Topics
strategy, target market, marketing mix, retailing/services
Review the activity below or download the PDF student worksheet
- Student Worksheet: Developing a Strategy and a Marketing Mix
- Instructor Solutions (Members Only): Developing a Strategy and a Marketing Mix = Solutions
Student Discussion Activity
This activity requires you to develop an appropriate marketing mix for your own restaurant. (Assume that you have a suitable budget and that reasonable expenditure is possible.)
Firstly, decide on your overall strategy and your target market (that is, what is going to make your restaurant successful in a very cluttered and competitive industry?).
Then outline the “details” (the marketing mix) for your restaurant. To assist you, listed below are some “thought starters” for options/choices. (Note: you don’t need to consider ALL these ideas.)
List of possible marketing mix elements:
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Location – suburb/area? |
Extent of menu – broad or narrow? |
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Location –shopping center, city, waterfront? |
Frequency of menu changes? |
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Type of cuisine? |
Daily specials? |
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Quality of food? |
Any packaged meals/set menus? |
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Flexibility of meals? |
Children’s menu? |
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Type of service – table/self serve? |
Offer take away or home delivered? |
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Type of staff? |
Outdoor seating? |
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Alcohol available? |
Separate parking? |
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High quality coffee? |
Opening Hours? Days? |
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Seating capacity – 20, 50, 100, 200 seats? |
Quality of service? |
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Décor theme? |
Quality of furniture, plates, cutlery? |
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Free wi-fi access? |
Special promotional deals? |
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Use advertising – type- frequency? |
Cater for special occasions? |
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Use letterbox drops? |
Baby high chairs? |
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Loyalty program? |
Kid’s playground? |
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Average price of meals? |
Website and social media platforms |
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Discounts? – When? |
Bookings required? |
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Price relative to competitors? |
Music/entertainment? |
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Cash only and/or credit cards? |
Dance floor? |
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Separate drinks area? |
Display menu outside? |
Student Discussion Questions
- What are the main aspects of your restaurant that will make it successful? (That is, why will people come to your restaurant?)
- What’s the target market for your restaurant?
- What’s a suitable name for your restaurant?
- What’s your restaurant’s marketing mix? (Use some of the ideas listed in the above table, but feel free to add some of your own.)
