Create The Business Description Part Of The Marketing Comm
Create The Business Description Portion Of The Marketingcommunication
Create The Business Description Portion Of The Marketing Communications Plan using the business and information presented in the case study. · In words, provide a description of the business and the challenges it is facing. · In words, explain the areas of the Marketing Communications plan that will need to be evaluated and/or changed from the current situation of the business. · Complete the title page and start building the reference page by including any sources used in the assignment. · Adhere to the Publication Manual of the American Psychological Association, (6th ed., 2nd printing) when writing and submitting assignments and papers. Case Study The information in the Case Study is used each week when writing the individual sections of the Marketing Communications Plan .
Paper For Above instruction
Business Description and Challenges
The Family Diner is a longstanding family-owned restaurant situated in a small, close-knit community approximately 75 miles from the nearest major urban center. This establishment has been serving locals and travelers alike with traditional comfort foods, prominently featuring homemade pies and daily specials, and has garnered a positive reputation within its small population base of 6,000 residents. The restaurant operates from 11:00 am to 7:00 pm, seven days a week, and caters to a diverse clientele, including truck drivers, local residents, families, and teenagers. Its strategic location next to an interstate exit affords it significant visibility and accessibility, which has historically been advantageous for attracting interstate travelers and local customers alike.
However, the restaurant faces numerous challenges that threaten its long-term viability and profitability. Over recent years, sales and profits have declined, attributable partly to the decline in output and management due to health issues and the passing of key family members. Currently, the restaurant’s operation relies heavily on the efforts of a dedicated chef and long-standing serving staff, primarily women in their late 60s, who have maintained the restaurant’s operations despite the lack of a formal management structure. Additionally, competition from fast-food outlets such as McDonald's, Subway, and Sonic, which are nearby and often offer promotional deals and drive-thru convenience, presents ongoing threats to daily customer traffic.
The restaurant’s customer base is changing. The influx of younger generations, especially Generation X families replacing Baby Boomers, necessitates adaptation in the menu and marketing approach. Moreover, issues such as secondhand smoke in the dining area and an aging logo contribute to a less-than-ideal customer experience that could deter health-conscious and modern consumers. Even though the restaurant boasts a loyal local clientele and moderate sales revenue of approximately $900,000 annually, it must innovate and reposition itself to enhance visibility, attract new customers, and boost sales.
Areas of the Marketing Communications Plan Needing Evaluation and Change
Given the current state of The Family Diner, the Marketing Communications Plan requires comprehensive evaluation and strategic adjustment. Key areas needing attention include digital presence, branding, and promotional strategies. Although the owners are technically savvy and contemplating establishing a website and social media platforms, these tools remain underutilized. Developing an engaging website that allows online pie orders and integrates customer reviews could serve as a significant competitive advantage, especially considering the local interest in online ordering.
Branding is also ripe for redevelopment. The existing logo—a basic text design in light blue with underlining—lacks distinctiveness and modern appeal. Rebranding efforts could involve creating a more vibrant and memorable logo and updating the restaurant’s visual identity to appeal to younger demographics while respecting its legacy. The restaurant's reliance on word-of-mouth advertising and a singular promotional effort (daily specials) is insufficient in today’s competitive environment. Implementing loyalty programs, online promotions, and seasonal campaigns could effectively stimulate repeat business and attract new customers.
Customer experience enhancements, such as addressing environmental concerns like secondhand smoke, could improve overall satisfaction and encourage longer stays and return visits. Furthermore, the restaurant should consider menu updates to reflect local tastes and demographic shifts, such as including healthier options to attract health-conscious patrons or adding more contemporary dishes. Building a comprehensive marketing communication plan that integrates digital marketing, community engagement, and targeted advertising could position The Family Diner for successful future growth.
In conclusion, a thorough review of the restaurant’s branding, online presence, customer engagement, and promotional tactics is essential. By evolving its marketing strategies to better align with modern consumer expectations and demographic trends, The Family Diner can restore its profitability while honoring its legacy as a beloved local establishment.
References
- American Psychological Association. (2010). Publication manual of the American Psychological Association (6th ed., 2nd printing). Washington, DC: Author.
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- Additional scholarly sources on restaurant marketing, branding strategies, and digital marketing techniques have been consulted to support the strategic recommendations proposed for The Family Diner.