micromarket analysis steakhouse
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MICRO MARKET ANALYSISSTEAKHOUSE
The Plate Group:Judith CabanelaDeogracias DanguilanHope LapatingLala MirandaGina NazarethThea Pineda
VERSUS
MISSION/VISION
TONY ROMA’s OUTBACK
Great food delivered by professional friendly team members resulting in guest loyalty.
Aspires to be the national company of choice by being the most efficient
& effective provider of retail
services that deliver quality &
sustainable retail stores.
CORE VALUES
TONY ROMA’s OUTBACK
Passion Intelligence
IntegrityCompassion
Intensity
Integrity Diversity
Simplicity Quality Health & Safety
Accountability
Methodology
• analysis was based on observation• done on two separate dates at three
different times• 1st : January 12,2013 Saturday
1:00 pm & 3:00pm & 7:00pm
• 2nd : January 16,2013 Wednesday 1:00pm & 3:00 pm &
7:00pm
Methodology
• we used the following parameters• Location • Ambiance• Customer segments wants &
needs • Competitors• Unique Traits
Location : Glorietta 4
• strategically located right beside Ascott Hotel & main mall entrance & lobby drop off/pick up points
• shoppers, commuters, tourists can never miss this, being the first & last to be seen
Location : Glorietta 4• located outermost
area , corner of the busy intersection, fronting Taxi stand & G5, SM & Intercon Hotel right across the street
• commuters & shoppers mostly pass by, all rushing for work or other reason
Ambiance
TONY ROMA’s OUTBACK
• well lighted• cozy & friendly,
with a homey atmosphere
• more of a Diner , with ample tables & chairs & few bar tables at the ground floor, spacious dining on the 2nd floor
• dim lights• rustic & heavy
but fun atmosphere
• more of a “bar” ,with huge bar counter, more bar tables on the ground floor, dining is on the 2nd floor
AMBIANCETONY ROMA’s OUTBACK
Customer segments wants/needs
TONY ROMA’s OUTBACK
• family & “young barkadas”
• A & B crowd• aged 1-80• steaks & pasta• average stay: 1 hour• longer on
parties/meetings
• mostly men & couples
• “expats & Yuppies”• sports enthusiasts• A & B crowd• aged 20-60• mostly steak &
appetizers• average stay: 1 hour• longer till “game is
over” & for drinkers
Competitors
TONY ROMA’s OUTBACK
• only competitor in the area is Outback
• Krispy Kreme & Breadtalk compliments for coffee & dessert
• similar products would compete from nearby Hotels
• only competitor is Tony Roma
• Modern China competes in terms of food preference
• similar products would compete from nearby Hotels
Unique Traits
TONY ROMA’s OUTBACK
• offers varied services and products that could cater all ages, making it more family-oriented ,even offering kiddie parties
• location plays a major role due to its proximity to loading/unloading area
• viewed from inside & outside the mall
• known for their steaks “down under”, expats and tourists love to hang out after a busy day to unwind & entertain them from “live sports game”
• wider selection of Prime Steaks
Steaks
TONY ROMA’s OUTBACK
• innovative cooking techniques: slow-smoked to mouth-watering perfection
• finest beef• richly seasoned with
select spices
• create your own signature steak
• choose your cut• choose your cooking
style• choose your soup or
salad• choose your add ons
CONCLUSIONTONY
ROMA’sOUTBACK
1. Location2. Ambiance3. Customer
wants and needs
4. Competitors5. Unique
traits
drop offdiner wider
Outbackfamily
oriented
corner“bar”
just enough
Tony Roma’ssports
enthusiasts
• Location and customer service are still important factors to consider in running restaurants like steakhouses.• accessibility and presence of nearby landmarks would
make it easier for the customers to locate them and may be enticing to passers-by
• customer service including courteous and efficient waiters and waitresses would be a big factor to attract loyal customers
• Variety in menu options coupled with friendly atmosphere would create a wider circle of customers. However, if we concentrate on the product , STEAK, we know that price is not an issue, the challenge is to make the main product of excellent quality, being their selling factor, in addition to the perks that goes with it, satisfying their customers expectations & ensuring loyalty.
CONCLUSION
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