Proposed marketing research for a specified company (REPORT) Term Paper

Proposed marketing research for a specified company (REPORT) - Term Paper Example People are working in different shifts round the clock and the companies usually provide pick-up and drop facilities to their employees. However, food is a source of concern because, availability of quality food at odd times in hygienic condition at a convenient place is a problem faced by the people working in these companies. This situation presents an opportunity to a growing business in this area for round the clock food supply through a fleet of pick-up vans at different locations at different times where these people can come and collect food on their way to the working places or homes after work or during their lunch breaks. The idea is to avoid setting up of a permanent shop with all the facilities for a business of few hours in a day, and thereby saving costs. In this manner, more number of customers could be serviced at different places by a ‘food van’ and fleet consists of about 6 vans could cover an entire region. This will result into economies of scale in t he business, and cost-efficient and latest technology could be adopted in the production processes. The food vans can also sell bottled drinking water and outsourced snacks as an additional business. Introduction The niche areas in food business offer immense scope for specialization, growth and development to the small and medium sized businesses. The competition in the niche areas is very limited due to localized demand, personalized service required and small investment outlay in project which is not compatible with the growth strategy of big corporate companies. In the current business proposal, the insignificant level of competition, requirement of limited investment and labor, scope for personalized service, specialist experience in the food supply and favorable policies prevailing in respect of financing to SMEs are the attractive features. The profile of the restaurant industry in general and its growth in the recent years could be inferred from the Appendix – I: Rest aurant Performance Index. Background The small and medium enterprises’ role in the economic development of a country on account of its employment generation is very significant. For an economic growth to be sustainable in the long run, it is very important to evaluate the pros and cons of the business opportunity by making marketing survey to ensure sure footing into the business. In the present proposal, three important criteria are involved, apart from identifying the cluster of organizations which are operating in a particular region so that the delivery point for supply of food could be finalized. Firstly, it is important to fix up an appropriate time which coincides with the increased peoples’ movement in the area due to timing of the shifts, shopping malls, market places and the government offices. The second important criteria is to fix up the length of time, the food van has to be stationed in the location to service the maximum number of clients. The third and the most important aspect is the information directly related to the business, such as the age group of the