EXECUTIVE SUMMARY A pizza and pasta restaurant in Oxford would thrive because of the lifestyle that the people in the city live and their expenditure patterns, which show preference for flashy foods like pizza. The report is about a company that wants to set up a pizza and pasta restaurant in Oxford. The report evaluates the nature of business in oxford and the purchasing trends among the residents in the area. The report also evaluates the realistic nature of pizza and pasta restaurant in Oxford in terms of the profitability and the market catch for a new business. The data aims at permitting informed decision making by the company on whether to invest in the pizza and pasta restaurant in Oxford. The information also aims at sensitizing the …show more content…
Besides, presence of many tourists makes this tradition even more popular (Endsley and Garland, 2000). 1.1.5 Organizational Objectives At the present time, the main organizational goal of Pasta Project is to form the awareness of the restaurant and to attract customers. The main problem is how to position the restaurant in the highly competitive environment. 1.1.6 Marketing Strategy Marketing strategy should target families, small groups of people (friends), and tourists. Pasta Project should emphasize differentiation strategy aimed at sustainable service and production based on the idea of offering organic food. (Afuah, A., 2009). 1.1.7 Promotional Strategy Early birds are offered a 10% discount. An additional 5% discount is offered for each referral. The main emphasis is made on on-line promotion, Facebook and Twitter advertising, and the word-of-mouth (Campbell, Edgar and Stonehouse, 2011). 1.1.8 Competitors The competition in the restaurant industry is high: there more than 478 restaurants offering pizza and pasta in Oxford. The main competitors are Mamma Mia and Pizza Hut. 1.1.9 …show more content…
Cozy and relaxing atmosphere helps the customers feel free of their daily routing and overcome stress (Kotler and Keller, 2008). Recommendations The researchers recommend the following: • Invest in the pizza and pasta restaurant in Oxford, as it proves highly profitable. • Employ many people in order to serve the customers up to odd hours and even weekends. • Serve the pizzas and sell other quick foods like fried beef, chicken, fries, and drinks. • Locate the business in the Oxford’s central business district to attract more customers. • Engage in community and fun events to popularize the business. CONCLUSION A pizza and pasta restaurant in Oxford is a viable business for the investors to venture into them. The consumption behavior of the residents permits the development of the business due to the flashy lives that the residents lead and the high gross expenditures among the people. However, the quality of the foods in the area is relatively high, and the investor must consider matching the quality in order to attract more
When different kinds of menu for lunch and dinner are included, there is an opportunity for attraction of more clients in the new outlet
Marketing is not just about selling and advertising products and services. In general, marketing is associated with identifying the particular wants and needs of a target market of customers, and then working to satisfy those customers better than the competition. This involves doing market research on customers, analyzing their needs, and then making strategic decisions about product design, pricing, promotion and distribution or place (Bethel, 2007). Understanding ways to identify the target market is crucial in developing market strategy. This paper is intended to define target marketing and examine a market analysis of Stacy's Pita Chip Company.
Great branding and development support in the refrigerated pasta segment, will allow for tremendous success. The pizza comes with a first mover advantage that gives Nestle a greater lead in this niche market. Most manufacturing, distribution, and marketing employees have experience and knowledge of the refrigerated pasta segment, which helps Nestle with lowering costs. They should launch the pizza and toppings products before Kraft so they can capitalize on the first move advantage and have a repeat of the Contadina pasta and sauce
...umers, thus gaining new consumer, and building value. Educating the consumers to appreciate what Academia products offer will lead to future profits and long-term gains. A strategy of stressing Italian fundamentals will help differentiate Academia from its competitors, and at the same time increasing their target market. Italian food is continually becoming more popular around the world, and Academia’s potential to expand will increase by protecting their brand loyalty. Academia should continue to participate in culinary events such as the annual Aspen Food and Wine Festival to promote publicity. Academia should also look to advertise in broader food magazines, such as Zagat. Cookbooks would be another way to reach more consumers. With high quality products, these strategy maneuvers will help management reinforce core competencies and stay ahead of competition.
For a conclusion of this paper, it is within researched reasoning that this company needs to do something else to keep its competitive edge in the segment. There are many factors that could be considered for why this company needs to expand in this industry. Also there needs to be other attributes of the company that could be added to offer the consumer a better service. This could include services such as delivering directly to the home or having a pick up window or carry out service. The reasons for doing these things is to keep advantages over competitors, of which include bigger restaurant chains that are trying to enter the market.
2. Thompson and Strickland (2002), Strategic Management: Concepts and Cases, 13th Edition, Chicago Irwin Publications.
The purpose of this paper is to introduce you to the fast food industry, how it is everywhere in the United States and increasingly spreading globally. The majority of the fast food restaurants in the United States is dominated by hamburger fast food restaurants. Amongst the burger segment, McDonald’s is the number one leader in the burger industry, followed by Burger King, and Wendy’s respectively (Oches, 2011).
During the same period, Little Caesars made a strong push and they have continued to grow. Little Caesars' "two for one" marketing approach was effective in infiltrating the "mom's night off" segment, and is seen by customers as a great value. This is adding direct competition into our niche market share. Little Caesars is surely not making headway with the pizza connoisseurs, but it has effectively targeted a market in which Pizza Hut does not currently have a strong presence. 50% to55% of this market is made up of family dining situations. Our marketing team has conducted multiple data analyses on ways in which we can gain market share from Little Caesars within this market. After much thought and many hours of research, we have devised a marketing plan that will potentially improve our market share.
Customers buy when they feel it is necessary giving them the upper hand on the industry. Bargaining power of suppliers: In the quick- service restaurant, the suppliers vary. They really do not rely distributors as large restaurants do. Threat of new substitutes: The restaurant industry is segmented into many parts: full service restaurants ($120 billion); quick- service restaurants ($110 billion); away-from-home managed institutions, examples: food services for schools and hospitals ($21 billion); and other food industries ($106 billion). (Marshall Jones, 1999). Rivalry among competi...
Domino’s Pizza is one of the world leaders in pizza delivery. It establishes in 1960 in the United States and operating with company-owned and franchise owned stores in International markets (Dominobiz, 2013). In this essay we will look through the operation management of Domino’s Pizza which in the core operation. Then, I will analyse the 4V model of attribute of demand for the service, the performance objective of the organisation, provide input-transformation-output diagram and supply network of the organisation. Lastly, provide improvement suggestion for Domino’s Pizza core operation.
The purpose of this paper is to introduce you to the fast food industry, how it is everywhere in the United States and increasingly spreading globally. The majority of the fast food restaurants in the United States are dominated by hamburger fast food restaurants. Amongst the burger segment, McDonald’s is the number one leader in the burger industry, followed by Burger King, and Wendy’s respectively (Oches, 2011).
An evaluation of the restaurant’s strengths, weaknesses, opportunities and threats served as the foundation for this marketing plan. The plan focuses on the restaurants marketing strategy, suggesting ways in which it can build on new customer relationships, and development of new food products and targeted to specific customer groups.
The McDonald’s Corporation case study take a comprehensive look into the competitive market of the fast food industry. Particularly, McDonald’s and some of it greatest fast food competitors. In this analysis I will be revealing the marketing strategies of McDonald’s and other fast food companies. Identifying the trending tastes of consumers in this market, tactics used by McDonald’s competitors such as Wendy’s and Burger King to one up the marketing strategies of McDonald’s. I’ll also be assessing the strength, weaknesses, opportunities and threats of McDonald’s in this market segment. Evaluating the consumer purchase decision process and purchase type in the food industry. Lastly, I’ll explore which growth strategies I believe would make the
It will provide entrepreneurs with a competitive edge that will prove invaluable in helping them seek the opportunity in this unexplored area of business. Through this research project one can study the opportunities and potential for Fast Food Restaurant Services in India. Since not too much of research is carried on in this area in India, there is a huge scope for this market and it could be useful for any budding entrepreneur who is interested in this industry.
From marketing perspective, LOCATION for the fast food service to the potential customers is most important according to Maritz Marketing Research. The recent study showed the location has to be convenient. The analysis said that adults under the age of 65 prefer convenient location for their fast food. They need their service to be in “an arm distanced”, which means the convenient location helps customers save their time, traveling cost. For the fast food chain companies, locating the branches to reach customer becomes a positioning strategy.