You will prepare and submit a term paper on Hospitality Service and Facilities Management. Your paper should be a minimum of 1500 words in length. In the case of Our Sandwich Store, we will be using sales promotion that employs several activities to provide incentives to customers in order to stimulate immediate sales. A sales promotion as defined in the Business Dictionary is an activity designed to stimulate sales through “contests, demonstrations, discounts, exhibitions or trade shows, games, giveaways, point-of-sale displays and merchandising, special offers, etc.” Aside from this, Lake, L. (2011) said that focusing on the target market will help the company strengthen the brand’s competitiveness. So in order to arrive at the correct strategy of promotion, it is necessary to make an analysis of the existing conditions of the business to answer the following questions as suggested by Lake (2011)
First, let us define the target market of the business. Target markets of Our Sandwich Store are students, teachers, and office staff. Because of this preoccupation, the target customers are located on the campus, universities, and vicinities around the school. These are the customers who find fast food set up convenient for a quick snack, lunch, or dinner. Patrick Noone, in a sandwich consumer trend report (2010), as shown in the chart below, said that some of the reasons consumers for buying sandwiches are that, along with hunger satisfaction, they put importance on health and portability of the food. More consumers prefer sandwiches to go at lunch and prefer a light and healthy meal at lunch. This means that lunch sandwiches are routinely purchased by target markets for lunch than for dinner food. However, for dinner, consumers prefer quality and bigger portion sizes, even if the sandwich commands a higher price.
Competition of Our Sandwich Store is café bars, pubs, and supermarkets which are also located around the vicinity of a university or campus. One of the café bars that I have checked on the internet.