COVID 19 has significantly impacted the food retail industry. Some businesses have been able to adapt their strategy by focusing on the takeaway or contactless business, however for others, it has not been a possible option. In the CBD, with office workers working from home, many businesses are struggling to survive.

While working in the city (Melbourne CBD) Andy went to Alli Pizza to buy lunch. However, due to the current COVID 19 situation, he prefers to take his meal as a takeaway meal. He had to wait in the queue for a long time to get his takeaway order. Although Alli Pizza had an app that Andy could use to order through or get it delivered to his office via Uber Eats, Andy thought to visit the store physically and order his takeaway pizza.

When he went to the store, he saw the employees dressed in their uniform and acting in a very professional manner. He ordered a meal with Pepsi as a drink. Since he had to wait in the queue for a long time, he was irritated when he finally got his order. Moreover, the staff made a mistake and gave him someone elses order. He was extremely angry and went back to the store to complain. The manager came and apologised to Andy and explained that his team member made a mistake as the team member very recently started working at Alli Pizza. The manager even gave Andy a voucher for a free meal.

Answer both parts of the question

a. Explain the four expanded marketing mix for Alli Pizza.

(10 marks, approximately 250-300 words)

b. Recommend two (2) strategies that Alli Pizza can implement to improve any of its four expanded marketing mix.

(5 marks, approximately 150-200 words)