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Essay / Research Paper Abstract
This 25 page paper is a marketing plan for the opening of a new restaurant specializing in Persian food, located in Canberra, Australia. The paper provides an assessment of the overall macro environment which will impact on the restaurant, looking using a PEST analysis as well as looking at the general competitive environment. The marketing plan is then proposed looking first at the target market and then presented using the 4 P’s framework. The marketing plan is designed utilizing the macro environmental analysis. The bibliography cites 25 sources.
Page Count:
25 pages (~225 words per page)
File: TS14_TEpersiarest.doc
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Unformatted sample text from the term paper:
the Restaurant 18 5.1 Target Market 18 5.2 Marketing Mix 20 5.2.1 Product 20 5.2.2 Placement 21 5.2.3 Price 22 5.2.4 Promotion 23 6. Conclusion 26 References 28
1. Executive Summary The restaurant industry in Australia is highly competitive; opening a new, full service restaurant in Canberra
provides a number of challenges. With more than 161 restaurants listed on de Groots (2011) for the city of Canberra, offering a wide range of cuisines the competition which is
already established. There are some challenges with in Australia, with the country just emerging from a recession. However, it is projected that the restaurant industry is growing, in September 2011
the industry revenues grew by 0.6% in one month (ABS, 2011), it is expected that 2010/11 will see a total annual revenue growth in restaurant trade of 3.8%, with growth
of 22% by 2015 (Galacho, 2010). Current trends within the restaurant industry indicated a number of positive factors for opening a Persian restaurant at the current time, there is
a trend towards favoring ethnic restaurants. It is also advocated the restaurant utilize local and organic produce where possible, which also fits in well with the current market trends. Opening
a restaurant where the differentiation is gained not only with the menu itself, but also with the experience, supported by a comfortable authentic environment and knowledgeable service staff will not
only appeal to the target market. The primary target market is made up of adults between the ages of 25 to 45, who are the upper middle and upper earners
in the Canberra area. The ability to provide a quality and consistent experience will also help to ensure that reviews gained during the public relations exercises would also be favorable.
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