Marketing Objectives of Green Pizza Restaurant - Case Study Example

STRATEGIC MARKETING Customer Inserts His/her Name Customer Inserts Grade Course Customer Inserts Tutor’s Name 02/03/ 2011 TABLE OF CONTENTS EXECUTIVE SUMMARY …………………………………………………………….. 3 INTRODUCTION……………………………………………………………………… 4 SITUATION ANALYSIS……………………………………………………………… 5 SWOT ANALYSIS…………………………………………………………………….. 6 MARKETIG OBJECTIVES…………………………………………………………… 8 CONCLUSIONS AND RECOMMENDATIONS…………………………………….. 9 REFERENCES ………………………………………………………………………… 10 EXECUTIVE SUMMARY The report takes a comprehensive look at Green pizza restaurant and the product it offers, that is pizza, while giving a comprehensive look at the business operations in line with external operations of the business and factors outside the business set up. This has been taken up in the respective content titles below with substantial recommendations put up for the business in focus to take up. INTRODUCTION Green restaurant is a pizza restaurant with it being the only opened branch of the Muserelli family. There is promise to move its geographical setting and expand its offerings past the community of Riverside and its environs. The environment it operates is quite competitive having to face four competitors in the sale of pizza but the target market for these restaurants are high income earners with the Green pizza restaurant targeting everyone while incorporating different pizzas in service delivery as per each customer’s needs. However, these competitors have an upper hand in terms of customer base, even though they are located in different cities. These competitors operate on a large scale basis like the Eat-Fresh restaurant which highly incorporates a customer feel in the business by providing great entertainment facilities for its customers In addition, Al-Raid and Hill-View, the other competitors of the firm focus on the entertainment aspect and strategies to enhance customer loyalty. As much as Green pizza restaurant is making use of a unique style of different kind of pizzas which are fresh, light and oil free and the global market does not affect the sales and revenue of the business since Green pizza restaurant is locally based. It is clear that the business needs a boost in applying more of a customer touch in their business and increase its customer base drastically since the market is highly competitive, but the advantage to the business is that it operates in its locality but this can however change with the state of the market which can change as part of strategies by its competitors in terms of growth and expansion strategies (Wilson & Colin, 2005). Hence this report will incorporate a situation analysis of the business and a SWOT analysis which will give the business an overview if it’s operation in terms of its doing wrong and what to maximize on in order to get a competitive edge in its domestic market. All these will however be successful in a conducive internal environment which accommodates change. SITUATION ANALYSIS Market Situation: The market is evaluated in terms of the marketing faced by the business which is evaluated in terms of the technological environment, legal environment, fiscal environment, political, and cultural (Wilson & Colin, 2005). In terms of the economic environment, the market is experiencing a boom with employment rates very high and rises in income after tax as compared to the other years. The legal environment requires that all pizza restaurants register their businesses with need of regular monthly inspections of the facility to ensure clean and healthy facilities with the inspection done by the State inspection officer. As per the fiscal environment, the government has imposed very low taxation on the locals who come up with businesses to lock out competition and imposed high taxation levels to non locals; this has highly boosted the confidence of the locals in their local government which has surprisingly led to unreported cases of unrest from the public over the years. Product Situation: Pizza serves as a major delicacy to the people with much of the tourist attraction being based on the making of unique pizzas. The forefathers of the various areas where the pizzas are mainly sold built up such towns on the sale of pizzas with the availability of raw materials and the emphasis of quality farming which gave fruit to exemplary raw material quality and hence the great reputation for the pizza made in the various areas, which has been maintained over many years with the secrets of production not publicized hence a means of barrier to the entry of new and nonlocal businesses. Competitive Situation: Green pizza restaurant faces completion from four rivals who are located in different localities. Its major competitor is the Eat-Fresh restaurant which highly incorporates a customer feel in the business by providing great entertainment facilities for its customers (Luiz & Geoff, 2010). These include a pool area and game section for the customers, which is a complementary service to the customers with those who want to make use of the services paying a small fee which can be prearranged in terms of prepayments for monthly usage at discounted amounts. Moreover, it offers free gifts and coupons to the most frequent customer of the customer by incorporating new software in their database which does that work for them. Due to its 24 hour operation, it has incorporated a small motel on the side with a further extension of a small cinema theater and a bar. In addition, Al-Raid and Hill-View, the other competitors of the firm focus on the entertainment aspect and strategies to enhance customer loyalty. Distribution Situation: The market has a timely distribution channel in terms of raw materials which however is monopolized to avoid exploitation by the more powerful residents of the area. SWOT ANALYSIS (STRENGTHS WEAKNESSES OPPORTUNITIES AND THREATS ANALYSIS) Weaknesses of the pizza restaurant include suppressed individual creativity with the strong drive to rely on past experience or particular techniques without challenging their appropriateness, focusing on a narrow range of options for problem solving and adapting a serious approach to problems which prevents a playful, imaginative and humorous climate(Luiz & Geoff, 2010). This was evident from the high turnover of employees to the competitors businesses with apparent reasons underlying to a strong dominance of management which restricted the flow of ideas from the staff to the management. A lack of self confidence in the value of one’s own ideas, individuals may be reluctant to seek help and talk about personal feelings. This barrier seems to be the greatest impediment to the successful implementation of new ideas. Strengths include a strong research department that looks into published data and the internet on new ways of preparing pizzas for the family set up, which has proved quite successful like the ‘Jumbo Pizza Special’ which has proved to be a favourite amongst the customers with huge families. There is furthermore limited reasons for new product to fail with top management in the organization always providing adequate support for any new product, however poor marketing from the business almost led to the failure of the product and high costs in training of the staff with new timing on the oven needed, since the preparation of the ‘Jumbo Pizza Special’ needs a lot of time before baking in the oven but takes a very short time to get ready as compared to the other types of pizza. A threat has been identified with the possible legislation to alter laws regulating the entry requirements of business to encourage fast growth of all areas of the country. This may make the local businesses face unlimited competition with the further move to privatize many state organizations. However this also does serve an opportunity to be salvaged with the privatization of the distribution channels and the raw material plant, which Green pizza restaurant can try to make to take a stake by buying a share of the operations during the privatization process, which will somehow lock out the prospective new competition MARKETING OBJECTIVES Marketing is the core of all businesses and hence all marketing objectives should be Specific, Measurable, Accurate, Reliable and Time-specific. Hence one of the marketing objectives would be to engage in a marketing process that targets long term needs of the customers and gain the interest of prospective customers with the view of maintaining current customers with interaction among all departments, not leaving the duty to the marketing department alone. This is clearly something that Green pizza restaurant needs to work on in order to enhance their customer base. This can be enhanced with constant interaction with the locals outside the business while advocating for social interactions between the employees and employer. Marketing should also be clearly made different from selling in the business. Marketing occurs before and after the product is manufactured and sold, hence there needs to be constant promotion of the favorites of the customers like the ‘Jumbo Pizza Special’ with special side offers with the favorites for future dates. That is done with the aim of maintaining the appeal of the customers. Customized marketing can also take place to encourage taking up the view of their customers especially during special family gatherings. . This can be done through Finally the business needs to take up increase demand by entering and selling its products in other geographical areas in terms of expanding its operations. This has been a vision of Green pizza restaurant but not yet initiated or properly planned for, hence there is need to put in qualified personnel to take up this process. CONCLUSION AND RECOMMENDATION It is clear that Green pizza restaurant needs to emphasize on its customer base, sales and employee relations between the employers. Advocating for sales promotion could be further made through special offers, free samples, price deals, free gifts, special birthday offers or events management for family parties, in store monthly promotions like most favorite employee voted by the customers and shift in terms of assigned work areas plus attractive glasses and in general, attractive tableware like special cutlery and tableware for children with animated cartoons, numbers and alphabet. Green pizza restaurant must also strictly take up entertainment in their wings to reduce customer defection to competitors. References Chernev A. (2010). Strategic Marketing Management. Harvard: Bright star Media, Inc. Carol H. A & Julian W. V. (2003). Strategic marketing management. Houghton: Houghton Mifflin. Chris. P, Isobel. D, & Robin. L. (1994). International marketing strategy: analysis, development, and implementation. New York: Routledge. Chartered Institute of Marketing. (2002). Strategic marketing management Edition illustrated. Chicago: CIM Publishing. Ferrell O. C. & Michael D. H. (2008). Marketing Strategy. Ohao: Cengage Learning. Glenn C. (2008). Seventy five businesses you can start to make money and make a difference. Melbourne: Entrepreneur Press. Glenn C. (2009). Starting Green: An Ecopreneur’s Toolkit for Starting a Green Business—From Business Plan to Profits. California: Entrepreneur Press. Luiz M. & Geoff S. (2010). Strategic marketing management: a business process approach. New York: Cengage Learning. Robert J. Dolan. (1991). Strategic marketing management. Harvard: Harvard Business School Publications. Wilson R. & Colin G. (2005). Strategic marketing management: planning, implementation and control. Sydney: Butterworth-Heinemann. Read More