Marketing strategy for restaurants to recover from covid-19
Mong, Linh; Bui, Thao (2022)
Mong, Linh
Bui, Thao
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-20200211
https://urn.fi/URN:NBN:fi:amk-20200211
Tiivistelmä
The thesis aimed to formulate an effective marketing strategy for Pedro’s Pizza, the commissioning restaurant, to recover from the serious impacts of covid-19 on their customer number. For the strategy to be appropriate for the operating environment and the restaurant’s capabilities, a thorough analysis was conducted to analyse the external environment, internal situation, and target customer behaviours.
To achieve the thesis goal, a theoretical foundation was formed, including the strategic marketing process, competitive positioning and customer loyalty. In addition, the qualitative methodology was used to collect data about the commissioner. A semi-structured interview was conducted with the owner and manager of Pedro’s Pizza; and an online customer behaviour survey was conducted with the target respondents being international tourists in Cao Bang or interested in visiting the place in the future.
The research results revealed that Pedro’s Pizza does not have effective online marketing channels, but the restaurant significantly focuses on creating high-quality products. Therefore, although they do not interact much with their customers online, it can be observed from Google and TripAdvisor that most of their customers are highly satisfied with the experience. A marketing strategy focusing on customer loyalty was created by the authors. Implementing this marketing strategy, especially at the current time when Cao Bang starts to have international tourists again, could encourage customers to come back to Cao Bang and visit the place again, and thus help the restaurant attract and retain customers.
To achieve the thesis goal, a theoretical foundation was formed, including the strategic marketing process, competitive positioning and customer loyalty. In addition, the qualitative methodology was used to collect data about the commissioner. A semi-structured interview was conducted with the owner and manager of Pedro’s Pizza; and an online customer behaviour survey was conducted with the target respondents being international tourists in Cao Bang or interested in visiting the place in the future.
The research results revealed that Pedro’s Pizza does not have effective online marketing channels, but the restaurant significantly focuses on creating high-quality products. Therefore, although they do not interact much with their customers online, it can be observed from Google and TripAdvisor that most of their customers are highly satisfied with the experience. A marketing strategy focusing on customer loyalty was created by the authors. Implementing this marketing strategy, especially at the current time when Cao Bang starts to have international tourists again, could encourage customers to come back to Cao Bang and visit the place again, and thus help the restaurant attract and retain customers.