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
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
2. Thompson and Strickland (2002), Strategic Management: Concepts and Cases, 13th Edition, Chicago Irwin Publications.
Our mission is to provide our customers with the best products and services that we have created a new market space for. We strive for 100% customer satisfaction and taking what used to be multiple purchases of software into one operation system. That can increase many aspects of the important sectors within the restaurant industry. I.e. decrease employee-training time, increase outputs, real-time record keeping ‘including inventory’, and more.
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.
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.
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).
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...
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).
From a food and beverage manager's perspective - What are the important characteristics and procedures of a food and beverage establishment in relation to its size, type, market, design, planning and organization?
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.
Competition Among Fast Food Chains MARKETING INFORMATION NEEDED FOR THE FAST FOOD INDUSTRY. To begin with, for the fast food industry around the world, the leading fast food chains marketing information is wrapped around convenience location, changing preferences, quality of food, pricing of fast food, potential customers, age of the customers, menu selection and diversification and last of all superior service. From a marketing perspective, location for the fast food service to the potential customers is most important, according to Maritz Marketing Research. A recent study showed the location has to be convenient. The analysis said that adults under the age of 65 prefer a convenient location for their fast food.
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.
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.
There is a larger number and types of entrants in the market Fine Dining Restaurants-Casual Dining Restaurants-Quick- Service Restaurants. Landscape of primary location is also a threat; there is a lack of customer parking which could possibly result in lower numbers of customers. Climate may also affect the businesses in general, low peak season and bad weather can cause problems for the business market if bad weather is expected, customers are more reluctant to go outside if not necessary. Potential entrants and encroaching concepts are also a concern due to factors such as low consumer switching and brand not being well known. Cost is also a threat although the primary target market is higher-wage earners consumers with less income will not frequent Rooms for Dessert they will seek substitute