Case Study
Yellow Submarine
Gourmet Fast-food Restaurant
Time Context:
Middle of March 2000
Point of View:
Paulo M. Lao
Central Problem:
Sudden decrease in sales due to declined customer traffic during the last 3 days.
Statement of Objectives
Must Objectives:
Completely overhaul the marketing plan of Yellow Submarine.
Want Objectives:
Formulate major initiatives for growth and long term survival of the business including:
Introduction of new product lines
Market Penetration
Market Development Strategies
Areas of Considerations
Internal Environment
Strengths:
Good Location
Yellow Submarine is located at the Ortigas Center a business district where many large and small corporations are situated home to class A residential condominiums and subdivisions closest market is UA&P (University of Asia and the Pacific) which has a student population of 1,900 and still growing
Close Proximity to UA&P
Approximately 150 meters from the backdoor entrance
Provides students with a venue to “kill-the-time” from long and short breaks
Accessible place to meet friends and have a quick meeting for school projects
Provides a respite from the humid and hot weather
Students would opt to have lunch nearby rather than pay for parking fees at the mall and other restaurants
UA&P is a premier university that is why it has one of the highest tuition fees in country
Students come from middle income to high income families with an average disposable allowance of around P100-P150/day.
MARKET STUDY
Purchasing Decisions of Customers
Are influenced by attitudes, beliefs and emotions derived from the service product.
Students highly consider other student’s perception of them
Where they eat for lunch
Where they hang-out during lunch and breaks
What they have for lunch
Where they ate and where they will eat will give them enhanced appearance
They would want to eat where the cool people eat and where they could be associated with the crowd eating there.
This
Gourmet Fast-food Restaurant
Time Context:
Middle of March 2000
Point of View:
Paulo M. Lao
Central Problem:
Sudden decrease in sales due to declined customer traffic during the last 3 days.
Statement of Objectives
Must Objectives:
Completely overhaul the marketing plan of Yellow Submarine.
Want Objectives:
Formulate major initiatives for growth and long term survival of the business including:
Introduction of new product lines
Market Penetration
Market Development Strategies
Areas of Considerations
Internal Environment
Strengths:
Good Location
Yellow Submarine is located at the Ortigas Center a business district where many large and small corporations are situated home to class A residential condominiums and subdivisions closest market is UA&P (University of Asia and the Pacific) which has a student population of 1,900 and still growing
Close Proximity to UA&P
Approximately 150 meters from the backdoor entrance
Provides students with a venue to “kill-the-time” from long and short breaks
Accessible place to meet friends and have a quick meeting for school projects
Provides a respite from the humid and hot weather
Students would opt to have lunch nearby rather than pay for parking fees at the mall and other restaurants
UA&P is a premier university that is why it has one of the highest tuition fees in country
Students come from middle income to high income families with an average disposable allowance of around P100-P150/day.
MARKET STUDY
Purchasing Decisions of Customers
Are influenced by attitudes, beliefs and emotions derived from the service product.
Students highly consider other student’s perception of them
Where they eat for lunch
Where they hang-out during lunch and breaks
What they have for lunch
Where they ate and where they will eat will give them enhanced appearance
They would want to eat where the cool people eat and where they could be associated with the crowd eating there.
This