Reference no: EM13746686
Review the case study in given template:
Business Description: This section should contain one to two paragraphs (200-300 words) with a description of the business and one to two paragraphs (200-300 words) explaining the challenges it is facing.
Target Market Analysis: This section should contain one to two paragraphs (200-300 words) with a description of the demographics of the target market and one to two paragraphs (200-300 words) explaining the psychographic characteristics of the target market.
Positioning/Branding: This section explains the positioning statement (200-300 words). The statement should be around 40 words and then at least a 150 word explanation. Determine the branding (200-300 words) and include a logo.
Target Audience of Case Study-
It is important to understand the demographic classification of the people that frequent the restaurant in order to serve them (Meyers, 2010). The restaurant is located in a town with a population of 6000 and this means that the loyalty of client has is critical for the business's long-term survival. Given that this business has been in existence for a while, there are customers that have been coming there for years. These are likely to be baby boomers that are well past 50 years. These people enjoy the restaurant's services as they are and rapid changes may not resonate well with them.
The restaurant is also starting to receive people from Generation x. These people are more experimental in terms of food and this could force the restaurant to expand the menu. The town is quite small and is not expected to have a large number of people with large incomes to warrant premium pricing. Teenagers from the area are also visiting the restaurant now and this calls for a change in the outlook of the premises. Expansion may be necessary so that a section for young people may de decorated and arranged accordingly. It is also necessary to separate smokers from the non-smokers by having a smoking section. These changes will take care of the different demographic groups present.
Psychographic analysis
Psychographic analysis should reveal why people decide to visit the restaurant by looking at their interests as well as opinions of the place. Psychographic analysis therefore does not rely on statistics or numbers. A good number of people visit the restaurant because of the positive reviews of people who have been there. It is said to have the best coffee in the small town and this pushes those that are new to visit. In addition, the low-to-medium prices make people feel that they are getting value for their money.
The business has been in existence for quite a while and it is possible that people have come to associate it with the town. People visit the restaurant and feel that they are indeed in their town and it could be a meeting point for friends. This is confirmed by the fact that even the sheriff is a common patron there. The people have become quite comfortable there that they smoke within the premises. As such, stopping smoking altogether may take away a reason for them to come visiting. The young people that visit the restaurant could be attracted by the fact that some meals on the menu have an exotic feel (Meyers, 2010). The younger generation is also attracted by a premise whose arrangement is seen as modern and cool, something that is not common in all restaurants.
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Target audience of case study
: Target Audience of Case Study-It is important to understand the demographic classification of the people that frequent the restaurant in order to serve them (Meyers, 2010)
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