This essay analyzes the marketing activities of Long Beach Seafood Restaurant. The Long Beach Seafood restaurant is found to be located in most of the most visible and busiest places in the city which effectively aids it to lure both national as well as international customers…
This paper illustrates that the Long Beach seafood restaurant is believed to be quite well known for its exceptional offerings of different seafood to its customers. The restaurant is located on the East Coast Parkway and the other divisions of it are located in different places including Marina, East Coast Seafood Centre along with IMM Building in Singapore. The restaurant was founded in the year 1946 with its earliest division at Bedok Resthouse and delivered various seafood items to the various customer segments of Singapore including both domestic and international customers. The Long Beach restaurant is known to be quite popular for its unique offering of black pepper crabs in Singapore and is also renowned for its exceptional seafood offerings of Drunken Prawns along with various types of uncooked seafood. Moreover, the BBQ Golden Phoenix fish, Crispy Duck along with the signature dishes such as Golden Stripe Lobster were few of the most well-liked dishes of Long Beach during the 1980s followed by House Speciality Prawn and other seafood items during the period of 1990s. The study intends to discuss the different information sources of analyzing the business environment of the food & beverage industry as well as situational analysis of Long Beach Restaurant to guide its strategic decision processes. Moreover, the paper will also include the 4Ps of the marketing mix and effective market segmentation initiatives for Long Beach in the competitive restaurant business. In addition, the brand management of major products along with the effective strategies of product lifecycle has also been considered in the study. Food chains or restaurants serving food and beverages to the customers entail certain strengths, weaknesses, opportunities, and threats. Furthermore, these factors would be analyzed with the help of a SWOT analysis. Strengths of a restaurant are supposed to be those factors through which they attract customers and satisfy their respective demands related to food and beverages along with ensuring profit maximization. The foremost strength of the restaurant i.e. Long Beach is its kitchen which is usually managed by highly proficient chefs. Furthermore, the chefs also conduct brainstorming activities in order to innovate and introduce new dishes. ...
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