ryerson cmkt400 understanding consumers and the new media canadian restaurant industry
Please answer the following questions based on the Canadian Restaurant Industry. You are highly encouraged to do external research, including but not limited to news releases, CB studies done on restaurants, food services, or retail services in general. A combination of academic journals, industry reports, and news articles are recommended for inclusion in your answers.
1.
Creating Customer Value
In the context of consumer purchase behaviour, one of the key
objectives for any firm is to create a strong value-proposition in
order to deliver customer satisfaction and sustainable competitive
positioning. Discuss the preceding statement using MKT400 course
concepts. As we look towards April 2020 and beyond, discuss how
restaurants are able to fulfil the above objective? Please provide
relevant examples derived from your external
research.
20 marks
You are encouraged to create and use subheadings to answer this
question
Incorporate course concepts from
MKT400
Incorporate relevant and current examples from the Canadian restaurant industry
Incorporate external research using a combination of academic, public,
and industry-level
sources.
Single spaced your answers,
please.
Maximum 3 pages, exclusive of cover pages, table of contents, references, or appendices.
2.
Consumer Behaviour, Channel and Promotional Strategies:
How has COVID-19 changed consumer behaviour in the Canadian
Restaurant Industry? Conduct an analysis of the 5-steps consumer
purchase decision process. Based on your assessment of the changes
in behaviour, how should industry members manage their channel and
promotional strategies? What are your recommendations with respect
to channel and promotional strategies? And lastly, once the
pandemic outbreak tappers off, how will the aforementioned
strategies evolve in the long run? Your response should focus on
all elements contained in this question, provide relevant examples
to support your discussion.
20 marks
You are encouraged to create and use subheadings to answer this
question
Incorporate course concepts from
MKT400
Incorporate relevant and current examples from the Canadian restaurant industry
Incorporate external research using a combination of academic, public,
and industry-level
sources.
Single spaced your answers,
please.
Maximum 3 pages, exclusive of cover pages, table of contents, references, or appendices.
Please include a brief executive summary, introduction and conclusion. Please include a works cited page, using proper APA format. Adopt appropriate headings throughout the report. Total overall page length should be no more than 6-8 pages, single-spaced only.
Please submit it to D2L, no later than
Saturday July 25, 11:59PM
. No late submissions will be accepted. No email submission
please.
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