Santa Fe Grill Case Study: Market Research & Target Market Analysis

This case study delves into the market research challenges and strategies of Santa Fe Grill, focusing on identifying target market opportunities and improving customer satisfaction. The research objectives include understanding customer preferences, employee trends, and competitive advantages. The study recommends indicative market research and primary data collection through surveys to gain authentic insights. Internal secondary data from company servers and external secondary data from customers and journal articles are suggested. The analysis includes hypothesis testing related to the impact of food quality, pricing, restaurant atmosphere, and staff courtesy on customer satisfaction and loyalty. Desklib provides access to similar case studies and solved assignments for students.

Running head: MARKET RESEARCH
Market research
Name of the student
Name of the university
Author note

1MARKET RESEARCH
Question: 1
From the information gained from the case study, it is identified that Santa Fe Grill need
to conduct marketing research. This is due to the reason that their initial target market was not
got matched with their targeting strategies. Thus, initiation of the marketing research will help
Santa Fe Grill in identifying the opportunities from the target market and accordingly they can
decide whether to operate in the particular market or not. Moreover, the marketing research will
also help Santa Fe Grill to have the understanding about what and how the services should be
offered to have better customer attraction and satisfaction.
Question: 2
The objectives of the research process for Santa Fe Grill are to obtain the information
about the trends and preference pattern of the customers in order to design the service processes
accordingly. In addition, Santa Fe Grill also aims to gain the understanding about trends with the
employees in the workplace in order to have better insights about them. Lastly, they aim to gain
insights about the competitive advantages of their competitor and to identify the areas of
improvement.
Question: 3
The second stage of marketing research process involves decoding of the raw data gained
from the market research. This is due to the fact that raw data should be filtered out in order to
have the ideal data for further research. It is recommended that indicative market research should
be conducted by Santa Fe Grill due to the fact that indicative research will not depend on any
existing theories and will only focus on meeting the requirements of the researcher. For instance,
Santa Fe Grill is having the requirement to have the understanding about the employee trends. In

2MARKET RESEARCH
this case, they do not have the requirement for prior theories rather they need to know about the
practical experiences of the employees. This will be initiated by indicative research process.
Question: 4
All the surveys to be conducted by Santa Fe Grill are primary due to the reason that they
are targeted towards the end participants and will gain information directly from them. Thus, the
data to be gathered will be considered as primary data. The major benefits of conducting survey
are gaining the authentic insights of the participants without depending on secondary theories
and concepts. In addition, survey also helps the researchers in determining the changing trends in
the market and the level of these changes.
Question: 5
It is recommended that Santa Fe Grill should gather internal secondary data from the data
servers of the firm and the other documents saved in the organization. On the other hand,
employees and customers will be approached to gain external secondary data. Examples of
internal data are company data where huge information is being stored and knowledge of the
internal stakeholders. On the other hand, examples of external secondary data are customers and
journal articles.
Question: 6
H01: there is no significant impact of food quality and competitive pricing on customer
satisfaction
H11: there is significant impact of food quality and competitive pricing on customer satisfaction

3MARKET RESEARCH
H02: there is no significant impact of restaurant atmosphere and courteous staff on consumer
loyalty
H12: there is significant impact of restaurant atmosphere and courteous staff on consumer loyalty