Promotional Opportunities

Arena Cuisine is entering its first year of operation. We wish our restaurant will be a well received one and thus we will make sure that our marketing will be strong enough. We want to continue our success and future profitability. Our restaurant will offer an extensive offering of regional food. The basic market need is to offer individuals, families, friends & business circles a wide range of fresh, creative, attractive, regional dishes, salads, beverages and desserts. We will use fresh vegetables premium meats and cheeses as our ingredients in making the foods to serve it to the customers.

Competitive analysis
Over dozen restaurants in the Khulna area sell food at similar prices. Although this presents an obvious challenge in terms of market share, it also indicates the presence of a large, strong potential. The newest competitors have made their successful entry based on an innovative concept or novelty. Arena Cuisine will offer an innovative product in a familiar style at a competitive price. Our aggressive plans of delivery will also give us an advantage to create a good market share before the competition can adjust or similar concepts appear. Local Competition:
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Kastury: Specialty in Birianee and deshi foods. Grill House: This is an upscale fast food restaurant that has a limited selection of dishes. Although the selection is limited and pricey, the dishes are quite good.

Fan Fair: A Fast Food restaurant with a decent pasta selection, however quality is inconsistent.

Quick Fast Food: An upscale restaurant with a Fast Food selection and good salads. Everything else is mediocre at best and over-priced. Service can often be poor.

As we strong-willed that, we shall expand our business subsequently in Dhaka. So restaurants situated in Dhaka concerning our competitor. Some of well known restaurants are:

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Skyroom: Dine on Indonesian and Thai Cuisine. Sajna: Serves North Indian dishes. Lemon Grass: Some of the Thai food The White Castle: Feast on European and Thai Cuisine. Ninfa's: A bit of everything with Thai, Chinese and seafood meals. Shehnai: An Indian restaurant. Don Jivone: Italian food. Angan: North Indian Cuisine. Chan Pie: Traditional Chinese food. Doice Vita: A taste of Italian and Mexican. Kusum: Dine on Bangladeshi dishes. Spaghetti Jazz: An Italian restaurant. Kinnare: Serving Chinese and Thai meals. Leung Hung: Chinese Cuisine. Le Chalet: Try Southeast Asian foods. Samdado: Dine on Japanese Cuisine.

Opportunities analysis
1. Are there customers that the competition is ignoring or not serving? 2. Which markets are heavily saturated and have intense competition? 3. Are the benefits of our goods and services being clearly articulated to our customers? 4. Are the opportunities to build relationship with the customers using slightly different marketing approach ? 5. Are the opportunities that are not being pursued or in our brand positioned with a customer of companies in such a manner that is cannot stand out?

Communication analysis
SWOT Analysis:

A valuable step in situational analysis is assessing firms strengths, weaknesses, market opportunities, and threats through a SWOT analysis. This very simple process can offer powerful insight into the potential and critical issues affecting a venture. The SWOT analysis begins by conducting an inventory of internal strengths and weaknesses in your organization. We will then note the external opportunities and threats that may affect the organization, based on our market and the overall environment. We want to capture the factors that we believe are relevant in each of the four areas. The primary purpose of the SWOT analysis is to identify and assign each significant factor, positive and negative, to one of the four categories, The SWOT analysis will be a useful tool in developing and confirming our goals and our marketing strategy. Some experts suggest that you first consider outlining the external opportunities and threats before the strengths and weaknesses.

Strength

Weakness

Opportunity

Threats

The following SWOT analysis captures the key strengths and weaknesses within the company, and describes the opportunities and threats facing Arena Cuisine. 2.5.1 Strengths: Strengths describe the positive attributes, tangible and intangible attributes, internal to our organization. They are within our control. What do we do well? What resources do we have? What advantages do we have over your competition? Strengths capture the positive aspects internal to our business that add value or offer us a competitive advantage.

Strong relationships with vendors that offer high-quality ingredients and fast/frequent delivery schedules.

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Excellent staff who are highly trained and very customer attentive. Great retail space that is bright, hip, clean, and located in an upscale mall, suburban neighborhood, or urban retail district.

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High customer loyalty among repeat customers. High-quality food offerings that exceed competitors offerings in quality, presentation, and price.

Cooking ingredients are organic and directly bought from the producers.

2.5.2 Weaknesses: These factors are under your control, but for a variety of reasons, are in need of improvement effectively to accomplish your marketing objectives.
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Arena Cuisine name lacks brand equity Limited resources Limited marketing budget to develop brand awareness The struggle to continually appear to be cutting edge

2.5.3 Opportunities: Opportunities assess the external attractive factors that represent the reason for our business to exist and prosper. These are external to our business. What opportunities exist in your market, or in the environment, from which you hope to benefit? If we have identified "opportunities" that are internal to the organization and within our control, we will want to classify them as strengths.
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Growing market with a significant percentage of the target market still not aware that Arena Cuisine exists.

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Increasing sales opportunities in take out business. The ability to spread overhead over multiple revenue centers. Arena Cuisine will be able to spread the management overhead costs among the multiple stores, decreasing the fixed costs per store.

Suitable location.

Magnificent business environment as number of multinational building are situated there.

2.5.4 Threats: These are also external you have no control over them, but we may benefit by having contingency plans to address them if they should occur.
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Competition from local restaurants that respond to Arena Cuisine superior offerings. Arena Cuisine found in other markets coming to Khulna. A slump in the economy-reducing customer's disposable income spent on eating out.

Target market analysis

Market Needs Arena Cuisine is providing its customers with a wide selection of high-quality Regional dishes and fast foods that are unique and pleasing in presentation, offer a wide selection of health conscious choices, and utilize top-shelf ingredients Arena Cuisine seeks to fulfill the following benefits that are important to their customers.
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Selection: A wide choice of fast food and regional food options. Accessibility: The patron can gain access to the restaurant with minimal waits and can choose the option of dine in or take out. Customer service: The patron will be impressed with the level of attention that they receive. Competitive pricing: All products/services will be competitively priced relative to comparable high-end other restaurants.

Target Marketing The market can be segmented into three target populations:
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Individuals: people that dine in by themselves. Families: a group of people, either friends or a group of nuclear relatives dining together. Take out: people that prefer to eat Arena Cuisine food in their home or at a different location than the actual restaurant.

The customers of our restaurant will be hungry people mainly between the ages of 18-50, making up 33% of Khulna (According to the survey of Khulna Chamber of Commerce). Age is not the most defined demographic of this customer base; all age groups fast foods and regional foods. The most defined characteristic of the target market is income. Our Location has a large day and

night population consisting of business people and families who have household disposable incomes over Tk.20, 000. Combining several key demographic factors arrives at a profile of the primary customer as follows:
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Sophisticated families who live nearby. Young professionals who work close to the location. Shoppers who patronize the high rent stores.

Media to Use for communicating with customer

Customer analysis
Market Location & Customers K.D.A Avenue area is one of the most desirable retail locations in Khulna. There are more than 50 businesses in a 1 square mile The customer base will come from 3 major segments;
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Local population -- The city of Khulna with a year-round population of 30,000 is centrally located in Khulna District and is within 15 minutes drive of 8 major suburbs.

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Colleges and Universities More than 6 school and University. Local businesses Grameen Phone, Citycell, Aktel, Bagla Link, Warid Telecom, Teletalk, British American Tobacco, Unilever, Nestle and other multinational companys employees. The food concept and product image will attract 3 different customer profiles;

The student -- More and more young people have developed healthy eating habits. Some also go through a "health food phase" while in college.

The health conscious person of any age or sex -- This includes anyone on a restricted or prescribed diet or those who have committed to a healthy diet.

Curious and open-minded -- "Lets spice the." Through marketing, publicity, and wordof-mouth, people will seek out a new experience and learn that nutritious food can be tasty, fun, convenient, and inexpensive.

2.2.2 Market Demographics The profile for Arena Cuisine customer consists of the following geographic, demographic, and behavior factors: Geographic
 Our immediate geographic target is the city of Khulna with a population of 10,000.  A 10 mile geographic area is in need of our services.  The total targeted population is estimated at 30,000.

Demographics
 Male and female  Ages 25-50, this segment makes up 33% of the Khulna market according to the Khulna

Chamber of Commerce.
 Young professionals who work close to the location such as Grameen Phone, Citycell,

Aktel, Bagla Link, Warid Telecom, Teletalk, British American Tobacco, Unilever, Nestle and other multinational companys employees.
 Yuppies  Have attended college and/or graduate school  An income of middle to higher income level  Eat out several times a week.  Tend to patronize higher quality restaurants.  Are conscious about their health

Positioning
Arena Cuisine will position itself as a reasonably priced, upscale, fashionable restaurant. Khulna consumers who appreciate high-quality food will recognize the value and unique offerings of our restaurant. Our targeted patrons will be single as well as families, ages 18-50. Arena Cuisines positioning will leverage their competitive edge:
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Product. The product will have the freshest ingredients including homemade regional dishes, imported cheeses, organic vegetables, and top-shelf meats. The product will also be developed to enhance presentation, everything will be aesthetically pleasing. Service. Customer service will be the priority. All employees will ensure that the customers are having the most pleasant dining experience. All employees will go through an extensive training program and only experienced people will be hired.

By offering a superior product, coupled with superior service ... will excel relative to the competition. Arena Cuisine will position itself as:
A. Reasonable price. B. High-quality producer. C. Professional. D. Reliable.

Creative brief 1. The objective a. Increasing brand awareness b. Build brand image c. Increase customer traffic d. Increasing retailers and wholesalers orders e. in 2. Target audience 3. The message theme 4. The support 5. The constraint