BSBMKG609 : Develop a Marketing Plan - Located off McLean - Business Assignment Help

Assignment Task :

Located off McLean Lane in the Perth CBD, The School Café is a fully-functioning commercial kitchen and restaurant that currently serves as a training establishment for cookery students at the Australian Institute for Language and Further Education (AILFE). However, there are plans to make this into a fully functioning restaurant, open to the public.
Leveraging off the City of Perth’s Lane Revitalisation Strategy, and being located next door to the popular Hifumiya Udon Noodle House, the owners believe that the
premises can take advantage of this location and capture a significant customer base.

Scenario: Operations Manager to develop a marketing plan
After its first year of operation, the owners at The School Café have found that amid the current economic climate and to social distancing restrictions due to COVID-19, the result has been a substantial drop in customer demand and sales.
Based on projections, The School Café is expected to generate only $265,000 in sales this year and this falls far short of the annual sales target of $500,000.
Moreover, these restrictions are likely to continue into the foreseeable future and the owners and the operations manager have made the decision to re-structure operations and revenue streams based on analysis of income generation across the breakfast, lunch and dinner service times.
In short, The School Café will no longer be offering a traditional dinner service. The lunch menu will be pared down to concentrate on short-order takeaway offerings – the same way the breakfast service operates.
The owners are still committed to their vision of offering cutting-edge cuisine to the public and are considering two marketing opportunities.

•  Offer a periodic degustation menu with wine-tasting (and sales) each week
•  Offer a catering service to corporate clients (Business 2 Business)

However, they only have the resources to pursue one marketing opportunity at this year. They require your help as the Operations Manager in developing a marketing
plan that will look at the state of things in The School Café. Evaluate the best option for them and once selected, propose a detailed marketing plan with appropriate
strategies and tactics to take this to market

This will require you to develop the following:
1. Draft Marketing Plan (Vol 1) covering Devise marketing strategies and Knowledge Evidence
2. Draft Marketing Plan (Vol 2) covering Plan marketing tactics and Knowledge Evidence
3. PowerPoint Presentation + FINAL Marketing Plan (Vol 1 & 2) covering Prepare and present a marketing plan

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