HSC Business Studies
Developing a Marketing MixPurpose: This activity will be focused on the strategy and marketing mix for a proposed new chain of Italian and pizza restaurants.Instruction: In this task you are required to select the most appropriate marketing strategy (from a list of four presented) and then develop a suitable marketing mix to implement that strategy. The four possible strategies currently being considered by the firm’s investors are listed below. (Submit your work to marketing_master@ after completion)Possible Strategy AOffer a unique range of high quality pizzasUse unusual ingredients (with choices such as oysters, kangaroo, avocado)Create innovative and unique pizza tastesSet new standards for pizza restaurantsPossible Strategy BCreate a fun and exciting dining experienceThe restaurant should look and feel like a café in ItalyEmploy fun, outgoing and energetic staffProbably have a large outdoor dining area as wellPossible Strategy COffer a very convenient serviceAim to become the “McDonald’s” of pizza by offering very fast service (pizzas ready in 5 minutes and home-delivered inside 20 minutes)Mainly take-away and delivery optionsPossible Strategy DBecome the discounters of pizzaFocus on operating a very lean and efficient business and compete mainly on price and always undercut the competitionHave a ‘value’ based positioning focusQUESTIONS (Answering the following questions in your own words)Which of the four strategic options suggested would be the most effective in competing in this market?For the strategy that you selected in Q1, develop an appropriate marketing mix (for example, what products should they offer, at what quality, with what ingredient choices, and so on). You should use the 4Ps and the extended 3Ps to ensure that your marketing mix will effectively deliver the proposed strategy).Do you think that this new pizza chain, as you have constructed it, will be successful? Why?(Relationship: In past HSC papers, marketing mix has been very important component in:-2001 HSC paper, Q22 (c) propose and justify marketing strategies that could be used to increase profitability, Q27 and Q 28 discuss the importance of marketing strategies in developing a business and marketing a product in a global scale.-2003 paper, Q24 (c) evaluate product strategies for raising the sales of a new product-2004 paper, Q21 (c) recommend a marketing strategy to increase the market share;Q 26 write a report to propose a marketing strategy to expand the business’s market share.-2006 paper, Q27 describe strategies when marketing a product; Q.28 describe the elements of a marketing plan used by a business.Check out the questions in the past HSC paper at ................
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