Business Policy
J-Food has an opportunity to become the first one to shift in the "all-you-can-eat steak buffet" notion to grow into a market leader. The steady attractiveness of steak along with a perception of economy in buffet seems to be the perfect combination in foreign markets and is bound to produce the same results here (Clancy et al., 2000).
By analyzing the situation in the market, we have characterized groups into various subdivisions. The only exclusion comes when we characterize our subdivision for lunch. We strongly trust, and have observed, that a much widespread desire prevails for this lunchtime slot because our pricing is on the economical side and includes our J-Food's Specialty Beef burger. The following are our targeted subdivisions (Clancy et al., 2000).
* Age -- Aged, Baby-Boomers, youthful couples with children, and labor of all areas.
* Family Unit -- We will send requests to small families with infants or large families with kids under the driving limit. Mostly, our customers have families with two earners.
* Gender -- We are trying to evenly focus on both genders with a little favor towards the males because they are more likely to eat more red meat.
* Income -- We will plea to the higher-low level income families to everyone in the middle income stage.
* Occupation -- We will aim the labor class, youthful experts with a family, and majority of mid-America.
* Education -- We will target the high school alumni, or persons with some college degree
By our description, we will have a wide plea for our conception. It is our objective to become the first choice restaurant for majority of the Americans (Clancy et al., 2000).
Target Market Segment Strategy
J-Food proposes to provide to the bulk of mid-America. We prefer this group for many significant reasons. Primary and principal is the absolute size. With our eateries having a placement of around 400 persons, we will require a wide bottom and major requirement of the food accessories, parking and sitting space to accommodate them. It's our target to have an enough for everyone, every time (Joshi, 2005).
Secondly, it is an extremely important user group. In previous years, Americans ate out around 3.7 times per week (that means dining out on alternate nights). They are on permanent incomes and look for good relationship with respect to value for money (Joshi, 2005). Finally, this collection will see a significant expansion in their figures for the next 10 years. If we can carry on to fulfill the demands, we can observe same store enhancements for the same time period. We will nevertheless adjust according to their varying requirements and set of choices to sustain their allegiance. For majority of the part, this group of people is in a hurry because of time constraints, so our buffet approach suits their service perfectly (Keller, 2002).
The plan for lunch is two-fold. Firstly, we are offering brand new ground J-Food's Specialty Beef burgers to try to fulfill everyone's need for hamburgers in America. Mostly people deal with sandwiches for lunch, not elaborate lunches. About 50% of our hot meals will be substituted with cuts of tomatoes and onions, pickles and relish, and diced or whole lettuce. Our visitors will select their J-Food's Specialty Beef burger at our show area, along with melted cheese or chilly BBQ sauce, and self serve to the best French fries in the region because of our extraordinary mixture of spices. A freshly grilled succulent J-Food's Specialty Beef burger is too hard to resist (Keller, 2002).
Secondly, so as to vigorously compete in the fast-food business we aimed to maintain a lower price point in the lunch time. Presently at $12, our offerings are numerous and we are just over the QSR segment. Along with a variety of fast food items, our menu incorporates drinks, salad, sandwiches, fries, and dessert. We have decided to decrease the fast food variety in the dinner menu, which will be helpful in maintaining and aligning the food expenditures to reduced prices. The motive of this tactic would be to create a winning situation for us in preserving our core market segment along with expanding the customer base in the lunch time to incorporate teenagers, professionals, and singles (Lenskold, 2003).
Market Needs
The targeted market faction which we selected is observed as favorable by J-Food. According to a latest Consumer Reports on Eating Share Trends (CREST) survey, following are the necessities on which we will accentuate in J-Food (Patterson, 2008). Our established core faction:
* Looks for strong value.
* Requires assortment along with taste in the menu.
* Gives importance to swiftness in providing service.
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