Marketing Analysis Of Paradise Catering

MKTG 281 Principle of Marketing

Target Market

The major objective of this report is to conduct marketing analysis of the organization that was chosen in first assessment i.e. Paradise Catering. Paradise Catering is a “green” organization that uses loyally grown and organic food to produce healthy and delicious cuisine to light up different types of occasions. This report includes the discussion about the market segmentation and targeting market of the chosen organization. It describes different types of segmentation characteristics like demographic, behavioral, geographic and psychographic to determine its targeted audiences. Secondly, competitive analysis is conducted and major competitors are identified. At the end, marketing mix strategies of Paradise Catering are discussed which are used to attain its SMART objectives.

Target market is a customers’ group within the business’s serviceable available market which it has decided to target its marketing and promotional efforts towards. It can be stated that target market is a set of total market population for any specific product or service (Schlegelmilch, 2016). Here, Paradise Catering is targeting different customers by considering different characteristics of market segmentation like demographic characteristics, geographic characteristics, psychographic characteristics and behavioral characteristics. Target market for Paradise Catering is discussed below:

Under demographic segmentation, Paradise Catering is focusing on the customers considering their age group and income level. The organization serves the students in colleges and schools so that it can spread awareness about good dietary habits. In this way, it covers both males and females from the age group of 15 years to 50 years. Moreover, it aims the people from mid-ranged income group so that it can increase its clientele and sales. This is the reason that organization is offering its catering services on affordable prices. This type of segmentation assists this organization to cover a larger market in domestic locations (Schlegelmilch, 2016).

This type of segmentation is also known as lifestyle segmentation because it is measured by considering the opinions, interests and activities of customers. It is one of the mostly used segmentation base as it allows the marketers to recognize defined segments. Under this, Paradise Catering will consider different variables like lifestyle, social class, interests, and opinions towards its catering services. The major customers are the people who are very much concerned towards health as it offers a wide range of organic, vegetarian, dairy and gluten free and omnivore dishes in its menu. The company targets the customers who are environmental-friendly. Thus, it can be stated that this organization aims its catering and food services on middle class customers with healthy life style.

Behavioral segmentation is a type of segmentation under which a company divides its customers into different groups as per their observed behaviors and attitudes. There are various companies which believe that this segmentation basis is more superior to demographics for developing market segments. Paradise Catering has some customers who regularly use their services in their birthday and wedding parties. It offers its services to number of events and firms like colleges, schools, nonprofits, big box stores in the city. It indicates that it has regular customers who use its services on regular basis and these customers show their loyalty towards catering services of Paradise Catering (Menon, Bharadwaj, Adidam & Edison, 2015).

Demographic Segmentation

Thus, it can be stated that major targeted customers of Paradise Catering are the students in local colleges and schools so that they can develop awareness about healthy dietary habits as it believes that food habits developed in childhood stage and puberty stage generally continue in the adult stage. By targeting these customers, it is making efforts to make parents believe that green and organic food is a significant part of their diet. In this way, different segmentation characteristics help Paradise Catering to target appropriate customers for its catering services and meet their needs and demands effectively (Mattel, 2015).

There are some leading players in catering industry which are posing intense competition on Paradise Catering. The catering industry in British Columbia has various catering firms which serve the low to middle end of market. These firms are competing to some extent on cost, but more on the service. Serving and quality of food are the major components of service that these catering companies compete on (Anonymous, 2009).  

One of the major competitors is Green Door Catering that is engaged in offering green and organic food products in Cranbrook. In this city, the organization is successfully operating its catering business and serving the wedding and special events. Moreover, it assists the customers in building the restaurants, plan the festivals and picnics. The organization is striving to improve the community with its expertise and passion in hospitality and catering field. In order to provide services, Green Door partners with its friends, clients and neighbors to make the places good. This is the biggest competitor of Paradise Catering in the city as both offer healthy and nutritious food to their targeted customers. Apart from this company, other competing brands are such as Bavarian Charlet, Cuisine Studio Catering Company, Grill Next Door Catering etc.

In addition to these competitors, there are some other brands which offer the substitute products to the food products of Paradise Catering. These companies are engaged in offering inorganic food, conventional food and packaged food products to their targeted audiences. In the city, it has been seen that people prefer to order packaged food products for their weddings and special events. It assists them in managing the food arrangements. These substitutes are working as the competitors of Paradise Catering as they are different but they are competing for the money, attention and time of customers who are seeking for food catering services (Hanks & Mattila, 2016).

Before launching its marketing program and campaign in the marketplace, Paradise Catering will set and determine some marketing objectives. These marketing objectives will assist the organization to promote its products and services among targeted customers and approach its mission (Tanner & Raymond, 2015). There are two major marketing objectives to which this organization will focus its marketing efforts and strategies. These objectives are stated below:

To increase awareness about its products and services:

By using effective marketing strategies and initiatives, the company is planning to increase the brand awareness about its organic and healthy food products. This is the major reason that this catering business has developed connections with different organizations like colleges, schools, big box stores, nonprofits and other local caterers. In order to attain this objective, Paradise Catering has established the mission to offer healthy, wholesome, delicious and sustainable food products with no adverse effects on health and environment.

Psychographic Segmentation

To enhance sales and grow the overall market share

Additionally, Paradise Catering is aimed to increase its sales so that it can increase its market share over other catering players in the industry. In order to achieve this goal, the organization is using different ways so that it can attract more people towards its services. For example, this firm donates its leftovers to Street Angels and Salvation Army force. The major reason that people prefer to use services of Paradise Catering is that they do not use canned or Frozen food that is full of preservatives. Here, everything is fresh that is served from farm to plate. It attracts the environmental-friendly people towards Paradise Catering business.

Both of the objectives can be categorized as SMART objectives:

Yes, the objectives are specific as they will help the organization to attain a great position in the catering industry. These objectives will increase the customer base of Paradise Catering Business (Yadav & Pathak, 2016). The company will focus on the people who prefer to eat healthy and organic food products. In order to enhance brand awareness, it is using different marketing channels which will help in attaining the second marketing objective.

Above marketing objectives of Paradise Catering can be measured by considering the number of customers and service utilization among targeted customers. Further, the firm will be offering tasty, quality and green food which will be different from competitors. It will support the organization to increase its market coverage (Lusch & Vargo, 2014).

There is nothing at Paradise Catering that cannot be achieved as it is using effective marketing strategies to approach its targeted population. Through its products, it is providing healthy eating experience during festivals and events.

The marketing objectives of this firm are related to company’s mission statement and its marketing strategies. Considering the needs and demands of products, it will be modifying its products so that it can attract more customers.

Paradise Catering will create a specific time frame in which it will make marketing efforts so that it can attain both marketing objectives. By using impactful marketing strategies, the company will be able to develop its brand awareness and increase its product sales (Célérier & Vallée, 2017).  

Marketing mix framework includes different marketing strategies and efforts of a company which help Paradise Catering to achieve its marketing objectives. Marketing mix strategies are categorized in 4 decisions i.e. product, price, place and promotion (Baker, 2014). These marketing decisions are stated below:

Paradise Catering is green firm that utilizes locally developed and organic ingredients to prepare healthy and delicious cuisine to light up special occasions. The organization provides a wide range of vegan, dairy and gluten free, vegetarian and omnivore dishes in its food menu (Nuttavuthisit & Thøgersen, 2017). Through its products and services, the company aims to work in an environmental-friendly environment to motivate the population to enhance their understanding of green and plant based food products. It offers its services to assist the arrangement of different festivals and events like birthday parties and weddings. Its products are both tangible and intangible as it offers food products to the customers and intangibles are catering services. The products and services are very beneficial for customers as it improves their dietary habits and provides nutrition to their body. The company has implemented individual branding strategy that assists it in establishing a unique identity among targeted audiences. Currently, Paradise catering is the growth stage of product life cycle as it is looking for increase brand awareness and market share. It is offering products by maintaining the quality of products (Helm & Gritsch, 2014).

Behavioral Segmentation

Pricing objectives of Paradise Catering are to increase its sales, maximize the profits, matching the prices of competing brands and daunting competitors. In order to attain above objectives, the company will use affordable pricing strategies so all income level groups can avail their catering and food services. It will categorize the products differently and set the prices so that it can earn profits. It will make good relationships with the farmers and suppliers so that it can negotiate the prices of organic and other produces. It will help the organization to fine-tune the base prices via discounts. It will decrease the cost of operations so that it can offer its catering services with the discounts (Venter, Wright & Dibb, 2015).

Distribution decisions are the most significant decision that company needs to make while offering its products to final customers. Distribution philosophy of this company is pushing strategy in which it offers the products and services directly to the customers. In order to distribute its services, the organization has created its own website, ParadiseCatering.com where people can book their services. Moreover, they have Instagram and Facebook handle and ParadiseCatering_2015 where company promotes its green and plant based food products (Jolink & Niesten, 2015). In this business, the major intermediaries are such as schools, colleges, firms, non-profits etc. It can manage the relationships by developing effective processes and giving profitable offers. Nowadays, electronic marketing can be more beneficial for this business as most of the people are active on internet and social media sites. Yes, there are seasonal demands for products as people prefer to use its services in wedding and festive seasons.

The major IMC goals of Paradise Catering are such as develop strong relationships with customers, increase loyalty among customers and develop product awareness. In order to attain these goals, the company will use different modes of promotion so that it can approach a larger population (Priluck, 2017). It will use different strategies of communication mix like advertising, personal selling, sales promotion etc. Under advertising, the company is advertising its products and services on Facebook and Instagram Handle and ParadiseCatering_2015, where they are posting the mouthwatering pictures of green food. It will have personal contact with its customers so that it can gain their brand loyalty (Andrews & Shimp, 2017). By using sales promotion technique, it will give discounts to its regular customers in the festive season. In this way, the company will make its communication mix and affect the purchase intention of customers towards catering services.

Conclusion 

Thus, it is hereby concluded that Paradise Catering is using effective strategies to entice more customers towards its food and catering services. This organization is targeting the customers by using different bases of market segmentation. The above report includes the marketing analysis of Paradise Catering that helps the organization to increase awareness about its catering products and services. Above marketing strategies will assist the organization to reach targeted audiences and create a new customer base.

References 

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