Diced: Building Brand Awareness, Generating High Sales & Quality Food - Essay Sample

Introduction

Diced marketing plan is aimed at building brand awareness, generating high volumes of sales, offering quality and trustworthy foods, increasing engagement of the brand. The company provides a variety of products suitable for all age groups. It has various foods specifically made for kids and adults. In building brand awareness, Diced has to create new marketing channels, and the company has to use word of mouth. In generating a high volume of sales, there is a need to start offering discounts to customers and having a top product diversification. In all marketing activities involved, there are different strategies used to achieve a higher competitive advantage. In product activities, the company has to increase brand awareness, improve the quality of the products, and diversify the products further. In the pricing activities, the company has to reduce the prices, offer combined rates for the foods and beverages, in distribution activities, the company has to start tracking the shipment of food products and automating the supply chain department. Besides, in promotion activities, the company has to use social media marketing, word of mouth advertisement, and personal selling.

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Diced Marketing Plan

The Internal Environment

Diced is a restaurant found in Miami. In Miami, there is a growing competition of restaurants because of an increase in the number of restaurants. Diced marketing plan is aimed at building brand awareness, generating high volumes of sales, offering quality and trustworthy foods, increasing engagement of the brand. To achieve the goals, the company has used various channels in marketing its products to the customers. It has used social media and the internet to increase awareness of the services offered by the company. Also, the generation of a high volume of sales is achieved by providing all foods at lower prices as compared to the competing restaurants in Miami.

The mission of the company is offering customers food they can trust. The company offers fresh salads, wraps, and bowls to its customers (Diced, 2019). The goals are consistent with the mission of the company because they are aimed towards providing quality foods to the customers in the market. The company offers quality ingredients such as forbidden rice to increase the revenues from business activities.

Pricing

The pricing structure of the products offered by the company is friendly. The foods offered, ranging from wraps, bowls, and salads, are sold at lower prices (Diced, 2019). The prices of the various product lines make it easy for the company to compete in the market.

Products

The product offered by the company includes foods, drinks, and a menu created for the kids. The product lines are healthy, and most of them have zero calories(Diced, 2019). The company aims at offering quality foods to the customers and healthier dishes to maintain its competitive advantage.

Distribution

The company has many distribution channels making the menu ingredients faster to access. The current demand of hotel food in Miami made the company improve its access to products through the reliable chain of distribution.

Promotion

The company uses various channels to promote its products. Diced uses social media channels such as Facebook, Instagram, and Twitter to improve itself in the market. From all the elements of the strategies used by the company, pricing is performing better because the customers access quality foods at reasonable prices.

In Miami, the company has Kendall, Pembroke Pines, West Miami, Doral, and Pinecrest. All the branches have a high sales volume. However, in terms of marketing share, the company is placed lower because there are many existing restaurants in Miami. The profitability of the company is not high as compared to other big companies in Miami, such as Baccarat boutique B, Ember, Estefan Kitchen, Harry's Pizzeria, and MC kitchen. In terms of awareness, Diced is not known as compared to the other competitors in the market. However, using the current social media plan, the recognition of the company is high. The performance of the companies in the industry has been improving, leading to better revenues from all the business activities taking place, using flawed strategies in the market lead to lower performance of the company in the market because there exist many restaurants.

Financially, the company has the necessary resources to keep its goals in line. The company has many workers in different departments who assist in meeting all the day-to-day goals. Additionally, the relationship between the company and the suppliers is better, making it easy to access the raw materials needed for all operations. With the growth in the market, the company is expected to have more available resources necessary for expansion.

The company is aimed at helping all the customers gain quality products. The management of the company puts more emphasis on short-term goals because they assist in meeting daily operations. Diced has embraced changes in the menu ingredients to satisfy customers with quality products. There is higher employee satisfaction and morale in the company because the employees are provided with a balance between work and life. The culture of the company is supportive of the current marketing plan established in the company.

The Customer Environment

Customers

The company offers a variety of products suitable for all age groups. It has various foods specifically made for kids and adults. The meals provided are healthy, making it easy for the company satisfies the long list of customers in the current market.

The products offered by the company are connected to customer needs because they are healthy. Also, the foods are quality with zero calories, making them more robust for the kids and the adults. There is a large selection of foods offered, making it easy for the customers to have choices on the products to consume. The products used in the company are sourced from different suppliers to reach the end customers on time.

The products can be accessed from all the restaurants in the company. There are six restaurants found in different locations such as Kendall, Pembroke Pines, West Miami, Doral, and Pinecrest. The company is a stone-based retailer, and it deals with a variety of items. The customers take opportunities brought by the promotional campaigns to aces the foods and drinks offered in the company. There are more sales during specific times and seasons, leading to the higher success of the company in the market.

The customers in the market select the firm's product because they have higher quality as compared to other products in the market. The firm offers healthy ingredients to make the different foods offered in the market.

The External Environment

Competition

There are many competitors in Miami, especially in the restaurant business. Baccarat boutique B, Ember, Estefan Kitchen, Harry's Pizzeria, and MC kitchen are the top competitors of Diced in the Miami area. The top competitors of the company have a large customer base due to the active marketing campaigns and proper brand names.

Economic Growth and Stability

Miami's economy is good because the locality has attracted many businesses. The influx of people to the urban areas in Miami made it possible for most companies to gain profits from their operations. The economic conditions in the market make it easy for the establishment of restaurants to benefit from the population in the city.

Political Trends

Miami is a peaceful locality making the business activities within the city safe. There are no strict regulations established in the town, making the business operations possible. There are no political issues within the locality, making the area safe for business activities.

Legal and Regulatory Issues

Within the area, legal issues from the federal government affect the firm's ability to operate freely. The federal government uses licensing as a way of offering permits to most businesses within the area.

Technological Advancement

In offering the services and products, technology is used to provide quality services to the customers. The cooking time is reduced, making it easy for customers to access their orders on time using sophisticated equipment. Also, there is the use of an electric ordering system, making it easy for customers to order food at their convenience.

Social-Cultural Trends

The consumers in Miami have consistent consumption patterns. Most people living in the city are young, making sales of the company high. The patterns of consumption make it easy for restaurants in Miami to have ore sales during the weekends. Also, there are many festivals hosted in Miami, making hotels in the city benefit from the influx of clients. The firm faces ethical problems while operating in the market.

SWOT

Strengths

The company offers quality and trustworthy food to the customers. Also, the company provides products at lower prices. All the foods offered have health benefits because most of them have zero calories.

Weaknesses

The company has not ventured into e-commerce services to capitalize on online customers in the market. Also, the company has not ventured in a lot of product diversification, making the scope of selection of the products limited.

Opportunities

Various opportunities are existing in the market that assists the organization to succeed. Some of the possibilities include the growth of e-commerce. A general increase in demand because of the increased population in the city can also be another opportunity for the company. There are no many restaurants in most locations of the facilities, making it easy for the company to capitalize on the customers. Most people in the city are also looking for experience and new things to try. The drive to consuming new things would make the consumption of the foods easier for the restaurant.

Threats

There are many restaurants open within Miami. The competition in the region is high, and the labor cost may be elevated within the urban area. The competitors in the market have already established their positions, making it easy for them to compete successfully.

SWOT Matrix

Strengths

• offers quality and trustworthy food
• low prices
• zero calorie foods

Weaknesses

• No e-commerce services
• No product diversification

Opportunities

• growth of e-commerce
• general growth in the market
• no many restaurants in most locations
• the desire for new experiences and things to try

Threats

• many restaurants in the area
• high competition
• The labor cost is high
• The competitors in the market are strong

Developing Competitive Advantage

Growth in the current market can be quickly established by offering quality and trustworthy foods. Also, growth in the market can be tranquil when there is a continuous development of the e-commerce business (Deepak &Jeyakumar, 2019). To develop a competitive advantage, the company has to offer lower prices and zero-calorie foods to all the customers to improve their well-being. Offering zero-calorie food acts as a competitive advantage for the company in the market because most customers are attracted to lower prices.

The firm can convert the weaknesses to strengths through more financial resource availability. Most of the shortcomings faced by the company are not consistent, and they bring discomfort leading to more threats in the market. The company is not limited because all the foods offered to satisfy the ethical concerns existing in the market. Most of the problems related to production are easily solved by incorporating teamwork(Deepak &Jeyakumar, 2019). Adding more financial resources assists in increasing product diversification, and it helps in making the company engage in e-commerce businesses.

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