Tutti Matti Case Study
explanatory Essay
688 words
Problem This case is about Soloman’s restaurant Tutti Matti, and the current struggle she is facing is with the budget – build restaurant brand awareness to attract more customers and increase customer base. With a start up cost of $380,000, Solomon hopes to finish of the fiscal year with gross sales of minimum $500,000. Since November 2002, the first six months Tutti Matti has been open, sales generated $210,000 – which is great as the business is 42% on target to reach it’s goal of $500,000. Solomon notices that most of his customers are nearby workers in the downtown area for lunch and for dinner his clientele mostly is friends and family. To reach the target, Tutti Matti has different price ranges. Tutti Matti offers lunchtime special …show more content…
In April, World Health Organization declared the intensity of the virus and provided travel caution especially in Toronto. Toronto is one of the cities that are largely affected by the virus and revenues have decreased approximately $39 million since April. The SARS outbreak in Toronto affects the customers of Tutti Matti, as the restaurant is serving only in Toronto Downtown and has affected the tourism sector in Toronto. With the amount of time Solomon has, it is important to address what the business offers and where it …show more content…
The restaurant is unable to successfully market itself since competitors like Alice Fazooli’s and Terroni, both competitors have multiple locations with more seating capacity and also has a established brand awareness of their restaurants. Unlike the competitors, Tutti Matti offers one location serving in downtown Toronto (King and Spadina), good location with busy traffic, however despite the amount of customer traffic in downtown Toronto, the restaurant serves 70 seats only. Moreover, Tutti Matti does not offer lunch Saturdays and is not open on Sundays unlike competitors. Business is not consistent like competitors instead it is slower in the summer season along with Mondays and Tuesdays. Furthermore, like abovementioned, Tutti Matti has 2 price strategies - $15 lunch price-fixe or the menu ranges from $6.25 – 28.95, where the average dinner cost is $50 plus tip and tax. The restaurant does not use any middlemen and Solomon saves about $15, 000 from expenses by purchasing ingredients herself. Hence, for the first six months the business did well with a sales $210 000 and 30% of the sales was the cost of food expense. Thus, profit margin first six months is $165 900. The fixed cost of the business adds up to $130 616 which leaves a total profit contribution of $35 284 from operating the six months. In order to build brand awareness and increase customer base, Solomon is willing to
In this essay, the author
- Explains that soloman's restaurant tutti matti is struggling to build brand awareness to attract more customers and increase customer base.
- Explains that solomon hopes to finish the fiscal year with gross sales of minimum $500,000. solomon notices that most of his customers are nearby workers in the downtown area for lunch and dinner.
- Opines that solomon needs to market tutti matti to overcome the sars outbreak in toronto.
- Explains that soloman's restaurant tutti matti is struggling to build brand awareness to attract more customers and increase customer base.
- Explains that solomon hopes to finish the fiscal year with gross sales of minimum $500,000. solomon notices that most of his customers are nearby workers in the downtown area for lunch and dinner.
- Opines that solomon needs to market tutti matti to overcome the sars outbreak in toronto.
- Explains that tutti matti is one of the small cuisines only directed toward traditional tuscan food. the restaurant is unable to successfully market itself since competitors like alice fazooli's and terroni have multiple locations with more seating capacity.
- Explains that solomon must consider the 4p's and swot analysis in order for tutti matti to continue to strive and run a successful business.
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- Cites waterloo, u. o. (2014, april 17). retrieved from university of water
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- Aims to have at least 50% of the target market aware of a restaurant by the end of its first year of operation.
- Explains that at least 40% of the target market can recall the restaurant's logo by the end of its first year of operation.
- Explains the name of the restaurant is 'indian curry' as indian food is famous because of its curries. europeans are liberal in nature so they would not mind paying much for delicious food.
- Explains that they will open their restaurant in takapuna, surrounded by 50% europeans, so it will be easy to get more customers.
- Explains that marketing isn't about providing products or services, it's about changing benefits to the changing needs and demands of the customer.
- Explains that marketing means putting the right product in a right place at right price. marketing helps us to expand our business and provides new business opportunity.
- Explains that marketing mix represents product, price, place, and promotion. it is also used to check exciting marketing strategy.
- Opines that it's important that your product and services satisfy the needs of the customer. the product of restaurant is set up according to europeans lifestyle.
- Explains that restaurant prize is a most important sector from all. their pricing is affordable for middle class people as well as higher-class people.
- Explains that europeans love indian curries, so their restaurant will have a unique menu for every age group.
- Explains that they have done their restaurant motion by different ways. advertising is to get everybody attention, sign, direct mail, online, poster sites, and in the press.
- Evaluates the anticipated consumer response to the above marketing mix and explains the potential impact of this on the proposed restaurant's marketing objectives.
- Evaluates the anticipated competitor response to the above marketing mix, and explains the potential impact of this on the proposed restaurant's marketing objectives.
- Evaluates the above marketing mix elements and strategies proposed in q 2.1 above, and recommends their ability to satisfy marketing objectives for both market segments.
- Describes the two elements of the marketing mix they have proposed, and explains how variations in these elements will impact the other two related elements.
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