A 17th century restaurant analysis
...e restaurant industry are split up into two sectors, summer and winter. Summer usually situates itself in the period between May and October unless an early summer is due. People, locally, tend to go out much more often during the summer period due to favorable weather conditions and the fact that more holidays are offered during this period of the year due to feasts etc. This obviously results in an increase in both pedestrian and destination traffic. Highest increase is seen during weekday evenings and weekends. Winter situates itself between November to April. During these months, the local tendency is to go out more on weekends especially evenings and there is a decrease in the amount of people going out in weekdays. There is also and increase in Sunday out lunches and dinners in cozy restaurants due to the weather. Still, being either summer or winter, the opening of a new restaurant attracts a lot of people given them a new opportunity a new place to go to and enjoy themselves. Market Target Selecting a smaller market is more potentially profitable due to less tight competition. By adopting the concentrated marketing approach, we will aim to attract a certain type of clientele as our potential customers. When our clientele is established we can focus on solely satisfying their needs by ‘tuning our products and services’ accordingly and so manage to retain them as our customers. Product Positioning The local market offers few restaurants with a 17th century setting. This means an unoccupied position, or better, a hole in the local market, which we are going to fill in with the opening of the ‘Tamarisk Restaurant’. Its originality will be used to position us in the market as “Excellent food in the most beautiful of surroundings”...