HTM 499 <br />Individual ProjectFall 2008<br />Feasibility Study on Website Construction and Online Marketing <br />Suh-hee Choi<br />
Table of Contents<br />1. Identification of need <br />2. Identification of market group <br />3. Business concept <br />4. Mission statement<br />5. Decision model<br />6. Competitor analysis<br />7. Bottom line questions<br />8. Website construction and design<br />
1. Identification of Need<br />The Internet is getting more efficient tool for providing information and building relationship with customers <br /> Small-sized restaurants with limited budget should market efficiently with well-made websites. <br />This project is a feasibility study of constructing a website for a middle-sized local restaurant.<br />
2. Identification of Market Group<br />West Lafayette<br />43.9% -- 20 to 24 years old<br />65% -- 15 to 34 years old<br /> West Lafayette + Lafayette <br />40 thousand people --15 to 34 years old<br /> Main visitors of the website<br />residents of Lafayette and West Lafayette<br />strongly appeal to teen-agers and young adults<br />Purdue University memgers -- high accessibility to the Internet <br /> Online marketing will be effective to our business. <br />
3. Business Concept<br />Restaurant concept : entertainment restaurant in class. <br />“eatertainment” concept (Lack of “experiential restaurants” in the greater Lafayette area running entertainment restaurant will be successful) <br /> Enjoyable atmosphere<br />Website also should incorporate the concept of being “energetic, fun, noisy, unique, exciting, active, and open,” as discussed in class. <br />
4. Mission Statement <br />Paragraph 1 <br />potential visitors of the website <br />the importance of online marketing <br />clarifying the core value we can propose from online communication.<br /> Paragraph 2<br />website domain name and its appearance<br /> characteristics of our website and its structure<br />emphasized function rather than sophisticated design <br />we will ask a website design company to construct the template and will utilize the website and manage by ourselves after the construction <br /> Paragraph 3<br />special service provided<br />
7. Bottom-line Questions<br />Isn’t it an excessive investment to construct and use website as a marketing tool? <br />Studies show that website is a good way to communicate with customers and to induce customer satisfaction and loyalty, if managed well.<br />Does online marketing really work? <br />Adequate responses to the customers’ feedback will significantly enhance the opportunity to lead customer’s satisfaction.<br />
8. Website Construction and Design<br />1) Websites for small local restaurants – a case study of Chinatown Ice Cream Factory (CICF) in New York City<br />
8. Website Construction and Design<br />2) Website construction – budget <br />WPromote (www.wpromote.com) provides service to construct basic websites with $1495. <br />
3) Website contents<br />Paying attention to meet the five levels of customer relationships -- basic, reactive, accountable, proactive, and partnership<br />concept of our website should be compatible to the theme of our restaurant <br />energetic, fun, noisy, unique, exciting, active, and open <br />bright <br /> will benchmark the concept that Dave & Buster’s and ESPN Zone’s websites <br />8. Website Construction and Design<br />
4) Additional consideration<br />effective management of online communication channels is required. <br />Full-time staff members who are responsible for marketing and customer relations should be trained well to keep track of <br />our restaurant’s information<br />customers’ trends and participation<br />8. Website Construction and Design<br />
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