The Santa Fe Grill : Marketing Strategy Design And Marketing Situation Analysis

The Santa Fe Grill : Marketing Strategy Design And Marketing Situation Analysis

Length: 859 words (2.5 double-spaced pages)

Rating: Better Essays

Open Document

Essay Preview

Question 1

The Santa Fe Grill is a relatively new Mexican restaurant that was started by two former business students from the University of Nebraska, Lincoln. The idea sparked after the two roommates who were both interested in pursuing entrepreneurial interests decided that a Mexican restaurant in their city would be highly successful. While taking an entrepreneur class at the University, the plan for the business began coming together. Their main focus was to create a restaurant that would feature the freshest ingredients, as well as a lively atmosphere, cutting edge advertising and marketing, plus exceptional service for customers. (Research Methods, Pg. 19) By doing so, the students hoped that they could fulfill their dreams of ownership.
Based on my understanding of Chapter 1 of our textbook and the use of exhibit 1.1, the owners of Santa Fe Grill should consider using marketing strategy design and marketing situation analysis to completely fill any holes that might not have been covered in the planning process. After analyzing the case of the Santa Fe Grill, I believe they should focus on concept and product testing, test marketing, opportunity assessment, customer satisfaction studies, and competitor analysis. These seem to be important to the overall success of their company, especially competitor analysis so they can see first hand who and what they are competing against. This would include seeing what the competitor is doing product wise, for customer service, and their marketing/advertising strategies and overall how they target their customers. It was said in the case that the success of the restaurant at first got started rather slowly and that the owners needed to understand how to drive customer satisfaction a...


... middle of paper ...


...n and Santa Fe Grill and those who ate at the competitor, Jose’s Southwestern Café. However, these interviews do not help them fully understand their customers and their needs. By conducting secondary research for their restaurant they will be able to fully understand customer trends, and customer relationship management. I would also recommend that Santa Fe Grill dives into doing some program development research, by doing so they can focus on areas such as customer satisfaction studies, demand analysis, sales forecasting, pricing decisions, distribution decisions and integrated marketing communications. Marketing program development is a massive determining force in the overall success or failure of a business. By using marketing program development as a guideline, Santa Fe Grill should be able to successfully boost their clientele and overall sales as a company.

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Marketing Plan For A Marketing Strategy Essay

- Kiki is a recently established magazine in 2007 targeted to young ladies between the ages of 9 and 14. It’s unique design-based content and philosophy makes it one of the fastest growing magazines in a short period of time. Kiki’s philosophy is “the promotion of self-confidence among young girls [without exposing young girls to commercialism or sexualize them].” The company’s current marketing strategy is brilliant and complies with its philosophy and code of ethics. However, Kiki should consider conducting an extensive research on how to increase their percentage growth when it comes to circulations and new comers as well as how to increase their renewal rate....   [tags: Marketing, Strategic management, Research]

Better Essays
1018 words (2.9 pages)

Essay about Marketing Strategy For A Product Strategy

- Marketing is the key to every organisational success.it involves different strategies to win market place. One of them is product strategy. Product strategy one of powerful tools for organisational success but there may there may be arise many issues according to product strategy. The major problem is not fulfilling the customer’s requirement according to customer needs. The change in the demand of a product affects the decision of product strategy because of change in habit, fashion of customers on the other hand production cost and quantity also effect the marketing because higher cost and quantity leads to higher price as well which cannot be affordable for all customers....   [tags: Marketing, Price, Pricing, Promotion]

Better Essays
720 words (2.1 pages)

Marketing Analysis : Global Marketing Strategy Essays

- 1. According to the book “Marketing”, global marketing strategy is the practice of standardizing marketing activities when there are cultural similarities and adapting them when cultures differ. In addition, multi-domestic marketing strategy means that they have many different products variations, brand names, and advertising programs as countries in which they do business (Kerin 168.) Global marketing has benefits, including cost advantages and brand consistencies. Because we don’t change anything from the products, we will have an advantage in the cost system....   [tags: Marketing, Advertising, Price]

Better Essays
709 words (2 pages)

TruDental Marketing Strategy and Tactical Plans Essay

- TruDental Marketing Strategy and Tactical Plans 1. Background analysis The 2005 and 2006 have been educational years for TruDental where by the company had to go through a complicated process of trials and errors to find out what works and want does not as far as the processes, services, benefits and the consumer satisfaction is concerned. During this period, TruDental was forced to take a number of measures including a number of plan benefit alternations, staff changes and other financial hardships directly influencing the confidence and satisfaction of the members in particular and the market in general....   [tags: Business Marketing Strategy Analysis]

Free Essays
1664 words (4.8 pages)

Essay Marketing Management : Marketing Mix And Strategy

- A marketer doesn’t just have a plan. Marketers now open up to a wider strategic plan and it’s based on steps that balance out what the market is offering consumers. These marketers must analyze their production with these steps, then make a portfolio of the growth and even their down falls therefore this keeps these marketers to continuously innovate and create even a greater amount of value for their customers. Marketing management functions are discussed along with the marketing mix and strategy....   [tags: Marketing, Strategic management]

Better Essays
932 words (2.7 pages)

Marketing Strategy for Aquafina Essay

- Marketing Strategy for Aquafina Executive Summary The goal of this marketing plan is to outline the strategies, tactics, and programs that will make the sales goals outlined in the AQUAFINA business plan a reality in the year 2008. AQUAFINA is the answer to an increasing demand. Marketing will play a vital role in the success of AQUAFINA. AQUAFINA must build a brand around the services it offers by heavily promoting itself through local television, radio, and print advertising. Marketing efforts are just beginning by the time a potential customer enters AQUAFINA for the first time....   [tags: Business Marketing Analysis Strategic]

Better Essays
1860 words (5.3 pages)

Pricing Strategy for Business Markets Essay

- Pricing Strategy for Business Markets Pricing decisions cannot be made in a vacuum because of inherent tradeoffs between other marketing mix elements, pricing will depend on other product, distribution, and promotion decisions. Pricing can never compensate the poor execution of the other elements of the marketing mix but ineffective pricing can prevent the successful efforts of these in positive financial results. There is no one best practice for establishing the price of new products or modifying the price of existing products....   [tags: Business Marketing Strategy Analysis]

Free Essays
1502 words (4.3 pages)

Essay about Business Strategy Analysis

- Business Strategy Analysis A) Actionable Key Issues and Consequences 1) Invest more in Research and Development department in RLK a. If Lars decides to invest around $6 million more in research and development, it is highly risky as the company’s survival depends largely on the success of the launch of Ray’s new product into the market. b. Since customers associate RLK with high-end audio-video design, pumping money into R&D would increase their brand equity as well as to live up to consumers’ expectations of their highly innovative products....   [tags: Business Strategy Analysis]

Free Essays
1612 words (4.6 pages)

Motorola Marketing Strategy Essay

- Motorola marketing strategy - Presentation Transcript Introduction - First to enter in Indian market. - Founded by Galvin Brothers. - Name was adopted in 1947 - Deals in Laptops, Cordless phones, Camera, Semi-Conductors, Wireless communication, Marketing Strategy Captured mass market. Launched a phone costing Rs.1600. Launched MOTOFLIP costing under Rs.4000. Widen their product portfolio. Collaborated with cellular service provider. Enhanced their distribution network. Youth- Target Audience Promotional Strategy Used 360 degree marketing....   [tags: Business Marketing]

Free Essays
1787 words (5.1 pages)

Marketing Strategy Essay

- Abstract In this paper I will discuss a marketing strategy for a lightweight lawnmower. I will discuss the components of a marketing strategy, as well as the market segments I would target. I will discuss the 4p’s of marketing, and describe how they would be developed to match the two market segments.   In developing a marketing strategy for a lightweight lawnmower, one would have to take into consideration a wide range of factors. Marketers know they cannot profitably serve all customers in a given market, at least not in the same way....   [tags: Business Marketing Analysis]

Better Essays
1772 words (5.1 pages)