Marketing Analysis Of Excalibur, Restaurant Sport Bar Producer.

1205 words - 5 pages

MARKET ANALYSISExcalibur is faced with the exciting opportunity of being the first-mover in the restaurant sport bar market. The consistent popularity of female achievements, combined with the growing interest in female sports, has been proven to be a winning concept in other markets and will produce the same results in Atlanta.Market SegmentationWe see Excalibur as appealing to three major market segments. Fortunately, the long, late night hours of operation will help Excalibur lend itself to multiple segment appeal. Our market segmentation scheme allows some room for estimates and nonspecific definitions.1.College Students--By creating an environment that is appealing to college students, we secure a natural progression between the student and the young professional. Through word of mouth, Excalibur expects an increase of five percent annually from this segment.2.Tourists and Business Travelers--More and more business and travelers and tourists are finding themselves in Atlanta every year as is made evident by the increased demand and subsequent expansion of the local airport. We plan to reach these people through direct marketing to local hotel patrons. We anticipate a 20% annual growth rate in this segment. As our relationships grow with the local hotels, so too will the word of mouth recommendations from the hotel staff as well as the patronizing of our sports bar by their families and friends. Our future plan is to publish a simple website in order to create awareness to any traveler who wants to take an advanced look at the club before their visit.3.Young Professionals--Due to our proximity to the downtown and midtown area, we must appeal to female adults. Whether it is a group of friends out to see a movie together or a woman who want to just go out and relax, these people need a place to eat/drink either before and/or after their movie. These customers will range in age from 27 to 40. Excalibur will appeal to this category by switching the tempo and entertainment to be more appealing to adults as it gets later into the evening. We also anticipate a 15% annual growth rate in tandem with the growth rate of Atlanta and through increased popularity.The following chart and table outline the target market segments for Excalibur, and include annual growth projections.Potential Customers Growth 2002 2003 2004 2005 CAGRYoung Professionals 15% 151,800 174,570 200,756 230,869 15.00%College Students 5% 105,000 110,250 115,763 121,551 5.00%Tourists/Business Travelers 20% 120,000 144,000 172,800 207,360 20.00%Total 13.95% 376,800 428,820 489,319 559,780 13.95%Market NeedsMarketers have been targeting women as a trend. Females are making the more decisions in purchases, active in sports themed events, producing their own television programming and have excelled in things that have significantly impacted cities from coast to coast in the millennium. Los Angeles' Hollywood, New York's Times Square, Women's tennis and the W.B.A are just a few examples....

Find Another Essay On Marketing analysis of Excalibur, restaurant sport bar producer.

Marketing analysis of legend

1870 words - 7 pages in consumer notebook market. Due to accurate analysis of customer behavours and deeply research on segment, Legend Group Limited launches the new successful consumer notebook computer firstly in China. Its marketing strategy plays an important role on the successful product. So, effective marketing management on a product is essential to a company.BibliographyHill, N. 1994, Marketing, 2nd Edition, Busines Education Publishers Limited

Analysis of the Upscale/Fine Dining Sector in the Restaurant Industry

6960 words - 28 pages quality, educational programs for management, brand awareness through media and innovative marketing programs) and relationship expansion with New and Existing Franchisees by providing operational guidance and sharing "best practices" (Ruth's Hospitality Group, Inc., 2010a). INDUSTRY ANALYSIS 6 Ruth's Hospitality Group Competitors. Fertitta's Morton's Restaurants, Inc. History. Morton's Restaurant Group, Inc. owns and operates Morton's of Chicago

Analysis of Groupon Marketing Strategy

1569 words - 6 pages advertisement can capture the attention of users and if the advertisement content is so attractive, the users will further process to Groupon to look at the deals. d) Enlarging new customers: A research on the consumer purchase behavior is an estantial needs. The analysis data will provide more information on who, how, and why to buy, and also understanding the competotors marketing strategic plan. Secondly, by analyzes majority subscribers age

Marketing Strategy Analysis of Coca Cola

3197 words - 13 pages Task:As a marketing consultant, working for Coca-Cola, you are required to provide them with a report based on your analysis of the situation highlighted in the attached report form the Guardian newspaper and your own research.Your report should cover the following areas;A marketing audit of their businessOne new marketing objective for Coco-Cola. You should indicate the actions the company would have to undertake for the next twelve months to

Dewars- Analysis of the Integrated Marketing Plan

2646 words - 11 pages analysis of their IMC and finally gives an opinion of the plan related to the stated objectives.Current SituationUnited Distillers (UD) is the owner of the Dewar's brand, and the leading international producer of both Scotch whisky and gin. The company employs 10,000 people.The United States is the company's main market for the product. While it is profitable, it is also the one in which legal constraints with regard to the sale, promotion and

Marketing Analysis of Fantasticc Golf Company

4059 words - 16 pages Marketing Analysis of Fantasticc Golf Company Table of Content Section                                                  page Executive Summary                                             3 Introduction                                                  4 Mission statement                                             6 Consumers’ analysis                                             6 Target market

A Marketing Analysis of County Galway

5668 words - 23 pages Table of Contents1.Introduction2.Why Galway?3.Galway in Brief4.PESTE Analysis of County Galway5.Organisational Structure6.County Galway Tourism Development7.County Galway SWOT Analysis8.Marketing Mix9.Conclusions10.References1)IntroductionIt's not all that difficult to market County Galway: it already viewed by its locals as having a rich heritage and it is seen in long tradition nationally as the Cultural Capital of Ireland.In the course of

Write a business report on the 'Kentucky Fried Chicken Corporation (KFC)', one of the world's largest chicken restaurant chain. Include SWOT analysis and Industry & Competition analysis.

3749 words - 15 pages threats and drawing conclusions whether a firm's business position is fundamentally healthy or unhealthy. In a nutshell, SWOT analysis is a basis for action.KFC, being one of the world's most recognizable brands, has its own internal strengths and weaknesses and external opportunities and threats, which are identified and analyzed below.'Kentucky Fried Chicken Corporation (KFC) was the world's largest chicken restaurant chain and the third largest

Marketing Analysis of Costa Cafee in the UK.

3424 words - 14 pages , Macchiato) are Italian.Furthermore, compared to its competitors, Costa coffee is still made by hand.1.5 Marketing MixProduct MixContrary to most of its competitors, Costa products are based on Italian heritage and tradition: Costa distributes premium Italian coffee, made by hand rather than by automated machines. As a result, the company has opted for an upper range positioning and has a high range of hand-made products in each category (beverages

Analysis the marketing mix of two specific segmentations that be emphasized by IKEA's marketing strategy.

3011 words - 12 pages 1.Introduction1.1BackgroundThis report is the further report based on the initial report of Australian furniture retailing industry. Here, it will be mainly focus on one of the distinguished company in Australia - IKEA - operates in the furniture retailing industry. Meanwhile, it will attempt to analysis the marketing mix of two specific segmentations that be emphasized by IKEA's marketing strategy.1.2ScopeThis report is talking about two market

The Birth of Swatch - HBR Case Study Marketing case analysis

1240 words - 5 pages A Problem statement In 1993, after 10 years of consecutive strong worldwide sales growth, the Swatch brand showed some first signs of reaching maturity status in the product life-cycle stage. In the first phase of maturity status in 1993, slowdown in sales growth appeared in the US market. Sales in recent years have dropped by 35%, making evident the need of adapting the marketing strategy by repositioning the brand to the new

Similar Essays

Service Marketing Report Of Sushi Restaurant

6657 words - 27 pages needs by providing healthier meal alternatives in a relaxing, friendly and modern atmosphere.Please refer to Appendix 2 for a complete SWOT analysis.2.0 Customer AnalysisTomodachi has two main customer segments and two sub-segments. These are:Main segments•University students•Business peopleSub segments•Movie goers•Shopping familiesThese four are most prevalent segments due to the location of restaurant. Being situated on a

Marketing Communication Campaign Of A Fictitious Healthy Fast Food Restaurant

5137 words - 21 pages , David (2007) Principles and Practice of Marketing, 5th Edition, Berkshire: McGraw Hill EducationKFC (2009) 'Nutrition', [Accessed 15/03/09]Kinchbus (2008) 'Sprint: University Shuttle' [Accessed 13th March 2009]Kjaernes, U., Harvey, M., Warde A. (2007) Trust in Food. A Comparative andInstitutional Analysis, New York: Palgrave Macmillan.Lock, D. (2006) 'Project

Avce Business Swot/Pest Analysis. E/C Criterea. Fuse Bar + Smart Marketing Objectives

2709 words - 11 pages at a given date which would help to find out how weather Cadbury will be able to keep up with the demand for the product or not. Technology is advancing all the time therefore money will need to invested regularly in order to purchase the technology.SWOTI shall now carry out a SWOT analysis for my product (Fuse bar). I will look at the strengths, weaknesses, opportunities and threats of the Fuse bar.StrengthsStrong brand nameCadbury's has had a

An Analysis Of Marketing

2787 words - 11 pages An Analysis of Marketing As defined by Kotler and Armstrong (1994) marketing is “a social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others”. Marketing is an extensive topic. Primarily when we consider what is marketing we think about the advertising, publicity and selling of a product or service. In actual fact the prime concern of