Marketing Analysis and Strategies for Unsung Restaurant Business

This report provides a comprehensive marketing analysis for Unsung Restaurant. It begins with a SWOT analysis, identifying strengths (diverse cuisines, quality service), weaknesses (newness, limited funds), opportunities (health consciousness, Asian food culture), and threats (competitors, economic downturn). The report then outlines growth strategies leveraging strengths and opportunities, addressing weaknesses and threats. It includes competitor analysis, examining their strengths and weaknesses, and assessing the impact on Unsung. The report details promotional and advertising strategies for the next 12 months, including social media campaigns, collaborations with review sites, and leaflet distribution. Furthermore, it identifies opportunities for business success, emphasizing the importance of health-conscious offerings, cost restructuring, and online marketing. Finally, the report presents a detailed marketing mix (product, price, promotion, place) with specific strategies for each element, aiming to satisfy target customers, maintain competitiveness, and increase brand awareness. The report references various academic sources to support its analysis and recommendations.

MARKETING
Question 3:
Using the Strengths and Opportunities from your SWOT analysis, identify and
explain the strategies to develop future areas of growth for your business.
Outline how you plan to address each of the Weaknesses and Threats
The company has a variety of cuisines with excellent quality service and the same
may be utilised in future to establish the brand value in a structured manner. In the
backdrop of increased health consciousness among the people of the country, it may
be stated that the restaurant can focus on the nutritional diet and healthy food
products and hence achieve a competitive advantage in the market. Since the
products have nutritional value more than the others the same may be effectively
promoted in the market. In addition, the company may have the opportunity to
spread Asian food culture in the country. Since Australia is a multicultural country,
the promotion of flavour of Asian cuisines may be a feasible approach for them to
adapt and people will be ready to accept the same if marketed efficiently (Halim and
Halim, 2019).
On the contrary, it may also be observed that the restaurant is relatively new in the
competitive market and therefore has a limited fund. In the backdrop of high food
cost. it may be difficult for them to sustain in the market and the same may pose a
critical challenge for the management. In addition, the fact that the restaurant is
locally popular without having any national presence, it will be difficult for them to
cope up. Large players in the market especially in the backdrop of the downfall of
current economy and outbreak of COVID-19 scenario, the company may need to
revisit the cost structure, identify any redundant cost in the operation in order to
nullify the same and make the structure more efficient through a complete business
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process reengineering. Besides, the company may focus on online promotion which
is a comparatively cheaper source of marketing than that of offline medium like a
handout, Billboard, hoarding, leaflet etc. In doing so, the company will be able to
curtail marketing cost as well which will positively affect bottom-line of the business.
As a result, the company will be able to retain good Chefs which is presently a threat
for the restaurant especially in the context of higher attrition rate prevailing in the
given industry segment (Gupta, 2019).
Question 4:
Include any direct effect and indirect effect competitors may have on your
business
In a competitive market, it will be extremely important for the management to perform
a competitor analysis. In the case of a given restaurant, it may be observed that the
competitors have their strengths and weaknesses. An appraisal of the given
information set may reveal the following impact each and every competitor may have
on the business:
 Orana is a highly reputed brand in the market but the high price is similar to
that of the restaurant. However, its good position may cause concern for the
management of the restaurant because the Unsung restaurant is located
almost 16 kilometres away from the city.
 Hentely Farm is far from the city with a high reputation and their own farm
ingredients that make them more attractive to health-conscious customers.
 Windy Point has a great position that may affect the business of Unsung if
compared; however, the requirement of formal dress code at Windy may be
conceived to be an advantage for Unsung as the restaurant does not have
any such requirement.
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 Botanic Garden has a great position; however, the food reviews are different
and that is why Unsung stands out here as well.
Considering the aforesaid analysis, it may be stated that Unsung may need to
concentrate on capitalising weaknesses and benchmark the strengths of its
competitors. It may be noted that most of the restaurants enjoy a high reputation
which is almost similar in the case of Unsung as well. However, a good position is
another critical success factor for them that Unsung misses out presently and
therefore the management of Unsung may need to concentrate on opening a branch
or store within the city with great position and for that related strategic planning, may
need to be performed accordingly (Lee, Hallak and Sardeshmukh, 2016).
Question 6:
What strategies do you have for promoting and advertising your
products/services in the next 12 months?
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Planned
promotion
type
Expected business improvement Cost
($)
Target
date
Social media
campaigning
and event
design
 The company will promote its food
products exclusively through social media
page like Facebook, Instagram etc.
 Also, the company will promote order
booking through its corporate websites
and for the purpose necessary planning
and budgeting may need to be performed
accordingly.
 It has been observed that presently online
food delivery and order booking is
becoming increasingly popular across the
world and Australia is also no exception to
the same. Attracting customers to the
restaurant through online media is one of
the most widely used promotional methods
(Hebden, King, Grunseit, Kelly and
Chapman, 2011).
5,000
one
time +
500
p.m.
6 months
[Oct 2020]
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Planned
promotion
type
Expected business improvement Cost
($)
Target
date
Collaboration
with
TripAdvisor,
Zomato etc.
 Since the company targets tourist group
having disposable income and a moderate
level of economic strength, the company
will plan and collaborate with TripAdvisor
for the rating and getting the leads from
them in terms of tourist booking.
 It is needless to mention that the effort will
bring more tourists to the restaurant and
accordingly top-line of the business will
increase considerately.
 Similarly, the collaboration with review
websites like Zomato will help the
business to build a strong customer base
through brand building.
2,000
one
time +
250
p.m.
4 Months
[Aug
2020]
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Planned
promotion
type
Expected business improvement Cost
($)
Target
date
Distribution
of hangout
leaflet etc.
 Since the business is localised, the
physical distribution of handout in local
areas may be performed.
 Also, the leaflet will let the customers
know about any upcoming event, discount,
special menu, offers, and food programs
accordingly.
 This initiative will help the brand to
enhance the interest of the target
population to the restaurant (Food and
Council, 2018)
500
p.m.
6 months
[Oct 2020]
Question 7:
Based on your competitor analysis, identify and analyse the opportunities for
your business to succeed. Describe the potential for growth available for the
business. Determine the Position (where the business fits in) in the current
market. State your current business position and where you expect the
business to be in 12 -18 months
The market is extremely competitive and most of the large players have a very good
position with high brand value. However, the business targets the premium segment
and also enjoy a significant amount of satisfied customer base in the industry. In the
context of increasing health consciousness among the customers, it becomes critical
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for the management to design offering such a manner that the health-related issues
are taken care of in the strategy sets of the business and accordingly the food
offering shows healthy food products for the customers (Lepkowska-White, 2017).
Presently, the company is small and localised and considering the respective
geographical position of the competitors of the business, it is critical for the
management also to consider the opening of branch or division of the restaurant
within the city to attract more prominence from the tourists and affluent and rich
persons from the city. As a result, the top line will increase considerably. In addition,
it may also be stated that presently the high food cost of the company may conceive
to be a detrimental fact in a competitive market for the long run and therefore effort
should be taken to restructure the cost, identify redundant cost and eliminate the
same to redevise cost structure efficiently. In addition, the focus on online marketing
will enable the management to reduce marketing cost considerately. Therefore, the
company will be able either to decrease the high food price or to increase marketing
cost or a combination of both (Mahmud, 2017). If all these suggestions are applied, it
may be stated that the company will be able to achieve sustainability in its operation
and financial health as well as brand value perspective in the industry in the long run
in a most efficient manner within a period of next one to one and half year.
Question 8:
Briefly explain the Marketing Mix to be used for the business to satisfy the
needs of the target customer group. Consider how you will maintain
competitiveness? How will the business increase awareness of its brand in the
market? List objectives and strategies for each of the 4 P’s of marketing for
your business (Product, Price, Promotion and Place). A minimum of 4
strategies for each objective
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Product
The product will be healthy with high food value and nutritional value. The
ingredients will be domestically sourced from the farm.
Strategy
 Use of own farm ingredients will be made.
 Focus on the nutritional value of the product will be made.
 Consultation with a nutritionist for the purpose of menu development will be
performed
 Consultation with Chefs for the purpose of cooking will be performed
(Malhotra and Singh, 2020)
Price
The price will be slightly reduced for some food items and there will be differential
pricing strategy for tourists, local residents as well as rich businessman arranging for
any specific party etc.
Strategy
 Customer mapping will be performed in terms of a food item or service
requirement
 Pricing strategy should be linked with an operational strategy so that loss
situation can be avoided
 Pricing strategy should follow benchmarking with what other components are
doing to avoid customer loss
 Pricing should consider the locational element as well, after opening a new
branch in the city
Promotion
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Focus on social media promotion will be made. Along with the same offline
promotion will be kept limited.
Strategy
 Tie-up with TripAdvisor will be performed
 Tie-up with Zomato will also be performed
 Social media promotion will be done through SEO experts
 Printed literature will be distributed consistently under monitoring and strict
supervision
Place
The distant location will be promoted through handout and leaflet distribution locally.
Along with the same, the new branch will be opened within one year in the City.
Strategy
 A cost-benefit analysis will be performed for opening a new branch in the City
 Necessary financing will be arranged in next 1 year
 For the local resident, physical promotion in the form of handout and leaflet
distribution will be made
 The ambience of the to-be opened restaurant will be benchmarked with that of
the ambience of city-centric competitors (Alonso and Mariani, 2017)
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References
Alonso, A.D. and Mariani, S., 2017. Complexity, change and the restaurant business:
a case study from Montevideo, Uruguay. International Journal of Leisure and
Tourism Marketing, 5(4), pp.351-369.
English, P. and Fleischman, D., 2019. Food for Thought in Restaurant Reviews:
Lifestyle journalism or an extension of marketing in the UK and Australian
newspapers. Journalism Practice, 13(1), pp.90-104.
Food, A. and Council, G., 2018. AUSTRALIAN QUICK SERVICE RESTAURANT
INDUSTRY INITIATIVE FOR RESPONSIBLE ADVERTISING AND MARKETING TO
CHILDREN.
Gupta, M., 2019. A Study on Impact of Online Food delivery app on Restaurant
Business special reference to Zomato and Swiggy. International Journal of Research
and Analytical Reviews, 6(1), pp.889-893.
Halim, K.K. and Halim, S., 2019. Business Intelligence for Designing Restaurant
Marketing Strategy: A Case Study. Procedia Computer Science, 161, pp.615-622.
Hebden, L.A., King, L., Grunseit, A., Kelly, B. and Chapman, K., 2011. Advertising of
fast food to children on Australian television: the impact of industry self‐
regulation. Medical Journal of Australia, 195(1), pp.20-24.
Lee, C., Hallak, R. and Sardeshmukh, S.R., 2016. Innovation, entrepreneurship, and
restaurant performance: A higher-order structural model. Tourism Management, 53,
pp.215-228.
Lepkowska-White, E., 2017. Exploring the challenges of incorporating social media
marketing strategies in the restaurant business. Journal of Internet
Commerce, 16(3), pp.323-342.
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Mahmud, T.U., 2017. Inbound marketing for a small business such as a restaurant
and cafe.
Malhotra, R. and Singh, J., 2020. To Study the Demand Drivers For Growth of Food
Delivery Business in India Through Online Apps and Its Effect on Indian Restaurant
Business. Our Heritage, 68(30), pp.12547-12554.
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