Strategic Planning for Digital Marketing CommunicationsSummative Essay

Strategic Planning for Digital Marketing CommunicationsSummative Assessment - Essay Example The global recession has heavily impacted the economy of the United Kingdom which led to the proportionate increase in the prices of the goods and commodities. Less availability of cash to the public had extremely slowed down its business flow resulting in stagnancy. Though the food and drinks industry did not come to a static point but it received a massive blow as the food and drinking habits found cheaper avenues and the major food joints were largely affected (Pesto,2013). 1a (ii) Business Challenges – Savy Consumers With the United Kingdom (UK) grappling under recession, unemployment and other related difficulties the consumers become excessively choosy in matters of expenses. United Kingdom (UK) has been languishing under unemployment for a very long time, and as a result there has been huge amount of change in their expense habits. They have been reduced to the basic requirement items, which saw a large drop of sale in the luxury items and other high value good and serv ices. The non-promising state of the recovery of the economy, poor economic policies of the government has also failed to assure the citizens of economic security and sustainability. As a result, the consumers concentrated more on saving than on spending. The minimal expenses made by the consumers were on the essential commodities and cheaper versions of luxury items that made them satisfied of using luxury items in exchange of lesser money. In such a situation it became significantly difficult for a business house to sell their items and make a considerable profit for sustaining themselves (Pesto,2013). Industry Challenges 1a (iii) Industry Challenges – Market Competition Zouk being one of the differentiated restaurants located in a popular hub is a symbol of class and luxury. Such a differentiated brand is an added advantage for the kind of life style led by the citizens of the United Kingdom until affected by the economic downturn. Since the world recession and unemploymen t for a longer time has affected the normal functioning of the United Kingdom, the food and beverages industry has also been noticeable affected. The consumer preference has shifted from high end luxury wining and dining experiences to the less costly food stalls. The cheaper food items pose great competition and a threat to the profit margin of the Zouk’s which is specializes in quality food and food experiences. 1a (iv) Industry Challenges – Consumer Perception Zouk has been established as a high ended, luxury restaurant that offers great cuisine experiences. In the face of long term unemployment and great economic recession has left people with low disposable incomes and great uncertainty that looms over their future. In such a scenario, such branded and luxury avenues remain a distant object that hardly anyone would like to visit. The consumer preference shifts to cheaper food and food joints. The same perception that earned Zouk the present status has adversely af fected its business in the time of this economic recession and a prolonged tenure of unemployment that has engulfed entire United Kingdom. In order to attract the consumers it has to offer the less costly products but it will give rise to different speculations regarding the quality of the offered menu. The customers would doubt the quality of the food in the menu because of its availability in lower prices. It has the possibility of adversely affecting the image of the restaurant and its brand