The marketing is one of the most important tools to gain visibility in the market and increase the sales of a company (Strauss 2016). There are different restaurants that serve wide range of Indian cuisine at Sydney. This has led to intense competition between the different Indian cuisine restaurants, especially the Manjit @ The Wharf. This research would strive to explore the effective marketing strategies for Manjit, in order to survive the tough competition.
According to Baker (2014), an effective marketing strategy is the basis for long term success of the firm. This would lead to better market prospects and increase revenue generation. The foundation for the purpose of creating strong marketing strategy is the customers and their specific needs. The first step towards the development of successful marketing strategy is a clear definition of the products or services delivered by an organization. The second step is the process of identification of the target market, which would be catered by the organization (Hollensen 2015). This would involve a deep contextual understanding of the different factors in the market. Perlaviciute and Steg (2014) opined that it is important to know the competitors and their main offerings and design the company’s marketing strategy accordingly. Yang and Lu (2013) argues by saying that it is important to locate a market niche, which would lead to focused marketing efforts.
Jindal et al. (2016) stated that it is important to generate more awareness in the market regarding the products and highlight their uniqueness. It is also important to build credibility and generate a positive attitude towards the products/services of the company.
The aims of the research is stated below-
- To find out the existing marketing initiatives used by Manjit@The Wharf
- To measure the effectiveness of the marketing tools used
- To identify the marketing tools used by the competitors
- To evaluate the fulfillment of the marketing goals of Manjit
Research Design: Quantitative Method
The research would be done through the use of the quantitative data collection methods. The collected data would be analyzed as well as interpreted in order to derive suitable conclusions (Gelman et al. 2014).
Research Design: Sample
The sample size of this research would comprise of total 50 people, out of which there would be 10 supervisors, 5 chefs, 10 buttlers, 4 operation heads and 21 hotel staff. The samples would be collected from the Manjit@The Wharf, located at Sydney.
Research Design: Research Tools
The main research tools used in this research would be survey questionnaires and focus group discussion. The survey questionnaire would be divided equally among the participants and there would be separate questions for the supervisors, chefs, buttlers, operation heads and hotel staffs. The questionnaires would be circulated in persons and also through email. The focus group discussions would be done in the hotel banquet room, by taking six members at a time, picked randomly from the hotel.
The survey questionnaire is described as follows-
Questionnaire for Supervisors and Operation Heads
- What do you think about the implemented marketing plans of the restaurant?
- Do you think the restaurant is successful in identifying their primary and secondary target segments?
- What do you think about the success of the previous marketing campaigns?
Questionnaire for Chefs and Buttlers
- Do you find the marketing strategy of the company attractive?
- Do you feel that the company puts enough focus on the food items while designing publicity stunts?
Questionnaire for hotel staffs
- Do you think that the restaurant has good publicity campaigns?
- What are your opinions about the advertisements of the company?
- How involved are you in the brainstorming process?
The research analysis process would concern around the interpretation of the collected data. The data would be collected through the use of MS-Excel and SPSS. The tabular form would be used for data analysis purpose and to deduce suitable conclusion (Banerjee Carlin and Gelfand 2014).
- No confidential data would be collected
- The participants would not be forced for the purpose of data collection
- The identity of the participants would not be compromised
- There would be no bias in data interpretation
This research helped in understanding of the marketing strategies used by Manjit@The Wharf and understand the favorable marketing strategies used. The research has been performed on the basis of quantitative data- use of survey questionnaires and focus groups. The collected data has been analyzed for deducing suitable conclusions.
Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.
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Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Jindal, R.P., Sarangee, K.R., Echambadi, R. and Lee, S., 2016. Designed to Succeed: Dimensions of Product Design and Their Impact on Market Share. Journal of Marketing, 80(4), pp.72-89.
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Yang, H. and Lu, W., 2013. Niche comparisons: toward a new approach for analysing competition and organizational performance in the international construction market. Construction Management and Economics, 31(4), pp.307-321.