Read the extract below and answer the questions that follow:

Mr Joseph is a restaurateur at Limoncello restaurant. A gourmet restaurant, he started the business

5 years ago and has fifty employees who operate from two locations, Sandton and Umhlanga, where

he is mainly based. Just like any other manager, Joseph is responsible for undertaking the four

main managerial functions.

He is extremely worried about the recent challenges Limoncello has had to face due to the difficult

start to the year. The business is desperately trying to stay afloat and is on the brink of closure. The

COVID-19 pandemic has been a hard hitting and most especially an unexpected setback for the

business. Mr Joseph was in the process of searching for a 3rd location in Cape Town to expand his

brand.

Due to the unfortunate event of a period of complete closure followed by very limited trade, Mr.

Joseph had the difficult task of reducing the staff compliment by letting go of all casual staff and

trainees. He had to also reduce shifts of the remaining employees and had no choice but to

administer nominal pay cuts across the board. Employees are now extremely demotivated by this

and he feels that employees are not as productive as usual.

QUESTION FOUR [25]

Considering the information presented above, assist Mr Joseph with creating a marketing plan to

relaunch his business by determining the following

4.1 The marketing objectives appropriate for Limoncello. (5)

4.2 Determine his target market based on market segmentation. (12)

4.3 Explain the type of pricing and promotion that will be undertaken by Limoncello. (8)