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Proposal:
Aromas Peruanos is an 8 year-old restaurant in Lima, Peru. ...
As a whole change of the concept of the restaurant, Aromas Peruanos renewed its menu, changing the names of some dishes, adding/taking away others and increasing the existing prices. ... One year from then, complete meals are no longer offered and some of the old customers still visit Aromas Peruanos however with a lower frequency. ...
- Aromas Peruanos is located in San Isidro, the business county of Lima (capital of Peru). ...
- Peruvian food is known for its variety of dishes and Aromas Peruanos serves most kinds but especially Fish and Sea Food, abundant on the city. ...
- In Perú, activities during the weekend usually include family gathering and complete families go out to lunch even when they have adolescent or adult sons/daughters. ... Internal Capabilities
Technology:
Aromas Peruanos doesn’t have a web page yet and the software they have is very limited, they use Excel for their Database. ...
Human Resources:
Since the change on the administration, none of the employees has been changed which means every person from the staff has been working for Aromas Peruanos for at least 4 years. ...
The next challenge for Aromas Peruanos is implementing accurate measurement of Recency, Frequency and Monetary Analysis in order to set an accurate Customer Related strategy. ... Cooking facilities are not an issue Aromas Peruanos has a large enough kitchen properly equipped. ... Service: Aromas Peruanos has a main rush hour from 1 pm to 3 pm during weekdays and from 1 pm to 5 pm on weekends, due to some of the demographic factors previously described. ... Present and Future Markets:
Nowadays, Aromas Peruanos main customers are business people, who come either in group of coworkers or with their families. ...
Another project is opening a second “Aromas Peruanos” in the county of La Molina, which condense a big percentage of the NSE “A” population of Lima. ...
- Purchase Patterns: Aromas Peruanos can distinguish 2 main consuming patterns of its customers as follows:
1. ... Time for this kind of family gathering is longer, approximately 2 hours. ... All of these needs are covered by Aromas Peruanos. ... Competitors
- Direct Competitors: Include similar restaurants around the area.
- Indirect Competitors: include other kinds of weekend activities for families like countryside restaurants during the wintertime and beach side ones during the summer.
Database Marketing Goal
Increase revenue growth by 240% in five years
Strategic and Tactical Recomendations
Strategy #1: Segment customers from a Database Marketing perspective that permits concentrate marketing efforts effectively
Strategy #2: Increase frequency from Gold and Almost Gold customers
Strategy #3: Increase referral rate from Gold and almost Gold customers
Tactics:
- Loyalty Program: Customers will present a plastic loyalty card when entering to the restaurant and receive a free round of appetizers.
Approximate Word count = 2044
Approximate Pages = 8.2
(250 words per page double spaced)
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