Orange Clove Essay

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------------------------------------------------- EXECUTIVE SUMMARY The objective of this Marketing Plan is to increase the brand awareness of Orange Clove through conducting certain analysis, planning various strategies and campaigns and executing those which will then in turn help to improve the business. In this Marketing Plan, analysis of SWOT, PEST, Porter’s 5 Forces and Competitor analysis are conducted. The purpose of SWOT is to gain a better control of the company’s potential capabilities and flaws to improve on. A PEST analysis allows one to identify future trends and current market conditions. Porter’s 5 Forces determines the intensity and the attractiveness of the competition in the industry. (Wikipedia, 2014) Competitor analysis is an assessment of the strengths and weaknesses of current and potential competitors. The main target market of Orange Clove is working adults aged 25 to 30 years old. Using the Marketing Mix (the 7Ps), we have thought of strategies to reach out to the identified target market. For Product, we suggested adding an 8-course Chinese sit-down dinner, investing on an outdoor kitchen concept and incorporating the art of molecular gastronomy into its buffets. For Price, we use product bundling, discounts and allowance pricing as they are the most appropriate strategies to attract their target market. For Place, Orange Clove can consider shifting its operations to the West since most corporate companies are situated in the Central and West region of Singapore. For Promotions and Promotion Process, creating Facebook Ads, mobile apps, catering to reputable events like F1 race, holding annual tasting sessions for corporate companies and setting up booths at food fairs are a few methods which Orange Clove can practice. For People, providing additional training programmes to staff will motivate them to work harder, incentives in terms of

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