Table of Contents

Introduction......................................................................................................................................2

Marketing mix:................................................................................................................................2

Product:........................................................................................................................................2

The price:.....................................................................................................................................3

The place strategy:.......................................................................................................................3

The promotion:.............................................................................................................................4

People:..........................................................................................................................................4

Process:........................................................................................................................................4

Physical evidences:......................................................................................................................5

Segmentation, targeting, positioning of the brand:..........................................................................6

Segmentation:...............................................................................................................................6

Targeting:.....................................................................................................................................6

Positioning:..................................................................................................................................6

Importance of market reaserch........................................................................................................7

Recommendation.............................................................................................................................7

Conclusion.......................................................................................................................................8
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Introduction
This report is dealing with the market analyses of the chosen organization which “Panjabi dhaba
in London”. Throughout the entire report, I have been discussed the marketing mix as well as the
STP model on the basis of Panjabi dhaba.

Panjabi dhaba is one of the famous restaurants in London which was established in 1981 and it is
one of the famous road side restaurants in the Indian subcontinent. The restaurant is located in
the 105A Plumstead High St, Plumstead, London SE18 1SB, United Kingdom, having a variety
of authentic Asian style foods that can easily attracts the customers. This s considered as the
leading Panjabi restaurant in London due to its provided dishes that have a balanced nature of
“flavor, texture and color” of the authentic food.

The mission of this dhaba is to promise the customers to provide authentic food of Panjabi with
different ranges of non vegetarian item for the food lovers. However, this restaurant also serves
vegetarian foods.

Marketing mix:
Marketing mix is used for my organization to identify its objectives based on different types of
activities for this dhaba business. In general there are 4 types of Ps are used to identify marketing
strategy for my organization however we done here the entire analysis of marketing mix which
includes product, price, promotion, place, people, process, physical evidences (Rafiq, 1995).

Basically Panjabi dhaba is a restaurant, therefore once I have identified the marketing strategy
therefore, “seven P model” helps to evaluate my business activities regarding this restaurant
continually. Based on the market demand, products, identified market as well as demand of the
customers are changed on continuous basis therefore these seven P s are helpful to track and gain
maximum result from this business which are depended on the modern marketplace.

Product:
As “Panjabi dhaba” is a restaurant chain therefore its main product is considered as the food.
However, the services of this restaurant are based on that kind of values where quality and
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presentation of the food is considered as the important attraction for the customers. To maintain
the quality of the food is one of the important targets for this organization. In this case, the main
food of this organization is chosen as all types of authentic Panjabi foods as well as cuisine. In
accordance with different types of light foods, soups, tandoori types, dhaba special vegetarian as
well as non veg food different types of vegetables in authentic Indian style, south Indian foods
along with different types of house special combos are considered as the food product of this
chosen organization (Gibbs,2008).

Ingredients are important for this restaurant where quality can be controlled through the looks
and taste which are maximum demand of the customers. In case of foreign country, the
utilization of the Indian authentic spices creates the environment for the products of food lover
people n that locality. Moe over this organization is open for all day at noon to 9.30 pm except
Monday, as this is the close day for this restaurant. To make the quality of product variable, the
management of “Panjabi dhaba” is responsible to maintain their post purchase quality as well as
performances.

The price:
It is one of the variable essentials of the marketing mix which is accountable to make
complexities in between customers and competitors of the chosen restaurant. Different studies
show that price is considered as the important factor for success factors of the given
organization. In this case, as the chosen organization is Panjabi dhaba, therefore the price of an
organization is fixed for everyone. It helps to achieve the target profit of this organza ton.
Therefore price for the product is essential to create its value and based on the customer
expectation it is identified that the requirement of the customers is fulfilled by the value of the
product price (Jain, 2013).

For the different types of competition, price is one of the important market strategies for this
organization that helps to grab the entire market in the given locality. Depending on the pricing
strategy, it is observed that the pricing of the identified organization should be competitive in
nature. All the food products of the Panjabi dhaba offers against the fixed price and it is
represented through the menu card based on which customers can understand its cost. Based on
the website information of the Panjabi dhaba, its food price is varied from the £9.75 to £11.75.
From the very begging of the restaurant, the management of Panjabi dhaba is responsible to set
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the low price for their food tem that can encourage their customers along with the return feed
back of the customers are responsible to make proper changes to develop the business of the
Panjabi dhaba. However, there are several occasion while the restaurant offers low price rate to
attract more numbers of customers and get loyal consumers before the enhances price. There are
two types of impact of the price strategy which reflects the utilization of the customers based on
the reasonable price strategy. On the other hand, negative impact of this pricing stregic is to loss
the consumer base due to high rate of the food item.

The place strategy:

Place is considered as the location of the chosen organization “Panjabi dhaba” which is suitable
for the consumers to buy the products easily. In this case, the given restaurant is located in the
following address that includes 105A Plumstead High St, Plumstead, and London SE18 1SB,
United Kingdom. This is the crucial area of the given organization as all the local customers are
fond of the foods of this “Panjabi dhaba”. The place s the important strategy for a restaurant
business as it helps to maintain the easer accessibility of the people who are known as the
potential customers (Khan, 2014). The address of Panjabi dhaba is centrally located and it has
other places to continue its business. Therefore place selection is one of the important aspects for
this restaurant. However, to attract more number of customers, the management of the chosen
organization needs to identify its positive as well as negative impact. The positive impact is
considered as to attract maximum customers and enhances its sales due to central location in the
busy environment; on the other hand, negative impact is more expensive cost due to busy
location and enhances the expenses of the dhaba for running their business.

The promotion:
Promotion is one of the important activities for the chosen organization that is responsible to
communicate as well as promote their food products to their target market area. With the help of
promotional strategy this organization shows the benefits of the food quality for the customers so
that they can buy the products. There are several types of promotional strategies which are
followed by the Panjabi dhaba to enhance its sakes all the time. Therefore Panjabi dhaba used
trial and error strategies to identify its best activities regularly. In this case, branding is known as
the good strategy for this dhaba to identify its services. Therefore advertising strategy is suitable
for the chosen organization that helps to design the unique theme and logo to their customers. T
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helps to mention the flavor of the foods to their customers that can change the buying behavior
of them. There are two types of impacts of advertising strategies which are shown as following:

Positive impact: digital advertising is not for suitable for all of the people therefore normal
advertising of the organization helps to attract a more number of customers.

Negative: sometime for advertising purpose, the R&D of this restaurant uses more expense
which is responsible for loss running of the restaurant.

People:
People are one of the important factors for restaurant business which includes several categories
of people (Amofah, 2016). Consumers are main category of this business that provides profits to
this business. On the other hand, in case of Panjabi dhaba chef is one of the important categories
who are responsible to maintain the business by enhancing the food quality. Different studies are
shown athat due to unique taste for the chef; the reputation of the restaurant goes on. Therefore,
chef play a vital role for this business as the dhaba provides an authentic Panjabi as well as
Asian, Indian and Pakistani food.

Process:
The process of the restaurant is very important for running the dhaba which is essential for the
reputation of the dhaba. As per the report, the serving style of this dhaba is unique from other
restaurant and its timing is very punctual. Process is responsible to focus on the done activities
based on which customers are attracted to this dhaba. Therefore it also includes the health as well
as quality of the food products of the dhaba. The raw material suppliers of this dhaba ensure the
health of the purchase livestock so that good environment creates the positivity for processing
the food.

Physical evidences:
It refers each and every aspect of the customers to running the dhaba business smoothly.
Therefore, Panjabi dhaba believes that first impression of the customers is important to come
back again and purchase the food from here. Therefore in this reason, the management of this
organization spends more time for their interior decoration. The review of the customers said
that, the environment of this dhaba is too good and friendly and all the common dishes are
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avilable for the customers with reasonable rate (Umeze, 2015). More over the arrangement are
very decorative for the family and customers find here all the essential services in hand.
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Segmentation, targeting, positioning of the brand:

Segmentation:
For this chosen organization, “Panjabi dhaba” segmentation is important to identify the right
market therefore market segmentation is essential for the restaurant services for the effective
measurement of the business. Market segmentation also helps to identify the competitor
activities for the chosen organization which involves following categories as the market
segmentation of this organization. In this case, 4 types of market segmentation are identified
which includes demographic, geographic, behavioral as well as psychographic segmentation. In
London, as the chosen area is very popular therefore there are varieties of the customers are
avilable in the target market of the chosen organization (Camilleri, 2018). The positive impact of
this segmentation is by identifying its target market, Panjabi dhaba can aware the customers
about their brand easily. On the other hand it is very difficult to them to target those customers
who are not living in the London as their potential one.

Targeting:
The restaurant business is completely depended on the limited resources that have investments
on the development as well as promotional solutions of the customer groups. Therefore, the
management of the Panjabi dhaba is always responsible to target those customers who are
reliable for their business. Market segmentation is the focal point for targeting the customers
(Andaleeb, 2016). In this case, Panjabi dhaba is responsible to serve pure authentic Indian, Asian
as well as Pakistan food at reasonable rate in London. Therefore differentied targeting strategies
are chosen by this restaurant to enhance their customer base by identifying their various types of
taste and food allergies. Therefore targeting is responsible to enhance the choice of the customers
that helps to maintain the profits of this “Panjabi dhaba”. On the other hand, targeting has a
negative impact that shows, too much choice an issue for the chef of this restaurant to make food
and identify particular menu for serving.
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Positioning:
Position of the food products is valuable for the customers. In this case, Panjabi dhaba is
responsible for selling the wide range of product which has high quality as well as medium to
high price strategy (Lynn, 2011). There is some kind of unique selling points that helps to
maintain the competitive advantages for this organization.

 All the products are made up of selected raw material and all are made in front of
customers.
 As this dhaba serves the authentic food therefore creative recipes have an important role
n this restaurant. Therefore innovation process helps to achieve the target for this
restaurant.

Importance of market reaserch

Market reaserch for the Panjabi dhaba is one of the important strategies and it is a continuous
process to attract the customers. In modern days the demand of the customers are changing time
to time therefore market reaserch is very helpful for the customers to identify the changing
demand of the society (Sarstedt, 2014). Therefore it can be stated that market reaserch is the
process of collecting, interpreting as well as analyzing the data about the consumers, competitors
as sell as whole target market for the chosen industry. As market reaserch is very crucial for the
Panjabi dhaba to identify its longevity in the society, therefore it helps to identify the potential
segments for the Panjabi dhaba to take the proper decisions in future. Market reaserch is also
helpful for the chosen restaurant in industry to monitor and identify the attitudes of the businsess
that needs a proper change on time.

There are several types of importance of the market reaserch on the bass of the business of
Panjabi dhaba. It involves the improvement of the customer experiences, maintaining their
business trend, identifying the competitive advantages etc. with the help of marketing reaserch
Panjabi dhaba can identify its investment task on the particular location therefore the
management of this dhaba can rectify their loopholes by reducing their market threats and
weakness. On the other hand, strategic planning of this organization must be improved by the
marketing reaserch. For this purpose a different section is opened by the management of the
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Panjabi dhaba so that it can focuses on the demand of the customers and stay ahead in the
competitive market.

Recommendation
Panjabi dhaba is one of the important restaurants in the London that serve the authentic food for
their customers. They have a particular mission so they require a definite goal on time for the
achievement of the mission. Therefore following types of recommendations are helpful to run
their businsess smoothly in competitive market.

1. Panjabi dhaba should identify the particular food items which are most attractive for the
people and needs to reduce the production of that tem which are often sell for the people.
So that they can maintain their expense and serve fresh quality of food to their customers
every day.
2. The marketing mix is helpful for this restaurant to observe the target of this restaurant.
Therefore Panjabi dhaba needs to promote their business and includes more number of
employee’s n their restaurant business.
3. Panjabi dhaba needs more primary reaserch and should involve their customers to
identify the loopholes of their services to develop the business in further way. For this
purpose, the management of Panjabi dhaba needs to collect the information or reviews
from the customers through different ways such as visitor’s book, surveys, interviews etc.
4. Costs: this is another important aspect. Maintaining a competitive price throughout the
year to attract the customers.

Conclusion
Hence to be concluding, it can be stated that Panjabi dhaba is one of the oldest restaurant in the
London that offers delicious authentic Indian and Asian food. It is observed from above
discussion that Panjabi dhaba is a growing restaurant chain in .London that has the target to
maintain the quality of the food and serves more number of customers. In accordance wth it also
needs to change its authentic style to survive in the competitive market. Therefore above
recommendation is vital for them to identify particular target and position of the market.
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