Assignment 2: International Marketing Audit and Plan

Assignment 2: International Marketing Audit and Plan

Introduction to Company

Taj Mahal Restaurant is a fine 60 seat dining Restaurant, with a shisha lounge having 20 seat offering hookah services to its customers. We focus on a typical Indian menu with a touch of Asian influence, together with the shisha that is our own exclusive offering. Taj Mahal Restaurant serves delicious cuisine of southern India to win at affordable prices. The grand thali and the Shisha lounge is the specialty of the restaurant. Consumers have a choice of curries with meat or vegetables. They are served with dhal, rice, raita, two dishes with vegetables, poppadom, the mango chutney, salad and chapati, all for less than 10 pounds. The restaurant will like to locate itself in the rapidly expanding and booming area of Capetown, South Africa. The lounge and restaurant will be opened for seven days a week. We will offer special theme nights to attract new customers to Taj Mahal's.

The restaurant will be fine dining in a cosy atmosphere of Capetown, which is heavily resided by Asian community. This community prefers to eat typical Indian cuisines, with much savoury delights that Taj Mahal restaurant will offer. This will contribute towards the popularity and reliability of the restaurant and cater to the changing tastes of the growing Asian community. The service will be relaxed, cordial and very friendly. We will hire the best people available, training, and motivating and encourage them, and thereby retaining the friendliest and the most efficient staff possible, in order to create the best services along with the best-quality foods available. There are individuals having experiences of more than 50 years experience in restaurant, hotel, food, catering, finance, management, art, marketing, and motion pictures. These key success factors combine to support and develop policy service restaurants in the heart of which are respect for the promise (concept, ambience, and food), the regularity of the performance and, more increasingly, the inclusion of societal constraints, particularly illustrated by the communication policy of the signs of restoration in the South Africa food industry.

Highlights of the Business

The highlights of Taj Mahal Restaurant rest on two broad themes: the introduction of Asian taste and new Indian dishes to the growing Asian population in Capetown and the Shisha Lounge that will provide Hookahs services to the interested customers. These highlight along with the quality of service and food; can produce a winning combination for Taj Mahal, which will not only sustain the business but provide a long-term competitive edge for the offerings in the industry. The company does not want to compete on price, since the cost of food constituting the menu is high. However, the differentiation of its menu choices he will penetrate the local market, while enabling it to achieve a profit margin acceptable. Indeed, the high-end food products can achieve margins profit higher than standard dishes. In addition, the presence of tourism in the territory inspires the company to create a taste for people who ...