Marketing in a Digitally Connected World

This report discusses market analysis, STP, marketing mix and customer journey mapping for La Italia restaurant in the UK. It includes recommendations for product, price, place, promotion, process, people and physical evidence. The report also covers customer persona and academic marketing theory supporting the recommendations.

in a Digitally Connected World

Table of Contents
Executive Summary.........................................................................................................................3
INTRODUCTION...........................................................................................................................4
ASSESSMENT -1...........................................................................................................................4
ASSESSMENT – 2..........................................................................................................................4
Market Analysis...........................................................................................................................4
Segmentation, Targeting and Positioning (STP).........................................................................5
Customer persona........................................................................................................................6
Recommendations........................................................................................................................6
Customer journey mapping........................................................................................................12
REFERNCES.................................................................................................................................14

Executive Summary
Digital marketing plays a crucial role in increasing sales of company. The report examines,
market trend analysis, segmentation, targeting and positioning of restaurant. Recommendations
of marketing mix i.e., product, price, place, promotion, process, people and physical evidence.
Critical evaluation of marketing mix is discussed and customer journey mapping is discussed.

INTRODUCTION
It is important to conduct market analysis before opening a restaurant. This helps in
making better plans and profit can be earned (Alalwan and et.al., 2017). A new restaurant is
opened in UK i.e., ‘La Italia’. The report includes, market analysis, STP, marketing mix and
customer journey mapping so that business can run smoothly.
ASSESSMENT -1
IN PPT
ASSESSMENT – 2
Market Analysis
Market analysis plays a crucial role in determining choice of people. It is essential to
conduct market analysis so that they can achieve goals and objectives. Managers of restaurant
are responsible for handling all issues and make plans which is beneficial for growth and
development of restaurant. It is important to take necessary steps to make good quality products
and satisfy need of people so that more profit can be earned. Managers should conduct market
analysis before making any product and identify choice of people (Harzig and et.al., 2018). After
determining needs and wants of people, product should be made accordingly because it helps in
generating more profit and increase sales of restaurant. Nowadays, competition is increasing in
market and choice of people is changing rapidly, so it is important to conduct survey and analyse
need of customers so that there will be no confusion later. This helps in satisfying need of people
and attract more customer. It is essential to focus on satisfying need of customer because they are
the king of market and helps in increasing profit of restaurant.
Market analysis is beneficial for restaurant because it helps in interacting with people and
their choice can be identified. Market analysis helps in identifying opportunities in market and
managers can make plans accordingly. It is essential to conduct market survey so that need of
people can be satisfied and services can be provided according to latest trend. Market analysis
helps in determining trends and better plans can be made to attract customer. Market analysis
helps in reducing risk, identifying market trends and increase revenue of restaurant (Dzwigol,
2020). Competition is increasing day by day and there are many restaurants in UK which are
providing good services to customers. So, managers are responsible for identifying products and
services which is provided by other restaurant and provide different product so that goals and

objectives can be accomplished. Market analysis helps in determining plans and strategies made
by competitors and managers of La Italia can make better plans and strategies to gain
competitive advantage in market. This is beneficial as it helps in earning more profit and good
image can be created. When plans are made after analysing market then it becomes easy to
satisfy need of people. It is essential to conduct market analysis to create positive image in minds
of customers and good services can be provided to them. Determining choice of people and make
plans accordingly so that need of people can be satisfied. It is important to conduct market
survey and determine choice of people so that restaurant can provide good services to customer.
Segmentation, Targeting and Positioning (STP)
Segmentation- it means to divide market on the basis of demographics, common interest,
behavioural, needs, priorities. Managers of La Italia restaurant divide market on the basis of
demographic segmentation. Managers are making arrangement for different age group so that all
people can enjoy and it helps in increasing sales and more profit can be earned. It is important to
divide market so that promotion can be done properly and it helps in achieving goals and
objectives of restaurant (Camilleri, 2018).
Targeting- it means to identify target audience and make plans accordingly so that their needs
can be satisfied. La Italia restaurant is targeting ‘Gen Z’ and making plans accordingly. it is the
responsibility of managers to identify target audience and their needs so that goals and objectives
can be accomplished. It is essential to make products as per choice of target audience so that
profit can be earned. Targeting means to identify a particular group of people to whom managers
of restaurant want to provide service and their aim is to attract them. this is beneficial for growth
of restaurant and more revenue can be generated (Paruchuri, 2019).
Positioning- positioning means to provide good quality product and services to customer so that
positive image can be created. This helps in attracting more people and profit can be earned.
Managers should make product which satisfy need of people of Gen Z. It is essential to
determine need of customers and make products accordingly so that business can run smoothly
and it helps in achieving goals and objectives of restaurant. It is important to create good image
in minds of customer to gain competitive advantage. It helps in attracting more people and profit
can be generated (Vinuales and et.al., 2019).

Customer persona
Recommendations
Marketing mix plays a crucial role in success of restaurant. There are 7 P’s in marketing
mix which managers should identify i.e., product, price, place, promotion, people, process and
physical evidence. This helps in satisfying need of people and attract more customer. These are
some elements of marketing mix which can be applied by managers and identify choice of
people so that their needs can be satisfied and it helps in generating more profit. Managers
should make products after analysing market situation like, plans and strategies which is applied
by competitors and try to make better products to attract people and more profit can be earned.
Marketing mix should be applied by managers so that they can make better plans and identify
strategies which is applied by competitors.

Marketing Mix Recommendations
(Marketing Mix)
Justification Academic marketing
theory supporting
the recommendation
Product For identifying need
of customer, market
analysis should be
done so that choice of
Gen Z can be
identified. Managers
should apply
marketing theory to
identify choice of
people and strategy
applied by competitor.
This is the best way to
identify need of
people and better
products can be made
which is beneficial in
growth and
development of
restaurant.
Nowadays,
competition is
increasing and it is
important to make
product as per choice
of customer so that
people can be
attracted and it helps
in creating good
image in market.
Product is the main
element because it
attract customer and if
it is not made
according to choice of
Gen Z then restaurant
has to face challenges.
So, managers are
responsible for doing
market analysis and
identify plans or
strategies made by
competitors and make
better plans to gain
competitive
advantage.
Marketing theory
which can be applied
by managers of La
Italia is Porter’s five
forces because it helps
in determining
different factors
which is beneficial for
growth and
development of
restaurant. With the
help of porter’s five
forces strategy used
by competitor can be
identified and it helps
in accomplishing
targets.
Price Managers of La Italia
should apply
Competition is
increasing in market
There are different
type of pricing

penetration pricing
strategy because in
this prices are kept
low in starting to
attract more people.
After sometime,
prices are increased to
earn profit. This helps
in attracting people
and goals of company
can be accomplished.
and to gain
competitive advantage
it is important to keep
prices low as
compared to
competitors so that
more people can be
attracted. When
restaurant is new in
market then prices
should be low so that
customer can be
attracted and it helps
in earning more profit.
strategy which can be
applied by managers
but as it is new
restaurant so to attract
people prices should
be low. Penetration
pricing strategy
should be applied so
that people can be
attracted and profit
can be earned. In this
initially prices are
kept low as compare
to competitors and
after sometime, prices
are increased to earn
profit.
Promotion Promotion is one of
the important element
which is used by
companies to attract
people and provide
information to them. it
is important to
provide relevant
information to people
so that they can visit
restaurant. With the
help of promotion
more customers can
be attracted and it
It is essential to use
some tools and
techniques for
promotion so that
people can get
relevant information.
This helps in
attracting more
customers and profit
can be earned.
Promotion can be
done by giving
advertisement in
newspaper or social
Nowadays, people are
more active on social
networking sites so it
is the best way for
promotion. Managers
of La Italia restaurant
should give
advertisement on
social sites so that
people can get
information about
new restaurant and it
helps in increasing
revenue. If

helps in achieving
goals and objectives
of restaurant.
Promotion plays a
crucial role in success
of restaurant.
Managers should use
social media tools to
attract people of Gen
Z.
sites so that people
can be attracted. This
increases sales of
restaurant.
advertisement is not
given then people will
not know about
restaurant. So, to
attract people
advertisement should
be given on social
sites so that goals and
objectives can be
accomplished.
Promotion is the key
element of marketing
mix because it helps
in increasing sales and
more profit can be
generated.
Place Place should be in
market so that people
did not face any
problem.
Transportation facility
should be available so
that people can come
to restaurant.
Restaurant should be
located in market
because it is
convenient for people
and there should be no
restaurant in near.
This helps in
Managers should
decide place after
analysing market
situation and
according to need of
people. It is important
to focus on need of
customer and open
restaurant in place
where there is no
restaurant and there is
no issue regarding
transportation.
Sometimes,
restaurants are open in
Managers should
conduct market
analysis so that they
can know where
restaurants are
situated and at which
place they can open
restaurant so that
more people can be
attracted and it helps
in achieving goals and
objectives. It is
essential to do market
analysis so that they
can get idea for where

attracting people and
profit can be earned.
the outer part of city.
So, people face
problem to go there. It
is important to decide
place after analysing
all the points and
make better plans.
they have to open
restaurant and attract
people. It is essential
to open restaurant
where people can
come easily.
Process Process is the flow of
activities that take
place when there is
interaction between
people and business.
Managers should give
proper training to
employees so that
they can provide good
services to customers
and satisfy their
needs. Employees
should provide good
services to consumers
and behave properly.
Managers are
responsible for
managing all the
activities. Staff
members should treat
customers properly
and provide good
services to them.
For achieving goals
and objectives, it is
essential to provide
proper training to
employees and treat
customers with
respect so that their
needs can be satisfied
and it helps in
increasing sales of
restaurant.
Managers should
make proper process
and divide work
among employees as
per their specialisation
so that all can do their
work and good
services can be
provided to customer.
When correct process
is applied then it helps
in achieving targets
because there is no
confusion among
members and need of
people is satisfied.
People There are many In restaurant there are For recruiting and

people involved in
running business like,
staff members, sales
people, customer
service teams and
other people.
Managers should
recruit talented people
who have the ability
to do several task so
that if there is
shortage of staff then
managers can give
work to employees
who are having skills.
many people required
and it is the
responsibility of
managers to recruit
and select talented
employees so that
work can be
completed on time.
This helps in
achieving goals and
objectives of
restaurant and
changes be made to
perform better than
others. Managers are
handling all issues
and it is their
responsibility to
recruit talented
employees. for
accomplishing goals
and objectives of
restaurant.
selecting employees,
managers should give
advertisement for
vacant position so that
eligible candidates
can apply. Managers
should recruit
candidates who are
having the ability and
skills to work
efficiently. They
should provide
training to employees
so that they can
satisfy need of
customers and profit
can be generated.
Physical evidence Physical evidence in
marketing mix refers
to everything which
customer notices
when employees are
interacting with them.
managers of La Italia
should give training to
In restaurant, Gen Z
people are noticing
everything like,
interior of restaurant,
food quality and taste,
services provided to
them, how staff
member is interacting
Managers should be
active on social
networking sites and
make website so that
customer can give
reviews about services
provided to them. it is
essential to make

employees for how
they have to interact
with customers and
satisfy their needs.
Managers should
make a site and
provide all the
relevant details which
is required by
customers. This
creates positive
impact on people and
attract them.
managers are
responsible for
providing all
information to people
and customer can give
reviews about service
provided to them.
with customer. People
are giving feedback
after analysing all the
activities. Managers
should take feedback
in positive way and
make changes as per
need of customer so
that their needs can be
satisfied and it helps
in achieving goals and
objectives.
improvements in
plans or strategies so
that better services
can be provided to
customer. It is
essential to provide
good quality products
and services to
customer to generate
more profit. It helps in
achieving goals and
objectives of
restaurant. Managers
should take necessary
steps so that needs can
be satisfied.
Customer journey mapping
Customer journey mapping helps in identifying different stages through which customers
are interacting with company. There are steps which can be followed by restaurant to make
customer journey mapping like, set targets, create persona of buyer, identify motivations, map
out buyer’s journey, maximise touch points, find moments of truth and revise. These are some
steps which should be followed by managers of restaurant so that product can be made as per
choice of customer (Micheaux and Bosio, 2019). It is essential to provide good quality products
and services to customer to earn more profit and attract people. This helps in creating positive
image in market and changes can be made as per need of people.

There are some benefits of customer journey mapping i.e., helps in identifying gaps in
service or communication, reduced cost, helps in increasing sales and good quality products and
services are provided to customer. Customer journey mapping helps in greater customer and
employee satisfaction. It helps in satisfying need of customers and better plans can be made so
that profit can be generated. Customer journey mapping helps in reducing cost and sales of
restaurant is increased. It helps in satisfying need of people of Gen Z and take feedback so that
changes can be made (Bernard and Andritsos, 2017).

REFERNCES
Books and Journals
Alalwan, A. A., and et.al., 2017. Social media in marketing: A review and analysis of the
existing literature. Telematics and Informatics. 34(7). pp.1177-1190.
Harzig, P., and et.al., 2018. April. Multimodal image captioning for marketing analysis. In 2018
IEEE Conference on Multimedia Information Processing and Retrieval (MIPR) (pp.
158-161). IEEE.
Dzwigol, H., 2020. Innovation in marketing research: quantitative and qualitative analysis.
Camilleri, M. A., 2018. Market segmentation, targeting and positioning. In Travel marketing,
tourism economics and the airline product (pp. 69-83). Springer, Cham.
Paruchuri, H., 2019. Market Segmentation, Targeting, and Positioning Using Machine
Learning. Asian Journal of Applied Science and Engineering. 8(1). pp.7-14.
Vinuales, G., and et.al., 2019. Description and evaluation of an innovative segmentation,
targeting, and positioning activity using student perceived learning and actual student
learning. Marketing Education Review. 29(1). pp.24-36.
Micheaux, A. and Bosio, B., 2019. Customer journey mapping as a new way to teach data-driven
marketing as a service. Journal of Marketing Education. 41(2). pp.127-140.
Bernard, G. and Andritsos, P., 2017. A process mining based model for customer journey
mapping. In Forum and Doctoral Consortium Papers Presented at the 29th
International Conference on Advanced Information Systems Engineering (CAiSE
2017) (Vol. 1848, pp. 49-56). CEUR Workshop Proceedings.