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TITLE: SORRENTO PIZZA MARKETING PLAN TEAM MEMBERS & STUDENT ID: UNIVERSITY CANADA WEST COURSE NAME: MRKT 621: MARKETING MANAGEMENT INSTRUCTOR NAME: Buarny Kunjappan DUE DATE: 2021-03-13 Academic Integrity Statement: We agree that this report's work is our own work and that we have given credit to all sources of information used in our report by including citations and references in
APA format. We acknowledge that we are expected to exercise the utmost academic integrity in all work submitted for this course. Signature: Andrea Antunes da Silva, Benjamin Ayanda, Fahimeh Aminian, Malvika Bachhas, Nazanin TABLE OF CONTENTS 1. ORGANIZATIONAL OVERVIEW ........................................................................................ 4 Situation Analysis ........................................................................................................................ 4 Objectives with the marketing plan ............................................................................................. 4 2
Mission statement, organization's fundamental values, and philosophy ..................................... 4 Geographic location ..................................................................................................................... 5 Product Mix ................................................................................................................................. 5 Company organization chart ........................................................................................................ 5 Sectors interned in the company .................................................................................................. 6 2. SWOT ANALYSIS .................................................................................................................. 7 Strength Analysis ................................................................................................................. 7 Weaknesses .......................................................................................................................... 7 Threats ................................................................................................................................. 8 Opportunities ....................................................................................................................... 8 Ansoff's Matrix ............................................................................................................................ 8 3. MARKETING RESEARCH ................................................................................................... 9 Figure 1: Source: Primary data and Secondary data based on marketing research ............... 9 Primary Data ...................................................................................................................... 10 Secondary data ................................................................................................................... 11 4. SEGMENTATION, TARGETING, AND POSITIONING ................................................... 12 Table 1: STP ......................................................................................................................... 12 Segmentation ..................................................................................................................... 13 Geographic Segmentation .......................................................................................................... 13 Demographic Segmentation ....................................................................................................... 13 Behavioral Segmentation ........................................................................................................... 13 Psychographic Segmentation ..................................................................................................... 13 Targeting ............................................................................................................................ 14 Size ............................................................................................................................................ 14 Profitability ................................................................................................................................ 14 Reachability ............................................................................................................................... 14 Differentiability: ........................................................................................................................ 14 The criteria size .......................................................................................................................... 14 Product and Service Positioning ........................................................................................ 15 Symbolic Positioning ................................................................................................................. 15 Functional Positioning ............................................................................................................... 15 Experiential Positioning ............................................................................................................. 15 5. STAGE OF THE PRODUCT LIFE CYCLE ......................................................................... 16 A. Introduction ........................................................................................................................ 16 3
B. Growth ............................................................................................................................... 16 C. Maturity ............................................................................................................................. 16 D. Decline Stage ..................................................................................................................... 17 6. MARKETING MIX ............................................................................................................... 18 Product Strategy ................................................................................................................. 18 Price Strategy ..................................................................................................................... 19 Promotion Strategy ............................................................................................................ 20 Place Suggestion ................................................................................................................ 20 7. MARKETING BUDGET ...................................................................................................... 21 8. CONTROL/MONITOR ......................................................................................................... 22 Income Statement ...................................................................................................................... 23 Table 2: For the year ended 28 Feb 2021 .............................................................................. 23 9. REFERENCES ...................................................................................................................... 24 10. APPENDIX ........................................................................................................................ 26 Appendices 10.1 - Sorrento’s Pizza Menu Pricing ................................................................... 26 Appendices 10.2: Social Media Audit ....................................................................................... 29 Appendices 10.3: Hierarchical organization chart ..................................................................... 30 Appendices 10.4: Location ........................................................................................................ 31 4
1. ORGANIZATIONAL OVERVIEW Sorrento Pizza is the name of the restaurant that opened in 1983. Alfonso Marino opens the main restaurant in the 1950s in Italy. It was the place that he taught about making the love of pizza. It is a restaurant based on high-quality ingredients and gives an excellent experience to pizza lovers worldwide with different pizza tastes (Sorrento pizza, 2021). Situation Analysis The restaurant has only been open for a year and is looking to expand the number of dishes it sells regularly. Objectives with the marketing plan 1. Brand awareness. 2. Grow seating capacity and market share. 3. Establish a community's reputation as a high-quality, reasonably priced restaurant Mission statement, organization's fundamental values, and philosophy According to Sorrento pizza (2021), the restaurant's mission is to show the traditional Italian pizza made with love. They are famous for their delicious thin and crispy crust & fresh, authentic ingredients based on original pizzas. Based on this mission, the organization's fundamental values and philosophy are respect, honesty, integrity, and responsibility. They

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