E-marketing plan for Aljarafe Restaurant - Essay Example

E-marketing plan for Aljarafe Restaurant Synopsis of the brand Aljarafe restaurant is an upmarket eatery that prides itself in theprovision of high quality food that target a wide market. With a strategic location in the city of Manchester, the restaurant offer a variety of meals and food related services including outside catering among many others. The restaurant will offer varied cuisines as it seeks to perfect in the art of product and service diversity. As such, the restaurant will offer both traditional and modern cuisines coupled with other specialized cuisines such as the Spanish cuisine, the Arabian cuisine, the French and English cuisines among many others. Besides diversity and quality of service, the restaurant will offer tailored services often renting its high-class premises to groups of individuals who would wish to hold varied events at the plush venue. The location of the restaurant is within the high-class society of Manchester city. The hotel will therefore develop a beautifully manicured lawn to not only complement its style and class but to also extend the capacity of the hotel thus contributing to the diversity of the restaurant’s services. While the restaurant targets the public, its prestigious location coupled with the high quality of services narrows the target market to the middle and upper class members of the society. The diversity of services at the restaurant further widens the target market owing to the fact that the numerous eatery services will provide appropriate services to numerous people. Among the values that the restaurant promises, include quality, diversity and hospitality. The restaurant promises to tailor the services to the specifications of the client. This will ensure that the restaurant satisfies the demands of the market thereby developing a positive reputation in the market using strategic marketing techniques. Situation analysis The hospitality industry is one of the most lucrative industries in any economy. Success in the industry relies on the quality and uniqueness of the services that a player introduces. Aljarafe restaurant seeks to succeed in the already flooded industry by introducing unique products. Coupled with both diversity and high quality, the restaurant seeks the existing competition thus grabbing the largest share of the already existing market. As anticipated, the eatery business is common business with numerous other restaurants already operating in the city of Manchester. Such features influence the market entry strategies that the new restaurant promises to use in order to increase its profitability. Manchester city just as any other large city in the United is a cosmopolitan society with people from varied backgrounds. Aljarafe Restaurant therefore strives to use the diversity in the society to its advantage by developing products that will appeal to the society. Among the macro factors that will affect the operation of Aljarafe Restaurant in the market is competition. The leading competitors in the city of Manchester are Mitchells & Butlers and Gondola Holdings. The two restaurants enjoy vast experience and understanding of the market owing to their longevity in the market. The two businesses use numerous marketing techniques in order to improve their presence in the market and foster their profitability. Aljarafe Restaurant is therefore entering an established market with the two restaurants as the leaders of the market. However, just as discussed earlier and anticipated of the hospitality industry, the market is dynamic and insatiable. Successful operations in the industry arise from the creativity of the business idea coupled with the effectiveness of the marketing techniques te marketers of the business employ. This validates electronic marketing, which Aljarafe Restaurant seeks to use effectively in order to enhance its operation in the market thus successfully surpassing the other competitors who may enjoy vast experience of operations. Internet marketing Also known as electronic marketing or e marketing, internet marketing refers to the use of the internet and associated technologies to perform the numerous marketing functions. In business, marketing refers to a function of the management that determines, anticipates and satisfies the demands of the customers. Effective marketing ensures that a business sustains its profitability besides increasing its market share through successive expansion. Internet marketing thus is the use of the numerous features of the internet to investigate the market with the view of anticipating, determining and satisfying the demands of the particular market. The invention of the internet coupled with the subsequent invention of mobile devises such as smart phones and tablets among many others have not only globalized the world but also expanded the scope of businesses. Currently, businesses enjoy a global presence owing to the dedicated features of the internet that enhance effective marketing of products. Aljarafe Restaurant thus will use the internet to market itself in order to beat its competition and develop a formidable brand in the market. Among the dedicated features of the internet that Aljarafe Restaurant will use in marketing its products are websites, search engine optimization and the social media among many others. Located in the city of Manchester, Aljarafe Restaurant will enjoy an unparalleled global presence since it will use the internet to attract visitors coming to the city. United Kingdom is among the leading tourists destinations. The country’s football league is among the most famous football leagues globally and continues to attract millions of tourists into the country annually. The city of Manchester for example has two major football teams both of which are major contenders of both the domestic and the European leagues. As such, the city therefore receives millions of visitors from different parts of the country and globally. This makes Aljarafe Restaurant a prime business that will enjoy great success through effective utilization of the internet and the numerous features of internet marketing. Initially, people relied on personal computers to access the internet. However, with the introduction of smart phones among other mobile hand held devices used in telecommunication the number of people accessing the internet increased tremendously owing to the reliability, efficiency and mobility of the devices. As such, the internet thus creates the most efficient virtual market for service providers in any industry to display and market their products. Successful marketing in the contemporary market requires effective understanding of the numerous features of the internet that enhances the numerous marketing functions. Marketers must therefore maximize on the common resource to market their unique products and services. Aljarafe Restaurant is one such business that will intensify its internet marketing with the view of developing a competitive virtual brand on the internet through effective utilization of the numerous marketing features of the media. Websites are dedicated pages on the internet that covey specific information as designed by the developers. Commercial organizations develop appropriate websites that act as virtual entry points into the organizations. Customers thus engage the companies through the internet using the websites. Aljarafe Restaurant will develop an appropriate website where the marketers will outline the numerous services and products of the company. On its website, the marketers of the restaurant will provide all the relevant information including the services and the uniqueness of the restaurant. As discussed earlier, websites are personalized pages on the internet developed by the marketers. This implies that Aljarafe Restaurant’s marketing team will develop the content to place on the website. The team will thus develop appropriate high quality images, video and graphics that best espouse the qualities of the restaurant. Interactivity is an equally important feature of the internet often employed in the development of websites in order to facilitate communication between the customers and the marketers. As portrayed in the above discussion, marketing is an interactive process with effective evaluation techniques in order to assess the effectiveness of the numerous marketing features employed by the marketing team. Aljarafe Restaurant’s website will therefore have numerous hyperlinks used strategically to enhance interaction between the visitors of the website and the marketing team. Among the fundamental hyperlinks in the restaurant’s website will include the “contact us” button. Through this, people who visit the website will easily engage the marketing team on numerous subjects. Through the link, the website provides the users of the website automatic redirection to email creating page that enables the users to email questions to the marketing team (Sigala, Christou & Gretzel, 2012). Additionally, the website will have a hyperlink that permits the visitors of the website to book for the numerous services that the restaurant will offer. This typifies internet commerce since the internet has numerous payment services that enable people to purchase goods online. Aljarafe Restaurant therefore infuses such provisions to its website thus enabling its customers to browse for the numerous services and make online bookings and reservations. As the discussion portrays, the website is an effective marketing tool that requires dedicated attention through the creating of a technical team that will ensure that the website functions efficiently at all the times. Additionally, as a marketing tool, it requires a dedicated marketer to observe the activities on the website often responding to customer questions. Furthermore, the use of the internet in carrying out financial transactions presents numerous security threats. Such may deter customers from engaging on online payments since it exposes them to the myriad online threats such as hacking. To curb such and to assure the customers of increased security, Aljarafe Restaurant will develop a dedicated technical team mandated with safeguarding the safety and integrity of client financial information. Additionally, the team will ensure that they handle every customer unanimously and ask for personal information only in cases where such are mandatory in processing transactions. Moreover, the technical team must sustain the fidelity of such information by ensuring that they do not share such information with unwarranted publics. United Kingdom has stringent policies that govern the transfer of information among other forms of cybercrimes. Such will enhance the ethics of operations at the restaurant thus improving the reputation of the restaurant. Increasing the customer confidence by safeguarding their interests on such precarious platforms as the internet will improve the reputation of the restaurant, as the customers will share such information through their personal communication channels and social networks thus improving the reputation of the restaurant thus increasing the profitability of the restaurant. Social networks are creations of the internet that succeeded in increasing the traffic to the internet. Currently, social networks such as twitter and Facebook enjoy more than three billion users, close to a half of the world’s total population. They refer to virtual groupings on the internet that enable people to provide their basic information besides maintaining groups of friends. Social media has since revolutionized internet marketing since it provides numerous efficient ways of marketing a product or service on the internet. Currently, every marketer must have dedicated social network accounts both for themselves and for their products through which they interact with their target markets. Aljarafe Restaurant will have dedicated social media accounts. This will include Facebook, Twitter and Instagram among many others. Through such platforms, the marketing team will engage the target markets on different issues about the company’s products and services. Unlike the traditional media, the interactivity on the internet enables users of the social media to share ideas a feature that will enable the marketing teams to persuade their audience who are also the target market. Aljarafe Restaurant’s marketing team will use the social network accounts to advertise the restaurant’s numerous products and services. Additionally, such platforms are effective in carrying unique product promotion campaigns that will enhance the profitability of the company. Market research is a fundamental market feature that enables the marketing department to obtain vital information from the target market. Aljarafe Restaurant’s marketing team will therefore use the numerous social network accounts to carry out effective market researches on the restaurant. Search engine optimization on the other hand refers to the use of the numerous search engines on the internet to market a product or service. Aljarafe Restaurant’s marketing team will therefore employ such search engines as Google and Bing to increase the traffic into the company’s website. Such techniques coupled with placing the website on we brings will increase the traffic into the company’s website thus increasing the popularity of the new high-end restaurant in Manchester city. In retrospect, internet marketing is a unique contemporary form of marketing that uses the new media that presents features that overcome the weaknesses of the traditional media. The fact that the number of people who access the internet globally is increasing makes the internet the most effective platform to market a product. Aljarafe Restaurant will therefore enjoy an unparalleled internet access as the restaurant’s marketing team will employ the numerous features of the internet in not only increasing the popularity of the restaurant through advertising but will also enhance the diversity in service delivery by offering online transactions among many other similarly strategic services. Reference Sigala, M., Christou, E., & Gretzel, U. (2012). Social media in travel, tourism and hospitality: Theory, practice and cases. Farnham, Surrey, Burlington, VT: Ashgate Pub. Read More