Mission Statement
Polar Land is set out to deliver high quality, hygienic, nutritive, and affordable Taiwanese-style tea and food through a highly committed and dedicated work-force. Our staffs are focused on customer-satisfaction while ensuring greater value to consumers’ money.
Positioning Statement
Polar Land is defining its image through committed customer-based services by delivering effective home and in-restaurant services from Mondays through to Saturdays. The services are met time-bond to enable busy working-class customers have timely palatable meals at low costs.
Marketing Objectives
The following are envisaged:
Objective
Polar Land is determined to increase its after tax profit by 16% at the end of the 2012 business year by committing resources towards an intensive development of and effective customer services. A conscious effort is put together to build a strong business base that will return a continual increment in the profit through the actualization of expanded sales, operations, and services.
Strategy
Polar Land hopes to adopt technology by engaging Point of Sales Systems (POS) thereby delivering quicker and more effective services while improving and enhancing revenue calculation and facilitation of cost-control. The use of a POS system by Polar Land is certain to in crease customers’ patronage as customers will be given more value. The effectiveness of the POS technology has been proven to enhance sales in other restaurants that are also accepting credit cards.
Another effective and efficient contribution of the POS technology that Polar Land stands to gain is an intensified development of technology-driven services such as adopting Wi-Fi internet technology and its application to enhance product promotions. Jaakko et al (2007, p.772) reported that the use of computer technology has enhanced sales for most of the top businesses all over the world. For a startup business particularly, Polar Land has to put resources together for maximization of the numerous opportunities offered by the technology – more so as the location of the business is almost hideous.
To have an increased after-tax profit of 16% by 2012, the utilization of technology is essential to enhance diversification; new market outlets would bring about wider sales coverage for the food company.
Tactics
With a growing interest in Chinese foods in the Western World, utilizing best marketing strategies and delivering timely services is an outstanding tactics to win younger people who are certain to take more of Chinese food for the fun it offers in the US of A (Miles, 2003, p.37). But more to it, combining entertainment with marketing is becoming an effective for enhancing sales in the food industry, particularly in the United States. Polar Land, therefore, is hereby urged to combine a sports viewing center with marketing of the tea and food so that persons who are attracted to watching sports in public centers would be attracted to the eatery on visiting the sports centers. Guest artists can also be invited to play live bands to thrill Polar Land customers with good melodies while they take their food.
The use of the social media in bringing together consumers has become a very tactical marketing tool lately; almost every business is employing the use of tool in developing stronger bounds with consumers. Where the customers are consistently fed (real-time) with developments and new products developed by the company, there is tendency for uplifting sales.
The consumers, through the social media could have the opportunity to interact with other consumers in a social network; and by so doing, consumers would always discuss about the business thereby indirectly ensure advertisements of company products for the benefit of the company. Employing the use of technology therefore does not just ensure that services are delivered faster but it will also enhance the process of advertisement and connection with the consumer or the customer in real-time. Most of the times, the real-time connection with consumers has always help restaurants to arrive at decisions that have affected the customers from firsthand information-sources.
As a matter of fact, the food retailing outlet has to create or employ the services of an online marketer who will consistently develop more acceptable and convincible ways of reaching more customers with specific products.
While Polar Land defines its tactics to actualize the marketing objective, it must be kept at heart that the objectives must address long term and short term benefits (fitting in at various levels of the operation of the business).
Management must also become more committed to motivating the staff irrespective of whether they are family members or they are friends, or perhaps just workers; when staffs are adequately motivated, they can give in their maximum cooperation hence give more value to customers who in turn will produce a maximum profit. Apart from the motivation of the staff, Polar Land also require a consistent training to reequip the staff with more marketing strategies- a number of which would depend on real-time market analysis known to be very profitable to the development of sales (Simmons, 2007, p.82).
Key Results Measures
Polar Land would consistently review marketing reports in order to come up with fundamental business development strategies; particular based on the income returned periodically as profits. Hence, there will be profit assessment machinery installed for monitoring sales.
Reference List
Jaakko et al. (2007). Mobile customer relationship management: underlying issues and challenges. Business Process Management Journal, 13, 772.
Miles, R. (2003). Organizational Strategy, Structure, and Process. Stanford: Stanford University Press.
Simmons, M. (2007). Punk Marketing, New York: Harper Collins.