Marketing Strategy Development for Chinese restaurant chain in the UK

Mr Su, a Chinese restaurant chain with a growing reputation in the UK, has recently launched an upscale flagship branch, Mr Su Vita, near Leeds city centre. Opening on April 20th, the restaurant aims to transcend its core student customer base to attract a broader and more affluent demographic in the upscale environment surrounding the Vita flagship branch.

With proximity to city centre apartments and a reputation for quality Chinese cuisine, this flagship location has the potential to establish Mr Su as a competitive player in Leeds’ premium dining market. To achieve this, an effective and strategic marketing plan is essential.

Project Aim:

This project is aimed at developing a strategic marketing plan to enhance Mr Su Vita's visibility and turnover while aligning with its upscale branding. Your recommendations must be practical, well-researched, and underpinned by relevant marketing and management theories.

InnoMinds' Insights

This project will enable you to apply academic concepts in a real-world context, fostering your ability to analyse market dynamics, develop actionable strategies, and present professional recommendations.

Situational Analysis

• Conduct a market analysis focusing on the Leeds dining market, identifying key trends, opportunities, and challenges for an upscale Chinese restaurant
• Apply SWOT and/or PESTLE analysis to evaluate Mr Su Vita’s internal and external environment

Target Market Analysis

• Define and segment the target audience for Mr Su Vita, considering its transition to an upscale brand
• Utilise segmentation frameworks (e.g., demographic, psychographic, geographic) to identify the primary customer base

Marketing Strategy and Recommendations

• Propose a marketing mix (4Ps or 7Ps) tailored to Mr Su Vita’s upscale branding and target market
  • Product: Unique selling points, menu enhancements, and service differentiation
  • Price: Pricing strategies to reflect the upscale positioning while remaining competitive
  • Place: Distribution strategies (e.g., dine-in focus, online presence, partnerships with delivery platforms)
  • Promotion: Promotional strategies to increase awareness and attract customers (e.g., social media campaigns, influencer partnerships, local collaborations)
• Suggest innovative approaches (e.g., events, customer loyalty programs, cultural experiences) to enhance customer engagement