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About Kudu

Question:

Discuss about the Project Report On Marketing Plan For Kudu.

Kudu is a Saudi Arabia based restaurant chain with over 327 store outlets across the country (Kudu, 2017). The restaurant was established with the aim to offer a unique dining experience for the people of Saudi Arabia. The restaurant has a highly trained staff along with great infrastructure to maintain the standard of services in terms of quality, efficiency and reliability. The restaurant has received ISO and HACCP SQF recognition for its consistency of service standards (Kudu, 2017). The customers can watch their orders being processed and rest assured that the food is being prepared in a neat, clean and hygienic manner.

The goal of the company is to “offer a unique dining experience to the customers through quality and fresh food of restaurant” (Kudu, 2017). The restaurant has excelled in its services by maintaining its service standard and procuring fresh and quality food ingredients on daily basis. Thus, the restaurant has developed a sustainable business model that would ensure the longevity of the business and assist to reach its goals.

Kudu has strategically positioned itself as a restaurant that offers fresh food to its customers through its open kitchen tradition where customers can watch the preparation of the recipes being cooked and packed (Kudu, 2017). The restaurant has adopted various marketing strategies to promote its products in the market of Saudi Arabia. The restaurant has a dedicated website through which customers can access all the detailed information on Kudu related to its menu, products, stores, quality services and required details. The restaurant also displays its latest products and offers through its website. The customers can choose from a wide range of offers such as combo offers, meal offers and the festive offers that are being served during an occasion. The core focus of the company is quality, reliable and efficient services and it has been able to maintain it over a long period of time (Kudu, 2017).  The targeted customers of Kudu include men & women, students & executives, youth and adults, friends & families, who can enjoy the delicious breakfasts, lunch and dinner at the restaurant (Kudu, 2017).

Kudu may have been able to create a trust among the customers through its quality and reliable services, yet it needs to expand its market in order to grow its revenue and profitability. The restaurant targets diversified customers including men & women, students & executives, youth and adults, friends & families. The restaurant also offers home delivery to the customers to increase its reach ability and overall sales revenue. The restaurant has great opportunity to target offices in the country. Another identified opportunity for the restaurant is introducing meal campaign for the professionals and executives. The plan proposes to offer meal for the executives and professionals at their doorsteps during their lunch time.

After studying the marketing strategies of Kudu, it was identified that the company has a great opportunity to target the market of corporate and professionals (Egan, 2007). The executives and professionals are busy people who do not have time to go out for their meals during lunch hours. Since Kudu has established its restaurant store outlets across the country that serves a diversified range of customers, therefore, it is not able to serve the needs of these busy professionals. In order to offer great services, a brand must take care the needs and wants of its customers (Luther, 2011). Thus, a marketing plan would be developed that would aim to target this group of people.

Quality and Sustainable Business Model

Marketing mix element is one of the concepts of marketing that is being mostly used by the company to develop their marketing plan by analyzing product, price, promotion and place (Lamb, Hair and McDaniel, 2008).

Product: The product comprises of two components that includes meal combo and doorstep services at the offices of the professionals. The meal would comprise of three components including one main course (burger/sandwich/rice beef), one drink (Coke/fanta/sprite) and any one out of salad/fries/sweet dish. The menu would be different for every day so that the customers do not get bored of eating the same food. Now the meal would be served during the lunch hours of the professionals at the doorstep of their offices so that they do not have to travel to the restaurant. This would save their order time and travelling time. Thus, the concept of innovation is being applied to create reliable, consistent and efficient services.

Price: Pricing strategy depends upon the paying capacity of the consumers (Kubicki, 2015)). In this situation economy pricing strategy would be appropriate so that executives can easily avail this service (Schindler and Schindler, 2011). Since a large group of people would be availing this service, therefore, the cost of the product would also reduce and the economies of scale would be easily achieved.

Promotion: In the changing business environment context, digital marketing has become a popular marketing strategy and is being commonly deployed by the companies. Kudu could also use this strategy to reach its target audience. Social media marketing, email marketing and search engine marketing are the most commonly used approaches for this marketing. In this scenario, Kudu could utilize email marketing tactics in order to reach a larger market share.

Further, in order to attract larger number of audience, the restaurant could offer discounts and offers to the executives (McDonald, 2007).

Place: Since the plan has proposed office delivery of meal orders for the executives, therefore, importance must be given to timely delivery of the services. The delay would cause trouble for the customers as their lunch hours are fixed and they cannot afford to waste their time.

In order to implement the plan, the company must develop effective marketing strategies to attract the customers (Percy, 2008). The product has already been developed comprising of executive meal for the customers. Now communicating about this service to the target customer is an important aspect of the plan (Shimp, 2008). Email marketing is one of the most effective strategies that is used to directly reach the potential customers. The data of the potential customers could be collected through various methods. After the email ids have been collected, an appropriate email needs to be developed that highlights the core message of the campaign.

Subject of Email: The subject of the email must be able to capture the attention of the user so that the reader is compelled to open the mail. The subject line would be “Enjoy your meal comfortably at your office”. This is more likely to attract the attention of the reader.

Message Strategy: The image below effectively communicates the subject of the campaign.

Introducing Executive Platter Services for Executives and Professional!

Save Your Travelling Time and Order Placement Time By Subscribing To Our Services.

Enjoy our Scrumptious Meal with varieties and flavors.

Free Office Delivery!!

(Source: Author).

For more details, contact Kudu Restaurant team:

Phone: 966 (1) 419 – 1440, Email: [email protected]

Forecasting is an important element of a marketing plan that helps to project the future trends in the market. It assists to analyze the future market conditions and how would the market respond to the marketing campaign. The marketing plan targets the market segment of commercial office that are located in the centre region of Riyadh. Initially, the targeted offices include the region of Bahrain Tower, Commercial Business District and Olaya Towers so as to deliver effective services. The target group comprises of around one thousand customers and around 20% of them are likely to respond to the advertisement. Thus, the team must prepare to be able to serve to around two hundred customers.

There are several methods to measure and control the marketing campaign and include the following:

  1. Customer Feedback: It is important to consider the views and opinions of customers so as to improve the existing products and services (Yeshin, 2012). Feedback could be taken among the group of consumers who have been taking the services of the company for around a month or more than that. Feedback could be done through survey, or taking one to one feedback when the front staff interacts with the customer. This would help in the development of future strategies.
  2. Target Market Sales: The company must review its total sales achieved to compare it with the projected value so as to assure that the plan is going in the right direction (Percy, 2008). In case the target market sales are very low then some other strategy could be recommended that would yield better sales and profits.
  3. Budgeting: The budgeting factor helps to determine the cost of advertisement as compared to the total sales revenue (Percy, 2008). The sales revenue must be able to recover the cost that was incurred in marketing by the company.
  4. Market Share: The company must also figure out that what is the market share that it has been able to cover in the given span of time to analyze the existing opportunities in the market (Percy, 2008). If the company is able to attract 20% of the target customers then there are still number of offices that Kudu could target in future in order to increase its market share.

References

Egan, J. (2007). Marketing Communication. UK: Cengage Learning EMEA.

Kubicki, M. (2015). The Marketing Mix: Master the 4 Ps of marketing. US: 50 Minutes.

Kudu. (2017). Heritage. Kudu. Available at: https://www.en.kudu.com.sa/heritage [Accessed Online 5 May 2017].

Lamb, C.W., Hair, J.F., and McDaniel, C. (2008). Essential of Marketing. Cengage Learning.

Luther, W.M. (2011). The Marketing Plan: How to Prepare and Implement it. New York: AMACOM Div American Mgmt Assn.

McDonald, M. (2007). Marketing Plans: How to Prepare Them, how to Use Them. US: Butterworth-Heinemann.

Percy, L. (2008). Strategic Integrated Marketing Communication: Theory and Practice. US: Routledge.

Schindler, R.M., and Schindler, R. (2011). Pricing Strategies: A Marketing Approach. California: SAGE.

Shimp, T.A. (2008). Advertising Promotion and Other Aspects of Integrated Marketing Communications. US: Cengage Learning.

Yeshin, T. (2012). Integrated Marketing Communications. US: Routledge.

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