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Market Research and Marketing Planning p 3
Market Research and Marketing Planning p 3
Marketing research chapter 5
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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.
Stephen Boos has worked in the food service industry for over 30 years. He started as a bus person and subsequently trained as a chef’s apprentice. Steve’s mother believed that a college education was something that everyone should receive. She felt that a college degree was a good investment in Steve’s future. In 1976 at his mother’s insistence, Boos moved to Northeastern Ohio to attend Kent State University where he earned a bachelor’s degree in business administration. After graduation, Steve began working for East Park Restaurant as a line cook. Using his education as a foundation, Steve made a point to learn everything he could about running a restaurant, from cutting meat to the bi-weekly food and beverage orders. His versatility, keen business sense, and ability to control costs resulted in Steve’s promotion to General Manager, as role he has held since 1995.
Two sampling methods include mail surveys and convenience sampling, a variation of a nonprobability sample. Mail surveys, inexpensive way to contact individuals over a large geographical area, provide anonymity to the respondent, and eliminate interview bias. Convenience sampling, a nonprobability sample, the only criteria is the convenience of the unit to the researcher, fast and uncomplicated, but the sampling error not determined.
This year as an administrator in the building the survey would have come in handy in order for me to learn about some of the
...erage, food and hospitality businesses. In 2012 the Samuel Adams Brewing the American Dream went national. In the year 2012 alone, along with one of their partners Accion, they were able to give out 83 loans which totaled approximately $830,000 to businesses in twenty-two states. This helped to create and retain over 300 jobs. In the five years since beginning this program, they have given out 220 loans that totaled almost $2 million. This is estimated to have created and retained 1,400 jobs. This would result in Boston Beer Company creating more jobs outside of the company than they did inside.
According to the U.S. Census Bureau, nearly forty-seven percent of all businesses employ fewer than ten employees. Small business is a vitally imperative to our nation’s well-being. Small business is responsible for creating the majority of our new jobs, employing nearly half of the American’s private workforce, and providing half of our country’s private non-farm gross domestic product (SBA 2009). Regardless of your politics, since President Barack Obama took office in 2008, an immense degree of emphasis has been placed on small business. Some of the emphasis has been positive while other parts have been negative.
The purpose of the following paper is to be able to inform the reader(s) of the paper about the business goals of the ownership and operations of a Sports Bar Franchise. The topics of discussion will include the description of the goal of the business and subtopics of the types of goods and services that are provided by any Sports Bar Franchise, what types of customers will this business attract, and lastly, how and where the specified services are made available. The paper will also include dialogue about the strengths and weaknesses of an assorted of business organizations and which one would be most appropriate for the author’s business venture.
In addition, due to a high turnover in summer and year round staff, the quality and reliability of survey may offer a skewed perspective of the surveyor and this may affect the quality or lack thereof, a true representation of the Upward Bound program’s effectiveness and the participants’ perspective. Programs with similar gender and/or ethnic composition may be able to glean information from this research, some aspects of this research, and integrate the findings in their ...
is extremely competitive, labor intense and risky. It is saturated with multiple different types of restaurants many competing in the exact segments. Companies operating in this type of environment seek differentiation strategies in order to set themselves apart from rivals, using various tactics such as pricing, food quality, menu theme, signature menu selections, dinning ambience and atmosphere, service, convenience, loyalty programs, specials, heart-healthy, and location (Thompson, Peteraf, Gamble & Strickland, 2014, p.C-138). Many restaurants can’t keep abreast and don’t survive, making them go out of
It is a little known fact that small businesses make up a major factor of the American workforce. Since the word small is in the title most people think nothing of them, but when one takes the time to think that there are millions of small businesses, most with at least two to ten workers, the amount of people begins to add up. There are many factors that could contribute to a business failing, and it happens all the time in America. Small businesses must have solid business plans, a good use of technology, appealing merchandise, and appropriate financing to survive and prosper in the economy.
Katz, J. A., & Green, R. P. (2014). Entrepreneurial small business (4th ed.). New York, NY: McGraw-Hill/Irwin.
There are over 28 million small locally owned businesses in the United States and 70 % of these businesses are owned and operated by a single person. Owning a small business is not an easy task it takes hard work and dedication, Steve Jobs once said “you need a lot of passion for what you’re doing because it’s so hard”, people don’t realize
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.
Before beginning my survey, I had some preconceived notions about the types of answers that I would obtain. I decided to survey ten college students. I included five male and five female subjects in my survey to be equitable as well as to determine preferences based upon gender in my results. I surveyed two of my male roommates and one female roommate. The remaining participants were random friends who visited our house. This was an easy and effective way to conduct my surveys. Having so many roommates means there are always a variety of people who come and go from our residence. Although this was a simple way to conduct my survey, I was not certain that it would be an accurate sampling. Even though there were a variety of individuals frequenting our house, they seemed to possess many similarities. My fears were unfounded because those surveyed preferred various programs, providing the basis for unbiased results...
Lack of response is the main disadvantage for mail surveys. The group survey is another low cost form, however the individual respondent is interviewed in a group. The disadvantage with group surveys are the logistics of marshaling the respondents to one location and the perception by respondents that grouping posses less anonymity. Electronic surveys are a relatively new addition in survey research and could very well become comparable to the telephone survey. Electronic surveys are advantageous for the low cost as well as ease in delivery. Because the delivery method is through internet, and the general population does not
Small businesses have been considered the mainstay in countries around the world. In many European countries for example, the small business has been considered crucial to the success and flourishment of the country in general. Most individuals start upon a small business venture in the hopes of realizing ownership, independent profits and personal success. Small businesses can prove extremely successful when planned properly. Studies suggest that several small businesses, however, close or fail within the first few years of operation. This failure suggests that a majority of small business owners may not have as yet realized the crucial success factors necessary for successful implementation of a small business.