Advanced Marketing: A Case Study of Galaxy Restaurant

This paper suggests a marketing mix for Galaxy Restaurant by recommending product, pricing, distribution, and promotion strategies.

Running head: ADVANCED MARKETING
ADVANCED MARKETING: A CASE STUDY OF GALAXY RESTAURANT
Name of the Student:
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Author’s Note:

1ADVANCED MARKETING
Introduction
As opined by Boo (2017), the business enterprises in order to ensure the success of
the commodities or the services that they are offering needs to use effective marketing plans
or strategies which in turn would enable them to attain their strategic objectives. Wagner and
Eggert (2016) have noted that the firms for the designing of an effective marketing strategy
need to formulate feasible strategies for the product or service, price, distribution, promotion
and other aspects that directly affect the goods or services offered by them.
Galaxy Restaurant, a start-up restaurant intends to offer unique dining experience to
the customers by taking into account their needs both in terms of the kind of food that they
expect and also in terms of the ambience as well. Furthermore, the concerned restaurant
intends to fix an optimum price for the food offered by it which will be congenial for the
customers and will not affect its profitability as well. The purpose of this paper is to suggest a
marketing mix for the Galaxy Restaurant by recommending the product, pricing, distribution
and promotion strategy that it can follow.
Product
The menu card of Galaxy Restaurant will contain food items or dishes related to
different cuisines like Continental, American, Italian, Indian, Chinese and others which the
people are not being able to generally eat because they do not adequate amount of time to
cook the concerned dishes at their homes. More importantly, Galaxy Restaurant can use the
strategy of product diversification so as to offer different kinds of dishes as per the taste
requirements of the customers. Furthermore, the restaurant before the finalising of the dishes
needs to undertake effective market research so as to understand the taste requirements of the
local people and thereby formulate the menu on the basis of the results that it has obtained
from the same. Moreover, another important aspect of the food items or dishes offered by the

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concerned restaurant will be the fact that the same menu will not be repeated every single day
and the customers thereby will have the opportunity to try out new dishes every single day.
Price
Homburg, Jozić and Kuehnl (2017) have noted that price is an important determinant
of the satisfaction level or the loyalty that the customers show towards the services offered by
the different restaurants. Galaxy Restaurant can take the help of the mid-premium pricing
strategy which in turn is likely to help the concerned restaurant to set optimum prices for the
dishes and other kinds of services offered by it. More importantly, the effective usage of this
pricing strategy would ensure that they customers or the regular diners would satisfied with
the prices that they would pay for the food dishes or other services offered by the restaurant
and also the fact that the restaurant would be able to cover up its operations cost and make a
substantial amount of profit (Bagozzi et al., 2018). Furthermore, the usage of this pricing
strategy would help the concerned restaurant to target a much larger target market in
comparison to the target market that it would have through the usage of the premium pricing
strategy (Jin, Line & Merkebu, 2016).
Promotion
Hanks, Line and Mattila (2016) are of the viewpoint that the business prospects as
well as the awareness of the customers regarding the services offered by a particular
restaurant greatly depends on the promotional strategies which are being used by the same.
Furthermore, Baker and Saren (2016) have stated that an important trend which is being seen
within the business world is the fact that the firms are using different kinds of digital
promotional or marketing strategies for the purpose of reaching out to a larger target market.
Thus, Galaxy Restaurant can take the help of digital marketing strategies like content
marketing, search engine optimisation (SEO), social media marketing and others for the

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purpose of promoting the services offered by it in a cost-effective manner. In addition to
these, it can also take the help of pamphlets, newsletters, word of mouth and other traditional
measures for promoting the services offered by it among the local people.
Place
Galaxy Restaurant intends to create a suitable within the restaurant through the usage
of different measures like adequate lighting, soft music, selfie zone and others. More
importantly, the restaurant can establish direct contact or relationship with the local vegetable
suppliers and suppliers of the other raw materials that it needs. This in turn would ensure the
timely delivery of the food dishes ordered by the customers and thereby enhance the quality
of the services offered by it. In addition to these, the restaurant can also take the help of
happy hours during which the customers would have the opportunity to order food at
discounted rates and the customers can pay for the food either in cash or through online
transactions as well.
Conclusion
To conclude, the enterprises need to create effective marketing strategies or plans to
ensure the success of the commodities or the services offered by them. Furthermore, the
enterprises for the formulation or the designing of the marketing strategies or the plan needs
to formulate relevant as well as feasible strategies for the products or services offered by
them, price, distribution, promotion and others. These aspects of marketing become apparent
from the above suggestion for the marketing plan that the Galaxy Restaurant can follow.

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References
Bagozzi, R. P., Rosa, J. A., Celly, K. S., & Coronel, F. (2018). Marketing-Management.
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Baker, M. J., & Saren, M. (Eds.). (2016). Marketing theory: a student text. Sage.
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customers. Journal of ASIAN behavioural studies, 2(2), 67-77.
Hanks, L., Line, N. D., & Mattila, A. S. (2016). The impact of self-service technology and
the presence of others on cause-related marketing programs in restaurants. Journal of
Hospitality Marketing & Management, 25(5), 547-562.
Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science, 45(3), 377-401.
Jin, N., Line, N. D., & Merkebu, J. (2016). The impact of brand prestige on trust, perceived
risk, satisfaction, and loyalty in upscale restaurants. Journal of Hospitality Marketing
& Management, 25(5), 523-546.
Wagner, S. M., & Eggert, A. (2016). Co-management of purchasing and marketing: Why,
when and how?. Industrial Marketing Management, 52, 27-36.