I am a Market Research assistant employed by Workspace Magherafelt. Workspace was approached by a local business, Dorman’s to carry out Market Research on the possibility of providing a taxi service around Magherafelt from Dorman’s to home.
I have been asked to carry out some Market Research on HOW TO PROMOTE AND PROVIDE ITS SERVICES TO RELATIVE MARKETS after which I will produce an appropriate Marketing Plan, which will set out the best way for Dorman’s to proceed with this new service. Through a lot of research it is possible to choose the best method of launching this service onto the local Mid-Ulster market, thus making it a success.
Dorman’s Bar and The Opera which is attached, was established in 1907. It was owned by Joe Dorman at the time, then he passed it on to his grand daughter Teresa Mc Glone. Teresa and her husband Henry Mc Glone run Dorman’s together. It is one of Magherafelt’s longest running public houses. Dorman’s is located in the middle of Magherafelt which is known for its quality food, friendly staff and the cosy atmosphere within. Dorman’s provides a range of different services for the public, such as the restaurant which prides itself on excellent and prompt service. The restaurant sometimes offers promotions, for example ‘Beat the clock’ which was a promotion on food, dependent on the time that the customer placed their order. The earlier they ate the cheaper their food cost.
Monday – Thursday
12.00 pm – 3.30 pm
Friday – Saturday
12.00 pm – 8.00 pm
12.30 pm – 8.00 pm
Dorman’s also arranges events on many different nights which target a wide range of markets. Tuesday night is karaoke for all the public and a Friday night is the night club for over 18’s only. Saturday night is the same for over 21’s only. Useful Information
They serve food 7 days a week
They can seat up to 150 people for food
They also offer hen and stag party menu’s (3 course meal at a reduced rate.) •
Dorman’s has no door charge, except on boxing evening and new year’s eve. •
Budweiser sponsors their premiership football – during the matches when anyone buys a bottle they get a scratch card to win a prize. •
The bar holds approximately 1300 people
It is nights such as these that gave Dorman’s the idea ofproviding taxis for people coming out of their club. This has prompted Dorman’s to think further about providing a taxi service home for people who have been consuming alcohol. In the interest of personal and road safety and it is, of course another way of looking after their very important customers.
Reasons why Dorman’s have decided to provide a service of their own: •
They can afford it.
It will also bring in more customers because of complaints from people that they do not have any lift home. •
Customers feel there are not enough taxis available in the local area for them-1200 per night. •
It could increase the sale of their alcoholic drinks.
Dorman’s would like their customers to get home safely, so that they can come back to them another night. •
It is excellent for their corporate image as it demonstrates care and concern for their customers.
In order for a business to have a successful product on the market they must have a strong marketing strategy that analyses the market and the company’s market position. This analysis will allow Dorman’s to see what internal and external factors will affect the new taxi service performance. Dorman’s will discover what factors may affect its success and what might cause the launch of a taxi service to fail.
SWOT Analysis- This is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favourable and unfavourable to achieving that...
Please join StudyMode to read the full document