Marketing Management for Small Business Enterprise: A Case Study of Little Collins St Kitchen

This presentation discusses the marketing management strategies for Little Collins St Kitchen, a small-scale restaurant in Australia. The identified problem of ineffective marketing practices and its consequences are discussed along with the strategies to resolve the problem. The presentation highlights the importance of marketing plans and strategies for small businesses and suggests a mix of traditional and digital marketing tools and techniques to be employed. The presentation also recommends appointing a digital marketing expert to develop, implement and monitor the marketing plans and strategies.

ISSUE IN SMALL
BUSINESS ENTERPRISE
Little Collins St Kitchen

INTRODUCTION
 In the present scenario, the food and restaurant
industry of Australia has become very competitive
and it is no longer easy for small and medium scale
businesses to attract desired customers (Bresler &
Lubbe, 2014).
 This presentation is based on Little Collins St
Kitchen which is small scale restaurant in Australia.

OVERVIEW OF THE SMALL MEDIUM
ENTERPRISE

CONTD.
 Breakfast, lunch, dinner, drinks and wine are some
products which are offered by the Little Collins St
Kitchen (Little Collins St Kitchen, 2018).
 High quality of food is one of the most critical
features of the restaurant which has helped in
attaining high degree of satisfaction among
customers.

PERFORMANCE ANALYSIS OF THE
BUSINESS
 After carrying out the
performance analysis
of Little Collins St
Kitchen, it has been
identified that at
present the
performance delivered
by is not satisfactory.

IDENTIFIED PROBLEM
 The main and most important problem which
has been identified is linked with ineffective
marketing practices of the business (Chernev,
2018).
 At present, the selected small enterprise is not
at focusing on carrying out marketing and
promotion of its products and services among
people in the marketplace.

CONTD.
 The management is not even aware about the
need and importance of marketing practices and
efforts in the present scenario (Foxall, 2014).

CONTD.
 It has been identified that the business has
neglected the use of both traditional as well as
modern tools and techniques of marketing and
promotion (Weinstein, and Pohlman, 20150.
 People are not even aware about Little Collins St
Kitchen and the kind of food and services it is
offering.

CONSEQUENCES OF THE PROBLEM
There are wide ranges of consequences of not
having a marketing strategy or plan and the
consequences are mentioned below as:
 Decline in sales and profits
 Customers are not aware of the business

CONTD.
 Competitors – It has been also identified that
other small restaurants in Melbourne are placing
some efforts in marketing and promotion and the
efforts have resulted in enhancing their overall
competitiveness (Wagner & Eggert, 2016).
 Low market share- It is another major
consequence which the business is facing
because of the identified problem.

STRATEGIES TO RESOLVE THE
PROBLEM
Developing a marketing plan
 It is the best and most appropriate way through which the
business can resolve the issue which it is facing.

CONTD.
 Advertisement on local newspapers and magazines -
Little Collins St Kitchen should also focus on placing
ads of its products, services and special offers in the
local newspaper and magazines as it will help in
creating demand among people in the target market
(Bresler & Lubbe, 2014).

CONTD.
 Social media and email marketing - The use of social
media and email marketing is the most suitable strategy
which can assist Little Collins St Kitchen to deal with
and overcome from the issue or problem faced (Foxall,
2014).

CONCLUSION
 It can be concluded that Little Collins
St Kitchen has created high degree of
satisfaction among customers through
high quality and fast services.
 Customers are also satisfied with the
European and French food and
ambiance of the restaurant

CONTD.
 It can be inferred that the management is
required to understand the need and importance
of marketing plans and strategies
 Low sales, profits and market share have been
identified as the major consequences of the
problem faced by Little Collins St Kitchen

RECOMMENDATIONS
 It is suggested that a mix of traditional and
digital marketing tools and techniques should be
employed by Little Collins St Kitchen.

CONTD.
 Little Collins St Kitchen should appoint a digital
marketing expert who can be provided with the
responsibilities of developing, implementation
and monitoring of the marketing plans and
strategies.

REFERENCES
 Bresler, M. & Lubbe, I., 2014. Marketing
management. Abingdon: Routledge
 Chernev, A., 2018. Strategic marketing
management. London: Cerebellum Press.
 Foxall, G., 2014. Strategic Marketing
Management (RLE Marketing). Abingdon:
Routledge.
 Little Collins St Kitchen . 2018. [Online].
Retrieved from: <
https://www.lcskmelbournerestaurant.com/co
ntact/>. [Accessed on 4th October 2018].

CONTD.
 Miquel-Romero, M.J., Caplliure-Giner, E.M. &
Adame-Sánchez, C., 2014. Relationship marketing
management: Its importance in private label
extension. Journal of Business Research, 67(5),
pp.667-672.
 Wagner, S.M. & Eggert, A., 2016. Co-management
of purchasing and marketing: Why, when and
how?. Industrial Marketing Management, 52,
pp.27-36.
 Weinstein, A. & Pohlman, R.A., 2015. Customer
value: a new paradigm for marketing
management. In Proceedings of the 1997
Academy of Marketing Science (AMS) Annual
Conference (pp. 132-133). Springer, Cham.