Marketing Strategy
The Arabian Foods is aiming to provide the best-quality national food. The main purpose is to satisfy its customers with tasty and fresh dishes for good prices. The AR embodies the restaurant with full-service, including various drinks. Moreover, the AR can educate the customer with an exclusive flavor of each represented Arabian area. In this way, the customer will get acquainted with the features of the place from where the chosen dish comes.
The target market
The target audience of AR is both the Arabian Diaspora different ages and sex and people who potentially can like such food. According to U.S. Census Bureau Research in 2009, the part of the population who has Arabians origin in New England is high, and is equal to 25% of total population there.
The customers with diverse tastes will admit the menu of AR. If to consider from the perspective of meat-eaters and vegetarians, all kinds of clients are taken into account. Meanwhile, it’s impossible to imagine the Arabian kitchen without spices. Nevertheless, the menu is not restricted by definite region specifications. Consequently, the guest can enjoy meals from various geographic areas, which make the range of supplied dishes extremely wide.
At the same time, the most common Arabian drink is coffee. That means the additional part of target market will come from the coffee gourmets.
So the main customer is people with a passion to spicy high-quality food and original flavor of coffee.
Analysis of Competitors
The market of Arabian foods is almost free. The idea to open AR came with a desire to enjoy such food in a public place, not just at home, as in New England at the current moment there are no many Arabian restaurants, which can provide good service at appropriate price.
Therefore, the main competitors can be represented by suppliers of other spicy food, such as the Indian kitchen for instance. Some world kitchens have Arabian “roots” as Italian or Spanish ones; however, they could not be considered as full-fledged competitors. That is why it’s possible to say that the market is respectably new one, and the AR has a many opportunities for development.
Market Opportunities
The market is a new one. So it supposed that from the very beginning sales will be on the appropriate level, and will grow during the time. During the first months, the restaurant will obtain its patrons, except occasional guests. It will lead to the growth of potential market. Afterwards, it makes sense to build “brand loyalty strategy” with discounts for the regular customer. Providing good price-quality service AR will take one of the best positions among public food places. In addition to this, the promotion of Arabian food as a good way of nutrition can cause the interest of an additional part of the target market.
Firstly, it’s projected one café to be opened in order estimate real interest of the customer. Since the situation is stable enough, the success from the first day is expected. Many families will be able to afford dinner at AR, and it makes the place popular and pleasant spend the time there. The hours of working and atmosphere allow both to have breakfast and dinner at AR. Furthermore, during the time AR will correct the menu in accordance with the most common tastes of the clients.
In this way, it’s possible to say that AR has good prospects for growth, and consequently, will become a profitable business, which makes their clients feel better.
References
"Population by Selected Ancetry Group and Region." American Community Survey. U.S. Census Bureau, 2009 American Community Survey, 9 Sept. 2011. Web. 1 Jan. 2011. <http://www.census.gov/acs/www/>.
