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Marketing Research- Organissimo

In: Business and Management

Submitted By 556644
Words 7769
Pages 32
UNIVERSITY OF SARAJEVO
SCHOOL OF ECONOMICS AND BUSINESS IN SARAJEVO

OPENING AN ORGANIC RESATURANT “ORGANISSIMO”
INTERNATIONAL PROJECT

Course: International Project
Mentor: prof. VesnaBabić - Hodović, PhD
Students: Fehim Šehić Index no: 71233
Marjem Čorbo Index no: 71238
MerimaHalilović Index no: 71222
Irma Imamović Index no: 71236
SabrudinaŠabanović Index no: 71093

Sarajevo, February 2015.

Table of Contents INTRODUCTION 3 1. Situational Analysis 4 1.1. Market Analysis 4 1.1.1. Macroeconomic analysis (PESTEL) 6 1.1.2. Microeconomic Analysis (Porter’s Five Forces) 9 1.1.3. Market Research 11 1.1.4. Analysis of Competitors 16 2. Company Analysis 18 2.1. History 18 2.2. Mission 19 2.3. Vision 19 2.4. Values 19 SWOT Analysis 20 2. Customer Analysis 23 3. Marketing Mix Analysis 24 3.1. Product 24 3.2. Price 25 3.3. Place 25 3.4. Promotion 26 3.5. Physical layout 26 3.6. People 27 3.7. Process 27 4. Marketing Communication Strategy 28 4.1. Communication strategy for chosen target groups 28 4.1.1. Advertising 28 4.1.2. Internet marketing 29 RECOMMENDATIONS 30 LIMITATIONS 31 CONCLUSION 32 LITERATURE 33 APPENDICES 34

Table of Figures Scheme I PESTEL Analysis 6 Scheme II: Porter’s Five Forces Model 9 Scheme III SWOT (Strengths, Weaknesses, Opportunities and Threats) 20 Scheme IV Communication Mix Tools 28
INTRODUCTION
Organissimo is the name for successful chains of restaurants that are operating successfully in city of Ljubljana, for over 7 years now. The driving force behind is the idea of offering a different, unique and special experience to our customers by preparing and serving organic food and beverage offers. What is actually meant by an organic restaurant? It is a place where people are welcomed to relaxing and enjoyable environment, where at the…...

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