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 a firm based in London, is preparing to open a new chain of theme restaurants in major tourist destinations such as Orlando, Las Vegas and the Bahamas

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 a firm based in London, is preparing to open a new chain of theme restaurants in major tourist destinations such as Orlando, Las Vegas and the Bahamas. They are based on a magical fantasy type theme (think Hogwarts). The restaurant is similar to other theme restaurants, such as Medieval Times or Capone's, found in Orlando and other tourist destinations and a features a themed menu and entertainment. Like other themed restaurants, the menu items, costumes and entertainment all conforms to the theme.
You have been hired as their new VP of marketing. Your budget is generous, but not unlimited so you will need to be careful about what you spend, and how. Your grand opening for the pilot restaurant in Orlando is about 90 days away, so you don't have a lot of time to plan.
You job is develop an entire marketing plan for the new launch. The CEO has asked that you be ready to present a preliminary plan to the board next week. He specifically asked that you address the three questions below. Good luck, the whole marketing strategy depends on your skill.
1. Market research
Part of the marketing plan for the restaurant is to conduct a market research project.
a) Why would the restaurant firm conduct market research? What is the starting point for marketing research (what do we do FIRST)? Think carefully about what you want to accomplish.
Briefly define primary and secondary research and describe the difference between the two, giving examples of typical types of each.
b) List and briefly describe two sources of secondary research data and two types of primary research that would be relevant to the restaurant launch. Be specific regarding WHY these fit the scenario. (6 points)
2. Segmentation
a) Describe the concept of segmentation and what benefit(s) they might get from having a segmentation plan (why does a firm segment its markets). Be sure you include a description of the three major types of segmentation methods.
b) Describe for the Board TWO segments that you believe are going to be the most important. Start by giving each a PERSONA NAME and then describe each in 3-4 sentences.
c) For each of the two, identify at least four (4) demographic and four (4) demographic and psychographic traits help define the segment.
3. Marketing communications
The CEO wants you to develop an IMC plan for their launch. You know there are several types of Integrated Marketing Communications, however the board members may not be familiar with them.
a) List and briefly describe or define FOUR major types that make up the Promotional Mix.
b) Select two types of IMC and provide a specific example of an Action Item that applies to the launch of the restaurant, including why you selected this action item over the many other options available to the board. Be sure to consider target audiences. Provide enough detail so that the board understands what you want to do.