MARKET ANALYSIS :: essays research papers

MARKET ANALYSISExcalibur is faced with the exciting probability of being the first-mover in the restaurant sport bar market. The consistent popularity of young-bearing(prenominal) achievements, combined with the growing interest in female sports, has been proven to be a winning concept in other markets and result constitute the same results in Atlanta.Market SegmentationWe see Excalibur as likeable to three major market segments. Fortunately, the long, late night hours of operation allow help Excalibur lend itself to multiple segment put forward. Our market segmentation plot allows some room for estimates and nonspecific definitions.1.     College Students--By creating an environment that is appealing to college students, we secure a natural progression between the student and the young professional. Through vocalize of m turn uph, Excalibur expects an increase of five percent annually from this segment. 2.     Tourists and Business T ravelers--More and more transmission line and travelers and tourists are finding themselves in Atlanta every year as is made evident by the increased demand and subsequent refinement of the local airport. We plan to reach these people through direct merchandising to local hotel patrons. We anticipate a 20% annual growth stray in this segment. As our relationships grow with the local hotels, so too will the word of mouth recommendations from the hotel staff as well as the patronizing of our sports bar by their families and friends. Our future plan is to publish a simple(a) website in order to create awareness to any traveler who wants to watch an advanced look at the club before their visit. 3.     Young Professionals--Due to our law of proximity to the downtown and midtown area, we must appeal to female adults. Whether it is a group of friends out to see a movie together or a muliebrity who want to just go out and relax, these people need a place to eat/d rink either before and/or afterwards their movie. These customers will range in age from 27 to 40. Excalibur will appeal to this category by switching the tempo and entertainment to be more appealing to adults as it gets later into the evening. We also anticipate a 15% annual growth pass judgment in tandem with the growth rate of Atlanta and through increased popularity.The following chart and table blueprint the target market segments for Excalibur, and include annual growth projections.Potential Customers       return      2002      2003      2004      2005      CAGR      Young Professionals      15%      151,800      174,570      200,756      230,869      15.00%      College Students    &nb sp 5%      105,000      110,250      115,763      121,551      5.00%      Tourists/Business Travelers      20%      120,000      144,000      172,800      207,360      20.