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

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.