CAPITAL GRILLE CIGAR DINNER- MARKETING CASE STUDY Your Marketing Team has been hired by the Capital Grille Providence to increase the participation and sales of the four seasonal cigar dinners. Over...

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CAPITAL GRILLE CIGAR DINNER- MARKETING CASE STUDY Your Marketing Team has been hired by the Capital Grille Providence to increase the participation and sales of the four seasonal cigar dinners. Over the last several years the attendance has slowly decline and the management team of Capital Grille PVD is looking to reinvigorate these events with increase attendance and sales. Your team will need to create a detailed marketing plan for the four cigar dinners that will take place from late spring until early fall 2020. Using the information provided in this case study along with additional research you will need to complete the following. Using the information below, the e-textbook for the class and ulearn resources complete the following: a. Create a strategic marketing plan. (40% of grade) i. You will need to create a strategic marketing plan along with marketing materials. ? ii. Your formal plan must be typed out in a professional format that includes but not limited to. 1. Table of contents 2. Executive Summary 3. Introduction 4. Body of work- The Plan: Including a detailed explanation as well as the intended results of the Marketing Mix a. Dates for the four events (explanation of date choices) b. Pricing for the events (explanation on pricing) c. Menu’s for the events i. Food- 4 menu’s (menu items, with descriptive copy and explanation of choice of menu items) ii. Wine- 4 menu’s (wine name and types, with descriptive copy and explanation of wine choices) iii. Cigar- 1 menu is enough (cigar names and type with explanation of cigar choices) d. Cigar partner- 1 partner is enough (rational for this partner and their involvement in the dinner(s) e. Wine partner- 1 partner but four menus’(rational for this partner and their involvement in the dinner(s) 5. Conclusion 6. Work cited b. Create Marketing Materials (40% of grade) i. Your marketing materials must be professional and include examples. Your examples must include but not limited to 1. Traditional flyer (1)- To be used both in the restaurant and cigar shops 2. Social media post(s) (1)- To be used both for the restaurant social media outlets and the cigar shop outlets a. Facebook b. Twitter 3. Capital Grille & Cigar shop website promotion (1) c. Presentation of your Marketing Plan (10% of grade) i. Your team will have 5-10 minutes to “pitch” your plan and present your marketing materials Sample of a Cigar Dinner Menu- You may not duplicate any of the information below The price includes five cigars. Add wine to your meal for $25.00 per person. Price not inclusive of tax or gratuity Capital Grille Analysis The Capital Grille Brand Analysis Parent Company Darden Restaurants. Category Restaurants Sector Food & Beverages Tagline/ Slogan Be wined, dined & dazzled USP Private dining – exclusive experiences The Capital Grille STP (segment, targeting & positioning) Segment Food and beverages for People at a higher economic level Target Group Business and political elite Positioning Upscale steakhouse Capital Grille SWOT Analysis The Capital Grille SWOT Analysis Strengths Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of The Capital Grille. Strengths are: 1. Recognized widely as “America's Most Popular High-End Restaurant,  UrbanSpoon” 2. Highly reputed customer service 3. Offers a complete fine dining – luxury dining experience 4. Focus on Customer Relationship Strategy –  Loyalty programs “The insider” – offers special services to members 5. Exclusive services such as private dining experience Weaknesses Here are the weaknesses in the The Capital Grille SWOT Analysis: 1. Limited Presence  on social media compared to competitors 2.Constraints on Expansion due to company owned model 3. Limited no. of locations in the US – lower than competitors, and no international presence Opportunities Following are the Opportunities in The Capital Grille SWOT Analysis: 1. Increasing focus of customers towards healthy food 2. Expand geographically domestically as well as internationally 3. Improve online customer engagement programs through online social media Threats The threats in the SWOT Analysis of The Capital Grille are as mentioned: 1. Competition from Large franchise players who can afford lower prices due to economies of scale – higher reach 2. Macroeconomic factors – prices of food materials and labour costs rising and economic recession leading to lower customer spends on eating out no fine dining 3. High operational costs can affect the margins significantly The Capital Grille Competition Competitors Below are the top 3 The Capital Grille competitors: 1. DineEquity, Inc. 2. OSI Restaurant Partner 3. Brinker International Capital Grille Cigar Dinner Demographic Information General Cigar User Demographic Information CITATION 1. (Smoking & Tobacco Use, 2019) 2. (MBASkool, 2020) Gender of Cigar Dinner Participants Gender MaleFemale0.990.01 Age of Cigar Dinner Participants Age 21-3031-4041-5050+0.050.10.20.65 4