International Strategic Marketing Report: Heaven Restaurant Analysis

This report provides a comprehensive analysis of the marketing strategies employed by Heaven Restaurant and Bar in Kigali, owned by Alissa Ruxin. It begins with an introduction to international strategic marketing and defines the scope of the case study. The main body of the report delves into Heaven's marketing strategies, including the STP model (segmentation, targeting, and positioning) and the marketing mix (product, price, place, and promotion). The report evaluates the sustainability of these strategies and identifies both macro-environmental challenges, such as political, social, and economic factors, and micro-environmental challenges, including skill development, funding, and staff experience. The report also discusses the management of these challenges and the restaurant's long-term aims. The report concludes with an evaluation of the marketing strategies, challenges, and potential future directions for Heaven Restaurant.

INTERNATIONAL
STRATEGIC MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
The marketing strategy of Heaven.........................................................................................3
The sustainability of the marketing strategy..........................................................................5
Three macro environmental challenges faced........................................................................5
Other challenges in micro environment.................................................................................6
Management of these challenges............................................................................................7
Long term aim of the business................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is defined as the strategy which is used by different companies in order to
generate awareness about the product and services of the company. International strategic
marketing refers to as the use of different marketing principles and techniques which the
company uses in order to market and promote the products and services in the international
market. The present case study is based on the case study on Heaven restaurant and bar which is
situated in Kigali. The restaurant is owned and managed by Alissa Ruxin who is an American.
The report focuses on the marketing strategy used by the restaurant and the evaluation of the
marketing strategy (Morschett, Schramm-Klein and Zentes, 2015).
In this report discussion will be done that whether the strategy is sustainable or not for the
restaurant. Further, the assignment will discuss about the macro environmental challenges which
the Heaven faced. Also, along with this a discussion on the different micro environment
challenge will be done. In the next part how the restaurant was able to manage the challenges
will be discussed and evaluated. In the end the long term plans of Heaven restaurant will be
discussed and an evaluation of the possibilities of the option will be discussed in accordance with
the environment.
MAIN BODY
The marketing strategy of Heaven
Marketing is the promotion of the goods and services of a company in the market so that
the sales and business of the company increases. For marketing of the product it is very essential
for the company to make a marketing strategy to launch the product or the services within the
market. It is so because of the reason that if the marketing strategy will not be good then no
consumer or other person will like the products of the company. Therefore, for Heaven restaurant
and bar the marketing strategy includes two different strategies that is the STP and the marketing
mix. The detailed marketing strategies of Heaven restaurant sre discussed in the following points
below-
STP
Segmentation- this is a strategy where the Heaven decides to segment its consumers on
some common basis. This segmentation is done in order to divide the consumers in some
common groups on the basis of some common characteristics (Moutinho and Vargas-Sanchez,
eds., 2018). These can be many like same age, taste, gender, area and many different

characteristics. The main segmentation used by Heaven while marketing its product
internationally is demographic, psychographic and behavioural segmentation. This is because of
the reason that the consumers relating to same age mostly have same psychology and also their
taste and preference are similar.
Targeting- another step of STP strategy is targeting. Under this strategy the company
after segment target consumers the most suitable group and majorly focus on that. These targets
are selected on the basis of their interest in products and preferences of the consumers
segmented. The target group chosen by Heaven is the international tourist coming, business
travellers, Rawndan professionals and expatriate community.
Positioning- this is a stage where the company decides that where it wants to position its
products and services so that the target consumers can avail the goods and services and satisfy
their needs (Kampouri, Plakoyiannaki and Saridakis, 2016). This is done by company identifying
its unique selling points and drawing a position map so that the goods are positioned in
accordance with the needs of the consumers.
Marketing mix- this is another marketing strategy which is used by the Heavens
restaurant and bar to sell its products and services. The detailed marketing mix of Heaven
restaurant is discussed in detail in connected points below-
Product- this refers to as the main thing or the good in which the company deals. These
are the main attractions for the consumers and the main reason behind the business of the
company. Thus, if the product will not be there then how the business will run. Therefore, the
product of Heaven restaurant if the wide variety of foods and drink that are available for the
consumer. Now the product range also includes the services that the restaurant is providing for
educating people through its training programmes.
Price- The price is the essential part of running of the business. If the prices are very
high then not much consumers will come to the place and if the price will be too low then the
company will not earn profit. Therefore, it is very essential for the company to fix the price very
carefully. Here, Heaven restaurant plans its price to be very nominal that not very too low and
not much high. Thus the prices of the restaurant is fixed somewhere in between that is the mid
price (Hassan, Nadzim and Shiratuddin, 2015).
Place- Here in case of Heaven the place of the restaurant is located in three streets distant
from the popular Mille Collins which is a four star featured hotel in Hollywood blockbuster. It is

very essential for the hotel to place the hotel in such area that is more convenient for all the
consumers to come and mainly the target consumers.
Promotion- this refers to as promoting the goods and services of the company so that
more of the consumers get knowledge of the good and services provided by the company.
Without the promotion no company can work (West, Ford and Ibrahim, 2015). Therefore, it is
very necessary for the Heaven restaurant to promote the goods and services of the hotel so that
more of the consumers get knowledge of the hotel and its services. The promotion of the hotel is
very low and the restaurant promotes its hotel by providing large booking and getting affiliated
with the tour operators.
The sustainability of the marketing strategy
The marketing strategy is the used by company to manage environmental challenges
which they faced in developing nation. Therefore, it is the fact that these strategy needs to be
accurate and sustainable. This is because of the reason that if the marketing strategy will not be
sustainable then it will not be successful within the market. The strategy for marketing the goods
and services the Heaven restaurant uses STP and marketing mix which is very helpful for the
restaurant to apply (Kodrat, Supiyandi and Mesran, 2018). These strategies are sustainable as
these two strategies cover all the aspects of marketing. This is sustainable as it selects the target
of the consumers on their own in accordance with the requirement of the goods and services of
the restaurant.
The hotel finds a balance between what the consumers require and what all the things are
provided by the company is checked by the company with help of targeting and positioning. Also
the prising strategy adopted by the hotel is sustainable as the price is medium then this will
attract more of the consumers. This is because of the reason that if the hotel charges high price
then the consumers will not like the place and if the hotel charges low price then the consumers
might feel that the place is of low quality and will not prefer to go to such place.
Heaven marketing strategy is quite different from the other companies in existing
market., they focus on environmental sustainability rather than the another things. They promote
its business through digital media with less paper .
Three macro environmental challenges faced
The business exists in the business environment which is very dynamic and frequently
changing and thus the company is impacted by these changes very much either in positive or in

negative way (Štefko, Kiráľová and Mudrík, 2015). The major environmental challenges which
owner of Heaven restaurant faced are as follows-
Political factors- these changes refer to as the changes within the political structure of the
country where the business exist. There are many changes in the fiscal policies of the
government which impacts the working of the hotel to a great extent. Also, another problem of
the political sector is that the taxes are very high which the hotel has to pay at any cost if it wants
to run the business (Nyuur, Brecic and Debrah, 2018).
Social factors- these are the factors which relates to the attitude, behaviour, beliefs and
values of the people living in the society. This factor is a major challenge because of the reason
that if the products and services of the restaurant and the working pattern of the restaurant is not
good and in accordance with the thinking and custom of the society people then this will not be a
good thing. The major societal challenge is that the restaurant is run a woman and this concept of
woman running the business is not favoured by the society. Hence this can degrade the value and
goodwill of Heavens restaurant.
Economical factors- these are the factors pertaining to the changes in the economic
factors within the country. These changes pose many problems for the restaurant. This is because
of the reason that this includes factors like changes in inflation rates, foreign exchange rates,
interest rates and many other related factors (Ananda, Hernández-García and Lamberti, 2016).
Now that there is more inflation at the place of restaurant then the consumers will not prefer
going to the place as they have to much more than the usual time. Therefore, this is the major
challenge for the restaurant.
Other challenges in micro environment
The micro environment pertains to the internal environment that the internal working of
the company or the restaurant. With the changes in the external environment there are also some
cases when the inside working of the restaurant also poses some challenges and difficulties in the
working of the hotel. These challenges are as follows-
Skill development- there is a great requirement for the hotel to plan for the skill
development of the staff and employees of the hotel. This is because of the reason that there are
less schools for the knowledge and courses of culinary and hospitality working. This is the
reason that why the hotel is planning for the training development programme along with the
business of restaurant and bar (Hollebeek, Conduit and Brodie, 2016).

Funding- It is another major problem faced internally by the restaurant, because of this
reason work can be done. hotel is having low money which impacts the on its performance and
business productivity rather than before.
Less experienced staff- this is also a challenge for the hotel at micro environment. This is
because less experienced staff in hotel and because of this they are not able to provide excellent
services to the staff (Nguyen, Melewar and Hemsley-Brown, eds., 2019). Also, for providing
training to these staff the hotel needs to incur cost of training.
Management of these challenges
For successful running of the business the company needs to manage these challenges
very effectively and efficiently. This is because of the reason that if these challenges are not
solved then it will create problem for the restaurant in operating the business. Therefore, for
managing these challenges the first thing initiated by the company is to arrange for the funds to
operate in effective manner. This is because of the reason that for every business requires funds
for operating and running the business. Thus it is essential for Heaven restaurant to arrange for
the funds.
The other thing which the restaurant can do is to train the staff with all the latest
techniques and methods prevailing in the culinary and hospitality sector (Gomes, Barnes and
Mahmood, 2016). Also the company is planning to initiate a planning for the training school so
that the staff and other interested person can learn skills required in hospitality sector.
Also, for the dealing with the social challenges the company can arrange for some
programmes which increase the knowledge and changes the perception of the society residents
relating to woman running the business and ruling the world.
Long term aim of the business
The long term aim of Heaven restaurant is to open a training school along with the
restaurant and the bar. This is because of the reason that the place is having less of the schools
which trains the people interested in the hospitality and restaurant field. The underlying reason
behind this fact is that the restaurant has to provide for the training of the staff of the hotel.
Therefore, it is beneficial for Heaven to establish its own training programme. This is due to the
reason that if it provides for on the job training then this will attract more of the staff and also
will reduce the employee turnover as the employee not know much skills (Ho, Ghauri and
Kafouros, 2019).

But in accordance with the external environment and the requirement of the business this
plan is not viable because of the major reason that there is lack of funds which is not at all a good
sign for starting up of the new business of providing training to the staff. The another point
which leads to failure of this training program is that it needs to hire a lot of expert and
knowledgeable person because they need to share their knowledge with the other less
experienced staff (Francioni, Musso and Cioppi, 2015).
CONCLUSION
From the analysis of the above study it is inferred that marketing is very essential for the
company to exist in this highly competitive market. This is because of the reason that if
marketing will not be good then not much consumers will be attracted towards the company and
its products and services. The present report started by discussing the marketing strategy of the
Heaven hotel which includes the strategy of STP that is segmenting, targeting and positioning
and along with this the application of marketing mix which includes the product, price, place and
promotion. In further, the report outlined the sustainability of these two marketing strategy which
concludes that these strategies are sustainable for development.
It has been summarized that macro factors such as economic, social and political factors
affects business performances and operations. less funding, less experienced staff influence
productivity of company as well as market reputation. Next the steps through which the Heaven
restaurant managed these challenges were discussed which are like arrangement of funds,
recruiting high quality staff and many other. In the end the discussion was made that whether the
initiation of training programme will be viable with the restaurant business or not.

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