Chefzy Restaurant Case Study
Chefzy Restaurant Market Problem Report Phase II
Submitted to: Dr . Omar Ramzy Submitted by: Ingy Hisham abbas Nora Ahmed Aref Mamdouh Hany
Table of Contents
1- Introduction 3
• Chefzy Restaurant profile Overview 4
• Industry Overview 5
• Market Problem 6
Environmental Analysis 7
The MICRO ENVIRONMENT 7
1. SUPPLIERS 7
2. INTERMEDIARIES 8
3. COMPETITORS 8
4. CUSTOMERS 9
The MACRO ENVIRONMENT 9
1- DEMOGRAPHIC ENVIRONMENT 9
2- ECONOMIC
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Also, Food industry isn’t limited for full service restaurants but also, it includes fast-food restaurants, café, supermarkets providing prepared meals and companies offering ready made food (ex: half-fried chicken)
Figure 1 Restaurant Industry share of the Food Dollar Figure 2 Restaurant industry sales Chart Figure 3 Restaurant Industry employment
• Market Problem
Chefzy restaurant market problem is about the lack of customers, despite the good restaurant environment because of the well trained staff, and the good quality of food its server due to the high value ingredients used; but still no sufficient customers come to doors.
Environmental Analysis Figure 4 Environmental analysis
The MICRO ENVIRONMENT
The factors that are immediate close to Chefzy , and effect it like ( The Suppliers , Competitors , marketing intermediaries, public , customers ) will describe each of them interface with chefzy
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Figure 6 Market objectives (To open other two new branches)
To Increase customer satisfaction by 3 points by 2017. Figure 7 Increase Customer satisfaction by 2017
To Be rank as one of the best 10 Restaurant in Cairo by 2017.
Figure 8 To be From Top Ranked Restaurant
To Increase market share by 10% by end of 2018. Figure 9 Market Objective (increase market share 10 % by 2018 )
Market Segmentation:
Chefzy need to classify the customers into different segments, in order to be able to target the customers effectively and to have a well design market strategy.
Our segments are based on the below criteria :
1)Geographic
City (area)
2)Demographic:
Age, gender, income, occupation, education, family size
3)Psychographic:
Social class, lifecycle, personality
4)Behavioral:
Attitudes towards product, benefits gained
Geographic
Chefzy located in new Cairo , but there is different areas to segment it up .
- New Cairo
- Nasr city
- Rehab
- Sherouk
- Madinty
- Heliopolis
- Maadi
- Mohandseen
- 6 October
Demographic:
It’s about the customers themselves as they make-up and build the market.
A)Age Segmentation
- Youth ( 22Years -40
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