Marketing Plan Report of Malaysia Hut Restaurant

Running head: MARKETING PLAN
MARKETING PLAN
Name of the Student
Name of the University
Author Note

1MARKETING PLAN
Executive summary
The report focuses on the situation analysis of the Malaysia Hut Restaurant located in
Melbourne in Australia. The report further concentrates on the analysis of the position of the
brand of the restaurant. It also concentrates on the BCG matrix of the restaurant and the
Ansoff Matrix analysis which includes the marketing strategy of the restaurant. The strategies
demonstrate the effective strategy for the development of the company in the present market
and the future market. In the end of the report it consists of recommendations which would
help in the progress of the restaurant and in the increase in the revenue of the same. At the
end the report consist a solution which includes the development of the marketing strategy.
The restaurant needs to adapt the new strategies regarding the improvement of the cuisines of
the restaurant and the ambience of the same.

2MARKETING PLAN
Table of Contents
Introduction................................................................................................................................3
Situation analysis.......................................................................................................................3
Stages of product lifecycle.........................................................................................................4
Brand positioning map...............................................................................................................6
BCG matrix................................................................................................................................7
Ansoff Matrix analysis...............................................................................................................9
Conclusion..................................................................................................................................9
References................................................................................................................................11

3MARKETING PLAN
Introduction
The report mainly focuses on the internal scenario of the restaurant named the
Malaysia restaurant. The aim of the report is analyze the situation analysis of the restaurant. It
further includes the situation analysis of the restaurant and the stages of the product lifecycle.
It also includes the BCG matrix and an Andsoff analysis. The report further consists of the
strategic outcome based on the three analysis that has been done. At the end of the report,
there are recommendations for the future of the company based on the pricing of the same
and the promotional strategies. An effective strategy has been suggested towards the end for
the development of the products. It also includes the pricing strategy and an effective
development plan for the same. The entire report comprises of the effective strategy to
develop the restaurant in all of the aspects.
Situation analysis
The Malaysia restaurant is located in the Queensland, which is in the suburb area of
Australia. The restaurant is placed in such a location where the income of the people is
comparatively less. Maximum people in that area belong to the middle-class. It is therefore a
problem for the people of that area to afford costly items of food. However, it has been
opined by Metzger that the restaurant has lots of club around it, which helps in the increase of
the customers. Apart from this the promotional events of the restaurant is comparatively less
(Metzger, 2014). The problem can however be solved by making effective promotions of
their restaurant. The restaurant has a stable condition for the past twenty-five years. They
have made no effort to promote their restaurant in the past years. It has not been able to enjoy
the dominance of the market and the system of monopoly because of the other businesses that
focuses on the setting up of their operations along with the Fitzroy River and the Central part
but it is predicted that even they will identify the attractions of the public before expanding