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Analyzing Moroush Restaurant Including Pestle And Potter (Term Paper Sample)
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analyzing moroush restaurant including pestle and potter five c analysis
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Maroush is one of the most famous hotel and restaurant known for its Lebanese cosines in London. It is located along Edgware Road. The first Maroush restaurant was opened by Marouf and Abouzaki in 1981. The restaurant was started to serve Londoners authentic Lebanese foods when people were beginning to explore world cuisines and other people’s culture through trying out their food. The food is prepared in the traditional Lebanese ways where hospitality, generosity, and sharing are the leading pillars and hallmarks of Lebanese culture. There are excellent varieties of magical tastes that are can be enjoyed anytime
Maroush restaurant prides itself in the perfect preparation of food; everything is dazzlingly fresh and exotic, a perfect epitome of the Mediterranean diet which has abundance of fresh food, seafood, vegetables, fruits and starches. Poultry is more often consumed than meat, and when red meat is consumed it is more likely to be lamb. To keep up the quality that they have become accustomed to, Maroush restaurants takes great care in cooking using only natural ingredients. Meat comes from its butchery and cannot take the risk of cooking low quality food.
Maroush is part of a chain of up market Lebanese restaurants which own several other restaurants in London. From the first restaurant started in 1981, sixteen more have been established. This includes a more formal dining at Maroush Gardens ,Maroush Vere street where there is live entertainment and more relaxed atmosphere while at Ranoush Juice, fresh juice is offered to accompany the food .The most recent restaurant is Maroush Bakehouse, where customers can get freshly baked artisan and Lebanese bread , cakes and sweets along the traditional Lebanese fare.
Market segmentation is a marketing strategy of dividing broad target markets into smaller subsets of consumers with common needs and has a similar response to marketing action (Jober & Ellis-Chadwick, 2013). Market segmentation enables the company to target different consumers who perceive the value of products differently from one another. There are different kinds of market segmentation such as geographical, demographic, behavioral, occasional, cultural and psychographic segmentation (Jober & Ellis-Chadwick, 2013). Maroush restaurant has the different kind of customers
Most of the customers that frequently visits Maroush restaurant are people from the Mediterranean countries such as Lebanon due to the Lebanese cuisines that are made in the restaurant. This falls under geographical segmentation this is dividing the market according to where the consumers are located (Jober & Ellis-Chadwick, 2013). Maroush restaurant is located in the city of London which is a multi-cultural and multi-racial city with a lot of people from different countries especially the Mediterranean countries. This people offer an excellent market to the kind of exotic food provided in Maroush restaurant. Lebanese people spend most of their time socializing with friends and family and taking part in conversations as they take Lebanese coffee called Kahwah and eating good Lebanese food Additionally, the cultural standards of hospitality and passion for food have made Lebanese cuisine be in a class of its own, and this attracts customers from the Lebanese and Mediterranean origin.
Another group of people who regularly visits maroush restaurants is the older generation. This fall under demographic segmentation .Demographic segmentation is segmentation according to demography variables such as sex, age, generation, religion, and occupation (Babin, 2015). People are living more than ever and especially in a city like London where the life expectancy is very high the older people are in large numbers. Older generations are mostly Retirees and at old age, they mostly cash out their retirement and pension plans hence, they have a lot of disposable income that they use to enjoy themselves in restaurants. Many senior people also want to have fun and enjoy their retirement by travelling and trying out new things. Maroush restaurant is the perfect place for the older generation to enjoy sweet exotic dishes in peace. Lebanese dishes are rich in fruits, sea foods, vegetables and fresh fish, this kind of food is very desirable to the senior citizens who will most likely prefer such food for health reasons.
Tourists are also another group of customers that visits the maroush restaurant. Tourists are out of town clients who visit a place for the purpose of travelling and having fun. This falls under psycho-demographic segmentation and is also called lifestyle, and it is measured by the studying the activities and interest of the customers (Jober & Ellis-Chadwick, 2013). It considers how people use their free time and what influences them to do so. Maroush restaurant have a responsive website that has all the information about its services and precise location. Most tourists will search for a place to eat and sleep before they start their travelling and maroush restaurant have a good website where they can find information concerning the restaurant. This makes it a top choice for travelers. Maroush restaurant is also listed in the phonebooks of different hotel rooms. This makes it easier for tourists who usually turn to phonebooks to look for places to eat. Maroush restaurant is also listed in popular tourism hubs and travel destination directories such AAA Travel destination guide and the Michelin guide, this makes it easier for tourists to find it when they are travelling to London.
Another group of customers that normally visits the maroush restaurant is the eco-conscious people. Most people would like to eat in eco-friendly restaurants, and maroush restaurant fits that bill perfectly. Vegetables, organic dishes, and beverages are offered in virtually all dishes offered in the restaurant. This also falls under psycho-demographic segmentation and precisely value variables. Maroush restaurant is also an environmental care enthusiast and practices all the required laws for health, safety and hygiene. To fulfill this core mandate of environmental protection, maroush restaurant has a special arrangement with Veolia for recycling food waste materials for use in the generation of energy and recycling hence minimizing polluting the environment with solid kitchen waste. Additionally, the landfills usage in for kitchen production is kept at zero. The takeaway food packaging is also safe and fully recyclable while the delivery vans used to deliver food to a customer in work places and their homes are fitted with LPG capabilities to reduce their environmental impact. Maroush restaurant is truly an eco-friendly restaurant and the most eco-conscious customer always find the restaurant as their favorite place to eat in London
Businessmen, vegetarians, and families are also other groups of customers that regularly eat in the restaurant. In the evening, there is a live Lebanese music and belly dancing which businessmen as well as families enjoy listening to and watching in the evening after a long day at work in the warm and relaxed atmosphere in the restaurant. This falls under behavioral segmentation which is described as dividing the market into groups base on their knowledge uses, Responses, attitude and loyalty status to product (Kotler, 2014). Behavior variables are the best-starting points of market segmentation. The unique services offered in Maroush restaurant makes the customers under this segmentation return regularly. For vegetarians, Maroush restaurant is like heaven to them. Varieties of exotic vegetables are available and are incorporated in most dishes. Grape leaves, spinach, cucumber, green onions, and eggplant are just some the vegetables that are available in the restaurant.
Market mix refers to the set of actions, or tactics that an organization uses to promote its brand or product in the market (Hair Jr, 2014). Mostly, companies use the four Ps of price , place, promotion and product. However, nowadays the marketing mix has incorporated other concepts like packaging, people, politics, and positioning. The following is an in-depth review of each of the particular marketing mix strategy.
Place refers to providing the goods and services at a point that is convenient for the customer (Jober & Ellis-Chadwick, 2013). In all industries, a strategic place of the business is always an advantage as it helps in fighting off competition as a right place makes it easier for a customer to buy good and access the services offered. There are many strategies such as franchising, intensive and selective distribution that can be used to complement this aspect of marketing mix. Most products need a retail shop but other aspects such as a telephone, and a website comes in handy in marketing as it makes it easier for a customer to access the goods and they also facilitate delivery of goods. Maroush restaurant is strategically located at Edgware Road hence; it is easily located by customers. The good location has made the restaurant have a big client base which prompted the management to start other restaurants in London.
Another marketing mix concept is product, which is an item that is being sold and should satisfy what the consumer demands (Warner, 2010), .the product should match the consumers’ expectations otherwise even if a good job is done on the other marketing mix strategies, and it won’t come good. Every product undergoes a life cycle from growth face all the way to declining face where the sales of the product declines (Kotler, 2014) and therefore it is important that careful research is done on the life cycle of a product to know when to face out an old product and introduce a new one or rebrand the old product. This concept has been at the heart of the maroush restaurant. The exotic Lebanese cuisines offered at the restaurant is...
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