CASE STUDY: ‘RECIPE’ RESTAURANT MARKET ANALYSIS AND STRATEGIC SEGMENTATION ISSUES

Publication Date : 01/09/2017


Author(s) :

KUMAR D.M., NORMALA S GOVINDARAJO.


Volume/Issue :
Volume 2
,
Issue 3
(09 - 2017)



Abstract :

This particular assignment titled “RECIPE’ RESTAURANT: MARKET PROJECT ANALYSIS” was done to evaluate the role of a Marketing Manager, who is part of the strategic team to analyze the restaurant start up in one of the local areas of Malaysia. The observations was undertaken in the Nilai, region of Negeri Sembilan state of Malaysia, looking ahead the probability of the restaurant business considering the wider scope of food and beverages business. Inorder to evaluate the restaurant business this particular assignment looked into the internal organizational environment and the external market environment, Segmentation, Targeting and Positioning analysis for food and beverages business, Marketing Performance targets for each of the next 3 years for sales volume, sales value and organizational profit, marketing performance targets analysis based on Ansoff Matrix as a framework, Marketing Mix Analysis and Develop Action Plans to deliver Ansoff based strategies over the next 3 years and crossfunctional dependencies which are critical for achieving the stated performance targets for sales and profit contribution. The extend excellent insight into the role of marketing managers, thinking as strategic partners to the restaurant business detailing the projected tasks and responsibilities and implementation of the project with the support of people, structure, process, effective promotion strategies in a suitable geographical areas considering the SWOT analysis with the footing of on Ansoff Matrix as a framework.


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