Marketing and Information Management

MDP

Management Development Programme

Group Details

SBL GROUP JHB101A

ACADEMIC YEAR 2011/01

PLACE JOHANNESBURG

QUALIFICATION 75213 MDP (JAN)

LEVEL 1

ASSIGNMENT DETAILS

MODULE NAME: Marketing and Information Management

Part 2

MODULE CODE: MDP113P

DUE DATE: 25 March 2011

TEAM MEMBERS:

Mr K T Phatlane, Mr A Vermeulen, Mrs W Nkosi, Mr R Ncube, Mr D J Veldman, Mr S Mafune, Mr J Lerumo

Index

1. Situation Page 2

2. Behaviour Factors Page 3

3. Market Needs Page 4

4. SWOT Analysis Page 5

5. Qualitative Research Page 7

Market Research Project

"Marketing research is the systematic design, collection, analysis and reporting of data relevant to a specific marketing situation facing an organization"

New Informal Restaurant Group

Shisa Nyama (Braai Meat)

1. Situation Analysis

Shisa Nyama will be an informal self braai restaurant that will attract people from all ages and all walks of life. The marketing situation was an overall research to get as many opinions and comments as possible.

Market Summary

Research was based on the following:

Market Demographics

The profile for Shisa Nyama's customers consists of the following: Geographic, Demographic and Behaviour factors.

Geographic's

* Our immediate geographic target would be the town of Stanger North Of Durban with a population of 59899 people.

* A 10 km geographic area is in need of our services.

* Stanger is a gateway to the north towards Zululand.

Demographics

* Male and Female

* Adults and children

* Ages 7-70, this segment makes up 63% of the Stanger market

* Middle to High LSM

* Eat out several times a week

* Not content on healthy meals, but rather filling meals at good value

Behaviour Factors

* Enjoy large portion tasty good value for money meal

* Enjoy traditional type meals and staple dishes

2. The following steps were used to compile a list of critical areas to researched

1. Location

Where would you like such a restaurant to be?

a. Close to public transport - 38,75%

b. In central town with safe parking - 61.25%

2. Demographics

How many times a week would you visit Shisa Nyama?

a.1 - 33.75%

b.2 - 31.25%

c.3 - 35%

Do you prefer formal or informal restaurants?

a. Formal - 45%

b. Informal - 55%

Do you prefer traditional menus?

a. Yes - 60%

b. No - 40%

3. Financial

How much do you spend on eating out every month?

A .Less than R500 - 65%

b. More than R500 - 35%

4. Legal

What type of fire is safe to use?

a. Wood - 52.5%

b. Charcoal - 47.5%

5. Concept

What do you think about the concept?

a. Good - 71.25%

b. Will not work - 28.75%

Would you make use of the self braai option?

a. Yes - 58.75%

b. No - 41.25%

Market Needs

Shisa Nyama will be providing its customers with a wide meat selection and a variety of tasty add-on's. Customers choose their preferred cut of meat at desired price. There will be burning fires outside in a boma type ambience where they will be able to prepare their own meat to their own taste and socialise with like minded people

* Selection

A wide selection of traditional dishes will be served

* Accessibility

The patron can gain access to the restaurant with minimal waits and can choose the option of dine in or take out

* Customer Service

The Patron will be impressed with the level of service that they receive

* Competitive Pricing

All products/Services will be competitively priced.

Market Trends

The market trend for informal/Self Service restaurants is heated towards the socialising customer, with a diverse appetite.

* Food Quality

Although it would be a lower income informal restaurant there will be no compromise on quality and type of meat used.

* Presentation

Presentations of traditional meals

...