Marketing Case Study

In: Business and Management

Submitted By huyenleovoi
Words 1112
Pages 5
III. Identify the target market for your new restaurant.
Based on the analysis about the general environment of restaurant above, we decide to choose our target market is Student. To specify, those are Students in universities nearby, included students from National Economic University (NEU), Hanoi University of Science and Technology (HUST), National University of Civil Engineering (NUCE), Hanoi Open University, high school students studying in the big examination-training center that located on Ta Quang Buu Street.
There are some main reasons for our choice. First of all, in this particular area (near Ta Quang Buu street), there is a few good restaurants. The canteen of Hanoi University of Science and Technology seems to be the biggest competitor around here. According to our observation, because serving students is the most important objective, dishes in this canteen only focus on the price - not the quality, so their meals are cheap but not delicious at all. Besides, many “sidewalk restaurants” – small competitors of our future restaurant - have various types of foods; however, the quality and hygiene are bad along with not good decorations. That’s why they are not favorite choices of students.
The size of our restaurant is small and medium, so it’s easy to start because of the starting capital is not too much and the demanding is high. In addition, the canteen has no marketing strategy. Therefore, if we are more dynamic, we can make great stride and create our own standing in this marketplace.
Furthermore, to understand our target customers in the most specific way, we also made a survey using the questionnaire with 200 students from HUST and NUCE. Below we will show you the detailed questionnaire and its the result.
Chúng tớ cần có những câu trả lời chính xác nhất từ các bạn, sự giúp đỡ này thực sự rất quan trọng với chúng tớ. Xin chân thành cảm ơn!!!!…...

Similar Documents

Marketing Case Study 1

... the factors that influence a consumer to spend money and time at Ethel’s. The factors that influence a consumer to spend money and time at Ethel’s are the atmosphere of the lounge and quality of the chocolate. Underlying cultural, social, individual, and psychological factors strongly influence the decision process. These factors have an effect from the time a consumer perceives a stimulus through post purchase behavior. When speaking on the atmosphere of Ethel’s, Joan Steuer, president of Chocolate Marketing, claims that, for women, enjoying chocolate in a luxurious lounge is like taking a candle-lit bubble bath. She believes that much of the appeal is that the experience is testimony to the person’s upward mobility. It’s a perfect way to cater to the American desire to have the best that money can buy. The quality of the chocolate is an important factor because the chocolate is the reason why people come to the lounge. With a new line of chocolates created by world champion French pastry chef Patrice Caillot, is all hand-made using the company’s signature warm-blended process. Justify which factor you think will motivate a consumer the most. The limited decision making will motivate a consumer the most. This factor is a happy median between the routine responsive behavior and the extensive decision making factor. The limited decision making typically occurs when a consumer has previous product experience but is unfamiliar with the current brands available.......

Words: 667 - Pages: 3

Marketing Case Study

...III. Identify the target market for your new restaurant. Based on the analysis about the general environment of restaurant above, we decide to choose our target market is Student. To specify, those are Students in universities nearby, included students from National Economic University (NEU), Hanoi University of Science and Technology (HUST), National University of Civil Engineering (NUCE), Hanoi Open University, high school students studying in the big examination-training center that located on Ta Quang Buu Street. There are some main reasons for our choice. First of all, in this particular area (near Ta Quang Buu street), there is a few good restaurants. The canteen of Hanoi University of Science and Technology seems to be the biggest competitor around here. According to our observation, because serving students is the most important objective, dishes in this canteen only focus on the price - not the quality, so their meals are cheap but not delicious at all. Besides, many “sidewalk restaurants” – small competitors of our future restaurant - have various types of foods; however, the quality and hygiene are bad along with not good decorations. That’s why they are not favorite choices of students. The size of our restaurant is small and medium, so it’s easy to start because of the starting capital is not too much and the demanding is high. In addition, the canteen has no marketing strategy. Therefore, if we are more dynamic, we can make great stride and create our own...

Words: 1112 - Pages: 5

Case Study Marketing

...Marketing Case Study: Coke 1) The Coca-Cola company is being very strategic as to who it markets each of its products. For the most part, they do not overlap on who they market each product to; instead they are trying to create a brand that can be easily identifiable with one market. The first product primarily uses gender segmentation, Diet Coke is for the most part marketed to women who are trying to watch or lose weight. The next product, Coke Zero also uses gender segmentation as it is marketed towards the male population. Two products Coca-Cola produces is Diet Coke Plus and Coca-Cola Blak, each of these products uses psychographic segmentation. Instead of marketing to a gender they are marketing to lifestyles. Diet Coke Plus is marketed to those that are concerned about vitamins and nutrients, while Coca-Cola Blak is market to those that are more sophisticated. Finally, Full Throttle Blue Demon is an energy drink that uses gender and ethnic segmentation as its target market is Hispanic males. 2) Diet Coke, original Coca-Cola, and finally Diet Coke Plus are the products that are most likely to lose customers to Coke Zero. First, Coke Zero is going to take customers away from Diet Coke because it is more appealing to male consumers. Additionally, Original Coke will lose customers that are interested in a zero calorie drink but did not want to sacrifice taste. Finally, Diet Coke Plus will also lose customers to Coke Zero because of the original-like taste it...

Words: 418 - Pages: 2

Marketing Study Case : Diesel

...Study case : Diesel “Live, breathe and wear passion” 1 : Explain which of the promotional strategies used by
Diesel are above- or below-the-line. Analyse the impact
that each approach might have ? There are two different types of promotional strategies. One is above the line and the other one is below the line. Above the line is using the media like television, radio to promote your product to a mass audience. Below the line is looking to reach a customer not a whole bunch of people, an example of a below the line is using catalogues, direct mail. An above the line strategy used by diesel is through commercials and billboards. The Television ad of diesel has probably the biggest impact to their company because everyone watches television. When people see their advertisement they will think about the product and if they like it they might go to a Diesel store and buy their products. Another above the line strategy that Diesel uses is music. They now have their own radio station and they sign bands that are unknown and give them a chance to be heard by people. This can help Diesel to promote their company because when the unsigned band becomes famous Diesel will sponsor them when they go to tours and concerts. People who like the band will copy what their wearing and therefore diesel will be able to sell. A below the line strategy that Diesel uses is they have special offers. Customer’s loves special offers, so when they see that Diesel has a special offer...

Words: 827 - Pages: 4

Marketing Case Study

... take global marketing decisions and manage processes involved in developing global markets, product or brand introduction The ability to structure and report innovative concepts and ideas effectively verbally, visually and in writing The ability to appreciate alternative viewpoints The ability to conduct team work and work independently as well 4. Daily Outline Workflow Day 1 Content Laying the Foundations - Overview - Marketing Principles - Segmentation, Positioning Case Study – H&M Marketing Mix (1) - Developing New Products - Innovation - Managing Products/Life Cycles - Promotional Activities Case Study – Budweiser Marketing Mix (2) - Pricing Strategy - Global Challenges Case Study – Hansen Bathrooms International Marketing - Process of Globalization - International Business Strategies - Managing Across Borders - Standardization or Differentiation? Case Study – The Global Brand Face-Off Written Exam Day 2 Day 3 Day 4 Day 5 5. Pedagogy – Learning Process This class will be a blend of lectures and syndicate exercises. Both group and individual work will be expected. The final grade will be based on a written exam on the theory discussed in class as well participation in class and a transfer paper. Students will be expected to read the textbook or other assigned reading outside of and before each class. 6. Educational Resources a. Textbook Johansson, J. (2008). Global Marketing. McGraw-Hill. b. References Albaum, G., J...

Words: 996 - Pages: 4

Marketing Case Study

...Marketing Case Studies Innovative and creative marketing is more important than even in a shaky economic climate. Here's some of the best strategies we've found for quickly moving your brand from intriguing concept to household name. Brand Marketing: Guinness How do you refresh a 243-year-old brand? By brewing a modern experience that combines the power of history with the allure of contemporary design. Guinness Storehouse, in Dublin, reimagines how a brand can perform for customers, employees, and the community. Scott Kirsner Are Brands out of Hand? A new kind of brand proletariat is on the loose, courtesy of Harvey Alpert, the man behind Brand in Your Hand. Jack Hitt Battle of the Brands John Hancock`s outspoken CEO names names and points fingers at some high-profile brand offenders in his new book. He also offers some good advice on not screwing up your own company`s brand. Jennifer Reingold Don`t Shout, Listen At Procter & Gamble, branding is almost everything. And in the age of the Web, almost everything is up for grabs. Here`s how P& G has turned the Internet into a device for listening to customers -- and for experimenting with its brands. Fara Warner Who`s Fast Hall of Fame: Brand Builders Brand builders forging product identities that endure and entice. Fast Company Cleaning Up Brand Clutter With 35 varieties of bagels, 66 subbrands of GM cars, and more than 13,000 mutual funds, American consumers are suffering a severe case of brand overload...

Words: 420 - Pages: 2

Retail Marketing Case Study

...James Borda Retail Marketing 10/5/12 Case 10 Case Study 1. Over the last decade, American Eagle and Abercrombie and Fitch have been two of the main clothing retailers competing for the affection of young adult shoppers, specifically within the teen-college age range of 18-22 years. While both companies carry a similar assortment of clothing apparel and try to cater to the same demographic, each company’s retail strategy does differ in various ways. A retail strategy is defined as the way in which a firm plans to focus its resources to accomplish its objectives. Being that both companies have the same target market and nature of merchandise, they both attempt to look for ways to gain a competitive advantage through their retail strategies. One main difference in their strategies is that American Eagle attempts to gain an advantage by selling their products at lower prices. By offering apparel that is equivalent to that of Abercrombie and selling it at a cheaper price they are able to attract the consumer who is looking to save money. On the other hand, Abercrombie keeps their prices a little bit higher to give off the appearance of higher quality in hopes to attract the consumer who looks to buy name brand, higher end clothing. Moreover, though it is incredibly important to gain a competitive advantage over other retailers in your market, it is even more crucial to sustain that advantage. Abercrombie has positioned itself strictly within the market of 18-22 year olds...

Words: 1230 - Pages: 5

Case Study Marketing

...Case study A New Spin on Cycling: What is the Market Value of a Name? Cycling presents a great number of advantages over other forms of transportation. The advantages of cycling include, for: Society, inexpensive infrastructure requirements and environmental sustainability, and Individuals, benefit from cycling as a healthy exercise as well as an inexpensive mode of transport that, in some urban areas, can be faster than other transport modes (e.g. it often allows cyclists to avoid traffic jams and other obstructions). St. Kilda Bikes is a small to medium sized enterprise (SME) situated in the CBD of Melbourne, Victoria, Australia. The firms specialises in distributing the worldrenowned Spanish brand “Orbea” bikes and their own design bike models, which are manufactured in China under the firm’s brand-name and sold in the Asia Pacific region. During 2008-11, the firm doubled its sales, even though the global financial crisis had dramatically eroded consumer purchasing power. Vincent Hong, the 25 year old owner of the business, learned from reading a popular magazine (Business Review Weekly) that much of the firm’s recent success may be attributable to cycling becoming a trendy and popular sport in Australia. Browsing the Internet, he decided to briefly cross-check the article with the Retail Cycle Traders Australia Website (RCTA, 2008), from which he found that the trend has continued for at least a decade and that: “Bicycle sales in Australia averaged 795,000 per year for...

Words: 2706 - Pages: 11

Marketing Case Study

...Case Study The information in the Case Study is used each week when writing the individual sections of the Marketing Communications Plan. One of your neighbors has just inherited a restaurant in a small town about 75 miles away. They’ve never owned or operated a business before, and know very little about marketing or the restaurant business. They now have a Marketing Plan, but need help with the Marketing Communications Plan. General Restaurant Information Provided by Your Neighbors: 1. They want to keep the “family’s” restaurant as a legacy to their family members who left it to them. However, they will need to make money immediately in order to replace the income they lost when they quit their jobs to run the restaurant. 2. The restaurant has been losing sales/profits over the past few years.  Family members have had some health issues (and have since passed away) and have not had the time to manage the restaurant effectively.  For the past few months, the Chef and some of the servers have been keeping the restaurant open. 3. The restaurant has a good reputation in the small community.  The town has a population of 6,000 people.  It is in a good location (right off an interstate) and does additional sales catering to local businesses in the area.  Over-the-road semi-drivers say it is the best cup of coffee in town and town’s people know that you can always find the local sheriff and highway patrol officers eating there.  People are allowed to smoke at...

Words: 796 - Pages: 4

International Marketing Case Study

...DECEMBER 2014 INTERNATIONAL MARKETING STRATEGY – PRE-ISSUED CASE STUDY & GUIDELINES Important notes for candidates regarding the pre-prepared case study The case study is designed to assess knowledge and understanding of the International Marketing Strategy syllabus in the context of the relevant case study. The examiners will be marking candidates’ scripts on the basis of the questions set. Candidates are advised to pay particular attention to the mark allocation on the examination paper and to plan their time accordingly. Candidates should acquaint themselves thoroughly with the case study and be prepared to follow closely the instructions given to them on the examination day. Candidates are advised not to waste valuable time collecting unnecessary data. The cases are based upon real-life situations and all the information about the chosen organisation is contained within the case study. As the case represents a real-life situation, anomalies may be found in the information you have before you. Therefore, please state any assumptions you make that are reasonable when answering the questions. Remember, you are going to be tested on your overall understanding of the case issues and your ability to answer the questions that are set in the examination. In order to prepare for the examination, candidates will need to carry out a detailed analysis of the case material ahead of the examination. Candidates will have sufficient time during the examination to answer all the...

Words: 2501 - Pages: 11

Marketing Case Study

...Aleksandra Gavazova BUS-201-004 Case Study #1: Besitti’s Restaurant 22-September-2015 To begin with, Rosa already had another restaurant that was, and it is, probably still doing well under the control of her brother, so she has a profound understanding of how restaurants work as well as years of experience. Franchise chains are a good option for people who are completely new in the field, because the franchise company gives them all the training they need, a ready strategy that they only need to follow, and an established clientele of the brand who are familiar with the products and quality of the company. It looks like Rosa really knows what she is doing and understands the restaurant business in its foundations, because she is going step by step through the three main Marketing Management Processes. First, she made her planning in details and made a really good choice with the location (place), which is one of so called “Four Ps” of Variables in the Marketing Mix. After that, Rosa went to the second marketing management process—the implementation of her strategy, which she did successfully, because even at the beginning when she opened her restaurant, it wasn’t working on loss. The restaurant was always at least covering its costs for maintainance, which for a newly open place is a big achievement. Rosa shouldn’t be so scared from the franchise chains around her and neither from the pizza that it may come in the same shopping center, because she has a unique...

Words: 485 - Pages: 2

Marketing Case Study

...Cassie Smith International Marketing Case Study 3: Microwave Ovens Microwave ovens were first introduced in the commercial market in 1952 and has been gaining popularity ever since, growing to become a standard kitchen appliance in most households. However, the potential growth may have been on a standstill in the market of South-East Asia. Microwaves aren’t the first-option to cook with in India compared to European countries or the United States. The Indian culture prefers to cook in the kitchen using fresh ingredients, herbs, and spices rather than use a conventional microwave as compared to the Western culture. Some people of the culture tends to think that the dishes will taste different if it was cooked in the microwave versus the stove/oven. Microwaves are beginning to become an emerging trend in some small towns in India. So much so that the microwave oven is beginning to replace the demand for a 2nd television or bigger television. Marketers have the challenging task of convincing the Indian consumer that microwaves are suited to not just reheat but to also cook Indian food. The target customers are middle class people living in either an urban or suburban area. They would be college graduated or higher, age 22-40 years old, with an income of over Rs 30,000. The targeted lifestyle would be for modern cooking, or a hurry-up lifestyle, or a growing family that likes to spend time together. The product should have features that would increase the likeliness of...

Words: 697 - Pages: 3

Marketing Mix Case Study

...Marketing mix-the case of Aesop Serial number MEB1499 Student ID 26779595 Class PMD Table of contents Executive Summary 3 1.0 Background 4 2.0 Marketing Mix 4 2.1 Marketing mix theory 4 3.0 Aesop-a case study 5 3.1 Product in marketing mix 5 3.2 Price in marketing mix 6 3.3 Strengths and weaknesses in marketing mix 7 4.0 Conclusion and recommendations 8 Reference list 9 Executive Summary The purpose of this report is to evaluate how marketing mix elements are used in Aesop’s promotional strategy; how effective Aesop has been in the promotional strategy; and it provides some necessary recommendations. In this report, two marketing mix elements product and price are analyzed. By analyzing Aesop’s strategies of product and price, it is easy to identify the strengths and weaknesses of the company. The findings indicate that Aesop has made great progress in high-quality products and product orientation. What is more, price policy which based on the cost of production is reasonable. However, the capacity of the market still needs further expansion. This report gives some advice on expanding the market, and it will ensure that Aesop develops better in the future. 1.0 Background Aesop was founded by Dennis Paphitis in 1987 in Melbourne. The name originates from Aesop’s Fables. It is an organic herbal cosmetics company. Aesop devotes itself to natural skin care, body care and hair care, and it aims at providing the finest...

Words: 1624 - Pages: 7

Marketing Case Study Sweetwater

... customer requirements. Platter could use techniques like Prototyping to the test the market in the product and gain consumer feedback subsequently improving the product. A user experience prototype can be tested in the target market. Since Platter knows that he would be selling the product somewhere from $40 to $50, creating a prototype would allow the customers visually see the product. After getting the necessary feedback, Platter can go on to manufacture the equipment. Further, using Kano Model, Platter can make sure that the product has must be and one dimensional requirements to gain competitive advantage over its competitors. Appendix 1 shows the products and their ratings based on the must be and one dimensional requirements. Recommendation: After analyzing we can conclude that many requirements are yet to be satisfied, Platter has a good opportunity to solve these needs to stand out from their competition. The 2 competitors in the market are not solving the must be and one dimensional requirements. Must- be requirements are the basic requirements of the products. If these requirements are not met, it can result in customer dissatisfaction. One dimensional requirements are those requirements which are clearly demanded by the customer and these requirements are directly proportional to customer satisfaction. Further by keeping a consistent price, Platter would be able to avoid to the device's price-to-value ratio. Using co joint analysis, importance of a product......

Words: 1037 - Pages: 5

Barco Marketing Case Study

...CASE STUDY: BARCO PROJECTIONS SYSTEMS THE ISSUE Barco Projection Systems (BPS/Barco), a strong player in the Projection Systems business and the market leader in graphic projectors, were taken by surprise by competitor Sony’s offering of a superior graphics projector likely to be launched at a lower price. Barco needs to counter the new model by launching new and superior models quickly and re-pricing existing models. Team A’s rationale takes shape over the following pages. THE MAIN PLAYERS * Barco Projector Systems * Sony 5’ C’s ANALYSIS: Customers / Context / Company / Collaborators and Complementers / Competitors ANALYZING CUSTOMERS Customer for projection systems ranged across industry. Projection systems were used in training rooms and boards, in entertainment centres, in the gaming industry, and in airplanes and flight simulation rooms. Customers were sourced from a wide cross-section of industries. So the customer pool was huge, but also demanding. The products needed to keep up with constant improvements in computer and video technology. Customers typically bought a new projector every 5 years, and purchased more performance than needed because of the ever increasing computer scan rates. Focus needed to be on delighting customers and providing good after sales support because the repeat customers were important – for replacements every 5 years but more importantly as these customers expanded...

Words: 4918 - Pages: 20