Case Brighton

Pablo de Vicente

VMOST• Mission: Satisfied the needs and desires of Chinese Segment.

• Vision: Strengthen ourselves in the area and be achieve as the best top restaurant by reference in Brighton.

• Opportunities: The need of Chinese people who want to go into the top restaurants in Brighton to eat seafood and share it in the website. We have that place.

OBJECTIVES

• differentiate us from the competence.

• Increase sales in a period of 2 years.

Politic Economic Social Technological

Legislation and regulation Currency exchange Demographic change Internet

Taxation Price, inflation Environmental issues Global distribution

system

Politic stability Globalization Lifestyle developments Social networks

Be aware of Strikes and

war

Industry ownership vertical and

horizontal integration

Culture and religion I+D

Strategic Triangle

Increase Relationship

Decrease Relationship

Differentiation

1) Best value restaurants2) TRULY and value3) Local fresh Fish

1) Food: fresh and fishy2) Atmosphere: lively and

cosmopolitan3) Service: extremely, friendly4) Value: good"

Other restaurants places offer a product of outstanding quality and efficiency for travellers BUT ONLY

REGENCY HAVE WHAT YOU WANT FOR SURE.

“Good isn’t good enough, when better is expected.

OR when your competitor is better.

Do you really think that you will be faster than a bear?I only want to be faster than you!

Chinese Segment

Other top restaurantsChinese Restaurants

Product Price PlacePromotion

ALL SAME TIMEFANTASTIC VIEWS

Regency has won national acclaimFood: fresh and fishy,

Atmosphere: lively and cosmopolitan Service: extremely friendlyValue: good"

Seafood + share pictures = SELLTop restaurants in Brighton

FRESH FISHFish n’ chips

Generous seafoodChange of style

More international guests

1,2,3 TheoryYield / Revenue

Management

Remember, to apply the three Matrix

Same SegmentNew Segments

New products

Same products

Market Share

-

Gro

win

g R

ate ?

1) Why is this product here?

2) Implications of being here

3) Most possible / logical movements

I+DInternational guests

SeafoodSame time

Fish n’ chips

Seafood + share pictures = SELL

Popularity Index

Ma

rgin

?

1) Why is this product here?

2) Implications of being here

3) Most possible / logical

movements.What do YOU do (4P’s) in order to

stop, start or give momentum to them?

ACCOUNTING SEGMENT

My own 1,2,3…

Probability

Impact

+

-

Change the guest segmentfrom Spanish to Chinese

Technological procedures

With the 4p’s we analysepositive and negative aspects

Tool used Baidu and Webo

City guide free with our menu and photo share

??MATRIX WHAT IF?

MATRIX WHAT IF?

Probability

I

M

P

A

C

T

Segment:

Global Warming:

The regency segment is starting to have the same segment and this affect other types of segment. Also the style of regency is not so actual and for this not too much people are involved.

Brighton due to the global warning is

losing every day a quantity

of fresh fish according to rules of the UK