edf40wrjww2CF_PaperMaster:Desc
Abstract
Simply Mexican is a full service Mexican restaurant with a bar and karaoke entertainment. It is situated in the town centre of Loughborough which is one of the largest towns in Leicestershire. We aim to provide a unique dining experience whilst offering good quality food at competitive prices. Simply Mexican aims to reach a large proportion of the restaurant market as a result of its competitive advantage combined with aggressive advertising and promotion.
Section I
The key objective of marketing is to “attract and retain customers at profit” (Drucker, 1999) so it is crucial that is collected and implemented properly. Therefore depending on the type of marketing that is to be implemented (perhaps, radio, TV or local press) the background of the market should be examined carefully because this will allow the market to be segmented allowing for more effective and penetrable marketing.
It is often the case that a company may view a situation entirely differently to the consumer and such marketing and data collection is required to discover what these views are. As Jobber (2004) notes, “…it is dangerous to rely solely on the internal views of managers…only when [a] company really understands what its customers want[s] could it [be] put into action..”
The initial stage of this process involves the collection of data, which “…is of little worth in itself but may become meaningful when combined with other data…” (Jobber, 2004). When this data is combined and linked together linked with other aspects such as demographics it is turned into useful and applicable information.
This information can then be used in conjunction with advertising to create ...