Assignment Specifications Task Criteria: There are two parts to this assignment.Part 1 – Analysis of Mini Case (must demonstrate understanding of the theories or concepts in the case and their...

MARKETING STRATEGY
Executive Summary
This essay deals with the marketing strategies that are been implied by Grills Burger, one of the food beverages organization, which highlights its segmentation, targeting and positioning in the market. The assignment shows how Grilled Burger portrays the ways they base their market segmentation and choose their target audience. Simultaneously their strategies prevail regarding how to do their brand positioning in the market, which implies how to standardize their product in the market and establish its position in the mind of its customers. The essay also deals with the one of the widely used marketing strategy four P’s, which implies place, price, product, promotion by placing itself in context of a newly developed product, which is a holiday-beach resort accommodation. It implies how the resort initiated the four P's of marketing strategy to handle two groups of their target markets. The essay renders how the marketing strategies with taking into considerate help in the brand establishment and customer attracting for the organizations. All the strategies implied are executed by the proper research of the company.
Table of Contents
Introduction    4
Market Segmentation    5
Target Market of the Grilled Burger    5-6
Positioning    6
Positioning Strategy of the Grilled Burger     6-7
Holiday Beach Resort Accommodation    7
Marketing Mix…………………………………………………………………………………7-8
Target market……………………………………………………………………………………8
Distribution Channel…………………………………………………………………………..8-9
Promotional Communication and Tools……………………………………………………9-10
Conclusion……………………………………………………………………….…………..10-11
Recommendation………………………………………………………………………………11
References………………………………………………………………………...………….12-13
Introduction
The essay takes into account Grilled Burger, an Australian food chain, which deals in healthy burgers. The organization tends to practice several marketing strategies, through which it has sustained the reach of its product to the customer. The company, through its advertisements channelizes its target audience, on which basis the audience group is attracted towards the company. The company uses the STP format, which is eventually considered with the segmentation, targeting and positioning of a brand in order to establish it as a reputed brand and to attract huge customer base. The consideration featured by the organization is regarding its product feasibility and the characteristics possessed by the product. The essay further takes into account the segmentation strategy, which has been formulated by Grilled Burger, in order to channelize its target market and the target audience. The company has implemented the concept so that it could classify its customer regarding, what kind of customers are much suited for its product. Mostly the companies adopt market segmentation to ensure that the product they are making should go to the right customer base. It is the case with the Grilled Burger as they segmented their market base according to the customer they have been channelizing towards their product.
After conducing with the segmentation strategy, the company move forwards to the positioning strategy they are channelizing. Most of the companies who are following the STP characteristics of marketing lead their company or brand towards the positioning side once after ensuring their market segmentation. In this essay, it is showcased how the Grill Burger after seeking and selecting its target audience move forwards towards claiming its brand positioning. The main aim of the company is to portray an image of the company and the products it is featuring in the mind of the customer, so that it could attract a good customer base. The essay also takes into account a beach-holiday resort accommodation, which focuses on adopting the four P's marketing strategy by selecting two of its demographic target market. The resort tends to classify its audience based on four P's, which are used primarily to give a sheer advantage to the company regarding the figures it has been presenting. The beach holiday research accommodation tends to figure out the ways how effectively managing the (Product, place, price and promotion) would give a bench strength to the company so that it could tackle all the hurdles and get the success results of implying the 4 P's of marketing.
Market Segmentation
Market segmentation is preferably known as dividing or classifying the market of potential customers into groups, sub groups or the segments based on several different characteristics portrayed by their buying behaviours. The segmentation is done in order to classify the Custer, who would respond alike on the several marketing strategies, in addition, in accordance of the people who share similar taste, preference, location or the habitat. The market segmentation is done based on four criteria’s demographic, psychographic, behavioural and geographic. These are the traits or the features because of which the market is segmented. Market segmentation is the marketing strategy, which is implied by the organizations in order to select the target base of the audience, which came under the feasibility range of the audience. It is very important regarding the business point of view as it enables the companies to identify the customer of specific needs and demands. Segmentation is generally formulated to select the target audience and then channelizing how to render the particular products and services to that very target audience. It enables the companies to utilize their resources much effectively and to hold on their expertise in long run. It imparts and exhibits the sense of focus of the company on their mainstream audience and helps in customer retention (Fernandes et al., 2018).
Target Market of the Grilled Burger
In the advertisement, which is formulated by the Grilled Burger three major target audiences are identified, which the company tends to reach, attract and sustain for sustainable growth in their business. The three major target customer groups are as mentioned below-
1. Health conscious customer
The Grilled Burger through its advertisement targets the health conscious customer, the one who wants to eat healthy and could be termed as a fitness freak types. With the tagline in the end ‘Healthy is Easy' the company targets a wide audience through channelizing how the burger is made by them are quite healthy and that the health conscious people should consider it.
2. Young Age Group
It is frequently seen that the burger, which comes under the food beverages, are mostly liked by the people of young age group, because it is generally termed as a fast...