The case with Santa Fe restaurant owners is not unique in its observation and problems which are considered to be resolved. The owners in their predicted and real situations’ contrast should follow the attitudinal and behavioral features of the audience represented at that place. This concerns the fact that the majority of the population presupposes families with children and people aging 19-42. There are no establishments of big business and no blue-collar people living there. Thus, there should be a little different for an inhabitant of that place in an issue of where to have a bite: at home or in a restaurant? A middle-class evaluation of the area under analysis gives an opportunity o suggest breakfasts or business lunches proper prices without a big difference from money spent for preparing similar meals made at home (Michman, 1991). Moreover, the quality of ingredients and products on the whole area to be tested by consumers during a special measurement being, for example, an ‘open day’ of a restaurant. It is needful for the purpose of popularization of a new restaurant in contrast with previously known Jose’s Southwestern CafĂ©.
Another point to be focused on is the time periods when the competitor’s cafĂ© is closed and when there are probable breaks or inventory. Such time estimation can be used for making additional force for engaging as many consumers as possible. This tool is like an additional, but still plays a great role for restaurants. Furthermore, the two main constituent parts of any place where people pay for eating and spending time are, of course, the quality of meals and the level of service in any time of a day. These two motivational subjects are of great significance for two reasons: 1) demonstration of meals assortment; 2) demonstration of professionalism in communication with visitors. It is a normal fact that every human being tends to have more beautiful things, moments, and feelings. This non-material part of management is more important at times.
The research in making Santa Fe Grill successful is necessary for its own internal confidentiality and ability to get information about the competitor’s plans and ways of further promotion. It can be achieved logically due to the quantitative factor and by means of logistics calculations. Still a real observer is able to find the ways of improvement. Such approach should consider all pros and cons in their complexity and interrelated nature for further facilitation of internal affairs and forcing the external conditions within closest competitors. “An important question in marketing is when a decision-maker may legitimately conclude that two market segments are distinct in a marketing sense, and then follow the strategic and tactical consequences of that decision.” (D’Souza & Weun, 1997, 399).
Though, pricing decisions demand analysis along with service quality studies and integrated marketing communications advertising effectiveness studies are able to make a great promotion for the restaurant business in such small and recreational regions as Santa Fe. Furthermore, there is no exclusion for other subsidiary kinds of researches provided for better evaluation of market’s and consumers’ requirements.
References
- D’Souza, G., & Weun, S. (1997). Assessing the Validity of Market Segments Using Conjoint Analysis. Journal of Managerial Issues, 9(4), 399+.
- Michman, Ronald D. (1991). Lifestyle Market Segmentation. Praeger Publishers.