Market research - The business I have chosen is an internet caf. This is not an ordinary internet caf because I have modelled my business on an internet caf that has games installed on the computers.

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Introduction

     The business I have chosen is an internet café. This is not an ordinary internet café because I have modelled my business on an internet café that has games installed on the computers. This is what I think sets my choice apart from others. The aims of my business are to provide a good service and to make a profit, I will achieve this by setting my prices at a low price but not too low. The closest competitor to my business has high prices.

     I have chosen this business because I have a personal interest in computers and computer gaming. I also go to a similar business that provides similar services. Another reason is there is the only one real competitor in the areas I am thinking of locating.

     My coursework purpose is to evaluate and recommend a marketing plan to help the opening of a sole trader that will be successful in Central Harrow or South Harrow.

     The areas I am going to look at are two separate areas that are quite close to each other these are Central Harrow and South Harrow. There are only two competitors in Central Harrow, and only one of them has the same business structure. In South Harrow there are also two competitors but none of them has the games that I am willing to provide. The secondary research I am going to use is a census report to see what population numbers of my target market is in these two areas. The primary research I will use is questioners to see what games my target market will like, I will also do street interviews to my target market to see what areas will be easier to use and also games they like. I will take all this information analyse it, evaluate it, then I will make a conclusion on what area to choose. I go to the only competitor sometimes, so I know their products, services and prices.

     The products and services I will provide are the games pre installed on the computers and drinks and snacks that will be sold. There will also be a quite area for those who are looking for a quite area; there will also be a non-gaming area for people that just want to work.

     The target market I am aiming this business at is teenagers. I think this is the appropriate target market for this business because I feel that teenagers are more likely to play games on computers rather than adults. But for the adults if they want to come but don’t want to play the games they could either use the quite area or use the non-gaming area.

     The name that I have chosen for my business is The Zone. I think this name is very appealing to teenagers. Here is a design for my logo003B

 

1ST Location

     The 2 locations I am thinking of basing my business are South Harrow and Central Harrow. In South Harrow there is no real competition.

   Age Structure

   South Harrow for

    My target market

This is a table with information on the number of people in one of the two areas who meet my target market. As you can see South Harrow is heavily populated with my target market.  It is fairly easy to access through public transport, there is a bus stop just down the road that has the main busses stop there, these are 140,114,H10 and theH9, these are the main busses that go from Ruislip to Kenton, Heathrow airport (this could be the main one) to Harrow Weald. There is also a train station next to the bus stop that is on the Piccadilly line.

The red circle is a double shop that has no current owners and is not being rented. I feel this is a good plot because it is fairly close to the buss stops and train station I mentioned earlier.

     The advantages if this place is there is no real competition, already a plot available. The disadvantages are it is a bit far from some of the main places.

2ND Location

     The other place that I might locate my business is Central Harrow. In Central Harrow there is no competition and is more populated with my target market at peak hours.

Age structure

For my target market

In Central Harrow

As you can see this location has less population but, during peak hours in holidays and weekends this number will increase dramatically to maybe more than South Harrow.

     Again in the red circle is an ideal plot that I will like to locate my business. But this plot already has a business. I feel this is a good place to locate because it is in the main road people use to walk down. This is a good place because there is a bus station just around the corner, also there is a train station right next to the bus station, and this is on the metropolitan. The busses that stop at the bus station are; 114 from Mill hill Broadway and Ruislip, 140 from Heathrow airport and Wealdstone, H10 from Wealdstone, H9 from South Harrow, 258 from South harrow and Watford, 183 from North Harrow and Kenton, 182 from Wealdstone ,186 from Edgware and H11 from Rayners Lane.

Conclusion on areas

     I have chosen South Harrow for my location, because of the lack of competition; I also have less chance of going bankrupt because of this lack of competition. It is also more populated in my target market; this is the main reason why I picked this area. The lack of competition is the turning point of my decision. It has pretty easy accessibility because there is quite allot of busses that stop at the stop that is virtually next to the land I want, the busses that stop there range from Heathrow airport to Rayners Lane to Mill hill Broadway.

Competitors table

The business Omega sektor has a good quality which I have incorporated into my business, this is the games, and they have a wide range of games for different people. In the businesses buulay telecom and south harrow internet is the prices, I will not use the exact prices, and I will use a bit higher pricing strategy. The pricing strategy I will use is the old one for omega sektor, penetration pricing, which is £1 for half an hour, £2 for 1 hour, and £5 for 3 hours, this is competitor pricing. I would adopt this pricing strategy maybe another one as well, for when the business becomes more established.

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Questionnaire

  1. What gender are you?

           Male         Female

                

  1. How old are you?

           -12     13-16   17-19     20+

         

  1. What types of games do you like to play?

               Shooting     Sports     Strategy     Role play games        

    ...

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