Develop a marketing program to lift the marketing
A Case study “Deli Depot Case” all the Data and Questionnaires are on the word Document and the other necessary info and data on the Excel
Assignment: Deli Depot Case1) Assessment Details
Analyse the Deli Depot case (all the relevant materials are accessible via Moodle). There are no maximum or minimum word limits for this assignment. More specific requirements for the assignment will be discussed in lectures. Tutorial time in a computer laboratory has been scheduled so you can develop an understanding of SPSS. This is essential for your assignment. Some lecture time will also be allocated to the project so that your lecturer can provide direction/make suggestions. Note that in lectures and tutorials you will work with a Deli Depot SPSS database.
Requirements (Your task): The aims of the report are:
1) to inform the CEO (and the Board) how customers perceive Deli Depot and other issues related to fast food dining; and
2) to develop a marketing program to lift the marketing and financial performance of the outlet under threat and the entire chain.
Write a business report in the following format:
Report Structure:
1. Executive Summary
a. Major findings
b. Major recommendations
2. Introduction
a. Background (of the case)
b. Purpose (of this report)
c. Format (of this report)
3. Market Analysis*
a. Strategic marketing analysis including:
• Analysis of the marketing strategies and identifying the gaps for Deli Depot (This is based on your marketing knowledge and the marketing theories framework)
• Analysis of the current target markets and market segmentation for Deli Depot as well as the potential target markets (Based on the marketing theories and the Deli Depot case)
• Analysis of the current marketing program (Based on the Deli Depot case)
b. Customer analysis based on your findings through:
i. Descriptive statistics including at least:
• Frequency analysis, Mean, Median, Mode, Variance and Standard deviation, Skewness and Kurtosis, some presented by graphs and cross-tabulated for the variables of your choice**.
ii. Analytical statistics including:
• T-tests and ANOVA analysis based on hypotheses
• Hypothesis design for correlation, correlation analysis
• Factor analysis
4. Marketing response based on your findings and the analysis (mainly from number 3 above). This will include:
a. Recommended marketing strategies.
b. Marketing issues such as current target markets, market segmentation, potential target markets, changes to the current marketing program
c. Inclusion of other possible questions in the survey
5. Appendices: this will include all the analysis and graphs etc. that are not included in the body of the report.
Please note that conducting both part a and b in market analysis (number 3 above) is the minimum requirement for evaluation of the task.
You will need to use Cross-tabulation and graphs for a more in-depth presentation as well. For example for finding the combinatory results for the type of customers(based on gender) with different dining habits and the distance they travel to come to the restaurant, cross-tabulation will be useful.
