Marketing Research Of Beijing Origus Corporation

In this paper, we develop the marketing strategies for Beijing Origus. First wedevelop a market reach to get the information of main customers. Then we segmentthe market and select the target market and target customers for Origus. Through themarket research, we find out these characters of customers: 52% of them are young people between 15-25 years old. 62% of them havebachelor degree or above. 37% of them are middle school students. 23% of themwork in country owned enterprises. 21% of them work for join venture companies orprivate companies. 73% of them have salaries below 3000Yuan per-month. More thanhalf of them get to know Origus through introduction of relatives or friends. 69% ofthem are impressed by Origus as buffet while 14% of them are impressed by Pisa.57% of them have Origus with friends, while 28% of them with families. 36% ofcustomers get to Origus by feet. 60% customers consider the main reason they chooseOrigus is that Origus provides buffet. 43% of total customers have taken Origus formore than 10 times. In Origus, the most welcomed food is Pisa. But 50% customersthink the quality of food should be improved. Many customers like souvenir morethan other promotion. There are 67% of them choose Pizza-hut as the best Pisa brandwhile 26% choose Origus. When choosing a new restaurant, 41% of customersconsider more about the taste while 32% choosing recommendation from friends.After the analysis of strategic policies of Origus, we recommend Origus tochoose the main customers as target customers. Origus should adjust company'sstrategy according to the request of target customers.Origus also needs to adopt the proper media ways to communicate with targetcustomers. We plan a large promotion activity for Origus: The gathering of 80s.Through this large outdoors activity, Origus will enlarge its branding force andimprove the sales as while.