MICRO MARKET ANALYSISSTEAKHOUSE

The Plate Group:Judith CabanelaDeogracias DanguilanHope LapatingLala MirandaGina NazarethThea Pineda

VERSUS

MISSION/VISION

TONY ROMA’s OUTBACK

Great food delivered by professional friendly team members resulting in guest loyalty.

Aspires to be the national company of choice by being the most efficient

& effective provider of retail

services that deliver quality &

sustainable retail stores.

CORE VALUES

TONY ROMA’s OUTBACK

Passion Intelligence

IntegrityCompassion

Intensity

Integrity Diversity

Simplicity Quality Health & Safety

Accountability

Methodology

• analysis was based on observation• done on two separate dates at three

different times• 1st : January 12,2013 Saturday

1:00 pm & 3:00pm & 7:00pm

• 2nd : January 16,2013 Wednesday 1:00pm & 3:00 pm &

7:00pm

Methodology

• we used the following parameters• Location • Ambiance• Customer segments wants &

needs • Competitors• Unique Traits

Location : Glorietta 4

• strategically located right beside Ascott Hotel & main mall entrance & lobby drop off/pick up points

• shoppers, commuters, tourists can never miss this, being the first & last to be seen

Location : Glorietta 4• located outermost

area , corner of the busy intersection, fronting Taxi stand & G5, SM & Intercon Hotel right across the street

• commuters & shoppers mostly pass by, all rushing for work or other reason

Ambiance

TONY ROMA’s OUTBACK

• well lighted• cozy & friendly,

with a homey atmosphere

• more of a Diner , with ample tables & chairs & few bar tables at the ground floor, spacious dining on the 2nd floor

• dim lights• rustic & heavy

but fun atmosphere

• more of a “bar” ,with huge bar counter, more bar tables on the ground floor, dining is on the 2nd floor

AMBIANCETONY ROMA’s OUTBACK

Customer segments wants/needs

TONY ROMA’s OUTBACK

• family & “young barkadas”

• A & B crowd• aged 1-80• steaks & pasta• average stay: 1 hour• longer on

parties/meetings

• mostly men & couples

• “expats & Yuppies”• sports enthusiasts• A & B crowd• aged 20-60• mostly steak &

appetizers• average stay: 1 hour• longer till “game is

over” & for drinkers

Competitors

TONY ROMA’s OUTBACK

• only competitor in the area is Outback

• Krispy Kreme & Breadtalk compliments for coffee & dessert

• similar products would compete from nearby Hotels

• only competitor is Tony Roma

• Modern China competes in terms of food preference

• similar products would compete from nearby Hotels

Unique Traits

TONY ROMA’s OUTBACK

• offers varied services and products that could cater all ages, making it more family-oriented ,even offering kiddie parties

• location plays a major role due to its proximity to loading/unloading area

• viewed from inside & outside the mall

• known for their steaks “down under”, expats and tourists love to hang out after a busy day to unwind & entertain them from “live sports game”

• wider selection of Prime Steaks

Steaks

TONY ROMA’s OUTBACK

• innovative cooking techniques: slow-smoked to mouth-watering perfection

• finest beef• richly seasoned with

select spices

• create your own signature steak

• choose your cut• choose your cooking

style• choose your soup or

salad• choose your add ons

CONCLUSIONTONY

ROMA’sOUTBACK

1. Location2. Ambiance3. Customer

wants and needs

4. Competitors5. Unique

traits

drop offdiner wider

Outbackfamily

oriented

corner“bar”

just enough

Tony Roma’ssports

enthusiasts

• Location and customer service are still important factors to consider in running restaurants like steakhouses.• accessibility and presence of nearby landmarks would

make it easier for the customers to locate them and may be enticing to passers-by

• customer service including courteous and efficient waiters and waitresses would be a big factor to attract loyal customers

• Variety in menu options coupled with friendly atmosphere would create a wider circle of customers. However, if we concentrate on the product , STEAK, we know that price is not an issue, the challenge is to make the main product of excellent quality, being their selling factor, in addition to the perks that goes with it, satisfying their customers expectations & ensuring loyalty.

CONCLUSION