Competitive Strategy adopted by local restaurants

A research proposal submitted in the partial fulfillment of the course

Marketing Management for the requirements of the degree B.B.A. LL.B.
(Hons.) for the academic session 2019-2020

SUBMITTED BY
Madhavi Bohra
ROLL NO. – 2023
B.B.A. LL.B. (HONS.)

SUBMITTED TO:
Faculty of Marketing Management
Dr. Manoj Mishra

August 2019

CHANAKYA NATIONAL LAW UNIVERSITY, NYAYA NAGAR,

MITHAPUR
PATNA, BIHAR (800001)
INTRODUCTION
Market analysis is an integral component of the strategic planning process for a restaurant.
Analysis of the market entails an examination of the regional market your restaurant serves,
from the needs of consumers to the existing restaurant competition. This market analysis can
shape your menu prices to be in line with the median income of consumers in your area,
determine what food choices are lacking in the market and what restaurants consumers are
frequenting the most. If the market is saturated with fine dining restaurants, perhaps a more
family-oriented establishment would satisfy consumers need in a way the market is not
currently doing. The advent of newer technologies and introduction of digital ways have
radically transformed the restaurant marketing strategies throughout. Hence, the restaurant
business is witnessing a breakthrough. Nowadays restaurant marketing is not depended only
on the traditional advertising process. The marketing method has come a long way and
restaurateurs have been finding out several profitable strategies to increase sales in the
restaurant. determining beneficial promotion strategy for a restaurant is not an easy task. One
needs to have a clear-cut idea about the recent market trends. A survey reveals that although
some of the eateries could find the right track and struck the right chord to survive the fierce
competition, yet many restaurants get lost in the challenging situation.

Therefore, to sustain in this continuous battle a restaurateur needs to decide on unique

restaurant marketing strategies.

AIMS AND OBJECTIVES:

 The researcher’s prime aim is to present a detailed strategy that ought to be adopted by
local restaurants for success.
The researcher aims to descriptively provide a critical overview of the problems arising.
The main goal of this research is to define the association between marketing and
success of local restaurants.

HYPOTHESIS:

Mere traditional techniques of marketing cannot work in this dynamic environment and with
diverse needs of consumer. Restaurants need not wait for any new technology or strategy but
in order to gain competitive edge over market unique strategy has to be adopted.
RESEARCH QUESTONS:

 What is relationship between market and strategy of local restaurants?

 How does local restaurant can gain competitive edge over market?
 Why there is need for new and unique strategies for success?

RESEARCH METHODOLOGY:

The researcher will be relying on Non-Doctrinal method of research to complete the project.
These involve various primary and secondary sources of literature and insights.

SOURCES OF DATA:

The researcher will be relying on both primary and secondary sources to complete the project.

PRIMARY SOURCES

Survey

SECONDARY SOURCES:

1. Websites and Blogs.

2. Newspapers.
3. Magazines.
4. Books and research paper.

LIMITATIONS OF THE STUDY:

The researcher has territorial, monetary and time limitations in completing the project.

TENTATIVE CHAPTERIZATION:

1. Introduction.
2. Relationship between market and competitive strategies
3. Need for adoption new strategies
4. Various kinds of strategies
5. Conclusion and suggestion
6. Bibliography
BIBLIOGRAPHY

Reports

Survey Report

Books

Marketing management by philip Kotler.

Essentials of marketing by paul baines, chris fill, Kelly page.