Business Plan
Price Skimming (Kotler and Keller, 2009) should be the pricing strategy that should be followed by Cara Foods to expand the company to Dubai. Dubai is a constantly growing nation that is visited by millions of people from all over the world. The glorious meal offered by the Swiss Chalet along with such pricing strategy would allow the company to attract several tourists and guests that focuses highly on quality rather than price.
Price List
The price list for the exotic and glorious meal offered by Swiss Chalet in Dubai is as follows (Swiss Chalet, n.d.);
Pricing Policies
Being a world-class and quality food provider, Swiss Chalet would focus upon “Prestige Pricing Policy” (Kotler, Armstrong, Wong, and Saunders, 2008) which will eventually help the company to set an image and positive perception in the mind of consumers (Kotler, 2003; Zenker & Martin, 2011). Cheap dishes in Dubai; an internationally recognized hub, would not be taken seriously by the consumers unless the dishes are priced at a particular level. The implementation of such policy would attract the consumers to visit Swiss Chalet outlet in Dubai because of the higher quality of food.
References
Gosnay, R. and Richardson, N. (2008). Develop Your Marketing Skills. London: Kogan Page
Kotler P., Armstrong, G.,Wong, V. and Saunders, J. (2008). Principles of Marketing (5th European Ed.) London: FT Prentice Hall
Kotler, P. (2003). Marketing Management. Upper Saddle River NJ: Prentice Hall.
Kotler, P., and Keller, K. (2009). A Framework for Marketing Management. New Jersey: Pearson Prentice Hall.
Swiss Chalet. (n.d.). Take-out and delivery menu. Retrieved July 2, 2013, from http://www.swisschalet.com/menus/menu_ON.pdf
Zenker, S. & Martin, N. (2011). ‘Measuring success in place marketing and branding,’ Place Branding and Public Diplomacy, 7: 32-41.
