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LINGUIS INTERNATIONAL INSTITUTE

LINGUIS 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,
Whats in it for me?
Brian Tracy

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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 businessmans 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

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over time, may trial a new restaurant to influence of friends or for something
different.

b) Analysis of Competitors in Market


Competition: This world is full of competition in each field,it never disappear. Food industry
is all time high competitive field. To survive in the market, competitor is much sensitive to
price as well as consumer. Competitor decreases price when competition gets stough but
without decreasing the quality and service of food.
Masala Indian: An Indian restaurant with a decent curry and wine selection, however quality
is inconsistent.
Bollywood Caf Bar & Restaurant: Bollywood, at the heart of Ponsonby Road, is the well
known Indian restaurant. Its Quality is not too good as compare to high price.
Raviz Restaurent: The secret of Raviz cuisine comes from the homemade spices but lots of
guests complaits regarding service and cleanliness.
Competitive Analysis of Masala Indian and India gate restaurant
India Gate:

They have only 1 branch in Auckland.


Customer service is not too good as compare to other restaurant.
Major customers are resident families and couples or marriage parties.
Currently expanding in Epsom and investigating opportunities for free home delivery.

Masala Indian:

They have 4 branches in Auckland.


Original design but not very distinctive.
Constantly late in delivery, generally friendly and reasonable prices.
Good quality, can find some fault with 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.

Product
Masala Indian include green kebab in their menu. 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.

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Place
Masala Indian also starts providing free car parking to their customers but to only
loyal customers. At little India we have free parking to all our customers. Masala
Indian also starts training terms for their staff regarding customer services but we
have already trained and experienced staff.

Promotion
Masala Indian Starts punch card system to make customer regular they providing
every 10 meal free for each regular customer. Little India still has no plan like that in effect.
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.
They use newspaper advertisements to pull in customers and fliers to push information about
its menus directly into customer mailboxes.
Promotional strategies work well for lower cost items or items where customers may make a
decision on the spot. It will use push strategies to develop retail markets for their products
and to generate exposure. Once a product is already in stores, a pull strategy creates
additional demand for the product. 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. Like we sell our food in our target areas, we need to know what
consumers in your area spend on Indian taste frequently. 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.
We keep track of our market share over time. If there are distinct changes to our
market share, we find out what is causing it.
Market growth:
Increase in the demand for a particular product or service over time. 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.
For example:- a new technology might only be marketable to a small set of consumers, but as
the price of the technology decreases and its usefulness in everyday life increases, more
consumers could increase demand.
More than 40 major global manufacturers have invested in production in New
Zealand, and 25 per cent of the manufacturing sector is foreign-owned . The restaurant
industry employs an increase since 2010 by 20%.
As Cornerstone of the Nations Economy, In five years annual restaurant industry
sales have shown a growth of 46%.
The restaurant industry employs 83,971 people (projected 2013 figure) - an increase
since 2010 of 15%.
For Productivity Wellington region continues to lead the country in productivity per
foodservice outlet in projected figures for 2012. Sales revenue among its 1391 locations is
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$549,000 per outlet. This is far higher than its closest rival, the Rest of the South Island, with
$502,000 per outlet by comparison.
The Auckland region has around 37% of the industrys market share & employs 33%
of the countrys workforce. Wellington comes in second with less than half of
Aucklands stake 15% of the market share.
The Food Innovation Network is a long-term investment in the improvement of
the food industry; however the government expects to see an increase in new product
development within two years.
d) Compare and evaluate Sale forecast
1. 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, regular meals
increasing 3% per month and smaller meals increasing 1% to 2% per month.
First-timer meals are an important contributor to regular meals, as many of these
customers will be converted to regular meals. The top-line revenue is the same
for both types, but there is generally a high discount for first-timer meals which
is accounted for as a direct cost of sales. Smaller meals are also more costly than
regular meals. Growth will begin to slow in the third year as the restaurant sales
reach the maximum for the location's capacity. In this year, management will
plan for the addition of a second diner to increase capacity to grow.

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Sales Forecast
Unit Sales

2012

2013

2014

First-Timer Meals
Regular Meals
Small Meals, Drinks, Desserts
Total Unit Sales

23,876
42,576
13,412
79,864

30,786
52,324
14,920
98,031

31,402
54,940
15,368
101,710

Unit Prices
First-Timer Meals
Regular Meals
Small Meals, Drinks, Desserts

2012
$20.00
$20.00
$8.00

2013
$20.00
$20.00
$8.00

2014
$20.00
$20.00
$8.00

Sales
First-Timer Meals
Regular Meals
Small Meals, Drinks, Desserts
Total Sales

2012
$477,514
$851,522
$107,297
$1,436,332

2013
$615,722
$1,046,481
$119,364
$1,781,567

2014
$628,037
$1,098,805
$122,945
$1,849,786

Direct Unit Costs


First-Timer Meals
Regular Meals
Small Meals, Drinks, Desserts

2012
$8.00
$5.00
$3.20

2013
$8.00
$5.00
$3.20

2014
$8.00
$5.00
$3.20

Direct Cost of Sales


First-Timer Meals
Regular Meals
Small Meals, Drinks, Desserts
Subtotal Direct Cost of Sales

2012
$191,006
$212,880
$42,919
$446,805

2013
$246,289
$261,620
$47,746
$555,655

2014
$251,215
$274,701
$49,178
$575,094

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2. Qualitative sale forecast


The growth of the business depends on the quality and service. It changes according to
customers needs with time. 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. Before it serves only lunch and dinner
but in last few months they offer breakfast also. The introduction is timed such that the new
product does not cannibalize the product already in the maturity or growth stage. Thus the
secret lies in getting profits with different products in the different stages of the product life
cycle. As example little when this restaurant start serving breakfast it was in declining stage
.the profit margin was very lass but they try, investing and now a days its earning due to its
best service, variety and quality.

e) Impact of marketing strategies on profit:


Marketing planning makes the business successful. The marketing strategies used by this
restaurant are highly profitable in many ways like market share, product quality, investment
intensity and service quality. Majority of the Newzealand consumers are attracted by the
promotional media of publication, broadcasting, out of home advertising, internet and point of
sale. When used in a controlled manner, social media allow for quick, targeted and large-scale
communication and information-sharing both within the restaurant and outside. Some of
benefits of social media and internet which can add up profit are:
Sr.
No
1

Factors

Impacts

Competitive
Position

Resources

Both new and established customers will place increased trust in


restaurant. It can follow competitors on promotional media and theyll be
able to see what they have up their sleeve. Just make sure to provide a better
deal than whatever they have going on.

Opportunitie
s

Social media can help to find new employees. It can post new
vacancies on trade me.
Bring Attention to Your Products: Featuring a product on a social
media site is one of the fastest ways to bring attention to it. Offer a promotion
along with it for your online community members and its takeaway and dine
in strategy can reach up to peak point.
A successful brand will create customer loyalty, and will constantly
build awareness and participation in festival events lets customers visualize
their services and offerings.

f) Marketing Performance (SWOT)

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The components of SWOT analysis reflect an evaluation of the little India restaurants
marketing performance.
Strengths: The location of this restaurant is on Anzac Avenue near by Asian supermarket, count
down, vector arena, hotels and mainly Queen Street which has become the main
attraction centre of tourists with a high earning profit.
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. It is calculated to
be the correct value for the food that is served, and satisfies the people that is willing
to pay for it.

This restaurant believe in the customer, they will continue to make a reasonable profit,
that will allow them to remain competitive, healthy, community involved, and a
Family Restaurant where generation will continue to gather.

Weakness:

The dcor and the look of the restaurant seem to be old and outdated.

In the menu list chicken curries are expensive as comparison to others.

No arrangements of marriage parties and big function because of less space.

Threats:

It can invest more to expand its business and also make improvements in its
decoration and look to encourage dine-in.

Continue to decrease in menu offerings for some dishes.

Will try to make more arrangements of sitting area.

g) Analysis of External Environmental factors


Economic: The overall economy is one of the most obvious external environmental factors
that impacts businesses. Economic factor include economic growth, interest rates, exchange
rates and the inflation rate. These factors have major impacts on how businesses operate and
make decisions which make little india restaurant popular for indian food,in food preparation.
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Analysis of Little India:

The Auckland City economy expanded 4.5% over the year ended Mar 11 (3.3% for NZ).
There is Rapid population growth, fuelled by migration. A net migration gain has further
stimulated population growth of around 4% to 5% in the year to December 2011. New
Zealand economy is also growing which mean a strong labour market and more job security
for people. As per capita income is increasing people spending power will also increase
which is good sign of business for this restaurant.

Social: Over three-quarters of New Zealands population live in the South Island (75 percent)
with one-third of the total population living in the Auckland region. This region is also the
fastest growing, accounting for 46 percent of New Zealands total population growth.

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. As number of entertainment
activities increased in Auckland like Magi festival, Diwali festival and live events and shows,
people from other parts of New Zealand often travel to Auckland and which can help
restaurants to increase their sale.

Demographic: Demographic factor include population size,growth rate of


population,economic satisfaction,education level,language,relegion,income,race. Over threequarters of New Zealands population live in the North Island (76 percent) with one-third of
the total population living in the Auckland region. This region is also the fastest growing,
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accounting for 46 percent of New Zealands total population growth. Most Maori live in the
North Island (87 percent), although less than a quarter (24 percent) live in Auckland. New
Zealand is a predominantly urban country, with 86 percent of the population living in an
urban area.

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.

Cultural and Ethnic: Diversification of cultures helps restaurants to grow their business.
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. There are lots
of media available in Auckland for advertising like local news papers, websites
(www.dineout.co.nz) for reviews of our food which can help to attract more customers. Little
India has advertised through website also which helps customers to order online.
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. So, there are
varieties of rules for environment control especially for food or restaurant business. Little
India is contributing in using natural products and providing pure Indian taste to customers.
There are many waste products which are recyclable in restaurants. They are glass, plastic,
metal, cardboard, and aluminium. Composting food waste helps to reduce the amount of
waste and it improves the quality of the soil.
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, dining area, and restroom and we provide eco friendly
cleaning suppliers by using environmentally friendly cleaners for dishes, and linen, cleaners
for tables and floors.

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Political, Law and Regulations: Political and legal factor is one of the most important factor
in buisness industry. Political factors consist of areas such as labor law,tax policy,
environmental law, trade restrictions, tariffs and political stability. In New Zealand all the
product and services must comply with the safety, health and quality standards. There must
be specific terms and conditions for sale of goods and services.
Little india restaurant is fully licensed for food and drink and update its license regarding
Food safety standard, health and safety standards.

Analysis of Little India restaurant:


Little India restaurant deal with the legal conflicts in individual markets on which the
company may encounter. 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. This restaurant has to update its license for Food safety standard, health and
safety standards. The political scenario also matters as there can be some civil unrest in
certain markets. Therefore Little India restaurant has to stay in line with all those regulation
and rules.
Competitive: The closeness of one restaurant to others may have an effect on its success. If
another establishment that serves identical meals is within a close range, the result will be
increased competition and potentially lower gross sales. A restaurant that is near a similar one
must attempt to draw customers from the competition with promises of additional benefits,
features and lower prices. Obviously the highest chances of success exist when there are one
more restaurants are close by.
Technological: New technologies are being developed and adopted at an ever increasing
pace. Advances in information and communications technology (ICT) have revolutionised
how you do business, share information, keep in touch with others and learn. Some facts
about internet access in Auckland: The higher the household income the greater the level of
internet and telecommunication access;

Over 74% of household have access to the internet;

Over 98% of households have access to a telephone; and

More than 7 out of 10 household with an income of more than $100,000 have Internet
access;

Analysis of Little India:

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To talk about a recent trend that has greatly picked up and something that almost every
business is turning toward is Social Media. 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.

h) Resource utilisation for little India restaurant

The VRIO framework, in a wider scope, is part of a much larger strategic scheme of a firm.
The basic strategic process that any firm goes through begins with a vision statement, and
continues on through objectives, internal & external analysis, strategic choices (both
business-level and corporate-level), and strategic implementation. The firm will hope that this
process results in a competitive advantage in the marketplace they operate in.

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, and will there be significant cost
disadvantage to restaurant trying to obtain, develop, or duplicate the resource/capability?"

The Question of Organization: "Is little India restaurant organized, ready, 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. It is part
of resource management. In management, 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.

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Competitive
Implications

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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,
this is not to say that traditional marketing concepts cannot be applied. The conventional four
Ps of marketing, product, price, promotion and place, are as relevant to online businesses as
offline ones. However, e-commerce brings new issues that must be considered and may
require a rethinking of the existing marketing mix. E-commerce technologies offer new
product/service and new placing options as well as new pricing strategies. However, one of
the biggest effects has been on promotion.
Price: Price is another reason for most consumers has a high impact on the online ordering.
The price that customers are willing to pay based on considerations such as the company,
brand, reputation and 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.
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.A product strategy is the ultimate vision of
the product, as it states where the product will end up. By setting a product strategy, you can
determine the direction of your product efforts. To take product statergy advantage this
restaurant used many ways.like they advertise on internet on their website,on other
promotional media for their special menu offer,also on radio and news papers.
Different ways which used by little india restaurent to compete with their compititores.
Product quality,identity.
high employee motivation
they used special indian spices which has uniqe traditional indian taste.m
Promotion: The choice of a target market and formulation of the most appropriate promotion
mix to influence it.there are different type of promotional strategy.
Media release,event,networking,intenet,follow up with clients. Little india restaurant use
following prmotional strategies:

Advertising - radio advertise


Local media print advertising.
Customer referrals

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Discount cart,special coupan


Advertising and promotion on facebook and twitter page

Distribution: little India can connect directly with consumers and shorten the distribution
chain, inefficiencies can be eliminated, and product delivery time can be decreased, and can
build closer relationship with consumers. When the Internet can serve as a replacement for
the intermediary in managing information flow from consumers back to the restaurant,
demand can be gauged more accurately and service can improved.
Target Market: The internet is the fastest-growing advertising medium. Main target is the
city of Auckland with a population around 1.million.Most of area with downtown covered by
our branches in auckland. The Internet introduces the concept of interactive marketing, which
has enabled advertisers to interact directly with customers. ) In interactive marketing, a
consumer can click on an ad in order to obtain more information or send an e-mail to ask a
question. Beside the two-way communication and e-mail capabilities provided by Internet,
vendors also can target specific groups and individuals on which they want to spend their
advertising dollars. Hence this will enhance restaurants Target market in less time and cost.
Demand: The Internet will provide consumers with unprecedented amounts of product
information of Indian restaurant. It knows that consumers who access online product
information have a 15% greater demand for making online orders. 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. We know that this
strategy significantly outperforms the traditional strategy of targeting consumers who had
high demand in the past.
b) Compatibility with marketing objectives:
1. Opportunities and marketing strengths
Social Media: Promotional media impact the customers a lot. These sites can be part of
marketing campaign for little India restaurant. Restaurant is taking advantage of these mass
media sites by showing the menu offering and traditional dishes to attract the customers.
By distributing flyers door to door can be a good way to make people aware of restaurants
promotions by sitting at home. 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.

Websites: its a time for little India to take on technology, 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,
address, and photo of the establishment. Its also offering customers feedback
forms so they can know about customers complaints for better improvement.

2. Critical success factors:


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To know about customers feed back of complaints is a critical success factor of little india
restaurant.They should know in advance what is the customers thoughts about what ever
restaurent advertise through social media.
Customer outcomes of factors:Quality: the quality of food should be good because I always prefer to go out for dinner on
weekends. If it is not up to my desire then I would like to cook at my home.
Reliability and Trust: Orders should be fulfilled accurately. I believe that services promises
should be kept.
Continuous improvement: Customer needs a change in food. Use of latest technology adds to
customer convenience.
Cleanliness: restaurant should be clean and food must be hygienic.
3. Marketing capabilities:
Marketing capability is the ability to design and run processes effectively to a programme
that drives profitable growth. Capabilities for little India:a) Market Orientation
It is the first aspect of forceful marketing capability means online marketing. . It refers to
three behavioural components, namely customer orientation, competitor orientation, and
inter-functional coordination. It describes the market intelligence pertaining to current and
future needs of customers of little India. Restaurant can take advantage from this study of
judging customers behaviour, and competitors and then, bring that information to create new
products to market to meet the needs of customers. In addition, an organization will consider
customer needs, rivals, readiness of marketplace, and environment. However, market
orientation is a source of learning about information technology used to combine business
strategy.
4. Market characteristics
Marketing by promotional media is similar to traditional marketing but first its necessary to
know about features to distinguish this setting of traditional marketing environment.
Remembrance. 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.
Addressability. E-users through the Internet have the possibility to identify themselves
and provide information about their product needs and wants before making a
purchase. The ability of restaurant is to identify customers before they make a
purchase is called addressability. Addressability as the ultimate expression of the
marketing concept allows restaurant to tailor marketing mixes more precisely to target
customers with narrow interests.

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Control. Control refers to e-users ability to regulate information they view as well as
the rate and sequence of their exposure to that information. 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.
Digitalization. Digitalization is the ability to represent a product, its benefits as digital
bits of information allowing restaurant to use the Internet to distribute, promote, and
sell those features apart from the physical item itself. Digital features are easy to mix
and match to meet the demands of individual customers.

5. Competitive:
Competitive factor is a significant factor in a restaurants approach towards marketing which
should be considered by all restaurant.some important factor of little india restaurent is such
as special offer like lunch special,combo special and due to special taste most of customer
attract to this restaurant in comparision to others. Other point to analyse is SWOT which was
discussed in the beginning.
C) Distinctive competencies and Competitive advantage:
Place, more commonly called distribution , includes the organizations, locations (quantity and
type), and processes (physical, digital, intellectual) that support the creation and fulfillment of
customer demand. This is also a competitive advantage of this restaurent. Little indias skill is
to keep a change in variety of food according to customers need and deemand.
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. Feasibility study can be undertaken by any type
of business, project or team and they are a critical part of the Project Life Cycle. In the
beginning of opening, restaurant assesses the feasibility of their concept and location makes
sure they will earn some profit. This study helps to be confident to avoid crucial missteps and
financial loses.

Verifying the size of the targeted market within Auckland.


Analysing the detail about probable market, how customers will be profitable and
what are their needs. By analysing the external environment factors that influence the
market as well as restaurant.
Summarising the points in which restaurant can earn money, how it can promote
products, service, pricing and distribution.
Conduct site visit to inspect nuances of Auckland location, the local community, and
competitive set.

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Analysing the competitive set of restaurants for the competition's strengths and
weaknesses in Auckland area and what is different about products. Add points for how
the competition may respond when little India will introduce their new offering.

Outline risk factors like economic changes and increased competition, and how you
will mitigate them.

b) Risk analysis for Social Media and online marketing:


1. Leakage of staff information and data:
Impacts: Networking sites permit staff to share their personal information like name. Contact
no. , gender, location, hobbies etc. Regarding data leakage like internal information, trade
secrets or intellectual property may be leaked into the public domain via social networking
sites. All these may be misused or can be deleted.
Compulsory action and alternative controls: well educated persons never share their
personal things online. Staff can set their privacy policy for not sharing regarding restaurant.
It can disclose any important material of restaurant and can use the individuality of other
employee of restaurant.
Duty: HR department, owner or marketing agent.
2. Spoiling of reputation:
Impacts: little India restaurant is a reputed restaurant which can be damaged online. The
contents of planning of advertising by social media can be subject to spoil.
Compulsory action and alternative controls: change in a policy of restaurant: we cant post
material which is insulting, obscene, defamatory, threatening, distressing, bullying,
discriminatory, hateful, racist, and sexist, or copyright in accordance to restaurant.
Duty: HR, Manager or Owner.

c) Marketing Strategies best fit for little India:


Price - The reputation of the food and the restaurant commands high and resonable prices. It
is calculated to be the correct value for the food that is served, and satisfies the people that is
willing to pay for it. Price is another reason for most consumers has a high impact on the
online ordering. The price that customers are willing to pay based on considerations such as
the company, brand, reputation and product. Coming to restaurant on special event customer
will be served with special deal on reasonable prices.
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.
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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- A product strategy is the ultimate vision of the product, as it states where the
product will end up. By setting a product strategy, you can determine the direction of your
product efforts. To give advantage this restaurant used many ways like special menu offer,
High quality food, friendly and professional service, and an entertaining, fun-filled
environment, Different ways which used by little india restaurent to compete with their
compititores. By giving discount coupns to regular customers when ever they visit restaureant
then can get $2 discount.special offering for those who plan a party in the restaurant and they
can take part in the Points program and refer others.

Promotion- little India use both push and pull marketing to drive sales growth. It uses push
marketing to create awareness in a new or existing product, and then targets banner ads to
pull in customers when they search online for more information on the product. They use
newspaper ads and fliers about its menus directly into customer mailboxes.
Place (Distribution) - Place, more commonly called distribution , includes the organizations,
locations (quantity and type), and processes (physical, digital, intellectual) that support the
creation and fulfillment of customer demand.In the restaurant there are waiters, chef and
cleaners who are involved in serving and cooking of food and cleaning. 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.all customer expect good service and nice food.
Little India restaurant is fully licensed restaurent,it opens 7 days aweek for breakfast, lunch
and dinner and close at 11pm night.Location is very good and it provide a great experience
to customer.
d) Identifying gaps:
Resource gaps are identified through strength-and-weakness analysis as part of the SWOT
analysis described earlier. In this analysis it can be seen that in little India there are some
resources that already have and some it needs. It should be noted that some resources may
have to be sold and some acquired to meet the needs of ones competitive strategy. Restaurant
is trying to improve its position which makes resource gap analysis critically important for an
owner or manager. New resources must be developed when existing resources get worse,
devalue, or turn over. In addition, success with the existing strategy can create resource gaps
as additional resources are required for growth.
PART D (Strategic Marketing Plan)
a) Desired marketing position
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Product attributes: Thing that make little india different from other competitors is its
finished goods and raw material. Attributes include size, colour, functionality, components
and features that affect the product's appeal or acceptance in the market. Little India always
use fresh vegetable and chicken as other use frozen.
Usage of users: little India describes usage and users according to the change in weather. 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. This type of positioning is done deliberately to expand the brands market.

Product class: product class is a strategy to promote two products that lie in the same
product class. The main driver of positioning by product class is usually sales promotions and
sales tactics. For example use of this strategy in restaurant is selling chicken dishes and side
dishes at the same time. 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 is increasing the likelihood that consumers will buy, or at least try, both
products.

Consumer needs and benefit: This strategy is mainly used on the need and benefit of the
product. Little India can focus on some of the beneficial strategy like:

Reduce the risk of food poisoning.


Reduce the risk of high cholesterol.
Reduce the risk of diabetes.
As health awareness is increasing within people so need for these healthy food is increased.
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. A good example of this would be Raviz Restaurant , 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, little India changed its focus from only family and included students
and tourists as well which was a positioning strategy adopted because of competition.
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:

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Status Quo: It is Little Indias marketing approach that aims at keeping things as they are by
not trying to grab a larger market share, thus avoiding direct and expensive confrontation
with the competitors. This restaurant want to maintain its price stabilize because if price is
not stable it will affect their status hence market share as well.
Intense growth: It is a strategy of "aggregation" or expansion under which growth is
achieved by expanding the scale of operations. This strategy involves expansion of firm's
product range and market. Four alternative strategies in this regard are as follows:
Market penetration: Market penetration, 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. 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, or share. To
increase market penetration of Indian food is trying to increase its promotion ,adjusting price
and improving this product by adding additional salads in that particular curries.
Market development: Little India follows a market development strategy for its current
brand as they want to expand the potential market through new users. New users can be
found in new geographic segments, new demographic segments, new institutional segments
or new psychographic segments. So Little India is currently looking for other locations to
open new branches within Auckland.
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.
In addition, new product development can open up new marketing channels and help to
increase market share of Restaurant.
Diversification: Little Indias starting of Breakfast is an excellent example of diversification.
By starting this Little India is offering new products that were not available in traditional
restaurants. Breakfast specializes in serving all kind of food, which attracts customers that
usually don't come to Little India to eat Indian food. This time is also not only a product
development. 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. Little India may
mix together up to the sources of raw material. 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. Little India can mix with its other competitor. It will give benefit
to economic sale.
c) Marketing approaches: Little India is keeping it traditional value maintained. Either the
restaurant is located in Auckland or out of town its taste will be same. Auckland travellers can
expect the same high quality ingredients regardless of what branch they are visiting. It offers
different menu offerings to adults and kids.
Mass marketing and distribution: its a strategy in which a firm decides to ignore market
segment differences and appeal the whole market with one offer or one strategy. Little Indias
mass marketing is focused on promotional media to reach up to the each person of Auckland.
Little India is using distribution channels as follows:
Grower, The grocery channel (distributor) and the food service channel (restaurant)

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Once a farmer harvest the crop the distribution of raw commodity begins. Then its sod in
market from there it goes to grocery stores, restaurants, frozen food courts. The chicken and
the vegetables which are being used by little India is fresh. Second, Restaurant buys all the
necessary items from grocery stores. Third, all the interior or exterior designing or the
distribution will be done direct. The licenses and codes' issues are all in order. This branch
currently have grade A Certificate for food handling and safety. The restaurant opens from
morning 10 AM to 12 in afternoon and in evening from 5pm to 12 pm. It always opens on
public holidays bit for short period. 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. Same as Little India offers different variety of menu offering to
their customer.
The differentiated product specific market or niche market: The market niche defines the
specific product features aimed at satisfying specific market needs, as well as the price range,
production quality and the demographics that is intended to impact. Little India is thinking to
use it by website. This can be good way to attract or develop the specific target market.
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. In these days, 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. When a customer interacts with a staff member, on
social media or Web site, the customer is made to feel that the restaurant knows and cares
about them.
d) Analysis of current and future market demand: There are many ways through which
Little India can lead to increase in future demand. First, for each consumers taste feeling is
essential. They need new or delicious flavours in less amount of money. Second, according to
the change in trend people love to eat healthy or simple diet like salad, fresh meat, ready to
eat meals, fast food. Near about 405 of them eat out others have moved to one dish meal.
Third, people love to eat fresh food. This trend makes the consumers to use natural food
which has outperformed the market by 30%. Fourth, 50% of the consumers love to dine in
rest of that prefer to order online. 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.
Fifth, The natural high levels of minerals and vitamins in salad, or chemicals in tomato
ketchup, 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. The
trend is: market natural products with ingredients which are beneficial to health.
e) Strategy for Market Mix conformation from stakeholders: Stakeholder refers to
individuals and groups that have interest in the organisation or its products/services. Little
India have two types of stake holder first internal Stakeholders include owners of the
business, customers, suppliers, employees. Secondly, external stakeholders do not own or
work with the business, but still have an interest in the business. They include: Customers,
Associations and organisation inclusive; the press/media, local governments, local
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communities, bank and public authorities. It has some benefits also- information sharing,
decision making, health awareness and improved relationship with stakeholders.
f) Performance measure and review of marketing mix: All businesses have to carry some
long or short term action plans. In long term plans we focus on broad concepts, strategies and
direction and at the short-term broad base of the triangle, attention to day-to-day detail,
especially with respect to cash movements, is the order of the day. Little India uses daily
basis as a performance measures.
Daily basis: Little India use regular basis to measure if the business performance is meeting
planned expectations. It includes like projected income, cash flow and expenditure. it has
some important performance indicator like: level of sales which add a gross margin, it pays
for fixed costs and expectantly leaves profit. In Little India we daily calculate the total sale
and enter amount in cash register for further analysis. Second, market share- a market share is
essential part of business; decrease in your sales could simply be a function of a decrease in
the entire market for your product or service. By calculating market share we can judge
where we stand in industry. 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. Like Little India sell Indian food in target areas, it needs to know what
consumers in your area spend on Indian food frequently. 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. We are doing this over self. We get
information from website, Chamber of commerce etc.
Calculate your market share once we have the relevant statistics. We do calculation
based on revenues.
We keep track of our market share over time. If there are distinct changes to our
market share, we find out what is causing it.

And the last one is profit and loss. In Little India there is special accounting department
which calculate everything.
g) Purposed Strategic marketing plan:
Key points
Existence through
promotional media
like newspaper,
flyers
Update existing
Website

Participating in
social events

Resources required
Headings, sub
heading and product
portfolios
Online orders, page
of customer feedback
, consultation of
website designer
In event sponsors or
city clubs

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Timeline/monitoring
End of 2013
By conducting
survey every month

Outcomes
Customer feedback
and survey

Increase in sales,
feedback and good
experience
Brand awareness

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References:
www.marketing research
Little India home page
www.google .co.nz

SOURCE: 2001 Census Statistics New Zealand).

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