Interpret Market

Trends and
Developments
Assessment 2

Jinendra Sakhare
Colombos Group

Objective
The objective of Colombos is to provide Modern Italian cuisine at an affordable price.
Colombos has managed to serve over a million customers throughout their 4 decade long
existence. Put simply, Colombos is an institution that has thrived and has learned many a
things over the past generations that they like to bestow upon the localite with a food that
is right and a conversation that is light!

Marketing Strategy
The local similar chains like La Porchetta and Sofias are the major threats in the similar
market. There are great deal of local cuisines that are the chosen choice of a few people in
the area and their presence has changed the dynamics of the market.

Performance Data Analysis

Product
A wide range of menu items that are hearty and affordable is one of the strength of
Colombos. Modern Italian as well as Authentic Italian with wines that are proudly Aussie
made and some for the nit pickers from Modena,Italy.

Price
Similar to La Porchetta and Sofias.

Place
Right at the main intersection opposite the Glen, as well as Colombos has its own Website
and Mobile App.

Promotion
Chefs Special is different everyday. Also Colombos has Lunch specials, happy hour specials
as well as Function Specials. Sporting Club sponsorship and School lunches.

People
Colombos currently employs around 50 people.

Process
Colombos has found an efficient way of doing things in the kitchen as well as in the office
that produces maximum effect on minimum effort. Weve integrated the ordering system
with back office system that helps in smooth sailing of Function Bookings

Physical Evidance
Colombos Restaurants take utmost care of cleaning. The ambiance in the Restaurant is
designed towards family friendly sitting as well as a bit sporty with a wood fire burner. A
function hall that can take upto 250 people is on board.

OverSelling Products
Apart from the main Pizzas and Pastas the $15 Lunch Special is doing really well, especially
with the dockets at Woolworths and Coles that have these mentioned have been a success.

Pasta
I. Veal Parmigiana
II. Spaghetti Bolognese
III. Squid Ink Tortellini
IV. Rigatoni Alla Matrichiana
V. Eye Fillet
VI. Porterhouse

Pizza
All The Pizzas

Wines
I. Pepperjack Shiraz
II. Stonefish Sauvignon Blanc
III. Black Pearl Chardonnay
IV. Rumours Pinot Grigio

UnderSelling Products

Pasta
I. Spinach and Ricotta Cannelloni
II. Seafood Platter
III. Ravioli Alla Colombo

Wines
I. Garfish Moscato Frizzante
II. Starborough Sauvignon Blanc

Recommendations:-
I. Provide more Lunch specials so that the customers after trying different varieties
will get the actual taste of an all rounder restaurant
II. Improve advertising on the Radio as it is a great presence in the local community on
Local channels like 95.3FM that has a lot of locals listening to it
III. Highly recommend text Message promotions as it will regularly update the clients
on the new menu items on the list and can help get more footfall
IV. Create a hashtag campaign to come in the Top Trending Topic on Instagram and
Twitter that will get a lot of young customers who can be converted into a long term
customers with the brand loyalty campaigns
V. Create a Pizza eating challenge every month that has seen great crowds already
VI. Every restaurant makes most amount of money via Functions. If Colombos gets
good functions like School Programs and Office Parties itll create a big buzz
amongst the prime spenders

Forecasting Techniques
Forecasting techniques give you a better understanding of future market trends and
provides you with an insight of probable future outcome.

Delphi
The Delphi method is a forecasting method based on the results of questionnaires sent to
a panel of experts.The Delphi technique is a widely used and accepted method for
gathering data from respondents within their domain of expertise. Several rounds of
questionnaires are sent out, and the anonymous responses are aggregated and shared
with the group after each round. The experts are allowed to adjust their answers in
subsequent rounds
Colombos can bring about panel of expert in the similar industry from the same area of
operation to save costs and create timely results.

Model Building
A model is made to test potential business related situations to discover likely results. The
conjecture demonstrate looks at a down to earth circumstance and produces reactions to
the situation.
Colombos can use this Method to try and create a tasting menu thatll define the items that
need to go on the menu and can segregate the wine choices of a particular area.

Projection
Financial Forecasting accepts that the association will keep on performing in the way in
which it is at present working. Budgetary projections make at least one speculative
suspicion about the association's future course of action.
Colombos can ask its app partners like UberEats, Menulog and Eat now regarding the
customer favourites and the items that werent ordered as many times. This will drive
Colombos in the right direction in deciding the menu as itll maintain the in house footfall
but with better understanding cost-effectively.

Scenario Planning
Scenario Planning plays a huge role in a firms long term planning as it provides a clear plan
of direction for the firms future.
 6

Colombos can use this tool for future chain expansions and site acquisitions as itll have
massive impact on the size of the restaurant business. The Function area of Colombos can
be sub-leased in the future scenarios.

Surveys of intention
An examination intended to find customers future arrangements in regard to obtaining a
specific item or service. Such a review survey is undertaken to empower a firm to create
more practical forecasts of the expected future demand for their item. Surveys are for the
most part completed by questionnaires or standard mail surveys.
Colombos with its three branches have the geographical area covered to get a in detail
insight of the demands for dishes around Melbourne. This is a great tool in planning for
Colombos. Social Media is a great way for Colombos to gain insights too.

Top Down or Bottom Up Forecasting

A top down analysis begins with a business surveying the market all in all. Bottom Up
gauges analyzing factors for example, production limit, division particular costs and
addressable market with a specific end goal to make a more precise sales projection.
Top Down Approach can help Colombos in deciding the Kitchen designs and the Chef can
determine the menu items thatll become the identity of the restaurant for the coming
years and can become a standardised mechanism template for future employees to follow.
Bottom Up approach can be more useful to Colombos as every sections costs will be
analysed and the short term goal will be considered in terms of planning towards a long
term objective. Menu deciding can be done with a few chosen customers insights in the
new area or from an existing area of similar nature.

Bibliography
http://www.colombosrestaurant.com.au/our-story/
Colombos Internal Data Source and Reports.