MARKETING PLAN FOR MNKY HSE

Executive summary
This is a report associated with the marketing plan of a small restaurant, MNKY HSE Restaurant
located in London, UK which is having only a single branch in UK market. This study has
provided a situational analysis of UK restaurant industry which is used for developing the market
strategies and objectives of the business. In addition to this, the study has demonstrated SWOT
and PESTEL analysis along with Porter’s five forces model analysis in order to develop the
marketing capabilities effectively. The study presented the STP analysis to understand the
market segmentation, branding strategies and target groups which can help to fulfil the marketing
aims and objectives of the restaurant firm. Furthermore, the study has used 7ps of marketing mix
strategies for analysing the current scenario of the business and enhancing its promotions
strategies in the market. The company needs to adapt competitive marketing strategy and cost-
overview to enhance optimum profit margin through sales. Additionally, needs and benefits of
social media marketing and personalised product are illustrated in this business. Ultimately, the
report has developed a Gantt chart for presenting the budget and resources for one year that will
be consecutively used for 3 years in business.
 Table of Contents
1. Introduction..................................................................................................................................4

2. Mission statement and vision statement......................................................................................4

3. Market overview..........................................................................................................................4

4. Situational analysis......................................................................................................................5

4.1 Customer analysis and value creation....................................................................................5

4.2 External analysis (Refer to appendix 1).................................................................................5

4.3 Industry and Competitors analysis.........................................................................................9

4.5 Internal analysis...................................................................................................................10

4.6 Opportunities and threat.......................................................................................................10

5. Aim and objective of business of MNKY HSE Restaurant.......................................................11

6. Marketing strategies...................................................................................................................12

7. Marketing objectives of MNKY HSE for first years.................................................................13

8. Market segmentation, targeting and positioning.......................................................................14

8.1 Market segmentation............................................................................................................14

8.2 Target market.......................................................................................................................15

8.3 Positioning strategy..............................................................................................................16

8.4 Growth Strategies.................................................................................................................17

8.5 Generic Strategies................................................................................................................17

9. Strategy implementation – Marketing Mix................................................................................18

9.1 Product /Service Strategy.....................................................................................................18

9.2 Pricing Strategy....................................................................................................................19

9.3 Place distribution Strategy...................................................................................................20

9.4 Promotional Strategy............................................................................................................21

 9.5 People management strategies.............................................................................................21

9.6 Service process strategies.....................................................................................................22

9.7 Physical evidence.................................................................................................................24

10. Monitoring and Evaluation......................................................................................................24

11. Resource Requirements and Budgets......................................................................................25

11. Control and Contingency plan.................................................................................................25

References......................................................................................................................................27

Appendices....................................................................................................................................31

Appendix 1: Pestle analysis.......................................................................................................31

Appendix 2: Company background...........................................................................................32

Appendix 3: Gantt chart.............................................................................................................33

1. Introduction
A marketing plan is the business presentation which helps in getting a view of the marketing
strategy and tactics. It mainly covers a variety of components such as goals, action steps, market
analysis, and others in order to strengthen the marketing plan. This report aimed at presenting a
marketing plan for MNKY HSE which is a UK, London based small dining restaurant that serves
contemporary Latin American food along with live music. In addition, this study has illustrated
SWOT analysis, PESTLE analysis, competitive environment analysis and segmentation of the
UK hospitality and restaurant chain that can help the marketers of MNKY HSE in developing
marketing strategies accordingly. Mission and objective of this restaurant business have been
presented along with a market overview and market audit.
2. Mission statement and vision statement
The mission statement of MNKY HSE is to provide customers a unique taste of Latin American
food by creating an elegant, fresh and friendly atmosphere with a soft touch of live music.
The vision statement of the restaurant is to be a leading fine dining restaurant in London which
serves a unique quality Latin food along with effective quality of service.
3. Market overview
This section has demonstrated the market overview of UK restaurant chain in current years.
From the recent statistics of UK hospitality, it is found that customers have spent about 88 billion
pounds on restaurants in year 2017. The number of dining and restaurant chains is increasing
steadily which is contributing about 21.3 billion pounds in 2016 (ibisworld.co.uk, 2019).
However, the expansion of casual dining chains has resulted in the saturation of the market
which has limited the profit opportunities. The revenue in the industry forecast shows that there
is an annual rate of about 3.5% which has brought the rise of 2.5% in the present year and has
reached to £21.3 billion.
 Figure 1: Market overview
(Source: ibisworld.co.uk, 2019)
4. Situational analysis
4.1 Customer analysis and value creation
In the restaurant industry, it is found that there is an increasing interest of customers about multi-
cuisine of different country origins. The research on customers of London shows that a variety of
people from different countries is present those are fond of tasting new food and beverages. As
mentioned by Rosalin et al. (2016), customer analysis is the main way of presenting the
restaurant business for serving appropriate food at effective prices. The customers of UK are
seeking convenience and fast food outlets as well as home delivery option is also at in great
demand. However, obesity is found to increase among UK customers with an estimated rate of
about 24%, hence this has resulted in the increasing demand for low fat, organic and wide range
of food with a variety of caloric contents. Hence, MNKY HSE can focus on keeping dishes such
as salad, vegetables, and seeds in their food menu.
4.2 External analysis (Refer to appendix 1)
Political factors ● Local political and Brexit issues have highly impacted the
restaurant business of UK.
● The government has a high demand for checking the
quality of ingredients of food which are used for its
preparation such as fat and sugar as there are high issues of
obesity and cholesterol level
● UK Government has imposed employment laws for
 safeguarding rights of employees for adhering trade
policies with political stability and another related tariff.
Economic factors ● Standard of cleanliness is checked in the restaurant for
which rules of 5% tax rates on income above £1.5bn in 3
years and legal laws have a greater influence on UK
restaurant chain.
● Fiscal policy of the government is found to affect the
growth of the restaurant business. It is observed that taxes
are imposed on every menu in order to enhance the rate of
food.
● Change in the inflation rate is affecting business prices.
GDP rate is expected to increase from 1.48% from 2012 to
1.93% in 2022. The rise in GDP is a bit down due to the
occurrence of a Brexit event.

Figure 2: GDP growth in the UK

(Source: Williams and Horodnic, 2017)
● Employment rate is found to get decline after 2011 which
has decreased the number of restaurant labors. The rate has
declined to 4.1% in 2018 has resulted in the labor crisis in
restaurant chains. Hence, this can bring pressure in MNKY
HSE in getting effective labor.
 Figure 3: Employment condition in UK
(Source: Molina-Azorín et al. 2015)
Social factors ● Consumers are found to be health conscious; hence they
are looking for quality food.
● Moreover, the increase in population rate from 65.1 million
in 2015 to 66.19 million in 2018 indicates there is a high
demand for restaurants and dining in UK.

Figure 4: UK population growth

(Source: Huang and O’Brien, 2015)
● Restaurants are preparing multiple cuisines are dining in
order to adjust to the eating style. People are found to dine
out with a large number of food option; hence, MNKY
 HSE requires bringing variation in their food menu.
Technology factors ● IT technologies and television are used for obtaining
publicity in the restaurants of UK. Televisions are used for
giving details of the food products to grab new and existing
customers
● Food chains and restaurants have started mobile delivery
for bringing the food to the doorstep of the clients. Hence,
MNKY HSE is trying to develop its online order by
bringing their website in the market
● Inventory systems are getting an update where clients are
allowed in ordering food using SMS and online order.
Environmental factors ● Food safety rules are adopted by the UK Government for
keeping the food standard as per the health requirements.
The restaurant business needs to follow these rules for
developing concern about lowering carbon footprint and
maintaining CSR in business
● Restaurant owners need to check the environmental
program in order to develop sustainable strategies.
● Climatic change and weather condition is the major issue
for the UK restaurant industry (Huang and O'Brien, 2015).
MNKY HSE needs to be aware of the environmental threat
for maintaining the Government policies.
Legal factors ● Governmental agencies have implemented Food Safety
Regulation 1985 which includes the food hygienic
standards that need to be maintaining in UK Restaurants.
● The rules and legislation have impacted the entire
restaurant industry. MNKY HSE can follow standards of
Food Safety Act 1990 while preparing their menu of the
American Restaurant.
Table 1: PESTEL analysis
4.3 Industry and Competitors analysis
 Figure 5: Porter's five forces analysis
(Source: Liu, 2017)
Entry threat: There is a high threat of new entrants in the restaurant business of MNKY HSE.
As the revenue and capital of the restaurant are a bit low, the firm needs to bring new variance in
the products in order to create differentiation in the market by providing high quality of food and
services.
Supplier power: The bargain power of supplier is found to be low in this industry as the
suppliers of every product varies from each other. Herrera (2015) has pointed the main reason
behind low bargain power of supplier is every restaurant owner buys the best products for
providing quality food to customers. In case of MNKY HSE, the marketers need to choose the
best supplier and can change the suppliers for switching to new products.
Buyer power: Bargain power of buyers is high in restaurant business of MNKY HSE. This is
because as the business is small, customers are easily changing their decision by choosing an
alternative restaurant. However, as the restaurant serves the American cuisine, customers
preferring this food style think twice while changing their decision as there are less options in the
market.
Substitute threat: Threat of substitute is low as the products and food menu serve by the
restaurant create differentiation with other restaurants. As for example, this restaurant serves
pure American cuisines in American style in London which is rarely available, hence, it is not
possible to find substitute easily to compete with this restaurant.
Rivalry and existing competitor: The main competitors of MNKY HSE in UK restaurant
industry are Absurd Bird, Dirty Bones, Hard Rock Cafe, Red’s True Barbecue and others which
serve American Cuisines to UK customers. However, MNKY HSE is trying to bring variation by
creating a soothing environment for the customers along with live music concerts in dining.
4.5 Internal analysis
Strength
As mentioned by Kuo et al. (2016), strength of restaurant lies on the products and service quality
that are serves among the customers. MNKY HSE is famous for serving tasty food and quality
services which are provided at the elegant dining table of the restaurant. Strength is consisting
related to the price structure, for example, the restaurant serves low price menu than other similar
type of restaurants in UK. Moreover, restaurant is active at providing special promotions and
discounts to the customers such as combo meal and offers food in ethnic style which is hardly
offered by any other restaurant in the same location (refer to appendix 2).
Weaknesses
There are several weakness associated with the internal workplace of MNKY HSE restaurant. As
for example, the number of waiters is less, hence customers have to wait long after reserving
their tables for dinners. Another weakness found in the restaurant is that employees are not
having adequate training, such as waiters are not able to manage the tables and also unable to
understand the demands of food that are ordered by the customers. They are not having online
order option till now, which is a major drawback in their restaurant business.
4.6 Opportunities and threat
Strengths Weaknesses
● Located at populated area ● Ineffective staff training
● High demand for Latin American food ● Less number of workforce
● Elegant environment and ethnic ● No online website
designs ● Less food menu option for customers
● Low price menu ● Available at only single location
Opportunities Threats
● Switching off to online website to ● Threat of competitors such as Hard
 offer delivery services Rock Cafe and Absurd Bird
● Opportunity to include healthy food ● Rise of price of raw materials for food
options like organic dishes preparation
● Find ways in generating new traffic by ● Changing habit of food style among
developing new promotions consumers
●
Table 2: SWOT Analysis
(Source: TAKACS and VADUVA, 2017)
Based on the present offerings and quality of workplace of MNKY HSE restaurant, it can be said
that they have chance of expanding their food and beverage menu by adding options such as
salad and organic food. Moreover, they can attract huge customers in the restaurant by creating
new promotional strategies such as television ads and distributing posters. Developing a online
delivery site is also beneficial for overcoming the threats of its competitors in restaurant industry.
On the other hand, it is found that the price of food materials are going on increasing day-by-day
which is a major threats in keeping a balance with the food prices which are offered to
customers. It is found that MNKY HSE is focused on serving Latin American food, hence the
changing taste of customers can bring a major pressure in the food that are offered by them.
Therefore, they can also keep other varieties in order to tackle this issue.
5. Aim and objective of business of MNKY HSE Restaurant
Aim and Objective 1

Specific ● To gain customer satisfaction and

loyalty
● To achieve financial goals

Measurable ● This objective can be measured by

conducting survey among the targeted
customers

Attainable ● To achieve this objective, the business

can bring new variety in restaurant
business

Relevant ● Meeting this objective will help in the

 enhancement of financial goal

Time oriented ● 6 months

Table 3: Objective 1
Aim and objective 2

Specific ● To expand the location in other parts

of UK

Measurable ● This can be possible by building the

brand image of restaurant effectively

Attainable ● This objective can be attained by

giving advertisement in social media
and increasing profit levels

Relevant ● This objective is relevant in creating a

strong market position in UK

Time oriented ● 5 years

Table 4: Objective 2
6. Marketing strategies
Social media marketing: The marketers should involve in social media marketing including
digital marketing for increasing the awareness of customers in UK. As stated by Ryan (2016),
social media is an effective platform for creating a brand value among customers as nowadays;
people are spending most of the time on social media.
Mapping of online reputation: Online reputation of the restaurant should be created which will
help the customers to write their reviews on the quality of food and beverages serves. Both
positive and negative reviews would help in portraying the restaurant in the good light.
Get listed on Food online applications: Several food apps such as UberEats, Deliveroo,
Hungry House and others are there in UK, hence, getting listed on these apps can help MNKY
HSE restaurant in creating the first step in expanding its location.
Creation of a website: As mentioned by Wheeler (2017), having a website is helpful for
establishing brand recognition and identity in restaurant business. As the business wants to grow
its location, hence they require creating a professional website because it helps in opening new
scope to grow big and expand its kingdom.
7. Marketing objectives of MNKY HSE for first years

Specific ● To increase profit by 7% by 2020

● To increase customer base 25% in the
locality
● To start 5 new branches in UK

Measurable ● The first objective can be measured by

checking the behaviour of arrived
customers
● The second objective can be measured
by taking interview of the customers
● Third objective can be measured by
checking the financial status of the
business

Attainable ● This can be attained by serving tasty

food and quality services
● This can be achieved by creating trust
and loyalty among customers
● This can be gained by collecting raw
materials and financial resources

Relevant ● All the objectives are relevant for

gaining effective marketing position in
UK hospitality market

Time oriented ● 1 year

Table 5: Marketing objective for first year
8. Market segmentation, targeting and positioning
8.1 Market segmentation
 Figure 6: Market segmentation of restaurant chains in UK
(Source: Gengler and Mulvey, 2017)
UK restaurant industry is found to get dominated with full-service restaurants in year 2017.
Newton et al. (2015) stated that UK customers are having increasing interest in the fast food
market more. However, MNKY HSE can focus on middle class customers having effective
income as well as family groups as they prefer in coming in these kinds of elegant restaurants.
Moreover, from the segmentation of the restaurant business in UK, it is found that 100% home
delivery services are preferred and it is fast growing segment as most of the restaurants are listed
in food delivery apps like UberEats and Deliveroo. Therefore, MNKY also requires focusing on
listing on these apps. Consumers aged between 20-45 years are found to be the most profitable
segments. It is analysed that MNKY HSE is suitable in segmenting their services into full service
restaurant segment which is made of dining facilities. This would help them to offer menu
selection options to the customers along with high quality experience.
8.2 Target market
 Target Market Segmentation

30%

20%
Business man
Happy couples
Tourists
Family
High-ended Singles
20%

25% 5%

Figure 7: Target market segmentation

(Source: Alt and Iversen, 2017)
Business man: As the restaurant is a small one, hence, it can be said that target market for the
businessman has been set to be 5%. It is mostly found that businessman would come to this
restaurant for spending a quality time after their busy schedule as the restaurant has a facility of
live music which can make them feel relaxed.
Happy couples: This kind of romantic environment with light music and sophisticated
atmosphere is encouraged by the couples to spend quality time with their beloved ones. Hence,
MNKY has set 25% for this kind of target customers. Moreover, these young people are targeted
as they are supposed to be in search of loving environment at an affordable rate which is largely
suitable in MNKY HSE restaurant.
Family: It can be said that this restaurant is perfect place for family dinner. 30% of the target
customers can be set for the family group as this place is perfect for gaining friendly services and
accommodative menu. Latin American cuisines are served in the restaurant which is found to be
liked by most of the families living in UK.
Tourists: The tourists coming from outside countries can get unique taste of Latin American
food along with attractive environment with live music shows. Hence, it is expected that 20% of
the targeted customers would be tourists both from national and international aspects. UK is the
place where every year millions of customers come to visit, hence, the restaurant has a wide
scope of attracting new tourists in their business.
High ended singles: The attractive decor and elegant layout would help in grabbing high-ended
singles largely. The restaurant is famous for serving international menu which is found to attract
the teenagers and singles to spend their quality time in groups. This small restaurant is one of the
coolest places in Street Mayfair, London along with cheap prices of food (Mnky-hse.com, 2019).
8.3 Positioning strategy
Positioning concept is applied to products of business organizations to locate customer
perception on an existing product. As illustrated by Gengler and Mulvey (2017), the perpetual
map provides a differentiated image shows the strength and weakness of the organization
compared to other commercial rivals. Main two parameters used of this map is price and quality
of product and services provided by MNKY HSE.

High quality

May fair kitchen

MNKY HSE Alyn Williams

Low price High price

The Albert Tavern

Sketch London

Low quality

Figure 8: Perpetual map of MNKY HSE

(Source: Gengler and Mulvey, 2017)
The map shows that restaurants and bars in Mayfair street, the UK are close competitors for their
stock of good quality food and liquors. However, most of the competitors belong close to the
high quality and high price matrix. In comparison to other local bars and restaurants, the
company is able to keep the skimmed pricing policies of foods. The restaurant may determine a
strategy to derive reasonable pricing for Latin American foods with the nice and warm ambience
inside restaurant. The restaurant needs to produce more small plate dishes or colourful platters to
complement Jimmy Choo’s dance floor next to the location. The positioning needs to focus more
on the college goers and adolescents who would love to enjoy this groovy mood with short
delight foods. Hence, management needs to determine the pricing line close to the reasonable
range with special sales offers like Christmas and Halloween respectively. This positioning
strategy will offer the restaurant a sustainable competitive edge.
8.4 Growth Strategies
With the help of effective branding strategies, the restaurants can effective earned revenue from
the targeted market. Moreover, the growth strategies for the restaurant business are mentioned
below:
Effective food menu: As opined by Yang et al. (2015), good food is the key essence for every
restaurant business in the market. Hence, MNKY can provide their guests lists of attractive food
menu which are quite demanding in UK. This would help to gain a positive review from the
customers.
Presence of service staffs: The first impression comes from the waiters and service staffs that
welcome the guests in the restaurant. MNKY can use strategies such as escorting the guests in
their booked tables and greeting them with politeness and a cute smile can help in creating a
positive attitude among the customers.
Effective offline and online marketing presence: Both online and offline marketing strategies
required for bringing a new growth in business. As for example, advertising through social media
pages like Facebook and Instagram can help in gaining attention from lots of customers. On the
other hand, hosting newspaper advertisement at regular interval is required for creating a strong
presence in the market.
8.5 Generic Strategies
Generic strategies of MNKY HSE focus on differentiation of product and services in the bar and
restaurant chains nearby or other locations of the UK. The differentiation strategy of MNKY
HSE is a discreet entrance that is hidden underground at 10 Dover Street. The sophisticated
mood in this restaurant is enhanced by eminent mixologist in the UK with their songs and
instrumental services. A strategy of differentiation in bar, lounge and restaurant sections makes
the restaurant acquire customer reach by creating ambience for family cuisine as well as intimate
gathering (Lei and Moon, 2015). On the contrary, some other restaurants and pubs in the UK
provide a similar musical diving experience in their places. The strategy of making low light
ambience ascends the mood of visitors in these restaurants. Additionally, sensory lights, stylish
accessories and lower seats offer utmost comfort that makes a customer feel an ambience like the
living room.
9. Strategy implementation – Marketing Mix
9.1 Product /Service Strategy
Product strategy of the MNKY HSE is good quality food at an affordable price and amicable
ambience. The menu card of this restaurant has a separate normal and exclusive range of dishes
and liquors. Personalisation in food can be done by modifying dishes according to the needs and
taste of customers on request. The bar can also use statistics of sales to identify the most
favoured dishes of customers in a particular session. According to Luo et al. (2015), customer
satisfaction has an entailed relationship with repurchasing behaviour that provides the advent of
greater sales to business organizations. The management can identify the most sold latin dishes
Lamb Shoulder and Robata Grill to enhance their modifications like change of sauces and other
seasonings.
The brand has attempted marketing strategy of day-based cuisines like Tuesday ceviche and
Sunday Detox on their services to attract local customers to avail discounts and facilities of
special offers. However, there is no special menu proposition on Wednesday that is assumed to
be the most special day for arrangement of live music by award-winning musicians and vocalists.
An effective strategy to attract more customers on this day is providing an offer on the short
plate menus to enhance customer focus on music on this day. Moreover, opportunities for
smaller bites attract a particular range of customers have a special desire to attend the musical
evening in low-budget. According to Ball et al. (2015), the market size can be enhanced by
sharing profitability with mixologists to make a good relationship with business elements. The
liquor line can attempt innovative strategies of mixed dishes like gin on ice cream or other
alcoholic drinks on desserts. Categorisation of customers cans a good strategy to distribute
offerings among different age group based on preference analytics. Individuals visiting the
restaurant can be advised to avail special courses for children or offers like 2 free desserts with
30 MNKY KTCHN platters.
The loyalty of customers can be retained by providing special discounts on loyal customers. As
illustrated by Magatef and Tomalieh (2015), special service customisation to satisfy niche
interests can cater diligence in catering services. The restaurant can attempt a strategy of
advanced online booking through mobile applications that may reduce gathering in certain
occasions. This strategy enhances the satisfaction of services among customers especially in the
lounge area by the intangible offering of comfort and care.
9.2 Pricing Strategy

Competitive
pricing
strategy

Pricing
strategies

Image Cost-plus
pricing pricing
strategy strategy

Figure 9: Applicable pricing strategies

(Source: Thielemann et al. 2018)
Cost-plus pricing strategy can be attempted by the organization to guarantee profit of the
restaurant cum bar from sales. As per Thielemann et al. (2018), overhead costs like location rent,
remuneration of staffs and equipment to create ambience is included in this pricing policy. The
brand is already using skimmed pricing that helps them to reach a turnover of customers with an
average of 100 footfalls per weekends. Cost-plus pricing is going to enhance profit from volume
of sales by exceeding the cost of production and accommodation by profit. It may impact the
image of MNKY HSE to provide soothing Latin ambience in affordable price from brunch or
dinner. Increased operating profit opens ways for the restaurant chain to enhance their branch in
other locations. Net profit margin can be retained by reducing cost of additional equipment like
elementary lighting in the floor and mirrors an entire wall of bar. In the ideas of Hanaysha
(2016), a competitive pricing strategy must be followed to ensure a respectively higher
competitive position in the market of bar cum restaurant. Mayfair Street is already congested
with bars and restaurants. The restaurant can gain the attention of small economy scale
adolescents with the positive emotional and commercial value perception of customers. Hence,
the brand needs to focus on the range of pricing that makes them entertain both mediocre and
high-end customers. This strategy is not yet applicable in a range of menu, however, the
differentiation in lounge and bar cum restaurant effectively follows this pricing policy. Image
pricing is a good option for MNKY HSE that allows transparency in the differential of price
satisfying volume of foods. Though, the initial investment for image pricing is high for the needs
of advertising media involvement.
9.3 Place distribution Strategy
Objectives of distribution strategy are to create channels for the branch expansion in different
geographical locations. Location of Mayfair Street satisfies needs of the commercial objective of
the organization regarding the provision of fine dining experience. However, most of the
customers of this restaurant are limited from the region of London that needs to articulate in
different parts of the UK. The restaurant can open branches in the nearest location to universities
and colleges to entertain potential customers from the adolescent age group. Multichannel
marketing strategy can be attempted by using both offline and online services (Verhoef et al.
2015). Offline service is limited to their restaurants in London. However, online service and
delivery of foods can provide customer awareness opportunity of MNKY HSE in different parts
of the UK. Furthermore, as commented by Loo and Leung (2018), the marketing channels help
in mitigating risk of sudden service failure by chances of recovery from the additional channels.
Online application of this restaurant will provide flexible service using the opportunity to
customers that automatically enhances popularity of the restaurant. Online application is helpful
to enhance accessibility of customers by expanding reach to attend customers from a different
location. Alternatively, as per Pawar et al. (2017), booking foods from this application and in-
store delivery reduces the cost of expansion. The application will also help customers to aware of
the lounge music service provided by live performances in this restaurant. Accessibility of food
prepared by this restaurant will be enhanced even in the morning when restaurant is closed at
Mayfair Street. Pre-dining booking of seats, checking daily offers and menus are expected to this
business venture unique apart from other similar service providers in the UK. The online
application is a cost-effective trail of operating profit by new store development in different
locations. Positioning stress can be reduced by providing quality food and service that makes
authentic Latin American experience to customers.
9.4 Promotional Strategy
Objectives of promotional strategies are to reflect public relations, branding and advertising and
to enhance awareness of the brand among customer. Promotional strategy targets to build a
strong bond with customers that automatically positively induce purchasing intention and
frequency of customers. As opined by Warren and Dinnie (2017), branding policy of this
organization includes awareness development program by conveying customer satisfaction and
market positioning. The major role in a digital promotional pathway is played by the
organization's website. B2C business channel is the best channel to connecting with customers
directly without the additional expense of third-party. Positive brand image advances a pace of
meeting promotional objectives like encouraging individuals to avail live music experience from
eminent award-winners. Digital and social media promotional policy can be attempted to
enhance customer reach by using less or no investments. Additionally, social media strategy has
higher potential to reach customers throughout the UK for 39 million users in the UK. About
67% of adults in the UK are engaged with social media that implies a high growth business.
Public relations of MNKY HSE can be grown by the promotion strategy of vlogs and viral social
media ads that include experience of real-life customers. The impression of Qazi et al. (2017)
portrays that paid advertisements in social media and local television channels retain long-lasting
impression on customers. Additionally, local television channels and Social Media are major
platforms for targeting potential customers like college goers. Apart from these advertising
initiatives, flyers can be used to promote brand name among colleagues and university students
(Eneizan and Obaid, 2016). This offline promotional strategy can enhance the interest of
customers for visiting this restaurant.
9.5 People management strategies
Employees and venue managers are mainly involved in personnel with these evolving marketing
operations. Restaurant sectors have issues regarding high employee turnover rates for the high
workplace pressure and irregular working schedule. Employee welfare initiatives like incentives
on performance and encouragement through supplying meals is an effective strategy to reflect
employee concern. As illustrated by Frederiksen et al. (2017), employee welfare attributes can be
utilised properly to motivate them to work effectively during busy working hours in afternoon
and nights. Management of employees is essential for talented employee retention those can
negotiate with customers for personal celebration at the lounge of MNKY HSE. As per
Hanaysha and Tahir (2016), employees' training is very important for enhancing productivity by
skill updates and self-assessment. Self-assessment helps an employee to identify personal
strengths and weaknesses that need to be immediately analysed and resolved. Interval-based
training personally developed for every staff can enhance perfection of service and food
preparation. Strategy to innovate personal creation can be offered to cooks those can create new
menus named as ‘Chef's special'. It not only breaks the boredom of menus in MNKY HSE and
similar restaurants but also provides a competitive advantage to the organization from the
perspective of creativity. Recruitment strategies must follow strict employment criteria for
experienced and qualified cooks and managers. It brings a disciplined behaviour in this
hospitality sector that in terms enhance customer satisfaction through amicable customer dealing
procedures. Only individuals having hotel management designation can be employed as
managers to collaborate management in live programs setting, vocalist or mixologists
appointment and menu setting. An efficient accountant must be engaged to estimate profit
margin and create cost planning to enhance the gap in profit and cost.
9.6 Service process strategies
In the procedure or channels, the service or product delivered to customers is considered as the
business procedure. B2C business procedure is followed by MNKY HSE that connects potential
customers of the brand directly with the organizational management. B2C business organizations
have less risk-reducing delay and failure as they directly control business without any
dependency on the third-party. Direct communication with customers helps the restaurant to
analyse their needs and complaints. Direct communication also reflects care and awareness of the
management of customers that help in loyal customer retention and new customer engagement.
 Figure 10: Blueprint of services in a restaurant
(Source: Abidemi et al. 2017)
Operations in MNKY HSE can be outlined by this service blueprint that initiates functionality
from a customer checking for table to line of vision after service. The decision of customers
directly portrays their psychological understanding of the behavioural response of customers. In
the view of Abidemi et al. (2017), organizational performance directly depends on the internal
and external environment of the company providing direct influence on service. Business
analytics needed to be employed to analyse current business situation of the organization on
which further marketing goals can be developed. Underdeveloped services like personalised
catering on request of customers must be converted to alleviate customer satisfaction. On the
contrary, as argued by King (2017), brand awareness in hospitality sector develops a wave of
realization among customers that distinguished marketing decisions of the particular brand from
another. Hence, recovery of the personalised catering service can generate greater customer
response among the target customer group.
9.7 Physical evidence
Servicescape concept is the best way to provide physical evidence of product and service
offering of MNKY HSE. Staffs of the restaurant amicably connect with the customers with
initial greetings. It shows respect and courtesy of the employees towards customers that
initiatives better customer response as well as satisfaction. They also dress their employees in a
uniform which reflects disciplined behaviour of the organization and management. The
disciplinary attribute is one of the prime interests of British culture that can provide an ultimately
responsible image of the organization. Other participants are managers and account that are
involved in the internal management of marketing procedure of the restaurant. They offer special
cuisine like A La Carte menu and MNKY KTCHN for customers interested in special delights in
low-cost service (Mnky-hse.com 2019). On special days like Christmas and New Year eve
drinks section of this restaurant offers special discounts that increase turnover and popularity. In
addition to that, services like live music by popular singers attract clients interested in cultural
field. In lounge section, specially designed sitting arrangement and accessories helps to enhance
feeling like a personal residence. Comfort of restaurant visitors is enhanced by dim lights and
fine music that creates an enchanting ambience while dining with special and intimate persons
(Meng et al. 2017). It builds a sense of consciousness and cares for customers among visitors.
The environment inside bar can be modified by accessories and commercial lighting that induces
a drooling mood in the bar. Attraction of music performance and taste of Latin American food is
the main physical evidence of strategic marketing of the brand. It helps the brand to create a non-
identical image of the lounge providing similar service. Personal website reflects awareness of
MNKY HSE management regarding modern customer-based and digital marketing policies to
include flexibility and cost-effective customer awareness.
10. Monitoring and Evaluation
Marketing and business objectives determined in this marketing plan needs efficient and
uninterrupted monitoring for formative assessment. A specific timeline of the plan needs to be
created to evaluate efficiency of these strategies in terms of profitability and expansion. A survey
of customers can be performed to outline popularity of Latin American preparations. A feedback
from having both open and close-ended questions can be distributed among customers to analyze
their needs and opinion about food, ambience, developments and customer relations. Formal
feedback sheet with 4-5 rating grades eases evaluation procedure of customer perception on
current services. Feedbacks are helpful in service assessment that may identify opportunities for
expansion and innovation in products and services. Objectives regarding promotion and brand
awareness can be manipulated
11. Resource Requirements and Budgets
Activities and resources planning are essential in a marketing plan to minimize risk of overhead
budgets or miss outs in budgetary allocations. As per the opinion of Halim et al. (2018), the
Gantt chart is one of the best tools to monitor and assess activities in the project timely. The
entire marketing strategy regarding expansion, awareness, product diversification and promotion
have to be an estimated budget of £ 27,200 can be allocated (refer to Gantt chart in appendix 3).
The marketing strategies help to identify marketing constraints like client’s business. Parity of
success in marketing strategy implementation is outlined by the allocation of another three years
by the help of available resources.
11. Control and Contingency plan
Potential changes needs in a plan are outlined in this contingency and control protocol that
discussed measured to be changed after analysis. Positioning and expansion of business by
MNKY HSE include the main changes in the possible contingency outcomes. According to
Dileep and Mathew (2017), differentiation in contingency is an essential part of the marketing
mix that helps in competitive positioning of the products and service of this restaurant. Control
on the implementation plan can be kept by regular interval-based analysis of social media
marketing propositions. It may help in inducing marketing position of the organization.
Expansion may fail increase in the price of land in selected UK locations or delay in staff
engagement for the restaurant establishment. Proper marketing tactics like instalment payment
for the venue or renting the location can somehow reduce the financial implication caused by
external environmental changes. Increase in number of price-sensitive customers may increase
risk of the organization to provide personalised service on request. The organization can choose
alternative of discount pricing that partially helps to enhance customer turnover and loyal
customer retention. However, the brand is going to incur serious commercial loss that may bring
a negative influence in B2C marketing channel management process. Customer concerned
service can be maintained in the restaurant by additional offers on special events or days.
Strategy of social media page may bring conflicts for the negative posts in the wall of MNKY
HSE. They can strategically use these negative feedbacks on wall to reflect transparency and to
gain reliability of customers.
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Appendices
Appendix 1: Pestle analysis

(Source: https://www.business-to-you.com/scanning-the-environment-pestel-analysis/)
Appendix 2: Company background

(Source: http://www.mnky-hse.com/)
Appendix 3: Gantt chart