Essay on New Product Development Process

9781 Words May 20th, 2011 40 Pages
2011
[Πληκτρολογήστε το όνομα της εταιρείας]
1/11/2011
UNIVERSITY OF WALES-BRITISH HELLENIC COLLEGE
ASSIGNMENT FOR EBA 314
MARKETING
TUTOR: GEORGE PAPADOPOULOS
PROJECT MAKERS: MATINA SKLAVOU, ALEXIS ZAGORAS, GEORGE MICHAEL

Sweet Balance Restaurant
New Service Development

Table of Contests: 1) New Service Development Process 1.1) Company Description

2) Industry Analysis
2.1) Market Trends & the Future
2.2) Competition
2.3) Healthy Food Alternative

3) Screening

4) Swot Analysis

5) Concept Testing

6) Business Analysis
6.1) Costs
6.2) Sales & Profits

7) Market Testing 7.1) Test Market (Questionnaire)

8) Commercialisation
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Our restaurant offers high-quality healthy food and a wonderful experience at reasonable prices. We serve healthy, nutritious food! However, our intention is not only make healthy food delicious but also appealing to any person who wants a meal that actually benefits the body. We provide friendly service for any person interested in a healthy meal. Sweet Balance Restaurant introduced five months ago and is located at Nea Smirni, Athens at the same building with our fitness center and is a medium- size restaurant serving healthy style food based on Mediterranean diet and on vegan options. We want our restaurant to be differentiated from our gym services but at the same time we want to be connected with it as a part of our organisation. That connection must be reflected at our brand name. The brand name of the fitness center is Starry Bodylook Fitness Center (SBFC) and we want to transfer the existed brand loyalty of our gym customers and of the citizens of Nea Smirni to our restaurant too. For these reasons the restaurant is named “Sweet Balance Restaurant” (S.B.R). Our goal from the brand name is to

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