Marketing and Information Management
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Management Development Programme
Group Details
SBL GROUP
JHB101A
ACADEMIC YEAR
2011/01
PLACE
JOHANNESBURG
QUALIFICATION
75213 MDP (JAN)
LEVEL
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
Situation
Page 2
Behaviour Factors
Page 3
Market Needs
Page 4
SWOT Analysis
Page 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 Nyamas customers consists of the following: Geographic, Demographic and Behaviour factors.
Geographics
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
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%
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%
Financial
How much do you spend on eating out every month?
A .Less than R500 – 65%
b. More than R500 – 35%
Legal
What type of fire is safe to use?
a. Wood – 52.5%
b. Charcoal – 47.5%
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-ons. 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