Marketing Research Project: Ballydoyle And Doughballs

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Recommended: Market Research and Marketing Planning p3

MKT 4350 Project Part 1
Camilla Alexander, Tanner Wilcox, and Tyler Fisk
1/31/2014

Company Background
This marketing research project will be done in partnership with Ballydoyle and Doughballs, located on New York Street in downtown Aurora, IL. Ballydoyle and Doughballs are both run and operated by Ballydoyles, which is managed by Mike Kennedy, alongside Holly Lee the restaurant and bar’s general manager. Ballydoyle is an Irish restaurant and pub, inspired by Ballydoyle Racing Stables located in Rosegreen, a small village in Ireland. The restaurant and pub offers a great environment, with many places to sit, a large bar wrap around bar that can service many customers at a time, live music every weekend, and not to mention great food. In relation, Doughballs, a pizza place that is owned by Ballydoyles, it is located just feet from the restaurant and pubs entrance. Doughballs offers a wide variety of pizza as well as specialty pizzas, delivery, and late hours to service the guests leaving Ballydoyles, or just that late night pizza lover. With both Ballydoyle and Doughballs being located just a walk away from the boat casino, Wabaunsee Community College, and a short drive from Aurora University they have put themselves in a prime location to attract customers.
Industry Conditions
Ballydoyle
Generally speaking, the bar and restaurant industry consists of small businesses, which are usually family owned and operated, with only a few major operators. It was found that nearly 77.6% of industry establishments are small businesses, employing up to nine people; with 98.2% of these bars and restaurants employing fewer than 50 people (Our Industry, 2014). Last year alone, the bar and restaurant industry accounted for 970,000 locations and $...

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...e will be administering surveys to students and staff in the Dunham Atrium; we will pass out surveys to different faculty members throughout the school, in addition to asking random staff in different departments to pass out the survey to the students in their courses. For the Wabaunsee Community College campus we will be administering surveys in the common area of the Aurora Campus, passing them out to random staff, as well as asking staff to administer them to their classes. To ensure that we get enough surveys we will be administering and collecting 400 surveys between the dates of February 15th and March 10th. This will allow us enough time to ensure that we have collected at least 200 completed surveys, and gives us enough le-way to toss out 200 of them if needed. Our data collecting method will guarantee that we are collecting them from our target audience.

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