Management Marketing Plan

Question: Describe about the marketing plan. Answer: Executive Summary The Ristorante stocks frozen pizza which it sells to different supermarkets and other retail places making its sales to different target markets. There are many flavours that the customers could choose from hence every person served depending on their tastes and preferences. The team of management of the restaurant attributes its success to the high level of quality ingredients that the qualified chefs use in preparation. The research contains the environmental analysis, the SWOT analysis and the marketing mix of the organization that contribute to its success. Segmentation Segmentation is the division of the market into manageable segments with different unique features then creation of a product that satisfies the needs of such a segment. It is one of the most important marketing strategies in any organization. An organization with the ability to divide the target market in different segments goes a long way in increasing the sales than one which does not (Gronroos, 2007 p45). It divides the market depending on the needs, the ability to spend and the needs in that particular segment. Such segmenting allows an organization satisfy the needs of the segment which is through the product differentiation techniques and the positioning. When selling the frozen pizza, the same quality of the product will be availed to all markets but after segmentation of the target market, the Ristorante Frozen Pizza may have to sell at different prices in different segments. This is because one segment may have more economic buying power than the other necessitating the need to charge more than the others. The marketing team will determine the most appropriate method of segmenting the market depending in the many methods of segmenting like the geographical segmentation, the demographic segmentation, the behavioural segmentation, and the psychographic segmentation. All these are discussed below: 1. Geographical Segmentation The Ristorante Frozen Pizza may need to look at the regions that it targets and divide it depending on their specific needs (Nakata, 2009 p23). This is also from the climatic conditions as some hotter areas in the target market may not have strong preservatives for the frozen pizza once it is opened. This will make the marketing team make prior plans on delivery services. The city size and the density in terms of the population will be the other determining factor in the geographical segmentation. 2. Demographic Segmentation The marketing team may need to divide the target market in terms of their age and gender as they sell the frozen pizza. People with a higher income may make more purchases as compared to those on the lower side of incomes. The religion of the target customers and their beliefs regarding the pizza ingredients will also serve as a selling point for the restaurant. The ideal and most common family size of the people in the target market will determine the size that the Ristorante Frozen Pizza stocks in their kitchen. If an area with larger families, they may have to prepare the largest pizzas while small families may need the medium sized pizzas. 3. Behavioural Segmentation The behavioural characteristics of the target market in terms of their social status and how they regard the pizzas will be another major determinant (Wood, 2008 p56). The attitude of the people around depending on the type of life they live will also determine the sales for the Ristorante Frozen Pizza. The socio-economic powers and their lifestyle will determine how they frequent the restaurant for a bite. 4. Psychographic Segmentation The customer loyalty after they taste the pizza from the Ristorante Frozen Pizza will be determine whether they come back for another round and whether they recommend others to visit the premises. Such depends on the attitude that they have towards the restaurant and the level of benefits they gain from the usage of the product. Others are the purchase accession and the power that the customers perceive they have in relation to the restaurant (Wedel Kamakura, 2012 p108). References Gronroos, C., 2007. Service management and marketing: Customer management in service competition, pp 45-67. Nakata, C. ed., 2009.Beyond Hofstede: Culture frameworks for global marketing and management. Palgrave Macmillan, pp 23-67. Wedel, M. and Kamakura, W.A., 2012.Market segmentation: Conceptual and methodological foundations(Vol. 8). Springer Science Business Media, pp 78-109. Wood, M.B., 2008.The marketing plan handbook. Pearson Prentice Hall, pp 56-89.