Overview: Recently, marketing databases have enlarged to include online posts, c
ID: 351402 • Letter: O
Question
Overview:
Recently, marketing databases have enlarged to include online posts, comments, “tweets,” etc. In this task, you are to investigate the positions of one Philadelphia restaurants using blogs or consumer posts available on line. More specifically, after selecting one restaurant to investigate, find at least 10 posts (e.g., Yelp, etc.) regarding each, and then analyze these posts as a set.
The primary objective of this task is that you gain experience in dealing with qualitative marketing data in linking with quantitative forms; also, that you have an opportunity to write a research report pertaining to such data; and finally, that you develop an understanding of the concept of positioning.
Section 1: This section should present a description of the restaurant you have selected – i.e., type food, price range, location, clientele, or any other facet you think is important in communicating the character of each.
Section 2: Select, at least, 10 posts related to restaurant and demonstrate what criteria you use in the selection of restaurants (should be a random sampling). Present your analysis of the themes represented in those – i.e., their common thread, the position in consumer memory they appear to establish, key attributes of each restaurant they project, and any brand personality elements they portray.
Present your assessment of the degree to which the position of each restaurant connotes value added in the marketplace. In accomplishing the above requirements:
1. Depict the current location of each restaurant on perceptual/postponing maps, based on what you find important factors from the posts. This depiction should be placed into a figure and entitled.
2. Discuss how you determined these positions, based on how reviewers evaluate those restaurants.
Section 3: Why do you choose this restaurant? Describe what role, if any, the image/position of the restaurant played in determining your team’s choice? Demonstrate the role personal feelings played in your team’s choice?
Section4: Explain which media vehicles each restaurant should use to effectively reach and favorably impact its target audience?
Explanation / Answer
Research report on Market Positioning
Now a days digital marketing plays a vital role for the success and sustainability of business. Social media is the powerful communication channel between consumers and business firms. Such data is an important source for the marketing data base of a company to formulate new business strategies. Such data includes tweets, online ratings, blogs, posts etc. These are reflecting the rate of sales, customer satisfaction. These are influencing the market positioning strategies. Such postings are most powerful than advertisements. To discuss the importance of such data , the current research paper has selected ‘The Original Turkey’ Philadelphia restaurants.
‘The Original Turkey’ is the restaurant in America which offers fresh turkeys, different types of turkeys, sandwiches etc. With an excellent taste. They use quality ingredients to get delicious taste and fragrance. Quality maintenance is the key success factor of this restaurant. It is the best American fast food restaurant located in Philadelphia. Prices are less when compared to others. The speciality of this restaurant is to offer wide variety of delicious turkeys at an affordable price. Lunch box is offered at just $8. Menu is divided in to 3 parts such as Catering Menu, Holiday Menu, Speciality Sand witches. Classic turkey sandwich starts with $8. It is good in respect of food, value, service, atmosphere with 4.5 rating given by its customers.
Analysis of Posts :
The location of restaurant is good as it is catering the needs of lunch of all kinds of people. It is located in terminal market and serving the tastes of customers as per their taste and preference.
This restaurant has good online rating given by its customers. Market positioning of this restaurant is to be done as per the tastes and preferences of consumers as it plays a vital; role in food industry. Some people are not satisfied with quality of bread used and sauces. It is a minor problem. So here the taste is an important constraint for market positioning as per the posts. Performance of staff, service quality, food quality are the best. But there are only some slight changes need to be adopted with respect to the consumer taste and preference.
Social media is the best media vehicle and also web posts. This really works well as it reflects the global marketing of that particular business. It is helpful to get the suggestions from customers world wide to be strong in the market and to gain reputation of business.
Related Questions
Navigate
Integrity-first tutoring: explanations and feedback only — we do not complete graded work. Learn more.