Coventry University: Z14MAN Marketing Guide for Voujon Bari

This report serves as a comprehensive marketing guide for Voujon Bari, addressing key aspects of business marketing. It begins by introducing various marketing techniques, such as paid advertising, relationship marketing, and word-of-mouth, along with their respective benefits and limitations, tailored to the restaurant's business model. The report then delves into the significance of market research, illustrating how it enables the organization to understand and target specific customer groups effectively. It emphasizes how market research aids in risk assessment, customer satisfaction, and the identification of competitive advantages, including the importance of menu diversification. Furthermore, the report explores the impact of cultural differences on marketing messages, highlighting the need for a culturally sensitive approach to avoid potential issues. It underscores the importance of STP analysis (Segmentation, Targeting, and Positioning) to adapt marketing strategies to diverse markets. The conclusion summarizes the key findings, emphasizing the need for continuous market research and culturally sensitive messaging to sustain and improve Voujon Bari's performance in the competitive market.

MARKETING FOR BUSINESS

Contents
INTRODUCTION...........................................................................................................................3
Different marketing techniques, along with their limitations, that could be applied to explain
the role of marketing....................................................................................................................3
How market research could help the organization explain how and why groups of customers /
consumers are targeted................................................................................................................4
The cultural differences that can impact the effectiveness of the marketing messages..............4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Business marketing is a marketing practice of individuals or organizations. It allows them to sell
products or services to other companies or organizations that resell them, use them in their
products or services or use them to support their works. It is a way to promote business and
improve profit too Sheikh, Shahzad, Ishaq, (2017).
Different marketing techniques, along with their limitations, that could be applied to explain the
role of marketing.
The role of marketing is to focus on promoting the business and mission of the company. it is
important for the company to remember that their strategy of marketing will represent their
business.
There are different forms of marketing available to business through which they can promote
certain aspects of business. There are benefits of this factor and limitations as well. Businesses
such as Voujon Bari needs to analyze the form of marketing suitable as per their model and
enable it in a perfect manner Yang & Gabrielsson, (2017).
Paid Advertising-
With the help of this form company has to work with different mediums such as TV or
print media. This was the old methods, new methods involves internet. The benefit of this
method is that company can target wide audience. Limitation for this medium is that it turns out
to be very expensive for the business Seidlova, Poživil & Seidl, (2019).
Relationship Marketing-
This form of marketing focuses on the strategy through which they can create more
customers. Other than this they focus to enhance their relationship with their loyal customers.
This method is most suitable for restaurant business of Voujon Bari. The limitation of this
method is that the process of making or keeping relations with customers consumes time and if
not done in a well manner then it can affect their business Kemper, Hall & Ballantine, (2019).
Word of Mouth-
In order to claim this form of strategy business needs to offer superior quality of service
which will automatically make the customer their advocates and they will get free promotion
from them. Only limitation is that if the word of mouth turns out to be negative then they won’t
be able to survive in the market Iankova and et.al., (2019).

How market research could help the organization explain how and why groups of customers /
consumers are targeted
There are many ways in which by conducting the research of market business can change
their profile and come up with better offerings. By conducting the research of market they can
prepare for the upcoming risks. Also with this they will be able to keep their existing as well as
new customers satisfied as per their needs which will maintain the consistency of sales. They
need to add more and new items in their menu which keeps it intriguing for their people. Also
with the help of this research they will be able to evaluate and gather the insights in the area in
which Voujon Bari is lacking. Also with the help of research they will be able to find a way to
outsell other key players by finding their reasons of success. In order to increase their base of
customers businesses such as Voujon Bari needs to target every bit of group of customers. They
deal in food market which makes every group of customer their target audience. They believe
that if they target them on geographic basis they will get a wide share in the market and if they
target them on the basis of psychology then they will have to target only a specific group of
customers and that is why they want to increase their base of customers by establishing their
name so that they can increase their value in the eyes of customers and increase their profits
Gunelius, (2018).

The cultural differences that can impact the effectiveness of the marketing messages
It is important for the management of Voujon Bari to remember that one message for
promotion will not be suitable to all the areas they serve in. they can also assess this with the
help of the research of market and prepare their strategy on the basis of that. This will make it
easier for them to make a place in different markets other than their home. There are many
barriers relating to culture which can affect the business because even a small local culture can
leave a huge impact on their message. This is why it is important to perform a STP analysis of
the market and prepare the message on the basis of that. It will be helpful for them if they
segment the market, then target and ten position their business. This is because they will have to
look for proper use of language, values of people, their religion and its customs. Marketers of the
restaurant even need to keep the subcultures of people in mind the difference of view on political
measures and different areas. It is better if they just work on making new messages for every
country they serve in so that they do not get into this situation and face any negative heat against
the business Blachetta & Kleinaltenkamp, (2019).

CONCLUSION
From the above studies it has been assessed that Voujon Bari needs to make changes in
their methods if they want to survive in this market for a long period of time. It is important that
they continue their research of market consistent so that they can work with new approach to
target people and keep their performance stable. Also the management of the business need to
check the message so that it does not hurt the emotions of people.

REFERENCES
Books and Journal
Blachetta, M., & Kleinaltenkamp, M. (2019). Dispersion of marketing activities in business-to-
business firms. Journal of Business & Industrial Marketing.
Gunelius, S. (2018). Ultimate guide to email marketing for business. Entrepreneur Press.
Iankova, S., and et.al., (2019). A comparison of social media marketing between B2B, B2C and
mixed business models. Industrial Marketing Management, 81, 169-179.
Kemper, J. A., Hall, C. M., & Ballantine, P. W. (2019). Marketing and Sustainability: Business
as Usual or Changing Worldviews?.
Seidlova, R., Poživil, J., & Seidl, J. (2019). Marketing and business intelligence with help of ant
colony algorithm. Journal of Strategic Marketing, 27(5), 451-463.
Sheikh, A. A., Shahzad, A., & Ishaq, A. K. (2017). The growth of e-marketing in business-to-
business industry and its effect on the performance of businesses in Pakistan: Marketing
success. International and Multidisciplinary Journal of Social Sciences, 6(2), 178-214.
Yang, M., & Gabrielsson, P. (2017). Entrepreneurial marketing of international high-tech
business-to-business new ventures: A decision-making process perspective. Industrial
Marketing Management, 64, 147-160.