Table of Contents 目录
EXECUTIVE SUMMARY 执行摘要
INTRODUCTION 导言
BRAND LIFECYCLE ANALYSIS 品牌生命周期分析
BCG MATRIX & ANSOFF ANALYSIS BCG矩阵和ANSOFF分析
MARKETING OBJECTIVES 营销目标
BRANDING STRATEGY AND BRAND POSITIONING MAP 品牌战略和品牌定位图
TARGET MARKET AND STRATEGIES 目标市场和战略
MARKETING METRICS FRAMEWORK 营销指标框架
CONCLUSION 结论
REFERENCE LIST 参考清单
APPENDIX 附录
Introduction 介绍
The success of any business depends on its ability to understand its position in the market and the different factors that affect it overall operations in the market. In this regard, this marketing plan will evaluate the strategic position of Mother Chu’s Vegetarian Kitchen, identify its marketing objectives, and develop and implement different strategies that this restaurant can adopt to not only enhance its position on the market but also ensure its success both in the short and long run. The paper will begin by conducting product lifecycle analysis, and BCG matrix and Ansoff analysis. The paper will then identify the marketing objectives and establish the brand positioning for Mother Chu’s Vegetarian Kitchen. Lastly, the paper will identify the target market and develop marketing strategies to target specific segments in this market. Importantly, the marketing plan will develop its marketing metrics framework to evaluate the level of success of these strategies as well as develop measures to optimise the outcomes to ensure the plan achieves its marketing objectives.
任何企业的成功都取决于其了解其市场地位的能力，以及影响it整体市场运营的各种因素。在这方面，该营销计划将评估楚妈妈素食厨房的战略地位，确定其营销目标，并制定和实施该餐厅可以采取的不同战略，以提高其市场地位，同时确保其短期和长期的成功。本文将首先进行产品生命周期分析，以及BCG矩阵和Ansoff分析。然后，论文将确定楚妈妈素食厨房的营销目标和品牌定位。最后，本文将确定目标市场，并针对该市场的特定细分市场制定营销策略。重要的是，营销计划将制定其营销指标框架，以评估这些战略的成功程度，并制定措施优化结果，以确保计划实现其营销目标。
Brand Lifecycle analysis 品牌生命周期分析
The brand life cycle analysis evaluates Mother Chu’s Vegetarian Kitchen restaurant as a whole rather than focusing on specific meals that this restaurant offers to its target consumers. In reference to Kumar and Krob (2006), businesses and/or products go through a life cycle that is composed of four main stages namely introduction, growth, maturity and decline (Appendix 1.0). Mother Chu’s Vegetarian Kitchen has experienced significant changes since its establishment 26 years ago. Notably, whereas this restaurant has not experienced much change to its menu since its opening, its consumers continue to evolve significantly. In this regard, whereas the hotel initially targeted people from Asian background who were living in Sydney’s suburbs during its introduction stage, this has since changed. The restaurant continues to attract customers from other background, and particularly those who are interested in vegetarian diet. Currently, the hotel is at a late maturity stage and is fast approaching a decline a stage. This is particularly the case considering the fact that there are numerous restaurants, particularly from China, which offer Asian meals that target vegetarian clientele. In addition to this, the number of large brand restaurants such as McDonalds and Taco Bell that offer vegetarian diet current give Mother Chu’s Vegetarian Kitchen stiff competition. Speaking from this perspective, this restaurant has in the recent past experienced a decline in sales as some of its customers are taken away by competitors.
品牌生命周期分析将楚妈妈的素食厨房餐厅作为一个整体进行评估，而不是将重点放在该餐厅为目标消费者提供的特定膳食上。参考Kumar和Krob（2006），企业和/或产品的生命周期由四个主要阶段组成，即引入、增长、成熟和衰退（附录1.0）。自26年前成立以来，朱妈妈的素食厨房经历了重大变化。值得注意的是，尽管这家餐厅自开业以来没有经历过太多的菜单变化，但它的消费者仍在显著发展。在这方面，虽然酒店最初的目标人群来自亚洲背景，在其推出阶段居住在悉尼郊区，但此后情况发生了变化。这家餐厅继续吸引来自其他背景的顾客，尤其是那些对素食感兴趣的人。目前，该酒店正处于晚熟阶段，并正在快速接近衰退阶段。考虑到有许多餐厅，特别是来自中国的餐厅，提供针对素食客户的亚洲餐，情况尤其如此。除此之外，麦当劳和塔可钟等提供素食的大型品牌餐厅的数量也使得朱妈妈的素食厨房面临激烈的竞争。从这个角度讲，这家餐厅最近经历了销售额下降，因为它的一些顾客被竞争对手抢走了。
BCG matrix & Ansoff analysis BCG矩阵与Ansoff分析
Businesses often use the Boston Consulting Group (BCG) matrix to evaluate their product portfolio considering their market share, product life cycle, and their rate of growth (Sachse 2012). With this in mind, businesses can rely on the BCG matrix to strategically plan their long-term growth. Speaking from this perspective, the “”cash cow”, a “star”, “dogs” and “question marks” analysis was conducted for Mother Chu’s Vegetarian Kitchen (Appendix 2.0). The results from the analysis indicate that the stars for this restaurant include its soup, clay pot, sizzling plate, deep fried dishes, stir fried noodles, dessert, tea, soft drinks, freshly squeezed juices, and Chinese wholesome dishes among others. With this in mind, its dishes and beverages demand a significant portion of its investment since they generate cash for this restaurant. Importantly, these overlap into the cash cow quadrant on the BCG matrix. Importantly, this restaurant needs to invest more in its drinks and beverages in order to enhance its ability to attract customers not only with its vegetarian dishes but also its health drinks. Apart from its products, Mother Chu’s Vegetarian Kitchen need to enhance its social media platform and its website since they could provide a significant avenue to reach customers from different parts of Australia through social media marketing and ecommerce. It website and social media pages has a potential to become this restaurant’s cash cow (Stewart, Warburton and Smith 2016). This implies that the restaurant needs to go beyond providing quality vegetarian meals to providing high quality services through integration of technology in its service delivery.
企业通常使用波士顿咨询集团（BCG）矩阵评估其产品组合，考虑其市场份额、产品生命周期和增长率（SACSE 2012）。考虑到这一点，企业可以依靠BCG矩阵对其长期增长进行战略性规划。从这个角度来看，对朱妈妈的素食厨房进行了“摇钱树”、“明星”、“狗”和“问号”分析（附录2.0）。分析结果表明，这家餐厅的明星包括汤、泥锅、铁板、油炸菜、炒面、甜点、茶、软饮料、鲜榨果汁和中国健康菜肴等。考虑到这一点，它的菜肴和饮料需要很大一部分投资，因为它们为这家餐厅带来了现金。重要的是，这些重叠在BCG矩阵的摇钱树象限中。重要的是，这家餐厅需要在其饮料和饮料上进行更多投资，以提高其吸引顾客的能力，不仅是其素食菜肴，而且还有其健康饮料。除了产品之外，朱妈妈的素食厨房还需要加强其社交媒体平台和网站，因为它们可以通过社交媒体营销和电子商务为澳大利亚不同地区的客户提供重要渠道。It网站和社交媒体页面有可能成为这家餐厅的摇钱树（Stewart、Warburton和Smith，2016）。这意味着餐厅需要超越提供优质素食，通过整合技术提供优质服务。