Marketing Plan For A Restaurant At Coconut Plantation Resort, Hawaii

Potential target markets

Discuss about the Monitoring Destination Sustainability Strategy.

A marketing plan is essential for any business or company to thrive in this competitive world. It helps to identify the steps that a business needs to follow in order to achieve a specific set of goals that is set by the management of the company. The company should invest in a good marketing plan so that it can avoid any unnecessary risks and put the company at risk. In order to attract the attention of the potential customers or consumers of a particular product or service, a strong and sound marketing plan in essential. This write up discusses the case of a hotel based in Hawaii and formulates a marketing plan for a restaurant.

The archipelago of Hawaii is a picturesque location that attracts many tourists. The volcanic archipelago attracts many tourists, which acts as a major contributor to the economy of the region. The Hawaiian tourism industry consists of a mix of population of different races and ethnicity. Tourists from North America consist of the major portion of the tourism industry in Hawaii. The archipelago attracts tourists from places like Japan, Asia, Europe, and Oceania. The current visitors to Hawaii comprise of an eclectic mix of tourists from all these places. The tourism industry in Hawaii has two potential target markets. They are the middle-eastern countries of the world and the European countries of the world. These two regions are the potential target markets of the Hawaiian tourism industry (Hirashima et al. 2017). Market analyses for the tourists from the middle-eastern countries show that there is a growth potential in the tourism from countries in this area. This is because there is an increase in the disposable income in the people of this region. Since there is a difference in the topography of the region, Hawaii can act as a welcoming change to the tourists from this region. The topography of the middle-eastern countries varies greatly from the Hawaii. The European countries too can contribute significantly to the tourism industry in Hawaii (Choo, Park and Petrick 2011). The tourists from the European countries already have a great spending potential. The exotic Polynesian culture appeals to the tourists of the country, which makes the tourists of the countries of this region one of the potential markets of Hawaii (Spencer 2013).

The restaurant that is to be built is for a resort, which is surrounded by coconut tree plantation, which makes for the scenic attraction to the tourists. The Coconut Plantation Resort stands on a location that is of historical importance to the Polynesian culture. My recommendation to the Blackfield Hawaii Corporation is to build a restaurant that caters to the taste and preference of the visitors to the archipelago as well as that, which presents an essential Polynesian cuisine and flavour to the tourists, which helps them to be aware about the culture and ethnic background of the state. Since the archipelago witnesses tourists from different countries of the world, the restaurant that the Blackfield Hawaii Corporation is going to build must cater to the tastes of these tourists and present the original flavour of the culture that is native to the island. For the development of the resort, the restaurant that should be built should be a multi-cuisine restaurant. It should also consist of an ice-cream parlour for the children and adults alike, a fast food joint for the non-experimental and a Chinese outlet that provides light and authentic Chinese food items.

Type of restaurant Blackfield Hawaii Corporation should build

A multi-cuisine restaurant is my choice of restaurant that Blackfield Hawaii Corporation should build because of the reasons stated in the above paragraph. This type of restaurant can act as an attraction to the tourists as it can cater to the taste and preference of the tourists that visit the archipelago of Hawaii. The restaurant should also have a segment that offers Polynesian cuisine to the tourists. This concept can be clearly elucidated using the concept of the 4 product levels in marketing. The four product levels in marketing are core level, expected level, augmented level and potential level (Stark 2015).

Expected product level: The expected level of this restaurant will be to satisfy the taste and the expectation of the customers that come to the restaurant. The proposed restaurant must be up to the standard of the tourists and the customers that are visiting the place. The purpose of the expected level is to keep the customers happy and contended with the product. The restaurant should serve quality food products that keep the customers happy and satisfied.

Augmented product level: This level characterizes the offers that are offered by the company and its competitors. In this level, the marketer differentiates the product by adding value to the core product in respect of responsiveness and reliability. In this case, the proposed restaurant should be compared with the existing competitors so that it can gauge the areas and the aspects which need to be focused on and which are the areas that can become the USP of the restaurant.

Potential product level: The potential product level essentially helps to capture the attention of the customers by redefining its products. In this case, the restaurant can be redefine its product by resorting to the Polynesian culture into the theme of the restaurant. The waiters and servers can dress up in authentic local outfit, which can attract the attention of the tourists. The value of the restaurant can thus increase manifold with this change (Ludden and Van Rompay 2015).

The price point in a marketing strategy is essential to determine the point at which the price of a product is to be decided. In this case, too, the price point of a product is essential as it determines the price range at which the food items of the restaurant are to be sold. It is essential as it can either attract or detract the customers from the restaurant. It is essential to highlight the price point of the goods that is available in the establishment with the help of which, the customers can make an informed decision. The positioning strategy of the restaurant and the food items in the restaurant must be such that it attracts the attention of the potential customers and the tourists (Mayer, Stadler and Hautz 2015).

	Target Market	Reach	Lifespan	Frequency	Medium	Message	Objective	Finance
Adv	Tourists and also interested locals	The reach should be to every level and strata of tourist that visit the island.	Six months prior to the opening till about 1 year after the opening.	The frequency should be about every 2 hours for TV, for newspaper it should be about every 2 days and for magazines it should be every 2 weeks.	Bill boards, social media, magazines, newspaper and television.	The	The objective is to lure the customers to the new restaurant by flashing new and attractive food items to the customer.	The finance of the restaurant for the initial few months should be looked after by the management of the hotel and then the finance should be looked after to ensure profit to the management (Fill and Turnbull 2016).
Sales	The local and the tourist.	The reach should be deep.	The sales plan should be of about 2 years since the commencement of the operation of the restaurant.	The frequency of the campaign should be about every 5 days.	The medium of the campaign should be with the help of a competent sales executive.	The message should attract the prospective buyers as well as sellers to the company.	The objective of the sales plan is to attract the attention of the potential buyers and sellers.	The finance of the sales program should be spread out evenly. As it is one of the most crucial elements of a marketing strategy, it is important to dedicate the maximum amount of fund to the sales plan.
Promo	The target of the promotional strategy is the tourists and other hotel chains.	The promotional plan to reach the target audience.	The promotion plan should commence from the initial advertising of the restaurants. The initial six months are crucial in this aspect.	The frequency should be every 7 days, which should increase as the opening dates come close.	The medium should mainly be based on the electronic platform along with the print media.	The message for the promotion plan should highlight the restaurant to the prospective customers.	The objective is to attract the attention of the potential customers and tourists of the restaurant.	The finance of the promotion plan should be divided equally so as to prioritize the importance of the plan according to the slot.
Direct	The target market is the customer and the tourists.	The reach should be such so that the customers and the tourists are aware of the restaurant.	2 months prior to the opening of the restaurant till about 1 month after the opening of the restaurant.	The frequency should be around every alternate day.	The medium should be direct and personal communication.	The message should inform the other party about the restaurant in details.	The objective is to attract the attention of the tourists and the locals.	The finance dedicated to this plan need not be a lot as it mainly involves direct communication (Parente and Strausbaugh-Hutchinson 2014).

References:

Choo, H., Park, S.Y. and Petrick, J.F., 2011. The influence of the resident’s identification with a tourism destination brand on their behavior. Journal of Hospitality Marketing & Management, 20(2), pp.198-216

Fill, C. and Turnbull, S.L., 2016. Marketing communications: brands, experiences and participation. Pearson. 

Hirashima, A., Jones, J., Bonham, C.S. and Fuleky, P., 2017. Forecasting in a Mixed Up World: Nowcasting Hawaii Tourism. Annals of Tourism Research, 63, pp.191-202

Ludden, G.D.S. and Van Rompay, T.J.L., 2015. How does it feel? Exploring touch on different levels of product experience. Journal of engineering design, 26(4-6), pp.157-168 

Mayer, M.C., Stadler, C. and Hautz, J., 2015. The relationship between product and international diversification: The role of experience. Strategic Management Journal, 36(10), pp.1458-1468. 

Parente, D. and Strausbaugh-Hutchinson, K., 2014. Advertising campaign strategy: A guide to marketing communication plans. Cengage Learning.

Spencer, D.M., 2013. Monitoring Destination Sustainability: The Case of Hawaii.

Stark, J., 2015. Product lifecycle management. In Product Lifecycle Management (pp. 1-29). Springer International Publishing.