Unit 3 -
P4
A. The objectives in this investigation I would like to focus on include pricing, local community, brand
awareness and customers’ preference. Pricing would be one of the objectives as you want to make
sure that the pricing of the products/ or service is fair so it gives the consumer a reason to come back
this will generate your business profit as well as gaining more customers. Brand awareness would be
another objective as you want to make sure the public especially the local community know about
your business as it can generate more money due to more potential customers knowing about the
business, I need to use data to help me figure out what is the best advertisement to attract customers
in this industry. Customer’s preference is key as I’m going to carry out research that shows what
customer’s drinks, food etc. they prefer as the business need to meet their target audience’s, in this
case it would be the local community as most of their consumers will be from the community as the
business will not be expanded yet, by meeting the local communities customer’s needs t can help
them become established as more people will know about the business.
B. I am going to be using primary research as I am collecting information through surveys this is from
my own research by going to members of the public asking their opinions of what the internet café
and if they would be interested in buying from them. I want to make sure that I am collecting correct
information about the customer’s views and choices about the internet café, I don’t want to get
secondary information as it may not be accurate an example is getting information off Wikipedia on
the internet. I am going to be using quantitative data as I am going to be asking questions such as
‘how many; how often; how much’, this is normally expressed through numeric data. The reason why
I’m going to be using quantitative data is that I want specific numbers making into factual based
statistics seeing what they public preference and perception is about internet café, by doing this is
helps me understand e.g. what type of drinks the public prefer.
C. The customers that will be targeted will be the local community, this is because the Internet café
will not be established hence will not attract many customers outside the community. Local
community will be the target as the internet café will gain more customers due to the community
knowing who owns the business, and that it can be safely trusted. The local community will tell others
about the internet café hence will expand the business due to more people knowing about the
internet café, and will go outside the local community. The internet café will target 18-30 year olds as
more people have hot drinks such as coffee, tea and latte at this age as they may be late to work or
university and order a drink or product from the café, without them going out their way to buy the
product.
D. The research I will be undertaking will take 3 hours asking people information around internet café,
however I it will be over 2 weeks as I want to make sure that I get accurate information from the
correct age range, so they can undertake their advice and use it so they meet the customers
satisfaction. I will undertake this in October as its autumn season, the weather will be getting cold as
it will soon be winter, by using their quantitve data and can figure out what drinks customers would
buy and how it will help the internet business.
1. What is your age?
12-16 17-30 31-39 40+
7 12 6 5
These results show that 17-30 year olds are populated in this area, essentially young adults will visit
the cafe to possibly catch up on work either in school or their job. They could need access to the
internet hence why they would go to the internet café. This result also shows that people over the
age of 40 are unlikely to go to the internet café due to them being more occupied, this information’s
shows that internet cafes target audience is 17-30 year olds.
2. What hot drink would you drink in the winter?
HOT CHOCOLATE COFFEE TEA LATTE OTHER
4 11 7 6 2
,The results from this survey shows that most people prefer coffee, when going to a café, this is due to
the weather being cold and the public wanting to have a hot beverage to warm them up. The survey is
very useful as 28/30 people could possibly buy from internet café due to their favourite hot drink.
3. How much do you expect to pay for drinks in a café?
£1-£3 £3.50-£5 £5.50-8 £8.50+
9 11 7 3
Most of the public want to pay a fair price for a good quality drink, similarly internet café must meet
the customer’s expectations so they can attract more customers, this information shows they might
sell premium and standard products to get as many potential customers as they can to buy from
them.
4. What is your occupation?
STUDENT WORKING UNEMPLOYED OTHER
13 9 8 0
The survey shows that students are most occupied in this area, hence they will come to the internet
café to use computers whilst indulging in a drink. However, people who are working and unemployed
also are relatively high in the people I have asked in this survey, so internet café have to provide a
good price as some people may not be earning money.
5. How long will stay in the café for?
<1HR 1-2HRS 3-4HRS 4+HRS
5 7 11 7
The answers to the question show that people usually spend more than 1 hours at internet café due
to the service they provide, which is the use of computers. Internet café must make the environment
safe and have a decent computers and services for them to get the maximum amount of customers
they can.
6. Who would you usually take to the café with you?
BROTHER/SISTER FRIENDS PARENTS OTHER
4 15 8 3
This information shows that people who answered the survey would rather take their friends to the
café than anyone else, this could mean that they would socialise in the café whilst having drinks/ or
food and for students/ young adults doing work with friends. Internet café also has to be family
friendly as 12/30 people would bring their family with them to the café.
7. What time would you usually go to the cafe?
MORNING MID-DAY AFTERNOON ANYTIME
7 3 11 9
Most people would go to the café in the afternoon, this could be because college/university/work has
finished and would use this time to relax having food or drinks from the café with friends or family.
However people may go at any time, as whenever they are free they will come and eat/ drink from
the café. This information shows that the café should employ the most staff in the afternoon due to
the amount of people likely to buy the products.
8. Who would you recommend you product/ services to?
FAMILY FRIENDS OTHER
11 18 1
, These results show that people would recommend internet café to a friend’s rather than family
however they should create an equal environment so that it attracts both family and friends which is
29/30 of the people that have surveyed.
9. How regularly would you go to the cafe?
ONCE A MONTH 2-3 A MONTH WEEK+ EVERDAY
6 8 14 2
This shows that people will go to the cafe often, as they said that due to them having services such as
internet it allows them to have a good relationship with internet café due to them providing a good
service and also good products.
10. What types of food do you expect a café to have?
PASTRIES COOKIES BROWNIES BREAKFAST LUNCH (CRISPS,
(EGGS, BACON SANDWICH ECT.)
SAUSAGES ECT.)
8 2 6 9 5
This question is very well rounded as many people had different choices of what types of food they
expect in the café, the internet café must have most of the types of foods above e.g. pastries and
brownies, and also have meal offers for breakfast and lunch this will make their target audience more
likely to go to the café due to the services and the excessive products they have.
1a. strengths
I found out that as we are the only café in the community that has an internet café, more people
especially students and young adults would go to the café to work or socialise with friends. Strength I
found out about opening an internet café was that people generally would spend longer than an 1
hour in the café because of the services which we provide such as the internet, this will help us, as we
will build a relationship with the customers and be their go to café.
Weaknesses
Due to the café being new we won’t get a lot of people coming to our café to buy products/ services
as we will not be noticed by the majority of the local community when we start. Another weakness
about opening the café is that majority of people go to the café 2-3 a month, this is bad for our
business as we will not be making a big profit from customers who come every month. Our other
weakness is that we have to provide for every age range, as we want to attract the most amounts of
customers through our products and services.
Opportunities
Having people recommending both family and friends to our café is a opportunity for us to impress
them, making them come back as we want to build strong relationship with our customers so they
can buy and use more of our products, this will increase our profit and help us meet our aims and
objectives. Another opportunity is creating set meal that is affordable for all of our customers from
different times in the day as the family may come in the morning for breakfast and students
afternoon, due to their school finishing and want to socialise or get any homework done. This allows
us to benefit from to target audience maximising our profit as much as we can.
Threats
Our threats we will be our competitors as their will be more well established café in our community
which may attract any potential customers away, to maybe counter this we can bring in other services
such as delivery which will give customers less hassle at which they will order again from the internet
café. Our last threat is when to open the shop as we took data from our survey and it showed that
most people would usually use the café either morning or afternoon, hence why we may need to shut
it midday, this is because we may not be able to make enough profit to cover our expenses over this
period of time.
1b. The internet café must be open by 2019
I believe Sally should open her café in 2019. If she uses all 5 SMART objectives it would help not only
her but the business as it will have an easier time surviving the first year if she follows the SMART
objectives. Sally would have a specific aim which she must achieve, at which she wants to it in the
long term an example would be expanding her business. This will help sally as she will know what she
