Making Habits

We want from our rump market to make a dress of eating their meals in our restaurants. If we be adequate to(p) to reach them, this will help us to prove at the end of the premier(prenominal) year. In extension to this, we postulate well-nigh other objective which is to decrease the physique of spate who atomic number 18 not aw atomic number 18 and large number who atomic number 18 resisting to not purchase our goods. In this cuticle, we atomic number 18 planning to encourage them to taste our point of intersections and take their opinions roughly them to adjust our goods match to their involve and wants.Stressing our competitive advantage to our cig art customers is our another goal which makes them loyal to our restaurants.Identify the market segment for the point of intersection and explain wherefore this segment was selected. Because we argon producing respec circumvent refrain(a) nutriments for different victuals programs, mass merchandise does not condition our marketing strategy. and then we segment the market based on Demographics.For example, if gender is taken into consideration, wo piece of music and man should take different amount of calories per daylight in align to carry on their daily activities. Besides, amount of calories be taken by young stack, adults, and elderly plenty changes as well according to their heights, weights, and natural process levels. hence when our customers come to our restaurants, they should be able to cause a solid aliment that trounce fits their diet in order to be satisfied. Moreover, we besides segment the market based on geographic as well. In this case, we ar planning to run our business in United States because there is a mellowed demand for healthy foods since good deal want to live healthy and longer.Discuss the coffin nail market and why these customers will be targeted. We segmented market according to populations ages and genders. We decided to target citize nry whose ages argon amongst 18 and 64 or much and tried to radiation diagram out the market size.According to US and piece Population Clocks in the US number part web page, there are 309,092,421 people living in America now. Again, according to the report post on US Census Bureau, Meyer (2001) tell that people whose age is under 18 is 26 portionage, people whose age is between 18 and 64 is 62 pct and people whose age is more than 64 is 12 percent of US population.So if we assume that the percentage of people whose ages are between 18 and 64 or more remain unchanged from 2000 to 2010, the fundamental population of young people, adults and elderly people is now 228,728,319. 62%+12%=74%, 309,092,421? 74%). Moreover, if we assume that 50 percent of this amount is woman and 50 percent of it man. So we aim 114,364,159 men and 114,364,159 women whose ages are between 18 and 64 or more. This is a huge number and it seems that targeting this segment is profitable. Furthermore, t his market size tin privy grow in the future because in 2000 the innate US population was approximately 281 cardinal according to US Census Bureau 2000 report. (Meyer 2001).Today, as I menti angiotensin-converting enzymed above it is well 309 million. Conduct a SWOT ( aptitude, weakness, opportunities and treats depth psychology for fraternity. maven of our strengths is offering healthy foods. Our menu contains foods that they are rich in terms of protein, vitamins, mineral etc. which play an important utilisation in the structure of human body. Secondly, plot of land we are preparing our menu, we consult nutritionists about the ingredients, the subjects to recruit the variety and cooking techniques. In addition to this, our customers can benefit from the dietician run of process on every Mondays, and Fridays between 1-5pm. They can ask their questions and rush a fortune to take medical support.Moreover, we are apply constitutional and fresh foods while we are cookin g and these vegetables and ruits are produced and picked diligently. This is in desire manner one of our strengths that help us to meet our customers expectations. Unfortunately, we have overly about weaknesses as well. one of the most important weaknesses of our healthy speedy food restaurant is our values. To produce natural vegetables and fruits is very costly. Therefore this is reflected in prices of those kinds of wares. Because constitutional foods are crucial ingredients of our foods, we overly have to reflect the prices of vegetables and fruits to our food prices in order to make profit.In addition to this, because we do not offer any sunburnt foods such as heat up chicken, fried potato, ground beef etc. our foods may not fit the peoples tastes. Beside our strengths and weaknesses, we have also several(prenominal) opportunities coming from macro environment.Firstly, people love eating in Unites States and they like to know about different and modernistic foo ds. In addition to this, United States is the best place to run a dissolute food restaurant because of being a home country of unfluctuating food industry. Secondly, number of obese people is increase day by day in United States because of overeating fast foods.Since these kinds of meals are unhealthy and they can cause serious-minded health problems, this makes people more conscious while they are making end about food choices. Therefore they be to eat more healthy foods. Thirdly, positive food industry is growing in Unites States and people tend to consume native fertiliser foods because of being healthful compared to regular vegetables and fruits.Furthermore, number one fast food custody such as McDonalds, Burger queen mole rat, etc. do not offer rich healthy meals alternative to unhealthy ones. In this case, consumers are in pursuit of healthy food restaurants.Lastly, in United States technology is good a lot to have fast and healthy foods. This leads fast food res taurants to melt more efficient. We also have some threats caused by macro environment as well. For example, people may not have enough purchasing power to vitiate healthy foods. In this case unhealthy foods seems cheaper to them. Therefore they may tend to select unhealthy fast food restaurants.Besides, organic foods are expensive. As a result, restaurants that are not use organic foods blossom lower prices to their meals compared to restaurants that use those kinds of egetables and fruits. Moreover, eating hamburger, fried potato, fried chicken, cheese burger, etc. can seem more attractive to customers. Therefore customers may prefer places that offer those foods. find out the market position for your product and dish out When we are positioning our product, the note and the price are taken into consideration and we compared our product with the one that is produced by our competitors.In the fast food market, we have galore(postnominal) competitors notwithstanding our nu mber one and well cognise competitors are McDonalds, Burger King, Sub air, Taco Bell, Wendys and others.In look-alike one, circles which are depicted closely fabricate our competitors and the upper circle represents our fast food company. The competitors circles are depicted closely because they are perceived more or little the same by consumers. For example, their menus and prices are more or less the same. They are using nearly same strategies. For instance, both(prenominal) Burger King and McDonalds have the dollar menus. Although our competitors offer some kinds of healthy foods such as salads, grilled chicken, etc. they are still selling unhealthy foods.On the other hand, our companys number one strength is al shipway serving healthy foods to our customers. Besides, we are offering free dietician improvement for our customers. Our customers can ask their questions and get a customized armed service. In light of these facts, our product quality is high relative to our c ompetitors. price Xs muscular libertine nutrient Restaurant Low qualityHigh quality Our competitors physical body 1 Perceptual Map In addition to our product quality, our products prices are also higher than the average prices as well. Because organic foods prices are high, we have to reflect this to our prices.According to suppose 1 it can be seen that our competitors hold us in terms of prices.However, we also dominate them in terms of product quality as well. Recommendations Service is an impalpable product and Xs Healthy Fast Food Restaurants are producing both tangible product (i. e. food) and impalpable product (i. e. dietician service). In service industry customer satisfaction is very important. If a company satisfies their customers needs and wants, they become loyal.Therefore management should know whether their customers are happy with the service provided or not. This is the case that Xs Healthy Fast Food Restaurant can be face with. Therefore we should do some surveys to measuring stick the satisfaction level of our customers about the service quality.There are many tools to do this. For example, Winner (2004) stated that One of the most popular approaches to measuring service quality is the SERVQUAL instrument (p. 418). In this type of questionnaire there are several questions that measure the quality of service.If we put servqual surveys on customers table and request to fill them after they application their meal we can measure the satisfaction level of our customers by looking the results and this helps us to improve our service quality. Because service is an intangible product, customers may not know what they are buying until they buy.One author utter that the service providers line of work is to make the service tangible in one or more slipway (Kotler 1999 p. 648). In this case, we should find some ways to make our product tangible.For example, if we give immenseness to keep our restaurants clean, our customers may think that we prepare our foods diligently. Providing a qualified and quick service can be another way to make our product tangible. If consumers see how we revert our service quickly, they always prefer us.ReferencesKotler, P. (1999). Principles of marketing. forward-looking Jersey PrenticeHall Winner, S. R. (2004). Marketing management crude Jersey Pearson PrenticeHall Meyer, J. (2001). Age2000. US Census Bureau. Retrieved April 8, 2010 from http//www. census. gov/prod/2001pubs/c2kbr01-12. pdf