BSBMKG506 TASK 3 copy.docx - ASSESSMENT 3 PLAN MARKET...

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ASSESSMENT 3 PLAN MARKET RESEARCH ( BSBMKG506 ) STUDENT NAME: PHOEBE ANAK DAVIS STUDENT ID : 15017 1. INTRODUCTION D.A. Garden Supplies is a garden supply and nursery business for the last 13 years, about five years ago, the company decided to start a small cafe inside the nursery, the business was running steady until couple of years ago the net profit has starting to drop steadily. This report will also cover what data is need and what resources are obtained and used to help with a new business plan. The scope of the business will be introduced in order to drive further growth in the business. 2. PRELIMINARY PROJECT SCOPE Project Name: D.A. Garden Supplies Owner: David and Alison Sponsor: David and Alison Stakeholder: 2 full time gardeners, a part-time landscaping consultant and 2 part-time cashiers, 2 full time staff, one part-time staff work in lunch time and weeks, Alison’s daughter and the customers. 3. BACKGROUND D.A. Garden was established in Brisbane in 2001 and has become very popular in the CBD and the surrounding areas. The company is divided into three sectors: garden nursery, The Café and the landscaping supply. The nursery provides quality plants, with an equally professional and friendly service to match. The qualified staff and large plant range will help create or enhance any kind of gardens. The Café is conveniently located inside the nursery and it was recently extended. It has a large menu, modern and sophisticated setting and the trading hours
ASSESSMENT 3 PLAN MARKET RESEARCH ( BSBMKG506 ) STUDENT NAME: PHOEBE ANAK DAVIS STUDENT ID : 15017 have been extended as well so that nowadays it opens at the same time as the nursery and it closes one hour earlier. The Café offers both takeaway foods and sit-in dining. The menu is very wide which includes a variety of beverages, made-to-order sandwiches, salads, gourmet pies/sausage rolls, quiches and savory slices, chips/wedges, cakes and slices, ice creams and sorbet, and during the winter it also provides a kids menu and a variety of soups and casseroles. Major competitors are a large Bunning’s store which is located about 2 kilometers from the company location, and a new café was recently opened around the corner which operates Monday – Friday offering breakfast and lunch, specializing in gourmet food and beverages. Although the main idea of D.A. Garden is great there are some issues that need to be looked at because of the overall drop in profit over the last 2 years. By undertaking market research, there are many advantages because it will provide some answers that may be required for future decision making. 4. TARGET MARKET OR MARKET INFORMATION D.A Garden Supplies customers can be broken down into four groups, families, workers, students and retire people. The workers, students and retire groups are larger than families groups by virtue of the fact that they used to have a cup of coffee and breakfast in the beginning of morning, it normally on the business day (Mon-Fri). Therefore, workers who have an ability to earn money and they’re lazy to cook after work, so they would like to dine outside and buy take away. The families

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