Marketing Principles and Techniques

This project examines the marketing principles and techniques applied to Foodie World, a restaurant in London, UK. It includes primary research using a questionnaire to gather customer insights and secondary research using SWOT and PESTLE analysis to assess the business environment. The project analyzes market segmentation, marketing mix, e-marketing methods, and provides recommendations for improving the restaurant's marketing strategy.

Marketing
Principles and
Techniques

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Marketing..............................................................................................................................1
1.2 Market segmentation.............................................................................................................1
1.3 Marketing mix.......................................................................................................................2
TASK 2............................................................................................................................................2
2.1 Aims of research and market analysis...................................................................................2
2.2 Market research methods......................................................................................................3
2.3 Market analysis tools............................................................................................................4
TASK 3............................................................................................................................................5
4.1 Methods used to E-market....................................................................................................5
4.2 How companies manage their online image.........................................................................5
TASK 4............................................................................................................................................6
3.1 Market analysis techniques...................................................................................................6
PRIMARY RESEARCH ................................................................................................................6
Introduction.................................................................................................................................6
Title.............................................................................................................................................6
Demographics.............................................................................................................................6
Questionnaire..............................................................................................................................7
Analysis and Graphical Presentation..........................................................................................9
Conclusion................................................................................................................................17
Recommendation......................................................................................................................18
4P's of Marketing Mix...............................................................................................................18
SECONDARY RESEARCH ........................................................................................................18
SWOT ANALYSIS OF FOODIE WORLD ............................................................................18
PESTLE ANALYSIS................................................................................................................19
CONCLUSION..............................................................................................................................19
REFERENCES..............................................................................................................................20

INTRODUCTION
Marketing is all about promoting organizational products or services across various
marketplace in order to acquire more or more revenue by satisfying customer needs (Armstrong
and et. al., 2014). Foodie World consist of various food items in order to fulfils basic needs of
entire society. Thus, assignment is going to highlight various marketing concepts and elements
that are falls under this so that company can achieve set objectives or goals in a defined time
frame.
TASK 1
1.1 Marketing
Marketing is all about expanding business products across various marketplace by
satisfying customers needs or demands. This is assisting for accessing authentic information and
effective data from marketplace. Foodie World is small business entity that was established from
6 months before but don't about the technique of promoting goods or services. Thus, some of the
major elements which is essential for company to learn about it are; marketing mix, market
segmentation, promotional tools like advertisement and so on (Hastings and Domegan, 2013).
1.2 Market segmentation
Market segmentation can be termed as integral part of an organisation's strategy of
marketing. Foodie world is trying to increase their revenue by understanding viewpoints of
various consumers that belongs from distinct age groups in order to make positive relations with
consumers. Some of the major types of market segmentation are discussed as follows:- Demographic:- According to this domain, target consumer are segregated on the
demographic grounds such as gender, age, income, race etc. For instance, company is
aiming students and teenage group for their services and products. Behavioural:- This segment is associated with behaviour of user involving cost
sensitivity, benefits sought, brand loyalty etc. For e.g. the company has planned to keep
prices lower to attract maximum buyer on regular basis.
 Geographic: - In this, service and products are designed according to specific region,
state, country or community in which they are trading. For e.g., company is focusing to
deliver service London, UK.
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1.3 Marketing mix
Promotional mix is a model that give system to complete the advertising capacity. It
comprises 4 key elements such as price, product, place and promotion. This is considered as one
of the effective marketing techniques which helps in the expansion of business helping in
understanding the basic components of market which can help in achieving business objectives
in significant manner.
TASK 2
2.1 Aims of research and market analysis
Market research play an important role in analysing current trends, tastes and choices of
customers, demands, competitors and many more by conducting survey of Foodie World. It is
beneficial in gathering relevant data so that company can formulate strategies and find
appropriate solutions to achieve competitive advantages (Wood, 2012). There are defines some
important components such as: Market size: It describes the overall sales and revenues that made by the company. In this
consider various factors such as government data, trade, financial and trade data etc. Market growth rate: It defines various aspects that support in analysing demands, market
forecasting and increase the growth size of firm in better ways. Food world can increase
their size or growth in more efficient manner by adopting particular strategies.
 Market profitability: Foodie World have several opportunities to gain maximum
outcomes and increase profit size so that predetermined goals or objectives can be
accomplished.
2.2 Market research methods
Two major technique through which company can easily research such as; primary
sources and secondary (Lee and Miller, 2012). In order to satiate the market aim and meet
authentic findings, primary research methods will be undertaken i.e. elaborated here:
Primary Research: It can be referred as process where company accumulate authentic
data and relevant evidence through directly communicating the end user or population. It can
also be termed as proprietary research that mean information is collected from the area of
research through investigator. Hence, despite secondary data, primary is original or first hand
information i.e. gathered and evaluated through market research organisation themselves.
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Numerous tools are there that can be used for collecting new information in which some are
discussed here: Observation: Observation is the recording and selection of behaviour of people in their
environment that is useful tool for generating in-depth details of events of business.
According to this tool, through observing subjects, primary survey are done by
evaluating surrounding or natural behaviour of subject (Armstrong and et. al., 2014). Survey/Questionnaire: An inexpensive, common and effective method of accumulating
information for primary research data is through opting survey of consumer.
Questionnaire considered as part of survey, it is considered easier and more utilised
methods to seek opinion of people or population in regard of certain subject.
 Focus Group: It is generally referred to groups of people who are gathered to discuss
over a certain products or idea. This is used for forecasting the product application i.e. a
popular technique of research utilised to accumulate information from focused group
despite opting one-to-one approach.
In context of Foodie World, the company will optimise questionnaire primary research
tool for accumulating data from the service user of restaurant as this is convenient and easy to
opt to gather information.
2.3 Market analysis tools
Analysis is necessary for company for understanding current status of an organization
with the help of several methods in order to make changes as per requirements. Some of the
major methods are' SWOT, PESTLE etc.
SWOT Analysis: This is referred as strategic planning method optimised to assist an
individual or company to identify the weaknesses opportunities, strengths and threats associated
to business of Foodie World's planning and competition. SWOT analysis will be utilised in
referred report cause this is significant techniques in order to evaluate an organisation's intrinsic
environment and understand the dynamics of ventures. Major purpose of SWOT evaluation is to
understand those strategies which will help Foodie World specific model of business through
allocating the capabilities and resources of environment in which they operate.
PESTLE Analysis: On the other side, PESTLE analysis is one of significant techniques
of market evaluation which will be used in the report in context of Foodie Worlds and its
product. These determinants include political, social, economical, environmental, legal and
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technological factors. This can be termed as framework of macro-environmental determinants
used for scanning environmental components of strategic administration
With the use of these tools company can easily understand the change which are
occurring at marketplace and its affects on success (Gordon and Gurrieri, 2014).
TASK 3
4.1 Methods used to E-market
E-marketing is one of the crucial market planning which is completed through using
latest methods such as internet and other electronic gadgets. The significance of e-marketing has
been increasing during the previous period as outcomes of enhancing the number of users. There
are various E-marketing methods and their preferable to determine all types and techniques of e-
marketing as selected the correct kind of to attain their future aims and objectives in more quick
time.
Types of E-marketing
 E-mail marketing: This is known as one of the easy and fastest marketing which is
being done though using various mode. It is considering as one of the reliable and
accurate e-marketing method which has been consider as low cost and targeting various
customers.
 Search engine optimisation: This seems to be one of the vital marketing which is
considers as art of appearance of website in the initial outcome of search engines such as
Google search engine.
 Paid advertising: It is known as best type of marketing which appear beside or upper the
search outcomes (Kerstetter, 2011) .
 Social media: It is one of the crucial types of communication that their customer would
directly in respect to determine the value of company’s overall product and services.
Some social sites like Facebook, WhatsApp, Instagram etc.
4.2 How companies manage their online image
There is various manner by which image of the company can be positively helpful to
increase the future aims and objective of an organisation. Some of them are discussed
underneath:
 Establishing a reliable social listener that are helpful for managing their sites.
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 Developing a particular planning of any activity.
 Continuous regulation of reviews from plenty of customer those are using various
products of the company.
 Make future decision making on the basis of collected outcomes that are taken from
various respondents.
TASK 4
3.1 Market analysis techniques
It highly indispensable for assessing the market in order to accomplish business activities
in proper manner by satisfying customer needs or demands. Furthermore, assessment tools are
helping company in making products as per clients needs or requirements for maintaining their
positive connection with them. Members of Foodie World is trying to enhance their performance
by satisfying customer requirements with the help of several marketing techniques (Zainuddin
and Gordon, 2014).
PRIMARY RESEARCH
Introduction
Market research in wider context can be termed as the procedure of gathering and
evaluating information in regard of competitor, consumer group, business environment or
industry which is extremely paramount for business organisation to prosper in market. Foodie
World is a small restaurant situated in London, United Kingdom (Kerstetter, 2011). In order to
thrive in market and focus over expansion of business, the research is essential to conduct that
can assist in managing growth of organisation significantly.
Title
To evaluate the area of potential for growth of Foodie World.
Demographics
Demographics information deliver data related to participants and understand whether
representative are suitable participants or not. Sample size can state as the act of selecting of
number of replicated and observation to involve in the form of statistical sample. The referred
investigation has underlined the consumer as the population of investigation which has been
selected through opting the method of simple probability sampling technique to represent the
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population in justified format. The sample size is chosen 30 service user of Foodie World from
whom the data will be collected by using questionnaire method.
Questionnaire
QUESTIONNAIRE
Name:
Gender:
Q1: Do you know about Foodie World?
 Yes No
Q2. How do you know about Foodie World?
 Family
 Acquaintance Other source
Q3. Have you ever used service of Foodie World?
 Yes No
Q4. What did you eat in the first visit from Foodie World?
 Pizza
 Pasta
 Coffee & Tea Other
Q5. Which is your most favourite food item of Foodie World?
 Burger and Pizza
 Pasta
 Chicken and Curries Other
Q6. How long you have been using the services and products of Foodie World?
 Less than one week
 More than one week More than a month
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Q7. Rate the services and food items of Foodie World?
 Excellent Services
 Satisfactory Services Worst Services
Q8. What is your criteria to judge the service and product quality?
 Cost of product
 Quality of product Availability of product
Q9. What is the speciality of services and products of Foodie World which makes them
different from other restaurants of London?
 Quality and taste
 Quick Services Cost of products
Q10. What do you feel about the charged cost of Foodie World's products?
 Satisfied
 Neutral Dissatisfied
Q11. How likely do you recommand the services of Foodie World to others?
 More likely
 Neither Likely or Unlikely Somewhat Unlikely
Q12. Do you think it will be accepted by masses?
 Yes No
Q13. What do you think is the most suitable ways to promote the organisation?
 Social media
 Brochure Poster
Q14. Where do you think the company need improvement?
 Better Ambience
 More effective food quality
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 Hygiene and locality
Q15. What are the major recommendation to Foodie World to include within their services
and products?
Analysis and Graphical Presentation
Here is discussed the interpretation of accumulated data which is mentioned as below:
Theme 1: Foodie World is well-known
Q1: Do you know about Foodie World? Frequency
Yes 20
No 10
Yes No
0
5
10
15
20
20
10
Column B
Interpretation: This can state from illustration that 20 respondents aware about company
where 10 are not.
Theme 2: People are aware about company from distinct sources
Q2. How do you know about Foodie World? Frequency
Family 10
Acquaintance 10
Other source 10
8

1
2
3
0 1 2 3 4 5 6 7 8 9 10
10
10
10
Column B
Interpretation: this is coherent that 10 respondents got information about Foodie World
from family, 10 from acquaintance and 10 from other distinct sources.
Theme 3: Consumer likely use these services
Q3. Have you ever used service of Foodie
World?
Frequency
Yes 25
No 5
Yes No
0
5
10
15
20
25
25
5
Column B
Interpretation: 25 respondents has used its services whereas 5 has not.
Theme 4: Pizza and Pasta is more likely product
Q4. What did you eat in the first visit from
Foodie World?
Frequency
9

Pizza 10
Pasta 10
Coffee & Tea 5
Other 5
10
10
5
5
Pizza
Pasta
Coffee & Tea
Other
Interpretation: 10 respondents like Pizza of Foodie World and 10 Pasta whereas 5 like Coffee
and Tea and 5 other recipe provided by restaurant.
Theme 5: Pizza and pasta are likely services
Q5. Which is your most favourite food item of
Foodie World?
Frequency
Burger and Pizza 10
Pasta 10
Chicken and Curries 7
Other 3
10

Burger and Pizza Pasta Chicken and Curries Other
0
2
4
6
8
10
10 10
7
3 Column B
Interpretation: 10 respondent gave their views for Burger and Pizza and 10 to Pasta as their
favourite food. Whereas 7 claimed Chicken and Curries and 3 to other foods.
Theme 6: People are using product from more than a month
Q6. How long you have been using the
services and products of Foodie World?
Frequency
Less than one week 6
More than one week 12
More than a month 12
Less than one week More than one week More than a month
0
2
4
6
8
10
12
6
12 12
Column B
Interpretation: 6 consumer were using services from less than one week whereas 12 are using
from more than a week and 12 from months.
Theme 7: Company provide satisfactory services
Q7. Rate the services and food items of
Foodie World?
Frequency
Excellent Services 10
11

Satisfactory Services 13
Worst Services 7
Excellent Services Satisfactory Services Worst Services
0
2
4
6
8
10
12
14
10
13
7
Column B
Interpretation: 13 stated it provide satisfactory service, 10 claimed excellent service where 7 had
worst experience in Foodie World.
Theme 8: Quality is most preferred criteria
Q8. What is your criteria to judge the service
and product quality?
Frequency
Cost of product 10
Quality of product 15
Availability of product 5
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10
15
5
Cost of product
Quality of product
Availability of product
Interpretation: 15 respondents judged Food World on the basis of quality whereas 10 on cost
and 5 as per the availability of food.
Theme 9: Quality and taste is service speciality
Q9. What is the speciality of services and
products of Foodie World which makes them
different from other restaurants of London?
Frequency
Quality and taste 15
Quick Services 8
Cost of products 7
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Quality and taste Quick Services Cost of products
0
2
4
6
8
10
12
14
16 15
8
7 Column B
Interpretation: 15 people judge on the grounds of quality and taste where 7 according to cost
and 8 on quick services.
Theme 10: Cost is genuine
Q10. What do you feel about the charged cost
of Foodie World's products?
Frequency
Satisfied 15
Neutral 8
Dissatisfied 7
Interpretation: 15 are satisfied with the service whereas 8 are neutral. 7 are not satiated with the
cost of services.
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Satisfied Neutral Dissatisfied
0
2
4
6
8
10
12
14
16
15
8 7
Column B
Th
eme 11: People likely recommand the services
Q11. How likely do you recommand the
services of Foodie World to others?
Frequency
More likely 15
Neither Likely or Unlikely 10
Somewhat Unlikely 5
15
10
5
More likely
Neither Likely or Unlikely
Somewhat Unlikely
Interpretation: 15 are likely to suggest the services where 10 are neutral about it. 5 are
somewhat unlikely to suggest services to other.
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Theme 12: Organisation can accept by masses
Q12. Do you think it will be accepted by
masses?
Frequency
Yes 20
No 10
20
10
Yes
No
Interpretation: 20 claimed their view in agreements where 10 were not agree with it.
Theme 13: Social media is more suitable for marketing
Q13. What do you think is the most suitable
ways to promote the organisation?
Frequency
Social media 18
Brochure 7
Poster 5
16

Social media Brochure Poster
0
2
4
6
8
10
12
14
16
18
18
7
5 Column B
Interpretation: 18 suggested social media for promotion method where 7 claimed for brochure
and 5 for the poster.
Theme 14: Company need to improve ambience
Q14. Where do you think the company need
improvement?
Frequency
Better Ambience 15
More effective food quality 8
Hygiene and locality 7
Better Ambience
More effective food quality
Hygiene and locality
0 2 4 6 8 10 12 14 16
15
8
7
Column B
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Interpretation: As per graph, 15 people stated they need better ambience where 8 suggested
better quality and 7 for hygiene and better locality.
Conclusion
After assessing all the market it has been understood that competition is increasing in a
fastest way due to which member of selected firm needs to redesign their organizational strategy
to control possibilities of mistakes. One thing also determined that demand of food items are
increasing day by day due to expansion in consumer choice or preferences.
Recommendation
Its time to present the entire result in front of the team for assisting them towards
corrective path so that they can attain their set objectives or goals in a defined time frame. Some
of the findings which is requisite to follow by staff of foodie world is expressed as further:-
 Needs to acquire relevant data or information about the product demand.
 Analysis of consumer choice or preferences
 Teenagers are mostly preferring the restaurant foods.
4P's of Marketing Mix
Elements Foodie World
Foodie world offers a few goods of various types and nature as well
as make judgement as per its design, quality and so on.
Place: There are a few branches of Foodie world and having outstanding
locations with marvellous exterior and interior.
Price: Foodie world offers items at reasonable cost and make a few
procedures in connection to it (Gordon, 2013) .
Promotion: Consequently, pastry kitchen could accomplish high development
and procure critical piece of the overall industry.
SECONDARY RESEARCH
SWOT ANALYSIS OF FOODIE WORLD
Strengths Weakness
 Better food quality  Lack of employee staff in Foodie
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 Great ambience
 Hygiene restaurant and transparent
food manufacturing
World
 Lack of trained worker
Opportunities Threats
 Using marketing methods, organisation
can deploy in overall London
 Company can achieve business
objectives by managing better business
models
 Strong market competition
 No take-away counters
PESTLE ANALYSIS
The consideration of factor of analytical tool PEST is carried out with a view to carry out
a detailed assessment of external environment of Foodie World which leads a business into
formulating policies and decisions.
Political Factors: The tax reforms and regulation related to Foodie World is considered
in this sector as it influences decisions which are carried out by the business.
Economic Factors: the factors which are considered in this factors are inflation, growth
rate, disposable income which has been possessed by the target segment. The people in the
market are known to be possess a higher disposable income which can be capitalised by the
Foodie World for their own economic gains.
Social Factors: There has been a decline in the favourableness of people towards fast
Foodie World which can impact sales of this company. However venturing into organic
segments can be helpful in making positive use of market trend.
Technology Factors: The technological advancement in the form of internet and social
media tools can be utilised properly so that higher level of marketing and promotion could be
availed by Foodie World .
CONCLUSION
From the above report it has been summarized that company needs to understand the
marketing concept in appropriate manner for maximizing the organizational revenue. Their main
objective is to grab the opportunities with the help of several tools by understanding views or
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