Strategic Marketing Plan for Blossom
A large, successful restaurant company with a portfolio of differentiated brands is about to launch a new restaurant concept in the U.S.A. called “Blossom.” This will be a full-service restaurant offering a predominantly plant-based menu which focuses on seasonal items using locally sourced, fresh produce wherever possible. The restaurant will be positioned by its values: clean eating, responsible sourcing, and community building.
You are to assume the role of marketing director for the new restaurant concept. You are required to produce a strategic marketing plan for Blossom. Your plan needs to contain the following elements:
1. Executive summary: what the brand is, how it will be positioned, who it will target, and the primary objectives (no more than two paragraphs)
[place-order]
2. Current market situation
- Food trends (U.S.A.)
- Full-service restaurants
- Competition (direct/indirect)
- Pricing
3. SWOT analysis (table format)
4. Objectives
- Year 1
- Year 2
5. Marketing strategy
- Positioning (expand upon the value proposition in the opening paragraph above)
- Targeting
- Integrated marketing mix: four Ps (product, pricing, place, promotion)
6. Marketing controls: How will results be measured? How will marketing research be us