Identifying strategies for strengthening market position

Singh, Amanjeet and Maqbool, Jannat (2018) Identifying strategies for strengthening market position. Applied Management Conference, Hamilton, New Zealand, 23-25 October, 2018.

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Abstract or Summary

This research aims to comprehend how an organisation operates its business and to identify the strategies adopted by it to strengthen its position in the market. The research starts with the background of the restaurant, which is followed by an internal and external analysis of the business to better understand its business environment. This includes SWOT analysis, PESTLE analysis, and an understanding of the competition. Then the scope of the research is mentioned, and further explained in the literature review. The areas covered in the literature review include interior design, competitive advantage, analysis of customer base and satisfaction, human resources and expansion strategies. Then the methods used to conduct the research are discussed. Both quantitative and qualitative methods were used for this research. Then the results obtained, and observations made from conducting the interview and questionnaire are covered. A complete detained analysis of the results is included in the discussion. The results section primarily highlights the most likable factor about the restaurant and its position in the market. Conclusions are drawn and recommendations made for the organisation to increase their sales are provided on the basis of the results obtained. It has been observed that the organisation faces stiff competition and needs to take measures to improve its market position.

Item Type:Paper presented at a conference, workshop or other event, and published in the proceedings
Keywords that describe the item:Marketing, business
Subjects:H Social Sciences > HF Commerce
Divisions:Schools > Centre for Business, Information Technology and Enterprise > School of Business and Adminstration
ID Code:6462
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Deposited On:13 Dec 2018 22:37
Last Modified:13 Dec 2018 22:37

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