Marketing plan: A case study of Pizza King Restaurant

It is widely recognized and acknowledged that marketing plan is an integral aspect of a business. This thesis was written to develop a practical marketing plan for Pizza King, a fast food restaurant. The aim of this study is to formulate a well-structured digital marketing plan for Pizza King Restaurant to expand its reach to global audience. The theoretical part of this research is based on the fundamental concepts of digital marketing. SOSTAC planning framework is the foundation of this study. To accomplish the research aim, Social Media Marketing, Search Engine Optimization, Influencer Marketing, SWOT analysis and competitor analysis are also used as the conceptual basis. This research opted for a case study approach. Qualitative research method was applied to collect and interpret data. The empirical part of this study consisted of a semi-structured interview with the owner of the case company and data obtained from the case company and its competitors’ social media platforms. The collected data sets provided significant insights to formulate the marketing plan. The findings indicated that digital approach of marketing is the best way to enhance the success of the case company. It was also found that Facebook and Instagram are the most popular social media platforms to reach out to the target customers of Pizza King. As a result of theoretical framework in combination with empirical findings, a practical marketing plan that has incorporated all the substantial aspects of digital marketing relevant to the case company was generated. Although the study achieved a significant milestone, marketers at Pizza King must be vigilant of trending marketing techniques and act accordingly