Marketing Management for Dosa Hut Restaurant: SWOT Analysis, PESTEL Framework, and Marketing Strategy

This report provides a comprehensive analysis of the external business environment of Dosa Hut restaurant in Melbourne, Australia, using PESTEL framework and SWOT analysis. It also includes a strategic plan, target market, positioning strategy, and marketing mix. The report suggests a marketing strategy based on offering healthy food to customers within a reasonable price and using social media to promote the product.

Running Head: MARKETING MANAGMENT
dOSA HUT RESTURANT
Marketing management
Report
Student Name
[Pick the date]

MARKETING MANAGMENT 1
Overview statements
This report will include the external business environment revolving around the Dosa Hut
restaurant in the market of Melbourne, Australia with the help of PESTEL framework. It also
focuses on the strength and weakness of the Dost Hut restaurant in order to explore the possible
opportunity and threat related to their business in the market of Melbourne with the help of
SWOT analysis (Wangdi, 2015). It also includes issue related to this restaurant and will offer a
strategic plan as per the requirement of the restaurant. In addition to this, this report will also
focus on the target market and positioning strategy. It also includes marketing mix related to
Dosa Hut restaurant along with the strategy to track or monitor the progress related to the
performance of the restaurant.
SWOT analysis of Dosa Hut restaurant
Strength
Quality and food service of Dosa Hut restaurant is considered as one of the most important
strengths of the restaurant. In addition to this restaurant is able to offer large verities within the
reasonable price which offers this restaurant competitive advantage over other restaurants.
Serving Dosa varieties in the food market of Melbourne offers them unique identity as compared
to another restaurant which is food junk food like pizza, burger and so on.
Weakness
One of the main weaknesses of Dosa Hut restaurant is that their service is totally staff driven and
is completed dependent on the personal service offered to the potential customer. Another
weakness related to Dosa Hut restaurant is that it is not getting a constant supply of material
from the suppliers because ingredients are not common as like burger or Pizza or material
availability is not very common in Melbourne which is impacting the menu items.
Opportunity
Present food market is one of the best opportunities in the hands of the Dosa Hut restaurant to
expand their business which will offer them more profit generations. In this situation, Dosa Hut
restaurant can make use of health habits of the present generation and use it as a media of serving
their product in the target market. In addition to this restaurant can make use of advanced
technology to maintain quality of their product which will help them in increasing their traffic
flow by promoting healthy food in the market. In addition to this restaurant can also include
some green dishes in their menu to attract youth towards the restaurant.

MARKETING MANAGMENT 2
Threats
After exploring profit related to this type of food market, many restaurants are introducing the
same kind of items in their menu card which can impact the business of this restaurant. There are
some existing rivals which are offering a substitute for this kind of food in the form of bake
items. To trade war, there are maximum chances that material cost is always in fluctuation
position.
PESTEL
Political
At present political environment in Melbourne is in favour of business because they are seeing it
as an opportunity of employment which is good news for Dosa Hut restaurant. In addition,
government is offering help to these small businesses in the form of financial support (Helms
and Nixon, 2010).
Economic
Economy of Melbourne is stable as compared to a previous time and this aspect is important for
the growth and development of Dosa Hut restaurant because the restaurant does not have to
worry about financial capital flow in the market.
Social
Melbourne city is very serious related to social aspects and the business operation of Dosa Hut
restaurant is also concentrating their business operation around the health of the community
which is better news for the growth of this restaurant (Helms et al., 2011).
Technology
Australia is considered marking their name in one of the innovated countries in the work in terms
of technology advancement. In this situation, Dosa Hut restaurant has the opportunity to make
use of technology to bring improvement in their service quality.
Environment
Presently business in Australia is revolving around the environment and this is good news for
this restaurant because their food materials are completely bio biodegradable in nature by which
it will not harm environment.
Legal
Australia government has entered in free trade policy with many countries and in this situation,
raw material will be available at reasonable price for Dosa Hut restaurant.

MARKETING MANAGMENT 3
Market goal and objective
SMART Frame Work
Specific
In this part of smart framework, Dosa Hut restaurant will try to focus their business strategy on
three main aspects of what, why and how. The goal of this restaurant is to offer high-quality junk
food which can offer a healthy life within reasonable price (Day and Tosey, 2011). In addition to
this restaurant are fully focused on the service quality of the restaurant in terms of creating a
unique identity in the Melbourne food market. This will help the restaurant to increase profit
margin in this competitive food business market.
Measurable
One famous tag line is if something cannot be measured then that thing cannot be managed.
Therefore restaurant will try to introduce new criteria which will help in measuring performance
of the restaurant on various criteria’s like customer satisfaction, quality of food, service and
hygiene maintenance (Scobbie et al., 2013).
Achievable
Having an extended goal is great because it helps the organization in attain new skills, capability,
and knowledge related to the external business environment. But at the same time goals of the
organization must not be such that it will not be possible to achieve them and will create a
feeling of dissatisfaction among the management (Grant, 2012). In this situation, Dosa Hut
restaurant has formed its objective after exploring the market trend.
Relevant
In this, Dosa hut restaurant will focus on link of activities related to the performance
measurement because measurement will be conducted on the base of outcome and not on the
base of activities.
Time-bound
In this aspect, Dosa Hut restaurant will take care that they will divide their objective in the form
of short term goals and will then distribute it on the base of week, one month and six months
(Rosewilliam, Roskell and Pandyan, 2011). This will help the restaurant to see their actual
performance related to the setup goal. Then this goal will be communicated with each individual
of the restaurant in order to bring clarity in their role and responsibilities.

MARKETING MANAGMENT 4
Marketing strategy
Marketing strategy will be totally based on offering healthy food to the customers within a
reasonable price. In addition to this, offer customer taste the unique food in the market of junk
food (Xenos, Vromen and Loader, 2014). As per the study it has been seeing that more than half
of the Australian populations are moving towards healthy food as compared to junk food like
burger and Pizzas due to an increase in health issues. But still, these populations have great love
towards junk food and are looking for some new strategy from the junk food providers. This will
act as a better opportunity for the Dosa Hut restaurant to expand their market by targeting this
portion of the population which is looking for healthy food in the Junk food market (Palmer,
2014). One of the best strategies by which Dosa Hut restaurant can position their image in the
mind of the target segment is by making use of the digital market. As per the study, it has been
found that around half of the Australian population is connected with some kind of social media.
In this situation, Dosa Hut restaurant can make use of social media tools like Facebook,
Instagram and Twitter to promote their objective in the business market (Michaelidou, Siamagka,
and Christodoulides, 2011). Digital media tool will offer two types of benefits to the restaurant,
one is cost effectiveness in advertisement and others will be its wide reach. Within the time
frame of 10 minutes, an image can be made viral with the help of social media platform and it is
the best mean to reach out the youth population which is continuously in touch with the social
media.
(Source: Hootsuite, 2018)
Marketing strategy implementation

MARKETING MANAGMENT 5
Dusa hut restaurant will introduce their promotion program in which they will create pages on
Facebook, Instagram, and Twitter. On the Facebook page, restaurant will upload a new picture of
their health food items along with their healthy material formations (Hays, Page and Buhalis,
2013). In addition to this, restaurant will also upload images of varsities which are available in
the market by connecting it with fitness aspects with the help of health consultant. On the
Instagram platform, restaurant will try to connect their food items with fitness personality in
order to convey this message that their food is healthy and quality of the food will not
compromise in any condition. In addition, restaurant will make use of YouTube and upload tease
video related to their food item in order to promote health connection in their business strategy
by relating it with community health (Berthon et al., 2012). While Twitter will be used as a
platform of offering two-way connections in order to remove the possible doubts which can arise
on the quality of the food available at low price as compared to other rivals.
Evaluation and control
In this situation the company will make use of real time data base in their business operation
which will offer the organization in understanding the flow of consumers with the help of online
consumer behaviour pattern. Real time data will help the company in monitoring every single
step of the customer with the help of data science. In addition to this, use of data science will
offer addition feature which is controlling the flow so that company can highlight their objective
in their target audience. This will offer innovative environment to the company in terms of trust
formation.
Conclusion
In this world of business competition, especially in junk food industry it is not easy to remain
sustainable in the market for long time because people are moving toward health food and are
looking for something different. In this situation, Dusa Hut will fulfill this healthy food need by
offering their health ingredient food in the market of Junk food. They will make use of social
media to promote their product in the Australian market.

MARKETING MANAGMENT 6
References
Berthon, P.R., Pitt, L.F., Plangger, K. and Shapiro, D. (2012) Marketing meets Web 2.0, social
media, and creative consumers: Implications for international marketing strategy. Business
horizons, 55(3), pp.261-271.
Day, T. and Tosey, P. (2011) Beyond SMART? A new framework for goal setting. Curriculum
Journal, 22(4), pp.515-534.
Grant, A.M. (2012) An integrated model of goal-focused coaching: An evidence-based
framework for teaching and practice. International Coaching Psychology Review, 7(2), pp.146-
165.
Hays, S., Page, S.J. and Buhalis, D. (2013) Social media as a destination marketing tool: its use
by national tourism organisations. Current issues in Tourism, 16(3), pp.211-239.
Helms, M.M. and Nixon, J. (2010) Exploring SWOT analysis–where are we now? A review of
academic research from the last decade. Journal of strategy and management, 3(3), pp.215-251.
Helms, M.M., Rodríguez, M.A., de los Ríos, L. and Hargrave, W. (2011) Entrepreneurial
potential in Argentina: a SWOT analysis. Competitiveness review: An international business
journal, 21(3), pp.269-287.
Michaelidou, N., Siamagka, N.T. and Christodoulides, G. (2011) Usage, barriers and
measurement of social media marketing: An exploratory investigation of small and medium B2B
brands. Industrial marketing management, 40(7), pp.1153-1159.
Palmer, S. (2014) Characterizing university library use of social media: a case study of Twitter
and Facebook from Australia. The Journal of Academic Librarianship, 40(6), pp.611-619.
Rosewilliam, S., Roskell, C.A. and Pandyan, A.D. (2011) A systematic review and synthesis of
the quantitative and qualitative evidence behind patient-centred goal setting in stroke
rehabilitation. Clinical rehabilitation, 25(6), pp.501-514.
Scobbie, L., McLean, D., Dixon, D., Duncan, E. and Wyke, S. (2013) Implementing a
framework for goal setting in community based stroke rehabilitation: a process evaluation. BMC
health services research, 13(1), p.190.
Wangdi, Y. (2015) Religion, Indian American. Asian American History and Culture: An
Encyclopedia: An Encyclopedia, 5, p.351.
Xenos, M., Vromen, A. and Loader, B.D. (2014) The great equalizer? Patterns of social media
use and youth political engagement in three advanced democracies. Information, Communication
& Society, 17(2), pp.151-167.

MARKETING MANAGMENT 7