S2G7 A Small Town Restaurant Looks Up

My name is Jobin John. I have done BACHELOR OF MANAGEMENT Studies from Pillai’s College of Commerce, Mumbai, India. I have 2 years of work experience in making Real estate leases specialized for regions such as North America, Latin America, and Asian countries . Currently, I am working as a technical support agent for Concentrix, Peterborough. Currently pursuing Global Business Management at Fleming College and looking forward to work in a dynamic marketing company where my research skills can be utilized.

My name is Richa Sharma. I have done a BACHELOR OF COMMERCE from Punjabi University Patiala, India. I have 9 months of work experience as an IELTS trainer. My job was to prepare lesson materials and deliver tutorials of International English Language Test System (IELTS) to students. I am currently working at Concentrix and completing the Global Business Management program at Fleming College. I am looking forward to working in companies where I can utilize my entrepreneurship skills which I have developed after completing my management studies at Fleming College.

My name is Gopi Guniganti. I have done my BACHELOR OF COMMERCE from Holy Mary Degree College from Hyderabad, India. I worked in ICICI bank for 1 year as a financial advisor, focusing on loans for different vehicle purchases in Hyderabad. Currently, I am working at Concentrix as a technical support advisor and pursuing Global Business Management. I am looking forward to working in the financial industry.

Team Name:

Together We Inspire

Team Members Names:

Richa Sharma, Jobin John, Gopi Guniganti

Program of Study:

Global Business Management

Mentor Name:

Raymond Yip Choy

Project Name:

S2 G7 A Small Town Restaurant Looks Up

Sponsor Name:

Jennifer Foster

Sponsor Organisation:

CW Coops Angus Restaurant

Brief Description Of Project:

Creating a marketing plan for CW Coop’s Angus, ON to identify and pursue growth opportunities with existing and potential market segments.

Project Objective:

Objectives:

The objectives of this project are to create a marketing plan for CW Coops that will help to:

Understand demographics, consumer behaviour, taste, and preferences.
Retain their current customer base that will efficiently help to strengthen and expand the business.
Attract new customers to the restaurant.

Identify new target segments.
Strengthen the brand image of the restaurant.
Advertise restaurant through various marketing channels.

Project Innovation:

Our team used “Onion Research” to understand not only the local community of Angus and surrounding area, but also to explore opportunities that this sponsor may not have thought about.
We used proven analytical techniques such as PESTLE and SWOT to ensure that we have explored all the opportunities and could identify recommendations that played to the sponsor’s strength.
We analyzed the restaurant’s online presence using Google analytics and conducted comparative analysis of competitors websites.

We did competitive analysis to understand and learn from the competitors’ marketing strategies.
By doing thorough research, we identified two distinct subsegments at Base Borden, which is a large part of the restaurant’s current business.
While doing the research on Base Borden we uncovered insights into the diet and activities of these two subsegments that could serve as opportunities for CW Coops.
We also identified additional target segments from as far away as Barrie and the significant traffic through Angus as people travel to vacation spots.

Challenges & Solutions:

Challenges:

The greatest challenges for us were:

Working remotely and unable to visit the site.
Finding opportunities with Sponsor’s limited budget and space restrictions.
Finding restaurant-specific data.
Understanding target customer’s tastes and preferences.

Solutions:

We utilized the available technology for video meetings.
We looked for ways to simplify the marketing efforts and have them become more efficient.
We used the available data to be able to provide a good understanding the market, despite not having the exact data we would have liked to have.
Careful analysis of the restaurant’s sales data and the competition provides a good handle on customer preferences.

Project Results or Progress:

Results:

We analyzed the competition in the local market to understand which strategies our competitors are using to get competitive edge.
PESTLE and SWOT analysis to understand strengths of the restaurant.
We have identified specific target segments in current customer base and identified new target segments.
We identified opportunities to improve the website and the social media.
We uncovered some opportunities to cater to the specific subsegments at Base Borden and to simplify the offerings to better utilize the limited space and equipment.
Curbside and drive through services could attract additional customers.
There is the opportunity to add items to the menu that meet current market trends: lower calories and fat, Keto and other popular fitness related diet movements.
Identified activities in Angus which indicates favourite sports of Angus people and travelling places near Angus in which most of the families visit.

Lessons Learned:

We have learned marketing research skills during this project and learned proven analytic methods PESTLE and SWOT which we studied in International Marketing Research, International Marketing and Entrepreneurship.

We have increased our proficiency in Microsoft Excel and Word while working on financial projections and sales summary of CW Coops restaurant.
As a team we learned techniques and tools to reveal previously unidentified opportunities.
We learned how to coordinate and to deal with conflicts while working in teams to accomplish goals of the project.
We have learned different strategies of marketing to advertise business.
We have developed entrepreneurship skills which includes strategic and critical thinking approach, communication skills, leadership and listening skills, analytical and problem-solving skills.

Short Video:

Link to our YouTube Video

https://www.youtube.com/watch?v=BppVOhV

S2G7 A Small Town Restaurant Looks Up

Team Name:

Team Members Names:

Program of Study:

Mentor Name:

Project Name:

Sponsor Name:

Sponsor Organisation:

Brief Description Of Project:

Creating a marketing plan for CW Coop’s Angus, ON to identify and pursue growth opportunities with existing and potential market segments.

Project Objective:

Objectives:

The objectives of this project are to create a marketing plan for CW Coops that will help to:

Understand demographics, consumer behaviour, taste, and preferences.

Retain their current customer base that will efficiently help to strengthen and expand the business.

Attract new customers to the restaurant.

Identify new target segments.

Strengthen the brand image of the restaurant.

Advertise restaurant through various marketing channels.

Project Innovation:

Project Innovation:

Our team used “Onion Research” to understand not only the local community of Angus and surrounding area, but also to explore opportunities that this sponsor may not have thought about.

We used proven analytical techniques such as PESTLE and SWOT to ensure that we have explored all the opportunities and could identify recommendations that played to the sponsor’s strength.

We analyzed the restaurant’s online presence using Google analytics and conducted comparative analysis of competitors websites.

We did competitive analysis to understand and learn from the competitors’ marketing strategies.

By doing thorough research, we identified two distinct subsegments at Base Borden, which is a large part of the restaurant’s current business.

While doing the research on Base Borden we uncovered insights into the diet and activities of these two subsegments that could serve as opportunities for CW Coops.

We also identified additional target segments from as far away as Barrie and the significant traffic through Angus as people travel to vacation spots.

Challenges & Solutions:

Challenges:

The greatest challenges for us were:

Working remotely and unable to visit the site.

Finding opportunities with Sponsor’s limited budget and space restrictions.

Finding restaurant-specific data.

Understanding target customer’s tastes and preferences.

Solutions:

We utilized the available technology for video meetings.

We looked for ways to simplify the marketing efforts and have them become more efficient.

We used the available data to be able to provide a good understanding the market, despite not having the exact data we would have liked to have.

Careful analysis of the restaurant’s sales data and the competition provides a good handle on customer preferences.

Project Results or Progress:

Results:

We analyzed the competition in the local market to understand which strategies our competitors are using to get competitive edge.

PESTLE and SWOT analysis to understand strengths of the restaurant.

We have identified specific target segments in current customer base and identified new target segments.

We identified opportunities to improve the website and the social media.

We uncovered some opportunities to cater to the specific subsegments at Base Borden and to simplify the offerings to better utilize the limited space and equipment.

Curbside and drive through services could attract additional customers.

There is the opportunity to add items to the menu that meet current market trends: lower calories and fat, Keto and other popular fitness related diet movements.

Identified activities in Angus which indicates favourite sports of Angus people and travelling places near Angus in which most of the families visit.

Lessons Learned:

Lessons Learned:

We have learned marketing research skills during this project and learned proven analytic methods PESTLE and SWOT which we studied in International Marketing Research, International Marketing and Entrepreneurship.

We have increased our proficiency in Microsoft Excel and Word while working on financial projections and sales summary of CW Coops restaurant.

As a team we learned techniques and tools to reveal previously unidentified opportunities.

We learned how to coordinate and to deal with conflicts while working in teams to accomplish goals of the project.

We have learned different strategies of marketing to advertise business.

We have developed entrepreneurship skills which includes strategic and critical thinking approach, communication skills, leadership and listening skills, analytical and problem-solving skills.

Short Video: