The Moose and Roo is a mid-range restaurant chain, which was first opened in October 2014, offering a menu of many smoked food choices. The restaurant is located in Ma May Street and Hai Ba Trung Street, which are located in the center of Hanoi – Vietnam. As a marketing consultant I would recommend Kowloon city in Hong Kong to replicate Moose and Roo as the first new market and the reasons are; Hong Kong residents have high average income which is $56,700 USD per capita (Central Intelligence Agency, 2015). Furthermore, Hong Kong is a good place to do business; the proof for this is they are ranked 5th best places doing business behind Singapore, New Zealand, Denmark and Republic of Korea (World Bank Group, 2016). Hong Kong is ranked 1st beef consumption per capita throughout the world; residents eat more than 123 pounds of beef per year (Rob Cook, 2016)This paper will first analysis segmentation, target and positioning of Moose and Roo to define characteristics and advantages of Moose and Roo, from this I could create a suitable marketing plan. Furthermore, to increase effectiveness of marketing plan by using 7Ps expand marketing mix with consideration of standardization and localization.
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