Marketing Audit Outline – For Caribbean Restaurant

The purpose of this project is to define the plan for and critically evaluate the marketing strategies of a specific Caribbean restaurant. You should draw information from previous course material, SBA web pages, realtors in your selected area (Palm Bay, Florida), and other industry websites and competitors for your information. Additionally, you must learn all you can about the company and the industry through published sources and through conversations with knowledgeable persons.

The content of the paper should include these sub-titled sections:

• External and Internal Environment
• Subway or your company/ministry history (events leading up to the start or opening - up to one page)
• Describe the markets, products, and customers for this firm
• Single out two (2) trends in the environment that represents an opportunity and two (2) trends that represent a threat to this specific company. Under each opportunity, suggest a positive action. For each threat, suggest a defensive action.
• Identify and compare the strengths and weaknesses of your company with its major competitors.

• Target Market and Channel Relations
• Identify the target customers. Is there more than one type of target customer? What segmentation basis does the company use to identify its customers?
• What is the form of the company’s channel relationships? What does the company do to build relations with their customers and their suppliers? How do they measure and track these relationships?

• Promotional Strategy
• What is the company’s overall communication/promotion strategy? What medium does it use to advertise? How effective is the advertising?
• Does the company attend trade shows? Evaluate their effectiveness.
• Are personal selling and public relations important to this company? Describe and evaluate the appropriateness of personal selling and public relations.
• Suggest any promotional strategies that may help your company.

• Conclusions
• What have you learned from research on and/or plans for this company? Overall, what is the expected performance level of this company? What are the important factors contributing to the success or failure of Subway corporate (if you choose that project) and in particular your store, or to your own company/ministry plan?

Answer rating: 100% (QA)

Marketing Audit Outline Introduction Strawberry Caribbean Restaurant located at 1504 Palm Bay Rd NE in Palm Bay USA was chosen as the specific Caribbean restaurant Strawberry Caribbean Restaurant It o... View the full answer