LINGUIS INTERNATIONAL INSTITUTELINGUIS INTERNATIONAL INSTITUTE LINGUIS INTERNATIONAL INSTITUTE STUDENT ID: - L051300196 UNIT STANDARD: - 2930 GARRY (GUNJAN) PATEL DIPLOMA IN BUSINESS LEVEL-7 Successful people are always looking for opportunities to help others. Unsuccessful people are always asking, “What’s in it for me?” – Brian Tracy UNIT STANDARD 2930 GARRY PATEL Page LINGUIS INTERNATIONAL INSTITUTE About Little India Introduction Little India is a family business. Founded by Sukhi Gill in Dunedin in 1991, the family restaurant has grown from humble beginnings to a nationwide business, with over 17 Little India restaurants throughout New Zealand. Part A a) Evaluation of two target Markets (Comparative Analysis) Current competitive position: - Competition regarding students, families and tourists. Students: - In auckland there are lots of colleges and universities, now days many asian students are coming auckland to gain their education,among them lots of indian students are there which are the main center of attraction for restaurant.On many ocassions like birthday,engagement, farewell most of indian student prefer to go to little india restaurent which is very close to their colleges and campus to get good indian food as well as drink. Buisnessman:- Buisnessman have a lots of meeting with different culturers of people,many of their client like indian food and Little india restaurant also provide delivery service so during office time many people order a food during their work time. Tourist – As auckland is tourist place Little India restaurant also attract many customers. As comparison to little india, Large Food -chains restaurants heavily target this segment and Consumers in this segment are more likely to cook at home. Traditionally, this segment has been targeted by hotels (who offer guides, travel arrangements, accommodation and food). Market Attractiveness: Main consumers’ needs - families and businessman’s want to get into traditional food and Tourists want to have quick and low price food, Need emotional support and often prefer traditional food situations. Usage level- family groups have limited usage – go to a dine-out several times a week and tourists High usage, as they are tourists consumers always dine out. Price sensitivity- families are less price sensitive, as other selection factors (e.g. ‘feeling welcome’) are more important. For tourists Price is a reasonably important factor and different price deals are important. Level of brand loyalty- Once these consumers are comfortable and committed, they display a high degree of loyalty and tourists have High level of switching behaviour UNIT STANDARD 2930 GARRY PATEL Page can find some fault with food. Constantly late in delivery. competitor is much sensitive to price as well as consumer. Masala Indian: They have 4 branches in Auckland. To survive in the market. Competitive Analysis of Masala Indian and India gate restaurant India Gate: They have only 1 branch in Auckland. Currently expanding in Epsom and investigating opportunities for free home delivery. Food industry is all time high competitive field. Major customers are resident families and couples or marriage parties. Its Quality is not too good as compare to high price. At little India more than 95 % of sale is consumption of all kind of Indian food so addition of this one item is not going to affect more to Little India. however quality is inconsistent. is the well known Indian restaurant. Masala Indian: An Indian restaurant with a decent curry and wine selection. UNIT STANDARD 2930 GARRY PATEL Page . Customer service is not too good as compare to other restaurant. Product Masala Indian include green kebab in their menu. Bollywood Café Bar & Restaurant: Bollywood. b) Analysis of Competitors in Market Competition: This world is full of competition in each field. generally friendly and reasonable prices. Raviz Restaurent: The secret of Raviz cuisine comes from the homemade spices but lots of guests complaits regarding service and cleanliness. Competitor decreases price when competition gets stough but without decreasing the quality and service of food. Study of Competitive performance for Masala Indian: Price They slightly decrease price in some of their menu items but at the cost of reduction of staff which can affect their customer service. may trial a new restaurant to influence of friends or for something different. Original design but not very distinctive.it never disappear. Good quality.LINGUIS INTERNATIONAL INSTITUTE over time. at the heart of Ponsonby Road. Promotion Masala Indian Starts punch card system to make customer regular they providing every 10 meal free for each regular customer. Sales revenue among its 1391 locations is UNIT STANDARD 2930 GARRY PATEL Page . The restaurant industry employs an increase since 2010 by 20%. As our business is small so not data is available with research industry groups and business organizations to find out what statistics they have for our business industry.an increase since 2010 of 15%. It will use push strategies to develop retail markets for their products and to generate exposure. Promotional strategies work well for lower cost items or items where customers may make a decision on the spot. Masala Indian also starts training terms for their staff regarding customer services but we have already trained and experienced staff. We keep track of our market share over time. If there are distinct changes to our market share.971 people (projected 2013 figure) . we need to know what consumers in your area spend on Indian taste frequently. Market growth: Increase in the demand for a particular product or service over time. a pull strategy creates additional demand for the product.LINGUIS INTERNATIONAL INSTITUTE Place Masala Indian also starts providing free car parking to their customers but to only loyal customers. Like we sell our food in our target areas. More than 40 major global manufacturers have invested in production in New Zealand. For example:. Once a product is already in stores. more consumers could increase demand. The restaurant industry employs 83. At little India restaurant we follow following steps to track our competitors’ sales and calculate our market share: Obtain as much information as possible about the products or services they sell in our area of service. They use newspaper advertisements to pull in customers and fliers to push information about its menus directly into customer mailboxes. For Productivity Wellington region continues to lead the country in productivity per foodservice outlet in projected figures for 2012. and 25 per cent of the manufacturing sector is foreign-owned . we find out what is causing it.a new technology might only be marketable to a small set of consumers. As Cornerstone of the Nation’s Economy. In five years annual restaurant industry sales have shown a growth of 46%. but as the price of the technology decreases and its usefulness in everyday life increases. Market growth can be slow if consumers do not adopt a high demand or rapid if consumers find the product or service useful for the price level. Little India still has no plan like that in effect. At little India we have free parking to all our customers. th c) Evaluation of Market share and growth (Product Portfolio Analysis) Market Share: Little India use both push and pull Promotional marketing to drive market share growth. The Food Innovation Network is a long-term investment in the improvement of the food industry. d) Compare and evaluate Sale forecast 1.LINGUIS INTERNATIONAL INSTITUTE $549. Quantitative sale forecast Sales forecasts are based on the first-timer meals increasing 4% to 5% each month due to the renewed and increased marketing efforts. however the government expects to see an increase in new product development within two years. management will plan for the addition of a second diner to increase capacity to grow.000 per outlet by comparison. but there is generally a high discount for first-timer meals which is accounted for as a direct cost of sales. This is far higher than its closest rival.000 per outlet. with $502. Smaller meals are also more costly than regular meals. First-timer meals are an important contributor to regular meals. Wellington comes in second with less than half of Auckland’s stake 15% of the market share. UNIT STANDARD 2930 GARRY PATEL Page . Growth will begin to slow in the third year as the restaurant sales reach the maximum for the location's capacity. The Auckland region has around 37% of the industry’s market share & employs 33% of the country’s workforce. The top-line revenue is the same for both types. as many of these customers will be converted to regular meals. regular meals increasing 3% per month and smaller meals increasing 1% to 2% per month. the Rest of the South Island. In this year. 00 $20.20 Direct Cost of Sales First-Timer Meals Regular Meals Small Meals.324 14.849.00 Sales First-Timer Meals Regular Meals Small Meals.701 $49.402 54.037 $1. Drinks.436.00 $5.20 2014 $8.00 $20.00 $20.722 $1. Drinks.919 $446.00 $8.746 $555.920 98.00 2014 $20.805 $122.576 13. Desserts Subtotal Direct Cost of Sales 2012 $191.567 2014 $628.00 $3.297 $1.332 2013 $615.094 UNIT STANDARD 2930 GARRY PATEL Page . Desserts 2012 $20.514 $851.00 2013 $20.368 101.031 31.178 $575.00 $5.781.805 2013 $246. Drinks.940 15. Desserts Total Unit Sales 23.215 $274.LINGUIS INTERNATIONAL INSTITUTE Sales Forecast Unit Sales 2012 2013 2014 First-Timer Meals Regular Meals Small Meals.620 $47.880 $42.364 $1. Desserts Total Sales 2012 $477.655 2014 $251.289 $261.786 52. Drinks.522 $107.006 $212.876 42.00 $8.945 $1.864 30.00 $3.046. Desserts 2012 $8. Drinks.098.00 $8.481 $119.710 Unit Prices First-Timer Meals Regular Meals Small Meals.00 $3.412 79.00 $5.20 2013 $8.786 Direct Unit Costs First-Timer Meals Regular Meals Small Meals. Some of benefits of social media and internet which can add up profit are: Sr. Offer a promotion along with it for your online community members and its takeaway and dine in strategy can reach up to peak point.the profit margin was very lass but they try. It changes according to customers’ needs with time. social media allow for quick. The marketing strategies used by this restaurant are highly profitable in many ways like market share. Just make sure to provide a better deal than whatever they have going on. and will constantly build awareness and participation in festival events lets customers visualize their services and offerings. Qualitative sale forecast The growth of the business depends on the quality and service. No 1 2 Factors Impacts Competitive Position Resources 3 Both new and established customers will place increased trust in restaurant. It can post new vacancies on trade me.LINGUIS INTERNATIONAL INSTITUTE 2. Bring Attention to Your Products: Featuring a product on a social media site is one of the fastest ways to bring attention to it. The introduction is timed such that the new product does not cannibalize the product already in the maturity or growth stage. A successful brand will create customer loyalty. Thus product life cycle is required to forecast the sales. The little starts their business in 1991 with pure Punjabi food and they launched many new menu offerings till now by passing through many life cycles. targeted and large-scale communication and information-sharing both within the restaurant and outside. f) Marketing Performance (SWOT) UNIT STANDARD 2930 GARRY PATEL Page . investing and now a day’s its earning due to its best service. As example little when this restaurant start serving breakfast it was in declining stage . internet and point of sale. When used in a controlled manner. product quality. Majority of the Newzealand consumers are attracted by the promotional media of publication. out of home advertising. investment intensity and service quality. Thus the secret lies in getting profits with different products in the different stages of the product life cycle. Opportunitie s Social media can help to find new employees. broadcasting. Before it serves only lunch and dinner but in last few months they offer breakfast also. e) Impact of marketing strategies on profit: Marketing planning makes the business successful. It can follow competitors on promotional media and they’ll be able to see what they have up their sleeve. variety and quality. interest rates. exchange rates and the inflation rate. community involved. Strengths: The location of this restaurant is on Anzac Avenue near by Asian supermarket. Economic factor include economic growth. This restaurant believe in the customer. Threats: It can invest more to expand its business and also make improvements in its decoration and look to encourage dine-in. Will try to make more arrangements of sitting area. vector arena. It is calculated to be the correct value for the food that is served. These factors have major impacts on how businesses operate and make decisions which make little india restaurant popular for indian food. No arrangements of marriage parties and big function because of less space. Continue to decrease in menu offerings for some dishes. that will allow them to remain competitive. count down. and satisfies the people that is willing to pay for it. In the menu list chicken curries are expensive as comparison to others. healthy. Weakness: The décor and the look of the restaurant seem to be old and outdated.in food preparation. and a Family Restaurant where generation will continue to gather.LINGUIS INTERNATIONAL INSTITUTE The components of SWOT analysis reflect an evaluation of the little India restaurant’s marketing performance. UNIT STANDARD 2930 GARRY PATEL Page . hotels and mainly Queen Street which has become the main attraction centre of tourists with a high earning profit. they will continue to make a reasonable profit. g) Analysis of External Environmental factors Economic: The overall economy is one of the most obvious external environmental factors that impacts businesses. It is known for its exceptionally good indian food an cost of the food. The reputation of this food and the restaurant commands high and resonable prices. people from other parts of New Zealand often travel to Auckland and which can help restaurants to increase their sale.race. New Zealand economy is also growing which mean a strong labour market and more job security for people. Diwali festival and live events and shows.language. As number of entertainment activities increased in Auckland like Magi festival. Social: Over three-quarters of New Zealand’s population live in the South Island (75 percent) with one-third of the total population living in the Auckland region. A net migration gain has further stimulated population growth of around 4% to 5% in the year to December 2011.economic satisfaction.income.education level.growth rate of population.LINGUIS INTERNATIONAL INSTITUTE Analysis of Little India: The Auckland City economy expanded 4. Analysis of Little India: As population and tourist are growing in Auckland it brings more opportunity for our restaurant business to attract more customers and increase sale. This region is also the fastest growing.5% over the year ended Mar 11 (3. This region is also the fastest growing. UNIT STANDARD 2930 GARRY PATEL Page . There is Rapid population growth. accounting for 46 percent of New Zealand’s total population growth. As per capita income is increasing people spending power will also increase which is good sign of business for this restaurant. Demographic: Demographic factor include population size.3% for NZ). Over threequarters of New Zealand’s population live in the North Island (76 percent) with one-third of the total population living in the Auckland region. fuelled by migration.relegion. although less than a quarter (24 percent) live in Auckland. cleaners for tables and floors. with 86 percent of the population living in an urban area. New Zealand is a predominantly urban country. Some of the tasks we follow which are related to environment are: Analysis: 1) Recycling and decomposing 2) Energy and water efficient equipment are applied in various areas in a restaurant -kitchen. Little India is contributing in using natural products and providing pure Indian taste to customers. and aluminium. Analysis of Little India: Due to increase in population and travellers from all over the world this factors has a great impact upon Indian restaurant to attract more customers and increase sale. plastic.LINGUIS INTERNATIONAL INSTITUTE accounting for 46 percent of New Zealand’s total population growth. dining area.dineout. there are varieties of rules for environment control especially for food or restaurant business. So. There are many waste products which are recyclable in restaurants. websites (www. UNIT STANDARD 2930 GARRY PATEL Page . and restroom and we provide eco friendly cleaning suppliers by using environmentally friendly cleaners for dishes.co. Ethnic/religious factor: In New Zealand restaurant and shops open 9 AM to 10 pm and 4 pm to 12 pm mostly people like to eat out in restaurant Natural: In New Zealand people are very sensitive to food and hygienic thing. There are lots of media available in Auckland for advertising like local news papers. They are glass. Most Maori live in the North Island (87 percent). cardboard. Little India has advertised through website also which helps customers to order online. metal.nz) for reviews of our food which can help to attract more customers. Cultural and Ethnic: Diversification of cultures helps restaurants to grow their business. and linen. Auckland has high number of older population and older generation creating increased demand for dine out services which is beneficial from restaurant point of view. Composting food waste helps to reduce the amount of waste and it improves the quality of the soil. environmental law.tax policy. Technological: New technologies are being developed and adopted at an ever increasing pace. Therefore Little India restaurant has to stay in line with all those regulation and rules. Law and Regulations: Political and legal factor is one of the most important factor in buisness industry. This restaurant has to update its license for Food safety standard. trade restrictions. and More than 7 out of 10 household with an income of more than $100.000 have Internet access. health and safety standards. If another establishment that serves identical meals is within a close range. Some facts about internet access in Auckland: The higher the household income the greater the level of internet and telecommunication access. health and quality standards. health and safety standards. A restaurant that is near a similar one must attempt to draw customers from the competition with promises of additional benefits. share information. keep in touch with others and learn. Competitive: The closeness of one restaurant to others may have an effect on its success. Analysis of Little India: UNIT STANDARD 2930 GARRY PATEL Page . This is shall ensure the company that the lawyers that will handle their legal affairs are more versed with the legal regime that would iron out certain creases on their operations.LINGUIS INTERNATIONAL INSTITUTE Political. The political scenario also matters as there can be some civil unrest in certain markets. Obviously the highest chances of success exist when there are one more restaurants are close by. tariffs and political stability. the result will be increased competition and potentially lower gross sales. Advances in information and communications technology (ICT) have revolutionised how you do business. Political factors consist of areas such as labor law. Over 74% of household have access to the internet. In New Zealand all the product and services must comply with the safety. Analysis of Little India restaurant: Little India restaurant deal with the legal conflicts in individual markets on which the company may encounter. Little india restaurant is fully licensed for food and drink and update its license regarding Food safety standard. features and lower prices. There must be specific terms and conditions for sale of goods and services. Over 98% of households have access to a telephone. and continues on through objectives. The firm will hope that this process results in a competitive advantage in the marketplace they operate in. The basic strategic process that any firm goes through begins with a vision statement. strategic choices (both business-level and corporate-level). It is part of resource management.LINGUIS INTERNATIONAL INSTITUTE To talk about a recent trend that has greatly picked up and something that almost every business is turning toward is Social Media. In management. develop. resource allocation is the scheduling of activities and the resources required by those activities while taking into consideration both the resource availability and the financial. ready. or duplicate the resource/capability?" The Question of Organization: "Is little India restaurant organized. is part of a much larger strategic scheme of a firm. h) Resource utilisation for little India restaurant The VRIO framework. and will there be significant cost disadvantage to restaurant trying to obtain. UNIT STANDARD 2930 GARRY PATEL Page Competitive Implications Parity . and strategic implementation. and able to exploit the resource/capability?" Resource/Capability Rare? Valuable? Difficult to imitate? Sales and Marketing no Yes no Exploited by the little India restaurant? yes Resource allocation is used to assign the available resources in an economic way. internal & external analysis. The Question of Value: "Is little India restaurant able to exploit an opportunity or neutralize an external threat with the resource/capability?" The Question of Rarity: "Is control of the resource/capability in the hands of this restaurant?" The Question of Imitation: "Is it difficult to imitate. in a wider scope. The social media explosion has allowed for increasingly interactive engagement with the consumers with real time results so restaurants has to stay ahead of all the developments that take place with keeping in view how the youth of today utilizes technology for their benefit and how can it reach them in order to keep on increasing brand recall and brand engagement. one of the biggest effects has been on promotion. as it states where the product will end up. brand. Customer referrals UNIT STANDARD 2930 GARRY PATEL Page . The price that customers are willing to pay based on considerations such as the company.networking.intenet. this is not to say that traditional marketing concepts cannot be applied. promotion and place. Different ways which used by little india restaurent to compete with their compititores.also on radio and news papers. high employee motivation they used special indian spices which has uniqe traditional indian taste. Product quality. product. There are three main approaches a business takes to setting price: Cost-based pricing: price is determined by adding a profit element on top of the cost of making the product. you can determine the direction of your product efforts.identity.follow up with clients. Customer-based pricing: where prices are determined by what a firm believes customers will be prepared to pay Competitor-based pricing: where competitor prices are the main influence on the price set Product: Customers can check online variety of Indian food and services available at little India restaurant and review each of this product.radio advertise Local media print advertising.LINGUIS INTERNATIONAL INSTITUTE PART B a) Impacts of Internet and social media on Marketing Mix: Although there has been a trend toward the new marketing approaches used in e-commerce.on other promotional media for their special menu offer. reputation and product. By setting a product strategy. To take product statergy advantage this restaurant used many ways. Media release. are as relevant to online businesses as offline ones.event. price.m Promotion: The choice of a target market and formulation of the most appropriate promotion mix to influence it. Price: Price is another reason for most consumers has a high impact on the online ordering.like they advertise on internet on their website.A product strategy is the ultimate vision of the product. E-commerce technologies offer new product/service and new placing options as well as new pricing strategies. Little india restaurant use following prmotional strategies: Advertising .there are different type of promotional strategy. However. The conventional four Ps of marketing. e-commerce brings new issues that must be considered and may require a rethinking of the existing marketing mix. However. Opportunities and marketing strengths Social Media: Promotional media impact the customers a lot. and take advantage of all the marketing opportunities that technology provides because the customers have chosen restaurant based on email offer or an online advertisement. The number one thing that diners look for when they search for little India information online is a current menu — just ahead of a telephone number. inefficiencies can be eliminated. It can turn online visitors into real customers or as a way to encourage people to get on their feet and get inside the restaurants doors. Beside the two-way communication and e-mail capabilities provided by Internet. The Internet introduces the concept of interactive marketing. These sites can be part of marketing campaign for little India restaurant. By distributing flyers door to door can be a good way to make people aware of restaurants promotions by sitting at home. a consumer can click on an ad in order to obtain more information or send an e-mail to ask a question. and photo of the establishment.Most of area with downtown covered by our branches in auckland. Hence this will enhance restaurants Target market in less time and cost. Main target is the city of Auckland with a population around 1. vendors also can target specific groups and individuals on which they want to spend their advertising dollars.million. Websites: it’s a time for little India to take on technology. which has enabled advertisers to interact directly with customers. and can build closer relationship with consumers. Restaurant is taking advantage of these mass media sites by showing the menu offering and traditional dishes to attract the customers. It knows that consumers who access online product information have a 15% greater demand for making online orders. It’s also offering customers feedback forms so they can know about customer’s complaints for better improvement. When the Internet can serve as a replacement for the intermediary in managing information flow from consumers back to the restaurant.LINGUIS INTERNATIONAL INSTITUTE Discount cart. and product delivery time can be decreased. b) Compatibility with marketing objectives: 1. We know that this strategy significantly outperforms the traditional strategy of targeting consumers who had high demand in the past. Critical success factors: UNIT STANDARD 2930 GARRY PATEL Page . demand can be gauged more accurately and service can improved. Demand: The Internet will provide consumers with unprecedented amounts of product information of Indian restaurant. address. Target Market: The internet is the fastest-growing advertising medium. ) In interactive marketing. The benefits of a new marketing strategy in which product information is provided only to those consumers who exhibit the highest marginal demand response to product information.special coupan Advertising and promotion on facebook and twitter page Distribution: little India can connect directly with consumers and shorten the distribution chain. 2. Use of latest technology adds to customer convenience. The ability of restaurant is to identify customers before they make a purchase is called addressability. rivals. Restaurant can take advantage from this study of judging customers behaviour. I believe that services promises should be kept. It describes the market intelligence pertaining to current and future needs of customers of little India. In addition. Addressability as the ultimate expression of the marketing concept allows restaurant to tailor marketing mixes more precisely to target customers with narrow interests. an organization will consider customer needs. Another distinguishing characteristic of e-marketing is remembrance which refers to a restaurants ability to access databases containing individual customer profiles and past purchase histories and use these data in real time to customize its marketing offer to a specific customer. and environment. Marketing capabilities: Marketing capability is the ability to design and run processes effectively to a programme that drives profitable growth. market orientation is a source of learning about information technology used to combine business strategy. UNIT STANDARD 2930 GARRY PATEL Page .They should know in advance what is the customers thoughts about what ever restaurent advertise through social media. bring that information to create new products to market to meet the needs of customers. and inter-functional coordination. If it is not up to my desire then I would like to cook at my home. However. Addressability. Market characteristics Marketing by promotional media is similar to traditional marketing but first it’s necessary to know about features to distinguish this setting of traditional marketing environment. E-users through the Internet have the possibility to identify themselves and provide information about their product needs and wants before making a purchase. Remembrance. Customer outcomes of factors:Quality: the quality of food should be good because I always prefer to go out for dinner on weekends. and competitors and then. Capabilities for little India:a) Market Orientation It is the first aspect of forceful marketing capability means online marketing. 4. namely customer orientation. It refers to three behavioural components. Continuous improvement: Customer needs a change in food. . readiness of marketplace. Reliability and Trust: Orders should be fulfilled accurately. Cleanliness: restaurant should be clean and food must be hygienic. 3. competitor orientation.LINGUIS INTERNATIONAL INSTITUTE To know about customers feed back of complaints is a critical success factor of little india restaurant. Digitalization is the ability to represent a product. UNIT STANDARD 2930 GARRY PATEL Page . Competitive: Competitive factor is a significant factor in a restaurant’s approach towards marketing which should be considered by all restaurant. Analysing the detail about probable market. project or team and they are a critical part of the Project Life Cycle. Feasibility study can be undertaken by any type of business. In the beginning of opening.some important factor of little india restaurent is such as special offer like lunch special. intellectual) that support the creation and fulfillment of customer demand. Control refers to e-users’ ability to regulate information they view as well as the rate and sequence of their exposure to that information. the local community. includes the organizations. and processes (physical. Little indias skill is to keep a change in variety of food according to customers need and deemand. restaurant assesses the feasibility of their concept and location makes sure they will earn some profit. its benefits as digital bits of information allowing restaurant to use the Internet to distribute. pricing and distribution. how customers will be profitable and what are their needs. promote. Digitalization. digital. service.combo special and due to special taste most of customer attract to this restaurant in comparision to others. Digital features are easy to mix and match to meet the demands of individual customers. and competitive set. and sell those features apart from the physical item itself. PART C a) Ranking of Options on bases of feasibility Study of little India: A Feasibility study is an exercise that involves documenting each of the potential solutions to a particular business problem or opportunity. This study helps to be confident to avoid crucial missteps and financial loses. 5. C) Distinctive competencies and Competitive advantage: Place. how it can promote products. This is also a competitive advantage of this restaurent. Conduct site visit to inspect nuances of Auckland location. more commonly called distribution .LINGUIS INTERNATIONAL INSTITUTE Control. Verifying the size of the targeted market within Auckland. Web site is seen as a pull medium as e-users determine what they view at web sites whereas TV can be characterized as a push medium because the broadcaster determines what the viewer sees once he or she has selected a particular channel. By analysing the external environment factors that influence the market as well as restaurant. Summarising the points in which restaurant can earn money. locations (quantity and type). Other point to analyse is SWOT which was discussed in the beginning. Leakage of staff information and data: Impacts: Networking sites permit staff to share their personal information like name. location. hateful. Regarding data leakage like internal information. gender. . The price that customers are willing to pay based on considerations such as the company. UNIT STANDARD 2930 GARRY PATEL Page . and how you will mitigate them. owner or marketing agent.The reputation of the food and the restaurant commands high and resonable prices. brand. reputation and product. trade secrets or intellectual property may be leaked into the public domain via social networking sites. Compulsory action and alternative controls: well educated persons never share their personal things online. There are three main approaches a business takes to setting price: Cost-based pricing: price is determined by adding a profit element on top of the cost of making the product. and satisfies the people that is willing to pay for it. Staff can set their privacy policy for not sharing regarding restaurant. bullying. Compulsory action and alternative controls: change in a policy of restaurant: we can’t post material which is insulting. Duty: HR. threatening. Price is another reason for most consumers has a high impact on the online ordering. Coming to restaurant on special event customer will be served with special deal on reasonable prices. discriminatory. Outline risk factors like economic changes and increased competition. Contact no.LINGUIS INTERNATIONAL INSTITUTE Analysing the competitive set of restaurants for the competition's strengths and weaknesses in Auckland area and what is different about products. and sexist. Add points for how the competition may respond when little India will introduce their new offering. All these may be misused or can be deleted. obscene. Duty: HR department. distressing. c) Marketing Strategies best fit for little India: Price . or copyright in accordance to restaurant. It can disclose any important material of restaurant and can use the individuality of other employee of restaurant. It is calculated to be the correct value for the food that is served. racist. Spoiling of reputation: Impacts: little India restaurant is a reputed restaurant which can be damaged online. 2. b) Risk analysis for Social Media and online marketing: 1. The contents of planning of advertising by social media can be subject to spoil. Manager or Owner. hobbies etc. defamatory. To give advantage this restaurant used many ways like special menu offer.Location is very good and it provide a great experience to customer.LINGUIS INTERNATIONAL INSTITUTE Customer-based pricing: where prices are determined by what a firm believes customers will be prepared to pay Competitor-based pricing: where competitor prices are the main influence on the price set.A product strategy is the ultimate vision of the product. or turn over.all customer expect good service and nice food. If everyone involve to manage buisness means the restaurent is running good and if everyone give their best at their duty then buisness takes on high. devalue.In the restaurant there are waiters. Restaurant is trying to improve its position which makes resource gap analysis critically important for an owner or manager. intellectual) that support the creation and fulfillment of customer demand. New resources must be developed when existing resources get worse. Little India restaurant is fully licensed restaurent. d) Identifying gaps: Resource gaps are identified through strength-and-weakness analysis as part of the SWOT analysis described earlier.Place. PART D (Strategic Marketing Plan) a) Desired marketing position UNIT STANDARD 2930 GARRY PATEL Page . friendly and professional service. you can determine the direction of your product efforts. In addition. as it states where the product will end up. Promotion. It should be noted that some resources may have to be sold and some acquired to meet the needs of one’s competitive strategy. By giving discount coupns to regular customers when ever they visit restaureant then can get $2 discount.little India use both push and pull marketing to drive sales growth. digital. In this analysis it can be seen that in little India there are some resources that already have and some it needs. Place (Distribution) . By setting a product strategy. more commonly called distribution . and an entertaining. High quality food. fun-filled environment.it opens 7 days aweek for breakfast. includes the organizations. locations (quantity and type). lunch and dinner and close at 11pm night. chef and cleaners who are involved in serving and cooking of food and cleaning. and then targets banner ads to pull in customers when they search online for more information on the product. Different ways which used by little india restaurent to compete with their compititores.special offering for those who plan a party in the restaurant and they can take part in the Points program and refer others. They use newspaper ads and fliers about its menus directly into customer mailboxes. success with the existing strategy can create resource gaps as additional resources are required for growth. and processes (physical. Product. It uses push marketing to create awareness in a new or existing product. both products. b) Generic market strategy This is necessary approaches to strategic planning that can be adopted by Little India in its target market to improve its competitive performance for following: UNIT STANDARD 2930 GARRY PATEL Page . Competition: Little India can either uses the same of similar positioning strategies as used by the competitors or the advertiser uses a new strategy taking the competitors’ strategy as the base.LINGUIS INTERNATIONAL INSTITUTE Product attributes: Thing that make little india different from other competitors is its finished goods and raw material. or at least try. colour. Product class: product class is a strategy to promote two products that lie in the same product class. As health awareness is increasing within people so need for these healthy food is increased. Little India is increasing the likelihood that consumers will buy. functionality. By positioning chicken or curry with discount drinks on the market by promising consumers they will get a free or discounted drink with the purchase of both of them. little India changed its focus from only family and included students and tourists as well which was a positioning strategy adopted because of competition. Usage of users: little India describes usage and users according to the change in weather. Little India always use fresh vegetable and chicken as other use frozen. This type of positioning is done deliberately to expand the brand’s market. Little India can focus on some of the beneficial strategy like: Reduce the risk of food poisoning. Attributes include size. when entered into the market focused on to students and tourists but when little India entered into the market it focus on resident families only. A good example of this would be Raviz Restaurant . Reduce the risk of diabetes. components and features that affect the product's appeal or acceptance in the market. For example use of this strategy in restaurant is selling chicken dishes and side dishes at the same time. The main driver of positioning by product class is usually sales promotions and sales tactics. Consumer needs and benefit: This strategy is mainly used on the need and benefit of the product. Reduce the risk of high cholesterol. It advertised mainly in summer but with introduction of coffee mainly in winter but with introduction of cold coffee little India has developed a positioning strategy for the summer months also. adjusting price and improving this product by adding additional salads in that particular curries. Intense growth: It is a strategy of "aggregation" or expansion under which growth is achieved by expanding the scale of operations. Mass marketing and distribution: it’s a strategy in which a firm decides to ignore market segment differences and appeal the whole market with one offer or one strategy. which attracts customers that usually don't come to Little India to eat Indian food. Four alternative strategies in this regard are as follows: Market penetration: Market penetration. Auckland travellers can expect the same high quality ingredients regardless of what branch they are visiting. Either the restaurant is located in Auckland or out of town its taste will be same. New users can be found in new geographic segments. This would certify the supply of production process with supplier and the horizontal integration takes place by merging of units engaged in selling similar products. new institutional segments or new psychographic segments. To increase market penetration of Indian food is trying to increase its promotion . new demographic segments. This restaurant want to maintain its price stabilize because if price is not stable it will affect their status hence market share as well. The grocery channel (distributor) and the food service channel (restaurant) UNIT STANDARD 2930 GARRY PATEL Page . It offers different menu offerings to adults and kids. So Little India is currently looking for other locations to open new branches within Auckland. Diversification: Little India’s starting of Breakfast is an excellent example of diversification. A product like chicken or veggie curries that earns $19 out of every $100 of sales of all product sales in its category has a 20 percent penetration rate. Little India’s mass marketing is focused on promotional media to reach up to the each person of Auckland. Little India can mix with its other competitor. Product development: New product development is an important way for Little India to stay ahead of the competition and continue to appeal to the changing needs of existing customers. It will give benefit to economic sale. Breakfast specializes in serving all kind of food. new product development can open up new marketing channels and help to increase market share of Restaurant. or share. Little India is using distribution channels as follows: Grower. Little India may mix together up to the sources of raw material. c) Marketing approaches: Little India is keeping it traditional value maintained.LINGUIS INTERNATIONAL INSTITUTE Status Quo: It is Little India’s marketing approach that aims at keeping things as they are by not trying to grab a larger market share. This time is also not only a product development. By starting this Little India is offering new products that were not available in traditional restaurants. This strategy involves expansion of firm's product range and market. In addition. sometimes referred to as a market share. is a measure of the percentage of sales volume an existing product achieves in relation to the competition. Market development: Little India follows a market development strategy for its current brand as they want to expand the potential market through new users. It has its own section of the store and clearly distinguishes itself from the traditional Indian restaurants Integrated growth: This growth can be towards the back and horizontal. thus avoiding direct and expensive confrontation with the competitors. 50% of the consumers love to dine in rest of that prefer to order online. restaurants. All the things are relevant to continue the reputation of the establishment. Product variety marketing: This is much variety of products in the market today to satisfy different consumer needs. but still have an interest in the business. Associations and organisation inclusive. The licenses and codes' issues are all in order. This branch currently have grade A Certificate for food handling and safety. all the interior or exterior designing or the distribution will be done direct. Same as Little India offers different variety of menu offering to their customer. for each consumers taste feeling is essential. Little India is also offering the service of home delivery which is giving high profit to restaurant because of cost and quality of the delivered food. fresh meat. The trend is: market natural products with ingredients which are beneficial to health. external stakeholders do not own or work with the business. It always opens on public holidays bit for short period. Fifth. Third. suppliers. fast food. as business is growing Little India is planning to keep track of their customers through large databases that record every interaction through each touch point. Second. This can be good way to attract or develop the specific target market. The chicken and the vegetables which are being used by little India is fresh. They need new or delicious flavours in less amount of money. In these days. Fourth. Little India is thinking to use it by website. local UNIT STANDARD 2930 GARRY PATEL Page . Concentrated target marketing or Segmentation approach: Little India using is planning to use mass customization strategy that impact individual customer because it is difficult for restaurant to do marketing with a segment of one. or omega fatty acids in meat products are all being marketed as natural foods which deliver beneficial health effects through ingredients such as antioxidants or calcium. This trend makes the consumers to use natural food which has outperformed the market by 30%. Secondly. Then its sod in market from there it goes to grocery stores. The restaurant opens from morning 10 AM to 12 in afternoon and in evening from 5pm to 12 pm. Near about 405 of them eat out others have moved to one dish meal. The natural high levels of minerals and vitamins in salad. or chemicals in tomato ketchup. frozen food courts. When a customer interacts with a staff member. the press/media. Little India have two types of stake holder first internal Stakeholders include owners of the business. They include: Customers. the customer is made to feel that the restaurant knows and cares about them. on social media or Web site. production quality and the demographics that is intended to impact. Third. Second. e) Strategy for Market Mix conformation from stakeholders: Stakeholder refers to individuals and groups that have interest in the organisation or its products/services. ready to eat meals. Restaurant buys all the necessary items from grocery stores. The differentiated product specific market or niche market: The market niche defines the specific product features aimed at satisfying specific market needs. customers. First. local governments. d) Analysis of current and future market demand: There are many ways through which Little India can lead to increase in future demand. according to the change in trend people love to eat healthy or simple diet like salad. people love to eat fresh food.LINGUIS INTERNATIONAL INSTITUTE Once a farmer harvest the crop the distribution of raw commodity begins. as well as the price range. employees. In Little India there is special accounting department which calculate everything. And the last one is profit and loss. flyers Update existing Website Participating in social events Resources required Headings. It has some benefits also. We are doing this over self. is the order of the day.a market share is essential part of business. strategies and direction and at the short-term broad base of the triangle. market share. We do calculation based on revenues. feedback and good experience Brand awareness Page . As business is small so not data is available with research industry groups and business organizations to find out what statistics they have for our business industry. it pays for fixed costs and expectantly leaves profit. consultation of website designer In event sponsors or city clubs UNIT STANDARD 2930 GARRY PATEL Timeline/monitoring End of 2013 By conducting survey every month Outcomes Customer feedback and survey Increase in sales. health awareness and improved relationship with stakeholders. we find out what is causing it. It includes like projected income. decision making. We keep track of our market share over time. it has some important performance indicator like: level of sales which add a gross margin. We get information from website. it needs to know what consumers in your area spend on Indian food frequently. Little India uses daily basis as a performance measures. Chamber of commerce etc. Calculate your market share once we have the relevant statistics. Like Little India sell Indian food in target areas. sub heading and product portfolios Online orders. By calculating market share we can judge where we stand in industry. cash flow and expenditure.information sharing. In long term plans we focus on broad concepts. f) Performance measure and review of marketing mix: All businesses have to carry some long or short term action plans. Daily basis: Little India use regular basis to measure if the business performance is meeting planned expectations. especially with respect to cash movements. bank and public authorities. In Little India we daily calculate the total sale and enter amount in cash register for further analysis. g) Purposed Strategic marketing plan: Key points Existence through promotional media like newspaper. If there are distinct changes to our market share. Little India follows following steps to track our competitors’ sales and calculate our market share: Obtain as much information as possible about the products or services they sell in our area of service. page of customer feedback .LINGUIS INTERNATIONAL INSTITUTE communities. decrease in your sales could simply be a function of a decrease in the entire market for your product or service. attention to day-to-day detail. Second. UNIT STANDARD 2930 GARRY PATEL Page .nz SOURCE: 2001 Census – Statistics New Zealand).co.LINGUIS INTERNATIONAL INSTITUTE References: www.google .marketing research Little India home page www. LINGUIS INTERNATIONAL INSTITUTE UNIT STANDARD 2930 GARRY PATEL Page .