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Anyone who has ever lived in Malaysia will tell you that one of the things they love most about this country is the food; the variety of cuisines, the rich of flavors, the endless dining options and the availability of them at all times. With an ever expanding list of restaurants and cafes, the only thing to differentiate one from the other is by creating a unique experience for the customers. Creativity is essential in order for businesses to not only sustain itself, but to draw in a good number of guest daily. A great way to leverage creativity for restaurants or cafes is to utilize a theme that is interesting and would be be able to draw in lovers and fans of that particular theme. Theme restaurants are restaurants in which the idea for the restaurant takes priority over everything else. It influences the architecture, dcor, special effect, music, and overall feel of the restaurant. The theme may be further extended through the naming and choices of food, though food is usually secondary to entertaining guests.
The success of theme restaurant or caf has attracted a lot of entepreneurs to do similar business. Your friend who is a young entrepreneur also has decided to venture in this kind of business but not sure what theme would be suitable. Your friend has contacted you asking for your opinion and recommendation.
As a marketing consultant you are required to conduct an investigation and to provide appropriate recommendations to him or her specifically on the following key areas:
Evaluate the marketing environment in Malaysia and their impacts on the overall performance of the restaurant or caf businesses.
The suitable theme that your friend could venture and the proposed integrated marketing mix (7Ps) including a signature product or menu to be offered with justifications for his or her attention.
You need to submit your findings and recommendations in report format to your friend. Your report should also contain reference to appropriate marketing concepts and models and is to be presented in the following format:
Include the title of the report, student name and ID, the name of the person the report is written for and the date and unit code (please refer to assignment writing guide given during orientation).
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