Marketing Analysis: The Garden Grill Includes Consumer Analysis, SWOT Analysis, Break-Even for a new business using real data.

Part I - CONSUMER ANALYSIS

§Needs:

-Convenience

-Taste

-Quality

-Affordability

-Feel good about what they are eating

-Friendly, fun, casual, relaxed atmosphere

§Demographics:

-Age: eighteen to fifty-five

-Income: Range from less than $15,000 to over $60,000

-Occupation: Range from full-time students working part-time jobs to business professionals.

-Ethnicity:

Caucasian Non-Hispanic - 26%

Hispanic - 48%

African American - 18%

Other - 6%

-Location of Residents: College students not living at home, students who take courses at night, people who work long hours, and families interested in healthy eating choices

§Psychographics:

-Health conscious

-Limited time for lunch and dinner

§Consumer Behavior:

-Eat meals outside their home several times a week

-Live active lifestyles

-People who are striving to maintain a more balanced diet

§Involvement Level:

-Limited Involvement

-Prefer a healthy alternative to fast food

Part II - SWOT ANALYSIS

§Strengths:

-Low start-up cost with high potential revenues.

-Commitment to quality customer service with a comfortable, fun, and friendly atmosphere.

The Conyers Depot, now the Conyers Welcome Center,...

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-Experienced management and staff.

-Offering variety of options for lunch and dinner.

§Weaknesses:

-Target Market centers around Miami-Dade area, which limits potential customer base.

-Limited resources may restrict growth opportunities, such as advertising and name recognition, when compared to giant competitors.

-The existence of other lower-quality, lower-price fast food competitors such as Burger King and McDonalds may limit growth.

-Lacks national awareness and distribution.

§Opportunities:

-Convenience is important to today's consumer due to fast paced lifestyle.

-Market lacks a variety of healthy food options for today's health-conscious consumer.

-New market, few competitors.

-Consumers are willing to spend more for better quality, better tasting healthy food.

§Threats:

-Competition from existing restaurants.

-Slightly higher prices may limit access to mass markets.

-Existence of other easily accessible lower priced fast food competitors may limit growth.

Part III: BREAK-EVEN ANALYSIS

Electricity$350.00

Food$2,000.00

Rent$1,600.00

Equipment (3 yr...