Assignment Task
ASSESSMENT DETAILS AND INSTRUCTIONS
You will develop a strategic marketing plan for a restaurant or hotel of your choice. Based on the information in the case study or your research about the restaurant of hotel of your choice, undertake an analysis of the restaurant or hotel markets, market position, target markets and segmentations. Define and analyse the restaurant or hotel competitors and the external environment using a variety of analysis tools. Based on your research and analyses, develop a list of marketing objectives, recommend strategies to meet the objectives and build a marketing plan for the next two years. To assist you in completing this task, please consider the following points:
1. Seek approval from your lecturer first about the restaurant or hotel you would like to use in your assessment.
2. Present your marketing research and plan in report format.
3. Use the following headings within your report:
i. Executive Summary
ii. Contents
iii. Introduction
iv. Macro Analysis (PESTLE, Porters Five Forces)
v. Competitor Analysis (Competitor Matrix)
vi. SWOT Analysis (SWOT)
vii. Market Positioning & Segmentation
viii. Marketing Objectives
ix. Recommended Marketing Strategies
x. Two-year implementation plan
xi. Conclusion
xii. References
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1.1 Introduction
Overview of the reasoning behind the marketing plan
Who is the company?
History of the company
2.0 Environmental Analysis
2.1 Porters Five Forces Analysis – use a table to present this information
- Indicate level of competition in the industry (i.e., fierce, moderate) and number of competitors;
- Indicate volatility of competition in industry – number of yearly new players and failures;
- Describe types of competition affecting your business (i.e., product/service competition, competition at the level of corporate/marketing strategy or business model or competition based on specific attributes such as price, quality, features etc.)
- Identify the industries barriers to overcome and state how your company has dealt or will deal with them;
- Identify potential sources of competitive advantage
- Other?
2.2 PESTLE Analysis
Identify approximately 3-4 major influences on the marketplace, if any. Things to possibly consider:
- Present and future laws and policies affecting your business market;
- Presence of government bodies and regulating agencies;
- Government spending;
- Effects of taxation, inflation, interest rates, exchange rates;
- International trade developments
- Political climate (e.g., stable, war setting) and stability of the government;
- Current environmental issues or concerns affecting the business;
- Lifestyle and social-cultural changes;
- Environmental concerns (or global pandemic issues);
- Changes in use of disposable income;
- Living conditions (e.g., utilities, pollution);
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