A new client, a newly established Indian restaurant, approaches you. The client has recently set up its first restaurant in a metro area of a city. The business has more than 10 but less than 50 employees. While the client has some knowledge of economic models, they have limited knowledge about consumer behaviour and marketing strategies necessary to market the products and services for its potential target market.
Your task is to conduct a market analysis for the client focusing on consumer behaviour and marketing strategies. The purpose of this market analysis is to evaluate the key ethical, marketing, and consumer behaviour consideration for marketing the products and services in the metro area of the city and provide recommendations to the client about the next steps. The market analysis will also involve a detailed analysis of significant trends, including sustainability and social issues.
Your report will focus on the critical marketing analysis and implications of ethical, consumer behaviour, and marketing strategies on a restaurant’s business performance based on the industry trends.
Instructions
This task requires students to critically examine key consumer behaviour and marketing considerations for the newly established Indian restaurant in a city’s metro area. Please choose an Indian restaurant and use their website to gain information about its consumer behaviour, marketing strategies, and ethics in marketing practices. You will also conduct research to identify trends related to the restaurant industry and use them to support your arguments, analysis and recommendations
After going through the lectures and workshop material, journal articles on consumer behaviour and the restaurant business’s marketing strategy, you will gain broader knowledge about your client’s business (i.e., Indian restaurant business), market and consumer behaviour.
This task requires you to analyse and synthesise the information from secondary sources on market behaviour or performance and analyse the trends to communicate a market or a consumer group’s characteristics effectively.
Finally, you will provide two recommendations based on your critical analysis and impact of marketing and consumer behaviour strategies on the Indian restaurant’s performance.
Structure
The report will be structured based on five sections:
Executive summary (200 words)
This section of the report summarises the key points of the report. It should restate the report’s purpose, its major aspects, and describe any results, conclusions, or recommendations from the report.
Consumer behaviour: Segmentation, targeting and positioning (300 words)
This section will provide information about the segmentation, targeting, and positioning of the Indian restaurant in the city’s metro area.
Marketing strategies (500 words)
This section will highlight the 7 Ps for the Indian restaurant business.
You will also critically analyse the marketing strategies for the Indian restaurant that the business has employed to enhance its performance.
Ethics in marketing strategies (200 words)
You will discuss how the restaurant’s business contributes (or may contribute) to the common good and employs (or may employ) ethics in strategical frameworks
Trend analysis ( including social issues and sustainability) (500 words)
Students will provide information about the industry trends that affect the restaurant business. Students will also describe and analyse how the client’s restaurant business will respond to social (COVID-19, CSR, avoidable food ingredients, online ordering, Uber deliveries) and sustainability (e.g. packaging, food waste, recycling, shortening supply chain) issues.
Recommendation (300 words)
This section provides the two-practical solution(s) directly related to the restaurant’s aims, as stated in the Introduction.
How do I submit?
Submit your assessment under Assessment Turnitin (Assessment Submission Point) on LEO
Some Helpful Websites and Resources
The list of these useful links has been revised to understand better the different aspects of the business’s ethical, consumer behaviour, and marketing aspects.
The two websites may be useful for the market analysis of a business
https://www.wordtemplatesonline.net/market-analysis-template/#market-analysis-templates
How to Write a Market Analysis
The following website provides some detailed guideline about how to conduct a market analysis
How to Conduct a Market Analysis the Right Way
The following links provide information about the restaurant business and the latest trends
https://www.business.com/articles/state-of-restaurant-industry/
7 Surprisingly Common Problems That Restaurants Face
https://my.ibisworld.com/au/en/industry/h4511a/about
https://my.ibisworld.com/au/en/industry/h4511a/about
https://upserve.com/restaurant-insider/restaurant-industry-trends/
The following websites provide information about basic ethics and value frameworks for organisations.
Why Should Small Business Owners Think About Ethics?
A guide to business ethics: How to navigate ethical issues in small business
This website provides information about the basic and essential principles of report writing
https://www.researchgate.net/publication/325546150_WRITING_RESEARCH_REPORT.
Academic Skills offers a variety of services, including workshops (on topics such as assignment writing, time management, reading strategies, referencing), drop-in sessions, group appointments and individual consultations. It has a 24-hour online booking system for individual or group consultations.
Campus Ministry offers pastoral care, spiritual leadership and opportunities for you to be involved with community projects.
The Counselling Service is a free, voluntary, confidential and non-judgmental service open to all students and staffed by qualified social workers or registered psychologists.
ONLINE RESOURCES AND TECHNOLOGY REQUIREMENTS
The LEO page for this unit contains further readings, video links, presentation files and exercises.
