Entrepreneurship in Restaurant Business, Marketing Strategy

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ACKNOWLEDGEMENT

I would first like to express my gratitude for my research supervisor, colleagues, and peers and family whose immense and constant support has been a source of continuous guidance and inspiration.

DECLARATION

I [type your full first names & surname here], declare that the following dissertation/thesis and its entire content has been an individual, unaided effort and has not been submitted or published before. Furthermore, it reflects my opinion and take on the topic and is does not represent the opinion of the University.

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TABLE OF CONTENTS

ACKNOWLEDGEMENTii

DECLARATIONiii

CHAPTER 1: INTRODUCTION1

1.1 Introduction1

1.2 Significance of the Study1

1.3 Problem Statement1

1.4 Research Aims and Objectives2

1.5 Research Questions2

1.6 Anticipated Outcomes of the Completed Project3

1.7 Credibility3

CHAPTER 2: LITERATURE REVIEW5

2.1 Marketing5

2.2 Purpose of Marketing Strategy6

2.3 Restaurant Marketing: Positioning7

2.4 Marketing Strategies of Catering Services7

2.5 Marketing Plan9

2.6 Marketing Mix10

2.6.1 Product10

2.6.2 Place11

2.6.3 Promotion12

2.6.4 Price12

2.7 SWOT ANALYSIS13

2.7.1 Opportunities:13

2.7.2 Threats:13

2.7.3 Strengths:13

2.7.4 Weaknesses:14

2.8 Future Spin Offs of the Product14

2.8.1 Variations in Taste14

2.8.2 Branded products14

2.8.3 New Products14

2.8.4 Branching Out15

2.9 Competitive Advantage and Competitive Difference15

CHAPTER 3: METHODOLOGY16

3.1 Introduction16

3.2 The Research Process16

3.3 Rationale for a Qualitative Study17

3.4 Data Collection Methods18

3.5 Methodology18

3.6 Inclusion and Exclusion Criteria20

3.7 Quality and Verification21

3.8 Keywords Used22

CHAPTER 4: DISCUSSION23

CHAPTER 5: RECOMMENDATIONS AND CONCLUSION25

5.1 Conclusion25

5.2 Recommendations26

5.2.1 Prioritize Existing Customers26

5.2.2 Give Customers Reason to Return27

5.2.3 Maintain the Quality of Food27

5.2.4 Emphasis on Advertising27

REFERENCES28

CHAPTER 1: INTRODUCTION

1.1 Introduction

The concept of marketing refers to one of the division, whose task; it is services to market goods and, on the other hand describes the concept, a concept of holistic, market-based management to meet the needs and expectations of customers and other stakeholders. This understanding comes the marketing of a surgical technique influence (marketing mix instruments) to a leadership concept that other functions such as procurement, production, management and staff includes (Keaveney 2005 71). To address the many complexities involved in different types of markets, marketers need to plan and implement one or more marketing strategies in order to achieve the objectives that the company or business unit has set itself in its target market.

1.2 Significance of the Study

The study will help assess to make a fair comparison of the role marketing strategies for entrepreneurs in implementing business plan for opening restaurant.

1.3 Problem Statement

In recent years there has been an increased emphasis on marketing efforts from companies in order to gain more market share and competitive advantage. This research will helpful in forming marketing strategies in order to target the right market and provides handful of information about marketing mix. This study mainly focused on Entrepreneurship in Restaurant Business and marketing Strategies.

1.4 Research Aims and Objectives

This research provided a valuable feedback to the entrepreneurs, who wants to start their business like restaurants and for the researcher it facilitated in understanding relationship between marketing efforts constructs and it will increase the understanding about marketing strategies.The aims and objectives of the study are to understand:

Concept of marketing.

Concept of marketing strategies.

The importance of marketing strategies in a newly started business.

Marketing strategies through which entrepreneur can attract customers.

1.5 Research Questions

Based on the above objectives, research questions are necessary to specify and provide ...