Marketing is to identify the wants, desires of the consumers, both now and in the future, and to provide the right goods or services to satisfy the consumers and to make a profit for the firm.

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Marketing Marketing is to identify the wants, desires of the consumers, both now and in the future, and to provide the right goods or services to satisfy the consumers and to make a profit for the firm. The business I am studying is in tertiary sector, which is a small fast food restaurant called “Cottage Chicken”. It’s a new restaurant and its near Enfield town centre on Lancaster road. However, there is a competition with similar businesses that already exist in that area such as “Dixy Chicken”. Therefore the business is planning to advertise using different types of media that are also cheap and appeal to customers in order to overcome the competition. The following media is going to be used by the business: Media Typical rates Advantages Disadvantages  Radio (local) £300 per 30 seconds. Can use sound & music. Relatively cheap to produce and audiences can be targeted. Non-visual. Message usually short lived. Listeners may switch or ignore adverts.  Local newspapers- per Column line. • Front page • Back page • Other • Full page (34cms x 9 columns) • ½ page (17cms x 9 columns) • ¼ page (17cms x 5 columns) • ¼ page (17cms x 4 columns) £7.60 £6.30 £5.30 £800 £600 £450 £350 Adverts can be linked to local conditions. Can be used for test marketing before national launch. Reproduction and layout can be poor. Adds often unread  Leaflets £200 per 2000 coloured. Low cost. Colour available. Junk mail thrown away. Mail shots often inaccurately targeted. Before the business could advertise they had to think about taking out a loan, which can be easily paid back because they did not have enough money of their own. So they took out a short term loan of I year in order to pay less interest, which is the charge of borrowing £3000 from a bank. In addition, the bank offered them a variety of loans such as business starter loans and small firm guarantee scheme. The business spends £600 on radio for 1 minute. £200 for 2000 colour leaflets. £800 for full page (34cms x 9 columns). The total cost for all these medias is £1,600. £500 was saved in bank was saved in bank for future use. The rest of the money that is left is explained later on how it was used. The business have use this media plan to persuade people to come to their restaurant. The business is also planning to advertise on the Internet in the near future to help the business to build its reputation more because it is very popular nowadays. Also they are going to take out a market research to find what consumers want, why they prefer one thing to another and what makes them buy in order to meet their objectives, which is to maximise their sales and to continuously change update their products in order to build a good reputation. The business thinks this will help them to make more profit and to overcome the competition against their rivals. The business is planning to do a street interview, which is a primary research and also known as field research. It is quite expensive but it is valuable than secondary research because the data already exists, which can be 3-5 years old. The business spends £700 of the money that was left on this because it employed a specialist local market research organisation that is experienced in questionnaires designing and sampling. On the next page is a questionnaire they asked to 20 people on the streets. Questionnaire 1. Age: under 15 0 15 – 30 0 30 – 45 0 45+ 0 The results show that there were 45% of
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the people who were aged 15-30, as teenagers go more go more often than people aged 30-45. So they’re target market will be at people aged 15-30. 2. Which fast foods restaurant do you prefer: Cottage Chicken 0 Dixy Chicken 0 Euro Pizza 0 Others …………………….. The graph shows that there are more people who prefer Cottage chicken and then Dixy chicken rather than Euro pizza because the products they both sell are popular fast foods, which means a strong competition between these two. Also few local people said they prefer to go to others such as KFC but they ...

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