Full project Report

Format: PDF file (Max 5 pages + 3 pages for appendix charts/tables; 1.5 space, 11 font size)

Please develop a marketing plan - final project report based on the description provided below. The final report must be based on key sections, also listed below, and you must do appropriate primary and secondary research to support your ideas.

Overview:

Canadian restaurant industry is going to be the focus for the Strategy project for this course. Your group must develop a comprehensive and integrated Marketing plan focused on finding new opportunities for the restaurant association with respect to online/digital enhancements for restaurants.

Restaurants across the country are fighting to survive as the lockdown measures ban indoor dining. More than 10,000 restaurants have permanently closed while legions of waiters, servers and bartenders have been laid off, according to data from Restaurants Canada. Even among restaurants that remain open, eight in 10 are either losing money or barely scraping by, the association said. Julie Couture, a spokeswoman for the restaurant association said the money spent redesigning the restaurant spaces to allow for physical distancing, installing Plexiglas barriers, increasing ventilation, adding air filters, and ensuring proper sanitization measures and being asked to close down after spending all that money has brought nothing but frustration to the restaurant owners.

Julie Couture strongly believes that restaurants can get innovative in their approach and generate revenue even during pandemic by using digital platforms. The need for finding appropriate digital solutions is critical as restaurants are struggling without much online presence or digital enhancements, in the current pandemic situation. She has decided to consult with your team at Seneca College to find out digital strategies and enhancements that the restaurants can launch in the virtual space to improve business while being open only for pick up and delivery.

Section	Description	Points (Total 40 points, 20% weight)
Title page	Title of your project, team member names and ids	2
Table of content	Table of content	2
Executive Summary	A 1-page summary of your entire report. This is not an introduction it contains all the important information in your report	4
Product	Briefly describe your final description about the online enhancements you are proposing to be launched Type online app, registering with delivery service, hiring delivery staff, Social media marketing, etc. Value proposition why customers will like these enhancements (e.g., convenient, ease of placing orders, etc.) Create a positioning statement which clearly identifies why potential customers should choose Create a perceptual map, which shows how your product compares to its competitors on the 2 most important attributes	8
Target market	Describe your target market. You must use marketing terms, as discussed in the class, to explain your arguments Which group of customers is mostly like to use the digital enhancements and will be beneficial for the company (e.g., 25-45 years old, middle income, working professional, etc.)	4
Distribution	How the enhancements will be made available to target customers and why will the customers get motivated to use them? (1st time free delivery through app, app download to earn points, online ordering system through website/social media, member discounts, etc.) And why your chosen method is the best? You must use marketing terms, as discussed in the class, to explain your arguments	4
Price	What price strategy are you going to use to accommodate the online enhancement costs and why? (e.g., increase profit margin, add monthly subscription fee, 1-time annual fee, pay as you go, add new/more profitable items to menu, etc.) You must use marketing terms, as discussed in the class, to explain your arguments	4
Promotion	How will you promote your product (e.g., digital promotion YouTube, Fb, Instagram, or print ads, billboards, etc) Are coupons, free passes, limited time menu items at special rates, part of promotion strategy? You must use marketing terms, as discussed in the class, to explain your arguments	6
References	Please cite all external sources you used in APA/MLA format	2
Business like format and write-up	Overall look, spelling, punctuation, grammar, effective use of bullet points, headings, bolded or underlined, short concise paragraphs and use of tables, graphs, table of contents, etc.	4