With the continuous improvement of personal quality, the scope of application of the report is more and more extensive, and there are also some skills in writing. So do you really know how to write a good report? The following is my carefully compiled barbecue market research report for reference only. Welcome to reading.
Research institutions: the third force of home
Director: Dong Ting
Master planner: Li Yalong
Market research: Xu
Copywriter: Zhan Liyao and Wang Lingxin
Art design: Gao Bo
Computer operation: Liu Tong
I. Introduction
Now Anshan barbecue market is basically saturated. In order to get more profits in the fierce competition, we must deeply understand the needs of consumers. Therefore, we investigated the development status of Anshan barbecue market, the demand of main competitors and consumers for barbecue, so as to provide sufficient basis for the formulation of marketing planning of East Asian barbecue shops.
(ii) Purpose of the investigation
By understanding the target group's cognition and views on East Asian barbecue shops, consumers' consumption habits, the development status of the barbecue market in this region, the main competitors and their marketing strategies, this paper analyzes the strengths, weaknesses, opportunities and threats of East Asian barbecue shops, and puts forward reasonable suggestions for their development in order to expand the market share of this barbecue shop.
(3) Investigation time
April 5th, xx-April XX 10
(4) research object
1. Consumer
We mainly investigate the students of Anshan Normal University and the residents near the East Asian Barbecue.
2. Competitors
There are three well-developed barbecue shops in Anshan, and there are three barbecue shops near East Asia barbecue, namely Sambo barbecue, Tian Tian Korean barbecue city, Chunyuan barbecue king, Yichang Hao kebab barbecue city, Pan Da time-honored barbecue and Hehe cold noodles.
(v) Research methods
1. Consumers mainly use questionnaires. For college students, we conduct online surveys by asking questions, and for nearby residents, we conduct direct surveys by means of paper questionnaires. Among them, 80 paper questionnaires were distributed and 78 valid questionnaires were recovered; Questionnaire * * * 264 valid questionnaires were collected. Because we conducted a random sampling survey of nearby residents, only 80 questionnaires were distributed, and the number was relatively small, so the survey results may be somewhat biased.
2. We have a simple understanding of the development status and main characteristics of merchants mainly through online inquiries and interviews.
(6) personnel participating in the research
1. Distribute and withdraw questionnaires: all team members.
2. Statistics and analysis of data: Xu, T
3. Dong Ting, Zhan, Wang Lingxin and.
4.PPT production: Liu Tong, Gao Bo
Second, the analysis of the survey results
Consumer analysis
1. Survey object structure and group preference
Among the nearby residents who participated in the survey, 50% were men and 50% were women, so that the survey results would not be inaccurate because of gender differences. Among the students, 39.62% are boys and 60.38% are girls, which is related to the imbalance between boys and girls in our school, which is a normal phenomenon.
In terms of age, among the residents nearby, the majority are 26-40 years old, accounting for 47%, followed by 19-25 years old, accounting for 38%, 40 years old and above accounting for 12%, and 18 years old and below accounting for 3%. This shows that our respondents are mainly consumers aged 19-40. This consumer group generally has its own source of income, and most of them like to eat barbecue, which is more representative. During the investigation, we came to the conclusion that the elderly generally don't like barbecue.
2. Analysis of consumer consumption habits
(1) time
When do people like to eat barbecue? Residents nearby and teachers college students like to eat in summer, accounting for 66.7% and 39.62% respectively. Summer is here, and this is an opportunity for barbecue in East Asia. In addition, some people think that it can be eaten in any season, with 25.6% residents nearby and 0.38% students in normal universities. Therefore, East Asian BBQ can launch corresponding packages in different seasons to attract consumers.
As for when people will eat barbecue, the top three are friends' recommendation, leisure consumption (if they want to go) and festivals, accounting for 48. 1 1%, 42.45% and 40.57% respectively. Followed by friends' parties, couples' dates and birthday parties, accounting for 38.68%, 365, 438+0.65, 438+03% and 25.47% respectively. These data are not much different, indicating that college students are likely to choose to eat barbecue under these circumstances.
(2) Price
No matter the residents nearby or the students in teachers' colleges, everyone's consumption standard is 30-50 yuan per person, accounting for 60.3% and 42.45% respectively. From this result, it can be concluded that around 30-50 yuan is a generally acceptable price, and we can refer to this to re-price our products.
(3) drinks
When people eat barbecue, most nearby residents will choose to drink beer, accounting for 55. 1%, followed by fruit juice and carbonated drinks, accounting for 30.8% and 28.2% respectively. As for students, most of them choose juice drinks, accounting for 57.55%, followed by beer and carbonated drinks, accounting for 49.06% and 48. 1 1% respectively. This shows that beer, carbonated drinks and fruit juice are people's favorite drinks when eating barbecue, so East Asian barbecue can provide more such drinks.
3. Understanding of East Asian BBQ
Among the students surveyed, 57.55% don't know about East Asian barbecue, and 56.4% don't know about residents, both of which are more than half, indicating that the publicity and advertising of East Asian barbecue are not enough and need to be strengthened. In addition, many people who know have never been there, which shows that the attraction is not enough and the marketing planning needs to be improved.
4. In the promotion of barbecue shops.
(1) Information dissemination channels
As for the channels for obtaining information about barbecue shops, most consumers know about a barbecue shop through friends' introduction, 73.58% know about it, and 75.6% are residents. It can be seen that the reputation of consumers is very important, so barbecue shops should provide consumers with perfect service, satisfactory taste and elegant environment. In addition, a large number of consumers know about a barbecue shop through the US Mission, accounting for 50% and 32. 1% respectively, indicating that the East Asian barbecue can use the US Mission as a platform to transmit information, and several packages can be set up on the US Mission.
(2) Publicity information
Through the investigation, it is known that the specific introduction of specialty dishes and barbecue dishes in barbecue shops is what people want to know most through leaflets, accounting for 78.2% and 55. 1% respectively. Therefore, East Asian BBQ can put more special dishes and specific introductions in advertisements, plus some information such as promotion methods and contact information, so that everyone can fully understand.
5. Consumers' expectations for barbecue
(1) When eating barbecue, people pay attention to the following factors in turn: delicious food (78.2%), clean and hygienic dishes (77%), reasonable price (48.8%), elegant environment (35.9%), enthusiastic service (32. 1%) and geographical location (266. It can be seen that consumers are most concerned about the taste and safety of dishes, so East Asian barbecues should be clean, hygienic, delicious and reasonable in price.
(2) Preferential methods
For the preferential way of barbecue shop, discount is everyone's favorite, accounting for more than 78%. Through this survey, we can see that price is still one of the most attractive factors for consumers, so East Asian barbecues can be discounted on holidays.
Competitor analysis
1. Strong competitors
(1) Sanbao barbecue
Barbecue shops with higher grades are generally popular with everyone. The elegant environment in the store gives people a clean and natural feeling; Business hours are long and you can go at any time; Comparatively speaking, the service personnel have high quality and good service attitude; Fresh, clean, hygienic and delicious dishes are the main reasons to attract customers. In addition, Sambo BBQ has two packages on the US delegation. Com, that is, a meal for four in 96 yuan and a meal for six in 158 yuan.
(2) Tian Tian Korean barbecue city
Single barbecue buffet, charcoal barbecue, normal person 50 yuan, Mei Tuan 46 yuan. Com, Charcoal Charge 10 yuan, time 1 1:00-22:20.
(3) Spring Garden Barbecue King
Self-service barbecue restaurant for one person, electric barbecue, normal 5 1 yuan per person, Meituan Online 10: 00- 16: 00 is 43.9 yuan, Monday to Sunday 10: 00-2 1: 30 is 46 yuan. Spring Garden Barbecue King Association often holds some promotional activities, such as issuing vouchers.
Self-service barbecue shops such as Tian Tian and Spring Garden are powerful competitors of barbecue in East Asia, with complete dishes, rich specialty snacks, diverse fruits, ice cream and drinks, and delicious desserts.
2. Nearby competitors
(1) A good kebab barbecue city
This barbecue restaurant is located 50 meters south of Tiedong Changda turntable, and its main feature is that it has many dishes and tastes good. There is also a group purchase package on the Meituan, the original price is 1 19 yuan, and the group purchase price is 66 yuan. It also rarely publishes publicity information, and it is one of the barbecue shops similar to East Asian barbecue.
(2) Pan Da old-fashioned barbecue
Located 200 meters south of tiedong district Jiefang Road Oriental Andrology Hospital, the environment is general, with more dishes and slightly lower prices. Drinks are relatively cheap, cost-effective, and often discounted (now 7.8%). The main advantage of this shop is its low price.
(3) Hehe cold noodles
Located in Shannan Workers Street, the storefront environment is elegant and clean; Long business hours, convenient for customers; The dishes are varied and expensive. It is a barbecue restaurant with a slightly higher grade than East Asian barbecue, with more passenger flow than East Asian barbecue, and it is also a strong competitor of East Asian barbecue.
(C) SWOT analysis of East Asian barbecue shops
1. Advantages
(1) East Asian BBQ has an excellent geographical location, adjacent to Anshan Normal University and the first city in East Asia, with abundant tourists;
(2) The transportation is convenient, and there is a bus stop in front of the door;
(3) The environment is beautiful, and customers can go to the Teachers College for a walk after dinner.
2. Deficiencies
(1) There are few kinds and styles of dishes and lack of fruits and desserts;
(2) The quality of service personnel is low;
(3) The price is relatively high, which does not meet the standards of students in normal universities;
(4) The customer base is relatively single.
Step 3: Opportunity
Although the East Asia Barbecue Restaurant is close to the Teachers College, few people know it, and many residents nearby don't know or know it but haven't been there. Now that summer is coming, we can seize this opportunity, increase publicity, do a good job in marketing planning and increase the number of tourists.
threaten
(1) There are many street kebabs in front, which will reduce the number of tourists invisibly;
(2) The barbecue market in Anshan is basically saturated, with too many similar barbecue shops around and fierce competition.
Three. conclusion and suggestion
(1) conclusion
This survey shows that the popularity of East Asian barbecue in consumers' minds is very low, and few people know it, indicating that the publicity of East Asian barbecue is not enough to attract consumers. In addition, BBQ's competitors in East Asia are excellent. In order to gain more market share and win loyal customers in this fierce barbecue market, we should not only upgrade in form, but also meet the needs of consumers in essence. In particular, teachers' college students should be regarded as a major customer group, and through the development of this part of the market, it should be regarded as the strategic growth point of our store to gradually improve the loyalty of college students.
(2) Suggestions
1. Enrich dishes and add special snacks and desserts.
According to the lack of dishes in East Asia stores, there are no recommended specialties on the menu, and many new customers consume in the form of group purchase, mainly because there are no specialties, so everyone consumes with a taste attitude.
Secondly, East Asian barbecue shops will not give away a series of desserts after customers finish their consumption, because barbecues are generally dry and tired. Although customers will consume some drinks and drinks by themselves, if the store can take the initiative to give away desserts such as fruit or ice cream after consumption, customers will feel very comfortable and think that the service of the store is in place, and they will be happy to patronize this barbecue shop in the future.
2. Ensure food hygiene and safety
Food hygiene has always been the most concerned issue for the country and consumers. In the process of issuing questionnaires, many consumers also put forward this question on their own initiative. Barbecue shops can use fresh-keeping bags to package and display the meat for cooking, so that consumers can eat it with confidence.
3. Create a service atmosphere suitable for college students' psychology and appreciation requirements, and play some soothing music.
Through market research, we found that most people who consume barbecue in East Asia are college students. In the process of consumption, they generally think that the in-store environment is ok, and the only drawback is that it gives people a little cold and cheerless feeling. In this case, shopkeepers can play some soothing pop music to relax the atmosphere, especially when customers and other dishes are bored, so playing some good music is a very good choice, and it would be great if students can choose their own music.
4. Offer preferential packages to make customers feel the price is reasonable.
Through market research, we found that most consumers can accept the standard of 50 yuan per person. On the group buying website, we found that the specification of group buying is about 25 yuan per person, and there are only two group buying options. Therefore, stores can increase the types of group purchases and the specifications of dishes according to this consumption standard, which can not only attract more consumers, but also increase sales.
5. Increase the promotion of friend recommendation and group purchase.
According to market survey, only 6.4% of consumers know about and have been to East Asia barbecue, which is not optimistic. And those customers who have been to East Asia for barbecue consumption are all introduced by friends. It can be seen that the publicity in East Asia is very weak, and many potential customers have not been discovered. Now wechat is the software that everyone can use. Shops can promote it through the WeChat circle of friends by way of praise. For example, if there are 30 praises about East Asian barbecue in the circle of consumers' friends, then consumers can get a plate of barbecue for free.
In addition, group buying is a new way for people to enjoy food. In particular, college students often go to the group buying website to see if there are any discounts before eating barbecue. It will get twice the result with half the effort to increase publicity on the group buying website, and put the special dishes of barbecue shops, the specific introduction of barbecue dishes, preferential packages and promotion methods on the website.
6. Often launch some discounts, gifts and other promotional activities.
Often launch different activities to cater to the tastes of different consumers, which can also attract more consumers and provide more publicity channels. Nowadays, some young people celebrate festivals almost every month. Shopkeepers can learn about these festivals and launch different activities every time. Freshness can also make old customers spend more frequently.
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