Business Analysis - Research Paper Example

Business Analysis Section A Bourbon Steak is an executive premium restaurant. Mainly business executives and wealthy tourists too are the target market for the restaurant. As the target customers of the restaurant are of premium segment, physical environment or ambiance of the restaurant matters a lot for them. The restaurant has an elegant look and sophisticated atmosphere which help Bourbon Steak to target executive class people with high disposable income. There are many guests who check into the Westin hotel for business or official purposes.

They stay there for some days. During their stay at the hotel they visit Bourbon Steak. Lots of flying premium category business people also chose this restaurant for their foods and beverages. The classy nature of the restaurant is significantly suitable with its target market. Signature coking style of the restaurant is also perfectly matched with the segment of target customers. The restaurant has bar facility (The Westin St. Francis, 2014). The facility of the bar has helped Bourbon Steak to attract the customer when they are in drinking mood.

Prices of the menus in the restaurant are on the higher side it shows that target customers of the restaurants are generally not price sensitive in nature. Characteristics of the targeted customers are trendy, corporate and professional lifestyle oriented. Being premium business class people target customers are formal in nature. Here in this restaurant, target market is the premium business class people. Their expectations are to get state of the art facilities from the restaurant. Being a supreme business destination both global and local business people are the target markets of Bourbon Steak.

Several business people from San Francisco and its surrounding areas are generally being targeted. Online booking system in the restaurant can target business people around the world. Target market of the restaurant is significantly structured in nature. They believe in structured frame work of the restaurant which is there in Bourbon Steak. Premium business class customers of the restaurant always search for the perfection in dining facilities which is suitable with the services available in the restaurant.

Target customers of the restaurant belong to the business fraternity and manage lots of social relationship with the other business people. Positive campaigning through word of mouth about the restaurant by the target market is also a significant positive aspect which increases the customer base of the restaurant. Section B The business executives often conduct their business meetings and business conferences in meeting and conference rooms of the hotel. For this reason, Bourbon Steak has targeted this segment of customers.

Generally these business customers search for good quality foods and services. Managing the time in between of meetings are also important factors for them. The restaurant has identified this opportunity and selected their target customers according to that. Generally executive business class people maintain high level of professionalism. Professionalism is also a reason for which the restaurant has chosen business class people as the target market. Good qualities of foods and services of restaurant’s staffs are the two most important values for the target customers.

Being premium business class people, target customers of the restaurant cannot compromise with the quality of foods. They are ready to pay extra bit of money for supreme quality of food and services. Services qualities of the restaurant staffs are also significantly important for the target customers (Tevis, 2009, pp. 123-125). The service qualities of the staffs are analyzed on the basis of some dimensions. Ability to perform the service in accurate and dependable fashion is important for the target customers.

Responsiveness of the hotel staffs matters a lot to the guests. How prompt the hotel staffs are in their services are critical for the target customers. Physical appearances of the staffs and their cleanliness are also important expectations from the restaurant staffs. Service assurance from the side of the restaurant staffs is also highly expected by the target customers. Showing empathy is also an important dimension of services. The customers of the restaurant put significant importance towards this dimension of the service provided by the staffs of the restaurant.

Conclusion Being a premium category restaurant situated in San Francisco the restaurant has chosen appropriate target market. All the characteristics of the target market are significantly suitable for the several services and core competencies of the restaurant. This helps the restaurant to render supreme quality of services to its target customers. The paper has clearly indicated that good quality of foods and services of the hotel staffs are the most important values for the target customers of the restaurant.

ReferencesTevis, P., (2009). San Francisco for dummies. New Jersey: John Wiley & Sons.The Westin St. Francis. (2014). Bourbon steak menus. Retrieved from http://www.westinstfrancis.com/dining/bourbon-steak.