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Rainforest Cafe marketing reseach - Research Paper Example

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Rainforest Cafe marketing reseach

This study analyses the hospitality and tourism industry, particularly, the hotel industry of London. According to Ruddick, hotels in London are expected to face a weaker trading market this year because of the Olympics hangover. Furthermore, there is an expectation that tremendous growth will be recorded in the hotel industry of the U.K towards the end of the year, as they are expected to make improvements. The hotel market has been chosen for analysis because hotels represent an important element of London’s tourism industry, and the London hotel market is distinct (Cushman&WakefieldHospitality 4). Given that the London hotel market is distinct, this analysis aims at identifying the weakness and threats that face a specific restaurant. It also identifies the hotel’s strengths and opportunities. Further, the analysis provides recommendations on how the restaurant can improve and maintain its strengths, as well as, capitalize on opportunities. Information will be gathered from customer reviews, annual financial reports and hotel websites. In this analysis, an environmental scan of Rainforest Cafe, located in London will be carried out. The economic, technological, political, socio-cultural, legal, natural and global factors that influence the organization’s operations and success in the market will be analyzed. This will be done in comparison with the major competitors of Rainforest Cafe. First, the analysis will begin with an internal SWOT analysis of Rainforest Cafe to identify its strengths, and threats. Recommendations will be made on how the Cafe can improve on its weakness and maintain its strengths to ensure outstanding performance in the market now and in the future. Secondly, an external SWOT analysis will be carried out to identify the restaurant’s strengths, weaknesses, threats and opportunities. Finally, a competitive analysis for Rainforest cafe will be carried out to identify organizations that compete with the cafe in general and in terms of product form, product category and budget. Rainforest Cafe Rainforest Cafe is located found in 20 Shaftesbury Avenue, Piccadilly Circus in London (Porter) Par 13. The cafe is committed to supporting worthwhile environmental causes (Rainforest Cafe Par 1). The rainforest cafe works with a UK-based charity, World Land Trust, to try to save as much tropical forest as possible (Rainforest Cafe Par 3). The cafe is among the largest family restaurants in London. The restaurant is built in sucha way that it is jungle-like, and this jungle feel is enhanced by the roaring elephants and other special effects (Porter Par 1). It is themed as a tropical rainforest. Started in 1997, the cafe has been popular ever since The Rainforest Cafe uses information technology to support food services operations, with a remarkable and direct use of information technology. There are other branches across North America and other international locations. This group of hotels entered the industry, and is characterized by significant investments in the physical and operational infrastructures of food services to create a distinct atmosphere and unique theme-based experience for their clients. Apart from providing hotel services, the Rainforest Cafe sells merchandise to both adults and children related to the rainforest theme. The rainforest theme is intended to foster in adult and child customers a sense of excitement about nature, concern for survival in the tropical ...Show more


Author: Instructor: Date: Introduction and Overall Strategy Environmental scanning is vital for the purpose of formulating business strategies of a firm. This is because business is largely influenced by economic, technological, political, socio-cultural, legal, natural and global factors…
Author : dorianrosenbaum
Rainforest Cafe marketing reseach paper essay example
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