Making Habits

We want from our target market to get under ones skin a clothes of eating their meals in our restaurants. If we atomic return 18 able to reach them, this will do us to grow at the end of the first year. In admittance to this, we shit another objective which is to decrease the recite of passel who are not aware and the great unwashed who are resisting to not purchase our goods. In this facial expression, we are planning to encour geezerhood them to taste our results and take their opinions about them to arrange our goods according to their needs and wants.Stressing our competitive advant time to our target customers is our another address which makes them loyal to our restaurants.Identify the market subdivision for the harvest-home and explain wherefore this segment was selected. Beca intake we are producing goodish unwavering foods for unalike diet programs, mass marketing does not fit our marketing strategy. Therefore we segment the market ground on Demographi cs.For example, if gender is taken into consideration, woman and man should take different amount of calories per day in roll to carry on their workaday activities. Besides, amount of calories are taken by young community, adults, and elderly people changes as well according to their heights, weights, and activity take aims.Therefore when our customers come to our restaurants, they should be able to find a food that high hat fits their diet in order to be satisfied. Moreover, we also segment the market based on geographical as well. In this case, we are planning to run our business in joined States because there is a high demand for healthy foods since people want to live healthy and longer.Discuss the target market and why these customers will be targeted. We segmented market according to peoples ages and genders. We decided to target people whose ages are between 18 and 64 or more and tried to visualize out the market size.According to US and World Population Clocks in the US census confidence web page, there are 309,092,421 people living in the States now. Again, according to the report posted on US Census Bureau, Meyer (2001) express that people whose age is under 18 is 26 percent, people whose age is between 18 and 64 is 62 percent and people whose age is more than 64 is 12 percent of US creation.So if we claim that the percentage of people whose ages are between 18 and 64 or more remain unchanged from 2000 to 2010, the total population of young people, adults and elderly people is now 228,728,319. 62%+12%=74%, 309,092,421? 74%). Moreover, if we feign that 50 percent of this amount is woman and 50 percent of it man. So we have 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 bets that targeting this segment is profitable. Furthermore, this market size passel grow in the future because in 2000 the total US population was approximately 281 million according to US Census Bureau 200 0 report. (Meyer 2001).Today, as I mentioned above it is nearly 309 million. Conduct a SWOT (strength, weakness, opportunities and treats compend for company. champion of our strengths is offering healthy foods. Our menu contains foods that they are rich in scathe of protein, vitamins, mineral etcetera which play an important role in the body structure of human body. Secondly, while we are preparing our menu, we consult nutritionists about the ingredients, the types to enhance the transition and cooking techniques. In addition to this, our customers laughingstock benefit from the dietician overhaul on every Mondays, and Fridays between 1-5pm. They can ask their questions and have a chance to take medical support.Moreover, we are using organic and uncontaminating foods while we are cooking and these vegetables and ruits are incurd and picked diligently. This is also one of our strengths that answer us to meet our customers expectations. Unfortunately, we have also some weakn esses as well. One of the most important weaknesses of our healthy fasting food restaurant is our prices. To produce organic vegetables and fruits is very costly. Therefore this is debateed in prices of those kinds of products. Because organic foods are life-or-death ingredients of our foods, we also 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 inflamed foods much(prenominal) as fried chicken, fried potato, hamburger etc. our foods whitethorn not fit the peoples tastes. Beside our strengths and weaknesses, we have also some opportunities orgasm from macro environment.Firstly, people love eating in Unites States and they like to neck about different and new foods. In addition to this, United States is the best place to run a fast food restaurant because of beingness a home country of fast food industry. Secondly, number of telling people is increasing day by day in United States because of overeating fast foods.Since these kinds of meals are unhealthy and they can cause in force(p) health problems, this makes people more conscious while they are do decision about food choices. Therefore they tend to eat more healthy foods. Thirdly, organic food industry is growing in Unites States and people tend to consume organic foods because of being healthful compared to regular vegetables and fruits.Furthermore, number one fast food chains such as McDonalds, Burger ability, 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 advanced a lot to prepare fast and healthy foods. This leads fast food restaurants to work more efficient. We also have some threats caused by macro environment as well. For example, people may not have enough purchasing power to buy healthy foods. In this case unhealthy foods seems cheaper to them. Therefore they may tend to opt unhealthy fast food restaurants.Besides, organic foods are expensive. As a result, restaurants that are not using organic foods charge 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. name the market position for your product and swear out When we are positioning our product, the part 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 many competitors however our number one and well known competitors are McDonalds, Burger King, Subway, Taco Bell, Wendys and others.In figure one, circles which are depicted closely represent our competitors and the upper circle represents our fast food company. The competitors circles are depicted closely because they are perceived more or less 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 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 ever so serving healthy foods to our customers. Besides, we are offering free dietician assist for our customers. Our customers can ask their questions and get a customized service. In light of these facts, our product tone of voice is high relative to our competitors. price Xs sizable Fast Food Restaurant Low qualityHigh quality Our competitors Figure 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 figure 1 it ca n be seen that our competitors dominate 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 bouncing Fast Food Restaurants are producing both tangible product (i. e. food) and nonphysical product (i. e. dietician service). In service industry customer propitiation is very important. If a company satisfies their customers needs and wants, they move 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 measure the cheer 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 some(prenominal) questions that measure the qual ity of service.If we put servqual surveys on customers table and request to pick them after they finish 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 reference said that the service providers task is to make the service tangible in one or more ways (Kotler 1999 p. 648). In this case, we should find some ways to make our product tangible.For example, if we give immensity to keep our restaurants clean, our customers may think that we prepare our foods diligently. Providing a qualified and officious service can be another way to make our product tangible. If consumers see how we deliver our service quickly, they always prefer us.ReferencesKotler, P. (1999). Principles of marketing. New jersey PrenticeHall Winner, S. R. (2004). Marketing management New Jersey Pearson PrenticeHall Meyer, J. (2001). Age2000. US Census Bureau. Retrieved April 8, 2010 from http//www. census. gov/prod/2001pubs/c2kbr01-12. pdf