With regard to the Ansoff Matrix analysis, Heinze, Fletcher, Rashid and Cruz (2016) observe that this framework is used to help businesses identify both new and existing market and product opportunities, thus helping the business in question identify the potential direction that is can follow strategically. The key elements that are considered under Ansoff matrix analysis include market penetration decision, product development decision, market development decision and diversification decision. Therefore, based on the BCG analysis, which identified growing competition as a major threat to Mother Chu’s Vegetarian Kitchen, there is a need for this restaurant to diversify further its customer base. In this regard, despite experiencing a change in the composition of its customers, this restaurant still remains more attractive to customers of Asian origin as compared to customers from other backgrounds such as the Australians, customers of Africa and European origin. This can be achieved through creating new products that targets these customers. Similarly, the restaurant needs to begin utilising social media and ecommerce channels to enhance its market penetration. This should be complemented by opening new branches not only in Sydney but also in cities such as Melbourne and Brisbane.
关于Ansoff矩阵分析，Heinze、Fletcher、Rashid和Cruz（2016年）观察到，该框架用于帮助企业识别新的和现有的市场和产品机会，从而帮助相关企业识别其可以在战略上遵循的潜在方向。Ansoff矩阵分析中考虑的关键因素包括市场渗透决策、产品开发决策、市场开发决策和多元化决策。因此，根据波士顿咨询公司（BCG）的分析，竞争日益激烈是楚妈妈素食厨房的主要威胁，这家餐厅有必要进一步扩大其客户群。在这方面，尽管该餐厅的顾客构成发生了变化，但与来自澳大利亚、非洲和欧洲等其他背景的顾客相比，该餐厅仍然对亚洲顾客更具吸引力。这可以通过创建针对这些客户的新产品来实现。同样，该餐厅需要开始利用社交媒体和电子商务渠道来提高其市场渗透力。除此之外，还应在悉尼以及墨尔本和布里斯班等城市开设新的分支机构。
Marketing Objectives 营销目标
The success of a business in its marketing activities depends heavily on its ability to identify specific marketing objectives. As Simmons and Becker-Olsen (2006) observe, these objectives need to align with other aspects of the business such as its strategies as well as its strengths. Speaking from this perspective, Mother Chu’s Vegetarian Kitchen intends to address the following marketing objectives:
企业营销活动的成功在很大程度上取决于其确定特定营销目标的能力。正如Simmons和Becker Olsen（2006）所观察到的，这些目标需要与业务的其他方面保持一致，例如其战略和优势。从这个角度来看，朱妈妈的素食厨房计划实现以下营销目标：
Objective 1: Increase sales through taking advantage of technology marketing and sales platforms in this case social media and ecommerce website.
目标1：通过利用技术营销和销售平台（本例中为社交媒体和电子商务网站）增加销售额。
Objective 2: Enter into new markets in other cities in Australia through establishment of new branches. This will involve successful launching its operations in these cities with an aim to expand its market share across Australia.
目标2：通过建立新的分支机构，进入澳大利亚其他城市的新市场。这将包括在这些城市成功开展业务，以扩大其在澳大利亚的市场份额。
Objective 3: Strengthen its brand identity on the market in order to effectively compete with larger brands such as Taco Bell and McDonald’s, which have significantly diversified their meals in order to attract vegetarian consumers.
目标3：加强其在市场上的品牌形象，以便有效地与较大的品牌竞争，如塔可钟和麦当劳，这些品牌为了吸引素食消费者，显著地使其膳食多样化。
Objective 4: Target new segment of consumers on the market, thus reducing the restaurant’s reliance on vegetarian consumers alone. In this case, the objective of the restaurant is to target consumers who are interested in health foods as part of their diet.
目标4：瞄准市场上的新消费者群体，从而减少餐厅对素食消费者的依赖。在这种情况下，餐厅的目标是将对健康食品感兴趣的消费者作为其饮食的一部分。