Marketing Research - Organissimo

UNIVERSITY OF SARAJEVO

SCHOOL OF ECONOMICS AND BUSINESS IN SARAJEVO

OPENING AN ORGANIC RESATURANT “ORGANISSIMO”

INTERNATIONAL PROJECT

Course: International Project

Mentor: prof. VesnaBabić - Hodović, PhD

Students:        Fehim Šehić                        Index no: 71233

Marjem Čorbo                Index no: 71238

MerimaHalilović                Index no: 71222

Irma Imamović                Index no:  71236

SabrudinaŠabanović                Index no: 71093

Sarajevo, February 2015.

Table of Contents

INTRODUCTION        

1.        Situational Analysis        

1.1.        Market Analysis        

1.1.1.        Macroeconomic analysis (PESTEL)        

1.1.2.        Microeconomic Analysis (Porter’s Five Forces)        

1.1.3.        Market Research        

1.1.4.        Analysis of Competitors        

2.        Company Analysis        

2.1.        History        

2.2.        Mission        

2.3.        Vision        

2.4.        Values        

SWOT Analysis        

2.        Customer Analysis        

3. Marketing Mix Analysis        

3.1. Product        

3.2. Price        

3.3. Place        

3.4. Promotion        

3.5. Physical layout        

3.6. People        

3.7. Process        

4. Marketing Communication Strategy        

4.1.        Communication strategy for chosen target groups        

4.1.1. Advertising        

4.1.2. Internet marketing        

RECOMMENDATIONS        

LIMITATIONS        

CONCLUSION        

LITERATURE        

APPENDICES        

Table of Figures

Scheme I PESTEL Analysis        

Scheme II: Porter’s Five Forces Model        

Scheme III SWOT (Strengths, Weaknesses, Opportunities and Threats)        

Scheme IV Communication Mix Tools        

INTRODUCTION

Organissimo is the name for successful chains of restaurants that are operating successfully^[a] in city of Ljubljana, for over 7 years now. The driving force behind is the idea of offering a different, unique and special experience to our customers by preparing and serving organic food and beverage offers.

What is actually meant by an organic restaurant? It is a place where people are welcomed to relaxing and enjoyable environment, where at the same time they can experience and taste the food offerings that are made in the healthiest way. ^[b]How Organissimo basically differentiates^[c] from normal and regular restaurants is by extending the standardized product offer that is made exclusively from the ingredients that are completely without any artificial supplements. Moreover, the value^[d] of the restaurant is not only in the organic food ingredients, rather it has professionally trained staff and chefs that will enable customers to have amazing and delicious tastes while eating quality food. For Organissimo, its main values lie in relationship with its customers.

Since its building blocks, Organissimo aspires to follow global trends and introduce completely innovative and new approaches in meal preparation across the Europe. After successfully positioning our restaurant, we have decided to expand it to new regional potentials. To be more precise, we decided to open organic restaurant in Bosnia and Herzegovina (in further text B&H), the city of Sarajevo.

In order to be able to implement the idea and the concept, there was a need for a more thorough analysis and research in order to be able to undertake further steps and defining prospects of the project. The secondary research was conducted where all valuable data related to hospitality was collected in order to and to be more introduced in real situation on the market. After the analysis of secondary data, primary data collection and marketing research was preformed through qualitative interview approach to our potential customers. After finalizing marketing research, several analyses were conducted: Market, Company and Customers/Clients analysis, which eventually helped us gain better perspective and provide us with necessary data whether or not it is perspective to enter the market.