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?