Although Monica has proved to be a competent manager, her competence is not fully reflected in the business. This is because the business is experiencing slow growth resulting from reduced sales. The case study also indicates that Monica has identified the problems in her strategies (Perreault, Cannon, and McCarthy 65). After identifying the weakness in her strategies, Monica is considering making some improvements to increase her sales. Monica’s business is doing better than average although it has not achieved perfection. The need to change her immediate marketing strategy indicates that her business is not doing according to her expectation. The need to adopt new strategies also indicates that her sales are below her target.
Monica is currently operating under a moderate marketing strategy. This is because the strategy lacks sufficient tools and hence it is incompetent. However, her current strategy is in accordance with the four P’s of management (Perreault, Cannon and McCarthy 25). Monica located her restaurant in a strategic position that is convenient to the customers. The restaurant is located in a strip mall that is next to a major highway. Monica also conducts her business in accordance with the second P of management. This is because she ensures that all her food items are sold at a moderate price to all customers. In the beginning, Monica used to buy a three-quarter page in the local dailies to promote Lombardi Grill and its products.
Although Monica had acknowledged the need to advertise her products, she did not use an appropriate media. Monica could have advertised her products on the radio in order to reach many people. The main customer of her food products are the local people and therefore the business could have done better with a direct sales approach and a Monica considered several strategies that she could have applied in order to improve the performance of her business. Joining a franchise chain was one of her possible development strategies.