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Group Members
Mackenzie Soares
Emma Sohla
Taylor Slaats
Professor
Anne Wilson
Date
December 19th, 2017
Course
MKTG 1012 Section #17
1.SWOT Analysis
Strengths:
● Ethnic food is a growing trend-Romeo’s Restaurant falls under the current trend
of ethnic foods. This is an advantage because it will attract more customers who
wish to dine on italian food.
● Good pricing-The food at Rome’s will be reasonably priced. This will attract
students, families and the elderly who are all on a budget.
● Specials-Every day of the week, Romeo’s will have a different special going on
for customers. This includes specials such as: All you can eat pasta, early bird
deals and senior discount day.
● Entertainment night- once a week, on fridays or saturdays, Romeo’s will host an
entertainment night. The entertainment for the night will change each night, and
could include performances such as comedy acts, karaoke and acoustic bands.
● Location- Romeo’s will be located in the Masonville area. This is to attract
families, adults and students. According to statistics, 31% of residents in the area
are within the ages of 45-64, 49% of the residents are married with families and,
geographically, Masonville area is within close proximity to the two major
post-secondary schools in London.
● Casual dining- Romeo’s Restaurant is a casual restaurant that does not require
formal attire or reservations. This will attract customers who prefer to dress
casual while eating and are more last-minute in regards to dining out.
Weaknesses:
● Location- In London, there is already 127 Italian food restaurants (Zomato, n.d.),
and at least 10 of which are in the Masonville area (Yelp, n.d.). With so many
other options, Romeo’s Restaurant may not always be the customers first choice.
● New Restaurant- Since Rome’s is a not a franchise, it will have to build up a
good reputation on its own in order to compete with the competition. Until it has
established good reputation, consumers may choose other Italian dining options.
● Menu- The menu at the restaurant consists strictly of Italian food. This may be
unappealing to consumers in the area who do not like italian food or to those
looking to eat at a restaurant that has more than one style of food.
Opportunities:
● Ethnic food- According to a survey, Italian cuisine is one of the most consumed
style of ethnic food in Canada, ranking at 84% (Harris, 2016). This could attract
customers looking to try a new restaurant serving their favourite ethnic food.
● Specials- Every day of the week Romeo’s has a new special. This means they
can be created and changed to attract new customers.
● Italian environment- If Romeo’s is successful enough and continuously makes
enough profit, the restaurant good use the extra funds to make it have even more
of an italian atmosphere to it. This could include hiring a musician to play italian
acoustics everyday of the week during the peak dinner hours.
● Target market socialization habits- Statistics show that 88% of people ages
18-29, 84% of people ages 30-49 and 72% of people ages 50-64 are all active
users of the social media app, Facebook (York, 2017). Consumers may choose
to post and share with their friends about their experience at the restaurant,
which could attract new customers.
Threats:
● Other Italian restaurants- There are many other already established Italian
restaurants in the area. Customers could already have a favourite and decide not
to try out the new restaurant in the area.
● Low prices- Since the food at the restaurant is typically inexpensive, it may be a
challenge to pay expenses while still making a sufficient profit.
● Current Food Trends- The menu at Romeo’s does not follow apply to current
food trends such as healthy and gluten free eating. This could be unappealing to
consumers looking for those options when eating at a restaurant.
2. Competitive Analysis: Three restaurants chosen that could be competitors with
Romeo’s are, East Side Marios, Pasto’s Grill, and Angelo’s Italian Eating Place. The
evaluation of each restaurants product, place, price, and promotion will show how these
places can be competition to Romeo’s.
Pasto’s Grill
Product - Pasto’s Grill offers a variety of italian foods such as pizza and a multiple
kinds of pasta. All of their meals are italian inspired throughout the whole restaurant.
This will be one of the main reasons that Pasto’s can be a competitor to Romeo’s.
Price - Pasto’s is a little bit more expensive than the average restaurant. They have
deals for “happy hour” and there is half priced appetizers from 3pm-6pm everyday
(Pastos Grill, n.d.), but that is all the deals they offer. They do not have many deals for
prices. This could be good for Romeo’s because Romeo’s plans on having many deals
and promotions going on almost everyday of the week and offers good pricing to attract
a variety of consumers. This could mean more people wanting to come to Romeo’s
instead of Pasto’s.
Place -Pasto’s grill has only one location, it is not a franchise or chain restaurant which
is very similar to Romeo’s. It is on the south-west side of London. The restaurant is not
located near downtown or masonville area, therefore it will be opposite of where
Romeo’s restaurant will be. This is good for Romeo’s because it means they will not be
competing for the customers in the same area.
Promotion - Pasto’s doesn't have many promotion techniques. It stands on its own and
does not go much further than that. Since it's not a large franchise, the name itself isn't
very well known and the restaurant will mostly be heard of by people who have already
been there and share their experience. Pasto’s, unlike East Side Mario’s, is not as big
so it probably can not afford billboards or to advertise with other large companies. Since
Pasto’s does not have much advertising and promoting techniques, that is something
Romeo’s can excel and do better at than Pasto’s. Promoting a restaurant intensely can
really help gain customers.
Dolcetto
Product - Dolcetto Focuses on italian courses at their restaurant. The basic meals are
served such as pizza and pasta, which are always very common meals, however they
have some different options such as Pollo parmigiana, Vitello marsala, and Agnello
(Dolcetto, 2017) These meals are very interesting and unique. Since these meals are
very italian and not served often, people may go to dolcetto instead of Romeo’s
because they want to try new things.
Price - The meals at Dolcetto are a little bit expensive. The meals that are served seem
to be more fancy and unique, making sense for them to cost a bit more. This could
benefit Romeo’s if people are looking for basic italian meals for cheaper. However, if
people are looking for a more high end fancy dinner night, they may choose Dolcetto
over Romeo’s. Romeo’s could lose customers who are more wealthy and don't worry as
much about money to Dolcetto.
Place - Dolcetto is located on the West side of london, and only has one location. This
restaurant is also fairly new so may not be very known in the area as of right now.
Dolcetto’s is not that close to Romeo’s, but is a close enough drive to one another that if
people were to be picking an italian restaurant, they might have to choose between the
two. Since they will be decently close, Romeo’s might lose customers to Dolcetto due to
decision making by consumers.
Promotion - Dolcetto is a new restaurant. The restaurant is doing few things to let
people know about the new italian eatery in London. They are involving themselves in
things like the London free press, who said “London's Dolcetto ranked among top 100
Italian eateries in Canada” (The London Free Press, 2017) as one of the headlines.
Also, Dolcetto is in yellow pages as well as tripadvisor with good ratings. These are very
big things many people in the London area will see. With the restaurant being new,
people will be curious to try it out. This is a competitor with Romeo’s because people
will see the good rankings of the restaurant and see the headline stating its top 100 in
Canada and might pick to try an italian meal there instead of Romeo’s.
3. Customer Segmentation
Students Geographic:
● Live around Fanshawe College (East London) and
Western University area (North London)
● Approximately 46,000 students
● Live in the area from september to april
Demographic:
● Age range typically from 17-23
● Each student contributes approximately $4,000 to
the local economy each year
● $880 of their contributions goes towards food and
entertainment
Psychographic:
● Enjoy socializing on the weekends
● Typically look for entertainment at restaurants, bars
and nightclubs
Benefit:
● Affordable prices for students who are on a budget
● New restaurant to try out with friends
Usage Rate:
● Potential users
● Usage would be highest on weekends during free
time
● Usage would be highest from september to april,
during the academic year
Analysis:
It is very likely that students would become frequent
customers at Romeo’s restaurant due to the affordable
menu items. In order to target to students more specifically,
Romeo’s would have to appeal more to their entertainment
needs, and offer more than just affordable food. This could
include becoming more of a “social scene” or “hangout”
spot. In order to do so, Romeo’s could have drink specials
and multiple entertainment nights, where students could
come with friends for food, drinks and to watch performers.
4.Although Romeo’s Restaurant has the ability to target to each customer segment, the
main target markets would be young professionals and established adult early. These
two segments are the easiest for Romeo’s to appeal to because they seek the benefits
the restaurant provides. Both of the segments would be attracted to Romeo’s affordable
menu, and the weekly entertainment it hosts. Young professionals are still in the
beginning stages of their career, meaning they do not earn a high enough income to be
spending all their disposable money at overpriced restaurants. Young professionals also
value socialization. The weekly entertainment nights at Romeo’s are great events to get
together with friends for a night of food and fun, without overspending. The established
adult early segment values entertainment and enjoys eating out multiple times a week.
This means Romeo’s Restaurant would appeal to them as a great new place for food
and fun. With that being said, the target market strategy that Romeo’s would use is the
multi-segment marketing strategy. Multi-segment marketing is when a business
chooses two or more segments and develops a marketing mix for each. Using multiple
segments, rather than one, is a good strategy to attract multiple kinds of customers, and
increase chances of making a higher profit. Since the two target markets are attracted
to the same things that Romeo’s has to offer, the marketing mixes that would need to be
developed would be very similar. Similar marketing mixes would avoid cannibalization of
one market, and would ensure we are always appealing to both.
5. At Romeos, we desire to achieve satisfaction from you in the highest way possible.
Our authentic Italian cuisine will enlighten your taste buds with the best flavours and
ingredients. But we go further than just the food, our team wants to connect with the
community and work to take care of you. The quality of food and the quality of the
service you receive is what Romeos is all about.
Objectives:
● Customer Satisfaction and Loyalty: At Romeos, we want to keep our customers
satisfied and build lasting relationships with them. For us, it’s not just about what
we put on our guests plates. It’s about providing such exceptional service that
they want to come back to us and ultimately become their number one choice for
where they dine. This is Romeos’ most important objective, as this will be the
biggest supporting block for keeping the restaurant running.
● Generating Restaurant Traffic: Romeos will only be specific to providing lunch
and dinner, therefore our goal is to generate large amounts of traffic at this time.
If we continue to build the amount of people that come to the restaurant, our
success will increase and we will continue to grow. By providing everyday
specials and entertainment, we will achieve our goal with generating traffic at
Romeos and continuing to grow our customer base
● Building the Restaurant Brand: Our final objective at Romeos is to build our
restaurant brand. We will be starting off as an unknown restaurant with nothing to
our name. Building our customer satisfaction and bringing in more customers, we
will eventually start to develop a brand for Romeos and become a household
name. We want to hold a standard in the community that we are in, having
quality, authentic Italian cuisine and great service will build our reputation and
brand. Romeos will also want to give back to the community that supports us and
partnering with charitable organizations to achieve a brand to attract new
customers.
6. At Romeos, we will be offering Italian cuisine. The food will be authentic to Italy and
we will focus it on traditional Italian dishes, but still selecting the most popular dishes.
Romoes will provide lunch and dinner, with starters, main courses, and dessert all in
Italian theme. Each section of the menu will have multiple options to choose from to
appeal to different tastes of guests. Italian cuisine is also one of the most consumed
style of ethnic food in Canada and falls under the current trend of ethnic food (Harris,
2016). This trend works to our advantage, many students, young families, and young
professionals will be drawn to Romeos for what it offers.
Menu Example:
Romeos Menu
Starters
Italian Salad
Garlic bread
Pork Meatballs
Tomato Bruschetta
Main Course
Lasagna
Meatball Sandwich
Alfredo Pasta
Risotto
Ravioli
Parmigiana
Tortellini
Dessert
Tiramisu
Cannoli
Panna Cotta
Pandoro
Bombolone
7.