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Global Marketing
MAR004-3
Assessment 1 – Individual Case Study Analysis
Individual Coursework – 30% of your final grade
Case Study
Ellen’s Stardust Diner
www.ellensstardustdiner.com
Ellen’s Stardust Diner is a retro 1950s theme restaurant located at 1650 Broadway on the southeast corner of 51st Street in New York City. The Diner is regarded as one of the best theme restaurants in New York owing to its singing waiting staff.
The diner also contains retro-themed memorabilia such as photos of many past Miss Subways on the walls, an indoor train, a 1956 Predicta television and a “drive-in theatre” screen that showcases performances of the 1950s and is popular among children and adults.
Photo 1. Stardust Diner in New York City.
Photo 2. An aspiring Broadway singer performing at the Diner.
This themey theater-district diner serves up iconic nourishment, from classic
American meat loaf and old-fashioned chicken pot pie to the rich, creamy shakes.
The diner offers catering services and could be booked for group parties such as
weddings, Christmas parties or birthday parties. The restaurant is open 7 days a
week.
Ellen’s Stardust Diner was opened in 1987 after Ellen’s Cafe was closed down. It
was the first 1950s theme restaurant in New York and had waitresses in poodle
skirts. In the late 1990s, a sister restaurant operated near Times Square under the name Stardust Dine-O-Mat.
Ellen’s Stardust Diner was the site in the movie New Year’s Eve where Sarah
Jessica Parker’s character and her 15-year-old daughter’s friends stopped for a bite
after the ball dropped. It was also featured in American Idol when a former employee,
Devyn Rush became a contestant on the show. Reports subsequently followed
regarding Devyn’s employment status at Ellen’s Stardust Diner. Ellen’s Diner was
also featured on a Today Show episode.
Several alums of Ellen’s Stardust Diner singing waiting staff have gone on to have
successful careers on Broadway theatre and American Idol. Many current staffers
have received critical acclaim with original musicals at NY Musical Theatre Festival.
Brandon Ellis, Stephen Tyler Davis, Kevin Ray and Alysha Umphress (Shirley) are
some of successful singers who had started their careers as singing wait-staffers at
Ellen’s Stardust Diner. Ellen’s Stardust Diner is considered a breeding ground for
singers. Former Ellen’s staff members have been known to star in almost every Broadway and major off-Broadway musical such as Avenue Q, Jersey Boys, The Lion King, South Pacific, In The Heights, Wicked.
Sources: www.ellensstardust.com; www.wikipedia.com; www.newyorktimes.com, www.newsday.com,
Submission deadline: January 17, 2014
Submission format: Word document, BREO submission ONLY
Word count: 2,500 words excluding tables, figures and references.
Important: Please read Chapter Six of the unit textbook (Global Marketing Management by Kiefer Lee & Steve Carter, Oxford University Press, 2012) before you start working on this coursework.
Coursework task:
Your task is to decide if London West End is the right market for Ellen’s Stardust Diner to enter by establishing a diner there. In order to do so, you need to undertake an analysis of this potential market (London West End).
Drawing on appropriate sources of information, the analysis should include company analysis and should consider relevant macro (Figure 1) and micro-environmental (Figure 2) factors that could impact on the company in the new market. This section should feature a comprehensive view of what is happening in the potential market (London West End) for the type of services you are offering.
Your analysis needs to be presented in a report format, structure of which is to be determined by you.
Figure 1: Company macroenvironment includes: demographic forces, economic forces, natural forces, technological forces, political forces, cultural forces.
Figure 2: Company microenvironment includes: the company (this includes its products and services); suppliers, marketing intermediaries, customers, competitors, publics.
Learning outcomes assessed by coursework:
1. Understand, analyse and interpret marketing/business data to address marketing problems/opportunities and communicate solutions through sound marketing reports.
2. Demonstrate an awareness of wider macroenvironmental issues.
Global marketing assignment
Individual case study analysis
• 2500 words case study analysis
• Company analysis
• SWOT analysis
• PESTEL analysis
• Segmentation analysis
http://www.ellensstardustdiner.com/
http://en.wikipedia.org/wiki/Ellen%27s_Stardust_Diner
Word count: 2,500 words excluding tables, figures and references.
Coursework task:
Your task is to decide if London West End is the right market for Ellen’s Stardust Diner to enter by establishing a diner there. In order to do so, you need to undertake an analysis of this potential market (London West End).
Drawing on appropriate sources of information, the analysis should include company analysis and should consider relevant macro (Figure 1) and micro-environmental (Figure 2) factors that could impact on the company in the new market. This section should feature a comprehensive view of what is happening in the potential market (London West End) for the type of services you are offering.
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