MKT501 CASE MOD 2. Strategic Marketing Module 2 Case. PROMOTION MANAGEMENT & SWOT ANALYSIS

STRATEGIC MARKETING MODULE 2 CASE
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Strategic Marketing Module 2 Case
1.0 Introduction
La Salsa Grill is a restaurant that will be offering fresh Mexican food cooked in front of the customers’ eyes. The restaurant shall triumph owing to the lack of direct competition and the increasing demand for a product like this in town. This is because of the increasing health issues that have made consumers to increasing become keen on their diet and are moving from canned foods to fresh food. Thus, there is need for La Salsa restaurant that shall cover this market gap. La Salsa shall lead the charge of the world’s emerging obsession of how food is prepared on time.
2.0 Product
La Salsa is a fast growing fresh Mexican food restaurant. It is unique because of its fresh style that has an open-display kitchen where the consumers will be watching their food get prepared. It shall also be popular for its fresh Salsa Bar where customers can custom make their salsa. They will be able to choose flavors from hot and wild to robust. The restaurant will not utilize lard, can openers or microwaves. The signature of its unique taste will be charbroiled cooking flavorful Mahi Mahi, large succulent shrimp, tender steak and white meat chicken that is skinless. Famous menu foods shall be veggie specialties, handcrafted tacos and gourmet burritos. Its high-quality menu combined with the fresh attitude shall make La Salsa customers’ favorite.
3.0 Target Market
The target market for La Salsa is college learners and young millennial professionals of ages 18 to 35. Many of them take cooking as a hobby and will cook their meals using fresh and healthy foods. They have grown awareness of their health as witnessed in the current society. When these millennial lack time to make their meals, they look for optional cooking and go to eat out. Most of them will not go to any restaurants they will go to fresh food restaurants like La Salsa for their meals as a healthy option to fast food. They have a disposable income of over $ 70,000 and can afford the Mexican cuisines. Therefore, the target customers are careful on the value for their money as they focus on the quality of food as well as service delivery.
4.0 Segmentation Strategies
La Salsa is a restaurant that will pride itself on “open-display kitchen”. The restaurant will pick popularity among many people. Its main customer segment is millennials. The restaurant’s primary strategy is to take over millennials by providing freshly made meals and put target on them on the basis personalities as well as characteristics.
5.0 Niche Marketing
There is lack of high-quality, fast food Mexican restaurants in town. The present ones utilize shredded meats, lard and canned foods. La Salsa shall prepare 100 percent fresh made in an open-display kitchen. The Salsa Bar shall allow customers to make their foods to their unique tastes.
The main target market for La Salsa being college learners and young millennial professionals of ages 18 to 35, it will bot utilize traditional media. Conventional media is less appealing to the millennials and its advertising outlets therefore will revolve around online as well as social media.
The restaurant will use non-conventional marketing by concentrating on the message of its food sources (Schoultz, 2014). It will position as a business that minds its food preparatio and its clients. This niche marketing strategy aligns with the millennials that is concerned with the environment’s wellbeing as well as the manner in which food is made by other restaurants.
Millenials are popular for challenging structure and not going with the movement (Loretto, 2015). They are starving to comprehend how the globe functions and for instance, the food they eat and how it is made. Additionally, millennials anticipate having fun whereas they relate with a product or service. La Salsa will have TV commercials that have animations that feature farmers whose businesses grow widely. The restaurant marketi...