El Camino Cantina, a well renowned Mexican theme establishment situated in Sydney, Australia, has positioned itself as a vibrant restaurant, where authentic Mexican cuisine is served. The following marketing report intends to scrupulously investigate the establishment’s existing marketing strategies, while taking its positive aspects, shortcomings, opportunities as well as threats into focal point, as determined through the situational analysis. Aside from that, the report would also intricately analyze the target market categorization, for the sake of furnishing a positioning statement, all while conducting a marketing mix analysis, so that a strategic recommendation can be formulated, which would essentially assist the organization to grow in a seamless manner (David & Damien, 2020). By inculcating the insights garnered from the situation analysis and incorporating it into the core strategies of marketing, this report would extrapolate actionable recommendation, which would assist the establishment to augment its market presence and accomplish its desired objectives, within a short span of time.
The predominant market niche of El Camino Cantina comprises of young adults as well as families, who are looking forward to experiencing an authentic Mexican delicacy within Sydney. The following profile is furnished, while implementing to variables to each segmentation elements, which are hereby mentioned below:
(Age)- Young adults aged between 18 years to 35 years and families with children constitute this demographic.
(Income)- Middle income families to upper middle-income individuals and families who can be categorized as individuals having disposable income to spend for experiencing authentic delectables are primarily emphasized upon (Olson et al. 2021).
(Location)- Individuals residing in Sydney or in the vicinity of the central area, where the restaurant is located constitute the geographic segmentation.
(Urban lifestyle)- Residents accustomed to the dynamic lifestyle of Sydney and seeking options to be entertained by satiating their delectable preferences are the intended niche of lifestyle, which constitutes this segmentation (Olson et al. 2021).
(Lifestyle as well as preferences)- Residents who value experiential dining along with individuals would like to be entertained with vibrant ambiences and open to extrapolating diverse cuisine are the demography in this instance (Adams, Freitas & Fontana, 2019).
(Socially connected)- Social interaction place a crucial role in psychographic segmentation, since individuals who are seeking for opportunity to gather with friends and family in an energetic ambience are also taken into consideration as demographic suitable for this establishment.
(Dining frequency)- Regular diners who enjoy at least couple of times in a month to try out new dining experience.
(Occasional driven diners)- Individuals who are drawn towards this establishment for celebratory purposes, such as birthdays or special events, also constitute this demographic (Varadarajan, 2020).
By concentrating upon young adults and families within the precise geographic, psychographic and demographic segmentation, the establishment can tailor its efforts oriented towards marketing, so that the message it would convey through marketing would not only reverberate through the target niche, but at the same time, satiating preferences of this consumer would be quite convenient for the organization (Li, Larimo & Leonidou, 2021). This would not only assist the establishment to promote an energetic ambience through social gathering, but at the same time, with the help of word-of-mouth strategy, the establishment can showcase its diverse range of authentic Mexican delectables in a cost-effective manner. Simply put, in a competitive business landscape of hospitality establishment across Sydney, tailoring message and delivering quality consumer experience would assist El Camino Cantina to get ahead of the competitive curve in a swift and seamless manner.
El Camino Cantina's classification of product falls under a continuum ranging from unique to distinct dining experience that satiate consumer preference, where the product portfolio entails diverse Mexican delectable that can captivate consumers and create a comprehensive menu that can be catered to diverse taste within the realm of Mexican delicacy.
The pricing strategy that El Camino Cantina can inculcate is mentioned as follows:
As far as placement is concerned, utilizing a direct channel strategy would assist the establishment to serve consumers directly, through its physical establishment, which is situated in the central location of Sydney. The organization, in this instance, can capitalize on the strategic location, which would inherently experience high foot traffic as well as exposure necessary for substantiating its revenue generation. The dynamic dining experience would captivate visitors, onlookers and residents alike, towards the establishment. This approach would also assist the restaurant to foster meaningful relationships with the consumers, all while providing them with authentic ambience. This is a strategic measure that is also cost effective in nature, since it would assist the restaurant to augment its consumer experience (Darma & Noviana, 2020).
Associated concept: A Location-based strategy can be opted for enhancing its strategic position and maximizing its accessibility. However, depending on the circumstance as well as profitability of the organization, this measure should be evaluated, since this is not at all cost effective in nature.
El Camino Cantina can inculcate an array of promotional tools to directly convey its message to the target market for captivating them towards the vibrant dining experience. To begin with, the establishment can inculcate social media marketing platforms such as Facebook as well as Instagram to highlight its electrifying ambience, by sharing images of its palatable delicacy as well as patrons entertaining themselves in the themed ambience. Aside from that, introducing event promotion and loyalty programs could also enhance its foot fall extensively. The feasibility of such events to entice consumers and allure them towards the authentic dining experience increases seamlessly. These are the least three promotional tools that the establishment should concentrate upon (Park, 2020).
After meticulously analyzing the situation analysis as well as the marketing concept pertaining to the establishment, the recommendations which can be inferred for the sake of assisting El Camino Cantina to get ahead of the competitive curve are jotted down as follows:
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