Marketing plan for Aljarafe Restaurant

Taking on the role of an E-Marketing consultant, develop an e-marketing plan for the brand developed in Part A of the module. The e-marketing plan must consist of:
Synopsis of Brand*:

Within the appendix they should include:
Explanation of product/service; positioning of the brand within selected segment ; who they are targeting; key features of the brand that adds value; This should be 1 A4 paper max 2 pages.
Detailed situation review of the competitive brand, including their environment (macro-factors, competitors, customers, online marketplace):

Brief definition of internet marketing and identification of characteristics.

Situation review of competitive brand: discuss their findings here find models that help them summarise or articulate but keep their working to an Appendix where credit will be given for working.

e.g. Macro a environment should include political, legal, technology, consumer use/online demographics/society factors, consumer adoption e-consumer behavior a only use information that is relevant to the sector and brand e.g. does the impact of growth in mobile impact upon sector? discuss potential for growth; Gartner Hype Curve/ mobile stats?

Perhaps focus on 2 areas e.g. consumer use / consumer behavior and technology?

Note: do not explain what phrases/stats/models mean a rather explain which ones are more relevant and discuss the importance of them within the sector.

Ref/Papers may include: Taps and Hughes (2004); Harridge-March (2004); Constantinides and Fountain (2008); Dennis et al. (2009); Close and Kukar-Kinney (2010)
A critique of a key competitors current strategy/campaign?. What has been their response to their marketplace? An evaluation of their current initiatives. What are they doing, how well are they performing?
Strategic objectives that they are trying to achieve? Review of competitive brand: their positioning in the marketplace, target consumers, brand positioning, business/revenue model adopted; key e-marketing activities (consider the 8ps) is there focus on social media, developing customer relationships, offering brand extension?
e.g. within the report summary tables / figures with detailed working in an appendix

What has been their response to their marketplace? :select and reference one or more strategy models to highlight this e.g. Ansoffs growth matrix, balanced scorecard, target market model etc.

An evaluation of their current initiatives. What are they doing, how well are they performing? reference can be made to an Appendix but highlight through some kind of summary table that shows how you assessed performance as much as the results you found Can you assess performance stats or is there market data available e.g. mintel reports? Government stats or online reports?


Referencing Requirements:
Ref/Papers/models may include: Eisenberg (2013); Caruana and Ewing(2010) Hamill and Stevenson (2009) Labrecque et al (2011) Men and Tsai (2012); Ellis-Chadwick and Doherty (2012);Veroheven et al (2012) AIDA, CODAR ; Social Technographics Model; Drip Model; Steizner (2012)