Read the reading provided down below about a made-up restaurant called L'ultima Cena and select what is best for the L'ultima Cena for its Performance Measures and Budget. ?Performance will vary based on the goals and objectives of the marketing plan.

(Min two hundred fifty words a good understandingand explanation) How would the restaurant called L'ultima Cena implementplacing ads promoting, customer safifaction, quality, etc...

Market/ Industry Trends When looking at Yelp reviews for various restaurants in the Baltimore area, consumers have been liking how the food is made with fresh ingredients and how when there are leftovers, it is still edible the next day. The main location for the top-rated restaurants have been in Federal Hill and in Little Italy. On the other hand, there are the chain options such as Olive Garden and Carrabas which are located in various parts, not only in one section. This is something to consider because of when launching our location, being aware of where competitors are located will be helping us with spacing and standing out. The ingredients of the food being served are crucial, the fresher the food is, the better reception it will be receiving. The large chains such as Olive Garden have prepackaged and premade frozen meals. On the other hand, some dishes such as their soups are handmade daily along with their sauces and appetizers. In the time we are living in, the option to have your meal brought to you has become a trend whether you are using Uber Eats, doordash, or grub hub. All across the baltimore area there are restaurants with this option because of how convenient it is whether you are getting off work and want food, or simply prefer to eat at home. This is a newer trend that is helping restaurants reach newer markets when it comes to looking at the consumer age. Social media has been something that has been taking the way marketing is done. Being as active as possible will help with attracting a new niche market along with advertising specials going on daily. This is also allowing us to interact with our consumers. Offering polls will help us garner what is in demand for us to offer. When we see what they prefer to see or have, we are able to make adjustments to their preferences to best please them. We decided to see theapproach that Olive Garden has done, they have over 600 thousand followers. They are posting regularly and have been adding some humor to their posts. Having it not be so serious so they can connect with a younger audience. When analyzing L'Ultima Cena's SWOT analysis (Appendix I), we identified several key points: Strengths: At L'Ultima Cena, we specialize in fresh local organic ingredients to produce exceptional delicious food. We include nutritional information and inform our patrons of our suppliers and their location. All our suppliers deliver organic and healthy ingredients. Every morning a truck arrives from Cecil County with fresh meat, vegetables, and fruit. We have an extensive wine collection that includes the following countries: New Zealand, the USA, France, Spain, Argentina, Italy, Portugal, Mexico, and South Africa. Our prices vary depending on the quantity and selection of wine; we accommodate customers with varying price points that satisfy each income level. Our service is exceptional, only providing customers with respectable, fast, and welcoming service. Weakness: Our weaknesses include an outdated ticket system, an average cocktail menu, and a slow lunchtime. The previous owner preferred the old fashion ticket process. However, tickets get lost, handwriting becomes messy, and our cooks complain they cannot read or organize tickets accordingly. By improving our ticket system, we can improve our overall service. Our online presence is limited. We need to update the interface of our website, provide an online menu, and introduce an online ordering service for pick-up or delivery. By doing so, we can promote our new cocktail menu, happy hour deals and increase our lunch rush.Opportunity: As mentioned before, our online presence is non-existent; by increasing our online reviews on Yelp and Google, we can increase customer loyalty, engagement, traffic, brand recognition, and attract new customers. We have developed marketing strategies to promote our new happy hour deals on our social pages, primarily Instagram and Facebook. We also want to offer a delivery service to reach our customers who cannot leave their house during these trying times. We have plans to join online food ordering companies like DoorDash, UberEats, and GrubHub. We can increase rush at lunch and provide service to those who like to eat at home. These improvements will provide convenience, more availability, increase customer reach, and grow customer loyalty. Threat: The ultimate threat L'Ultima Cena faces is our competition. The current Italian cuisine market is crowded with chains like Olive Garden and Carrabba's Italian Grill to small local bistros like 7 West. The more established competitors have more capital, competitive prices, happy hour specials, extensive marketing strategies, brand and customer loyalty. We must gain a competitive advantage and stay relevant against dominant chains. Marketing Strategy 5W analysis Who are current and potential customers ? We are planning on attracting age groups ranging from a younger crowd looking for a happy hour spot to families going out for dinner. When attracting the different age groups there is a specific plan of when they are best suited for coming in. For our early bird specials in the morning to midday, it is going to be meant more for senior citizens. This time frame is appropriate for them because it will be a lot slower and not too loud for them, while they are ableto enjoy a meal. As the day goes on, we are approaching early dinner to happy hour time. This is going to be meant for a younger group of people looking for cheap drink prices, and those who are just getting off work looking for dinner or a drink as well. The group looking for dinner may not want to cook or anything afterwards, so we are going to be there to serve them. As the night goes on, large families who want dinner will be ideal for this. In the case of those getting off work, this can be said for families who have parents getting off work or kids playing sports or other after school activities. With everything going on at once. There is not time for cooking and the easy option is to come in for dinner with us. What do customers do with our products? Since we are an Italian restaurant, our customers are going to be eating and enjoying the food we serve. The atmosphere we want to have when they come is to feel like you are at home while eating. This will enhance their experience, as a result of this, the word of mouth will help improve our reputation and recommend us to friends and family. In a sense along with eating the food, they can advertise it to help bring in new customers. Where do customers purchase our products? There are a variety of options for how customers can purchase the products. The first is by physically coming into the restaurant and ordering. They can order to take out or dine in at a table. There is also the option of calling us directly and having the food be to go and they are able to eat. The final way is to When do customers select our products? Time oriented approach, the time of the day is dictating when they come in Why (and how) do customers select our products? Look in the promotion strategyThe first step to developing an excellent and effective distribution chain begins with the food supplier. Our goal at L'Ultima Cena is to provide tasty, healthy, and fresh meals. To capture that tasty, healthy, and fresh meal essence, our supplier was chosen carefully. We did our research on the geographical features of Maryland and found many farms located in Cecil County. We selected one supplier in this area due to proximity, only an hour and a half to Baltimore, freshness, and accessibility. We use contact efficiency in order to reduce the number of contacts necessary to exchange products. So, one to two trucks come in every morning to deliver fresh meat, vegetables, and fruit. The cost of daily fresh ingredients is costly, but the quality is unbeatable. It is a necessary expense. To ensure freshness and avoid recalls, we partake in quality checks of each delivery every morning. The goal is to be as fresh as possible; the use of the freezer is limited as much as possible. Currently, L'Ultima Cena only has one location located in Baltimore, Maryland. As our business proceeds into the growth stage, we plan to expand into Washington D.C., Frederick, and Arlington. These areas were selected because this is where disposable income is higher and Italian cuisine is appreciated. Since we are still in the introduction stage, our efforts will focus on promoting in Baltimore. In order to become more accessible to our customers, we have decided to partake in our own delivery service and join online food ordering companies like DoorDash, GrubHub, UberEats. Baltimore is a very popular spot for tourism, so the hotel and entertainment industry is very popular. By partnering with local hotels and displaying delivery menus, people can order in from their hotel rooms and eat fresh quality Italian/Baltimore cuisine. A minimum purchase point of $25 will be emphasized in our menu leaflets to prevent small orders and the waste of gasoline. We have also implemented a plan to partake in the online food delivery service with companies like DoorDash. This provides more convenience and accessibility to those working in their 9-5 jobs, and those who enjoyeating in. These applications give us additional geographical/customer reach, marketing, revenue, and also the opportunity for our staff to make extra tips. The development of our brand- new website will give customers the accessibility to view our menu, updates, events and even order directly from our site. By increasing our online presence, we can increase orders by providing online ordering options to avoid wait times on the phone. L'Ultima Cena can increase revenue by promoting and maximizing awareness of all the different ways customers can consume our products. Our marketing and promotion strategies will provide customers with great insight and information and will hopefully drive in customers. Promotion Strategy Since L'Ultima Cena is still in the introduction stage, we want and still need to brand ourselves. As a restaurant, we want to attract "The Jester" and "The Everyman." Both of these personalities voice fun-loving, playful, optimistic, friendly, humble, and authentic. Our plan of action is to employ the pull strategy and produce demand among customers with our promotions. To do so, we need to outline AIDA - attention, interest, desire, and action. We will utilize social media on different platforms to target and attract specific customers. Facebook usage among key demographics is the greatest between the ages of 18-29 and 30-49. Instagram usage among key demographics is the greatest between the ages of 18-29. We can target different audiences with different promotions accordingly. To generate interest and desire among customers, our social media pages will contain and be updated constantly with upcoming events, specials, and new menu items. Instagram and Facebook pages will feature our extensive collection of wines and upcoming cocktail lists. Our happy hour times will be posted with a snapshot of our new exciting signature drinks for our younger customers. We can also join local groups on Facebook and advertise our promotions to those looking for an evening out in Baltimore. The usage of Yelp,Google, and TripAdvisor can help reach our foodies, travelers, and tech-savvy customers. We will implement a 10% discount or a free appetizer on their next visit to encourage users to post on Yelp, Google, and TripAdvisor. Through all these sites, we can reach and engage with multiple target audiences. As mentioned before, one of our weaknesses is there is no lunchtime rush. By promoting a lunch-in/delivery deal on Facebook and some print media, we can reach the older generation who have more time on their hands and entice them to come in with a combo-style deal. The older generation, ages 60+, are always looking for lunch deals and a way to spend their afternoon. A business card drop-box will be at the front during lunchtime to encourage customers to come in and participate in local contests for a free meal. We will also promote our lunchtime specials on apps like DoorDash, Grubhub, and UberEats with a $0 delivery fee during prime lunch hours. By implementing these strategies, we can reach and attract a range of ages to maximize profits. As mentioned above, our website has been down for far too long. Many restaurants do not have a website which causes frustration to consumers. By incorporating a website into our marketing plan, we can control the message and image we want to create. Customers will have a good idea of who L'Ultima Cena is and be excited to join us for dinner or drinks. From our own personal website and business review pages like Yelp, we can generate trust and loyalty from our customers. "84% of consumers trust online reviews as much as personal recommendations." (Bonistalli, 2020) We will update our guests about new menu items, specials, our address, hours of operation, and events. We can also update our customers about nutritional and cleanliness information. By offering nutritional information, we can assist our patrons who track their calories and watch their intake; it will also provide people who utilize Weight Watchers with easy conversions. Our website will contain our social media information for those who want tosee tasty pictures taken from our guests. Generation Z and Millenials actively search for social media pages to get a better understanding of the items offered. L'Ultima Cena's website SEO rankings will increase as reviews are posted, and customers search for us. Especially with location services on, potential customers will find us by simply typing in "Italian Restaurants in Baltimore". By ensuring our NAP (Name, Address, and Phone number) is correct, customers will find us easier. Our social media pages will boost our inbound links, which will overall boost how Google views us and our content. By implementing a website, SEO tactics, social media pages, and business review pages like Yelp, Trip Advisor, and Trivago, we can better brand and promote ourselves to consumers. Competitive Advantage Competitive Advantage is the characteristic of a business that makes customers choose them over any other competitor. These are traits ranging from internal factors, like human resources, business ethics and organizational culture, to external factors such as brand image, supply chain and customer satisfaction. The internal environment will be the much-needed vision and mission of the company which is mainly to satisfy the needs and wants of its customers. As for the external factors, these are the crops of how the company does business for its customers. This lead is aligned to customer needs and wants through defining the target market's preferences and act on it by providing products and services with value at an affordable price. This can also be aligned to knowing where the customers experience under-service and provide it for them. Furthermore, identifying your potential loyal customers from your target market will make the company's competitive edge sustainable. The restaurant L'ultima Cena has a set of competitive advantages in place that it is enjoying, and its customers are enjoying the benefits of these strategies. For instance, theBranding and Positioning In order to attract new customers and leave a good impression, a brand or company must have a solid positioning Smmml. Positioning statements are a short and strong message that MW what a company is all about. What a company exactly does, who they are aiming themselves towards, why they do what they do, and what seLs them apart from their competitors. A company that has created a strong positioning statement to help their business is Whole Foods. Their statement is "The highest standards weren't available. so we created them". This shows Whole Foods' target audience that they are aiming to provide the best quality when it comes to grocery shopping. The cleanest, freshest, and healthiest ingredientsate promoted and used as a competitive advantage to attract a certain rype ofcustomer into Whole Foods. With WCena. we pride ourselves similarly to Whole Foods by using the eshest. locaL organic ingredients available. With this strategy, we hope to amact customers who enjoy nothing but the highest quality ingrediarts to make the highest quality ofltalian cuisine While also utilizing social media, W and Generation Z are being targeted to help spread brand awareness among the younger generation. Due to who we are targeting and what we are providing, our positioning statement is as follows: \"To provide the highest quality meal; with an enjoyable and authentic atmosphere for avor connoisseurs\". This positioning statement of W Cena was chosen due to the fact that it resonates with our values and our target market. When a customer walks into our restaurant, they should know what they will be provided and how we provide it to them. Having a strong positioning statement. gyms Cena consumers know exactly what we stand for. Theylmow that they will he served the finest wines and the most authentic Italian cuisine. restaurant offers food that is fresh, and its leftovers can still be eaten the following day testing as fresh as the day they were bought. This is because the L'ultima Cena has a group of selected and trusted suppliers within an hour and a half within Baltimore who supplies fresh food every morning. A quality check procedure is in place to ensure the supplies are as fresh as possible. The restaurant provides its customers with fresh organic food with high nutritional value and health benefits. The company has also laid out a competitive strategy of an online order system where customers are delivered food to their homes or offices. By joining online delivery companies such as Doordash, Ubereats, Grab n Go among others, L'ultima Cena has gained a competitive advantage over its competitors. Baltimore being a town known for tourism activities, they have also partnered with local hotels and motels with their menus being on display, and customers mainly tourists would place their orders for favorite food of their choice, and it is delivered to them as Baltimore is popularly known for its tourism activities. Another competitive advantage that L'ultima Cena has over its competitors is the online presence. With the establishment of the new website, customers are able to place their orders online and in order to avoid longer waiting time that affects the restaurant during lunchtime. Customers can gain access to promotional information that is important in promoting sales and giving discount offers to customers.At L'Ultima Cena, our goal is to provide our customers with the highest quality of Italian cuisine. We are doing this byutilizing local farms ofMaryland and Cecil Countyto ensure fresh ingredients for our products are being brought to L'Ultima Cena every day of operation. Giving our customers the best and freshest Italian food is a very high priority for us. As well as our fresh and delicious food, L'Ultima Cena provides a diverse wine selection from around the world. With only one location currently in Baltimore, the goal is to 'lurther expand throughout Maryland. To do this, we plan on utilizing our various social media platforms to attract more publicity, customers, and income. Different social media platforms can be operated slightly differently to capitalize the different demographics of different social medias. We aim to attract a crowd of repeat customers that help add to the fun, positive atmosphere of L'Ultima Cena. In order to achieve these goals, we must emphasize the top tier quality of our food, stay on top of social media activity and trends, utilize food delivery services, and attract new demographics to the restaurant. Events, specials, and new items must be taken advantage of and promoted through an updated website that will draw even more attention to L'Ultima Cena. This also adds to the convenience ofcustomers with an easily navigable website. With a larger goal of expanding into new territories, such as Washington DC, Frederick, and Arlington, we must separate ourselves from compe1itors. With the right pricing techniques and promotion of L'Ulo'ma Cena, we should be able to do that with the outstanding food, drinks, customer service, and atmosphere provided AutoSave O OFF A H ~ C ... MKTG485 Ch09_Implementation $2021(2) Home Insert Draw Design Transitions Animations Slide Show Review View ? Tell me Share Comments Layout Calibri (Body) 12 " AA AD EV E EE EVE Shapes v Rese Paste New B I U ab x x2 AY ~ Aav | ~ A ~ Convert to Picture [A] Text Box Arrange Quick Sensitivity resign Creative Slide Section v SmartArt Styles Ideas Cloud For your Plan: Performance Measures valuation & Control Performance will vary based on the goals and objectives of the marketing plan > Select what is best 12 Steps to Create an Implementation Schedule Customer Metrics Product Pricing Indicators 1. Net Promoter Score (NPS). 1. Profit Margin. 2. Customer Lifetime Value (CLV). 2. Gross Margin 3. Customer Satisfaction Index. 3. Break-Even Point (BEP]. 4. Customer Profitability. 4. Price Elasticity of Demand 5. Customer Retention Rate. (PEOD). 13 6. Customer Churn Rate 5. Contribution Margin For your Plan: Marketing Implementation (Customer Turnover Rate) (Contribution to Sales Ratio). Lay out the details of the 7. Customer Loyalty Index. 6. Margin of Safety. will be executed Basic Types of Marketing KPIs Sales Effectiveness Promotion Efficiency Measures Measures 14 For your Plan: Performance Measures 1. Market share. 2. Revenue Growth Rate . Conversion Rate. Performance will vary based on the goals and of the marketing plan > Select what is beat 2. Bounce Rate. (Sales Growth Rate). Brand Metrics 3. Click-Through Rate (CTR). . Book-to-bill Ratio. 1. Brand Equity, Brand Value. Click to add notes 15 To Do & What's Next... Slide 14 of 15 English (United States Notes Comments + 123% EXI.Appendix (Appendix I, SWOT Analysis) Strengths Weaknesses Fresh local organic ingredients Cocktail menu is basic Extensive collection of global wines . Slow lunchtime varying in price Outdated ticket system Quality customer service No online menu . Healthier than competition o High cost structure S W Opportunities Threats . Offer delivery service O T . Grow customer loyalty Introduce happy hour deals Government Regulations for high to increase sales on weekdays priority food services Increase Yelp/Google reviews Competition offers delivery . Introduce vegan options Competitive happy hour deals Join DoorDash/GrubHub/UberEats Crowded market (big chains to small bistros)HAPPY HOUR SPECIALS L'Ultima Cena 5:00 pm-7:00 pm DRAFT BEERS $1 OFF $5 Hand- HOUSE WINES $5 Crafted Martinis SELECT SPIRITS $6 & Cocktails (Appendix II, Happy Hour Specials for Facebook & Instagram) L'ULTIMA CENA DISCOVER A NEW LEVEL OF TASTE LUNCH SPECIALS 11:30 AM - 3:00 PM (4501 893.4936 Alt Text: Graphical user.. (Appendix III, Lunch Specials)