The Promotional Strategies Adopted by Parkers

Title
MBA Dissertation
PGBM73 - Dissertation (London 2016-17 TRM2 JL9)
Title
Supervisor:
Master of Business Administration
by xxx
Registration No:
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Academic Year 2016-2017
PGBM73 - Dissertation (London 2016-17 TRM2 JL9)
University of Sunderland London Campus
Copyright University of Sunderland London Campus, no part of this publication may be
reproduced without the prior written permission of the copyright owner
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Abstract:
This research is aimed at evaluation of the effectiveness and appropriateness of the
promotional strategies adopted by Parker’s and Switch restaurants in the UAE. Promotion is
an essential element of the overall marketing mix and aims to inform, educate, persuade and
remind the consumers about the company offerings through different means. Various
measures of effectiveness and appropriateness have been considered. However, given the
resource limitations of small and medium enterprises, it has been suggested that consumer
decision-making model should be used in devising promotional strategies. It should be seen
that the different tools such as advertising, personal selling and others influence the various
stages of the decision making process of the consumers to a great extent to influence their
decisions. Hence, a qualitative study is being proposed in which the customers of the
restaurant would be surveyed about the various promotional tools that they were exposed to
and how it impacted their decision.
The findings of the research suggest that in order to establish business within the hotel
industry of UAE, it is essential to conduct proper market analysis by investigating upon the
external business environment. The marketing strategies of hotel industry is dependent upon
the performance of the tourism department in UAE and their ability to deal with the
challenges in the business environment.
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APPENDIX 7 - DISSERTATION (PGBM73) DECLARATION
Statement of Originality and Authenticity
I confirm that the dissertation I am submitting is an original and authentic piece of work
written by myself that satisfies the University rules and regulations with respect to Plagiarism
and Collusion. I further confirm that I have fully referenced and acknowledged all material
incorporated as secondary resources in accordance with the Harvard system.
I also certify that I have taken a copy of the dissertation, which I will retain until after the
Board of Examiners has published the results, and which I will make available on request in
pursuance of any appropriate aspect of the marking and moderation of the work within the
University Regulations.
Name:
Registration Number:
Programme:
Study Centre:
Date:
Please note that Dissertations will not be assessed without the inclusion of this decla-ration
by the student
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Please note that Dissertations may not be assessed without the inclusion of electronic copies
which may be submitted through the ‘turnitin’ software to check for authenticity.
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Table of Contents
Chapter 1: Introduction:.........................................................................................................9
Background and context:................................................................................................................9
Rationale of the research:.............................................................................................................10
Aims of the research study:..........................................................................................................11
Objectives of this research study:................................................................................................11
Research questions:.......................................................................................................................11
Structure:.......................................................................................................................................12
Chapter 2: Literature Review:..............................................................................................13
Promotional mix:...........................................................................................................................13
Advertising:...................................................................................................................................14
Personal selling:..........................................................................................................................14
Sales promotion:.........................................................................................................................15
Public relations:..........................................................................................................................16
Measurement of effectiveness and appropriateness of promotion strategies (mix)..................17
Decision making framework (......................................................................................................18
Philip kotler theory in promotional marketing:.........................................................................19
4Ps – Philip Kotler Theory:........................................................................................................19
Branding tools and promotional strategy:...................................................................................23
Advertising:................................................................................................................................23
Interactive/ Internet marketing....................................................................................................26
Reputation Advertising:..............................................................................................................27
Promotional marketing activities by restaurant businesses:......................................................27
Parks and switch restaurants promotional strategies:...............................................................31
Effectiveness and appropriateness of promotion strategy:........................................................31
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Chapter 3: Research Methodology.......................................................................................35
Research Study Scenario:.............................................................................................................35
Inductive approach:.....................................................................................................................35
Deductive approach:...................................................................................................................36
Mixed Approach.........................................................................................................................36
Quantitative research methods....................................................................................................37
Qualitative research method :......................................................................................................37
Research Philosophy.....................................................................................................................38
Research design.............................................................................................................................39
Population Frame:........................................................................................................................40
Sample Size:...................................................................................................................................40
Instrument Development:.............................................................................................................40
Researching strategy:....................................................................................................................41
Investigation:.................................................................................................................................41
Sampling:.......................................................................................................................................41
Data Collection:.............................................................................................................................42
Data Analysis:................................................................................................................................43
Ethical issues and validly..............................................................................................................43
Research Limitations:...................................................................................................................43
Conclusion:....................................................................................................................................44
Questionnaire and Survey data:...........................................................................................45
Chapeter 4: Data presentation..............................................................................................48
Results and Discussions:...............................................................................................................63
Correlation results.......................................................................................................................63
Regression analysis.....................................................................................................................66
Chapter 5: Conclusions and recommendations...................................................................72
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Chapter 6: Personal Development........................................................................................76
Recommendations for the restaurant industry in UAE:............................................................77
Bibliography...........................................................................................................................80
Appendix 1 – Research proposal..........................................................................................86
Appendix 2..............................................................................................................................87
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