2930 gun.docx

LINGUIS INTERNATIONAL INSTITUTE


LINGUIS INTERNATIONAL INSTITUTE STUDENT ID: - L051300196 UNIT STANDARD: - 2930 GARRY (GUNJAN) PATEL DIPLOMA IN BUSINESS LEVEL-7

About Little India

UNIT STANDARD 2930 GARRY PATEL

Successful people are always looking for opportunities to help others. Unsuccessful people are always asking, “What’s in it for me?”

– Brian Tracy


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


http://www.littleindia.co.nz/locations

http://www.littleindia.co.nz/locations


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 Café 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:

PriceThey slightly decrease price in some of their menu items but at the cost of reduction of staff which can affect their customer service.

ProductMasala 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.

PlaceMasala 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 10th meal free for each regular customer. Little India still has no plan like that in effect.

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 Nation’s 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 $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 industry’s market share & employs 33% of the country’s workforce. Wellington comes in second with less than half of Auckland’s stake 15% of the market share.


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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.



Sales ForecastUnit Sales 2012 2013 2014First-Timer Meals 23,876 30,786 31,402Regular Meals 42,576 52,324 54,940Small Meals, Drinks, Desserts 13,412 14,920 15,368Total Unit Sales 79,864 98,031 101,710Unit Prices 2012 2013 2014First-Timer Meals $20.00 $20.00 $20.00Regular Meals $20.00 $20.00 $20.00Small Meals, Drinks, Desserts $8.00 $8.00 $8.00Sales 2012 2013 2014First-Timer Meals $477,514 $615,722 $628,037Regular Meals $851,522 $1,046,481 $1,098,805Small Meals, Drinks, Desserts $107,297 $119,364 $122,945Total Sales $1,436,332 $1,781,567 $1,849,786Direct Unit Costs 2012 2013 2014First-Timer Meals $8.00 $8.00 $8.00Regular Meals $5.00 $5.00 $5.00Small Meals, Drinks, Desserts $3.20 $3.20 $3.20Direct Cost of Sales 2012 2013 2014First-Timer Meals $191,006 $246,289 $251,215Regular Meals $212,880 $261,620 $274,701Small Meals, Drinks, Desserts $42,919 $47,746 $49,178Subtotal Direct Cost of Sales $446,805 $555,655 $575,094

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 day’s 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

Factors Impacts

1 Competitive Position

Both new and established customers will place increased trust in restaurant. It can follow competitors on promotional media and they’ll be able to see what they have up their sleeve. Just make sure to provide a better deal than whatever they have going on.

2 Resources Social media can help to find new employees. It can post new vacancies on trade me.

3 Opportunities

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)

The components of SWOT analysis reflect an evaluation of the little India restaurant’s 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 décor 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.

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 Zealand’s 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 Zealand’s total population growth.


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 three-quarters of New Zealand’s 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, accounting for 46 percent of New Zealand’s 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.


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.

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;


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?"


http://en.wiktionary.org/wiki/Rare

http://en.wikipedia.org/wiki/Value_(economics)


The Question of Organization: "Is little India restaurant organized, ready, and able to exploit the resource/capability?"

Resource/Capability Rare? Valuable? Difficult to imitate?

Exploited by the little India restaurant?

Competitive Implications

Sales and Marketing no Yes no yes Parity

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.

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.


http://en.wikipedia.org/wiki/Organization


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 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: it’s 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. It’s also offering customers feedback forms so they can know about customer’s complaints for better improvement.

2. Critical success factors:

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 OrientationIt 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 it’s 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.

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 restaurant’s 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.

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 can’t 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.

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 one’s 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

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 brand’s 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:



Status Quo: It is Little India’s 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 India’s 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: it’s a strategy in which a firm decides to ignore market segment differences and appeal the whole market with one offer or one strategy. Little India’s 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)



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 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 Resources required Timeline/monitoring OutcomesExistence through promotional media like newspaper, flyers

Headings, sub heading and product portfolios

End of 2013By conducting survey every month

Customer feedback and survey

Update existing Website

Online orders, page of customer feedback , consultation of website designer

Increase in sales, feedback and good experience

Participating in social events

In event sponsors or city clubs

Brand awareness



References:www.marketing researchLittle India home pagewww.google .co.nzSOURCE: 2001 Census – Statistics New Zealand).


http://www.google/

http://www.marketing/

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