My subject for this paper is "Korean Restaurant." To write paragraphs for each section in order (index).
Description : The primary objective of this project is to answer the question, "How can I use the concepts, applications and information from Services Marketing and design a strategic marketing plan that is targeted to the correct customers thus design a strategy that is consistent with the product/service objectives. The focus of this project is the application of Services marketing concepts to a specific marketing service strategy problem facing your organization (or one you are familiar with). Secondary and primary research is expected. Your analysis of data, and the ultimate conclusion you draw should be grounded in theories that are extracted from this course, and any additional intelligence derived from previous marketing and business classes.
Index:
Background: The Background section provides the context and focus for the consumer analysis. Secondary research is expected for this section, drawing on information from company reports, online sources, (Not Wikipedia) news articles, etc. The section should include.
Marketing Strategy Problem: EXECUTIVE SUMMARY : In 2 pages, describe the current situation, and identify the specific marketing strategy problem. Use course concepts in your explanation. For example, from the organization's perspective and the consumer's perspective, explain whether this problem is one of affect and cognition, behavior, environment, or a combination.
Research Project RESEARCH : The student is expected to use research methodology to better determine who they think their target market will be for the customer that is affected by the service issue. Refer to Consumer Analysis for additional detail. Content will be 4 pages
Customer segmentation : In 2 pages, describe the customer segment that is most relevant to the marketing problem you identified. Explain the segment's current or potential value. You will need to define and analyze the current target markets, and specifically who is the current targeted customer. Having the basis of who the customer is, now create a profile of who the customer should be, and how do you define, target, and segment that customer. I fully expect that the paper will approach this from a different position than is currently being used.
Recommendations : Conclude the report with 3 pages of recommendations, based on the secondary and primary research you conducted. The recommendations should address the marketing problem you identified, and may involve aspects of segmentation, positioning, and marketing mix decisions. Be specific. Suggest how your recommendations could be implemented. Also, identify what additional research you recommend.