University : | Le Cordon Bleu UniLearnO is not sponsored or endorsed by this college or university. |
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Subject Code : | 40000 | Country : | Australia |
ASSESSMENT DETAILS AND INSTRUCTIONS
You will develop a strategic marketing plan for a restaurant or hotel of your choice. Based on the information in the case study or your research about the restaurant of hotel of your choice, undertake an analysis of the restaurant or hotel markets, market position, target markets and segmentations. Define and analyse the restaurant or hotel competitors and the external environment using a variety of analysis tools. Based on your research and analyses, develop a list of marketing objectives, recommend strategies to meet the objectives and build a marketing plan for the next two years. To assist you in completing this task, please consider the following points:
1. Seek approval from your lecturer first about the restaurant or hotel you would like to use in your assessment.
2. Present your marketing research and plan in report format.
3. Use the following headings within your report:
i. Executive Summary
ii. Contents
iii. Introduction
iv. Macro Analysis (PESTLE, Porters Five Forces)
v. Competitor Analysis (Competitor Matrix)
vi. SWOT Analysis (SWOT)
vii. Market Positioning & Segmentation
viii. Marketing Objectives
ix. Recommended Marketing Strategies
x. Two-year implementation plan
xi. Conclusion
xii. References
Introduction and Company Background
1.1 Introduction
Overview of the reasoning behind the marketing plan
Who is the company?
History of the company
2.0 Environmental Analysis
2.1 Porters Five Forces Analysis – use a table to present this information
2.2 PESTLE Analysis
Identify approximately 3-4 major influences on the marketplace, if any. Things to possibly consider:
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