CASE STUDY: ANALYSIS OF MARKETING PLAN
Order Description
A key element of the report will be to describe the difference between
What elements of the business were expected to deliver results and
What actually was the best value in terms of return on time, money and effort for the development of the business.
The case study is to be presented in Report Format. It will incorporate at least 3 references in the introduction of the report.
PART A: About the Business Owner (ENTREPRENEUR)
1. Would you tell me about yourself before you started your own
business venture?
Your present age?
Do you have any personality traits that made you decide to be in business:
When did you arrive in Australia?
2. Who else did you know while you were growing up who has
started or owned a business ? How did they influence you?
3. Were your parents, relatives, or close friends businessmen/
women?
4. What was your education experience? In hindsight, was it
helpful? In what specific way?
5. Before opening the Tea Lounge, what did you do?
6. Did you have a business or self-employment during your youth?
If yes, where and what did you do?
7. Did you have sales or marketing experience? If yes, where?
8. When, under what circumstances, and from whom did you
become interested id business?
9. What made you start ()?
PART B: About the Business
1. How did you spot the opportunity for ()?
2. When did you open?
3. How did you get the name “()”?
4. How many square meters is your restaurant?
5. What types of food do you sell?
6. What are your best-sellers?
7. What are your special / original products?
8. Do you have full-time and part-time employees? How many ?
9. How does your family help you in your business?
10. What is your typical day in () like? What do you do?
11. What are your roles in the following aspects of the business?
-production?
-marketing?
-finance?
-management?
12. How did you get the idea of a Restaurant?
13. Who did you talk about the business proposal of ()?
14. Has something similar already been done?
15. Who are your customers?
What problems did you encounter during the early days of your business?
16. What essential business equipment do you have for
Dahon Tea Lounge? (ex. Cashier, computer, freezer,etc,)
17. What is the business structure of ()? (sole
proprietorship, partnership or company? )
18. How do you advertise ()?
19. Does () have a website?
20. Who are your competitors? What is the advantage of ()
over them?
21. Did you want to have partners or do it solo? Why?
22. Did you have a start-up business plan of any kind? Please tell
me about it.
23. How much time did it take from conception and planning to the
first day of business?
24. How much capital did it take to open up your store?
Did you borrow money from the bank, family, friends for the
capital?
25. How long did it take to reach a positive cash flow and break-even
sales volume?
26. Tell me about the pressures, crises during that early survival
period.
27. What outside help did you get before opening? Did you have
advisers? Lawyers? Accountant? Tax experts?
28. What do you think are the strengths of your business?
What are the weaknesses?
29. What was your most triumphant moment in ()?
Your worst moment?
30. What kind of Resources do you have to make the business work?
Physical:
Financial:
Information:
Social (network):
Human resources:
31. What Risks (4) did you take to be able to be in business?
Financial :
Career :
Health :
Social :
32. What is the role of technology in your business?
33. What are the trends in the restaurant industry? Hoy do you cope with it?
34. What are the New skills you learned after being in business?
35. . Do you plan to expand the business in the future? How?
36. Did the business change your lifestyle ? How?
37. Do you think you are an entrepreneur and not just a business owner?
38. What lessons have you learned in owning and managing a business?
In groups of 1:
You are required to complete a case study of the marketing plan of a new business. To complete this you will interview a business owner who has had the business operating for between 2 and 5 years.
The aim of the interview:
To identify the strategies the business has used since its inception to get the business going and to reach its target audience.
A key element of the report will be to describe the difference between
What elements of the business were expected to deliver results and
What actually was the best value in terms of return on time, money and effort for the development of the business.
The case study is to be presented in Report Format. It will incorporate at least 3 references in the introduction of the report.
The report will also include the following elements
1. Title
2. Table of Contents
3. Introduction
4. Headings Throughout
5. Conclusion
6. Reference List (3+ References)
7. Appendices
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