TARGET MARKET & COMPETITIVE ANALYSIS - Essay Example

A diverse set of customers visit the Geary St. Part of the reason is that there are many upscale shops like Louis Vuitton, Dior, Chanel, Michael Kor and Apple Store as well as many outlets like Forever 21, H&M, Zara, Gap, and Guess that keep medium ranged apparel and stocks. As a result of this people with high incomes, middle income groups as well as a lot of students visit this area. Since these people belong to different economic and psychographic groups, they want different food items and at different price points.

The Cheesecake Factory has a numerous menu options including burgers, sandwiches, pastas, salads, side dishes, cheesecakes, specialty desserts, ice creams and creamy milkshakes. The restaurant also offers hot drinks, iced and frozen drinks and specialty drinks. Blended cocktails, bottled bears, champagne and sparkling wine are also served at the restaurant. This vast array of menu options has the potency to satiate the taste buds of a diverse guest base. With close to 200 items on its menu ranging from $11 to $30, the restaurant chain can cater to all shoppers across all income groups.

The second value that shoppers seek is convenience. People who have been on a shopping spree are likely to seek convenient seating arrangement. Couples and families will like to spend quality time together. On the other hand, there would be some shoppers who are running against time. They want to have a quick snack and move on. The quick service and take-out facility available at The Cheesecake Factory will appeal to such customers. The choice of food may also vary depending on what time shoppers visit The Cheesecake Factory.

The restaurant is open from 11: 00 am to 11: 00 pm from Monday through Thursday. It is also open from 10: 00 am to 11: 00 pm on Sunday. Thus shoppers can visit the restaurant anytime during these hours. They have the option of eating lunch or