Question :
Oporto is a Portuguese themed fast food chain with its headquarters in St Leonards, Australia. The organization specializes in Portuguese themed chicken and burgers. The organization have over 100 outlets scattered all over Australia. Their marketing plan will be established on communicating their values to their customers and using personalized data collection methodologies in order to create a campaign capable enough to influence all the five stages of customer’s journey to decision making process. The study will also reflect on the methodologies undertaken by the organization to establish a free flow of communication between the customers and the organization itself.
- Why does Oporto need to develop new marketing campaigns?
- What are the variables that will be taken into consideration while preparing the marketing plan for Oporto?
- What different marketing mix will be used by Oporto?
- What are the aims and objectives of the new marketing plan of Oporto?
Answer :
Oporto is an Australian fast food chain with its headquarters in St Leonards. The organization is well known for their Portuguese themed burgers and chicken. Like any other food based organization all over the globe, the contingency of Oporto’s operations was interrupted by COVID-19. The organization needs to develop a new marketing plan established in order to acquire their potential customers and retain their existing customers. In order to develop the new marketing campaign, the organization will use the data that they have collected on their customers over time in order to give the marketing campaigns more personalized touch. The organization is well known for their values associated with providing high quality food in accordance to the affordability criteria of their customers. Along with it the organization is known for their approaches that helps them build customer loyalty. Oporto is equipped with experienced workforce who follow the ethical values and conventions of the organization.
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The goal of Oporto’s marketing campaigns is to regain the status that the organization once held and subdue their competitors by attracting more customers and retaining them. In order to do so the organization can use the concept of 7Ps of marketing mix. The organization plans on using their Product development practices on the basis of data that they have collected over time associated with their customers. The organization will provide the aid in place by providing appropriate directions to their stores online therefore the customer can visit the nearest store in accordance to their convenience. The price determination of their product and services is in accordance to the marketable forces. The organization plans on using promotional activities using different elements of digital landscape such as social media platforms and third party advertisements. Oporto plans in sing the concept of Physical Evidence over digital landscape by collaborating with famous influencers and asking them to give evidence of quality of their products. In addition to that the organization plans on recruiting experienced workforce that are capable enough to work in accordance to this new organizational code of conduct. The Processes undertaken by the organization will be developed on the basis of the new values determined by the org
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