Market Analysis

It’s all about the customers’ customers!

EfficienSee

J. Bijnagte

J.C. Boer

L.W.J. Boerman

J.C. de Jonge

The segmentation processMacro level (Attractiveness)CustomersMicro level

Assumptions Perceptual map

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Macro level Distribution channels

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Food+Beverage

suppliers

Hospitality holders Consumers

Advertisers

Automatisation suppliers

Internet

suppliers

Mobile software developers

Macro level Hospitality industry total revenue

(excluding VAT in euro’s * 1,000,000)

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Source: Bedrijfschap Horeca en Catering

Macro level Target customer Hospitality industry Size: 90,000+ companies (2009)

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Revenue growth 2000-2008 2,0% 2008 -0,5% 2009 -3,0% 2010 (projected for Q1) -0,9%

The hospitality holders

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Geographic Psychographic Country The Netherlands Social class - Region Urban area’s Personality Modern , Open minded County size - Lifestyle Modern

SMSA population 90.000+ Activities, interests, & opinions (AIO’s)

Electronics etcInnovation

Density High

Demographic Behavioralistic Age 16- 86 Decision unit - Sex Male / Female Usage rate - Education - Readiness Ready Occupation Hospitality holder Benefits sought Higher efficiency Race - Occasion - Family life cycle - Brand loyalty Low

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It’s all about the customers’ customers!

Who are they? Could be anyone e.g. :

Friends Family Strangers Students Businessmen

(Betá) Market research shows “Personal contact (service) in the hospitality industry is

important”

2 options:4. Focus on a specific segment

Low-service Business segment

5. Adjust the (service level of the) product Focus on drinks and snacks only Different types of applications

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Micro level Focus on a lower service segment of the hospitality industry

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There is a need for cutting costs One of the biggest costs is HR The industry is recovering from the crisis Hospitality investment in electronic products is rising

However the market, Is hesitant to invest Is having cash problems

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Apple iPad27-1-2010Touchscreen heeft de toekomst.Zojuist heeft Apple-topman Steve Jobs de langverwachte iPad onthuld: een draadloos aanraakscherm dat qua uiterlijk, afmetingen en eigenschappen veel weg heeft van Otoucho.Door ontwikkelingen als Otoucho en de Ipad, worden touchscreens steeds toegankelijker voor het grote publiek. De toekomst is wellicht dichterbij dan u denkt!

Variables:

CostsLeasePayment total packageFree hardware in return for percentage payment per orderPayment total package+after sales service

Size7”9”12”Bigger than 12”

Payment options Connected to current payment systemIntegratedMobile paymentIntegrated+mobile payment

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DesignMounted on tableNext to table (on wall)PortableIntegrated in table

OptionsNoneService apps: Cab service/public transport Apps: Games etcApps Multiple apps + wifi

PurposeFoodDrinksFood+DrinksDrinks+Snacks

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