[XXX] is the largest Restaurant Equipment Supplier that sell [Catering Equipment, Cooking Equipment, Ovens, Food Holding and Warming Equipment, Food Preparation, Beverage Equipment] to the end consumers. And they sell it online on their website and in their local store. They are planning to market and promote their products on social media such as Instagram, Twitter, Snapchat, Foursquare, …. etc.

QUESTION

[XXX] is the largest Restaurant Equipment Supplier that sell [Catering Equipment, Cooking Equipment, Ovens, Food Holding and Warming Equipment, Food Preparation, Beverage Equipment] to the end consumers. And they sell it online on their website and in their local store.

They are planning to market and promote their products on social media such as Instagram, Twitter, Snapchat, Foursquare, …. etc.

The goal is to assess where [XXX] is, in terms of their social media use and activities, while providing a sense of what you [As social media marketer] could do for them to develop their Social Media Marketing Plan [SMMP].

Assignments will involve creating accounts on popular social media platforms like Twitter, Instagram, Snapchat.

For this part of the assignment, you need to write a report that describe the following aspects of the business.

1. Brief overview [Brand Summary & Social Media Accounts]

▪ Find creative store/business name [Doesn’t exist].

▪ Create proper social media accounts [such as Twitter, Instagram and Snapchat].

▪ Describe the industry and company.

▪ Explain the competitive advantage.

▪ What do you want to achieve with social media?

▪ Describe how social media marketing can contribute.

2. Audit your social media platforms performance

▪ After creating your social media accounts, share it with your colleagues.

▪ All students are required to participate/engage [likes, comments, tags or share].

▪ Social media marketing statistics will give you the vision you need to improve your

plan, check your account’s statistics [ex: Twitter analytics, Instagram Insights] and

attach a screenshot to your report.

▪ After that, you must analyze the company’s use of the social media by examining

their presence on the following social media platforms:

Metric Sentiment Reach

Company

Posts

Feedback

Average response

time to feedback

Platform 1

Platform 2

Platform 3

Note: you can use any free online Sentiment Analysis tools to evaluate your social media

presence.

3. SWOT and Competitive Analysis:

▪ Conduct a social media SWOT analysis for your business.

▪ Research what your competitors are doing. Select 3 competitors and write the

Competitive Analysis section of your SMMP. For each competitor answer the

following questions:

▪ What type of content are they posting? And social media platforms used?

▪ What content is getting the highest engagement [e.g. retweet, likes, comments]?

▪ How many followers do they have?

▪ How often do they post [daily, weekly or monthly]?

Note: You can use any free online third-party platform for further analysis.

4. Define your social media marketing goals

▪ Based on the finding from your social media audit, write the goals and strategies

section of your SMMP.

5. Target Market

▪ Research to determine the target audience of the business.

▪ Develop a persona for social media by interviewing 3 members of your target audience.

▪ Identify the suitable social media platform based on the target audience [at least 4 platforms].

6. Implementation [Content Ideas]

For each social media platform [based on the previous selection]:

▪ Determine the purpose/goal

▪ Ideal time for Posting

▪ What types of content will help you driving people to your website and local store?

▪ In detail, develop actionable social media tactics to implement each of the social media platforms.

▪ Regarding influencer marketing strategy, select 3 influencers and evaluate the following:

▪ The influencers you will employ and why you selected them

▪ Social media platforms they are using

▪ The nature of their followers

▪ The media and messages you will ask your influencers to promote

7. Evaluation and Measuring

▪ Choose four metrics to measure the success of your social media campaign? [Explain].

▪ How do you know if your social media activities are effective?

8. Conclusion:

▪ Conclude your report.

9. Reference list

▪ List all the sources you have used in the process of researching your work.

ANSWER

Brief Overview

Brand Summary & Social Media Accounts

The brand name selected for the restaurant equipment supplier is “KitchenEssentials”. As part of their social media marketing plan, KitchenEssentials has created social media accounts on popular platforms such as Twitter, Instagram, and Snapchat. These accounts are as follows:

Twitter: @KitchenEssentials

Instagram: @KitchenEssentials

Snapchat: @KitchenEssentials

Industry and Company Description

KitchenEssentials operates in the competitive restaurant equipment industry, catering to the needs of end consumers (Nail et al., 2022). Their product range encompasses various categories, including catering equipment, cooking equipment, ovens, food holding and warming equipment, food preparation, and beverage equipment. With a strong emphasis on quality and customer satisfaction, KitchenEssentials aims to provide high-quality equipment and exceptional service to restaurant owners and foodservice professionals.

Competitive Advantage

KitchenEssentials possesses several competitive advantages that distinguish them from their competitors. These advantages include:

Extensive Product Range: KitchenEssentials boasts a comprehensive selection of restaurant equipment, spanning multiple categories necessary for foodservice operations. This wide array of options allows customers to find all their equipment requirements in one convenient location, saving them time and effort.

Online and Local Store Presence: KitchenEssentials understands the importance of meeting customers’ preferences. By offering their products both online and in their local store, they provide convenience and flexibility to their customer base. Whether customers prefer browsing and purchasing equipment online or prefer a hands-on experience in a physical store, KitchenEssentials caters to both options.

Emphasis on Quality and Reliability: KitchenEssentials places a strong emphasis on the quality and reliability of their products. They collaborate with trusted manufacturers and brands, ensuring that customers receive durable and efficient equipment that meets industry standards. By prioritizing the longevity and efficiency of their products, KitchenEssentials builds trust and loyalty with their customers.

Goals with Social Media

KitchenEssentials has established several goals to achieve through their social media marketing efforts:

Increasing Brand Awareness: KitchenEssentials recognizes the power of social media platforms in reaching a broader audience and building brand recognition. Through strategic and engaging content, they aim to enhance their visibility among potential customers, ensuring they become familiar with the products and services offered by KitchenEssentials.

Driving Website and Store Traffic: One of the primary objectives of KitchenEssentials’ social media marketing plan is to direct traffic to both their online website and physical store. By strategically promoting their products and highlighting exclusive offers or discounts, they intend to generate interest and entice customers to visit their website or local store for purchases.

Customer Engagement and Interaction: KitchenEssentials believes in the value of fostering strong relationships with their customers. Social media provides an ideal platform for two-way communication, allowing the company to engage with customers, address their queries, and receive feedback. By actively responding to customer inquiries and comments, KitchenEssentials aims to build trust and loyalty among their audience.

Describe how social media marketing can contribute

Social media marketing plays a crucial role in enhancing KitchenEssentials’ overall marketing strategy. It contributes to the following aspects:

Expanded Reach and Audience Engagement: By leveraging social media platforms, KitchenEssentials can reach a wider audience beyond their local store’s geographical limitations (Sreejith & Mr, 2023). Social media provides an opportunity to engage with potential customers, showcase their products, and establish a brand presence that extends beyond traditional marketing channels.

Brand Building and Awareness: Social media platforms enable KitchenEssentials to create a cohesive brand identity and voice. They can establish brand awareness through consistent messaging, visually appealing content, and storytelling, making their name recognizable among target customers and industry professionals.

Customer Relationship Management: Social media acts as a direct line of communication between KitchenEssentials and their customers (Guha et al., 2017). By promptly responding to inquiries, addressing concerns, and providing valuable information, the company can nurture strong relationships, build trust, and enhance customer loyalty.

Promotion and Sales: Social media platforms allow KitchenEssentials to showcase their products, share promotions, and exclusive offers directly with their audience. By strategically crafting content and leveraging persuasive techniques, they can drive traffic to their website and local store, leading to increased sales and revenue.

Market Research and Insights: Social media provides valuable data and insights into customer preferences, interests, and behavior. By analyzing engagement metrics, customer feedback, and trends, KitchenEssentials can gain a deeper understanding of their target audience, refine their marketing strategies, and tailor their product offerings accordingly.

Conclusion

In conclusion, social media marketing is instrumental in achieving KitchenEssentials’ marketing objectives. It empowers them to expand their reach, build brand awareness, engage with customers, promote their products, and gather valuable insights. By harnessing the potential of various social media platforms, KitchenEssentials can establish a strong online presence, solidify their competitive position, and drive both online and offline business growth.

References

Guha, S., Harrigan, P., & Soutar, G. N. (2017). Linking social media to customer relationship management (CRM): a qualitative study on SMEs. Journal of Small Business and Entrepreneurship, 30(3), 193–214. https://doi.org/10.1080/08276331.2017.1399628 

Sreejith, L. P., & Mr, S. R. P. (2023). Transformations in Management ISBN Book. ResearchGate. https://www.researchgate.net/publication/371509266_Transformations_in_Management_ISBN_Book 

Nail, N. A., Mohammed, N., Abdul, M., & Qoura, A. (2022). “The Impact of Technical Aspects of Kitchen Equipment Selection on the Occupational Safety of Hotel Sector. . . ResearchGate. https://www.researchgate.net/publication/359789459_The_Impact_of_Technical_Aspects_of_Kitchen_Equipment_Selection_on_the_Occupational_Safety_of_Hotel_Sector_Employees