developing a marketing plan
Before developing a marketing plan, marketers need to conduct situation analysis and subsequently SWOT analysis of the company. Information about the internal and external environment of the company can be found in general audience magazines and newspapers, as well as in publications for more specific audiences, and databases such as census.gov, SimplyMap, and Hoover’s. This exercise will help students learn how to research, read, and make use of a variety of secondary resources in analyzing the environments of the company, and provide us with a starting point for talking about types of secondary sources and how and why to access them.
Samadi, N. (2012), Single Location Full-Service Restaurants in the U.S. Santa Monica, CA: IBISWorld
Hoover’s on Restaurant
SimplyMap data on Reading
Census.gov data on Reading and Berks County
Reading Eagle article on new restaurant
In this semester, imagine you are hired as an account executive of ABC Consulting Company to advise Mr. Smart, the owner of single-location independently owned (not part of a restaurant chain) full-service (not fast food) restaurant in the Greater Reading area.
Read and critically use all the secondary sources listed above, plus TWO other secondary resources you search on your (5 points – remember to include all of secondary resources in the situation analysis write-up, in-text citation, and reference section). Then write an executive summary to Mr. Smart that reflects your honest thoughts about the business environments faced by him, as ABC is going to help him develop a marketing campaign for his restaurant in the Greater Reading area after conducting situation and SWOT analyses. The maximum allowable length of this paper is two pages (1.5-line or double spaced).
1. Write an executive summary of the situation analysis, that is, the business environments faced by Mr. Smart’s restaurant in the Greater Reading area (you can choose any established independently owned restaurant). The situation analysis should address ALL the key elements in both the internal and external environments.
1. Internal environment includes information such as:
2. Restaurant name
3. Type of cuisine
iii. Type of restaurant (e.g. upscale, diner, Italian, Chinese, etc.)
1. Proposed location in the Greater Reading area, and other operation issues (e.g. pricing, advertisement, suppliers)
Please make up the internal environment yourself, as long as the restaurant concept is realistic. Use one paragraph to discuss the internal environment (10 points).
1. External environment includes:
2. Technological (use IBISWorld and/or Hoovers and/or Minitab)
3. Economic (use IBISWorld and/or Hoovers and/or Minitab)
iii. Competitive (use Hoovers: input zipcode and look for list and number of competitors)
1. Customer environments (use SimplyMap and/or census.gov)
Please use one paragraph to discuss each external environment, four paragraphs altogether (40 points, 10 points for each external environmental factor).
2. Conduct SWOT analysis (using a 2 X 2 grid) by sorting the environmental factors into favorable and unfavorable. Explain why the factors are placed in each cell in one paragraph (10 points).
3. Suggest and describe in details two strategic alternatives that Mr. Smart should adopt that build on its strengths, and/or take advantage of the opportunities, and/or mitigate its weaknesses, and/or be ready to take on the challenges presented by the threats (20 points).
4. Lastly, insert in-text citations and also a reference section at the end of the paper. The reference section will not be counted towards the two-page limit (5 points).
Note on writing: You are NOT to copy and paste text from the secondary sources to your paper. You need to use APA style for your citations, paraphrase the text, critically analyze the cited information, and demonstrate that the cited sources support (or not support) your arguments. The website for APA style: http://www.libraries.psu.edu/psul/lls/students/apa_citation.html (Links to an external site.)
Written communication skills (typos, wrong choice of words <e.g. using “you” in formal writing, wrong usage of then/than, too/two, their/there, etc.>, incomplete sentences, convoluted sentences, grammatical errors) are worth 10 points. Please use appropriate sub-headings to identity various environmental factors. You may use bullet point format, but use complete sentences in body text.
Compelling correspondence is essential to the achievement all things considered but since of the changing idea of the present working environments, successful correspondence turns out to be more troublesome, and because of the numerous impediments that will permit beneficiaries to acknowledge the plan of the sender It is restricted. Misguided judgments.In spite of the fact that correspondence inside the association is rarely completely open, numerous straightforward arrangements can be executed to advance the effect of these hindrances.
Concerning specific contextual analysis, two significant correspondence standards, correspondence channel determination and commotion are self-evident. This course presents the standards of correspondence, the act of general correspondence, and different speculations to all the more likely comprehend the correspondence exchanges experienced in regular daily existence. The standards and practices that you learn in this course give the premise to additionally learning and correspondence.
This course starts with an outline of the correspondence cycle, the method of reasoning and hypothesis. In resulting modules of the course, we will look at explicit use of relational connections in close to home and expert life. These incorporate relational correspondence, bunch correspondence and dynamic, authoritative correspondence in the work environment or relational correspondence. Rule of Business Communication In request to make correspondence viable, it is important to follow a few rules and standards. Seven of them are fundamental and applicable, and these are clear, finished, brief, obliging, right, thought to be, concrete. These standards are frequently called 7C for business correspondence. The subtleties of these correspondence standards are examined underneath: Politeness Principle: When conveying, we should build up a cordial relationship with every individual who sends data to us.
To be inviting and polite is indistinguishable, and politeness requires an insightful and amicable activity against others. Axioms are notable that gracious “pay of graciousness is the main thing to win everything”. Correspondence staff ought to consistently remember this. The accompanying standards may assist with improving courtesy:Preliminary considering correspondence with family All glad families have the mystery of progress. This achievement originates from a strong establishment of closeness and closeness. Indeed, through private correspondence these cozy family connections become all the more intently. Correspondence is the foundation of different affiliations, building solid partners of obedient devotion, improving family way of life, and assisting with accomplishing satisfaction (Gosche, p. 1). In any case, so as to keep up an amicable relationship, a few families experienced tumultuous encounters. Correspondence in the family is an intricate and alluring marvel. Correspondence between families isn’t restricted to single messages between families or verbal correspondence.
It is a unique cycle that oversees force, closeness and limits, cohesiveness and flexibility of route frameworks, and makes pictures, topics, stories, ceremonies, rules, jobs, making implications, making a feeling of family life An intelligent cycle that makes a model. This model has passed ages. Notwithstanding the view as a family and family automatic framework, one of the greatest exploration establishments in between family correspondence centers around a family correspondence model. Family correspondence model (FCP) hypothesis clarifies why families impart in their own specific manner dependent on one another ‘s psychological direction. Early FCP research established in media research is keen on how families handle broad communications data. Family correspondence was perceived as an exceptional scholastic exploration field by the National Communications Association in 1989. Family correspondence researchers were at first impacted by family research, social brain science, and relational hypothesis, before long built up the hypothesis and began research in a family framework zeroed in on a significant job. Until 2001, the primary issue of the Family Communication Research Journal, Family Communication Magazine, was given. Family correspondence is more than the field of correspondence analysts in the family. Examination on family correspondence is normally done by individuals in brain science, humanism, and family research, to give some examples models. However, as the popular family correspondence researcher Leslie Baxter stated, it is the focal point of this intelligent semantic creation measure making the grant of family correspondence special. In the field of in-home correspondence, correspondence is normally not founded on autonomous messages from one sender to one beneficiary, yet dependent on the dynamic interdependency of data shared among families It is conceptualized. The focal point of this methodology is on the shared trait of semantic development inside family frameworks. As such, producing doesn’t happen in vacuum, however it happens in a wide scope of ages and social exchange.
Standards are rules end up being followed when performing work to agree to a given objective. Hierarchical achievement relies significantly upon compelling correspondence. So as to successfully impart, it is important to follow a few standards and rules. Coming up next are rules to guarantee powerful correspondence: clearness: lucidity of data is a significant guideline of correspondence. For beneficiaries to know the message plainly, the messages ought to be sorted out in a basic language. To guarantee that beneficiaries can without much of a stretch comprehend the importance of the message, the sender needs to impart unmistakably and unhesitatingly so the beneficiary can plainly and unquestionably comprehend the data.>