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Swot Analysis Of Il Mulino

1991 Words8 Pages

The purpose of this assignment is to analyze the business named “IL MULINO” according to the theories of Marketing Concepts and marketing Strategies. We will identify the common elements and the shortfalls according to these theories. We will examine the mix strategy of the company and we will propose a new one or how to improve the already exist. Finally we will analyze Advertising, Public Relations and Media Strategies. ANALYSIS “IL MULINO” is a restaurant located in the northern Greece. The name of the city is Asprovalta (mainly touristic place) and it is very near to Thessaloniki which is the second most populated city of Greece. The owner owns the restaurant for almost 10 years. The first 5 years he owned the 50% of the restaurant and the last 5 years he is the only owner. His restaurant started as franchise (totally 5 restaurants of the same brand) but the last 3 years all the other restaurants closed and now is a standalone business. The owner chose the specific area to startup his restaurant because he used to visit that city since he was a child and he knows it perfect. According to …show more content…

This is the reason that they work only 5 months per year from May to September. This means that in these 5 months they have to cover the expenses of the whole year. Additionally the weather is an enemy for this restaurant during summer season. The business has a limited space inside and a huge space outside. It has 5 tables inside and 35 outside. This means that days with bad weather (rain, heavy humidity etc) it cannot serve all the customers. The toughest months for the restaurant are from October to April because although it is closed the same time it has expenses. In that time the owner of this business try to make all the renovations, to enrich the menu with new dishes and also to practice how to make the existing on the menu dishes

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