Modern Marketing Strategy Development: Example of Restaurant "I love... La Panorama"

Scholars elaborate that the integration process of online and offline marketing channels to company’s digital marketing strategy in context of SMEs is a competitive advantage, however, they are limited by resources needed for adaptation process. The aim of the study is to develop a modern marketing strategy for the restaurant “I love… La panorama” in Saint-Petersburg, Russia. Therefore, the results of literature review on the topic of digital marketing and existing communication channels have revealed that there is a lack of analysing influence of specific marketing channels with certain steps of customer decision-making process in SMEs in restaurant context in Russia. The concept of the development of digital marketing strategy has been used as a research programme, so, such analyses as analysis of the company, market analysis, PESTLE-analysis, SWOT-analysis, rival’s analysis, customer’s analysis have been implemented. The study finds that experimental marketing mix framework is more applicable in analysing patterns in terms of digital transformation strategy; pre-sale stage is positively related to such sources as Instagram, Telegram, Yandex and Google, including maps, viral marketing, and word-of-mouth; purchasing stage is linked to pre-sale step, such marketing communication channels as social media, search engines are vital during customer’s interaction with restaurant; after-purchasing stage has been distinguished by outside-in marketing framework and positively related to social media. Therefore, customer journey map on the example of restaurant has been designed and the general strategy with specified actions in short-term and long-term directions have been developed and accepted by the restaurant. This can lead to new studies in the field and emphasize the potential of researching digital marketing strategy in restaurant context.