Developing a marketing plan for Sohana Curry Restaurant in Mirpur
Hossain, Homaera (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024121837071
https://urn.fi/URN:NBN:fi:amk-2024121837071
Tiivistelmä
This study aimed at developing a marketing plan for Sohana Curry restaurant in Mirpur, Dhaka. To achieve the aim of the study, the following objectives were pursued: Identification of target consumer demographics and dining habits,
Evaluation of the competitive landscape and re-evaluation of the present location.
A mixed research method was adopted, and data was gathered from the residents within a 500-meter radius of the restaurant location and the business owner. The quantitative data was collected from the residents of Mirpur while the qualitative data was collected from the commissioner.
The study found that the target audience comprises predominantly young, male, working professionals aged 25-34, with strong preferences for Bangladeshi cuisine, frequent dining out habits, and a focus on value for money. The analysis highlights the competitive landscape dominated by established brands like KFC and Kacchi Vhai, emphasizing the need for differentiation through high-quality ingredients, exceptional service, and innovative menu offerings. A strong digital presence and active engagement on social media platforms emerged as critical factors for enhancing visibility and customer interaction. Recommendations include leveraging existing brand recognition, addressing service quality and menu variety, and implementing customer-centric promotional strategies such as loyalty programs and combo.
Evaluation of the competitive landscape and re-evaluation of the present location.
A mixed research method was adopted, and data was gathered from the residents within a 500-meter radius of the restaurant location and the business owner. The quantitative data was collected from the residents of Mirpur while the qualitative data was collected from the commissioner.
The study found that the target audience comprises predominantly young, male, working professionals aged 25-34, with strong preferences for Bangladeshi cuisine, frequent dining out habits, and a focus on value for money. The analysis highlights the competitive landscape dominated by established brands like KFC and Kacchi Vhai, emphasizing the need for differentiation through high-quality ingredients, exceptional service, and innovative menu offerings. A strong digital presence and active engagement on social media platforms emerged as critical factors for enhancing visibility and customer interaction. Recommendations include leveraging existing brand recognition, addressing service quality and menu variety, and implementing customer-centric promotional strategies such as loyalty programs and combo.