MKT101 - Market Research & Profile Presentation, Melbourne Suburbs

This presentation outlines a market research project conducted to assess the viability of opening a coffee shop and snack bar in the Melbourne suburbs. The research involved a survey to gather data on customer preferences, including food choices, price sensitivity, dining preferences, and demographics. The analysis of the survey results informed the development of strategic recommendations for product selection (e.g., Asian-inspired snacks, light sandwiches), pricing (e.g., snack meals priced between 8 and 20 AUD), service (takeaway and dine-in options, made-to-order food), and promotional strategies (flyers, posters). The presentation also considers the target market segmentation based on economic, demographic, and food preferences to create a comprehensive marketing mix. The findings suggest that the business should focus on offering a variety of snacks and meals at different price points with a focus on Asian and Middle Eastern flavors to attract a diverse customer base. The presentation concludes with a summary of key strategies and references used in the research.

Market Research & Profile
Presentation
Name of the Student
Name of the University

Introduction and Aim
• Starting a coffee shop and snack bar in
the suburbs of Melbourne
• Finding the market situation and demand
• Analysis the survey results
• Developing profitable strategies for
marketing mix
Source: (tripadvisor.com, 2019)

Food Choices of Market
Vegan
Asian
European
Other 0
5
10
Food choice
Q. 9 What type of food do you prefer
for your lunch?
Sandwich
es
Hot food
Rolls
Other
Q.1 What brings you to the city
today?
Work Meeting friends
Shopping Other

Product Strategic Selection
• Asian crunchy snacks
• Light Vegetable sandwiches for office
employees
• Vegetable roles in Asian flavors
• Developing profitable strategies for
marketing mix
Source: (youtube.com, 2019)

Economic Segmentation
Q.4 How much do you spend on a
typical purchase?
0-$10 $11-$20 >$20 <$10 $10-$15 $15-$25 >$25
0
1
2
3
4
5
6
7
8
9
Q.7 How much are you prepared to
pay for a light lunch?
$0-$19k $20k-$49k $50k-$100k >$50k
0
1
2
3
4
5
6
7
8
9
Q. 13 Wat is your income?

Price Strategic Selection
• Snacks meal low price range 8
AUD
• Snacks meal low price range 20
AUD
• Coffee and Tea price range 4
AUD
Source: (freepik.com, 2019)

Service Strategic selection
Q.10 Do you prefer food to be already
prepared or to have it made
specifically for you?
Prepared Made for me
Q.8 Do you prefer to dine in or
takeway?
Dine in Takeaway
• Both takeaway and dine in
facilities will be present
• The food will prepared after
taking the order
• Raw material will be stored for
cooking

Demographic Segmentation
CQ. 14 To which age group do you
belong?
18-25
26-39
40-59
>60
Q. 15 What is you gender?
Male Female
<Secondary
Secondary
Undergrad
Post grad 0
10
20
Education
Anglo-Saxon Middle Eastern Asian Other
0
2
4
6
8
10
12
14
Q. 18 To what specific cultural group
do you belong?

Other Strategic Selection
• Flyer distribution within local
office area
• Poster based promotion
Promotions Stuffing
• Mostly Asian and middle
eastern stuffs
• Recruiting female stuffs for
customer communication
Decoration
• Asian wooden sculptures and
architectures
• Chandelier

Strategy Summary
• Vegetable roll and sandwich as product
• Snacks meal range 8 to20 AUD
• Both dine in and take away facility
• Made on order food delivery process
• Asian and middle eastern focused Decoration and Stuffing
• Postern and Flyer based promotion within local office area
Source: (outreach.com, 2019)

References
freepik.com. (2019). Freepik | Discover the best free Price graphic
resources, 52,149 results. Retrieved 29 August 2019, from https://
www.freepik.com/free-photos-vectors/price
Outreach.com. (2019). Coffee and Snacks Banners | Outreach. Retrieved 29
August 2019, from https://www.outreach.com/Products/Church-
Banners/Coffee-and-Snacks-41619.aspx
Tripadvisor.com. (2019). Outside, inside with coffee and snacks - Picture of
Cafe Drip, Regina - TripAdvisor. Retrieved 29 August 2019, from https://
www.tripadvisor.com/LocationPhotoDirectLink-g155042-d4849523-i1993
88758-Cafe_Drip-Regina_Saskatchewan.html
youtube.com. (2019). Sandwich Rollups or Pinwheels - Bread Sushi - Kid's
Video Recipes - Perfect Summer Recipe. Retrieved 29 August 2019, from
https://www.youtube.com/watch?v=04BYEugkQfA