MKT101A Marketing Fundamentals: Marketing Analysis Report - Stage 1

This report presents a marketing analysis of 'Twins on The Village,' an Italian restaurant in Brisbane, Australia. The analysis begins with an introduction to the business, followed by a discussion of macro and micro-environmental factors, utilizing PESTLE analysis to identify political, economic, social, technological, environmental, and legal influences. The report then delves into competitor analysis, comparing 'Twins on The Village' to its direct and indirect competitors using the 4Ps framework (Product, Price, Place, Promotion). A SWOT analysis is also included, evaluating the restaurant's strengths, weaknesses, opportunities, and threats. The report concludes with a summary of the findings and recommendations for future marketing strategies, aiming to improve the restaurant's performance and customer satisfaction. The report is prepared by a junior marketing associate for Talented Gen & Co.

Running head: REVIEW OF MARKETING STRATEGIES
Review of Marketing Strategies
Name of the Student:
Name of the University:
Author’s Note:

Table of Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................3
Conclusion..................................................................................................................................6
Reference List............................................................................................................................8

Introduction
Since I have been working as a Junior Marketing Associate at Talented Gen & Co. that
usually takes part in assisting small as well as medium sized business firms with different
types of marketing strategies. I was given the responsibility to prepare a marketing strategy
for the Italian Restaurant known by the name of “Twins on The Village” that is located in St.
Lucia at Brisbane. This is a small size business firm usually consist of less than 200
employees and this is also referred to as business to consumer (B2C) Company that is located
in Australia. This particular discussion revolves around macro as well as micro- environment
factors that affect the industry and also discusses on Competitor Analysis that utilizes 4P’s
framework in order to draw meaningful comparisons.
Discussion
i) PESTLE Analysis in order to identify certain external factors that affect the
environment
 Political factors
Certain political factors such as reforms on tax associated with several guidelines
towards health as well as safety have profound effect on the decision- making processes
on the restaurant business and this is basically having an effect on activities like
purchasing of food, cooking as well as packing the food in order to be delivered
(Francioni, Vissak & Musso, 2017). ‘Twins on The Village’ usually takes the
responsibility to maintain health standards of those food items and strict regulations on
food are also maintained.
 Economic factors

Sometimes when the rates associated with inflation undergoes increment within the
economy, then it has profound impacts on the various operations of restaurant as well as
the prices of food. As a result of this, prices of those food items in the menu usually go
up and people avoid going to the restaurant and order food as well as beverages.
Social factors
Certain social factors also have positive or negative effects on the restaurant business as
for nowadays people are usually health conscious. Therefore they attach more
preferences towards organic food products instead of those junk food items. The
restaurant is usually socially impacted due to such preferences of consumers as they
need to keep arrangements of both junk as well as organic food items in order to keep
their customers satisfied. This particular restaurant also keep arrangements on
carbonated drinks, coffee, drinks and beverages for customers who visit the restaurant at
late night after their office hours.
Technological factors
With rapid advancement in the field of technologies, would help the managers of the
restaurant to keep proper vigilance on the activities of employees within the restaurant.
This particular restaurant usually maintain a manual form of register in order to keep a
record on account management through advanced form of software, this would further
keep a check on activities, increase growth and performance of the organization in terms
of customer servings (Büschken & Allenby, 2016).
Environment factors
External as well as internal environment of ‘Twins of The Village Restaurant’ play a
significant role in terms of attracting large number of customers and this can mainly be
measured on cleanliness factors of the environment.

Legal factors
Local governing bodies often visit the restaurant in order to keep a check on the quality
of food and raw materials that are available at the kitchen and also to enquire the staff
members to learn about the hygiene associated with those food items that are served.
ii) 4P’s Framework for drawing out meaningful comparisons that help to identify
1 direct competitor as well as 1 indirect competitor
In terms of Place and Product ‘Scola La Pasta’ can be termed as the direct form of
competitor to ‘Twins on The Village’ restaurant and the online food delivery sites act as
indirect form of competitor to the restaurant in terms of Promotion as well as Price of
products in the market.
iii) SWOT Analysis
Strengths:
 Twins on The Village is basically an Italian restaurant and it mainly fresh form of
ingredients that are mostly moderately priced in the environment (Napolitano, 2018)
 It is basically Italian style restaurant that has an open kitchen
 There are wide ranges of different wines from renowned brands and people usually get a
chance to make their good choices out of them.
 Several promotional gift cards as well as additional vouchers are provided to people who
come to the restaurant to have their food
 Almost 50- 70 branches of this restaurant are present within the country as well as in
several parts of the world
Weaknesses

 The restaurant comprises of low rates associated with product substitution and this
accounts for limited share on marketing strategies
 Not all the branches have good menu in terms of food as availability of all the dishes
usually vary one place to other, therefore people prefer this restaurant quite lesser than
others
Opportunities
 This restaurant usually offer good services in relation to delivery on food items and those
services are usually rendered to the customers within stipulated time as well as
requirements (Šerić, Gil-Saura & Ruiz-Molina, 2014)
 They have certain special offers like sometimes they conduct ‘happy hours’ during which
guests are served with delicious food and drinks and also music and entertainment
programs are held inside the restaurant bar in special seasons that help to attract good
number of customers
 They are continuously developing global tie up with other branches of the restaurant that
are spread in other parts of the country
Threats
 Most of the special dishes like pizzas, chops and famous Italian dishes that are prepared
by the restaurant, those recipes are coming to the platform and its competitors are
adopting those processes to prepare similar kinds of those dishes as a result the restaurant
is facing tough competition in the market.
 Certain policies of government that are mostly unfavourable are having an impact on the
restaurant business.

Conclusion
Therefore from the above discussion, marketing analysis on the restaurant ‘Twins on The
Village’ can be easily made by considering several forms of analysis on the information that
has been gathered all this while. This would help to prepare future strategies as well as
recommendations in order to improve standards of food items and services provided to the
customers.

Reference List
Francioni, B., Vissak, T., & Musso, F. (2017). Small Italian wine producers’
internationalization: The role of network relationships in the emergence of late
starters. International Business Review, 26(1), 12-22.
Büschken, J., & Allenby, G. M. (2016). Sentence-based text analysis for customer reviews.
Marketing Science, 35(6), 953-975.
Šerić, M., Gil-Saura, I., & Ruiz-Molina, M. E. (2014). How can integrated marketing
communications and advanced technology influence the creation of customer-based
brand equity? Evidence from the hospitality industry. International Journal of
Hospitality Management, 39, 144-156.
Napolitano, A. (2018). Image Repair or Self-Destruction? A Genre and Corpus-Assisted
Discourse Analysis of Restaurants' Responses to Online Complaints. Critical
Approaches to Discourse Analysis across Disciplines, 10(1).