Question 18 15 Points Creating an identity Zhang Lan opened her first restaurant specializing in Sichuan cuisine in in the 1990s in Beijing with $20,000 of savings. Today, South Beauty is a chain of some 40 restaurants employing thousands of people. It offers high-quality, high-price dining in luxurious surroundings. From the first restaurant Zhang Lan realized that a restaurant was about more than just food. The presentation of the food was important - It had to look good as well as taste good. Service had to be first class. The design of the interior had to match the prices being charged and create the right ambiance. Today the flagship restaurant is the opulent Lan Club in Beljing, with an interior designed by the French designer Philippe Starck. Location was also important, and the first restaurant was located near to government buildings, and government officials frequently visited with important guests. However, creating a clear identity and branding it were the key factors that would help her grow the chain. She has tried to create a brand that appeals to her target market - business, white-collar people'. She chose an opera mask as the logo for South Beauty, echoing the consistent theme of quality and luxury that she hopes is embodied in the brand. 1. Zhang Lan has implemented marketing concept into their business. Support this statement by giving a justification to the statement (2 marks) 2. Since South Beauty is so successful in the restaurant business, suggest if it is advisable for them to conduct a market research from time to time? (4 marks) 3. Assuming that Zhang Lan intended to expand her business internationally, Suggest TWO (2) possible forms of international trade that can be considered by Zhang Lan. Explain your suggestion, (4 marks) 4. Based on the case, identify at which stage of business growth does South Beauty stand at the moment? Provide TWO (2) points from the case that support your answer. (5 marks) Use the editor to format your