SPSS Exercise: Santa Fe Grill - Essay Example

Memo Owners, Santa Fe Grill My Marketing Analyst CC: Marketing Research Manager, Santa Fe Grill November 18, Re: Marketing Research ProjectThe primary research through consumer survey and face-to-face interviews with customers of our competitors has revealed valuable information, which should be taken into account to initiate Santa Fe Grill business venture and choice of location. Our group has used statistical tools (as described in the tables) to present and analyze the findings and results obtained from responses by food lovers.

Some of the findings are as under:People appreciate novel ideas (new products, services and experiences)It has been revealed that consumers appreciate new products, services and ideas; hence, Santa Fe Grill should focus on innovation, product development and differentiation. The restaurant has to market premium quality food products by paying special attention to consumer tastes and preferences. In addition, the restaurant management has to focus on internal and external environment / atmosphere (use of flowers, decoration material, maintained furniture etc).

Undoubtedly, the cleaner the restaurant, the better the image and impression upon consumers. Hanging OutThe research revealed an interesting finding that consumers choose restaurants as an appropriate place for get-togethers and parties. Hence, top management of Santa Fe Grill should offer special packages (birthdays, wedding anniversaries and engagement functions, Valentine’s Day, prom night, musical concerts and happy hours etc.) to groups that would like to celebrate and party at their restaurant.

Nevertheless, these aforementioned strategies could help attracting a large pool of customers towards Santa Fe Grill. Supporting WorkersSanta Fe Grill should also recruit and select comedians, musicians and dancers that could support hang out and partying activities at the restaurant. Indeed, this might make the restaurant one of the most attractive places. Consumers demand premium quality food Research revealed that most consumers do not compromise on health food quality; therefore, they are even ready to pay relatively higher prices at restaurants that offer premium quality food products.

In addition, consumers prefer fresh food products; therefore, Santa Fe Grill would have to consider aforementioned consumers tastes and preferences when devising its product menu. For instance, the top management could advertise this specialty and entice fresh food lovers who disregard pre-cooked or fried food items. Cutthroat competition due to presence and popularity of Mexican Restaurants Research has revealed that American consumers appreciate delicious meals and experience offered at Mexican restaurants.

Most of the customers have already tried these Mexican inns at least once in their life; hence, it has been concluded that Santa Fe Grill will definitely face stiff competition from existing Mexican restaurants. The top management, therefore, has to offer differentiated food products with unique taste in order to obtain clear and distinctive image in the minds of customers. Consider the following tables below as part of the findings above X15 -- Fresh Food FrequencyPercentValid PercentCumulative PercentValid48421.021.021.0 59223.023.044.0 66015.015.059.

0 Strongly Agree16441.041.0100.0 Total400100.0100.0 X18 -- Excellent Food Taste FrequencyPercentValid PercentCumulative PercentValid3123.03.03.0 48721.821.824.8 513533.833.858.5 69624.024.082.5 Strongly Agree7017.517.5100.0 Total400100.0100.0 X13 -- Fun Place to Eat FrequencyPercentValid PercentCumulative PercentValid2123.03.03.0 39624.024.027.0 421353.353.380.3 55513.813.894.0 6246.06.0100.0 Total400100.0100.0 ReferenceKumar, V, & Aaker, & Day (2002). Essentials of Marketing Research: 2nd edition.

New York, NY: John Wiley & Sons Inc.