Marketing Strategy
Student Name
Institution Affiliation
Desert Riviera Restaurant Background
Company Background
| Name of company | Desert Riviera Restaurant |
| Headquarter location | USA palm spring California Coachella Valley |
| Industry | Fast food limited |
| Type of entity | Private company |
| Certificate required | Employer Identification Number (EIN) |
Name of the company
Desert Riviera Restaurant is a garden resort restaurant business providing healthy organic meals as well as BBQ grills where fresh herbs and condiments are offered. The restaurant serves not only pizza and fast food but also offers hiking services to the full range of clients from students to corporate people, locals to foreigners as well as from young customers to elderly (Chon, & Singh, 1995). The meal on offer can be differentiated as well as being mixed with every conceivable ingredient, which will lead to the best nourishment and taste to the customers. Additionally, Desert Riviera restaurant aims at providing a more extensive choice of high quality of food at the convenience of customers as well as quicken the dinning process. Indeed the restaurant offers one of the best weekend getaways (Strate, & Brown, 1987). The restaurant is headquartered at Coachella Valley in California. Moreover, there are hiking and other complimentary services to ensure the comfort of the customers. The restaurant company adheres fully to rules and regulations outlined by the Food and Drug Administration (FDA).
Value statement
Desert Riviera hotel is dedicated to offering our visitors an exceptional cordiality experience. This is noticeable in the manner we carry out business activities with our esteemed consumers as well as in the manner we treat one other. Our aim is to sustain these principles each day. Beside our aim is not only to satisfy our customers but to amaze them with our services.
Our values
Integrity
We promote integrity via our respect for individuals, communication of expectations, reliability, and impartiality in our activities. Indeed the honesty infuses through all we partake.
Teamwork
We are a team in which no person is superior or vital than the other person. We work together at all levels to resolve challenges. Also, we recognize that each team participant gives to the crew’s achievement by their capability, training, purpose, and obligation.
Superiority
We obligate our preeminent in the whole thing we undertake, endeavoring for proficient brilliance through surpassing anticipations and differentiating ourselves via greater presentation. Indeed we cultivate a philosophy of service excellence and a logic of team immodesty amongst our workers, at all stages of our occupational.
Achievement
Desert Riviera Restaurant is dedicated to offering teaching, sustenance, and development opportunity for its team associates to safeguard a satisfying and confident prospect. Also, we use systems which enable practices and placement to provide our workers are endowed to make choices which advantage both the organizations and the customers.
Encouragement
We cheer one another on by recompensing and identifying the influences of our staffs, the hotel, the customers, and each other. Besides, we can generate reminiscences by ensuring we surpass our visitor anticipations in the course of each service moment.
The key rivals of Desert Riviera restaurant are a little paradise, ace hotel La Maison hotel, korakia pensione as well as chipotle. Owing to the fact that the restaurant is located in the tourist hub of California Spring Valley, there is a need for the restaurant to cater for various needs of customers from different nations, religions as well as ethnic backgrounds.
SOSTAC is a leading planning model applied by the restaurant as their marketing planning guide. SOSTAC abbreviation stands for Situation, Objectives, Tactics Action, and Control (Chaffey and Smith, 2013).
Situational Analysis
The overall picture of the Desert Riveria restaurant is indicated through SWOT analysis to establish an awareness of the forces which can impact on the business in the foreseeable future.
SWOT Analysis of Desert Riveria Restaurant
Strengths
| INTERNAL | EXTERNAL | |
|
P O S I T I V E |
Strengths | Opportunities |
| 1) We will connect fast food consumption to a huge potential market thus rising demand for high quality foods
2) We are going to increase the convenience of delivering fast food as well as the dinning needs of the people.
3) Our e-commerce will improve brands’ customer experience and ensure a healthier food supply.
|
1) If we accumulate followers and customers for our fast food site and restaurant, we can attract more varieties of high quality food menu.
2) We have an opportunity in which more people are willing to embrace a healthier foods.
|
|
|
N E G A T I V E |
Weaknesses | Threats |
| 1) Most garden restaurants are not globally well known
2) We have no guarantee on significant increase in sales. Also many fast garden restaurant do not include healthy salads in their menu.
3) Additionally, there is a heavy priced competition
|
1) There is an increasing price of essential key food ingredients.
2) If we cannot control the quality of our food products, we might lose customers. 3) change in technology 4) stiff competition |
Variety of products-the restaurant is in a position to provide a wide range of fast food products at an affordable price to cater to all consumers regardless of their economic status. Apart from a meal the restaurant offers complimentary services to ensure the comfort of customers such as bicycle riding, for hiking lovers as well as golf clubs.
Another strength is the fantastic appearance of the restaurant-the appearance of a restaurant as well as the unique health products offered do act as a strength. The upgraded grounds of the restaurant are exquisitely landscaped with towering palm trees and gorgeous flowers that are established in such a manner to attract or lure to all the exceptional products offered.
Opportunity
With the current generation being inclined into a healthier food alternative, we can offer such opportunity via providing fast-casual business and differentiated ones. Also comparing with a lower quality product supplied by traditional fast-food restaurant, thus making customers choose and stick with the new fast food industry. Also, due to stiff competition in the whole sector, customers tend to have a higher power. Indeed they can choose fast foods brand which provides healthy foods options from their menu.
New customers from online platform-currently the restaurant have invested heavily on social media sites for marketing purposes. This has opened as well as an increased unique sales opportunity for Desert Riviera Restaurant.
Threats
In case there is a failure to control the quality of fast food products we are offering to the market, then our restaurant is going to be wiped out. Also, there exists a high threat of new entrant due to the high power of customers. Besides desert, Rivera restaurant business tends to experience competitive rivalry. However, the competition can be minimized by ensuring healthier, and high-quality food is offered in markets, thus providing a few choices. Indeed there is a threat in which it difficult for the fast food industry to dominate and ensure customer loyalty since customers will keep on discovering new and better food tastes.
PESTLE Analysis
Political factors
Political factors serve as a primary uncertainty in the fast food industry. Political factors such as terrorism and other trade deals keep on affecting the world, leading to increased levels of risk for the Desert Rivera restaurant.
Economic factors
With the increased impact of China taking over the economics of the world, there have been several introductions of various food into the market, leading to stiff competition. Without proper preparation, the Desert Rivarie restaurant is on the receiving end.
Social factors
Several, as well as significant cultural elements, have significantly affected the demand for Desert Rivarie restaurant food. Also given that the millennial generation is more concerned with taste and preferences, and they form the highest target of the Desert Rivera restaurant, they tend to be dissimilar from the previous generation.
Technology
Technology has brought greater efficiency to the transaction as well as promoting Desert Riviera restaurant products. Also, through online advertisement as well as E-commerce, the restaurant has been able to make an impact beyond borders (Peter, Olson, & Grunter,1999). Overall, globalization, the internet as well as increased use of mobile phones for transactions purposes as well as marketing and consumer choices activities.
Environmental
The restaurant is careful about her carbon footprint and is marketing themselves as more ecologically friendly through producing friendly –user foodstuffs. Indeed the restaurant is active in civic education regarding the importance of conserving the environment as well as highlighting various ways to undertake such actions (Dief, & Font, 2010). Overall, for the Desert Riviera restaurant to stay ahead of the curve, there is a need to work in the direction of expansion of output and reduction of carbon emission.
Legal
Ethics and compliance are essential to focus on areas for the Desert Riviera Restaurant’s products, and they are functioning aggressively in this direction. The restaurant is a large establishment, and apart from the labor laws, the other universal rules appropriate in business also apply to it. There are diverse regulations related to global trade too that need compliance. However, legal agreement and an ethical image can be beneficial for the Desert Riviera business.
Objectives
The restaurant objectives are to establish a dominant brand in the field of fast food and garden restaurant industry.
Also, the restaurant has the objective of creating organic health food as well as pizza all over the states.
Another objective entails increasing our target market to encompass even elderly individuals, unlike at present.
Strategies
Segmentation
In terms of segmentation, the restaurant has divided the California market based on consumers’ way of life as well as the buying patterns of the consumer. In other words, the restaurant exercises demographic segmentation in which it sells her product based on various demographic features such as age, income, occupation as well as buying capacity of a person.
Behavioral segmentation-under this perspective, the Desert Riviera restaurant has segmented its market by using consumer behavior and also their buying configuration based on various foodstuff, which is available to the consumer in the same segment.
Additionally, Desert Riviera utilizes psychographic segmentation in which the group or consumers are segmented regarding their values and way of life. Indeed the values and lifestyle tend to determine the consumer purchasing power.
Targeting the market and demographics
Desert Riviera Restaurant target locals, foreigners as well as young adults .also there is a target for elderly individuals to get involved in the consumption of its products. In terms of demographics, the restaurant is looking for men and women as well as singles who are well cultured as well as moderate to a higher income and have an active lifestyle. Indeed the median age of the target market is 38 since the restaurant deal mostly with generation Y. In other words, there is the use of mass marketing target to ensure that there are cost-effective services and also uphold the publicity of the products of Desert Riviera restaurant.
Market positioning
Market positioning is a promotion for customer’s awareness to decide the fortune or disappointment grounded on customers’ indebtedness of the organization. The Restaurant has established diversification as its best market positioning by supplying a new range of food products rather than the natural products as a way of gaining new market share and consumers.
Tactics
Currently, the marketing tactics of Desert Riviera restaurant entails the use of new mass media sites such as Facebook, YouTube, twitter as well as Instagram to highlight but a few. The restaurant also does live baking of Pizza to attract more clients.
Action
Within the Desert Rivera restaurant, there has been little monitoring of online performances. Indeed this is attributable to an insufficient number of employees. In this regards, the restaurant is keen to instigate marketing actions such as influencer marketing, application of online hashtags, and the establishment of online promotions.
Control
At present, the restaurant seems to lack any control method to gauge performances. The CEO of the restaurant has hinted that the lack of control is associated with a limited number of employees. In this perspective, the CEO has to assist in most of the work hence lacks enough time to keep a record of the online performances.
References
Chaffey, D., & Smith, P. R. (2013). E-marketing excellences: Planning and optimizing your digital marketing. Rutledge.
Chon, K. S., & Singh, A. (1995). Marketing resorts to 2000: Review of trends in the USA. Tourism Management, 16(6), 463-469.
Dief, M. E., & Font, X. (2010). The determinants of hotels’ marketing managers’ green marketing behavior. Journal of Sustainable Tourism, 18(2), 157-174.
Peter, J. P., Olson, J. C., & Grunter, K. G. (1999). Consumer behavior and marketing strategy (pp. 329-48). London: McGraw-Hill.
Strate, L. D., & Brown, F. X. (1987). Fast-Food Franchises: An Alternative Menu for Hotel/Casinos. Hospitality Review, 5(2), 11.
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