Strategy Analysis Of The Courtyard Restaurant

Target Market

The Courtyard is recommended to target middle to upper income class as defined below:

• Customers living within Ð'Ð... hour driving distance from The Courtyard restaurant

• Singles in age group 30 to 45 years, with annual income $60k to $120k

• Families of 2 or more with head of household in 35 to 55 yrs, with annual income $70k to $150k

Strategy # 1 - Promotion

The Courtyard should promote itself by differentiating from its competition by highlighting royal & personal environment and the excellent selection of wine with exquisite cuisine it provides for its clients. It should do this through advertizing over local TV station with testimonials from rich & influential previous clients. The ads should be aired daily, and twice during primetime hour. The Courtyard should augment TV ads with weekly flyer for special sales promotions (10% discount) for private parties in upscale settings to invite middle class customers. The cost of TV ads and flyers can be funded from its existing operations.

Strategy # 2 вЂ" Product

The courtyard needs to position itself as fine bar and dinner restaurant in unique 19th century ambience, for the middle to upper class rich and elite. It needs to shutdown its lunch operations as it is not only having вЂ"ve impact on bottom line (per exhibit 5 in case), and diverting its focus from core target market. In addition, The Courtyard is recommended to make operational changes, to improve its customer service, as follows: 1) fire its current maÐ"®tre’d Leo, as he is unable to motivate and retain the experienced staff, which has direct impact on customer service.