• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Cooper Industries Case Study

Extracts from this document...

Introduction

The Marketing Plan "Forbidden City Restaurant" BUS348 From: Xinghan Chen & Xunle Liu ID: 106841673 & 107341277 To: Prof. Lori L. Pack 12/7/2009 Executive Summary * Forbidden City is a fast casual restaurant serving fresh Chinese food, fast, at affordable prices, in a fun and friendly atmosphere. We serve both Modern Chinese food (Forbidden City's Special Sesame Chicken, Authentic Lemon Chicken, Kung Pao Chicken, etc) and some Traditional Chinese food (Mongolia Hot-Pot, Chinese home-made special Fish, etc) in order to satisfy all customers' tastes. * The fast casual restaurant emerged to meet the demands for better-quality foods at a slightly higher price than that of fast food, and our restaurant will have a great environment site with Forbidden City's style fitment. * The restaurant will be counter-order and table-service with a personal average cost around $10-$20. Store hours are from 10am to 11pm from Monday to Saturday, and 12am to 8pm on Sunday. We will also order a special window for take-out orders. * The size of the restaurant will be approximately 1,500 square feet with 50 seats. The first location will be selected opposite the Smith Heaven mall near the middle country road and the restaurant will with a parking lot. ...read more.

Middle

However, more and more competitors will exist at the same time. We have already had Yingyang Buffet and Liaohe fast food nearby. How to distinguish from these restaurants becomes our key objective in the future. Market Segmentation Target Market: Multi-segment Targeting (All kinds of people living nearby and also a lot Chinese students in Stony Brook University need their native food.) Consumer Segmentation Variables 1) Geography Local residents; Stony Brook; Centereach, Smithtown and so on. 2) Demographics Young college students Age 18- 24 would probably eat at Forbidden City 3) Product Relatedness Benefit consumers in pursuit of low calories and good taste in a low price. 4) Psychographics a) Busy consumers People demand fast, convenient food to fit their busy lifestyle. Many working Americans lead fast-paced lives with little time to prepare lunch or dinner. With the number of dual-income families on the rise, as well as longer working hours, eating lunch or dinner out is often the easiest and most convenient option. b) Increased emphasis on health and quality The American culture is becoming more health-conscious. Low-carb, low-fat, and low-calorie crazes, have contributed to Americans' demands for healthier and better quality food. Restaurants are responding to these demands by adding healthier food selections to their menus. ...read more.

Conclusion

Marketing Research: 1) Online Survey on our own website, Facebook 2) Paper Survey in the newspaper 3) Telephone Survey for selective customers Sustainability of the Product . Economic Benefits Criteria: It is good for the U.S. economic that the restaurant will bring U.S. some job opportunities which the unemployment will be reduced and also bring U.S. more taxes. Environmental Benefits Criteria: To environment, the restaurant will only use recycled plastic box or plates that will not influence the eco system. Social Benefits Criteria: The fast growing development of China attract U.S. people to find out more about this mystery country, hence, food will be good thing for them know more about this country; as a result, there will be a large growing demands for Chinese and healthy food in the U.S. It will be a long time for the restaurant to develop and develop more subsidiaries. Furthermore, the restaurant will also take some convenience to society, if people, who do not like cooking at home, can eat at the restaurant which brings them a lot convenience, after all, eating lunch and dinner is a necessary thing to do in everyone's everyday life. ?? ?? ?? ?? 1 | Page Forbidden City Restaurant ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our University Degree Marketing section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related University Degree Marketing essays

  1. Show Circuit Frozen Dog Dinner - Case Study.

    Total dog food sales $608 US sales in Boston (1.2% of National Average) $7.30 Boston area Supermarket sales (51% of sales) $3.72 Broken down by category... Sales by Category: National Sales (In millions) Boston Area Sales (In millions) Boston Area Supermarket Sales (in millions)

  2. Nike marketing case study

    example, the market share in the world, reputation, brand image and customer loyalty. 4.1 Changes in Market Trends, Consumer Tastes and Preferences Nike needs to stay on the top of changes in consumer taste and preferences as evidenced by changes in fashion.

  1. Chapter Notes on Marketing Management by Philip Kotler 10th Edition

    This countertrade can take several forms: - ? Barter: The direct exchange of goods, with no money and no third party involved. ? Compensation deal: The seller receives some percentage of the payment in cash and the rest in products. ? Buyback arrangements: The seller sells a plant, equipment, or technology to another country and agrees to accept as partial payments products manufactured with the supplied equipments.

  2. Marketing case study. How Bisleri bottled water competes in Jaipur. As far as executive ...

    OTHER COMPETITORS ...26 CHAPTER-2 MARKET OVERVIEW ...27 2.1 INTRODUCTION TO JAIPUR- THE PINK CITY ...28 2.2 JAIPUR GUIDE MAP ...30 2.3 MARKET COVERED ...31 2.3.1 MARKET A ...31 2.3.1.1 M.I ROAD ...31 2.3.1.2 RAJA PARK ...31 2.3.1.3 JAWAHAR NAGAR ...32 2.3.1.4 M.D ROAD ...32 2.3.1.5 NARAIN SINGH CIRCLE ...32 2.3.1.6

  1. Wow Birthday Restaurant Marketing Plan

    63122 76511 139633 3.3 Demographic According to to the search in the website of Office for national statistic, the proportion of different races and numbers of people in each ages level in Preston area can be see below and right sides : 3.3 Restaurant Industry Analysis: 3.3.1 Trend and Drive 1.

  2. Electric skateboard survey on the UCI campus

    Shuttle (Anteater Express) - .25% 5. OCTA Bus - 4.65% 6. Train - 1% 7. Walk - 22.70% 8. Bike - 10.30% 9. Telecommute - 2.20% 10. Working outside the area - .89% Note: -The numbers for students commute behavior are NOT included -Skate devices? usage is not tracked (yet)

  1. STARBUCKS CASE STUDY

    the other hand will help Starbucks to do their work even less period of time as they will have more employees working for them. ANSOFF MATRIX: Ansoff?s Matrix of Starbucks: Existing New Market Penetration 1. Espresso 2. Cappuccino 1. Mild, smooth and bold coffee?s Product Development 1.

  2. Relationship Marketing as Sustainable Competence a case study of Wateen Pakistan(Dissertation)

    The literature that would be reviewed would reflect marketing strategies and quality of service for bringing sustainability in the long run. 2.1 BRAND COMMUNICATION A significant source for company sustainability is the development of a brand. It could be communicated by following above-the-line communication and below-the-line communication.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work