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Thai Express: Our Objective

Thai Express is committed to providing quality food and excellent customer service. They aim to introduce new Thai noodle dishes that will be successful in the market. The company plans to promote the new noodles through social media advertising, hiring a PR agency, upgrading their website, and attending community events to build awareness of their new product.

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PETRE ARANGI
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204 views

Thai Express: Our Objective

Thai Express is committed to providing quality food and excellent customer service. They aim to introduce new Thai noodle dishes that will be successful in the market. The company plans to promote the new noodles through social media advertising, hiring a PR agency, upgrading their website, and attending community events to build awareness of their new product.

Uploaded by

PETRE ARANGI
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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THAI EXPRESS

Our Objective
Thai Express is committed to quality and customer satisfaction. The management has
been working around the clock to ensure that the needs of the costumers are met to the
latter. The customer support team ensures that the customers get nothing but the best at
the end of the day. The introduction of the Thai Noodles is expected to be a game-
changer in the industry
Name of student
[Email address]
Table of Contents

Executive Summary

Business Summary & Situation Analysis

o Company Name
o Marketing Leadership Team
o Mission Statement
o Situation Analysis
o Summarizes the environmental scans [internal and external]
o Competitive Landscape
o SWOT matrix
o Summary of Key Findings

Business Objectives

o Overarching Objectives
o One-year marketing objective for new menu item

Marketing Strategy

o Target market profile


o Buyer Persona(s)
o Positioning Statement

Marketing Program

o Product Strategy
o Price Strategy
o Promotion Strategy
o People Strategy
o Promotion Strategy
o Marketing Communications Budget

Implementation Plan

o Marketing Activities Plan and Responsibility


Executive Summary

Thai Express is one of the leading companies in Canada. The firm has cut a niche for itself in the
business sector by offering the customers the best quality food they are less likely to find
elsewhere. The management is committed to giving the customers nothing but the best. If you
are looking for place where you will find tasty and affordable foods without paying through your
nose then Thai Express is the place to visit during your free time

Business Summary

Our Company

Our company name is Thai Express. The company is headquartered in Montreal, Quebec with
offices in Ontario. The company’s mission is to provide our esteemed customers with the food
made from the freshest and finest ingredients. We always strive for excellence in the quality of
the food we present to our customers. Our customer service is second to none. We also take price
in the meals we offer to our customers. We believe that it is important to share nothing but the
best.

Our Marketing Leaders

The CEO of the firm serves as the marketing leader. The official works with other staff
members including agents and other junior officers to reach the targets of the firm. The CEO is
tasked with ensuring that the firm remains at the top of the game. The CEO has been working
around the clock to ensure that the firm gets entry into new markets. The able leadership of the
CEO has seen the firm grow from strength to strength in the recent past. The position is always
occupied by the company’s top cream and not just anyone.

Situation Analysis

Thai Express was established because of the consumer demand. The firm has taken advantage of
the demand on the market to rise to the top over the years. The current demand for its services
has favored its growth. It is one of the firms that have remained profitable over the decades
despite facing a myriad of challenges from all corners of operation.

Competitive Analysis

Thai Express has been facing stiff competition from other companies in the sector over the years.
The top competitors of the firm include Lasonde Inc, 4R Planets, A and V 2000, 3M Canada and
2GO energy among others. The firm has adopted a series of measures to ensure that it remains at
the top of the game for all these years.
SWOT Analysis

Strengths Weaknesses Opportunities Threats


 New and  Confusing  Health  Competition to
refreshing menu conscious trend delivery from
products you  Price on the market other firms.
are not likely confusion as  High exposure  Competitors
to find some people location favors are located
elsewhere find it hard the sale of its next to the
 Well-trained to select products to the firm which
and their food of market makes it hard
experienced choice  Loyal returning for the same to
members of  Expensive customers thrive under
staff prices of ensures that the certain
 High foods company always circumstances
enthusiastic  Loud and remain at the  Competitors of
team packaging top of the game the firm are
 Experienced environment all these years ready to offer
management  Low  Revitalization of cheap prices
 Outstanding efficiency the nearby cities hence
customer when it favors its affecting its
service comes to growth pricing model
 Localization of booking for in the long run
the taste foods and
other thing

Business Objectives

Marketing Objective

 Serve customers with quality and affordable foods


 Managing customers’ relations to ensure that they get what they deserve at the
end of the day
 Knowing the target market
 Focusing on the customers as well as the ambience
 Keep loyal customers satisfied all the time

Marketing Strategy

Target Market Profile

The firm is targeting the urban market. The marketing comprises of persons aged between 15 and
45. Food prepared quickly is becoming popular in Canada and Thai Express has shown
commitment to giving the best to the esteemed customers. The firm ensures that it reaches to all
potential customers from the market to see whether they can purchase its products or not.

Personas

1. Mary Hills

She is a holder of a Bachelors Degree in Marketing. She has vast experience in the field of
marketing. Hill also has worked with different companies all these years before she decided to
start her company in Montreal. Her hobbies are travelling, watching movies, playing football and
meeting new people.

2. Dickson Jackson

Dickson is an influencer and experienced market. He loves playing golf and watching movies.
He understands the consumer needs of the people of different areas including Ontario and
Toronto because he has once sold them products.

Positioning Statement

The Noodles’ uniqueness is among the aspects that will make them marketable to the target
population. Our unique appeal is among the aspects that have kept us at the top of the game for
all these years. The appeal of the Noodles is rooted in the combination of traditional Thai cuisine
and the modern flavors and new world designs. The Noodles are prepared from the freshest and
finest ingredients.

Marketing Program

Product

Thai Kitchen Stir Fry Noodles

Price

The noodles’ price is set at CDN $ 6.43. Thai Express always analyzes the prices offered by
other companies on the market before setting theirs. The firm has remained competitive because
of the reasonable pricing of its products

Place

The products will be delivered by our agents in Ontario, Brampton, Toronto and Quebec. The
delivery will take place the same day upon ordering for the same.
People

We value our customers and always ensure that their needs are paramount. Our customer support
team is always available including weekdays and weekends to help our customers resolve any of
the queries they have. We also have feedback forms for clients to raise their queries whenever
they arise. The forms comprise of areas of concern and we often use them to determine whether
our service meet the needs of our esteemed customers or not. We always make sure we response
to complaints from our customers on time.

Promotional Mix

Thai Express uses different marketing strategies to reach the target market. One of the techniques
we apply is event marketing. We always organize events to showcase our menu. We also attend
events organized by other firms within the sector to show them what we have to offer at the end
of the day. We also take advantage of social media platforms such as Facebook, Twitter,
Instagram and YouTube to market our products to your esteemed customers from different parts
of Canada

Marketing Communications Budget

Marketing Activities Estimated Price

Advertising spend on Facebook- We plan to pay $ 700


for advertisement
Hiring a PR agency $ 1000

Upgrading and building new hotel website $500

Outsourcing work for specialist contractors $150

Other equipment for marketing like DSLR $ 1000


cameras
Total $3350

Implementation Plan

Date Responsible Action


January Marketing manager Facebook advertisement
February Marketing manager Facebook advertisement
March PR Manager PR marketing
April PR Manager PR marketing
May ICT Manager Website development
June ICT Manager Website development
July ICT Manager Website development
August PR Manager PR Campaigns
September Events Manager Events organization
October Events Manager Events organization
November Events Manager Events organization
December Events Manager Events Manager

Conclusion

Thai Express is one of the top food service providers in Canada. The firm has specialized
in the sale of Thai inspired dishes. Thai Express intends to market The Thai Noodles to different
consumers in various parts of Canada. The firm will use different strategies to beat products from
its competitors within the industry. The firm will utilize social media, marketing campaigns,
main stream media and events to market the product to its customer base. The marketing
campaign will kick off from January and run until December.

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