Marketing Plan: Dakar Food Cafe

Name

Institution Affiliation

1.0  Segmentation

1.1 Geographic segmentation

The Dakar Food Café will be a fairly priced restaurant offering a variety of family food and other related services. We will be leasing a space in Jumeirah, Dubai. The area has been considered to be feasible and viable for the food business considering the number of restaurants that are in the area as well as the constantly increasing population. The business will be advanced in three phases. Phase one will include opening a fully functional restaurant in Jumeirah and the nearby areas. While phase two will involve expansion into the area of Bur Dubai and largely the entire Dubai. Consequently, both phases will be complemented by a third phase that will include setting up a restaurant in Abu Dhabi.  Our restaurant aims to capitalize on the enthusiasm regarding the variety of food in Dubai by setting up customer friendly establishments that will prioritize the nutritional needs of our customers. Thus, our target is to have restaurants that will attract food lovers from both far and wide.

1.2 Demographic segmentation

We target to operate daily offering both lunch and dinner services, therefore, the need to operate multiple shifts. Thus, we will come up with flexible schedules that will make it easy to maximize on the labor hours. Hence, as a business, our demographic target is informed by the accurately profiling our customers in order to fit in the market segment. Dakar Food Café aims to take advantage of the growing contemporary nature regarding the food industry. Due to extensive market research, we came to a conclusion that our business will target customers who do not earn less than 3,000UAE dirham. We also aim to offer services to both residents and tourist with the age range of 18 to 60 years, this decision was informed by complexity in food related issues and diet. Therefore, Dakar Food Café will not specialize in selected food types that are lighter and smaller suitable for children. For that reason, we look forward to attracting customers who are well educated and acquainted with a healthy lifestyle, who will require leading home-style restaurant. We also aim to have a different market strategy that will base on fair pricing where we will provide quality meals are very affordable prices complemented by excellent services. Proper market research has indicated that most customers prefer exceptional and relaxing dining familiarity that can resonate with the home environment. Dakar Food Café aims to attain this fit by providing menus that are related as well as striking a very fruitful relationship between customers and staff. Our targeted customer base of both young adults and adults have the tendency or requiring better treatment that is full of respect with exemplified decorum levels (Wansink, 2005).

1.3 Physiological and Behavioral segmentation

Our main propriety is to provide sufficient and efficient food services to our targeted customers. There exist varied opinions and preferences in the food industry so as a business Dakar Food Café will aim to cut a niche out of the wider market and be able to stand out. In consequence, we aim to provide serve diets suitable for athletic life customers; these...