The marketing of the Bridge Cafe Buffets is aimed towards all age groups. As the Bridge is part of the church buffets are offered for weddings

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CONTENTS PAGE

Introduction.

The Bridge Café.  

The marketing in practice.

The macro-environment.

The five competitive forces.

Management expectations.

Buyer behaviour.

Market segmentation.

The marketing mix.

Pie chart showing market segmentation.

The Bridge Café Take Away Menu.

The Bridge Café Music Menus.

The Bridge Café Buffet Menus.


INTRODUCTION

This report was commissioned by Mrs A Bernard to show my understanding of the tools, techniques and ideas presented in the marketing module.  The report will cover marketing orientation, practice approach, impact and buyer behaviour.  Development of marketing segments and the marketing mix.

To display my understanding I have used the Bridge Café, which has been trading for eighteen months and is expanding its services.  It is part of the Christ Church community outreach program and is designed to offer good food at a very reasonable price.


The marketing of the Bridge Cafe Buffets is aimed towards all age groups.  As the Bridge is part of the church buffets are offered for weddings, birthdays, christenings, blessings and funerals as well as family functions and also as part of the conference facilities.  With such a wide age range of customers the marketing has to appeal to a huge range of people from a variation of backgrounds.  The service the Bridge offers can be tailor made to fit to the client’s needs and taste as well as a pre defined menu of various prices.  With the ability to meet with clients for a more personal touch or by telephone, fax or e-mail for a faster more efficient service we can stay ahead in research and the development as trends change and different age groups have different tastes.  We know our customers as we all eat and have an understanding of different diets and customs relating to religion.  The clients that have already used the Bridge Buffets Service have found it easier to approach them to arrange a tailor designed menu for their guests as the staff are very approachable and are willing to spend time talking to the clients and their needs and desires.  With this type of relationship with the client it is hoped that they will use the service again.  The buffet service prides itself on producing home made and home baked products fresh to the client, which is catered to all sized buffets.  Buffets can be organised at short notice (twenty four hours) and still uphold the same home made traditions.  

The marketing in practice fits in with the definition “Marketing is the management process which identifies, anticipates and supplies customer requirements efficiently and profitably” (The Chartered Institute of Marketing) as the client is in contact with a senior member of the team who knows and understand both the client needs and the practical aspect of the catering team.  Catering is a profitable service if correctly marketed and provided.  “Marketing is concerned with meeting business objectives by providing customer satisfaction” (The Chartered Institute of Marketing).  The Bridge Buffets is run from the Bridge Café, which offers the business the ability to run.  Customer satisfaction is obtained by the very high standard of catering and flexibility, which is what today’s clients demand.  

The marketing for the buffet service is done through the church itself and by word of mouth.  This offers the chance for the business to grow and not to be dropped in at the deep end so to speak.  All businesses need to find their feet and learn to walk before they run.  This form of marketing and advertising reaches a huge amount of people from all areas of the region.  Word of mouth seems to be the greatest benefit as clients pass the word or client’s guests ask about the catering.  Business cards are displayed and are available for guests to take away.  The church publication advertises the buffet service, as does the Bridge Café’s music school.  The benefit of this is that all the advertising costs are kept low and the client base is from the church and this gives the effect of reaching out from the church into the community, which was the aim of the service.

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The macro-environment consists of a wide range of forces, which affect the business (which is more commonly known as the PEST Factors), includes politics, economy, society and technology also demographic, which includes age, work, race, religion, beliefs and education.  The total environment could be shown as a diagram such as;


Politics and technology do not have a direct impact on the buffet service but the society we live in and our huge range of cultures may influence the business in respect of social standing and ‘keeping up with the Jones’ mentality of people.  Some cultures ...

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