For Assignment #1, you will conduct secondary research, a situational analysis, and S.W.O.T. for a client of your choice. Your client will be a brand that is of interest to college students. The challenge is to investigate student perceptions of the brand and make recommendations to your client for improving on the current situation.
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Problem Definition.
INSTRUCTIONS
oOverall problem - Identify the problem you seek to solve.
oKey questions for research - writing the research question or questions. The
balance of your project will address the overall problem by seeking answers to your research question(s)
Situation Analysis (Secondary Research)
oSummary of secondary research findings.
oIdentify the brand, category, key competitors, existing research findings.oInclude SWOT analysis.
oInclude complete, properly formatted list of references as appendix.
FORMAT - What your report must look like (2 points)
four to six pages using Times Roman or equivalent 12-point font, 1" margins, and also being double spaced. Be sure to include your full name, course name and number, section number, and date.
Correct grammar, spelling, and punctuation are required, and points will be deducted for errors.
EVALUATION - How your report will be graded
Assignments will be graded based on adherence to all requirements, thoroughness of answers, accuracy, and creativity.
In e im Re #1: Ha e Re a an & B e P b Isabel Vargas Kelse F rton Emil R doni Erin Henschel Ethan Hilner Dre Kr k P blem Defini i n Harper s main target market c rrentl incl des both male and female pper-class Michigan State st dents bet een the ages of 21-25. The problem e intend to sol e is: ho can Harper s gain c stomers for their resta rant d ring da ho rs? Harpers is s rro nded b man competiti e bars located steps a a from each other. Some of their biggest competitors consist of Rick s, Fieldho se, The Ri , Lo & Harr s, B ffalo Wild Wings, and Hopcat. Of these main competitors onl t o, B ffalo Wild Wings and Hopcat, ha e a consistent l nch cro d. Both q alities that theses resta rants capitali e on is the fact that the ha e large beer selections as ell as being the perfect spot to atch sporting e ents. Harpers has both these q alities as the are their o n bre p b as ell as ha ing a plethora of Wall mo nted TVs. What harpers needs is a promotion to bring in ne c stomers to sho them tr l hat the resta rant can offer. Harpers is solidified as a hotspot in East Lansing at night b t it also has the tools to s cceed in the da time. We are seeking to change the perspecti e of Harpers as being onl a bar. We ant to sho people in the area that it can be a great place to grab some food ith friends or famil d ring the eekda s. Harpers seems to c rrentl foc s on the bar aspect of their b siness, rather than targeting more b siness to come in and dine for l nch and dinner. Primaril , o r aim is to se o r research to determine ho Harper s Resta rant & Bre P b can increase their c stomers in the resta rant, rather than solel the bar at night. We ant to target c rrent st dents, al mni, famil members, and locals to dine in and enjo either l nch or dinner at the resta rant. Man people ma not be a are of the food and drinks a ailable d ring the da . We also ant to compare Harpers to it s local competitors and see ho the dra in b siness d ring the eekda s. Re ea ch Q e i n What are some reasons h Harper s is s ch a pop lar spot for MSU nightlife? Wh is Harper s not doing as ell as it s competitors? What do the need to ork on? What additions to the resta rant o ld make it more appealing for l nch goers? Is Harper s food men s fficient to satisf the t pical st dent? If not hat needs to change? If Harper s alread has the infrastr ct re to be a s ccessf l l nch spot is ad ertising the final step to achie e o r goal? What demographic is Harper s missing? Where can the e pand be ond the t pical pper class st dents? Ho significant o ld l nch specials or a happ ho r for harpers to gain significance in those earl ho rs of the da ? Si a i n Anal i SWOT Anal i S eng h Great location Great atmosphere (m sic, friends) Established c stomers Attenti e staff Weakne e High prices Poor marketing for e ents A erage food q alit Q alit of restrooms O ni ie L nch specials Happ Ho r deals Variet of beers and cocktails Hosting e ents Th ea Competition in local area Underaged c stomers Resta rants ith better food College st dent b dget S eng h G ea loca ion: Harpers is located con enientl o tside the Michigan State camp s. It is near the majorit of off-camp s apartments and ho ses for mostl pper class st dents. Man st dents o ld sa Harpers is alking distance a a from here the li e hich makes it easil accessible for st dents that ant to go o t ith friends d ring the eekend. G ea a mo phe e: Harpers has a great nightlife atmosphere. Whether it is game da , or a night o t d ring finals eek, st dents al a s ha e a f n time at Harpers. The DJ s that are hired to perform on the eekends are highl skilled and can make an one dance and la gh ith friends. The ha e bright strobe lights near the dancefloor that ties in a cl b atmosphere that st dents seem to enjo . E abli hed c ome : People that are freq ent bar-hoppers tend to make Harpers their n mber one choice hen the go o t. In fact, Harpers as oted as being one of the nation ide Top 10 Bars b Barstool Sports in March of 2019. MSU st dents oted for Harpers on Barstool Sports T itter Poll. Upper-classmen at Michigan State do not mind aiting in Harpers long line that sometimes fills p the hole block. A en i e aff: The bartenders, aiters, and bo ncers at Harpers are er hard orking. Regardless of ho cra the atmosphere gets, the al a s make an effort to approach c stomers and see if the need an thing. The are also er q ick and efficient hen taking orders and making drinks. The staff also creates a great atmosphere ith their f n and positi e attit des, e en on their b siest nights. Weakne e High p ice : H arper s prices of food and drinks are a little high, especiall for their target market, hich is college st dents. The food is s bpar and sho ld be cheaper than it is. College st dents normall ork a part time job, ith an a erage income. On top of that, st dents ha e to pa for rent, school books, groceries, and e ternal site memberships for classes. When going o t, st dents o ld prefer to go to bars that ha e nights like Half Off Drinks or l nch specials. Poo Ma ke ing: On Harpers Instagram page, their highlight reel for Night O t has more content than their Eats reel, sho ing the are foc sing more on marketing their bar than their resta rant. Most of their e ents and deals also pertain to drinks and not food. A e age Food Q ali : According to TripAd isor, Harpers as rated in the food categor , sho ing most c stomers ie their food as a erage. Hopcat as rated and B ffalo Wild Wings as rated a 3.5/5 sho ing that c stomers prefer their food o er Harpers food. Q ali of Re oom : The restrooms at Harper s definitel need impro ement and better maintenance. One of the doors doesn t lock, one or both of the hand dr ers is s all broken, and the r n o t of paper to el and toilet paper er q ickl . Someone co ld definitel make more of an effort to take care of the restroom, especiall the omen s, as there are al a s a lot of people in there. O ni ie L nch Special : B adding l nch specials ke items on the men o ld be perfectl in line ith o r t pical college st dents b dget. B tili ing a special people o ld be more likel to tr hat Harpers has to offer and be more likel to come d ring normal l nch ho rs for their fa orite dish. Happ Ho : B implementing a happ ho r d ring the da Harpers o ld be able to get more c stomers in the door and see hat a great e perience the resta rant tr l is. Va ie ie of bee and cock ail : Tho gh Harper s definitel has its competitors, the ha e a strong s it, hich is their great drink selection. Not onl do the bre their o n beer, b t the also ha e an endless combination of be erages, and the ne er ha e shortages. Ho ing e en : Hosting more e ents co ld be a great a for Harper s to not onl gain more b siness, b t establish a great medi m for ad ertising. When people attend e ents, the take pict res, post abo t them, and tell their friends abo t them. That o ld be great e pos re for Harper s and a great a to spread the ord abo t their b siness. Th ea Local Compe i ion: There are man psides to o ning a b siness in the heart of do nto n East Lansing b t this also presents a plethora of threats. Within a 0.5 mile radi s of Harpers there are a total of 19 other resta rants a ailable to st dents for dining. Unde aged c ome : It s er apparent that college st dents nder the age of 21 ha e fo nd their a into a fe bars aro nd Camp s. This co ld be er bad for Harper s b siness if nderaged st dents are ca ght drinking at their en e. Ho e er, e co ld possibl target the nderaged st dents that can t be going to the bars, to go to the resta rant d ring the da to enjo l nch or dinner instead. Re a an i h be e food: It s no secret that Harper s is kno n for their late night cl b/bar scene b t for the people ho are a are of their resta rant don t think the food the sell is p to the same standards and q alit of the resta rants located aro nd them. Of the 20 resta rants that c rrentl do b siness in do nto n East Lansing, Harper s holds the second lo est rating. According to google re ie s, Harper s c rrentl holds 3.2 o t of 5 star rating. College den b dge : The b dget of Harper s main target, college st dents, is limited. St dents can t afford to go o t se eral times a eek and order a b nch of food and be erages. So, the need to find a s to attract more people to their en e that aren t so limited as to hat the can p rchase. Sec nda Im Re an Fac ce Finding When Dining O According to the Mintel Database, cons mers ranked their most important factors in dining o t at resta rants. Ser ice q alit and location ere ranked the highest, hich are t o of Harpers strengths. Ho e er, atmosphere and drink options are ranked in the middle or belo , hich are also Harpers strengths. This means that some of Harpers best q alities are not seen as an important factor to the dining e perience to their cons mers. Dining O A i de The chart abo e displa s cons mer attit des to ards dining o t. We disc ssed pre io sl that Harpers has a lo al c stomer fanbase, hich co ld be a disad antage for them in some aspects, beca se the highest percentage of respondents reported that the are more likel to tr a ne resta rant for dinner. The second highest percentage of people reported that the are more likel to dine o t hen there are promotional deals, hich is something Harpers co ld se to their ad antage hen marketing their resta rant. P la F d I em When Dining O The chart abo e sho s the most commonl ordered men items d ring dining o t, in correspondence ith age gro p. Harpers is at an ad antage beca se the ha e both sand iches, raps, and salads on their men . This information co ld gi e insight to Harpers on hat food items the sho ld market the most or ha e promotional deals on. For e ample, a college aged st dent ma be more likel to dine in at Harpers if the ha e a promotion on sand iches compared to baked goods. Dining O M i a The chart abo e reports on cons mers moti ation for eating o t. Time ith famil , special occasions, and time ith friends are the biggest moti ators for eating o t, hich means Harpers sho ld foc s their marketing to ards these aspects. For e ample, the co ld hold promotional e ents specificall aro nd grad ation time, hich is a special occasion and ill lead man people to dine o t. Alcoholic be erages are sho n to be a lo moti ator for dining o t, hich is something Harpers co ld take into acco nt beca se the market their drinks hea il . A endi Harper's Resta rant & Bre p b, East Lansing - Men , Prices & Resta rant Re ie s. T ipAd i o , .tripad isor.com/Resta rant_Re ie -g42159-d617149-Re ie s-Harper_s_Res ta rant_Bre p b-East_Lansing_Ingham_Co nt _Michigan.html
