness

 

Opportunities

 

Threats

 

竞争优势—STRENGHT:
 

Strengths are those features of the business which allow you to run more efficiently than your competitors. Strength could be your unique technical knowledge. Strength are the basis on which continued success can be achieved. We offer affordable price for labor class of people. The other main strength of our restaurant will be the location. Our restaurant will aim to sell the food at very affordable price so that the low income labor living in the Al Quoz area can buy from our restaurant

 

竞争劣势—WEAKNESSES:
 

Weaknesses are the qualities that prevent the business from expected success. Weaknesses deteriorate influences on the organizational growth and success. Weakness is the reasons which not meet the standards we feel they should meet. Our restaurant is new to the market and we lack of understanding of current market. Absence of professional system to run our restaurant. We do not have any system to for a huge variety of food to serve like other restaurants in the market. We focus in serving chicken biryani only

 

机遇—OPPERTUNITIES:
 

Opportunities are offered by the environment within which our business operates. These arise when a business can take advantage of conditions in its environment to execute and plan policies that enable it to become more gainful. We offer a unique service to our customers so that they will get attracted to it. We can become monopolist of that area due to solitary market in our area. We can get more and more costumers by keeping cheap rate of the food. We can increase our revenue by having restaurant in industrial area where people live in huge number.

 

威胁—THREATS:
 

 Threats result from when conditions in external environment jeopardize the profitability and reliability of the business. Threats are uncontrollable. When they arise, the survival and stability can be at stake. Since we are new to the market so customers can be hesitant to taste our food first time. Our ideas and concept can be steal by another competitor. Our business might be closed it could even begin, if the people of the area are irresponsive. Sudden Economic fluctuations can harm our performance.

 

我的任务—MY MISSION:

 

My mission is to sell low price food that satisfies our low class customers.

 

客户简介—CUSTOMER PROFILE:
 

Since our restaurant is located in the industrial area of Al Quoz, it will be advantage for our mission to target that population because it consists of almost labor category people. One of the best thing is that there is no restaurant located nearby in that place. So there is a good opportunity for people of subcontinent to taste our food within very short distance from their residence. Al quoz industrial area is the place where there is majority of Indians, Pakistani, Bangladeshi, Sri Lankans etc. and they can be attracted easily for such delicious food on cheap rate.#p#分页标题#e#

 

产品供应商—SUPPLIERS:
 

A party that supplies goods and services is known as suppliers. Supplier plays an important role in the success of business. I look for supplier who offer relevant and reliable product. The main supplier in our restaurant is Alfarid Corporation and Al Sadi Chicken. Alfarid Corporation is top ranked basmati rice located in Pakistan and supply rice in bulk and Alasdi chicken located in UAE which supply chicken. These two supplier offer best price and also offer credit facilities. The contract is on monthly basis. The good thing about these supplier is that, they send their food product on time without any delay. Rest of the food items like onion, tomato, oil, chili, masala, salt, etc all are supply by Alnoor Corporation on daily basis Alnoor Corporation offer best food items with good price. It also offer package of Masafi pure mineral water with soft drinks.

 

总结—CONCLUSION:

 

In conclusion I’m planning to open restaurant that should be successful in future. So I have chosen a place in Al Quoz Industrial Area. As we know that the population living there in Al Quoz are mostly labor class people. So I will keep the restaurant standard according to the level of people living around the restaurant. It’s a common thing that labor class people get low income so, I will also keep the prices of food items low. I will maintain the quality of the food good to attract the customers so they could get delicious food on low price. I will import rice from abroad and chicken from UAE in bulk. My strength will be best location where there is no other restaurant. I will promote my food items through sending flayers because I can’t afford other advance and expensive method of advertising. I specialize in desi food so I will chose the place where I will be majority of subcontinent. The main weakness of my restaurant will be absence of professional system. I have experienced workers so there will be a good opportunity to try different type of other delicious food to attract more customers. My mission is to sell low price delicious food that satisfies our low class customers.