Subject: Marketing Topic: Competitive Advantage:

Describe in brief your top three competitors. How will this differentiation strategy give you a competitive advantage over your competitors? [These competitors can be direct competitors or indirect competitors] How will you sustain this competitive advantage over the long term? Brand personality (the image that you want to create of your product or service e.g. hip, youthful, rebellious – describe as if you were describing a person) Marketing 100 Group: Davale Bush, Xiaoqi Zhu, Xi Chen, Saadah Masoud, Jiahui Wu, Stephanie Jean Pierre Etablei ETable Service & Features • Electronic Table with a built in touch screen interface o Allows restaurants to preload menu, which can be accessed at any given time. o Allows customers to be able to access their E.A.T (Estimated Appetizing Time), which makes them aware of the process of their order and the amount of time it should take. o Allow customers to notify waiter when needed. o Kid Friendly interface that will keep your children of all ages happy and entertained in a positive manner. o Built in USB ports to charge electronic devices. o Apple Pay/Android Pay Accessible within ETable o Allows customer to rate satisfaction once paid. Benefits of ETable & The Problems It is Solving ETable takes the frustration of dining and adds the ease of technology to make a “device” that is reliable and efficient adding to the customers overall experience Benefits of ETable Include… • Eliminates children’s paper menus and crayons. • Eliminates potentially dirty, sticky, and unclean menus • Faster and more reliable service • Keeps the customer updated on the process. (Everyone likes to know what’s going on with their food) • Decreases negative interactions between waiters and customers • Decreases chance of customers order being wrong • Increases CUSTOMER SATISFACTION TA3 Target Market Etable has found and identified a segment within the restaurant industry that will help us capitalize on our upgraded approach to casual dining. Our goal is to focus on technologically advanced who typically range from the ages of 18 to 24. With our upgraded approach to casual dining we plan to connect to our target market directly through technology. With the everyday advancement of technology there is always the desire for something new and Etable plans to bring that to the table... Literally! With our technological variation to the modern table we plan to make the casual dining experience faster, more reliable and overall we plan to make it fun. Marketing our restaurant to technological savvy youth also gives us an advantage with marketing and advertising our restaurant as a whole. With the increase of social media use amongst youth today and the ease of connecting to millions of people around the world, ETable is guaranteed to make a statement to people all over because this can attract youths. Market Demographics >The age of our potential customers will be from 18 to 24 years old. >Our customers will likely be ? males and ? females, but not totally excluding other age groups. > Our ETable restaurant fits into a higher technology related group >Our ETable restaurants will target middle and upper class of the society. >Even though majority of our customers are employed, we will also target retirees (baby boomers) who are into new technology. Market Psychographics We have narrowed our buyers into 1 Target market of Consumers who’d be willing to use our product/service. The tech-savvy hip young adults will not have a problem using our product. According to (Willow bee, Neweratech.com,2014) Consumers ages 18-34 years old had a 41% interest rate in tabletop technology in restaurants while consumers ages 45-65 years old only had a 15% interest rate. Furthermore, these young people eat out and drink alcohol outside the home more often than other age groups. (FRISCH, 2015). People between the ages of 18 and 24 eat out more often than other age groups. (MOULATSIOTIS, 2015). The Tech-savvy young adults don’t want to pay much for the food and since they eat out more than any other segments. We will focus on their wants. Additionally, it would be a lot easier for that particular segment to use our E-table due to the fact they’re more up to date with new technology. All we have to do is keep our restaurant relevant in the new trends. Product Positioning We will position our restaurant as at reasonably price, upscale, healthy modernized full service technology restaurant. The consumers who appreciate high-quality healthy food will recognize the value and unique offerings of our restaurant. Target customers will be young adults aging around 18 to 24 who enjoy exploring the latest high technology. We serve fresh and high quality food with reasonable price. And also, we will show the feature to our customers the integrity of our company in which, we are finding the best ingredients and that we respect the animals, the environment, and the farmers through various medium. It is important that we shape a strong image for our company, since our restaurant is a technology-type restaurant, modern, youthful and enforces the pursuit of freedom. In addition, customer service will be one of the priorities in our restaurant. All employees will ensure that the customers are having the most pleasant dining experience. All employees will go through an extensive training program for computers and only experienced people will be hired. 49.