5.9: Classroom Preparation Assignments

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Positioning and Marketing Exercise \(\PageIndex{1}\)

Positioning statement and strategy
Utilizing the hospitality marketing mix
Sources of data
Type of restaurant you intend to construct
Type of advertising you intend to utilize
Electronic media usage

Example: BRIEF MARKET POSITIONING STATEMENT EXAMPLE
With all these advertising strategies in mind, as well as our goals for the restaurant, we need to decide what sort of eatery our restaurant will be, and I believe that “fast casual” is the answer to that question. Because I do not want our customers to feel obligated to tip, I would like to make it so that the primary feature of the dining room is a drinks bar that the customers can order from, receive drinks from, and then take their seat, where servers will bring their food to them. However, I don’t want our restaurant to feel like a McDonald’s, so I will have a couple of dining room attendants, one of which is a manager, to ensure the guests have everything they need to ensure their meal and to clean the dining room so that it is always pristine. Each customer service will include a carafe of ice water at the table, but we will also offer beer and cans of soda, the latter of which will be at a low price to keep costs down for the customer. Even though all meals will be ‘cook to order’ with local ingredients, by keeping these “extra” costs like the cost of drinks and tipping down for the customer, we will become a go-to eatery for our local neighborhood.

Discussion Questions \(\PageIndex{2}\)

What is the positioning process?
What are the attributes to consider when compiling the ideal mix for consumers?
What factors are involved in a competitive benefits analysis?
There are six important positioning questions to ask. Which is the most important and why?
How does the hospitality marketing mix differ from the traditional marketing mix?
What are the components of ‘internal’ marketing data?
How do primary data and secondary data differ?
What advantage does the Internet provide in terms of reaching customers?
What are the most important objectives of an online ‘organizational presence’?
What is a ‘push’ promotion strategy?
What methods would be used to accomplish a ‘’pull’ promotion strategy?