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Executive Summary
The aim of this project is to develop an e-Marketing Plan and outline the strategies, tactics and programs that will make TASTE OF ASIA specialist in Asian food achieve its objectives. Since its operation in year 2009, the outlet has expanded its branch in well visited shopping malls around the island. However marketing has become a key factor for the outlet in order to boost its sales operation. To be able to develop a viable e-marketing plan PR Smith Framework SOSTAC was used. The primary focus of the study was a situational analysis of Taste of Asia in the market. It analyzes its micro & macro environment as both affect the outlet ability to perform business. It includes understanding the nature and social context that the outlet operates in, who are their customers and how their needs are fulfilled. In addition to understand the current situation of the outlet a SWOT analysis approach was adopted to assess the strength, weakness, threat and opportunities of the outlet. Since E- Marketing is highly connected to internet user, it became the prime focus in the study to know how active are the users to Internet, online Social platforms. A questionnaire was design using the Survey Monkey as an online survey platform to conduct a Marketing research. Another objective of the survey was also to assess Taste of Asia brand awareness.

Based on the research analysis meaning e-marketing strategies were devised to achieve the objectives of the outlet.

E MARKETING PLAN
E-Marketing Plan is vital for the study as it must support and be integrated with Taste of Asia business plans and marketing plans. It means using digital technologies valuable to traditional marketing methods to sell goods & services. Emarketing will be a way for Taste of Asia to deliver better services on the market at an affordable price and personalized marketing. Benefits of an E-Marketing Plan to Taste of Asia are: Global reach Lower Cost Trackable, measureable results 24-hour marketing Personalization One-to-One Marketing Interactive Campaigns

SOSTAC framework invented by PR Smith was adopted for the E-Marketing plan so as all relevant factors are considered during the strategic planning process. It is a straightforward model that goes systematically through a step by step approached.

Situational Analysis
Situation Analysis is the first part of the e-marketing plan. It explains Taste of Asia current positioning in the local market- Where is Taste of Asia now.

Taste of Asia is close to entering their third year of operation. The restaurant has been well received, and marketing is now critical to its continued success and future profitability. The store offers extensive dishes of Asian cuisine. The basic market need is to offer individuals, families, and take out customers fresh, creative, attractive, Asian dishes and desserts. Taste of Asia opened in year 2009 in Mauritius. Today the company owns and franchises more the 3 outlets in Mauritius.

Expansion & Growth

Taste of Asia possess good information about the market and knows a great deal about the common attributes of their prized and loyal customers. Taste of Asia will leverage this

information to better understand who is served, their specific needs, and how it can better communicate with them. Taste of Asia has expand its outlet in Shopping Mall such Jumbo Phoenix Cascavelle Shopping Village Bagatelle London Plaza Vacoas

Customers
Taste of Asia typical customers are Mauritian who are in occupations ranging from white collar office jobs to blue collar construction jobs and tourists. The targeted customers are those visiting shopping mall food courts either for dinner, lunch, entertainment or business meeting. These customers are living fast-paced lives in which they leave to balance the heavy demands of work and life. As a result of this, lunch and dinner occasions are becoming shorter and the thing that has the greatest impact on their choice of food and drink purposes is convenience. The food industry market is an emerging and growing platform with growing competitions. services. Meeting customer needs and wants needs to be more focus, rapid and precise in terms of quality food &

Competitors
Taste of Asia outlets operates in an environment face to face with major competitors such as KFC, Mc Donald, and Debonnairs and other emerging brand. They have a distinct competitive advantage compared to Tastes of Asia in terms of on online social media marketing such as on face book and they offer personalized services and marketing through their websites. For e.g. KFC has already 26635 online fans and is at the top list in the mind of customers with its offline marketing through the traditional method.

Internal Analysis SWOT Analysis

The following SWOT analysis captures the key strengths and weaknesses within the company, and describes the opportunities and threats facing Taste of Asia.
Strengths

Strong relationships with vendors that offer high-quality ingredients and fast/frequent delivery schedules.

Excellent staff who are highly trained and very customer attentive. Great retail space that is bright, hip, clean, and located in an upscale mall High customer loyalty among repeat customers. High-quality food offerings that exceed competitors offerings in quality, presentation, and price.

Weaknesses

Taste of Asias name lacks brand equity. A limited marketing budget to develop brand awareness. They struggle to continually appear to be cutting edge. Low customer database. Sloppy Online Customer Care Poor online presence

Opportunities

Growing market with a significant percentage of the target market still not aware that Taste of Asia exists.

Increasing sales opportunities in take out business. The ability to spread overhead over multiple revenue centres. Taste of Asia will be able to spread the management overhead costs among the multiple stores, decreasing the fixed costs per store

Threats

Emerging Technologies

Competition from local restaurants that respond to Taste of Asias superior offerings.

A slump in the economy reducing customer's disposable income spent on eating out.

High Competitive Environment

OBJECTIVES
While the situation analysis explains where Taste of Asia is now, objectives focus on where it is going & where it want to be. Taste of Asia Corporate vision is to be:

Position as No .1 in the Chinese fast Food Industry-Customer To Open an outlet each 2 yrs throughout the Island. In order to attain its vision, Taste of Asia focus on :

Maintain Standard & Quality Services Health & Safety Food Value for Money Reasons why Taste of Asia should adopt and e-marketing objective is to :

Sell- Grow Sales through distribution of wider product to customers or at better prices. Server Add Value by giving extra benefits such as online services Speak Get closer to customers by tracking them, asking them questins, conducting online interviews, creating dialogue and learning them. Save Save Costs : of service, sales transactions, print and post by enhancing online services. Sizzle Extend the brand name online. Reinforce brand values in a totally new medium by creating brand awareness and recognition.

Survey Research
After analyzing the internal and external environment of Taste of Asia, a market research was conducted to know the potential of the outlet in the market. The Market research objective is: Assess the brand of Taste of Asia in the Market.

Research Objectives Despite presence of Taste of Asia in common places visited by customers mostly every day, Taste of Asia outlets offering Asian & European fast food. Based on the defined problem the research objectives are as follows: a) To find out what peoples perception of the Taste of Asia brand is currently. Sampling Process Taste of Asia target Market are mainly Mauritian. A representative sample of has been identify for this survey based on a population size of... Online calculators have been used to calculate the sample size.

7 Selection of respondent The research focuses on fast good industry image and in particular Taste of Asia. The target respondent for this survey are those visiting fast food restaurant . These respondents are very meaningful for our research as they already know the taste of fast food and could easily judge the awareness and the image of Taste of Asia. Methodology The market research process for this survey includes both Quantitative & Qualitative research. Both primary and secondary data have been used in the survey. Secondary research was carried out before primary research. Secondary Research Secondary data used for this survey are Taste of Asia internal data. Primary Research The research will be based on Primary research where data will be collected based on questionnaires & interviews.

Questionnaire Design The survey questionnaire has been designed by keeping the objectives of the survey in mind. The questionnaire was divided into several sub-sections, which consists mainly of closed ended, Likert scale and ordinal questions. Pilot Testing
A pilot survey was carried out to test the validity of the questionnaire, the suitability of the data collection method and adequacies of the questionnaire in terms of ease of handling, clarity of definition and adequacy of questions themselves. The Pre-testing was done before the questionnaires were finalized.

Data Analysis Techniques Data collected during the survey were processed, analyzed and interpreted through SPSS 16.0. It was also used to illustrate the findings through bar charts, column charts, pie charts and other useful resources. Time Frame The survey will be conducted within two weeks time period. DATA ANALYSIS

Limitations

E- Marketing Strategy Taste of Asia key elements of digital strategy involve revisiting and aligning the main trust of the marketing strategy in an on line context to achieve the objectives. It focus on what we are going to do in the e world. Taste of Asia Outlets are located in different region and is mostly visited by customers who lives in that region. Therefore Taste of Asia on-line customers vary in terms of geographic factors and have different demographic characteristics, needs and behaviors. It follows that different approached to segmentation is required and specific segments need to be selectively targeted through specific content and messaging whether on-line & off-line. Micro- targeting will help Taste of Asia to segment customers intelligently in order to offer more targeted and personalized services. Positioning is vital for Taste of Asia as it aims at opening an outlet each 2 years through the Island. As a strategic decision Taste of Asia need to reinforce its core position to be in the mind of Customers. In addition, it need to develop an On line Value Proposition which is closely related to brand positioning and which would communicated on the outlet: Who are they, What they offer, which Market they Serve and what makes them different.

Marketing Mix Taste of Asia should focus on its marketing Mix to be able to differentiate itself from its competitors and in customers mind. Product Price Promotion Place Partnering

Online Presence To be able to develop an E-Marketing Strategy, an online presence is vital for Taste of Asia. However, despite its presence on Social Platform such as Face book, it has morally a poor presence. A proposed solution for Taste of Asia to enhance its online presence is by developing TASTE OF ASIA Website. Website Design

Content Management Strategy Content marketing is a way of publishing content that empowers, engages, educates and connects a target audience, delivering a return on investment and enhancing an organizations brand. . To build powerful, marketing optimized website that generates traffic, links and leads, it is necessary for Taste of Asia to have quality content. Advantage of Marketing Content to Taste of Asia is that it will: Strengthen Taste of Asia Credibility Works with the core site to improve its rankings Reach more customers.

Brand Strategy Digital Channel Acquisition Communication strategy -Search Engine Marketing Social Media and Online Marketing Affiliate Marketing Advertising Tactics, Action Control