MNM3705
EXAM PACK
, lOMoARcPSD|18222662
Declaration
This assignment is a presentation of my original research work. Wherever contributions of
others are involved, every effort is made to indicate this clearly, with due reference to the
literature, and acknowledgement of collaborative research and discussions.
Table of Contents:
1. Project Scope 2
2. Situation Analysis 2
Strengths 3
Weaknesses 3
Opportunities 4
Threats 4
Target Market 4
Demographic 4
Geographic 5
Behavioural and Psychographic 5
Competitive Analysis 5
3. Detailed Marketing Objectives 6
4. Marketing Communication Budget 6
5. Marketing Communication Elements 8
Advertising 8
Sales Promotion 9
Public Relations 9
Digital Marketing 10
6. Workforce Requirements 10
7. Work Breakdown Structure 12
8. Potential Problems or Assumptions 14
References 15
1
, lOMoARcPSD|18222662
1. Project scope
Reason for the project and why it needs to be carried out
The scope of this project is to communicate the new meat-based menu to Ocean Basket’s
customers and potential customers. OB has included meat in their menu and the objective of
this project is to identify the target market and market the new items to them. We will create
marketing strategies to inform, encourage and create interest with the target market.
Project personnel
We will need to include a variety of personnel in this project. We will need a marketing team
that will consist of a marketing co-ordinator and a marketing assistant, who will oversee the
project. A creative director will also oversee the project, but will focus on the creative
direction. We will also require graphic designers, copywriters and printers to bring the
advertisements to life. We will also be marketing online so require social media co-ordinators
and administrators, as well as, a web designer.
How I intend on completing the project
The marketing director will need to start by coming up with a marketing strategy along with
the creative director. They will then brief the graphic designers and copywriters to create the
adverts and marketing communications. The marketing co-ordinator will review all of the
communications and will send to the various distributors. The social media administrators
will schedule the online posts, ready for the relaunch.
The design team will need to re-design the menu to include the meals, have them printed
and distributed to all branches.
Ocean Basket will choose a launch day where the updated menu will be launched in all
stores for customers to enjoy.
2. Situation Analysis
SWOT Analysis
Ocean Basket is in a strong position within their market. It is important to analyse the SWOT
of the business in order to capitalize on opportunities whilst identifying its current strengths
and not losing sight of them.
2
, lOMoARcPSD|18222662
Strengths
Its strengths include their offering of a simple seafood menu. The menu has clear direction
and offers a wide range of seafood meals. They have picked a food group and have chosen
to focus on it and do it well. OB must make sure to maintain this high standard of seafood
and not become distracted by the new menu items. They use fresh ingredients from
sustainable suppliers so are therefore a proudly environmentally-friendly kitchen. OB will
need to ensure that the new food items fall in line with the sustainability of their current food.
Another strength of theirs is their value-for-money. Ocean Basket offers high-quality seafood
at an affordable price, allowing for the middle-class to enjoy fine food and an obtainable
price. Another important strength of OB is that their stores are easily accessible. With 160
outlets nationwide and a few internationally, there is almost one on every corner. This has
helped to build a strong brand that almost everyone can recognise and trust. This also
means, that when customers are looking for good, value-for-money seafood there will
always be an OB nearby and will be customers’ first choice for convenience.
Franchisees always say that “The easiest one to run is Ocean Basket” (Drotsky et al. 2014).
With its simple business model and thorough training programme, OB is an easy franchise to
run. This means that franchisees can spend more of their time focussing on the restaurant
and finessing the small details. This also means that franchisors can focus on expanding
and coming up with new ideas. This also means that OB can continue to grow and expand
as more franchisees will be willing to invest. Ocean Basket is “naturally-Halaal” (Drotsky et
al. 2014) which means that they are not limiting their target market and customer base.
When introducing meat options now, this will change as meat products will have to be
sourced from Halaal butchers and all OB restaurants will have to be Halaal certified. This will
incur a lot of admin and costs.
Weaknesses
In every business ‘strengths’ are met with weaknesses as well. In the case of Ocean Basket,
they have their own weaknesses to be taken into account. The first, and obvious, weakness
is the lack of variety in food groups offered on OB’s menu. Ocean Basket only offers
seafood-based meals which is alienating a large group of potential customers who are meat-
eaters. If a large group of people are to eat at a restaurant, there is a high possibility that at
least one of the members of the group will not eat seafood. Therefore, the group is forced to
choose a restaurant that offers a wider variety, including meat. OB is losing large groups of
customers for this reason. Another weakness of Ocean Basket is that
3
EXAM PACK
, lOMoARcPSD|18222662
Declaration
This assignment is a presentation of my original research work. Wherever contributions of
others are involved, every effort is made to indicate this clearly, with due reference to the
literature, and acknowledgement of collaborative research and discussions.
Table of Contents:
1. Project Scope 2
2. Situation Analysis 2
Strengths 3
Weaknesses 3
Opportunities 4
Threats 4
Target Market 4
Demographic 4
Geographic 5
Behavioural and Psychographic 5
Competitive Analysis 5
3. Detailed Marketing Objectives 6
4. Marketing Communication Budget 6
5. Marketing Communication Elements 8
Advertising 8
Sales Promotion 9
Public Relations 9
Digital Marketing 10
6. Workforce Requirements 10
7. Work Breakdown Structure 12
8. Potential Problems or Assumptions 14
References 15
1
, lOMoARcPSD|18222662
1. Project scope
Reason for the project and why it needs to be carried out
The scope of this project is to communicate the new meat-based menu to Ocean Basket’s
customers and potential customers. OB has included meat in their menu and the objective of
this project is to identify the target market and market the new items to them. We will create
marketing strategies to inform, encourage and create interest with the target market.
Project personnel
We will need to include a variety of personnel in this project. We will need a marketing team
that will consist of a marketing co-ordinator and a marketing assistant, who will oversee the
project. A creative director will also oversee the project, but will focus on the creative
direction. We will also require graphic designers, copywriters and printers to bring the
advertisements to life. We will also be marketing online so require social media co-ordinators
and administrators, as well as, a web designer.
How I intend on completing the project
The marketing director will need to start by coming up with a marketing strategy along with
the creative director. They will then brief the graphic designers and copywriters to create the
adverts and marketing communications. The marketing co-ordinator will review all of the
communications and will send to the various distributors. The social media administrators
will schedule the online posts, ready for the relaunch.
The design team will need to re-design the menu to include the meals, have them printed
and distributed to all branches.
Ocean Basket will choose a launch day where the updated menu will be launched in all
stores for customers to enjoy.
2. Situation Analysis
SWOT Analysis
Ocean Basket is in a strong position within their market. It is important to analyse the SWOT
of the business in order to capitalize on opportunities whilst identifying its current strengths
and not losing sight of them.
2
, lOMoARcPSD|18222662
Strengths
Its strengths include their offering of a simple seafood menu. The menu has clear direction
and offers a wide range of seafood meals. They have picked a food group and have chosen
to focus on it and do it well. OB must make sure to maintain this high standard of seafood
and not become distracted by the new menu items. They use fresh ingredients from
sustainable suppliers so are therefore a proudly environmentally-friendly kitchen. OB will
need to ensure that the new food items fall in line with the sustainability of their current food.
Another strength of theirs is their value-for-money. Ocean Basket offers high-quality seafood
at an affordable price, allowing for the middle-class to enjoy fine food and an obtainable
price. Another important strength of OB is that their stores are easily accessible. With 160
outlets nationwide and a few internationally, there is almost one on every corner. This has
helped to build a strong brand that almost everyone can recognise and trust. This also
means, that when customers are looking for good, value-for-money seafood there will
always be an OB nearby and will be customers’ first choice for convenience.
Franchisees always say that “The easiest one to run is Ocean Basket” (Drotsky et al. 2014).
With its simple business model and thorough training programme, OB is an easy franchise to
run. This means that franchisees can spend more of their time focussing on the restaurant
and finessing the small details. This also means that franchisors can focus on expanding
and coming up with new ideas. This also means that OB can continue to grow and expand
as more franchisees will be willing to invest. Ocean Basket is “naturally-Halaal” (Drotsky et
al. 2014) which means that they are not limiting their target market and customer base.
When introducing meat options now, this will change as meat products will have to be
sourced from Halaal butchers and all OB restaurants will have to be Halaal certified. This will
incur a lot of admin and costs.
Weaknesses
In every business ‘strengths’ are met with weaknesses as well. In the case of Ocean Basket,
they have their own weaknesses to be taken into account. The first, and obvious, weakness
is the lack of variety in food groups offered on OB’s menu. Ocean Basket only offers
seafood-based meals which is alienating a large group of potential customers who are meat-
eaters. If a large group of people are to eat at a restaurant, there is a high possibility that at
least one of the members of the group will not eat seafood. Therefore, the group is forced to
choose a restaurant that offers a wider variety, including meat. OB is losing large groups of
customers for this reason. Another weakness of Ocean Basket is that
3
