BUSINESS MARKETING PLAN

BUSINESS MARKETING PLAN OF THE RESTAURANT


“Grab & Go”

SYED HIMANA ABDUL MALIQE (1801150013)

JUSTIN SCOTT ALLRAN (1711050008)
THANAWAT CHAWALICHCHAIYAKUN (112121083)

A GROUP PROJECT SUBMITTED IN PARTIAL FULFILLMENT


OF THE REQUIREMENTS FOR THE GRADUATE SCHOOL 

STAMFORD INTERNATIONAL UNIVERSITY
ACADEMIC YEAR 2018

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CONTENTS
Page
LIST OF FIGURES ……………………………………………………………………….……..ii

CHAPTER 1 : EXECUTIVE SUMMARY…………………………………………………………..1

CHAPTER 2 : SITUATIONAL ANALYSIS ………………………………………………………..2

2.1 Location Analysis……………………………………………………………………………………… 2
2.2 Competitor Analysis…………………………………………………………………………………… 6
2.3 SWOT Analysis………………………………………………………………………………………. 10
2.4 TOWS Analysis………………………………………………………………………………………. 13

CHAPTER 3 : MARKETING STRATEGY…………………………………….…….………….. 15

3.1 Marketing Objectives………………………………………………………………………………… 15
3.2 Marketing Strategies…………………………………………………………………………………. 15
3.3 Segmentation, Target Market and Positioning……………………………………………………….. 16
3.2.1 Segmentation……………………………………………………………………………….. 16
3.2.2 Target Market………………………………………………………………………………. 18
3.2.3 Positioning…………………………………………………………………………………. 18
3.4 Marketing Mix……………………………………………………………………………………….. 21
3.4.1 Product………………………………………………………………………………….….. 21
3.4.2 Place………………………………………………………………………………….……...22
3.4.3 Customer Service……………………………………………………………………….….. 23
3.4.4 Price………………………………………………………………….………………….…..23
3.4.5 Promotion………………………………………………………………………………….. 23

CHAPTER 4 : IMPLEMENTATION & CONTROL …………….…….………………………. 25

4.1 Implementation………………………………………………………………………………………. 25
4.2 Control……………………………………………………………………………………………….. 26

References……………………………………………………………………………………….28

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LIST OF FIGURES

Figure 1.1 Grab & Go Logo 1

Figure 2.1 Competitive Analysis Matrix 9
Figure 2.2 SWOT Analysis Matrix 10
Figure 2.3 TOWS Analysis Matrix 13
Figure 3.1 Perception Map (Inside Chamchuri Square) 19
Figure 3.2 Perception Map (Outside Chamchuri Square) 20
Figure 3.3 Marketing Mix of Grab & Go 21
Figure 4.1 Timeline 25
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CHAPTER 1
EXECUTIVE SUMMARY

Grab&Go is a health food restaurant focused on affordability, health consciousness, and

convenience. The core concept behind the restaurant is that most food that is cheap and fast is generally
quite bad for your health, therefore this restaurant will offer an alternative to those locations and allow
people with a busy lifestyle to also care about their health. The mission of Grab&Go is to promote a
healthy lifestyle through products that are convenient and conducive to healthy living. The target market
will be business professionals with disposable income who are also interested in their health. The location
of Chamchuri Square was chosen because there is a large population of the target market as well as a
population of the secondary market, which are the students.

Grab&Go will be able to compete well within the market. The restaurant will lean on its strengths,
such as affordability and convenience, while trying to minimize the weaknesses and threats, such as
competition and being completely unknown. Grab&Go should thrive because it takes the low prices and
quick service of similar restaurants but adds the component of customization which is lacked by the most
direct competitors but possessed by the secondary competition. Implementation of these ideas, and
pursuing the goal of affordable, fast, and healthy food, will lead to a successful new restaurant.

Figure 1.1. Grab & Go Logo

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CHAPTER 2
SITUATIONAL ANALYSIS

2.1 Location Analysis

Possible Locations: Chamchuri Square, Gateway Ekkamai, All Seasons Place

Preliminary: These locations were chosen for analysis for two main factors. The first factor considered
was the area. Both Chamchuri Square and All Seasons Place are right by the core central business district
of Bangkok. This means that there are a lot of offices in the area. Gateway Ekkamai was chosen because
it is located in a very trendy area already known for similar style restaurants. The people who frequent
these areas is the second factor. Chamchuri is near a large university, on the MRT line, near many shops,
and near offices. This means that there will be university students, people coming and going on the MRT,
people shopping, and office works. All of these are potential clients for the restaurant. All Seasons place is
also located near many offices, and it is also near many embassies. It is also near the BTS line. Therefore
there will be similar people coming to this location, along with more foreigners because of the embassy
workers. Gateway Ekkamai has less offices, but has many shops and restaurants that cater to a similar
clientele to Grab&Go. It is also on the BTS line. It differs from the other two locations by being more
residential than commercial. These places coincide with our potential customers in different ways.
Chamchuri has a large number of office workers and professionals, as well as students. While the students
are not professionals, many of them come from a higher income background, as they would need to in
order to be able to attend the university. All Seasons Place also has the office workers, but there’s
foreigners. These people would be more familiar with the product and also be able to afford it. Gateway
Ekkamai has some offices, but considerably less than the other two locations. However, what it lacks in
office workers it makes up for in health conscious people. There’s a large Japanese expat population in the
area and Japanese people are generally very healthy and would be open to and pre-exposed to a product
such as Grab&Go. There’s also other restaurants with a similar health conscious products in the area, thus
making the area an established location to get such food. So as the profile of our desired potential
customers includes people looking to improve their health, this would be a good location.
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Analysis Factors: The chief factors to look at for deciding the location for Grab&Go will be
Accessibility, Potential Customers, and Competition. These will determine which location has a
competitive edge and would be the most viable location.

Accessibility:
Chamchuri Square
● Chamchuri Square can be accessed by the MRT at Samyan station. This is a heavily trafficked
station because it is near many office buildings, shops, and universities. Chulalongkorn University
is within walking distance to Chamchuri square, so it wouldn’t be inconvenient for students to
come here to get food in between classes, or to get the food on the way to university from the
MRT, as it is situated between the MRT and the university. It is also located on Rama IV, a heavily
used road. So beyond public transportation, there is also the options for people using their own
transportation to visit. One drawback is that the MRT has far lower ridership than the BTS. That
means less traffic coming and going, which isn’t good for product which is taken on the go.

All Seasons Place

● All Seasons Place is within walking distance to Phloen Chit BTS, but is not right at the station.
Chidlom is also near, being a little further than Phloen Chit. The BTS has a high ridership, and
these two stations are between the two most heavily trafficked stations, Siam and Asoke. All
Seasons Place has many shops and offices nearby, attracting many people to the area. It is located
on Wireless road, a major road in the central business district. While there is a lot of movement
along the road, not being very close to the BTS is a drawback for this location. Bangkok is also
very hot, so a walk from the BTS to this location would be inconvenient. And if it isn’t the heat,
the rain during the half of the year that experiences a lot of downpours will also work to deter
potential customers. That means that if Grab&Go were located here, then it would have to rely
solely on people who would already be in the area for work, and not include those passing by.

Gateway Ekkamai
● Gateway Ekkamai is located next to Ekkamai BTS. While not as highly trafficked as Asoke or
Siam, this station still experiences a lot of traffic. Gateway Ekkamai has many shops and
restaurants that people will frequent. It is attached to the BTS, so it is very easy to get to from the
BTS. Many people pass through here to go to work and to return home, as this is a residential
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area. It is also an area popular for going out and nightlife, so people coming for those purposes
will also pass through. Gateway has considerably less office space than Chamchuri and All
Seasons Place though, so there will be less professionals in the area for work, and therefore the
main aspect of our potential customers who will come to this area are those who practice a healthy
lifestyle.

Potential Customers:
Chamchuri Square
● The potential customers from Chamchuri Square represents our potential customers quite well.
Most office workers make a middle class salary, giving them disposable income. The product at
Grab&Go is more expensive than street food, so a greater income is needed to purchase the
product regularly. The university students nearby will also have some disposable income from
their parents or other means. Aside from office workers and university students, there will also be
those transiting through the area and those who are shopping in the area. That means there will be
many potential customers. These customers mostly fit who our potential customers will be. Office
workers have the income needed. Office workers are usually more educated than the average
person as well, and the university students are being educated. There is a correlation with health
and completed education, so they are likely to be attracted to the healthy products of Grab&Go.

All Seasons Place

● All Seasons Place also represents the profile of desired potential customers quite well. All Seasons
Place is located on Wireless Road. This road is located in the Central Business District of
Bangkok, and therefore has many offices. Besides offices, there are the embassies of many
countries. These are all middle class, or in the case of some of the expatriates upper class.
Therefore they possess the income needed to purchase our product. These people are likely to be
educated, and the correlation between completed education and health means that they will more
than likely be interested in the Grab&Go product. Foreigners at the embassies such as the
Japanese and the USA embassy are also likely to be health conscious because of large health
trends in those countries as well as others.

Gateway Ekkamai
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● The potential customers here are very health conscious. Many Japanese expatsriates live in this
area, and being healthy is a trend in Japan. Also, many other healthy restaurants are already
established in the area, thus making the area known for the kind of product Grab&Go will be

offering. Gateway Ekkamai, while heavily trafficked, possesses less of the exact profile of
potential customers of Grab&Go. Grab&Go is built on the premise of healthy food fast. So while
the potential customers at Gateway Ekkamai may be looking for healthy options, there is less of a
degree of urgency or speed, thus making the product less desirable. The customers here are those
coming for a more relaxing restaurant experience, for nightlife, and shopping. While there are
some potential customers that fit the profile of our desired potential customers perfectly, the
quantity is less than the other options. The full amount of customers may be greater because of the
high ridership of the bts and the fact that this is a more residential are, but the business needs to
cater to the 20% that are most likely to use the product, and most of the amount of customers do
not fit within the 20%.

Competition:
Chamchuri Square
● Chamchuri Square has some other restaurants that will directly compete with Grab&Go. One such
restaurant is Jone’s Salad. This restaurant fills a similar niche, offering salads at a low price with
the option to get them to-go. This would directly compete with Grab&Go. Jone’s Salad is also a
chain restaurant, so it is an identifiable brand whereas Grab&Go is not. The competitive edge for
Grab&Go is that it will offer more than just salads, while Jone’s Salad focuses only on salads.
Jones Salad typically has positive reviews. Another competitor will be the low cost food court and
street food vendors. These are the cheap options in the area. For some people, they value price
over health, and therefore will go for the cheaper item. However, this may not affect the people
who would come to Grab&Go, because they are of a higher level of income, meaning they would
not need to go to the food court out of necessity and would have the money to spend at Grab&Go.

All Seasons Place

● All Seasons Place does not have any direct competition with Grab&Go. However, there is plenty
of indirect competition. Just like most major places in Bangkok, there is a food court here, which
can offer good food at cheap prices. This will compete as it is a low cost option for customers.
There are also many Japanese restaurants in the area. Japanese cuisine is known for being healthy.
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Therefore this could compete with Grab&Go. There’s also fast food options like KFC in All
Seasons Place. While this food is not healthy, it is fast, convenient, and cheap. It is also from a
well known and recognized brand. Therefore it could compete with Grab&Go.

Gateway Ekkamai
● Some direct competition to Grab&Go is at Ekkamai. One such restaurant is Khun Churn. This is a
vegetarian restaurant which has good reviews on both tripadvisor and google. However, it is
pricier than Grab&Go and is more of a restaurant than a place to get takeaway food. Another
competitor is Tomato Noodle. Tomato Noodle offers healthy options for japanese dishes, mainly
ramen. This restaurant had mixed reviews from customers, many saying it lacked taste as was too
pricey. Gateway Ekkamai also has the cheap food options such as a food court and street food.
These will compete for those looking for cheap food options.

Conclusion
Gateway Ekkamai appears to be the worst option. It is the worst fit for potential customers and has
a lot direct and indirect competition. Because of this Grab&Go would not be able to thrive. All Seasons
Place and Chamchuri Square both have a large population of the desired potential customers. Chamchuri
has more direct competition, but both locations have competition of some sort. The direct competition,
while a problem, shouldn’t be too big to overcome as the market in this area is quite large, allowing for
more than one restaurant of a similar type to be able to operate. A big problem with All Seasons Place is
its accessibility. It is not located as close to the BTS as Chamchuri Square is to the MRT. Thus Chamchuri
is much more convenient for the everyday person and it will see more foot traffic than All Seasons Place.
The potential clientele is also more varied at Chamchuri, as it is a mix of office workers, shoppers, and
students, instead of just office workers at All Seasons Place. The competition is not overwhelming at
Chamchuri Square, it is a very accessible and highly trafficked location, and it has a large population of
desired potential customers. Chamchuri Square is the best location for Grab&Go.

2.2 Competition Analysis

This analysis will examine the competition Grab&Go will encounter. Some of the competitors are directly
in Chamchuri Square, but there are also some competitors located around vicinity. This analysis will look
at the type of restaurants that are in the area, the food they offer, their prices, their services, as well as
other factors.
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Competitors inside Chamchuri Square: Inside Chamchuri Square there are many restaurants and cafes.
Grab&Go won't be the first heathy food restaurant in the Chamchuri Square but it will be the first the
combines affordability with healthy foods. Upon close examination, seven main competitors have been
identified. Most of these are indirect or secondary competition, but some are direct, primary competition.

1. Jeffer Steak: This establishment is a well-known restaurant chain that provides steak, salad and
drinks. This restaurant will be an alternative restaurant for the people who are looking for cheap
food because Jeffer Steak provides food in the medium to low price range, the same range as
Grab&Go. However, this Jeffer Steak is not highly reviewed. Tripadvisor gives the Jeffer Steak at
Chamchuri Square a three star rating, which is rather middling. The reviews also convey a
mentality of "you get what you pay for", meaning that Jeffer Steak sacrifices on service to deliver
lower prices, something Grab&Go wishes to avoid.

2. MK restaurant: There are many sukiyaki restaurants in Bangkok, one of the most popular being
MK Restaurant. This restaurant provides organic ingredients, above average servings, a big area to
hangout and free re-fills of Chinese tea. MK will attract a big group of consumers or families who
loves hangout and healthy food. While Grab&Go may be smaller and less family friendly, this will
be made up for in price, as MK charges more for their product than Grab&Go will. THere is no
tripadvisor page for the Chamchuri Square branch of MK, but in general the restaurant receives a
four star rating from its guests. Grab&Go should be able to compete with MK because they are
fundamentally different styles of restaurant, even though they both offer healthier options for
food.

3. Jones’ Salad: Jone's salad is a heathy food provider which is similar to Grab&Go because Jones’
Salad provides organic ingredients and healthy drinks. This will be the primary competition of
Grab&Go inside of Chamchuri Square. Because they have a similar product, Grab&Go will try to
attain a competitive edge by undercutting their prices and also providing more selections than

Jone's Salad does. Jone's Salad provides mostly salads, whereas Grab&Go will provide a variety
to healthy food items.

4. Zambrero: The Mexican fusion food and salad wrap restaurants Zambrero provides healthy food
and warps in Mexican style with middle to high prices. This restaurant will not be a big threat for
Grab&Go because most of the consumers in that area are Asian and are not familiar with Mexican
food and sauces. Zambrero also has an area to hangout but they have no healthy drinks to provide
to the customers.
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5. Deli House: Deli House provides steaks and salads that are high priced but they are a 4 star
restaurant which is well-known in that area. If we compare about quality of ingredients Deli
House has high-quality ingredients which are imported from other countrys but Grab&Go chooses
the ingredients that can find in the normal market in Thailand or from organic farms. Because of
local suppliers and a more simplified distribution because it all takes place in Thailand, Grab&Go
can offer cheaper prices to compete with Deli House.

6. Fuji restaurant: Fuji is a Japanese exclusive restaurant which provides sushi, Sashimi and
general Japanese food. Even though the price is high Fuji restaurant is an alternative for healthy
food lovers because they also use fresh ingredients. Grab&Go offers cheaper prices though, and
Grab&Go will also be more convenient.

7. Puff & Pie: Puff & Pie is a salad box mini shop that is convenient in during rush hour. Puff & Pie
also provides healthy food for a medium price. The edge Grab&Go will have against Puff & Pie is
customization. Most of Puff & Pie's snack boxes and other to-go items are premade and no
customizable, whereas Grab&Go will be very customizable, allowing the customer to get
whatever they desire.

Competitors near Chamchuri Square

Even though Grab&Go will be placed in Chamchuri Square ,competitors outside are also to be
considered. Four restaurants have been identified as the main competitors to Grab&Go.

1. Somtam Yumza: Somtam Yumza is a traditional Thai E-san food restaurant which will be one of
the choices for consumers to choose over Grab&Go. The food offered here is traditional Thai/E-
san food, and therefore it will attract the local Thai market. However, it is less convenient than
Grab&Go and it is also not as healthy.

2. Fruits Buffet: Fruits Buffet will be another competitor to Grab&Go. This restaurant offers a wide
variety of fruits for the customer to enjoy. The cost is a little higher than Grab&Go, but both will
be considered healthy and vegetarian friendly. Upon review of their tripadvisor reviews, there are
many complaints about the durian smell from the restaurant. Durian is considered quite repugnant
by many, and this could have a negative affect on the restaurant. Grab&Go will not have such
smell problems.

3. Tappen BKK: Tappen is an exclusively Japanese restaurant with a high price. Even though this is
not heathy food itself this can be an alternative to choose because they also use fresh ingredients
to cook for their customers and they have cooking show for their customers. While this is not the
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same kind of restaurant as Grab&Go it could still draw away potential customers because of the
show and healthy food options.

4. Madame Ong: Madame Ong is a salad roll mini store which is convenient during rush hour. It
has a similar concept to Grab&Go but with less variety. Madame Ong provides only salad rolls
box sets, which customers can’t customize. Grab&Go will allow for customization, which should
give the customer more choice and satisfaction.

Low - Cost Facilities Fast Flexible Service

Grab & Go

Jeffer Steak

MK

Jones’ Salad

Zambrero

Fuji

Deli House

Puff & Pie

Somtum
Yumza

Fruits Buffet

Tappen BKK

Madame Ong

Figure 2.1. Competitive Analysis Matrix

Above is a figure of competition matrix that summarises Grab&Go and its competitors
competition.

The competitors of Grab&Go can be organised into two separate categories; cheap and
convenient, and expensive and dining experience. The ones that are cheap and convenient, such as Jones'
Salad and Puff&Pie, compete very well with Grab&Go in terms of price and speed. However, Grab&Go
has the edge on these establishments because of the ability to customize the customer's order as well as
offer a wider variety of food. While some of the convenience is sacrificed in order to offer customization,
Grab&Go will still be convenient enough to attract customers that are on the go. As for the restaurants
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that are expensive and full dining establishments, they offer the same ability to customize and healthy
options that Grab&Go offers. However, they are much more expensive. That factor alone will turn away a
lot of the desired potential customers of Grab&Go, which would prefer cheaper food even though they
make a more middle class salary. Those other establishments are more like a once a month treat, rather
than a steady food option such a Grab&Go. Grab&Go combines the competitor's strengths while trying to
avoid their weaknesses in order to create a great restaurant. Grab&Go will be convenient and have a large
array of customizable options, all the while remaining affordable.

Most of our competitors included service such as serves and take care of customers experience while they
are eating inside the restaurants, this will have included delivery service as well, that is not the only thing
that makes Grab&Go is a unique restaurant event the other restaurants have the similar things with
Grab&Go but the price is not as low as ours.

2.3 SWOT Analysis

SWOT analysis examines the internal environment. It includes the Strengths, weaknesses,
opportunities and threats of a company. Strengths and weaknesses are internal attributes whereas
opportunities and threats are the external attributes. The figure below shows SWOT analysis
matrix done on Grab & Go restaurant.

STRENGTHS WEAKNESSES
• Healthy food • New
• Convenience • Brand
• Affordable • Interests
• Variety • Staffs



OPPURTUNITIES THREATS
• Lifestyle • Social Media
• Delivery • Branded Competition
• Social Media • Prices
• Expansion • Suppliers

Figure 2.2. SWOT Analysis Matrix

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Strengths

1. Healthy food. Since there isn’t a lot of restaurants that provide healthy meals except for salads,
Grab&Go will create its concept revolving around only healthy food with different product mixes.

2. Convenience. The street food is not healthy, but because of its conveniency, consumers prefer it over
healthy choice. They can get their food fast, finish it and get back to work as soon as they are finished.
Grab & Go will be able to bring up the “conveniency” to another level by providing them healthy food as
well as the food being delivered to them.

3. Affordable. The healthy food will be affordable unlike other places which offers healthy food with
premium price.

4.Variety. Those who are following a fitness regime will not have to worry about their choice of food
because different dishes with different tastes will be available, and all of them will be healthy and clean.

Weaknesses

1. New. Since the restaurant will be new, the customers might not want to try it out.

2. Brand. For the consumers they would prefer the place they usually eat in because they would know the
menu well and the quality of the food provided by the place. Since Grab&Go restaurant is a new entry
with a whole new concept, we can be perceived as a risky choice.

3. Interests. Since not everyone is interested in the healthy food and lifestyle, we might turn away the
customers who prefer “fast food”.

4. Staffs. It will take time for staff to adapt to the situation, menu and service. They will have to learn
about the healthy lifestyle and menu’s well so they will be able to recommend to the customers. They will
also have to be fast in their service. At the beginning, the customers might not feel satisfied with the
service.
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Opportunities

1. Lifestyle. The trend now is the “Healthy Lifestyle”. People are trying to get fit and eat clean, so
Grab&Go will be providing them with the food they can eat while following this lifestyle.

2. Delivery. Since people are not always interested to go out and eat, or they might be busy with their
work, we can provide delivery service so they can still have a choice of healthy food being delivered to
their doors.

3. Social media. Promoting our restaurant on social media pages such as ; facebook, instragram, etc will
make us gain more attention, thus attracts more customers. Also, If the taste of the food we provide
satisfies the consumers, the pictures or reviews will be up on the social media pages which will be
beneficial for us in gaining attention from the consumers.

4. Expansion. If the restaurant succeeds and creates a brand image for itself, we would be able to expand
our business by providing franchises or opening new branches on different locations.

Threats

1.Social media is a threat as well as an opportunity. If it’s good people will post about the food/service on
social media and give good reviews. On the other hand, if they are not satisfied with the food/service they
will be giving negative reviews which will drive away the potential customers.

2. Branded Competition. Since the location will have other restaurants that are well known, they might
recognise our niche and also develop their restaurant to get into the niche.

3. Prices. The sudden increase of suppliers prices on the products or the rent of the place may reduce the
profits being made.

4. Suppliers. If the products are not being delivered on time or not the right quality, the restaurants image
might be tattered.
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2.3 TOWS Analysis
TOWS Analysis helps develop strategies that can be used in the marketing plan. It emphasises the
external environment. The figure below represents TOWS analysis carried out on Grab & Go restaurant.



Internal STRENGTHS(S) WEAKNESSES(W)
Factors S1 : Healthy Food W1 : New
S2 : Convenience W2 : Brand
S3 : Affordable W3 : Interests
External S4 : Variety W4 : Staff
Factors

S/O Strategies W/O Strategies

OPPORTUNITIES(O)
S1.2/O1.2 : Convenient healthy W1.2/O3 : Get recognized by
O1 : Lifestyle
food for healthy lifestyle people
O2 : Delivery
O3 : Social Media S1/O3.4 : Promoting restaurant
O4 : Expansion through social media which will
help with expansion
S/T Strategies W/T Strategies
THREATS(T) S1.S4/T4 : Find secondary W1.2/T1 : Promote restaurant and
T1 : Social Media suppliers gain reviews.
T2 : Branded Competition
T3 : Prices S1.2/T1.2 : Advertising the W2/T2 : Competitive
restaurant benchmarking
T4 : Suppliers
S3.S4/T3 : Develop contracts
Figure 2.3. TOWS Analysis Matrix

From the above TOWS Analysis Matrix, it could be seen that there are strategies that could be
formed for better operation of the company. We can use the strengths to take advantage of the
opportunities as well as taking advantage of the strengths to avoid or mitigate the threats. We can use
opportunities to overcome the weaknesses and also figure out ways to minimize the weaknesses and
threats.

Looking at the S/O strategies, we see that since the lifestyle trend now is being healthy which
comprises of healthy food, fitness, eating clean, etc, we can use our strength which is providing healthy
food to provide consumers who follow this lifestyle (S1.2/O1.2). We can use our concept of providing
only healthy food and promote it on social media and with the help of our consumers who are satisfied
and happy to give us good reviews will help with the expansion of the business because it will create a
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brand image in the consumers mind. Creating an image on the consumers mind will make us a branded
business which will be helpful for us in our expansion(S1/O3.4).

Looking at the S/T strategies, incase the primary suppliers does not deliver fresh vegetables/fruits
or if they are delayed in supplying the products. Not having fresh vegetables/fruits will make our aim to
provide healthy food fail as well as we won’t be able to offer varieties of menu if there is a situation like
this. To tackle this problem, we need to find a secondary supplier and have their information, so that if a
problem occurs with the primary supplier we will have a substitute to have the products delivered to
us(S1.S4/T4). Since the restaurant is not branded, we can promote our restaurant with our concept of
providing healthy food and the convenience of the food either being delivered or take away to create an
image in our consumers mind. Since our branded competitors do not have a large variety of healthy food
like us, we can create a unique position for ourself in our consumers mind(S1.2/T1.2). Since our food
will be affordable and have varieties available, a contract will be made with the suppliers for the pricing
of the vegetables so that they can’t increase the price suddenly which will have an impact on the profits
being made. As for the location rent, there will be a lease signed at the beginning so there won’t be an
issue with the rent until a specific time(S3.4/T3).

Looking at the W/O strategies, we utilise the social media pages to promote our restaurant so that
people can look at the menu’s and understand our concept better so that the consumers will be willing to
try out. Also consumers reviews on the social media pages, will attract more attention, thus giving us a
brand image as well as the restaurant being “new” won’t have an effect on the sales anymore(W1.2/O3).

Last but not least, looking at the W/T strategies, since the restaurant is new and branded the
consumers will think about choosing Grab&Go over other branded restaurants but if we are able to
promote our restaurant through social media and request reviews from our consumers, the restaurant can
slowly emerge as a branded restaurant(W1.2/T1). To be able to be recognised as a brand as soon as
possible, competitive benchmarking will help with the process. Comparing Grab&Go’s performances
with its competitors to have an improvement in performance as understand the food industry better. By
doing benchmarking, we can also be innovative with the upcoming dishes(W2/T2).
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CHAPTER 3
MARKETING STRATEGY

3.1 Marketing Objectives

1. Ensure customers satisfaction through the taste and variety of the food as well as build a long-term
customer base
2. Offering fair priced healthy food varieties
3. To be a branded restaurant in a year
4. To be able to open up another branch in two years time
5. Expand the business to be no.1 fast healthy food provider in Bangkok by 2025.
6. To increase profits up-to 20% in 2020.
7. To increase sales year by year by materialising above objectives

3.2 Marketing Strategies

To be able to reach our objective, there are some strategies we have to undertake.
1. Get listed on restaurant discover platforms because people look into these platforms for
restaurants.
2. Promote the restaurant through paid advertisements in social media sites such as; facebook,
twitter and instagram and other online forums related to food because nowadays people all have
smartphones and internet on them. When they have to find a restaurant of their like they easily
search on them and look at the menu’s itself on the pages to decide whether they want to try out in
this restaurant.
3. Distribute flyers in the selected areas to be known by people who are not connected to social
media but are interested in the type of food we offer. If they were to get the flier, they will learn
the existence of Grab & Go
4. Deal with the negative reviews rather than ignoring them because it might be a problem that the
restaurant must tackle to satisfy the customers needs and wants.
5. Reach out to local food bloggers because many people follow their reviews on food and goes to
the restaurant to try it out. The food bloggers also creates a brand image for the restaurants they
blog about.
 !16
3.3 Segmentation, Targeting and Positioning
3.3.1 Segmentation
Grab & Go will segment the possible consumers it can serve using segmentation strategy.
• Demographic Segmentation
1. Age : 18-35
2. Gender : Both male and Female
3. Occupation : Professional, students, or travellers

• Psychographic Segmentation
1. Lifestyle : Consumers who follows a fitness regime and interested in clean food.
2. Social class : Middle class

• Behavioural Segmentation
1. Benefits : To be healthy
2. Usage rate : Everyday healthy food plan

• Geographic segmentation will be handled my the location analysis.

Grab & Go will focus on the demographic segmentation and Psychographic segmentation because our
restaurant will serve food that will be suitable for consumers who are in that particular segments.

Grab & Go will focus on the demographic segmentation and Psychographic segmentation because our
restaurant will serve food that will be suitable for consumers who are in that particular segments.

After looking at the demographic and psychographic segmentation, it was found that students and
professionals (office workers) were the most desirable of potential markets. Further segmentation of these
markets will help Grab&Go more fully target the customers most likely to frequent the establishment.

Office workers can be broken down as such:

● High Tier- This includes executives, managers, and others at the top of the company structure. The
people in this tier will probably make a high enough income that Grab&Go doesn’t necessarily
appeal to them. They can afford more expensive health food. They also probably have more time
 !17
for breaks as they are at the top of the company, and therefore don’t need food as quick and
convenient as Grab&Go offers, as they can have a longer meal at a more expensive restaurant. The
people in this tier may sometimes visit Grab&Go, but not very often.
● Middle Tier- The middle tier includes most of the average office workers. They are well off salary-
wise and can afford to eat at Grab&Go often. They are likely to be educated and health conscious.
This type of customer would appreciate the price of Grab&Go products, the convenience, and the
choices offered.
● Low Tier- Low tier workers include the lowest paid of office workers, as well as support staff such
as security guards, janitors, and maids. This tier will have some income, but not as much as the
middle tier, and very little of it will be disposable. While these people may be able to eat at the
restaurant a few times, it will be a luxury, and not nearly as much as the middle tier.

Students can be broken down as such:

● Low Income Students- These students come from low income backgrounds. They will not have
much money to spend at a restaurant like Grab&Go, even though it has low prices. These students
may aspire to be healthy, but because of financial restrictions they can not frequent such an
establishment as much as they’d like.
● Working Students- These students are the ones that go to university and also work part-time jobs.
These students will have a little bit more money and will be able to visit Grab&Go. However,
these students will probably be really pressed for time, and may work away from Grab&Go. This
means they may not frequently visit Grab&Go even if they have the desire and means.
● High Income Students- These students come from a wealthier background. They will have extra
money that they can spend. Because of their extra money and lack of a job, they will be able and
willing to eat at Grab&Go frequently. These students will also be able to bring their friends and
family.
● International Students- These are students from foreign backgrounds. Many of these students may
come from areas where healthy food is very trendy. They will also likely have the income to buy
healthy food often. While these students would be very desirable for Grab&Go, the population of
this kind of student will be very low, thus decreasing their value as a possible target market.
 !18
3.3.2 Target Market
Upon segmentation of the market, two market segments are candidates for the target market.
These two segments are middle tier office workers and high income students. Middle tier office workers
have the income to frequent an establishment such as Grab&Go. They would also appreciate the speed
and convenience of the shop. The variety and customization will also be good features for this segment.
High income students are also a good market for Grab&Go. They have the money to frequent the
restaurant. Thai people usually eat in groups, so these students can bring their friends. Both these
segments are likely to be health conscious and have interest in pursuing a healthy lifestyle.
Both of these segments should be the target market of Grab&Go. However, middle tier officer workers
should be the primary market with high income students as the secondary target market. Middle tier office
workers will be more conveniently located to Grab&Go, as many of them may work in Chamchuri
Square. They will also have the freedom and income to frequent the establishment. Workers also
generally have set schedules and form routines, and therefore Grab&Go has the opportunity to become a
part of that routine. High income students will be located farther away at Chula university. They may also
be into more variety and therefore lured by places at Siam. Regardless of those downsides, they have the
money to come, the ability to bring more customers, and a healthy mindset.

Conclusion
Primary Target Market- Middle Tier Office Workers
Secondary Target Market- High Income Students

3.3.3 Positioning
Since the food industry is huge and there are various restaurants out there who are branded and are
potential threat to Grab & Go who has no brand or recognition.

Grab & Go will position itself to be the most convenient Grab&Go healthy food that people will
enjoy without worrying about their diet.

Since none of the restaurants only provide healthy food, Grab&Go will provide the consumers
who are targeted, only healthy food to fit their fitness regime. Not only that, but it will also have delivery
service available to the consumers to make it convenient for them to have healthy food in affordable
prices.
 !19
Below are two perception maps that shows Grab & Go’s position with its competitors in regard to
healthy food and affordable prices inside the venue and outside the venue.

Expensive

Deli House Fuji

MK
Zambero
Jeffer Steak

Jones’ Salad
Junk / Fun Food

Healthy Food
Grab & Go

Puff & Pie

Cheap

Figure 3.1. Perception Map (Inside Chamchuri Square)

 20

Expensive

Tappen BKK

Somtam Yumza
Junk / Fun Food

Healthy Food
Grab & Go

Fruits Buffet

Madame Ong

Cheap

Figure 3.2. Perception Map (Outside Chamchuri Square)

From the figures 3.1 and 3.2, the positioning of Grab & Go regards to its competitors can be seen
clearly. In both the figures, it could be seen that Grab & Go has positioned it self to be the healthiest food
amongst its competitors as well as being affordable. Although Madame Ong and fruits buffet are on the
healthy side and cheaper than Grab & Go, it does not provide varieties or delivery service like Grab &
Go.
 21

3.4 Marketing Mix

To achieve the mentioned objectives, a marketing mix will be created. Grab&Go is a new business
in restaurant chain providing only healthy food to its consumers. Grab&Go’s marketing mix is the
marketing approach towards the healthy food niche market. The marketing mix will present how
Grab&Go will bring forth its brand towards the consumers interest in healthy food regime.

Product

Promotion Place

Marketing
Mix

Customer

Price
Service

Figure 3.3. Marketing Mix of Grab & Go

3.4.1 Product
As a Healthy food restaurant, we will provide product mix of the following lines :
• Salad
• Appetizers
• Food
• Drinks
• Desserts
As the restaurant develops over time we will expand the product mix further.

Grab&Go will be different from its competitors with “Convenient healthy food on the go” theme
which will make the customers have a various healthy food choice and also the food being either take out,
delivered or come in and dine at the restaurant.
 22

Grab&Go will also partner up with food panda, UberEats and Lineman for delivery service. This
service will be used for people outside the building. We also do deliveries to people inside the Chamchuri
building, especially for the offices. Since our target market are the professionals who are health
conscious, they can order from Grab & Go from their offices and the food will be delivered to their desks.

Grab&Go packaging will be simple yet classic. If the food is supposed to be delivered, the food
won’t get cold by the time it’s delivered.

Grab&Go restaurant where people can actually sit and eat will be eco-friendly themed and it will
be a zone where the customers can relax, have their meetings and much more. Since our secondary target
market are the students, these students would prefer sitting in and chatting with their friends or doing
work rather than take out. For consumers who are not in a rush and wants to feel relaxed and chat with
their friends, they will have space to do so with indulging healthy food.

3.4.2 Place
Grab & Go will be located in Chamchuri Square, where it will be easier for our target customers
to access our food and in the part where deliveries can be made in near by places where our target markets
will be located for easy delivery service.

Grab & Go will only provide food with fresh ingredients. Every day will be a new day, fresh start.
Since our target market are those who are health conscious they would expect us to provide them food
with fresh ingredients. To have loyal customer base, we are to meet consumers expectations.

Grab & Go will provide delivery service, which is rare with the other competitors who are on the
healthy food line. This service will be provided because of our target markets occupations. Since our
target markets might be busy with their work and would like to have healthy food delivered because they
will have the option to do so.
 23
3.4.3 Customer Service
Grab & Go will focus on the service it gives to the consumers. Utmost attention will be given to
the consumers needs so that they will be happy. Even if it is creating something that is not on the menu.
This will create a loyal customer base with our target markets who will be vocal to their family/friends/
relatives with referrals.


3.4.4 Price 

Grab & Go will apply the following pricing strategies:

1. Market-oriented pricing strategy

2. Product bundle pricing strategy

3. Psychological pricing strategy

The main pricing strategies of of Grab&Go will be Market-Oriented and Psychological. Market-
Oriented strategy because of the conditions of the market and the competitions that might arise. For
example, changes in the supply and demand of raw products that will be needed for the restaurant might
influence the adjustments in Grab&Go product pricings. Psychological pricing strategy will be used to
gather the customer’s emotional response instead of rational response. This strategy will make the
customers feel that the product is not expensive. For example, a fruit punch could be sold for 49B baht
instead of 50 baht. That reduction in one baht will affect the psychological state of the customer making
them think it’s not expensive. On the other hand, product bundle pricing strategy involves offering a set of
products for discounted price. This strategy will be focusing on our secondary target customers who
usually visits the restaurants with their friends and would order a set instead of individual products.

3.4.5 Promotion

Grab & Go will promote its products and brand through various strategies and tactics to appeal to its
consumers.

1. Advertising

2. Collection point card and discount coupons

3. Student discount

4. Seasonal special menu

5. Membership card 

 24
Grab & Go will advertise its brand and products through social media channels such as; Facebook,
Instagram and Twitter because our target markets often surf on social media channels. We will use this
opportunity to advertise Grab & Go to gain the attention of the potential consumers.

Grab & Go will also be making deals with gyms. The gyms can help us promote the restaurant for
us because our consumers who are into fitness will be visiting these gyms and they will be aware of
healthy food available for them through their gym.

Grab & Go will also provide collection points card to collect points on the drinks and discount
coupons for the meals which will help us make a loyal customer base with our target markets.

Since our location is near Chulalongkorn University and the students are our secondary target
market, to make it affordable for them, we will provide student discounts when they order more than one
dish.

There will be dishes that are available only on some seasons. We will do this to pique the interest
of the consumers for the next season, making them wonder about dishes that will be available for the next
season.

The loyal customers should have a upper hand, which is the membership card. There will be
privileges that are available only for the members. For example, free standard meal of their choice on
their birthday.
 25
CHAPTER 4
IMPLEMENTATION & CONTROL
4.1 Implementation

Figure 4.1. Timeline

We should monitor the progress to stay on track whilst opening the restaurant. We should be wary
of the time and set a deadline and reach the goals by the deadline. In this case, we have planned to open
our restaurant in ten months. To be able to open a restaurant in ten months we will have overlapping
schedule, but if we were to divide the work amongst ourselves, we can be in track.

At the beginning, we should apply for the permit and license to open our company. After applying
for that we can move on to the location analysis since the processing time will take long. The location we
chose is Chamchuri square, but we will have to look for a place in Chamchuri square that will attract the
customers. After we have decided on the place we will have to sign a lease then start working on the
interior and exterior of the restaurant. While the work is being done, we will have to check on the process
of our permit and license as will as looking for a head chef to hire. When we have hired a head chef, have
to start working on the menu and also searching for suppliers for the restaurant. Make contract with the
suppliers. We will also have to look for staffs to hire and then train them well. The training might take 2-3 

 26
months. They will have to be trained to be fast, organised and welcoming. When the staffs are being
trained, Grab&Go should start publicising itself to it’s target customers.
Grab&Go can be publicise itself through various medium. At first we should create a facebook,
instagram and twitter. Since it’s an era of social media, the potential customers will start looking it up. We
will have to contact the fitness centres and ask them to promote us to their users so they will know that
there is a restaurant that provides them with healthy choices. We will also have to contact the food
bloggers. Since many people rely on the reviews of the food bloggers for the food they have tried in the
restaurants, having food bloggers review about Grab & Go will attract potential customers to the
restaurant. Last but not the least, passing the flyers in important areas such as Siam, Chulalongkorn
University, Silom, Sathorn and areas nearby as well as in Chamchuri offices

4.2 Control
Since Grab&Go is a new restaurant without any brand, to establish it, the time should be
controlled well. The timeline should be followed strictly. When the timeline is followed strictly we will be
able to open the restaurant quickly. Also, when following the timeline and we face a problem, we can
solve the problem as soon as possible so that we can open the restaurant on our targeted time. If we don’t
follow the timeline and do things without deadlines, we might lose a lot of time and by then there would
be other restaurants who would have already taken our niche.

Another thing that should be monitored is the hiring and training of the staffs. For the staffs, we
will be hiring a manager, chefs, servers and dishwashers. Since the restaurant will be a startup we cannot
have a lot of staffs. We will be hiring one manager, one chef and a cook, five servers (two for the counter
to take orders for the customers who want to take away the food and other three inside the restaurant to
take orders for the customers who are seated) and one dishwasher. In total we will hire about 9 staffs. If
more is needed, hiring process will be done later. These staffs should express willingness to be flexible in
their duties. The manager should have at least 2-3 years experience in managing a restaurant. The chef
and the cook will be responsible creating the menu. The chef should have at least 2 years of experience
and the cook with a year experience. For the servers, they should be around 23-40 years in age so they are
still active. They should have at least finished high school, so that they will be able to understand the
menu and learn it by heart. The servers must be able to recommend customers dishes of their preference
just by hearing the customers tastes.The servers are really important to a restaurant because their service
 27
is what makes or breaks the restaurant. As for the dishwasher, he/she should have experience with
dishwashing because it should be done fast and clean.

Once the restaurant has been opened and running, we will have to work on achieving our
objectives. To be able to reach our objectives we will have to evaluate our sales number. Since the
restaurant is new, doing it on a monthly basis for first six months will give us a over view of how the
restaurant has been doing the past months. It will also give us a hint on customers interest on the types of
food preferred so the restaurant could make changes according to the preferences. For example,
customers would have preferred to get meal sets rather than individually. If this is the case, then Grab &
Go can provide more set meals so that customers will be satisfied with the menu because of the variation.
We will also evaluate customers response on our restaurant. We will do this by looking at our membership
records, reviews on social media and also a customer satisfaction survey will be done. This will give us
details on how they perceive Grab & Go’s marketing ideas. This will also let us know which target market
(primary or secondary) are more interested on us. It might also provide us a new target market. There will
also be an evolution on competitors response. By looking at the competitors response we can know
whether Grab & Go is going on a successful path or not. If the competitors start adding healthy meals to
their menu’s to attract our potential customers that means Grab & Go is doing a good job in marketing the
business.
 28

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