Cuprins
- 1 Introduction 5
- 1.1 About the company 5
- 1.2 What challenges is the company facing? 6
- 1.3 Problem formulation 6
- 2 Methodology 6
- 2.1 Data Collection 6
- 2.1.1 Primary data 7
- 2.1.2 Secondary data 7
- 2.1.3 How to obtain our data? 8
- 2.1.4 Validity and reliability of data 8
- 2.2 Choice of Theories 9
- 2.2.1 Consumer behaviour analysis 9
- 2.2.2 Seven P Formula 11
- 3 Structure of the project 12
- 4 Analysis 13
- 4.1 Customers of Ristorante Monello 13
- 4.1.1 Customers overview 13
- 4.1.2 Buying behaviour analysis 14
- 4.2 Marketing mix of Ristorante Monello 17
- 4.2.1 Product 17
- 4.2.2 Place 19
- 4.2.3 Price 20
- 4.2.4 Promotion 20
- 4.2.5 People 21
- 4.2.6 Process 22
- 4.2.7 Physical Evidence 23
- 4.3 Marketing strategies of Ristorante Monello 24
- 4.3.1 Advertisements campaigns 24
- 4.3.2 Website presentation 24
- 4.3.3 Social media presence 25
- 4.4 Recommendations 26
- 4.4.1 Customers benefit programme 26
- 4.4.2 Profile on Instagram 26
- 4.4.3 English website 26
- 4
- 5 Conclusion 27
- References 28
- Books 28
- Websites 28
- Journals 29
- Interviews 29
- APPENDIX 1: Project Plan 30
- APPENDIX 2: Log book 32
- APPENDIX 3: Process Evaluation 33
- APPENDIX 4: Questionnaire research 35
- APPENDIX 5: Interview with the manager 38
- APPENDIX 6: Popular times in Monello 40
- APPENDIX 7: Images and photos 42
Extras din proiect
We have chosen to do a case study of Ristorante Monello. We made this choice
because of easy access to data collection. We would like to focus mainly on the customers
of our chosen company and on marketing strategies of the company.
1.1 About the company
Ristorante Monello is an Italian
restaurant which has been located
in Næstved since September 2010. The
name of the company does not have
special meaning; it was developed from
the name of the owner (he is an Italian
called Ninello). It is a part of a small chain
of three restaurants, the two others are in Karrebæksminde.1
They described themselves as an authentic Italian restaurant of the highest class
where they keep typical Italian food traditions. Monello offers such a wide range of food
selection, all their food is made from fresh Italian or Danish ingredients and according
to their website presentation, the food is made with Italian love2.
The restaurant has no specific target group, they concentrate simply
on everybody, from families with kids to people who would like to have their business
meeting in such a nice location3. You can find a smoking room in the restaurant and also
specially equipped playground room for children.4 Ristorante Monello is also easy
accessible for people with disabilities - people have an access to the restaurant through
an elevator.
1 Interview with the manager of Monello. See Appendix 4.
2 Ristorante Monello - Italiensk restaurant i Næstved,. 'Ristorante Monello -
Italiensk Restaurant I Næstved - Udsøgt Italiensk Mad Og Helt Unik Udsigt Fra Toppen
Af Næstved'. N.p., 2015. Web. 20 Oct. 2015.
3 Interview with the manager of Monello. See Appendix 4.
4 Ristorante Monello - Italiensk restaurant i Næstved,. 'Ristorante Monello -
Italiensk Restaurant I Næstved - Udsøgt Italiensk Mad Og Helt Unik Udsigt Fra Toppen
Af Næstved'. N.p., 2015. Web. 20 Oct. 2015.
Picture 1: Logo of Ristorante Monello
Source: fb.com/monello.dk
6
1.2 What challenges is the company facing?
Firstly, Ristorante Monello has no specific target group. We assume that they
would like to have a better understanding of their consumers’ behaviour from which they
can improve themselves and provide services adjusted to their consumers’ needs and
expectations.
Secondly, all restaurants are depended on “seasoning effect”. There are many
parameters, such as weather conditions, period of the week or period of the day, which
may have influence on the number of customers in the restaurant.
Lastly, Monello may face challenges within the promotion campaigns. Are they
made effectively with all available methods in the 21st century?
1.3 Problem formulation
How could the number of customers of Ristorante Monello be increased?
- Who are current customers of Monello and what is their buying
behaviour?
- Does the number of customers depend on season (e. g. part of the day,
part of the week, part of the month)?
- What are current marketing strategies of Ristorante Monello?
2 Methodology
Methodology is a set of methods, principles and rules which help the researchers
with interpretation and solving of scientific problems within a particular discipline.
The most important aim of methodology is to give the work a schedule plan
of the research.5 In this project, methodology is an explanation of methods used for data
collection.
2.1 Data Collection
Data collection is the most important part of a research. There are several data
collection methods and several types of data. Data can be divided in two categories -
primary and secondary. Collected data are the background part of an analysis in a project.
5 Rajasekar, S., P. Philominathan, and V. Chinnathambi. 'Research
Methodology'. (2013): n. pag. Web. 21 Oct. 2015.
7
In this chapter, we would like to define these types of data and explain our
methods of data collection and their validity and reliability.
2.1.1 Primary data
Primary data are data collected by researchers for a specific scientific goal.
Primary data can be divided to two main categories - qualitative and quantitative.
Quantitative data are data which are used for a description or an analysis
of a scientific problem. They can be easily described numerically in terms of objects,
variables and their values. One of the core strengths of quantitative research is that we
can easily generalise - other people can use the same quantitative technique and get the
same results as we did. The examples of quantitative methods are questionnaires,
statistical data processing and experiments.
Bibliografie
Books
Blackwell, R. D., P. W. Miniard and J. F. Engel. Consumer Behaviour. Orlando,
FL: Dryden, 2005.
Harboe, Thomas. Method And Project Writing. Frederiksberg:
Samfundslitteratur, 2013. Print.
Jobber, David, and Fiona Ellis- Chadwick. Principles And Practice Of
Marketing. Maidenhead: McGraw-Hill Higher Education, 2013. Print.
Pierce, Roger. Research Methods In Politics. London: Sage Publications, 2008.
Print.
Websites
Facebook.com. 'Ristorante Monello'. N.p., 2015. Web. 20 Oct. 2015.
https://www.facebook.com/monello.dk/timeline
Marketingteacher.com,. 'Decision Making Unit | Marketing Teacher'. N.p.,
2015. Web. 22 Oct. 2015. http://www.marketingteacher.com/decision-making-unit-2/
Numbeo.com,. 'Cost Of Living In Denmark. Prices In Denmark. Updated Oct
2015'. N.p., 2015. Web. 21 Oct. 2015. http://www.numbeo.com/cost-ofliving/
country_result.jsp?country=Denmark
Ristorante Monello - Italiensk restaurant i Næstved. 'Ristorante Monello -
Italiensk Restaurant I Næstved - Udsøgt Italiensk Mad Og Helt Unik Udsigt Fra Toppen
Af Næstved'. N.p., 2015. Web. 20 Oct. 2015. http://www.monello.dk
Support.google.com. 'Popular Times - Google My Business Help'. N.p., 2015.
Web. 20 Oct. 2015. https://support.google.com/business/answer/6263531?hl=en
Tripadvisor.co.uk. 'Ristorante Monello, Naestved - Restaurant Reviews, Phone
Number & Photos - Tripadvisor'. N.p., 2015. Web. 20 Oct. 2015.
http://www.tripadvisor.co.uk/Restaurant_Review-g667542-d6214425-Reviews-
Ristorante_Monello-Naestved_Naestved_Municipality_South_Zealand_Zealand.html
Umassd.edu,. 'Decision-Making Process - Umass Dartmouth'. N.p., 2015. Web.
22 Oct. 2015. http://www.umassd.edu/fycm/decisionmaking/process/
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