This marketing analysis focuses on Taco Time Restaurant's situation analysis, marketing concept, SWOT analysis, market research, competitive assessment, the four P's, product lifecycle, recommendations, sales promotion, advertising, socially responsible marketing, social media, and personal selling.
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Running head; marketing1 Marketing Student name Institution affiliation
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Marketing2 Table of content Situation Analysis3 Marketing Concept3 Analysis4 Research analysis5 Competitive Assessment6 The Four P’s6 Product Life Cycle7 Recommendation7 Sales Promotion8 Advertising8 Socially responsible marketing8 Social Media9 Personal Selling9 Reference10
Marketing3 Situation analysis Taco time restaurant is close in dominating the market inthe Mexican restaurant chain in Canada, despite it being surrounded by many competitors such asBurger King, McDonald's and Wendy's.(Ahmed, 2015)The company offers quick Service Restaurant (QSR) segment of the restaurant industry, operating small food court outlets and drive-through in a strip mall. But the company needs to expand its business and achieve the stated goal of dominating the Mexican restaurant chain in Canada.(Ang, 2018)To archivethe company’s president wants to launch a campaign, the campaign will be more of rebranding the company as a provider of authentic Mexican food rather than simply first food.in the current situation, the company president has investigated and noticed that through a rebranding of the company and changing its service to offering authenticated food the company will increase its customers and also its sales. The company has grown externally since Pattenden bought the company from his father.(Sargeant, 2016) Marketing concept The marketing concept is whereby the organization studies and analyzes the need of the customers and tries to satisfy those needs. Taco Times Company launched research which included a customer focus group held in the spring and summer of 2002.(Dadzie, 2017)The participant of the eventwas asked what came on their mind when they thought of Mexico, food shared top billing with sunshine, beaches, and tequilathe answers that were given by the participant revealed that there was a huge market out there for authentic Mexican food which the restaurant didn’t realize.(Fan, 2015)This marketing concept was very important because the company had learned onwhat the consumers need in order to be satisfied, apart from the proposal of offering authenticated food instead of fast food the company learned that most of the
Marketing4 company’s consumer dislike the means that the company uses when serving the customers. The focus group suggested that when food is served using plastic plates rather than wax papers it implied that really the food is authentic and of good quality.(Awan, 2015)Through thisstudy, the organization had learned what the consumers need and what to be improved in order to achieve the organization goal. SWOT Analysis StrengthsWeaknesses -producing high-quality products - the company is already settled -it provides food at a cheaper cost - the new branding of the company will increase its customers -has good managers - packaging -delays in delivery - the brand of the company -number of workers OpportunitiesThreats -There no many fast foods offering restaurants around -Most of the population like authenticated food -There is a gap in the delivery of packed food -use of online marketing -lack of disposal mechanism -competition in the real meal value market -company offering typical fast food
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Marketing5 -affordable product hence raising demand Market research Taco time’s organization held series of customer focus groups situated in the spring and summer in 2002, this was used as means of identifying how the customers perceiveMexico, and food shared top billing with sunshine, beaches, and tequila.(Wu, 2018)They were askinga random question to learn how their customer perceives the food they offer in their restaurant. They were shocked by the findings, the company thought that there is the only market for their fast food but later after the research they learned that there was a high demand for the authentic food, despite the food costing a bit high in terms of price than what the company was offering it had a high demand.(Ang, 2018)In theirresearch, the company learned that plastic plate was better when serving food that the waxed plate. When served using the plastic plate it signified that the food was of good quality.The company also launched a new campaign which uses radio; the campaign was running for 48 weeks with a saturation of 30-second spots on one station in each market that best reaches the company target demo of people 18 to 49.(Van Velsen, 2017) Through this campaign, the company learned that there was a need for a typical fast food restaurant. This is because there was a restaurant that was offering typical fast food; they got the message from a girl at a party. Competitive assessment
Marketing6 Taco time restaurant is faced with competition from two QSL giant, these giants are McDonald's and Wendy their companies are involved in the same industry ,(Lovelock, 2015) they offer almost the same services to customer the difference is the two giant companies settled first and gained market first comparedto taco time restaurant another advantage the two giant companies have is thatthey have gained popularity over time compared to taco time company, the two giant companies are faced with the lack of aggressive manger as found in taco time restaurant , the companies have not conducted any campaign to learn how the needs of the new market.(Fan, 2015)Taco time restaurant hasan advantage over the two giant because it is exploring new markets and its aim is to dominate the markets. Four Ps The four Ps includes helps in making a choice one the organization wants to bring new product in the market. Hence the four Ps helps the organization to define its marketing options in terms of price, product, promotion, and place so that it offers and meets a specific customer need or demand.(Fan, 2015)They include price, product, place, and lastly promotion, Taco time restaurant should be able to set the price in which it will sell its new targeted product, where to place its stores, and the authentic food that the company is targeting and lastly how will the company promote its new product in the market.(Dadzie, 2017)During the restaurant focus group the companylearned that there is a market for authentic food, this was the new product. Hence the company had to come up with a model to fix the price of the new product and launch a campaign for promoting its products.(Sargeant, 2016) Product lifecycle
Marketing7 Product life cycle is the concept whereby the product is thought of implemented, and it reaches the target it was set, Taco time product lifecycle started when the company realized that there was a market for authenticated food. First, the company was offering fast food. Hence the owner of the restaurant thought of providing authenticated fast food due to the fact that there was a readily available market and its earning were high compared to the current products the company was offering.(Ahmed, 2015)The restaurant is on the intermediate product life cycle in expanding its business in Toronto, America, and part of Canada the owner is hoping to fulfill his dream of transforming a little taco franchise into Canada's largest Mexican restaurant chain offering authenticated food.(Ariffin, 2017) Recommendation Although the organization is faced with competition from well-settled business, taco time restaurant should take a position of pursuing their dream of becoming Canada largest Mexican restaurant chain offering authenticated food, the idea of opening 50 to 70 stores in Toronto in very short period of time should be implemented because the organization will expand create more awareness of its product, this will also increase sales and be able to beat its rivals from the market.(Wu, 2018)The company shouldcontinue with rebranding the restaurant with will attract customers and create awareness also. Sales promotion
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Marketing8 Elements of sale promotion that can be used by to time restaurant are consumer sale promotion and trade sale promotion; an example is whereby the company offers a discount when selling their product hence increasing sales the company also can create awareness by promoting sales in the promotion explores and also brand its layout.(Dadzie, 2017) Advertisement The two types of advertisement elements the company can use are visual impact and perfect placement, when someone sees an attracting advert he/she will tend to explore more of the product hence by creating visual impact the company will be able to gain customer in their competing market, the placement of the advert should in a strategic place where consumers can view the advert.(Sargeant, 2016)Example taco time restaurant by branding and mounting posters on its wall attracted customersthis sign that the two elements are applicable in attracting consumers. Socially responsible market The two social responsible market elements should be taken into consideration are economic and ethical, the restaurant should strive to maximize the income of the shareholder and also should operate with thesociety expects, as seen earlier consumers prefer served using plastic plates rather than a waxed plate.(Dadzie, 2017) Social media The organization should take into consideration both listening and engagement elements in social media this by listening to the consumer's needs and requirements engaging them in order to satisfy the consumer fully, for example, taco time company engaged with the consumer in a campaign and learned that there is a high demand for authentic food.(Wu, 2018).
Marketing9 Personal selling one element that should be taken into consideration when it comes to personal selling is knowledge of the market, example the taco time restaurant launched a campaign of promoting its product and learned that there was a need of offering typical food.(Ariffin, 2017) References Ahmed, S. &. (2015).The effects of the marketing mix on consumer satisfaction.retrieved from www.apers.ssrn.com. Ang, C. &. (2018).The Impact of Marketing Mix 4Ps and Consumer Behavior toward Purchase Decision of Adidas Products.obtained from publication.petra.ac.id. Ariffin, H. F. (2017). Restaurant’s atmospheric elements: what the customer wants.Journal of Asian behavioral studies, 85-94.
Marketing10 Awan, W. A. (2015).The impact of marketing mix (5 Ps) elements on sales of UPS: A case of Karachi Market–Buyer’s perspective.retrieved from www.vfast.org. Dadzie, K. Q. (2017). How Firms Implement Marketing Strategies in Emerging Markets: An Empirical Assessment of The 4A Marketing Mix Framework.Journal of Marketing Theory and Practice, 234-256. Fan, S. L.-3. (2015).Demystifying big data analytics for business intelligence through the lens of the marketing mix.Elsevier. Lovelock, C. &. (2015).. Services marketing.obtained from booksgoogle.com. Sargeant, A. &. (2016).Marketing for nonprofit organizations.Routledge. Van Velsen, J. (2017).The extended-case method and situational analysis.Routledge. Wu, Y. L. (2018).Marketing mix, customer value, and customer loyalty in social commerce.retrieved from www.emeraldinsight.com.