Expansion Marketing

Paper Summary:

The paper considers the three elements of public relations, pre-promotion, and advertising involved in the expansion of a restaurant business. The paper notes the costs involved but relates that by targeting key influencers, sufficient business should be generated to ensure a successful launch.

From the Paper:

"Expanding a restaurant business requires a multifaceted marketing program. Three elements should be considered - public relations, pre-promotion and advertising. The objectives will be to generate interest in the new location(s). The idea of expanding the existing business rather than starting a new venture is to capitalize on the existing business' strengths. Internal strengths can be capitalized upon regardless of the name of the venture, so the key strength being capitalized upon by expansion is the brand identity. It is therefore crucial that this is woven throughout the expansion strategy."

Sample of Sources Used:

• Wansink, Brian and Ray, Michael L. (1993). How Expansion Marketing Affects Brand Usage Frequency: A Programmatic Evaluation. Marketing Science Institute. Retrieved May 12, 2008 from http://www.msi.org/publications/publication.cfm?pub=368
• Porter, M. E. (1980), "Competitive Strategy: Techniques for Analyzing Industries and Competitors". New York, Free Press.
• (No date) Restaurant Public Relations Builds Credibility, Restaurant Advertising Breeds Skepticism. Quantified Marketing.com Retrieved May 12, 2008 from http://www.quantifiedmarketing.com/learning_center/pr_advertising.php

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