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How to develop a Digital Marketing Strategy: the Case of a Cafe Bistro

The online marketing and advertising plan illustrated in this project came from the idea of working with a real business in order to apply the knowledge and skills gained during the Master degree into real life. The author decided therefore to focus on a Café Bistro business in conjunction with the Bistro Manager, Ms. Mihaela Marian, who is managing its launch on the market.
The management of this project is handled by the author, who used a project management plan to ensure deadlines were reached in accordance with timeline and budget. Macro, micro, primary and secondary researches were made in order to give directions and insights. The research showed that, despite the strong importance of online presence, restaurants in the Portsmouth area, Southsea in particular, are not exploiting their potentials in terms of branding and sales. This seems to suggest the idea that competition is not so strong in this area of digital marketing, while it is strong when it comes to price choice and friendliness of service, which are the two most important factors for a positive experience in a restaurant (primary research results). The project therefore represents a very good opportunity to gain competitive advantage in such a competitive industry. The project also illustrates models and latest trends of digital marketing that are used to reach final aim.
A short presentation of the Book Corner seems necessary before proceeding further on this project. The idea of opening a new Bistro Café in Southsea came last year to the Manager, Ms. Mihaela Marian, in conjunction with an investor because of the extensive experience of both of them in areas such hospitality and real estate development. Their idea to open the Book Corner was motivated by the absence of a student Café Bistro offering affordable but healthy food and drinks as alternative to some students’ usual places in the area. Some places for students are still affordable but the range of menu they offer is very limited. Ms. Marian and her business partner found a gap in the food sector and decided to open a new place, situated behind the University library, in close proximity to the Dental Academy. In that area there are shops and students places offering small range of basically unhealthy food and coffee. The other alternative of the area is Le Café Parisienne, which for students might represent an expensive alternative.
The Book Corner has a capacity of 30 places and it’s planning a staff of 6 people working as following: one chef, 1 assistant chef, 3 part-‐time waitresses and one manager supervising their work and it will be open from 08.00 am until 10.00 pm every day. Ms. Marian will be working on the premises supervising the business management, the staff and serving the customers. I have approached Ms. Marian to propose the digital marketing project during the summer period of 2012 and reasons why she accepted the offer were the following:
• The new Bistro had in mind the target market but did not know how to reach it using digital media marketing;
• Newly opened business was in need of visibility and to increase brand awareness in order not to miss new customers and be able to communicate with them efficiently and in the long run;
• Digital marketing is new and trends and phenomenon are still partly unknown to marketers using traditional marketing approaches.

Mostra/Nascondi contenuto.
Digital   Marketing  Development  Project       MA  DIGITAL  MARKETING   Student  ID:  UP352020     4   EXECUTIVE  SUMMARY   The  online  marketing  and  advertising  plan  illustrated  in  this  project  came  from  the   idea  of  working  with  a  real  business  in  order  to  apply  the  knowledge  and  skills  gained   during  the  Master  degree  into  real  life.  The  author  decided  therefore  to  focus  on  a   Café  Bistro  business  in  conjunction  with  the  Bistro  Manager,  Ms.  Mihaela  Marian,  who   is  managing  its  launch  on  the  market.     The   management   of   this   project   is   handled   by   the   author,   who   used   a   project   management  plan  to  ensure  deadlines  were  reached  in  accor dance  with  timeline  and   budget.  Macro,  micro,  primary  and  secondary  researches  were  made  in  order  to  give   directions  and  insights.  The  research  showed  that,  despite  the  strong  importance  of   online  presence,  restaurants  in  the  Portsmouth  area,  Southsea  in  p articular,  are  not   exploiting  their  potentials  in  terms  of  branding  and  sales.  This  seems  to  suggest  the   idea  that  competition  is  not  so  strong  in  this  area  of  digital  marketing,  while  it  is   strong  when  it  comes  to  price  choice  and  friendliness  of  service,  which  are  the  two   most  important  factors  for  a  positive  experience  in  a  restaurant  (primary  research   results).   The   project   therefore   represents   a   very   good   opportunity   to   gain   competitive  advantage  in  such  a  competitive  industry.  The  project  also  illustra tes   models  and  latest  trends  of  digital  marketing  that  are  used  to  reach  final  aim.     A  short  presentation  of  the  Book  Corner  seems  necessary  before  proceeding  further   on  this  project.  The  idea  of  opening  a  new  Bistro  Café  in  Southsea  came  last  year  to   the  Manager,  Ms.  Mihaela  Marian,  in  conjunction  with  an  investor  because  of  the   extensive   experience   of   both   of   them   in   areas   such   hospitality   and   real   estate   development.  Their  idea  to  open  the  Book  Corner  was  motivated  by  the  absence  of  a   student  Café  Bistro  offering  affordable  but  healthy  food  and  drinks  as  alternative  to   some  students’  usual  places  in  the  area.  Some  places  for  students  are  still  affordable  

Tesi di Master

Autore: Luca Tagliaferro Contatta »

Composta da 152 pagine.

 

Questa tesi ha raggiunto 128 click dal 16/11/2016.

Disponibile in PDF, la consultazione è esclusivamente in formato digitale.