Traditional cakes project

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A Marketing Research Project conducted in order to launch a new line of cakes at Sweet and Coffee

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<ul><li> 1. ESCUELA SUPERIOR POLITCNICA DEL LITORALTraditional CakesSweet and CoffeeGROUP MEMBERS: JeanCarlo lvarezLuis Menndez.Fernanda SanungaJorge VillamarnTEACHER:Maria Cecilia MorenoDATE: 1/25/2012</li></ul><p> 2. EXECUTIVE SUMMEROur market research Project is about the introduction of a new desert line in Sweet and Coffeethat we named Traditional Ecuadorians desertsBy using different process of observation, investigation, gathering such as the qualitative andobservations techniques we established some important parameters about the design of thenew desert line according to the preferences of potential customers.We have used qualitative research technique for the purpose of obtain information aboutcustomers preferences and to know their opinions about introducing new flavors of cakes.We have used observation technique in order to know how the behavior of the employeeswith the customers is.In order to collect our secondary information, we extract data from electronic source, andinternal reports of the company.As a result of our investigations we identified that the target market should be the young andthe adults between 15 and 25 years old; and that the traditional Ecuadorians desertspreferred by the customer was the corn cake followed by the ripe plantain cake, thats how wekwon the cakes that will be implemented in the final menu.[1] 3. TABLE OF CONTENTEXECUTIVE SUMMER ..................................................................................................................... 1INTRODUCTION ............................................................................................................................. 4HYPOTHESIS OF THE RESEARCH .................................................................................................... 5 THE PROBLEM STATEMENT....................................................................................................... 5 DESCRIPTION OF THE PROBLEM ............................................................................................... 5 GENERAL OBJECTIVES............................................................................................................ 5STATEMENT OF THE RESEARCH OBJECTIVES ................................................................................ 5 PRIMARY OBJECTIVES................................................................................................................ 5 SECONDARY OBJECTIVES ........................................................................................................... 5DESCRIPTION OF THE COMPANY .................................................................................................. 6RESEARCH METHOD ...................................................................................................................... 6 DESCRIPTION OF THE METHOD................................................................................................. 6SECONDARY DATA ......................................................................................................................... 7 ADVANTAGES ........................................................................................................................ 7 DISADVANTAGES ................................................................................................................... 7 INTERNAL SOURCES................................................................................................................... 7 EXTERNAL SOURCES .................................................................................................................. 7 ABOUT SWEET AND COFFEE...................................................................................................... 8 ABOUT THE COMPETITION...................................................................................................... 11 ABOUT THE PRODUCTS ........................................................................................................... 11 CARROT CAKE ...................................................................................................................... 11 CORN CAKE .......................................................................................................................... 12 PUMPKIN CAKE.................................................................................................................... 12 RIPE PLANTAIN CAKE ........................................................................................................... 12 SWEET POTATO CAKE .......................................................................................................... 12PRIMARY DATA ............................................................................................................................ 13 INTRODUCTION ....................................................................................................................... 13 ADVANTAGE ............................................................................................................................ 13 DISADVANTAGE ....................................................................................................................... 13 METHODS ................................................................................................................................ 13 FOCUS GROUP ..................................................................................................................... 14 BLIND TEST .......................................................................................................................... 17 OBSERVATION TECHNIQUE ................................................................................................. 19 [2] 4. SURVEYS .............................................................................................................................. 23SUMMARY AND CONCLUTIONS .................................................................................................. 49MARKETING RECOMMENDATIONS ............................................................................................. 50METHODOLOGICAL LIMITATIONS ............................................................................................... 50REFERENCES ................................................................................................................................ 51APPENDIX .................................................................................................................................... 52 CASRO ANALYSIS .........................................................................Error! Bookmark not defined. RESPONSE RATE FORMULA .....................................................Error! Bookmark not defined. QUESTIONNAIRE DESIGN ........................................................................................................ 52 SPSS ......................................................................................................................................... 55 [3] 5. INTRODUCTIONThe globalized world where we live has changed the eating habits of the people, the time thatwe have at the actuality is short compared to with years ago, and the pace of life is moreaccelerating. The time to perform various daily activities is very short; therefore it is importantto find a balance for these changes to be coupled to our lives, this change has resulted in achange in consumption patterns for all the people around the word.One of the most profitable businesses is the fast food. In recent years the demand of fast foodhas grown, this effect is reflected in the great number of businesses that have sprung uparound the world. In our country, those restaurants are expanding the number of stores in themajor cities such as Guayaquil and Quito. In Ecuador there are many fast food restaurants thathave arisen in recent years an example of this is Sweet &amp; Coffee.Businesses that succeed are those who constantly reinvent themselves and change theircharacteristics to be more competitive and not lose market share; for this reason we need toconsider whether to introduce a line of cakes based on traditional ingredients such aspumpkins, corn, breadfruits and carrots. We will do our project with a company that is alreadyestablished in the market such as Sweet &amp; Coffee, which was founded in 1997 as the firstcoffee shop specialized in gourmet coffee and sweets in Ecuador. Sweet &amp; Coffee is a companythat is successful in the Ecuadorian market; this is due to the quality of their product and goodservice they provide to their customers.It is becoming more common that consumers require companies to make constant changes inproducts or services they offer to maintain their loyalty to the company. To introduce a newline of cakes in this company could be a great strategy for Sweet &amp; Coffee for this reason wewant to do a project in which we have to do a market study of a business that is in constantgrowth how is the enterprises of fast food.[4] 6. HYPOTHESIS OF THE RESEARCHMany people enjoy eating deserts in a comfortable and relaxed place, especially thosetraditional deserts of Ecuadorian kitchen such as: clog cake, sweet potato cake, pumpkincake and rip banana cake.However theres not a lot or places that satisfies this demand; thats why Sweet and Coffeehas a strategy plan to determine if the customers will consume this new deserts line, byevaluating their preferences among the different kinds of deserts that could be offered, inorder to find the most accepted deserts to be included into our products. THE PROBLEM STATEMENTDESCRIPTION OF THE PROBLEMSweet and Coffee is a company specialist in the production of coffee and deserts, but it has nota line that includes the Ecuadorians kitchen deserts that are not been exploded inconsideration of the consumers preferences.The research is needed to study and determine the level of acceptance of a new line of desertsthat includes the Ecuadorians kitchen deserts we going to use different marketing strategiesto know the consumers preferences that are not been exploited by the company.GENERAL OBJECTIVES To increase the variety of products that Sweet and Coffee offers. To determine if the consumers are disposed to consume Ecuadorians kitchen desertsat Sweet and Coffee To know which the percentage of the participation that Sweet and coffee have in themarket. STATEMENT OF THE RESEARCH OBJECTIVES PRIMARY OBJECTIVES To determine if the new traditional deserts line will be accepted by theconsumers. To know which are the traditional deserts preferred by the consumer, in orderto design a new menu. To determine the target market of the traditional deserts To determine if the customers will be interested in another kind of deserts otherthan those offered yet and the traditional desert that were trying to introduce. SECONDARY OBJECTIVES To know the opinions of the people about the company. To determine if the customers think that Sweet and Coffee is an income-producing company. To establish the kind of people who go to Sweet and Coffee To establish the conclusions, recommendations and the projects limitations.[5] 7. DESCRIPTION OF THE COMPANYSweet and Coffee its a cafeteria and gourmetbakery with more than 14 years on the market.Founded by Soledad Hanna and Richard Peet,Sweet&amp; Coffee its a well-known brand nowdays, with more than 200 employees, 21establishments in Ecuador and 1 in Panama.Attending almost 200 clients per day, Sweet &amp;Coffee was not the same young cafeteria thatIllustration 1 Founders of Sweet and Coffee opened its first establishment in Mall del Sol.Focused on quality and internal development of its employees, Sweet &amp; Coffee has created itsown center of capacitation, known as Universidad Del Caf. When its future workers learnhow to elaborated the most delicious and renowned variety of products made with coffee,milk, cocoa or cream. They also offer to its customers a large number of cakes, pies and sweetor salt desserts.RESEARCH METHODDESCRIPTION OF THE METHODThe Marketing Research helps to have strategies in the market for determining the besttechniques for specifics goals. It is a good way to design the new target market in theenterprise. We want to introduce the new line in Sweet &amp; Coffee based on traditionalingredients such as pumpkins, breadfruits, carrots and corn.The foremost objective is determining the methods and the techniques that we need to use. Inthe exploratory research we will perform the techniques such as the blind test, focus groupand the observation about the company. The descriptive research method to be used is thesurveys obtaining additional information.The first step is to collect information, it is really important to know how to obtain theinformation that we want for market research. We will determine which are the productsconsumed regularly by the Sweet &amp; Coffee customers, we also want to know which would betheir preferred cake.The observation techniques will help us to do a good job in our Marketing Research. We aregoing to collect data to know the behavior and the preferences of the costumers. It will alsoidentify new marketing opportunities with the new line of traditional cakes of Ecuador. Thesetechniques are necessary to explain and determine the results about the marketing research.We need to identify the information effectively and to achieve our objectives we will realizesome techniques such as focus groups, surveys and observation to establish the informationwe want to analyze, this is the most important step to do our project. Actually the mostimportant step is to establish the marketing problem, not this one. Each method will providedifferent information, but all conclusions that we get with each technique will be essential toobtain the information we need.[6] 8. SECONDARY DATASecondary data is the information that has previously been gathered by someone other thanthe researcher and for other purpose than the research project at hand, this has many uses inmarketing research as applications in economic-trend forecasting, corporate intelligence,international data, public opinion, and historical data.ADVANTAGES Are obtained quickly Are inexpensive Are usually available Enhance existing primary data May achieve research objectiveDISADVANTAGESReporting units are incompatibleMeasurement units do not matchClass definitions are not usableData are outdatedINTERNAL SOURCESData that have been collected within the firmhttp://www.sweetandcoffee.com.ecEXTERNAL SOURCESDatabases supplied by organizations outside the firm for public distribution.http://www.eluniverso.com//http://www.americaeconomia.com/http://www.facebook.com/sweetandcoffee?sk=wallhttps://twitter.com/#!/sweetandcoffee[7] 9. ABOUT SWEET AND COFFEESweet &amp; Coffee was founded in 1997 as the first coffee shop specializing in Coffee andSweets Gourmet Ecuador. Sweet &amp; Coffee features premium coffee for the perfect areaof Ecuador, a team first, candy gourmet and of course determined to...</p>