Micromarket Analysis by Plate group - Steak Houses comparison

---------- Forwarded message ----------
From: Thea Pineda <vgpmd518@gmail.com>
Date: Sun, Jan 27, 2013 at 12:22 AM
Subject: Fwd: Micromarket
To: profjorgeentrep.ateneo@blogger.com
Cc: judz md <judithcabanella@yahoo.com>, Hope Lapating <hpl_640@yahoo.com>, Loralie Miranda <lalamiranda.md@gmail.com>, GINA NAZARETH <gina.nazareth@yahoo.com>

                                  MICROMARKET Assignment : Subject - Steak House

PLATE GROUP :

      Judith Cabanella ; Thea Girado-Pineda; Hope Lapating; Gina Nazareth; Loralei Miranda

We shall be comparing Tony Roma  and Outback steak house based on the ffg premise.

    1. Customer segment wants & needs

     2. Competitor

     3. Location

OBSERVATIONS 

                   TonyRoma (Ribs/Seafoods/Steak)            Outback Steak Hous

Ave.Price..             1,000-1,500.                                       1,000-1500.

                     They have better promo deals

LOCATION:   Both are located at Glorietta 4

       Outback - located right at the corner of Glorietta 4, fronting taxiline and across SM on the right, and fronting Glorietta 4 & Intercon.

                    - seen by private cars & mrt commuters as well as pedestrians. Hotel guest have to cross the street for them to go to Outback. If they are chauffer driven, drop off point is at the mall entrance. Thus can be seen only from the outside.

                   

     Tony Roma - located right beside the mall entrance/exit and Ascott Hotel. Although its entrance is outside the mall, it can be seen from inside  as well, since it appears to be  at the corner of the  mall lobby where the entrance & exit gates are located, in addition to its advantage being the drop off/pick up area where customers would encounter first before Outback.

Ambiance

       Outback - 2 floors, with huge bar counter, and several high table/chairs.  Dark & rustic ambiance. 2nd floor is mainly dining. First floor is more of a Sports Bar and access to 2nd floor cannot be seen from the outside, thus first-time customers would think it to be purely bar/steak house.

       Tony Roma- 2 floors, with smaller bar counter usually for mixing and serving only. Few high (bar) chairs, but with several standard tables. 2nd floor is mainly dining.

                     - more lively and cozy with just the right amount of lighting, not too dark, with very attractive neon lights and well decorated for that inviting look. Busier and gives an impression of a family-oriented steak house. you can see the stairs from the entrance door, giving the impression of " more seats upstairs".

COMPETITOR

       Outback - it is beside Chinese restaurant ( dining competitor- Modern China )

        Tony Roma - it is beside Krispy Kreme &'Bread talk,from the inside ( not really a competitor but would compliment for desserts/ coffee.). Outside is Ascott Hotel .

   

CUSTOMERS

      Outback - usually middle -aged, and expats w/ exotic-looking "pinays", yuppies, executives  

      Tony Roma -  family oriented. With mostly young teens to senior citizens. They also have children since they have promotions for Birthday parties as young as 1 yr old.

                The nice ambiance is ideal for all ages and being right at the drop off/waiting area is an advantage for being the first to be seen. <more observation please you can recall without going back to the steak house?>

     

  

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