Homework
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:
• Executive summary: what the brand is, how it will be positioned, who it will target, and the primary objectives (no more than two paragraphs)
• Current market situation i. Food trends (U.S.A.) ii. Full-service restaurants iii. Competition (direct/indirect) iv. Pricing
• SWOT analysis (table format)
• Objectives a i. Year 1 ii. Year 2
• Marketing strategy i. Positioning (expand upon the value proposition in the opening paragraph above) ii. Targeting iii. Integrated marketing mix: four Ps (product, pricing, place, promotion)
• Marketing controls: How will results be measured? How will marketing research be used?
Format your homework according to the give formatting requirements:
• The answer must be using Times New Roman font (size 12), double spaced, typed, with one-inch margins on all sides.
• The response also includes a cover page containing the student's name, the title of the homework, the course title, and the date. The cover page is not included in the required page length.
• Also include a reference page. The references and Citations should follow APA format. The reference page is not included in the required page length.