Marketing Mix and Consumer Behavior Essay Example | Topics and Well Written Essays - 2500 words

Marketing Mix and Consumer Behavior - Essay Example Today the entire world is considered as markets by the marketers who are involved in global trade. Participating in the global trade has become a growing trend of today’s business scenario since global trade comes with the opportunities of competitive advantage and access to a wider market that provides the marketers, ample scope to grow and develop. Thus in this context, when a marketer wishes to grow and prosper then it’s necessary for him/her to consider the entire world as their consumer. This is true for products as well as services. The report at hand focuses on the marketing mix of a brand and the means through which the brand convinces and satisfies its customers. One such brand with a global presence is BiCE. BiCE is a group of restaurants with Italian origin that was started during 1926. Today the group has its presence in the places like North America, South America, Asia, Middle East, Europe and Africa (BiCE, 2013). The marketing mixes at each of these place s are different. Since it’s not possible to discuss BiCE’s marketing mix in the context of all the places, therefore the present report will be focusing on BiCE Abu Dhabi, UAE. However before discussing the marketing mix of the restaurant it is necessary to discuss the market condition of the place where the restaurant is operating presently. Marketing Mix Product- BiCE offers a complete Italian familiarity to its customers. Italian rock music is played by a group of musician in the lounge area so bring out the essence of Italy. The adjacent places of the restaurant remain well-decorated by terracotta idols and Etruscan bronze structures. The wide array of delicacies consist of a broad gamut of cuisines starting from appetizers like gamberi, zucchine e carciof, Fritto di calamari, Carpaccio like Carpaccio di aragosta con composta di mango piccanto e salsina al caviale, soup like Zuppa di orzo e gamberi, Risotto like ai funghi Porcini, salad like Insalata Cesare con cro stini all’aglio, pasta like Penne all’arrabbiata, Main Course like Filetto di tonno rosso, in crosta di sesamo con caponata Siciliana, and Side orders like Sauteed spinach- Sauteed mushrooms - Steamed vegetables, Grilled vegetables - Mash potato - Grilled asparagus - Grilled asparagus and Mixed salads. Along with offering superb Italian cuisines the restaurant also comes with accommodation facilities. But the lodging service is only accessible during the peak seasons of the year when maximum number of tourists visit the country for spending their holidays and shopping (Jumeirah, n.d.). BiCE mainly focuses on rendering a diverse array of food menus to meet the tastes and food demands of people pertaining to various nations pertaining to China, Thailand, Arabic, and other European countries like Germany and France. Similarly the restaurant also tends to meet the varying eating needs of other expatriate population coming from United Kingdom and United States to United Ara b Emirates. The cuisines are served in packages that come with separate sauces, salads and other non alcoholic beverage drinks and also of alcoholic drinks like wine and others. Moreover the restaurant also focuses on encouraging the people to enjoy their socializing activities through helping them savor on the food and drink products in an eat-out zone with adequate seats attached for gossiping. In addition the availability of a Wi-Fi facility further works toward meeting the requirements of the expatriate