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Open and produce a marketing plan for a new restaurant.

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INTRODUCTION The main objectives of this report are to open and produce a marketing plan for a new restaurant. This corner lot restaurant is near the main high street in Uptown (Damansara Utama). The reason why choosing this area because it is easy to observe by the publics. The name for this new restaurant is "The Plane". This restaurant will be different compare with other restaurants because its serve the entire popular foods from all the country around the world. For example it has "Tom Yam" from Thailand; "Spaghetti" from Italy; "Steak" from USA; "Cheese" from Netherlands; "Nasi Lemak" from Malaysia and etc. The interior ad exterior for this restaurant is d�cor likes an airplane. The d�cor and the foods are very suitable for the publics from different country and Malaysian whose have a change to taste the popular foods around the world. Besides, the services for this restaurant are exactly the same with air stewardess serving in air plane. There was some restaurant have the same strategy with "The Plane" which is 'Victoria Station' and 'The Ship'. Macro Environment Demographics Population : 23,092,924 (July 2003.est) Ethnicity / Race : Malay and other indigenous 58%, Chinese 24%, India 8%, others 10% Age Structure : 0-14 years - 33.7% (male : 4,001,507; female : 3,777,896) 15-64 years - 61.9% (male : 7,163,252; female : 7,131,745) 65 years and over - 4.4% (male : 447,230; female : 571,310) ...read more.


When the customers finish their food, air stewardess will take away the dishes. The air stewardess has to ask the customers whether need to order any dessert. Stewardess will bid farewell to the customers to ensure they will come back to consume again V Skills The plane will be employed chefs who expert in cooking come from around the world. There was a professional training by the expert chefs to the junior or without experience chefs so that they can work together without any problems. Besides, the MAS air stewardess will be choose to train the waiter / waitress in servicing at least 2 weeks before they start to serve the customers. V Shared Culture The Plane must have a good culture which is the stewardess are giving power to make decision when they face some problems so that can handle the situation well. This will ensure that the customer's problem can be solved as fast as possible and also can satisfy customer's need. The employees at The Plane are coming from others country, in order to avoid any argument, the management must be fair to everyone. V Staff The Plane provides a range of training services to improve the bottom line in the business. The qualification of the stewardess is SPM and at least can communicate in Chinese, English and Malay. Before starting the process of plan, management will identify general areas needing improvement and to asses the skill set of individual employee. ...read more.


Besides, the consumers also have a chance to taste variety food around the world. The romantic and peaceful environment can give the customer a comfortable place for their diner. Treat Change in the external environmental also may present trade to the restaurant. Nowadays, the economic came down causes many unemployment people. On the other hand, some of people will keep their money and not to simply wasting, so that the business depression. CONCLUSION With all the restaurant research and marketing, "The Plane" restaurant should be run successful and smoothly. Good location and nice external d�cor will manage to get profit in future. The variety food must be update all the time in order to make public not feel boring and have more choices. As a marketing manager of The Plane restaurant must need always concern about sample the product and services as customers, attend staff meeting, discuss operation with cooks, servers, review operation procedures, test efficiency, evaluate products, observe merchandising effort, checking equipment often and talk informally with customers. The services must be maintained an A-class all the time. Different promotion must be always done to make sure customer feel comfortable. A good promotion must always advertise for the publics to ensure they will always come back and try the food. The Plane should always be concern all the festival season so that it can planned more early how much stocks needs to be store it and the promotion during the festival. If all the situation can be care it properly, The Plane restaurant will be the first restaurant with airplane design and the most popular restaurant in the Malaysia food industry. ...read more.

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