Question

PLEASE Create a perceptual map using the following data:

After researching the demographic and competitive profile of several markets, they decided Dallas, Texas, would be the best place to start their business. In examining the markets, they were looking for a town that would best fit their target market of singles and families in the age range of 18 to 50. The population of Dallas was almost 5.5 million people, of which about 50 percent were between the ages of 25 and 60. This indicated there were a lot of individuals in their target market in the Dallas area. They also found that about 55 percent of the population earns between $35,000 and $75,000 a year, which indicated the market would have enough income to eat out regularly. Finally, 56 percent of the population was married, and many of them had children at home, which was consistent with their target market. More detailed demographic information for the area is shown below. The new restaurant concept was based upon the freshest ingredients, complemented by a festive atmosphere, friendly service, and cutting-edge advertising and marketing strategies. The key would be to prepare and serve the freshest “made-from-scratch” Mexican foods possible. Everything would be prepared fresh every single day. In addition to their freshness concept, they wanted to have a fun, festive atmosphere, and fast, friendly service. The atmosphere would be open, brightly lit, and bustling with activity. Their target market would be mostly families with children, between the ages of 18 and 49. Their marketing programs would be memorable, with the advertising designed to provide an appealing, slightly offbeat positioning in the market. The Santa Fe Grill was not successful as quickly as the owners had anticipated. To improve the restaurant operations, the owners needed to understand what aspects of the restaurant drive customer satisfaction and loyalty, and where they were falling short in serving their customers. So they decided to conduct three surveys. One was designed to obtain information from current customers of the Santa Fe Grill. A second survey would collect information from customers of their primary competitor, Jose’s Southwestern Café. The third survey was designed to collect data from the employees who worked for the Santa Fe Grill. They believed the employee survey was important because employee experiences might be affecting how customers evaluated the restaurant. The Santa Fe Grill was located on an outparcel on the east side near the main entrance of the Cumberland Mall. The mall has 75 or more stores and is considered very successful for the area. A market research company was located in the mall so they 19 decided to use a mall intercept approach to collect customer data. Another Mexican restaurant that had been in business longer and appeared to be more successful was also on an outparcel at the same mall, but its location was on the west side of the mall. The goal was to complete interviews with 250 individuals who had recently eaten at the Santa Fe Grill and 150 diners who had recently eaten at Jose’s Southwestern Café. Additionally, employees of the Santa Fe Grill were asked to log on to a website to complete the employee survey. Over a period of two weeks, a total of 405 customer interviews were completed—152 for Jose’s and 253 for the Santa Fe Grill. Of the employee survey, 77 questionnaires were completed. The owners believe the surveys will help them to identify the restaurant’s strengths and weaknesses, enable them to compare their restaurant to a nearby competitor, and develop a plan to improve the restaurant’s operations. Selected Demographics for Geographic Area (10-mile radius of Santa Fe Grill) Households by Type Number Percent Total households 452,000 100 Family households 267,000 59 With children under 18 years 137,000 30 Non-Family households 185,000 41 Householder living alone 148,850 33 Householder 65 years and over 29,570 7 Households with individuals under 18 years 157,850 35 Households with individuals 65 years and over 74,250 16 Average household size 2.6 people Average family size 3.4 people Gender and Age Number Percent Male 599,000 51 Female 589,000 49 Total 1,188,000 Under 20 years 98,800 29 20 to 34 years 342,000 29 35 to 44 years 184,000 16 45 to 54 years 132,500 11 55 to 59 years 44,250 4 60 years and over 13,000 11 Median Age (years) 32 18 years and over 873,000 74

Answer 1

A perpetual mapping is a visual representation of how target customers view the competing alternatives.

Dallas, Texas

age range, 18 to 50

the population of Dallas, 5.5 million people

50% were between the ages of 25 and 60

55% of population earns between $35,000 and $75,000 a year

56% of the population was married and many of them had children

Santa Fe Grill, the restaurant

age between, 18 and 49

Conducted 3 surveys

1st survey: information from current customers of Santa Fe Grill

2nd survey: information from customers of the primary competitor, Jose's Southwestern Cafe

1st survey: data from employees who worked for Santa Fe Grill

Over a period of two weeks, a total of 405 customer interviews were completed—152 for Jose’s and 253 for the Santa Fe Grill, 77 questionnaires were completed.

Type Number Percent Total households

452,000 100 Family households

267,000 59 With children under 18 years

137,000 30 Non-Family households

185,000 41 Householder living alone

148,850 33 Householder 65 years

29,570 7 Households with individuals under 18 years

157,850 35 Households with individuals 65 years

74,250 16 Average household size 2.6 people Average family size 3.4 people

Gender and Age Number Percent

Male 599,000 51

Female 589,000 49

Total 1,188,000

Age Nummber Percent

Under 20 years 98,800 29

20 to 34 years 342,000 29

35 to 44 years 184,000 16

45 to 54 years 132,500 11

55 to 59 years 44,250 4

60 years and over 13,000 11

Median Age 873,000 74

(years)32 18 years and over

Perpetual map