Marketing Planning and Strategy "PappaRich operating in Australia" - Marketing Assignment

Internal Code: MAS5447

PappaRich operating in Australia

Scenario In Australia, the level of acceptance towards different varieties of food is increasing due to the enthusiastic of people to try different cuisines. Besides, the increased in number of immigrants and overseas students from other countries had brought in their traditional cuisines as main dining choices. Varga (2013) states that Australians consume Asian food more than any other cuisines where Malaysian food is one of their preferable cuisine. Moreover, a market survey has been carried out where PappaRich restaurants are always crowded with customers (Durack 2013). Hence, this Questions: 

• The focus must be corporate or strategic business unit
• The company must be Australian (or local to the country where this unit is delivered), but may be seeking opportunities in global markets
• The company should be a B2C company
• Ideally the company would be relatively medium to small, searching for growth opportunities