Roles & Responsibilities of Marketing in Nando's Restaurant

This report discusses the roles and responsibilities of marketing in Nando's restaurant, including management process, customer analysis, fulfilling customer needs, promotion and pricing, and relationship marketing. It also explores the relationship between marketing and other functions of the organization, as well as the role of marketing in maintaining relationships with the external environment. The report concludes with a comparison of how organizations use the elements of the marketing mix to achieve overall business objectives.

Marketing Essentials
for Hospitality
Table of Contents
INTRODUCTION...........................................................................................................................2
TASK 1............................................................................................................................................3
LO1. Roles & responsibilities of marketing...........................................................................3
TASK 2............................................................................................................................................8

LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to
achieve overall business objectives........................................................................................8
LO 3...............................................................................................................................................10
Development of Marketing Plan..........................................................................................10
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15
INTRODUCTION
Marketing refers to selling, distribution and promotion of goods & services offered by the
organisations. Marketing plays a crucial role in every organisation as it help companies to make
people aware about its products as well as services. Activities such as advertising, public
relations, door to door marketing etc. is part of marketing. Companies uses unique and effective
marketing activities in order to attract customers and increase its sales (Sertel, 2017). In this
current report, the Restaurant company that is Nando's restaurant is taken into consideration. The
company was founded by Johannesburg in year 1987. Nando's restaurant headquarter in south
Africa and basically deals in Portuguese food. At present it has more than 1100 outlets and

operates in 36 countries. In this report the roles & responsibilities of marketing is defined that aid
companies to gain high earning profits. Marketing function is defined that organisations used in
order to know their customer needs and preferences. In addition to this, 7P's is considered in this
report that assist companies to attain objectives effectively. Later, the evaluation of marketing
plan is discuss that organisations develop to control and analyse marketing activities in an
effective manner.
TASK 1
LO1. Roles & responsibilities of marketing
Management process: The primary role of marketing is to coordinate and manage the
resources effectively as well as efficiently. As a management process it includes controlling,
forecasting, organizing and planning of marketing activities in order to meet organisational
objectives. Marketing is a management process as it ensures that organisational goals are met. In
context to Nando's restaurant, the marketing manager of the company makes effective strategies
of marketing and implement then in appropriate way. They coordinate the activities and monitor
the process in order to achieve task in a specified period of time.
Analyse customer needs: To develop effective strategies for marketing it is essential for
every companies to analyse and identify the choices and requirement of its customers. Maintain a
good relationship with employees and listen their needs leads to improvement in services which
in turns increase profitability of companies (Chandiok and Sharma, 2017). To analyse company
uses both external and internal channels. Internal channels such as take feedback about the
perception of customers from ales team, create surveys and so on. External channels include
social networks, perform searches enc that assist companies to know their customers choices and
make strategies as per their need. With reference to Nando's restaurant , the managers take
feedback or review from customers after giving services to them. This help restaurant to improve
their offerings and develop products as per customers taste and needs. This strategy used by
Nando's restaurant effect its productivity and increase the level of its sales.
Fulfils customers needs & requirements: customer’s are the assets of an organisation
so it is important for every businesses to fulfil ad satisfy their customer’s requirements. A
company can only survive and gain profit due to its customers. Nowadays, organisations produce
their strategies after analysing their customers so that what they offer will be accepted by its

customers. This will lead company to build strong relation with their customers and engage or
retain them for longer period of time. Marketing department examines individual personalities
and culture of customers so that they influence them through their strategies (Neuninger, 2017).
In context to Nando's restaurant, the company has a marketing team that do primary research in
market in order to know their target customer wants. Nando's restaurant fulfil their customers
needs by offering them the option of customization so that food is made according to them and
satisfy them. This helps restaurant to engage their customer and builds loyal customers for the
company.
Promotion, Distribution and pricing of goods & services: The foremost duty of every
marketing department is to do promotions of their goods and services s that sales as well as
revenue can be increased. Promotions activities include advertising, social media, public
relations, door to door marketing and so on. This activities plays a important role as the sales of a
company offerings depends on this activities. The marketing departments build unique and
creative strategy, use attractive pictures, place for advertisements so that they can reach more
customers at at time. Marketing professionals guides sales persons about distribution of products
in the market. As they make different strategy as compare to its competitors so that sales will
increase which further leads to increase in profit. A product is sale when its price of the product
is according to the income and class of its target customers (Eletxigerra, Barrutia and
Echebarria, 2018). Marketing helps organisation to know the income level of its customers and
according to that they charge prices from the customers. With reference to Nando's restaurant,
the marketing managers organizes campaign so that more people get aware about its products
and try them. The marketing department of restaurant advertised and promoted its brand on
social network in order to reach large number of people at a time.
Relationship marketing : The ability of an organisation to remain in touch with its
customers is relationship marketing. Marketers understand the customers need and provide then
services that assist organisation to strengthen their relationship with customers. Marketers make
relationship with suppliers also so that no quality issue can arise and the changes can implement
easily and quickly. Marketing helps companies not only making good relationships but also
acquire customers for a longer period of time. The motive of marketing is to make strong and
emotional connections with customers so that they can attach with their brands and remains
loyal. In context to Nando's restaurant, the company gives free service to its customers on their

birthdays. The restaurant maintain the database of its customers and send them wishes on the
special occasions. This creates positive impact on the mind of customer’s and they like to be in
touch with the brand. The restaurant make customers feel valued by giving unique services to its
customers as it helps them to make higher CLV.
Roles & Responsibilities of marketing relate to wider context
The brand of an organization develop by its employees and they have the responsibility to
operate the activities of the company. For instance, Nando's restaurant staff helps them to expand
their operations globally. Before deciding the price of the product organizations considers the
perspective of their customers. Effective communication takes place between the customers and
the organisation due to the marketing activities and operations. Nando's restaurant take feedback
from customers so that they can build relation with its customers. It provide quality foods with
an attractive packaging to the customers. Marketing identifies the need and customer demand so
that they produce those products which are on demand and easily accepted by its customers
(Melissen and Sauer, 2018).
Current and future needs
Current product needs: Marketing identifies the wants and needs of its customer. It can be
done through market research, customer feedback, face to face interactions and so on. It is
important for companies to know their target customer needs and produce goods according to it.
With reference to Nando's restaurant, the marketing manager offers fusion food to the customer
which is prefer by the customers. They analyse the requirement of customers in the market and
implement changes in its product in order to satisfy the customers.
Future needs: Marketing helps organization to know their potential customers and their
needs too so that the selling of companies products will always continue. It also identify the
future needs of customers and help companies to grow in the market. In context to Nando's
restaurant they organize campaigns and make team who do research in market about their
potential customers and their needs. This will help company to do planning for the future so that
they can take the competitive advantage in the market.
Relation between marketing and different functions of an organisation
Marketing and Finance: Finance department estimate budgets in the organization and
according to that marketing departments make their strategies (Hassanien and Dale, 2019). In
order to make optimize use of resources the company require to have strong and good

relationship with these departments. In case of Nando's restaurant the company issue the amount
for marketing activities and then functions execute according to the budget decided. The
marketing trends is rapidly changing nowadays and to match with this, marketing department
needs finance so that they can implement effective strategies in the market and gain competitive
edge. This budgeted strategy is very important so that each and every department can be given
the exact amount of importance which is needed for a profitable outcome.this shall also differ as
per the new trends which are running in the market which would require the company to change
the budgeting strategies as per the department.
Marketing and Human resource: Marketing department always wants talented and
skilled that can perform organisation task in an appropriate and feasible manner. HR department
recruit staff as per the specification of marketing department. There should be effective relation
among these departments so that it will benefit the organisation and increase its productivity. In
context to Nando's restaurant the marketing manager wants a sales person for its new outlet, they
described this role to human resource department which help them in hiring talented employee
who have good level of sales skills. Providing a proper labour and resource to the organisation is
very important for recruiting proper qualified people for the job is the essential job for HR
people. This is ultimately going to reflect upon the productivity and the profitability in
organisation. In providing help to a new outlet of the restaurant shall give a proper description to
the HR people of the candidate they have to choose as per the qualification.
Production and marketing: The production of operation department increases when the
demand of customers is high. Marketing departments makes attractive strategies and attract large
number which increases the demand of the product and thus the production level of
organisations increases. With reference to Nando's restaurant, the company raise its production
level by its effective marketing strategies (Eletxigerra, Barrutia and Echebarria, 2018).
Marketing and purchasing : Activities such as advertising,door to door selling,
discounts, events, exhibitions, conducted by marketing department directly affect the purchasing
quantity of the customers and thus increases sales of the company. These have to work in hand
and as per according to each other as one shall be directing the other department. There is direct
relationship between these departments and vice versa. In case of Nando's restaurant the sales of
the company increase because of its effective marketing that attracts more customers in the

market. This will automatically increases the market share of the company as well as its
customer base.
Role of marketing in maintaining relationship with external environment
Marketing assist organisation in managing strong relation with external environment
which are as follows:
Current and potential customers: An organisation can manage and create good
relationship with its customer’s when its marketing is strong. Marketing evaluates the
requirement as well as preferences of customers that helps organisation to offer those products
that satisfy them as well as attract them. Marketing also analyses the opportunities for the
organisation that is it helps to know about its new customers (Dixit, Lee and Loo, 2019). In
context to Nando's restaurant, the company has effective marketing strategy that attract new
customers to consume its product. This industry anyway has to attract several new customers and
which can only be done once the food which is the service is consumed by them. This criteria is
very effective in nature and can create the hold marketing strategy.
Competition: The creative and unique marketing strategies assist organisation to compete
with its competitors in the market and make a good position in the market. Marketing has the
power to reach customers and make them to buy product (Chandiok and Sharma, 2017). In
context to Nando's restaurant it is one of preferable and leading restaurant in south Africa due to
its creative marketing strategy. Adapting a very exquisite marketing strategy will help to build a
better reputation as compared to the other substitute in market.this also helps in gaining a correct
stable position. This sector has the whole power to make the customer purchase the product or
avail the service, in case of nando's restaurant dealing with such preferable creativity that
customers shall be attracted towards is very important.
Suppliers: Organisation builds good relation with its suppliers so that quality is
maintained and the goods are delivered to its customer with in the time range. The growth of a
company depend on reliable suppliers therefore it is important to have good and strong relation
with suppliers. In case of Nando's restaurant, marketing managers of the company motivates its
suppliers by giving them good offers that helps them in maintaining quality in its services. In
addition to this, they give payment to suppliers on time so that trust should be maintain and they
did not shift to any other company. one should always have a substitute for each of the supplies
so in case of high demand or special request in the restaurant one can not depend on just one

particular source. The relationship with the suppliers and straw manufacturer has needs to be
good to maintain a proper relation between them.
TASK 2
LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve
overall business objectives
Marketing mix is a tool by which an organization the products or services are assessed by
considering the whole market in order to formulate strategies that can help it grow. The main aim
is to increase sales of the main items produced by an entity. It requires extensive research for
using the data in order to formulate the strategies. There are 7 components in this which have
been discussed below in the context of Nando's restaurant:
Basis Nandos Wagamama
Price The prices of the foods and services
served by Nandos are economical so
that people belonging to all the classes
can buy these services. In addition to
this, there is a requirement for the
restaurant to attract wide number of
customers.
Wagamama is known for its food
which has made it a leader in UK
hospitality industry and there are
some items which have higher prices.
This is to remain competitive in the
marketplace. However, the increase
in the prices of the food items can
create adverse impact.
Product Nandos is famous for variety of dishes
and cuisines it offer. There are chicken,
beef, mutton etc. with fusion. The
dishes included in the menu are made
by considering the demand and choices
of target audience. Its services receive
good reviews from the customers also,
the ingredients used are fresh and
organic which make them tasty as well
as healthy.
Wagamama is UK based restaurant
which mainly serves Asian food
based on Japanese cuisine. It do not
offer that much range in dishes as the
taste of Japanese food is the main
focus. Since, it has exclusivity in
Japanese cuisine, people visit this
place again and again to have its most
popular dishes.

Place This is about the location where the
organisation sell its products or
services to the customers. The strategy
followed by this restaurant is that there
are many restaurants which are located
at different approachable places so that
people need not travel much to enjoy
the food and services. Also, it focuses
on keeping the prices low to make
individuals belonging to low income
category can also enjoy the services.
It has established different kinds of
marketing channels and strategies by
which it can increase its sales and
earn more profit. It use different
approaches and offers such as
discount etc. for making the
customers visit the restaurant and
have the foods served by it. These
tactics are for competing other
competitors who are doing good in
the business.
Physical
evidences
It has more than one outlets in United
Kingdom which have attractive
interiors by maintaining hygiene so that
large number of customers can visit the
restaurant again and again. There are
other facilities which are also provided
in order to mark its presence.
Wagamama is more focused on
including the foods as per the
demands of the customers which it
has been targetting. This helps it
attracting the people to visit the
restaurant. Furthermore, it make sure
that hygiene factor is maintained.
However, interior decoration is not
given much emphasize.
Promotions It helps in bringing the products into
the notice of people who are already
the customers as well as potential ones.
It uses different tactics to promote the
services and food by using attractive
advertisements and taglines.
Furthermore, it gives advertisements in
newspaper, television, social media etc.
for attracting the customers to become
aware about the food and their related
Wagamama does not spend much on
advertisements because it has well
established name. People living in
UK visit this place more often to get
the taste of Japanese food. Therefore,
it has number of guests who are loyal
and visit the restaurant on repetitive
basis. However, it is more into mouth
publicity for which it ensure to
provide quality food.

offers.
People The main focus is on the employees
who are working with the entity to
provide delicious food and services to
the customers. In order to keep them
motivated reduce the disputes or
conflicts it follow different leadership
approaches which can create a positive
and healthy environment.
It is more into making close
relationship with the suppliers so that
raw materials can be obtained at low
prices. Furthermore, to have strong
team in the organisation, it make sure
to recruit people from different parts
of the globe who has the skills and
capabilities of providing world class
food to the customers.
Process In the process of this company, it
makes use of Lean Production with the
help of which the negative issues and
consequences are removed from the
production process so that efficiency
could be achieved in the overall
production of the organisation.
Th following organisation makes use
of Total Quality Management
Approach in order to make
improvement ad reduction in the
deviations in the production process
of the company and to make things
according to the needs and
preferences of their customers.
LO 3
Development of Marketing Plan
Marketing Plan refers to the preparation of blueprint of the different marketing activities
which an organisation is carrying out in the near future for the growth and development of an
organisation. There are different activities which an organisation is required to carry out in order
to provide their customers with something new and in order to increase the sales of products and
services of an organisation. In this the main aim of the marketing manager, is to achieve all the
targets and objectives which are given by the organisation and make and effective plan which
will complete in achieving such. The main objective here is to create the image of the brand and
as well as increase its price in the market share department.
Importance of Marketing Plan

It is important to prepare a marketing plan as with the help of this, the future uncertainties
in relation to a specific organisation is removed. Along with this, it also helps in proper
management of the objectives of an organisation as the strategies could be easily adopted in case
of negative consequences because the planning has already been done to deal with a particular
situation. The importance of marketing plan is also related to coordination and cooperation in
between different departments of their organisation and also customers will be provided with full
level satisfaction. this also when was the proper research which will help the organisation in
collecting the correct information as to which the products and goods will be launched. Creating
such function will be used to attract other customers who are working in influencing such
company.
Objectives
 To make improvement in the sales of the Company by 5% in the next 10 months.
 To increase market share of company by 10% in the next 11 months.
Marketing Plan of Nando's
Segmentation, Targeting and Positioning (STP) strategies:
The following is the description of segmentation, targeting and positioning strategies of
Nando that will be applied by the company for the development of their new food product and to
capture the market share so as to make overall improvement in the level of productivity and
profitability of the company.
Segmentation: In this, the organisation will make its attention on isolating the total market in
various parts which are Psycho-grpahic division where designation about which zone where the
services of the organization will be used is chosen and furthermore the client sections are
additionally partitioned into littler parts. Such thing is important to make a correct strategies to
approach clients and provide them the correct services.
Targeting : After this, the organization isolates these fragments into progressively littler parts,
for example, arrangement of clients based on their age, salary or status or some other factor.
Here, the organization has concentrated on isolating their clients based on their pay and age
which will help in furnishing clients with their needs and requests. Is important to target the
actual audience which shall be understanding and using the facilities provided.
Positioning: Here the new application administrations of the Nando's food will be arranged in
the psyche of the customers by giving the customers a noteworthy office to get remunerate in the

wake of mentioning from the application dependent on how much proportion of sustenance they
have mentioned. With the objective that customers get pulled in towards the services gave more
on the mentioning give through online food services. Providing such service well give the
company of better position as compared to the other substitute in market.
SWOT Analysis
It is the tool that helps an organisation related to their own strengths, weaknesses,
opportunities and threats related to their organisation and the impact which it creates on the
working of their organisation. This also helps in analysing all four aspects very briefly so that
any further decision taken by the organisation can be performed after doing such analysis. So as
to make the Marketing Plan of Nando's, it is additionally essential to do this investigation. The
portrayal of this examination on the working of Nando's has been given as under:
Strengths and Weaknesses
Strengths Weaknesses
The matter of the organization is entrenched so
it won't be hard for the organization to make
the market of their new item in the market so it
could be conceivable to give their clients better
administrations and furthermore give them
fulfillment. The proper relation with each and
every client ads on to the quality and
quantitative work with the organisation will get
and look up onto the hard work they are
putting into it.
The support of good relations with the clients
is additionally considered as the quality of the
organization as this is the explanation of their
dedication towards the organization.
Some of the time because of specialized
blunders, the working of the organization isn't
practiced positively and this affected upon the
work execution and on the encounters of
clients additionally in negative manner. This
will directly affect upon the taste and
preference of the clients which will be inclined
towards current season or taste.
On account of the online administrations, the
organization is additionally not giving full
determinations of their items and
administrations in the portrayal affecting
adversely on clients tastes and inclinations.
Opportunities and Threats
Opportunities Threats
The opportunities for the organization is Because of rivalry at the neighborhood just as

additionally identified with their business
development to various nations, for example,
Japan.
Furthermore, the opportunity is likewise
identified with getting different organizations
in the market also with the assistance of
procedure of procurement. Expanding is one of
the main motto of any organisation and
achieving such will provide a better
opportunity and resources to the organisation.
worldwide level, it has affected adversely on
the development and execution of the
organization.
Because of quick changes in the innovation, it
has additionally affected upon the exhibitions
of the association negative way . this will have
a very huge impact on the productivity and
mighty time to recover the market as well.
Monitoring and Controlling
So as to make the usage of marketing plan in a suitable way, it is significant for the
organization to make legitimate checking of their exercises and the presentation of the business
on normal premise to discover the deviations and make upgrades in the mistakes which have
been established in the business. Nando's screens all the promotional tools and guarantees that all
of the undertakings are characterized suitably. This business try while driving this portable
application, is required to ensure that real restricted time techniques are utilized to make
customers careful about the availability of the thing. The tools which are utilized for monitoring
and controlling of this market plan are estimations and by checking effective movement of
communication.this tool is very effective in checking the strategies and plant from all angles.
This business outlet should be applicable to ensure all departments related to the business are
covered properly and things which are hindering in creating a better progress can be figure out
and be fixed within the correct span of time. The application which is going to provide several
new aspects and different opportunities for the restaurant, plus it will also make the restaurant
vary with different exquisite products which are required as per the new trends and needs of the
customers.
Nando's is moving another versatile application named Nando's Food which will give
online nourishment conveyance movement to customers. Therefore, a market plan is developed
that fuses crucial, and focuses towards which this application is propelling. A budgeting limit is
similarly masterminded which is required to calculate this market plan in a legitimate manner.
For instance, SWOT Analysis and STP model is furthermore used in order to recognize the

association's high ground. These models are very important for them to progress correctly in
future plus give them a disciplinary marketing plan which can be executed.
CONCLUSION
From the above study it has been analysed that Marketing is the key of every
organisation that help companies to retain customers as well as engage them. Marketing ensures
success of the company if it is effective and properly implemented. Through marketing a
company can fulfil the needs of its customers and gain competitive edge at market place. The
interrelatedness among the departments of organization with other departments is necessary so
that activities can be carried out easily and appropriately. It helps companies in managing the
functions of the organisation and smoothly executing it. creative marketing attracts more people
in the market and increases its sales as well as profitability. The companies has the opportunities
to know the needs of its potential customers through effective marketing. In addition to this,
marketing assist organisation in making strong relation with its customers and suppliers.

REFERENCES
Books & Journals
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