Hamburger and Target Market Essay Example for Free

Hamburger and Target Market Essay This chapter represents the introduction, statement of the problem, objectives and scope and limitations of the study. Introduction A burger is usually defined as a sandwich consisting of a bun, a ground meat patty and often other ingredients such as cheese, onion slices, lettuce and other condiments. The ingredients are often used in combination and are usually called a cheeseburger. Although the origin of the modern beef hamburger came from the Germans, many culinary historians consider the burgers to be primarily from an American concoction. The first burgers were made from various cuts of beef ground into a manageable paste but eventually there emerge different ground meats and vegetable mixtures that have earned the right to be called â€Å"burgers† even in their own distinctive taste. Today, there are dozens of variations on the basic meat patty served between two slices of bread. Indeed through the years, the simple American meal called â€Å"burger† has transformed itself to an array of variations combining different ingredients to suite the taste of millions of people worldwide. Tony Tan Choking, who is the CEO of Jollibee which is considered as the one of the most popular fast-food chain in the Philippines, told in his interview for Business Week Asia that, â€Å"hamburgers, they appeal to any culture†. Taking to account that through this sumptuous dish, Jollibee was able to gain current status in the Philippine business. At present the hamburger toppings may not vary much. Some toppings ramp up taste and may love variants of toppings like the bacon cheeseburger or the replacement of standard condiments (mayo, mustard, ketchup) with things like barbecue sauce. Arguments exist as to what condiments should exist on hamburgers, and also what other things a hamburger needs such as lettuce, tomatoes, onions and pickles. There is no hard and fast rule that requires ingredients to be combined to the more familiar and staple hamburger toppings. In fact, the present times emphasizes creativity and innovation on almost anything even in the traditional hamburgers, which offers usually the same fairly blank palate. Currently an innovation on the burger recipe is viewed as means of culinary expression and way to create exciting and new taste combinations by varying toppings. Ultimately, innovation on the traditional burger combining different ingredients together in different proportions boils down as a means to satisfy one’s palate and finally one’s individuality. Thus with these concept, a new business establishment that deviates from the traditional way on how burger is served has emerged. The business establishment is called Jumbleger and this paper aims to evaluate the business’s feasibility in terms of target market acceptance, profit gain and overall future performance. Statement of the Problem. This paper aims to evaluate the feasibility of an innovative new business establishment to be called Jumbleger in terms of target market acceptance, profit gain and overall future performance. Specifically it aims to answer the following sub-problems: 1. Which among the following groups compose majority of the population surveyed? a. Which of the following age groups compose majority of the population surveyed? b. Which gender compose majority of the population surveyed? c. Which among the different educational attainment compose majority of the population surveyed? d. Among the samples who are students, what schools are they from? f. Which among the different civil status compose majority of the population surveyed? g. Which among the different income bracket is the most common income classification of the population surveyed? 2. Is an innovative new concept of a burger business significantly acceptable to the target market? a. Does majority of the population surveyed eat burgers? b. How often does the majority of the population prefer to eat burgers? c. Does majority of the population surveyed willing to try burgers in new varieties of flavors? d. Among the business establishments who offer burgers in their menu, which is the most preferred by the population surveyed? 3. What are the ingredients most preferred by the population surveyed? a. Among the different kinds of patty which is most preferred by the population surveyed? b. Which among the different kinds of sauces are most preferred by the population surveyed? c. Which among the different toppings are most preferred by the population surveyed? 4. Is the new concept burger be considered affordable to the target population and yet still be a profitable business? a. Among the different price groups for a burger, which will be most preferably spent by majority of the population surveyed? b. How many servings is the majority of the population surveyed able to consume per meal? Objectives of the Study The general objective of this paper is to evaluate the feasibility of an innovative new business establishment to be called Jumbleger in terms of target market acceptance, profit gain and overall future performance. The following are its specific objectives: 1. To determine which among the following groups compose majority of the population surveyed. 2. To evaluate if an innovative new concept of a burger business significantly acceptable to the target market. 3. To identify the ingredients most preferred by the population surveyed. 4. To determine if the new concept burger be considered affordable to the target population and yet still be a profitable business. 5. To derive recommendations for further improvement of the business. Scope and Limitation of the Study The demographic profile as well as the needs and wants of the proposed target market shall be further identified and discussed in the study, in order to asses whether the proposed business would gain impact in the proposed market location. Also, such study shall determine the preferences and level of satisfaction of the proposed market with regard to their food consumption particularly with burgers. The target markets of the proposed business are customers who are frequent in St. Thomas Square, Morayta, more particularly the students from different universities, colleges, review centers and business establishments situated in that vicinity.