Marketing Research

CHICHO´S[pic 1]

Marketing Research

(Part A)

Members:  Valeria Bueno

                                Jean Laury Ricaurte

                      Justin Gomez

                       Marco Quisphi

Content

Chapter I         Industry Information        4

1.1        Background about the Industry        4

1.2        Courier Services Industry        4

1.3        Competition        4

1.4        Industry sales        4

1.4.1        Market shares of major competitors in the US Courier Service Industry        4

1.4.2        Couriers and local delivery service providers' global market share in 2016        4

1.4.3        Growth rate of the market        4

Chapter II         Information about the Company        4

2.1        Background and description about the company.        4

2.1.1        MISSION.-        4

2.1.2        VISION.-        4

2.1.3        SERVICES:        5

2.2        Company sales for the past five years.        5

2.3        Growth rate of the company for the past five years        5

2.4        Buying habits of the consumers.        6

2.5        Competition.        6

2.6        Marketing and financial capabilities of the company.        7

2.7        Other relevant aspects.        7

2.8        Prepare some tables and graphs        7

Chapter III         Company Background        8

3.1        Marketing Issues        8

3.2        Problem Definition        8

3.2.1        Environmental context of the problem        8

3.2.2        Resources and constraints        9

3.2.3        Objectives        9

3.2.4        Buyer behavior        9

3.2.5        Legal environment        9

3.2.6        Economic environment        9

3.3        Management decision problem        10

3.4        Marketing Research problem        10

3.5        General objective        10

3.6        Specific objectives        10

2.7        Research Questions and Hypotheses        10

Chapter I                Industry Information

1. Background about the Industry

2. Courier Services Industry

3. Competition

4. Industry sales

1. Market shares of major competitors in the US Courier Service Industry

1. Couriers and local delivery service providers' global market share in 2016

2. Growth rate of the market

Chapter II                Information about the Company

1. Background and description about the company.

Chicho is an ideal restaurant to share with family and friends in an informal atmosphere. They specialize in roasts and ribs bbq is the main dish so they stand out. The menu offers a fusion of Mexican cuisine and the most emblematic of American cuisine, as well as regional food from Ecuador. The variety and quality of food at a good price have become such a competitive sector.

Chichos Grill was founded in 2009, its first location was located two blocks before its real location, the success they had was early but the end of two years decided to change due to crime. Its current location is in urdesa victor Emilio estrada 718. This local account with a greater capacity and with a better one in the remodeling.

1. MISSION.-

Provide food and drinks respecting high quality standards with excellent service and food, in order to satisfy the wishes and expectations of our customers.

1. VISION.-

Position ourselves as the best option in familiar and jovial restaurant, in regional food and also with an excellent gastronomic fusion for current and new customers.

1. SERVICES:

The restaurant has 14 permanent workers; among them is considered a cheff, kitchen assistants, a supervisor, waiters, the person who does the errand and an accountant, who work the equipment to offer the best service in the elaboration of:

• Lunches
• Dinners
• Drinks
• Catering
• Home delivery...

Your hours of operation are:

• Monday: 12:00 - 0:00

• Tuesday: 12:00 - 0:00

• Wednesday: 12: 00 - 0:00

• Thursday: 12:00 - 0:00

• Friday: 12: 00-0: 00

• Saturday: 12: 00- 01:00

1. Company sales for the past five years.

                         Source: Chicho s Grill

The data above reflects the overall sales of the company from the past five years, represented in monetary values. Sales have been increasing every year but in the year of 2016 it decreased, due to the economic crisis of that year.

1. Growth rate of the company for the past five years

The table of data listed above represents the percentage change in sales of the past five years. In 2014, Chichos had an increase in sales with 15.27% but in the next few years its growth was minimal, including in 2016 it decreased its sales by 0.27%.

1. Buying habits of the consumers.

During the last years in Ecuador, a strategy was implemented to improve health and create awareness when choosing which product to buy. The Semaphore System in foodstuffs I raise it with the purpose of keeping the informed persons in terms of the percentage of fats, sugars and salts that deteriorate our health. People have reacted favorably before this System and the trend of healthy eating has increased.

There is a great majority of people who eat away from home as in restaurants one of the main reasons is for work and study. When attending restaurants, one of the consumer's preferences is to want good service but at the same time that food is fresh.

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