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•Customer Service: BBQfun’s philosophy is that whatever needs to be done to makethe customer happy must occur. This investment will pay off with a fiercely loyalcustomer base, which is vocal to their friends with recommendations.Market SummaryBBQfun possess good information about the market and knows a great deal about the common attributes of our most prized and loyal customers. BBQfun will leverage this information to better understand who is served, their specific needs, and how BBQfun can better communicate with them.Market DemographicsThe profile for the BBQfun customer consists of the following geographic,demographic, and behaviour factors based on a local Chamber of Commerce report:1.Overview greater Brisbane area:a.high population growth of 5% per yearb.new homes and renovated homes growing from a base of 50,000 per yearc.low unemployment of 4.7%.2.Geographic:a.our immediate geographic target is the area of Brisbane with apopulation of 1,000,000b.a 30 km geographic area is the average store market footprint c.the total targeted population is estimated at 250,000.3.Demographics:a.male and female b.ages 20–50, this is the segment that makes up 50% of the Brisbane newand renovated house markets, according to the Chamber of Commerce c.high % of young professionals who work in the central business district d.high % have attended college/graduate school e.an average household income of over $130,000. 4.Behaviour Factors:a.no concerns about debt; will borrow on the future to enjoy todayb.looking for security in purchasingc.looking for the ‘house-proud’ factor in outdoor lifestyle purchasing.
Market NeedsBBQfun is providing its customers with a wide selection of merchandise in its chosenfield. BBQfun seeks to fulfil the following benefits that are important to theircustomers.●Selection – a wide choice of options. ●Accessibility – the patron can gain easy access to the store with minimal wait. ●Customer service – the patron will be impressed with the after sales service andguarantees. ●Competitive pricing – all products/services will be competitively priced relative tocomparable high end outdoor lifestyle lines.Above all, BBQfun believes that easy access to stores with extensive choices in ourchosen fields, that are sold on an easily managed payment plan with a three yearguarantee are the keys to our customer’s needs and wants.Market TrendsThe market trend for outdoor lifestyle stores is headed toward a more sophisticatedand informed customer. The outdoor lifestyles patron today relative to yesterday ismore sophisticated in a number of different ways.●Item quality – the preference for high quality items is increasing as customers arelearning to appreciate the quality differences. ●Unique – our patrons appreciate the opportunity to include outdoor lifestyles intheir home that stand out from the mass produced and low quality items.