Develop a Airport Restaurant Marketing Plan.
The Marketing Plan must provide the following content criteria:
Draft a comprehensive overview of the marketing plan. This is drafted LAST. Content must be concise, such that it is no longer than one page.
Current Marketing Situation:
Draft of this section by highlighting the market, customer solution (i.e., product/service review), competition, and distribution review. Content must include:
Current marketing efforts and knowledge of competitors and customers define the organization’s position in current market
Major industry trends outlined to inform and identify the opportunity
Comprehensive description of target market, to include customer profiles, buying roles, behaviors, etc
SWOT, Objectives, and Issues
Complete a SWOT analysis to include the strengths, weaknesses, opportunities, and threats the product or service may face. Content must include:
SWOT analysis includes the strengths, weaknesses, opportunities, and threats the product or service may face
Objectives are supported by short- and long-term goals which are attainable and time-bound
Issues include pertaining micro- and macro-environmental factors impacting the organization
Develop content for the Product (or Service) strategy section of the marketing plan. Content must include:
Product / service solution provided is clearly evidenced
Pricing structure and determination method is provided
Distribution strategy provided with evidentiary explanation
Promotional strategy clearly outlines the outreach and communication efforts
Develop content for the Pricing Section, Delivery Network and Distribution Section, & Promotion Section of the marketing plan. The actions clearly identify the following:
What will be done?
When will it be done?
Who will do it?
Budgets & Controls
Develop content on the supporting budget necessary to carry out marketing efforts. Content must include:
The budget provides an estimate of marketing expenditures.
Criteria for monitoring and evaluating the marketing efforts demonstrates a comprehensive understanding of key performance indicators (KPIs)
Research & Style and Mechanics
Excellent research into the issues with clearly documented citations to the uploaded textbook
Provide at least 2 other resources, in addition to the uploaded textbook.
Sentences clearly structured and carefully focused.
Entirely free of spelling, punctuation, and grammatical errors.
The Marketing Plan must be a between 1833-2750 words (excluding title page, table of contents, page/paragraph headings, in-text citations & reference page)
As the primary source for this order, consult the provided/uploaded “Principles of Marketing” textbook for the basic contents of a marketing plan as listed in Table 2.2 | Contents of a Marketing Plan, along with the provided/uploaded “Marketing Plan Outline.docx”. All other sources used must originate from www.commons.erau.edu OR from the United States.