The Hotel Companys Marketing Strategy - Case Study Example

A Day to Day F&B ‘Container’ Outlet Menu Plan during the Avant Garde Art Exhibitions Name: Instructor: Course Unit: Date: Introduction: The Avant Garde Art exhibition over and over again, endeavours to draw attention to the cultural blend as well as aesthetic multiplicity that replicates worldwide modern-day art. This has an indication that, the people who come to view the arts in addition to the exhibitors themselves are not only from different ethnicity back grounds but, as well as of different age groups thus their tastes and preferences differ. Therefore, making the whole concept a success will require lots of audacity, enthusiasm, and uphill struggle, since the concept is even new, but the recompenses can be vast if it is well planned as outlined in this report. The Setting: The key building block to selecting the accurate outlet locale shall involve its availability. This is proportionate to the point in time of the day but more outstandingly, the exhibitors and attendant’s familiarity and accessibility. Indeed, positioning the outlet next to the exhibition hall shall bring in high numbers of attendants and exhibitors, with the sole purpose that the food and beverage outlet shall be visible and accessible. Considering that the outlet is to be a talking point at the festival, attract media attention and reinforce as part of the hotel's marketing plan the Avant Garde positioning of the hotel, this locale is the best for the food and beverage outlet. Human Resources Training: The human resources will be trained not only in their definite outfitted services but also in the values and relevancies of the hotel’s concept. They will be given far-reaching information from the chef and always be well-versed of the up-to-the-minute information on any special Tapas style menu’s (Maxwell & Loomis, 2003, pp. 209-240). The hotel will take advantage of any volunteers, who are studying food and beverage outlet dealing. It is going to put forward the opportunity for these volunteers to come to the outlet for their work placement. As a result it will also benefit by getting economical labour. The Hotel Company’s Marketing Strategy: Market Penetration: Doorway into the market shall not be a dilemma. The outlet has high visibility and its unique features shall be a centre of attraction, thus it will market itself from the first day. The local inhabitants and students at all times support and want to be associated with new unique things, likewise the tourists too do not have permanent inclinations (Brewster, 2004, pp.365-370). In addition, the outlet has been planned to 'emerge' from the container as a media event which is sort of a pre-opening advertising and then into the early evening where it will be the centrepiece for a themed special event (Zikmund, 1991). Marketing Strategy: Focusing on the exceptional characteristic of the outlet, this is the opening and closing ‘container’ outlet spiced with unusual Tapas style food and entertainment, a mix of marketing automobiles will be created to put across the hotel’s charisma, its representation, and its message. Others shall include; local and international print media, broadcast media, food and beverage outlets brochures, and the Avant Garde website (Assael, 1998). The food and beverage outlet unlike a typical outlet will make available an only one of its kind blend of exceptional food at value pricing with an enjoyable and entertaining ambiance. This outlet is the answer to a greater than ever demand. The public desires value for the whole lot that it procures and is not prepared to acknowledge whatever thing that does not meet its anticipations, and craves for entertainment with its dining experience (Solomon et al., 2009, p.60).  Operating Hours: The outlet will be open from the mid-morning to closing hours of the exhibition seven days a week. Services will commence at eleven in the morning and end at eleven in the night. Food Production: All the food will be prepared in the outlets kitchen. The kitchen although small is planned for far above the ground standards of hygienic competence and will be cleaned daily. Food will be prepared more often than not by order and stored in a cooler and in a dry store in the kitchen. Only fresh ingredients, whenever possible shall be utilized. The Menu: Due to the restrictive nature of the kitchen and service space available, the menu shall be a Tapas style menu. The chef of the event will convey his/her world of excellent feast to Avant Garde Art exhibition as he/she expresses and thrashes out his art with the exhibition attendants. The attendants and exhibitors will also have the chance to sample the mouth-watering Tapas culinary creations prepared with fresh and local ingredients. This menu shall be ‘mouth-washed’ with quality wines brought into being in the local expanse. The Avant Garde art exhibition is an occasion to counterpart the wines with a selection of foods in a event setting that characterizes of media, other distinguished and non-distinguished guests, artists, craftsmen and amusement (Schmidt, 2002, pp.120-122). Tapas style menu is the best for this occasion because it is the approach of eating a lesser amount focused upon eating than on bringing individuals collectively and encouraging tête-à-tête while taking pleasure in this informal service (Rynes, 2005, pp. 9–15). The Tapas menu also, has development of an understanding of both local and intercontinental clients, with an outlook of providing an apposite merge of conventional genuineness, hospitality as well as incomparable ambience. All these put in one basket brings about an exceptional move toward eating and drinking, which is much needed in this exhibition. Further more the restrictive nature of the kitchen and service space available makes the menu even a better, since the food stuffs can be served while cold and to crown it all into small fingers (Ortega & Ortega 2010). Menu of the First Day: For the duration of the late afternoon of the first day of the festival, whereby the food and beverage outlet will 'emerge' from the container as a media event, and then leading into the early evening where it will be the centrepiece for a themed special event, the menu shall only comprise of three (3) sets of Spanish Tapas set menus and wines for one-hundred (100) individuals, as indicated in appendix 1. Each of the three (3) sets of Spanish set menu shall be tailored to go at United States dollars 20.55 per individual. The main reason of choosing the Spanish set menu is that it is easy and quick to prepare hence it will be fast to handle the very many people invited on the first day. The wines to accompany the menu shall include White wine, Red wine, Rose, Sparkling and Champagne, as detailed out in appendix 2. The Day to Day Menu: The day to day menu plan shall comprise of salads, Tapas and featured entrees, accompanied by the wines in appendix 2. The menu is outlined in the appendix 3. The justification of adding salads in the Tapas menu is that many individuals prefer them for their nutritive values and above all is that they are easy to prepare. This is also a recommendation towards advancing a healthy lifestyle. A detailed standard recipe with costing of Thai Style Mussels is as in appendix 4. Long-term Plan: Goals: The Food and Beverage ‘Container’ outlet is a ground-breaking model that targets a new-fangled rising market. The hotel supposes that the market will take action, and develop rapidly in the next coming years. The hotels goals are to generate a repute of eminence, reliability and distinctiveness of food that will formulate it as the ace of an innovative style of dining. Milestones: Subsequent to the outlet opening, its progress shall be monitored. If it’s on target by the end of the year, then the hotel will look into expanding to larger markets, possibly an additional unit in some other country. Risk Evaluation: With any innovative business enterprise, there is always risk drawn in. The accomplishment of this development relies on the vigour and approval of a innovative type of food and beverage ‘container’ outlet, and with a unique menu. After sometime there will be obvious imitators but, we shall be well established to counter competition in the variety of other independent units. Conclusion: Having the above setting and toeing the line of the hotel’s management strategy will observe the achievements of the food and beverage ‘container’ outlet becoming true in a very short while. The Aura of Avant Garde Art Exhibition is far above the ground to take the strategies of the hotel to another echelon of marketing, for the reason the exhibition receives many guest from different parts of the world. The Tapas style menu is suitable for the occasion and also unique in its own status as outlined above, the accompaniment of the wines-both alcoholic and non-alcoholic, the salads and featured entrees attracts equally the non-alcoholics and vegetarians to mingle with the opposite fellows thus enjoying to the brim this new innovation in the food and beverage outlets. This will be an experience that no guest as well as the exhibitors themselves will not want to miss. Read More