Research and Analysis to Prepare for Marketing Strategies

Running Head: BUSINESS PLAN
BUSINESS PLAN

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Table of Contents
Task 1 – Research and Analysis to prepare for Marketing Strategies.........................................3
A. Written Responses................................................................................................ 3
Q1: Which methods of market research you have used for your organization........................3
Q2: which marketing planning techniques, formats, and key features are used by your
organization?....................................................................................................... 3
Q3: Identify past and current marketing strategy...........................................................4
Q4: Comparative analysis for benchmarking and best practices.........................................4
Q5: Which Distribution channels were used by the organization?......................................4
Q6: Internal and External Issues................................................................................5
Q7: Which ethical and sustainability constraints and opportunities have been used by the
organization?....................................................................................................... 5
B. Analysis evidence on the internal business setting.........................................................6
C. Analysis evidence on the external business setting........................................................6
D. SWOT Analysis................................................................................................... 7
E. Future Target Markets........................................................................................... 7
Task 2 Development of Marketing Strategies and Plan.......................................................8
A. PEST analysis..................................................................................................... 8
B. Marketing opportunity........................................................................................... 9
C. Market objectives and positioning.............................................................................9
D. Unique selling proposition (USP):..........................................................................10
E. Marketing Strategy............................................................................................. 10
F. Marketing strategy of 7 P’s................................................................................... 10
1. Pricing strategy............................................................................................... 10
2. Product /Service Strategy...................................................................................10
3. Place Strategy................................................................................................. 11
4. Promotion Strategy............................................................................................. 11
5. People Strategy............................................................................................... 11
6. Process Strategy.............................................................................................. 11
7. Physical Evidence Strategy................................................................................ 12
References.............................................................................................................. 13

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Task 1 – Research and Analysis to prepare for Marketing Strategies
A. Written Responses
This study is conducted on the 5 marketing manager of an organization. This interview is
performed to comprehend the opinion of mangers regarding marketing strategies. It will be
implemented in the study to meet the organizational purpose. The following research
questions were considered by the researcher to conduct this study:
Q1: Which methods of market research you have used for your organization
From the analysis, it is founded that most of the research candidates believed that primary
data collection sources have been used by the firm to operate the business and increase the
existing business performance. These findings were favored by the views of Baltes (2015) as
it was illustrated that the company has used many sources of primary data collection named
as face to face meeting, contact with mails, and feedback collection. These methods will
allow the organization to know the actual needs of consumers as they expect from a firm. The
feedback method could offer an opportunity to understand the positive as well as negative
points of products, which will be imperative to improve the weakness of the firm. Face to
face meeting could be vital to know the preference and need of consumers for the particular
goods and services. It would lead to obtaining higher competitive advantages.
Q2: which marketing planning techniques, formats, and key features are used by your
organization?
From the data evaluation, it is founded that most of the research candidates believed that
organization can use marketing mix strategy, contingency plan, marketing, and financial
objectives, and marketing plan checklist. Through these approaches, it is addressed that these
strategies are imperative to operate the business in one direction and meeting the
organizational task. These findings were supported by the views of Brace (2018) as it was
illustrated that marketing planning techniques are the best way to run the business process in

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a systematic manner. Moreover, it is illustrated that the marketing approaches could be vital
in operating business procedure. The marketing technique plan could be imperative to sustain
the business in the market place for the long term.
Q3: Identify past and current marketing strategy
From the analysis, it is addressed that 3 out of 5 candidates believed that ACA Café’
Restaurant has used a traditional method as a marketing strategy to convey an awareness of
goods and services among consumers in past. But, in the current era, the organization has
practiced the digital marketing tool to promote their goods and services. The collected
information is favored by the views of Piercy (2016) as it was illustrated that the traditional
marketing tool could consider many sources named as print advertisements, billboards, flyers
or pamphlets, TV, newspaper, and radio. This technique was used by the firm to promote
their goods and services. This technique was imperative but costly as this tool did not get
higher benefits hence organization has started to use the digital tool and get positive
responses. The digital technology could pool the huger number of people at one place and
support to make a decision effectively.
Q4: Comparative analysis for benchmarking and best practices
Most of the participants believe that the organization has using benchmarking and evaluate
the competitiveness of the firm for increasing their growth. It is also founded that this tool
aids to the form for conducting best practices as compared to other industry. These data were
supported by the opinion of Charter and Polonsky (2017) as it was illustrated that
benchmarking is a business process that provides the best opportunity to the organization to
measure their performance on the basis of quality, cost, and time. These factors could be vital
to differentiate the performance of other organization to a specified firm.