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Internal and External Marketing Environment

Added on - 09 Dec 2020

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Marketing
Table of ContentsINTRODUCTION...........................................................................................................................3SECTION 1................................................................................................................................3Back ground of the company......................................................................................................3Introduction to task, definition, purpose and value of SWOT analysis for organisation............3Introduction to company, its relevant history, current market and product lines.......................4SECTION 2.................................................................................................................................5SWOT analysis..........................................................................................................................5SECTION 3................................................................................................................................7Recommendation.........................................................................................................................7CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................11
INTRODUCTIONMarketing is the activity, set of institution, and process for creating, communicating,delivering and exchanging offerings that create value for customers, clients, partners and societyat large (MACQUILLIN, 2016). It includes identification of product, determining demand, itspricing strategy, selecting and distribution channel and also includes developing andimplementing a promotional strategy. In this report organisation chosen is Rashays Australia, isan Australian restaurant franchise causal dining restaurant chain established in Australia. Theydevelop and promote internally, experiencing individual with a high level of business acumenwho are willing to present fresh ideas with their unique culture. Herein, respective organisationhave selected a new product in their offerings that is Hershays Australia which is famous for itsoutclass food. This report is going to analyses its current market, product lines and its internaland external marketing environment of its business operation and activities. Moreover,identifying company target market based on segmentation base and adopting devise strategiesthat is relevant for marketing mix variable for product or services.SECTION 1Back ground of the companyRashays Australia, is an Australian restaurant franchise causal dining restaurant chainestablished in Australia. It currently have 25 location feeding over 45,000 customers per weekand have grow with the concept love and unique offerings (Sargeant, 2012) They are serving upgreat food in a relaxed dining atmosphere so that its customers can attain its better quality,affordability and enjoy their meals respectively. Moreover, as their business grow they developand promote internally as well as seek experienced individuals with high level of businessacumen who are willing to present fresh idea as they are focus on unique culture.Introduction to task, definition, purpose and value of SWOT analysis for organisationRashays Australia is an Australian Causal dining restaurant chain operating more than 25location and feeding over 45000 customers per week. Additionally, they have selected a newproduct that is Hershays Australia in their offerings to its potential customer which is know forits outclass food. Herein , the task of an organisation is to identify its target market base withproper segmentation, analysing its marketing environment (both external and internal
environment). Furthermore, adopting devise strategies that is relevant for marketing mixvariables for new product or services.Definition of SWOT Analysis:SWOT analysis is a framework that is used by anorganisation to evaluate its competitive position by identifying its strength, weakness,opportunities and threats (Patterson, 2015). In this tool both internal and external components areconsider as both have potential impact on organisation growth in competitive market place.Purpose and value of SWOT analysis:The purpose of SWOT analysis is to assertivelyidentify factors that influence functioning of an organisation and providing useful information instrategic planning process. Herein, with the adoption of SWOT analysis Rashays Australian canelucidate their short and long term ranges in a better ways. Moreover, it also help in identifyingnew marketing plans that turn into helpful apparatus for arranging and focusing on investment inadoption of new product in offering to its potential customers. Additionally, Swot analysiscreates value for an organisation as it allows to evaluate their business and operating activityfrom all angles. Such as internal strength and weakness as well as external opportunities andthreats in competitive market place.Introduction to company, its relevant history, current market and product linesRashays has been Australia's based family owned and operated dinning organisation,which was firstly open in Liverpool, NSW. Rami and Shannon both are the owner of this dinningorganisation (Lovelock, 2017). Rashays have approx 25 restaurant outlets through entire Sydney,Central coast and they recently opened their new outlet in Brisbane. When talking overcompany's history, Owner's Rami and Shannon had opened first ever outlet in city Liverpoollocated in New South Wales. This leading dinning outlet served meals in a restaurant, which theybasically calls the “Home”. They are currently engaged in providing food products such as Pizza,Pasta, Chicken, Steak, Dessert and breakfast. The current target market is customer's of everyage group, mostly above 20 plus age group. The product line of Rashays are comprises of theirfully fledged menu, which includes 102 food products to be served to their customer. Along withthis, every restaurant of Rashays have capacity to host group bookings, with selected restaurantsoffering private function rooms, with no booking fee to be paid. At one time, they generally dobooking for minimum of 10 people. As per their customer's point of view, Rashays services areimproving day by day with optimized quality.
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