Step( guideline)

1. Add value and be feasible.

2. Undergo market analysis and financial analysis to convince the reader it can work.

3. Be concrete, and get to the specifics of implementation (i.e., The How).

4. It has to be insightful—so much so that the CEO feels like you understand her situation.

5. Increase either revenues or profits significantly if correctly implemented.

6. Impress the CEO who feels like you are adding value to the business. Let us know CEO comments. 

Yang's Braised Chicken Rice was founded by Yang Xiaolu and opened its first restaurant in Jinan, Shandong Province, China in 2011, and has opened more than 6,000 specialty stores in China, Australia, Japan and Singapore. The brand's innovative single menu is rooted in tradition and has developed a loyal international fan base. With its recent expansion in the United States, Yang's is expected to continue to grow to share its stewed chicken rice with the world.

The significance of marketing plan assists in incorporating marketing strategies in developing marketing performance to deal with any kind of external or internal situations. Through the aid of adequate this study , the company of Yang's Braised Chicken Rice is capable of delivering sufficient food services depending on the requirements of consumers. The purpose of the marketing plan is to analyze the situational and competitive analysis during managing business-related aspects and marketing strategies and make an one-year marketing plan for the company. The marketing plan also helps in identifying the target market segments and market planning process due to which business performance can be organized properly which helps the company achieve income growth.. Yang's Braised Chicken Rice was founded by Yang Xiaolu and opened its first restaurant in Jinan, Shandong Province, China in 2011, and has opened more than 6,000 specialty stores in China, Australia, Japan and Singapore. The brand's innovative single menu is rooted in tradition and has developed a loyal international fan base. With its recent expansion in the United States, Yang's is expected to continue to grow to share its stewed chicken rice with the world.

PESTLE analysis

Table 1: PESTLE analysis

(Source: As influenced by Dowell and Muthulingam, 2017)

Analysis

Political

The political environment of the USA is stable that controls the national and global policies due to which the company of Yang's Braised Chicken Rice can maintain its business aspects. It can be beneficial for this company by developing the workplace atmosphere by following effective rules and policies.

Economical

Economic conditions are stable in the USA through which the company of Yang's Braised Chicken Rice can easily integrate their marketing strategies to increase their revenue growth. It can help in improving their productivity and set the values of their products depending on the customer requirements.

Social

Social factors of this country can influence this company by developing the quality of their food products which can lead to healthier lifestyles for consumers of this company. Therefore, the management of this company can identify the requirements of its consumers and improve the food production process to satisfy their consumers with their services.

Technological

Technological advancement process helps the industry of Yang's Braised Chicken Rice to increase work efficiency and deliver accurate results depending on the needs. It can help in engaging more consumers that can provide a favorable impact on the progression of this company.

Legal

Through the aid of the Food Safety Modernization Act of 2010 (c.301), the company is expected to analyze the quality of their food products. Therefore, the customer satisfaction process can be appropriately maintained by providing reliable customer services. Moreover, utilizing The Civil Rights Act of 1964 (c.88-352), the management of Yang's Braised Chicken Rice can secure the rights of each member of their workplace. It can help in motivating them, and they can effectively operate their tasks to deal with any kind of situation.

Environmental

Using The National Environmental Policy Act of 1970, the food industry can quickly analyze the environmental factors and take appropriate steps in organizing the positive environment within this business. It can be beneficial for this company in providing adequate services towards consumers to manage the client engagement process.

internal analysis

The competitors of Yang's Braised Chicken Rice are all the restaurants in Rowland Height,but the main competitors are those fast food Chinese restaurants.Two typical restaurants will be listed below.

Compared with Lanzhou Ramen and Taiwan poke rice,the food products of Yang’s are too simple and it lacks skilled workers(all of the waiters are part-time students of universities). What’s more Yang’s needs to absorb the promotion experience from the other two restaurants.

SWOT analysis

Table 2: SWOT analysis

(Source: As influenced by Sarathe et al. 2018)

Analysis

Strengths

The food industry of Yang's Braised Chicken Rice provides efficient services such as unique selling products, customer delivery and various others in fulfilling the demands of consumers (Ymyusa.com, 2019). In this company, the price of commodities is lesser than its competitors who can provide a competitive advantage in this competitive market. Yang’s average price for each person is 20% lower than the other two typical competitors.

Weaknesses

Lack of proper supply chain management, the company has failed to perform professional activities which reduce the competitive nature of this company.Lack of skilled waiters who are all college students will also minimize reputation and also decrease the work efficiency of this company. On the other hand, due to lack of promotion strategy, Yang's Braised Chicken Rice would fail to compete with other popular restaurants in the Rowland Heights.What’s more, simple food products will also cause Yang’s to lose opportunities of attracting more customers.

Opportunities

The company of Yang's Braised Chicken Rice is required to provide more kinds of food such as mushroom and tofu which can increase the quality of food to attract more customers from our target market. The promotion strategy can be really helpful to Yang’s and fascinate more customers because currently they only brand themselves on social media which faces a limited amount of customers, which means there is a great space for them to develop in promotion.Cooperate with other companies near Rowland Height is also a chance to expand the market of Yang’s.Yang’s can provide lunch for them and deliver the food there after they ordered,and the companies can also enjoy some discount if they order a large quantity.

Threats

New entrants create risks for the food industry of Yang's Braised Chicken Rice as their competitors as shown in the table provide more quality foods towards their customers. It can majorly affect the growth of their association. Moreover, intense competition from its competitors such as Lanzhou Ramen, Taiwan braised pork rice which can provide the opportunity to develop the performance structure and uniqueness of their food products.

The significance of marketing plan helps in providing accurate information about marketing objectives due to which goals of Yang's Braised Chicken Rice can be appropriately analyzed. Moreover, an effective marketing plan also helps in identifying the target markets and target audience to improve competitive nature within this competitive world. Marketing mix of this company has been appropriately analyzed to understand the marketing factors regarding the situation in this modern world.

· To provide delicious foods and increase customer services to satisfy customers in Rowland Heights location

· To Expand current market and attract new customers

· To increase appearance rate in front of existing customer

· To increase annual operating income by 15% in the year of 2022.

In order to meet the objectives, the higher management of Yang's Braised Chicken Rice is expected to guide their workers to understand the requirements of their customers. Thus, they can provide various kinds of food to enhance the choices of their food products which can influence customers to take their services frequently. According to Kshetri (2018), supply chain management is required to be incorporated within the company of Yang's Braised Chicken Rice to maintain the structure of their business association. It can be helpful for this company by performing their tasks in a coordinated manner to meet the goals of their business.

Target markets are an essential part of a marketing plan through which the company of Yang's Braised Chicken Rice can take appropriate steps in fulfilling the requirements of their target audience. The target audiences of this company 90% are Asian Customers, they are composed by asian residents and workers around Rowland Height and Chinese tourists who visit LA. The remaining 10% part is international customers such as Americans, Mexicans, Europeans. As followed by Paddison and Biggins (2017), in order to satisfy different kinds of customers’ needs, the company has increased the quality of their foods by integrating secret flavors. Moreover, using Limited liability Partnership, the company can develop the performance structure of their association due to which customer engagement can be maintained properly (Ymyusa.com, 2019).

The company of Yang's Braised Chicken Rice is required to develop its customer dine-in and delivery process to improve the performance rate in this business (Ymyusa.com, 2019). It can help in organizing the marketing activities which can influence the customer engagement process. From the study of Baker et al. (2017), through the aid of a penetration pricing strategy, the cost dynamic nature regarding food products can be managed that can improve the quality of services. It can be beneficial for the competitive market of this company that can enhance the quality of services and give fierce competition towards competitors.

A marketing mix helps in determining the suitability of customer services and products depending on the target audiences that influence the customer engagement process. The company of Yang's Braised Chicken Rice follows the 4Ps of the marketing mix through which productivity and promotional activities can be organized. As influenced by Dadzie et al. (2017), through the aid of 4Ps of the marketing mix that our group has recommended, higher management of this company can improve the quality and effectiveness of their workplace by fulfilling the requirements of their clients. It can be beneficial for this food industry due to which service providers can enhance their competitive nature in this competitive market.

Figure 1: 4Ps of Marketing Mix

(Source: by Garg et al. 2016)

Product

Yang's Braised Chicken Rice is required to provide delicious food to manage the requirements for customer standards. In China, there are not only braised Chicken, but also braised pork, braised beef and braised tofu on the menu. Therefore, different kinds of food, such as braised tofu and braised mushroom could be added to the menu because now the restaurant only sells braised chicken rice. As influenced by Sentana et al. (2017), the profitability measurement can be arranged within this food industry that can be beneficial for the competitive nature of this company. Moreover, using product development strategy, the company of Yang's Braised Chicken Rice can develop the improvement process which can provide a favorable impact on the sustainable growth for this association.

Promotion

The higher management of Yang's Braised Chicken Rice now mainly uses social media channels such as Facebook and WeChat to promote their food industry by providing accurate information about their services (Ymyusa.com, 2019). In order to improve sales,our group has recommended several promotions to help the company.Yang's Braised Chicken Rice can provide free milk tea and stamp cards to motivate customers that they can attend in this food industry by taking services. According to Kim et al. (2016), it can help in increasing the growth rate of customers which can provide a favorable impact on competitive advantage. Moreover, cooperating with Chinese students Union to have better propaganda for their company,which will attract more University students. Finally,Yang's Braised Chicken Rice can provide discounted lunch for the companies to win more profits and market shares.

Place

Place is one of the main factors of marketing mix due to which the company of Yang's Braised Chicken Rice has situated in the accessible location of Rowland Height. In this place, the strengths of consumers can be increased during the phase of holiday weeks. Therefore, higher management can take adequate measures to understand the needs of clients and provide that kind of services to accomplish their needs. As opined by Pomering (2017), it can be beneficial for this company in this competitive world. Moreover, during summer vacations, customer strengths have decreased adequately. Therefore,our group recommends the higher management of Yang's Braised Chicken Rice to provide stamp cards and free milk tea to motivate their consumers. It would be helpful for this company in performing business operations in a coordinated manner.

Price

The company of Yang's Braised Chicken Rice follows the Penetration pricing strategy to set the cost of their products to increase motivation for clients. The current price is $9.9. Moreover, this company is expected to follow segmentation and technological advancement strategies to develop workplace efficiency to provide a better result. In the words of Payangan et al. (2017), it can help in increasing the effectiveness of their workplace and also help in increasing the revenue rate for this association. In this company, the supervisor can guide their team members to reduce the cost of their products according to the accessibility of customers.

Implementation and Control

Yang’s Braised Chicken Rice has four goals for this 12 month period, which are increasing consumer’s satisfaction, expanding the current market and attracting new customers, increasing appearance rate in front of existing customers and ultimately, increasing annual operating income by 5%. In order to achieve all the goals, an implementation plan is created to split each magnificent strategy into feasible steps, assigning each step to reachable people. Those people will be responsible for monitoring the processes and ensuring the success of those steps until they are completed.

To increase consumer’s satisfaction

First objective Yang’s Braised Chicken Rice is trying to reach is to increase the satisfaction of consumers. Yang is currently rated as 4 star out of 5 according to yelp, which is already satisfied to a fast food restaurant, for similar chicken fast food restaurants like KFC and McDonald’s and competitors usually only get 3-3.5 stars out of 5. However, the manager of Yang’s still sees there is room for improvement, and has strong confidence in the increased customer rating. Large number of people dine in or order for delivery at Yang, but there only a few people willing to leave comments after the meal, which makes things more complicated to find a clue or a direction for improvement. In this case, an incentive which gives out 1 dollar off coupon by leaving a sincere feedback for Yang’s can be carried out, along with leaving an valid email address for redemption.

When the cashier is taking the orders, addressing this feedback for coupon incentive immediately to ensure every customer is noticed of this promotion, and asking for a valid email address to receive coupon code. Attends will approach customers before they leave the restaurant, and they are responsible for summing up key points on feedback and reporting them to the manager. All email addresses which are collected will be used to achieve another business goal, which will be stated on the next page.

To expand current market and attract new customers

Young people live with social media. Although it is not distinct, low season of Yang’s is in summer. An incentive will be released in July and August which requires customers to get 15 thumbs-up for a post on a social media account about Yang’s braised Chicken in exchange of one free milk tea for a friend and themselves for next time visit. Social media managers and attendants will all refer this promotion to customers either by emails, social media posts or in person.

Different from situations in Chinese where less people pick up specific eating habits, 7% and 8% of people in the age group of 18-29 and 30-49 of the US population are vegetarian (Figure 2). However, Yang’s is famous for a single dish menu, secret recipe braised chicken, so that one of concern of customers is that they are leaking vegetarian options. More vegetable dishes, like Braised Mushroom and Braised Tofu can be released for attracting new customers. Chefs are responsible for improvement on the part of dishes and alter recipes for new ingredients, and attendants are taking the jobs to follow up for collecting customers’ feedback on new dishes.

Figure 2: vegan or vegetarian in the United States by age group

(Source: Adapted from Statista 2018)

To increase appearance rate in front of existing customer

Although Yang’s has social media accounts like Facebook page, Wechat official account and Instagram account, it requires customers to subscribe before they have a chance to browse posts. Current subscriber rate is not as high as expected. One of the possible reasons is customers are not informed with them. When customers are taking the orders, servers can simply inform them those social media accounts, and show them QR code. Even if they subscribed, they have high possibility to block Yang’s or miss the messages which they post on social media. Except for posting activities on social media constantly and getting in touch with customers, Yang’s will be more in advantage if it sends email to each individual directly after getting an email list from them. Because initially those email addresses are collected for coupons, they are highly likely valid. Employee who is managing social media accounts also taking the job of managing emails with contents of promotions, festivals or holiday reminders. After sale service can also be provided through email. By these ways, appearance rate will be increased. After putting those actions into force, a survey can be conducted to investigate what makes them to pay this visit to see which method is most effective. However, appearance rate by social