Burma Lane Restaurant Problems and Solution Essay Burma lane restaurant is one of the best Asian restaurant with high-ceilinged decorated with art, photo and hanging birdcages. Burma lane located at Little Collins Street in Melbourne and specialized in modern Australian and Asian food with terrific taste. The aim of this essay is to solve Burma lane marketing problems byoffering best possible marketing strategy which will improve the turnover or profit of the restaurant. The first biggest marketing issue for this restaurant is not having enough exposure in local area in other words low physical visibility. The solution for this problem was inspired by McDonald’s achievements. Even though McDonald’s long time success may seem to be far-fetched for most of restaurant advertiser but it is important to note that billboard have played major role in Macdonald success (Business insider 2017). Billboard is considered to be traditional way of advertisement but yet very effective. Billboards are generally affordable marketing and advertising tool for restaurant owners (Fliphound 2017). The Arbitron study put forward that 40% of people who viewed a billboard ad have visited restaurant they saw, and almost 20% people went to restaurant after seeing the advertisement (Arbitron 2009). Furthermore, Mobile billboards are also considered as an effective tool for approaching customers. Researches articulate that the truck & trailer billboard publishing accomplishes up to 97% of holding rate, up to 68% of people make decisions for purchasing products which is quite higher percentage.So, in order to improve local exposurethe most attractive bill boards generally consider being landscape 6m X3m in size. The cost for design and development and installation is around $2500 (Billboard Advertising Services 2017). The target market for this strategy are the people aged between 25 to 65 working or living in CBD, student, professionals, tourist with Asian background and have salary of minimum $35,000 yearly. According to the ABS report we can estimatearound more than 20,000 people are currently living in CBD Melbourne (ABS 2015). Further, ABS report shows that about 30 percent of people are Chinese of total population and more than 9,000 people do their job in CBD regions. Based on the target market and population in CBD 10 % more people visit the restaurant on daily basis due to billboard advertisement. By doing the simple calculationand based on the average spending in this restaurant the turnover will increase up to $500 daily and $15,000 monthly. The second major marketing problem is lack of online visibility particularly social media. According to Forbes92% of marketers in 2014 claimed that social media marketing was important for their business, with 80% indicating their efforts increased visitor (Forbes 2017). The target customer for this service will be people aged between 20 to 55, Asian background, living 10 kilometers around the CBD and have a salary of minimum $30,000 yearly. The cost for social media advertisement is approximately $999 monthly (See Appendix A). This service will get 1000 Facebook likes, 500 twitter followers and 1500 YouTube views every month. Apart from social media advertisement there is strong opportunity for online food delivery websites for example zomato, uber eat, menulog and ezeefoodie. The membership of these website vary but generally take 10% commission on each order (Uber eat 2017). By combining the social media advertisement and food related website the expected number of order will increase up to 15 on daily basis and average cost of order around $50 to $70. So the total revenue increases up to $750 daily and $9,000 monthly. Last but not the least, measuring the return on investment (ROI) of all marketing activities is vital. Not only Burma lane measuring ROI remained the top marketing problem but it has been challenged for many other businessesover the years. Measuring the marketing strategy is very important way to understand how much each marketing campaign performing and their effectiveness on business. It was shocked to found that Burma lane does not have any sort of mechanics which calculate the marketing performance. The owner said ‘ROI for every single marketing activity is not easy specifically when there is no two way communication exist between marketing activities and sales report‘.However, Seth Godin (2017) summarize his finding on ROI and conclude that if ROI for marketing efforts is stronger than rivals, that’s a competitive advantage that business can exploit.Hence, it is instrument to measure the marketing performance. Nevertheless, to overcome this problem there has to be dedicated resource and time to create connection between sales and activities. In other words, using both marketing software for example hub spot and CRM software’s. The cost for this software $2400 per month (See appendix B). This software will tell us how many leads and customer are generated via which marketing activity. Similarly, Philip Kotler (2017) suggests that by implementing strong marketing measurement will increase the business revenue atleast by 10%. So, based on this percentage and the importance of ROI measurement Burma restaurant may increase daily customer by 10 with average cost of $50 and this strategy also help to reach targeted customer more effectively and effectively. The total revenue expected to be increase from this strategy daily $500 and monthly $6,000. In conclusion, by implementing given strategies including physical exposure, digital marketing and ROI measurement the total revenue will increase up to $350,000 yearly with annual cost of $60,000. Furthermore, the revenue is expected to go up at least by %20 in future years.   Arbiton 2017, Restaurant case study, Billboard advertisement, viewed 29 April 2017, Billboard Advertising 2017, cost for designing and development, The Smarter Choice 2017, viewed 3 May 2017, Business insider 2017, why McDonald's is so successful, 12 facts about McDonald's that will blow your mind, viewed 24 April 2017, < https://www.businessinsider.com.au/12-facts-about-mcdonalds-that-will-blow-your-mind-2015-4#lceD5idAupIqr1M2.99> Censes Data Australia 2017, Population in Melbourne CDB, Number of people from difference backgrounds live in Melbourne CBD, viewed 3 May 2017, . Fliphound 2017, Ready to Serve New Customers? Order Fliphound, Affordable advertisement for restaurant, viewed 27 April 2017 Godin, S 1999, Permission Marketing : Turning Strangers Into Friends, And Friends Into Customers, n.p.: New York : Simon & Schuster, Victoria University Library Catalogue, EBSCOhost, viewed 4 May 2017. Kotler, P, & Kotler, M 2013, Winning global market. How compnies invest and prosper in the world's of marketing and high-growth cities, Hoboken, New Jersey : John Wiley & Sons. Uber east 2017, Delivering food in Melbourne, Commission or cost to deleier the product, viewed 24 April 2017,   Appendix B Source: https://www.insightly.com/   Appendix A Source: http://www.socialmediabootcamp.net.au/