![]() CATEGORIES: BiologyChemistryConstructionCultureEcologyEconomyElectronicsFinanceGeographyHistoryInformaticsLawMathematicsMechanicsMedicineOtherPedagogyPhilosophyPhysicsPolicyPsychologySociologySportTourism |
Poor Reputation among CustomersFirst of all we are new on the market and restaurant business. Clients don't possess information on our restaurant and many probably even didn't hear about the country under the name Kazakhstan. So we have to give more money for Marketing and advertising to attract potential customers. First 2 month we will have losses due to promotion of our restaurant and giving the information about us through different advertising channels. After 2 month we are hope to gain some clients and customers. We are going to use market penetration approach to achieve high sales; it means we will use more aggressive marketing mix in order to give the best value for our customers. By offering the best value we are creating a relationship with our consumers and making them come back to our restaurant again and again. Current customers will attract another flow of clients from outside and that will increase our sales and revenue.
Customers have to travel further to get to our restaurant Our customers cannot visit us every day, because we located in the center of Kuala-Lumpur. Thus, it is clear those customers simply cannot get to Kuala-Lumpur and order to visit us. Big rent which it won't need to be paid back. However, mostly people in the capital spend a lot of money which is good for us. And this location has big disadvantage and advantage in the same time.
OPPORTUNITIES:
Recession period
Due to recession period it is wise to take money from bank because interest rate is low. Government respond to recession in different ways such as increasing money supply, increasing government spending and decreasing taxation by doing so government tries to sustain economy. Decrease in tax will encourage producers to produce more. So it is good for us as for producers of food. Open new branches We want to create a branch of our restaurant throughout whole Malaysia and islands inclusively in order to make our food and service available for everyone without going only to Kuala-Lumpur. By doing this we also hope to gain our reputation among customers and be more competitive restaurant industry with other our big competitors. New branches will also allow us to obtain and to attract more customers. It also will give us an ability to serve more our clients and increase our profits. Fulfilling this kind of strategy is the best way for stable growth and high sales. We are planning to open branches in cities as Ipoh, Subang Jaya and islands like Redang, Penang and many others. We want every customer to be capable to reach our outlet without any difficulties with minimum expenditures.
THREATS: Lack of investment This point has a very big percentage of possibility. And if investment will stop then our business will be immediately collapse. In order to avoid it we did everything that we can single cuisine in the whole Malaysia associates our source of investment. We expect that Malaysian government will also help us to build our restaurant, because it is good opportunity to increase number of annual tourists. On the other hand many investors can reject our project due to lack of confidence. Thus, this point definitely can break our ideas.
Marketing Strategy
PRODUCT The main key products are the Kazakh national dishes, such as besbarmak,kuyrdak, kazy and zhuzhyk, which are made with the original recipe. They guarantee devoted and regular customers and long profitable business. Kuala–Lumpur doesn't have even large-scale Kazakh restaurant. Branding Branding is a marketing technique that uses messages and designs, such as logos and symbols, to promote awareness of and loyalty to your restaurant’s brand. The key to effective branding is to implement a consistent creative marketing concept. A good restaurant marketing campaign will feature consistent messages and visual designs in all of its marketing materials as well as the interior and exterior appearance of the restaurant. When developing our restaurant’s branding techniques, we considered the following:
Target market. Our design concept should match our target market. Our target market is catering to empty nesters; your designs should probably be more sophisticated. We are always glad to see new clients. But when person is in other country and with other cuisine, it will be doubtless our first clients are businessmen in Malaysia, and not only Kazakhs. Because our menu is familiar to Russian, Uzbeks, Tajiks and all Central Asian students.
Consistency of appearance. The “look” of our marketing materials and the restaurant’s design creates a consistent image for our brand. Our advertisements, signs, menu, and interior decorating all use a similar design. This will encourage customers to strongly associate our restaurant with certain symbols and colours. Once our restaurant has created an “image,” every time customers see our logo or design or smell our food, they will remember the entire brand and customer experience that goes with it. PLACE
We will be open 6 days a week. We will work from 10:00 AM until 1:00 AM. Serving lunch is 1:30 PM – 3:00 PM, Dinner between 5:00 PM –10:00 PM. Free snacks until 4:00 AM. Each day we can offer different snacks from different countries. And in the weekends we will work from 10:00 AM until 3:00 AM. The lounge will be decorated in creative way. Our designers will create the appropriate atmosphere for relaxation and leisure. It will be the best place for time spending with friends or in family circle and lovely couples.
Pricing
PROMOTION Inventory turnover depends on the sales, and sales related to promotion. Promotion is the main place role in making profit, while advertisement helps to sales. There, we will focus on the promotion. It is expected that we will not have luck of advertisement because such big projects will make automatically popularity amount people. Furthermore, it will lead higher number of customers in the first year. However, marketing does not exist without promotion and that is why will make a big discount and for first customers. Our chef can prepare not only Kazakh cuisine, but also a variety of cuisines as well as hot meals and sweet desserts, and sometimes we will have shares for a certain time, you can dishes from other countries. Thus, our first customers will be in the membership of our restaurant. This strategy will changes from first customers to the regular. Our promotion divided into 3 sections: 1. The Internet public relations is will help us to untwist our restaurant on the highest level because now we live in an eyelid where everything is very developed, especially we want to acquaint all with our Kazakh cuisine. 2. Newspapers - Presently every second reads the newspaper to be to a course of all latest news, thus we can let to them know about opening of our new restaurant. 3. Radio – nowadays, many people driving and listening the radio. That is why we will publish our restaurant to radio. To promoting people to go to restaurant.
Sales Forecast
Exit Strategy How to avoid the fact that the loss did not go in and close the business? In any case no one can be sure that the restaurant business will remain stable or go up. You should always have in stock a strategy for the removal of business from crisis or collapse. Below is our strategy:
Conclusion · The creation of a unique and innovative fine dining atmosphere will differentiate us from the competition. Restaurant will be allocated from other restaurants to its successful and profitable location, at first, for clients and for us, as well as a unique design and decor. · Product quality. Not only great food but great service and atmosphere gives a guarantee, that that our restaurant business will be long and successful. · Controlling costs at all times without exception. Due to intense competition, restaurateurs must look for ways to differentiate their place of business in order to achieve and maintain a competitive advantage. The founders of “Duman” realize this. With the development of Kazakh restaurant, it needs a place that will fit into the 'new look' of the community that is sophisticated and entertaining. The fact that no other restaurant in the area has this concept, services and atmosphere, which presents us with a window of opportunity and an entrance into a profitable niche in the market.
Date: 2015-12-24; view: 1703
|