Marketing Essentials Report: Analyzing Zylla Restaurant's Strategy

This report provides a comprehensive analysis of the marketing essentials for Zylla Restaurant, a new business venture in the UK marketplace. It begins with a background on the business and its rationale, followed by a SWOT analysis to evaluate its strengths, weaknesses, opportunities, and threats. The report outlines the marketing objectives, which include enhancing sales growth and implementing successful product launches. It delves into market segmentation, targeting, and positioning strategies, including the use of a perceptual map. A comparison of the marketing mix with competitors like McDonald's is presented, alongside a detailed plan for a promotional launch. The report concludes by emphasizing the importance of marketing in creating awareness and achieving a competitive edge in the market. References from marketing essentials publications are included.

MARKETING
ESSENTIALS

Table of Content
• Introduction
• Background of business and rationality of business.
• SWOT analysis
• Marketing objective for business
• Marketing segmentation, Targeting and Positioning
• Perceptual Map
• Comparison of marketing mix
• Design an implement plan for promotional launch
• Conclusion
• References

Introduction
Marketing is very much important for an organization as it assist to reach at large no. of consumers by
aware people about organizational products and services in order to reap important outcomes. In order to
gain potential outcomes organization have to build strong marketing plan by coordinating each and every
attribute. Respective PPT is based on Zylla restaurant which aimed to start a new business in UK
marketplace in order to remain competitive in market place.

Background of business and rationality of
business
For an organization it is very much essential to reap important kind of outputs in order to remain always
competitive in business environment. After conducting research and development it is found that food
industry have large scope in market of UK.

SWOT analysis
For an organization it is very much essential for an organization to evaluate the internal and external
factors which directly impact on their profitability in order to gain profitability and sustainability. In
context of Zylla restaurant, they by evaluating the factors such as Strength, weaknesses, opportunities and
threats that are as follows:
◦ Strength
◦ Weaknesses
◦ Opportunities
◦ Threat

Marketing objective for business
For an organisation objectives plays very much crucial role as it provides direction to individuals to move
forward in definite path.
• “To enhance sales growth by 10% in upcoming six months to remain competitive”.
• Building the various marketing and operational strategies to work collaboratively by ensuring a
successful introduction, implementation and monitoring of new product into marketplace”.

Marketing segmentation, Targeting and
Positioning
For an organisation STP model plays very much prominent role to get right kind of consumer.
Segmentation, targeting and positioning are the tools that helps to align organisational products to right
consumers.
• Segmentation
• Targeting
• Positioning

Perceptual Map

Comparison of marketing mix
Basis Zylla restaurant McDonald's
Product Sea food and fast food Fast food as Hamburgers and Sandwiches, Chicken and fish,
salads and beverages and many more
Price Moderate pricing strategy They use combination of pricing such as Bundle and
psychological pricing strategy.
Place UK Worldwide
Promotion Promotional tools such as advertisement, sales
promotion and media advertising
Promotional tools such as advertising, sales promotion and
public relations and direct marketing

Design an implement plan for promotional
launch
◦ To plan and implement the promotions it is very much essential to plan and implement it in successful
manner.
◦ It is one of most systematic process in which firstly organisation have to identify the perspective
consumers such as in context of Zylla their consumers are people who love fast and sea food and
enchanted towards innovation.

Conclusion
From the above PPT it has been summarised that it is very much potential for an organisation to access
each and every attribute before launching a new product and services into marketplace. As marketing plays
very much crucial role to aware people about products and services that emerge into marketplace in order
to remain competitive in marketplace.

References
 McDougall, P.K.G.H., Marketing Essentials.
 Pricilla, D., 2019. The Marketing Essentials. Pdf.
Online
 Food & Beverages, 2019. [Online]. Available through.
<https://www.statista.com/outlook/253/156/food-beverages/united-kingdom>.