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MKT501 CASE MOD 2. Strategic Marketing Module 2 Case. PROMOTION MANAGEMENT & SWOT ANALYSIS

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Module 2 - Case


PROMOTION MANAGEMENT & SWOT ANALYSIS


Assignment OverviewThe Marketing Plan: GAP Analysis Every business should determine its own standards for success when evaluating the attractiveness of a market, since every industry has its unique circumstances. Criteria that influence Segment Attractiveness include: Market Growth (Market Size, Growth Rate, Market Potential) Competitive Intensity (Number of Companies, Ease of Entry, Substitutes) Market Access (Customer Familiarity, Channel Access, Company Fit)While benchmarking based on criteria is beneficial in capturing the qualitative aspects of a market situation, the profit potential must also be assessed for all segments deemed attractive based on their market attractiveness indexes. Segmentation Application Provide a brief description of your chosen product/service. (This should be used throughout the class.) Analyze customer needs for the target product Discuss Segmentation Strategies based on two real competitors' market position Devise a niche marketing strategy that would be appropriate for your company's product.Gap Analysis, Benchmarking & Competitive Advantage Implement a Gap Analysis of Two Competitors. Discuss how the findings would be used.Listen10/29/19, 9(50 PMPage 2 of 3https://tlc(dot)trident(dot)edu/content/enforced/134089-MKT501-2019OCT1…lSessionVal=H6nkO95XZL0Eq4Nrhroee62S7&ou=134089&d2l_body_type=3Develop Competitor and Competitive Benchmarking. Competitor benchmarking involves identifying a business’s main competitors and then comparing itself against them in key performance areas. Competitive benchmarking involves going outside a business’s market or industry to study a company that excels in an area where the business is deficient. Devise Strategies to Achieve Competitive Advantage for the CompanyThis is the main part of the assignment and requires extensive critical thinking. Do not rely on summarizing information; instead explain based on the definition of each virtue and vice how they apply to your chosen leader. Use your library articles to provide support for the analysis. Use the template and divide your paper into clear sections with headings based on each of the virtues and vices you are discussing. Using articles primarily from Trident Online Library’s full-text databases (like Academic Search Complete, Business Source Complete, and/or ProQuest Central), research the chosen topic and create a well-balanced 4- to 5-page submission that demonstrates evidence of critical thinking. Remember that this means your paper should not be just a summary of the articles and book chapters that you read, but rather an in-depth analysis that is supported by quality, professional, and graduate-level research. Do not use any quotations. Since you are engaging in research, be sure to cite and reference the sources in APA format. The paper should be written in third person; this means words like “I”, “we”, and “you” are not appropriate. For more information see Differences Between First and Third Person. Use the attached APA-formatted template (MKT501 Case2) to create your submission.Assignment ExpectationsYour submission will include: Trident University International’s cover page A 4- to 5-page paper with APA citations (2- to 3-sentence introduction, body and 2- to 3-sentence conclusion)
Page 3 of 3https://tlc(dot)trident(dot)edu/content/enforced/134089-MKT501-2019OCT1…lSessionVal=H6nkO95XZL0Eq4Nrhroee62S7&ou=134089&d2l_body_type=3Privacy Policy | ContactThe reference list page in APA format

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STRATEGIC MARKETING MODULE 2 CASE
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Strategic Marketing Module 2 Case
1.0 Introduction
La Salsa Grill is a restaurant that will be offering fresh Mexican food cooked in front of the customers’ eyes. The restaurant shall triumph owing to the lack of direct competition and the increasing demand for a product like this in town. This is because of the increasing health issues that have made consumers to increasing become keen on their diet and are moving from canned foods to fresh food. Thus, there is need for La Salsa restaurant that shall cover this market gap. La Salsa shall lead the charge of the world’s emerging obsession of how food is prepared on time.
2.0 Product
La Salsa is a fast growing fresh Mexican food restaurant. It is unique because of its fresh style that has an open-display kitchen where the consumers will be watching their food get prepared. It shall also be popular for its fresh Salsa Bar where customers can custom make their salsa. They will be able to choose flavors from hot and wild to robust. The restaurant will not utilize lard, can openers or microwaves. The signature of its unique taste will be charbroiled cooking flavorful Mahi Mahi, large succulent shrimp, tender steak and white meat chicken that is skinless. Famous menu foods shall be veggie specialties, handcrafted tacos and gourmet burritos. Its high-quality menu combined with the fresh attitude shall make La Salsa customers’ favorite.
3.0 Target Market
The target market for La Salsa is college learners and young millennial professionals of ages 18 to 35. Many of them take cooking as a hobby and will cook their meals using fresh and healthy foods. They have grown awareness of their health as witnessed in the current society. When these millennial lack time to make their meals, they look for optional cooking and go to eat out. Most of them will not go to any restaurants they will go to fresh food restaurants like La Salsa for their meals as a healthy option to fast food. They have a disposable income of over $ 70,000 and can afford the Mexican cuisines. Therefore, the target customers are careful on the value for their money as they focus on the quality of food as well as service delivery.
4.0 Segmentation Strategies
La Salsa is a restaurant that will pride itself on “open-display kitchen”. The restaurant will pick popularity among many people. Its main customer segment is millennials. The restaurant’s primary strategy is to take over millennials by providing freshly made meals and put target on them on the basis personalities as well as characteristics.
5.0 Niche Marketing
There is lack of high-quality, fast food Mexican restaurants in town. The present ones utilize shredded meats, lard and canned foods. La Salsa shall prepare 100 percent fresh made in an open-display kitchen. The Salsa Bar shall allow customers to make their foods to their unique tastes.
The main target market for La Salsa being college learners and young millennial professionals of ages 18 to 35, it will bot utilize traditional media. Conventional media is less appealing to the millennials and its advertising outlets therefore will revolve around online as well as social me...
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