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In this chapter, the writers will analyze the strengths, weaknesses, opportunity, and threats that are related to Hu’s Garden Restaurant to suggest the best advertising media they can choose. Besides that analysis above, the writers will also analyze the influence between advertising and promotion activities and for the restaurant itself from the questionnaires that has been distributed before in order to make the results of this thesis to be more accurate.
4.1. SWOT Analysis
The writers do the SWOT analysis based on the advertising that is commonly used by other restaurants in Netherland, therefore we use several media of advertising. Each media has different SWOT. Below is the SWOT analysis table of each type of media advertising. The writers will divide the SWOT tables of each type of media to make the comparison clear. And from this comparison, the writers can make a conclusion and give suggestion what strategies can be taken by Hu’s Garden Restaurant in using the advertising media the Hu’s Garden Restaurant chooses.
4.1.1. SWOT Analysis for Television 4.1.1.1. Strengths
1. It is creative, flexible media and has real visualization
2. You can make people watch, hear and even read your message
3. You can create emotional message emotional (funny, serious, exciting)
4. Cable television reaches almost 30 channels in average, each focuses on it is own target group
5. Regional channels are cheaper for advertising as national channels 6. Television is watched throughout the day
4.1.1.2. Weaknesses
1. The message is perishable and easily forgotten without expensive repetition 2. Shorter spots which make effective communication difficult
3. There are many commercials in the same block 4. It is an expensive medium for advertising
5. It has many different channels people can tune to
4.1.1.3. Opportunity
1. 92,5% of all households always watch television
2. Cable television reaches almost 30 channels in average 3. It can cover almost all ages
4. Advertising is allowed in cable television
5. Advertising on television helps building an image 6. People remember television advertising often
4.1.1.4. Threats
1. The Television audiences are fragmented so people tend to find interactive channel.
2. With remote control functions. It makes people easily change television channel during commercials.
3. Giving most interactive entertainment that make people always change Television channel.
Table 4.1. Table of SWOT analysis for Television
Strengths Weakness
1. It is creative, flexible media 1. The message is perishable and easily forgotten without expensive repetition 2. You can make people watch, hear
and even read your message
2. The shots are short which make effective communication difficult 3. You can create emotional message
(funny, serious, exciting)
3. There are many commercials in the same block
4. Cable television reaches almost 30 channels in average, each focused on their own target group
4. It is an expensive medium for advertising
5. Regional channels are cheaper for advertising as national channels
5. It has many different channels people can tune to
6. Television is watched throughout the day
7. It is an efficient media to reach
mass audience, covering all ages
Opportunities Threats
1. 92,5% of all households always watch television
1. The Television audience is fragmented with interactive technology which can make more fragmentation in future 2. Advertising is allowed in cable
television
2. With remote control function, make people easily change television channel during commercials
3. Advertising on television helps building an image
3. Giving most interactive entertainment, make people always change Television channel.
4. People remember television advertising often
4. It reaches many people who are not your target group
5. Advertising on television helps building an image
6. People remember television advertising often
Based on SWOT analysis above, the writers can find that there are some strategies that can be taken by Hu’s Garden Restaurant if they take Television as advertising media, such as:
- Choose a local channel for advertising. It will save extra costs and will make sure you will reach your target group
- Choose a specific time for advertising to make sure you will reach the target group
- Invest more money and advertise on more different channels or shorter shots showed more often.
- Make sure that your message is written, spoken out and visualized to obtain the best result in memory
4.1.2. SWOT Analysis for Newspaper 4.1.2.1. Strengths
1. Advertising is cheaper than television 2. You can use both text and pictures
3. It maintains high credibility as a new source and an advertising media 4. It is published everyday.
5. You can choose different sizes
4.1.2.2. Weaknesses
1. The low average reading time of newspaper 2. Few advertising are given more than a glance
3. Newspaper circulation has fallen far behind population and household growth 4. Advertising is more expensive than flyers or internet
5. Small advertisements are hardly read
4.1.2.3. Opportunity
1. Almost 60% of adults read newspaper daily
2. The newspaper is directed at a large group of age (18 – 70) 3. It readership especially well educated population segment 4. There are all both regional and national newspapers
5. There are different newspapers focused on specific target groups
4.1.2.4. Threats
1. It has to face television as a primary source of news as a competitor
2. Television has recently overtaken newspaper as the number one advertising media
3. Many advertising users (include restaurant) have cut advertising budget and moved to direct mail.
4. There are many competitors advertising
5. People forget the message fast if it is not repeated.
Table 2.3. Table of SWOT analysis for Newspaper
Strengths Weakness
1. Advertising is cheaper than television
1. The low average reading time of newspaper
2. You can use both text and pictures 2. Few advertising are given more than a glance
3. It maintains high credibility as a new source and an advertising media
3. Newspaper circulation has fallen far behind population and household growth
4. It is published everyday 4. Advertising is more expensive than flyers or internet
5. You can choose different sizes 5. Small advertisements are hardly read
Opportunities Threats
1. Almost 60% of adults read newspaper daily
1. It has to face television as a primary source of news as a competitor 2. The newspaper is directed at a large
group of age (18 – 70)
2. Television has recently overtaken newspaper as the number one advertising media
3. It readership especially well educated population segment
3. Many advertising users (include restaurant) have cut advertising budget and moved to direct mail 4. There are both regional and national
newspapers
4. There are many competitors advertising
5. There are different newspapers focused on specific target groups
5. People forget the message fast if it is not repeated.
By inserting and comparing these characteristics from newspapers into cross table above the writers find that there are some strategies that could take by Hu’s Garden Restaurant when they take Television as media advertising, such as:
- Choose for a large advertisement in a local newspaper - Advertise in a newspaper that suit the target group
- Make sure that your advertisement will attract the attention by combining text and pictures to the best
- Advertise regularly small ads instead of one time a big ad.
4.1.3. SWOT Analysis for Radio 4.1.3.1. Strengths
1. The advertising cost is cheaper than television 2. It has no charge of fee for the radio listeners.
3. It is published everyday.
4.1.3.2. Weaknesses
1. No visualization, only by sounds 2. It has limited range of broadcast
3. Radio coverage ranges are not as wide as television.
4.1.3.3. Opportunity
1. New technology combines Radio with other entertainment products (mp3, mobile phone).
2. It has a lot of radio stations, regional and national 3. Advertisement segment is allowed
4. Most people have radio in their home / car / mp3 player.
4.1.3.4. Threats
1. Varieties of radio station channels make people difficult to choose a channel to advertise
2. Most people use it only for entertainment segment 3. New technology of mp3 player, make radio is forgotten.
Table 2.4. Table of SWOT analysis for Radio
Strengths Weakness
1. The advertising cost is cheaper than
television 1. No visualization, only by sounds 2. It has no charge of fee 2. It has limited range of broadcast 3. It is published everyday 3. Radio coverage ranges are not as
wide as television.
Opportunity Threats
1. New technology combines Radio with other entertainment products (mp3, mobile phone)
1. Variety of radio stations channel make people difficult to choose a channel to advertise
2. It have a lot of radio stations, regional and national
2. Most people use it only for entertainment segment
3. Advertisement segment is allowed 3. New technology of mp3 player, make radio is forgotten
4. Most people have it
Strategies that Hu’s garden Restaurant can take if they will take radio as media advertising, such as:
- Choose local radio that is quite famous in Enschede.
- Pay attention to the time to advertise (such as going to/back from work) - Message must be interactive and reminded easily by the listener.
4.1.4. SWOT Analysis for Brochures and free folders 4.1.4.1. Strengths
1. Brochures has color pictures and messages and still it can be made as attractive for people who see it.
2. It has a long life period of time
3. Easy to distribute. We can put it in the restaurant where people easy to see and get it, such as next to the menu card for take away service, or in the lounge.
4. Brochures are still the relatively cheap media from the budget side to produce.
5. There is no permit to distribute it.
6. Control where your brochure is placed or who receives it.
7. Can be done yourself. It is a good investment to hire a professional as soon as you can.
4.1.4.2. Weaknesses
1. Easy to loose, cause some people actually just read it for a while and throw it away.
2. Generally given to all qualified customers, so using it for mass audiences may be cost prohibitive.
3. The brochures can quickly become outdated and money is wasted.
4. Brochures face competition with other printed media such as magazine and newspaper.
5. Range of distribution is limited.
4.1.4.3. Opportunity
1. People like receiving special offers or discount coupons 2. All people have mailboxes
3. Most people will accept a flyer when it is handed over
4.1.4.4. Threats
1. Many people consider it as advertising material and it is less interesting 2. Many people throw it away
Table 2.5. Table of SWOT analysis for Brochures and Free folder
Strengths Weakness
1. It is creative media opportunity with message, pictures and colors 2. It has a long life period of time 3. Easy to distribute
4. Relatively cheaper than other media advertising
5. There is no special permit to distribute it.
6. Control where your brochure is placed or who receives it 7. Can be done yourself.
1. Easily forgotten
2. Generally given to all qualified customers, so using it for mass audiences may be cost prohibitive 3. The brochures can quickly
become outdated and money is wasted.
4. It has to face competition with other printed media
5. Range of distribution is limited.
Opportunities Threats
1. People like receiving special offers or discount coupons
2. All people have mailboxes 3. Most people will accept a flyer
when handed over
1. Many people consider it as advertising material and it is less interesting
2. Many people throw it away
Based on the SWOT analysis above, the writers can decide some strategies that can be taken by Hu’s Garden Restaurant if they want to use brochures as media, like:
- Make interactive and innovative brochures that make people tend to keep it (like put discount to eat at restaurant)
- Distribute it at potential place. (Centrum, university)
4.1.5. SWOT Analysis for Internet 4.1.5.1. Strengths
1. The Internet offers inexpensive media, because Hu’s Garden joins the Fine Eastern Restaurant websites (www.fer.nl). It means Hu’s Garden does not have to pay this advertising.
2. The Internet offers a fast media
3. The Internets become the most interactive media because in FER websites provide the details of Hu’s Garden with some picture and have personal contact or addresses.
4.1.5.2. Weaknesses
1. The sheer number of commercial and non-commercial websites makes it difficult for consumers to know what is available. Once it is known, consumers may not have much time to spend it with any single site.
2. Internet advisers are not sure how to fully utilize the potential of media.
Research has not been able to determine the effectiveness of online advertising relative to traditional media form.
4.1.5.3. Opportunity
1. Growing popularity of Internet.
2. It is estimated that Internet advertising revenues will soon surpass $5 billion.
These rapid growths become a great opportunity to reach million of potentials customer immediately, interactively and inexpensively.
3. Nowadays, Internet providers in Netherlands offer cheap Internet packages.
4.1.5.4. Threats
1. Lack of knowledge about the usage of Internet in society.
2. Possibility of spy-ware, viruses, worms, hacker attacks, customer data theft and other security threats
Table 2.6. Table of SWOT analysis for Internet
Strengths Weakness
1. It offers inexpensive media 2. It offers quick media
3. It becomes the most interactive media
1. The sheer number of commercial and non commercial websites
2. The uncertainty among internet advertiser about the effectiveness of online advertising
Opportunity Threats
1. Growing popularity of internet 2. It is estimated that internet
advertising revenues will soon surpass $ 5 billion
3. Nowadays, Internet providers in Netherlands offer cheap Internet packages.
1. Lack of knowledge about the usage of internet for older people
2. Possibility of spy-ware, viruses, worms, hacker attacks, customer data theft and other security threats
Some strategies that Hu’s garden could took based on SWOT analysis that has been made such as:
- Up to date at FER homepage if there are some special events.
- Make Hu’s garden restaurant own homepage outside FER homepage (Example including special online reservation)
- Join in search engine, in restaurant community.
4.1.6. SWOT for Yellow Pages 4.1.6.1. Strengths
1. Yellow pages appeal to a self selected consumers already in the market for a specific product or service. Almost half of yellow pages references results in a purchase.
2. Yellow pages advertising demonstrate high usage, consumer awareness and 24-hour availability.
3. From the side cost effectiveness, it is cheaper for Hu’s Garden
4.1.6.2. Weaknesses
1. Yellow pages offer limited proportional opportunities. They cannot create an image, build demand, or promote a special sale, even readership is audience initiated.
2. Yellow pages are inflexible. If company changes its product line, hours of operation, prices or address, it can be months before these adjustments are reflected in the company’s directory advertising.
4.1.6.3. Opportunity
1. Yellow pages are used by a large segment of the population on a regular basis because people can still get yellow pages for free. It becomes an opportunity to have a large segment. More than 75% of adults use the yellow pages monthly.
2. People can get it for free
3. It is still being used by people for looking for information such as addresses, phone number.
4.1.6.4. Threats
1. Yellow pages cannot protect an advertiser from clutter. Virtually every major competitor will be competing for consumer time with other advertising.
Table 2.7. Table of SWOT analysis for Yellow Pages
Strengths Weakness
1. Yellow pages appeal to a self selected consumers already in the market for a specific product or service.
1. It offers limited promotional opportunities
2. It is inflexible media advertising 2. Yellow pages advertising
demonstrate high usage, consumer awareness and 24-hour availability.
3. From the side cost effectiveness, it’s cheaper for Hu’s Garden
Opportunity Threats
1. It is used by large segment population on a regular basis
1. It cannot protect the advertiser from clutter
2. People can get it for free 3. It is still being used by people for
looking for information such as addresses, phone number.
Following the SWOT analysis above, writers can make some strategies that can be used by Hu’s garden restaurant if Yellow pages are taken as media advertising, such as:
- Make a big size of ads in restaurant pages.
- Put on first or second page of yellow pages.
4.1.7. SWOT for Billboard 4.1.7.1. Strengths
1. Easily to recognize and readable on size
2. Contains of interactive picture that is easy to remember
4.1.7.2. Weakness
1. Difficult on placement
2. Easily forgotten because is not placed everywhere 3. Contains short message that sometimes it is not clear
4.1.7.3. Opportunity
1. Usually placed at Main Street or public facility 2. New technology introduces moveable picture
4.1.7.4. Threats
1. Can be dangerous caused by bad weather.
2. It is difficult to get license to advertise.
Table 2.8. Table of SWOT analysis for Billboard
Strengths Weakness
1. Easily to recognize and readable based on size
2. Contains of interactive picture that is easy to remember.
1. Difficult on placement
2. Easily forgotten because it is not placed everywhere
3. Contains short message that sometimes not understandable
Opportunities Threats
1. Usually placed at main street or public facility
1. Can be a dangerous caused by bad weather
2. New technology introduces moveable picture
2. It is difficult to get license to advertise
Strategies that the writers get following SWOT analysis above that can be use by Hu’s garden are:
- Join with other billboard media (ex. slide billboard)
- Put a nice spots of the restaurant that can attract people when they see it.
- Put the ads at place/road/building that people always visit.
- Use simple and detail message to make people always remember.
4.1.8. Conclusion of SWOT analysis
After the writers divide and describe all SWOT from several advertising media (television, newspaper, radio). The writers make some strategies to guide Hu’s Garden Restaurant if Hu’s Garden Restaurant wants to choose media in the future. The writers also see that not all of those media have the same way and result when they advertise the restaurant to public. The writers have already made research to people in Enschede by distributing questionnaires, so the writers can match between the SWOT analysis and questionnaires to find a result suggest Hu’s garden Restaurant, so they will not get confused when they have to take an action to do advertising in the future.
4.2. Questionnaire analysis Question 1
“Do you eat in Restaurant? “
From the questionnaire, it can be defined a result as follows:
Yes = 30 = 75%
No = 10 = 25%
Total = 40 =100%
From this question, the writers can conclude how many people in Enschede ever eat in restaurant.
75% people in Enschede - Netherland eat in restaurant.
25% people in Enschede – Netherland don’t eat in restaurant.
Question 2
“How often do you eat in a Chinese restaurant in a week?”
Once in a week = 32 = 80%
2-5 times in a week = 6 = 15%
More than 5 times a week = 2 = 5%
Total = 40 =100%
From this question, the writers can conclude how often people in Enschede- Netherland, eat in a Chinese restaurant for a week.
80% people in Enschede eat only once a week in Chinese restaurant.
15% people in Enschede eat 2-5 times a week in Chinese restaurant
5% people in Enschede eat more than 5 times a week in Chinese restaurant
Question 3
“With how many people do you eat in Chinese Restaurant?”
Alone = 3 = 7,5%
With a person = 8 = 20%
2-4 people = 23 = 57,5%
More than 4 people = 9 = 15%
Total = 40 =100%
From this question, the writers can conclude with how many person people in Enschede eat in Chinese restaurant.
7,5% people in Enschede eat alone in Chinese restaurant
20% people in Enschede eat with a person in Chinese restaurant 57,5% people in Enschede eat with 2-4 people in Chinese restaurant 15% people in Enschede eat with more than 4 people in Chinese restaurant
Question 4
“How much do you spend when you eat in Chinese restaurant?”
10 Euro = 4 = 10%
10-50 Euro = 13 = 32,5%
50-100 Euro = 14 = 35%
More than 100 Euro = 9 = 22,5%
Total = 40 = 100%
From this question, the writers can conclude how much money the People in Enschede spend to eat in Chinese restaurant.
10% people in Enschede spend 10 Euro’s 32,5% people in Enschede spend 10-50 Euro’s 35% people in Enschede spend 50-100 Euro’s
22,5% people in Enschede spend more than 100 Euro’s
Question 5
“Which media do you think is the most effective for advertisement?
Newspaper = 13 = 32,5%
Television = 11 = 27,5%
Radio = 9 = 22,5%
Yellow pages = 7 = 17,5%
Total = 40 = 100%
From this question, the writers can conclude which media is the most effective for advertisement.
1. 32,5% people in Enschede said Newspaper 2. 27,5% people in Enschede said Television 3. 22,5% people in Enschede said Radio
4. 17,5% people in Enschede said Yellow pages
Question 6
“Do you watch television last week?”
Yes = 37 = 92,5%
No = 3 = 7,5%
Total = 40 = 100%
From this question, the writers can conclude did people in Enschede watch television lately.
92,5% people in Enschede watched television lately 7,5% people in Enschede did not watch television lately
Question 7
“Which channel do you often watch?”
Ned 1,2,3 = 8 = 20%
RTL 5 = 6 = 15%
RTV Oost = 12 = 30%
TV Enschede = 9 = 22,5%
Others = 5 =12,5%
Total = 40 =100%
From this question, the writers can conclude which television channel that people in Enschede prefer to watch.
20% people in Enschede watch Ned 1,2,3 15% people in Enschede watch RTL 5 30% people in Enschede watch RTV Oost 22,5% people in Enschede watch TV Enschede 5 % people in Enschede watch other TV channels
Question 8
“Do you watch commercial break?”
Yes = 37 = 92,5%
No = 3 = 7,5%
Total = 40 =100%
From this question, the writers can conclude people in Enschede watch the commercial break or not
92,5% people in Enschede watch the commercial break 7,5% people in Enschede do not watch the commercial break
Question 9
“Do you read newspaper?”
Yes =35 =87,5%
No =5 =12,5
Total =40 =100%
From this question, the writers can conclude people in Enschede read newspaper or not.
87,5% people in Enschede read newspaper 12,5% people in Enschede do not read newspaper
Question 10
“What newspaper do you read?”
Twentsche courant Tubantia = 20 = 50%
Twentsche vandaag (Telegraaf) = 10 = 25%
NRC Handelsblad = 3 = 7,5%
Algemeen Dagblad = 2 = 5%
Others = 5 = 12,5%
Total = 40 =100%
From this question, the writers can conclude what newpaper people in Enschede read
50% people in Enschede read Twentsche courant Tubantia 25% people in Enschede read Twentsche vandaag (Telegraaf) 7,5% people in Enschede read NRC Handelsblad
5% people in Enschede read Algemeen Dagblad 12,5% people in Enschede choose others
Question 11
“Do you listen to the radio?”
Yes = 28 = 70%
No = 12 = 30%
Total = 40 =100%
From this question, the writers can conclude if the people in Enschede listen to the radio or not.
70% people in Enschede listen to the radio 30% people in Enschede do not listen to the radio
Question 12
“Which radio channel do you often listen to?”
Radio 538 = 7 =17,5%
Enschede FM = 2 = 5%
Sky Radio = 15 = 37,5%
Radio Oost = 4 = 10%
Others = 12 = 30%
Total = 40 =100%
From this question, the writers can conclude which radio channel people in Enschede often listen to.
17,5% people in Enschede choose Radio 538 5% people in Enschede choose Enschede FM 37,5% people in Enschede choose Sky Radio 10% people in Enschede choose Radio Oost 30% people in Enschede choose others
Question 13
“What other advertising media which attract you?”
Internet = 17 = 42,5%
Billboard = 12 = 30%
Free folders and brochures = 11 = 27,5%
Total = 40 =100%
From this question, the writers can conclude which other advertising media that attracted people in Enschede.
42,5% people in Enschede choose Internet 30% people in Enschede choose Billboard
27,5% people in Enschede choose free folders and brochures
4.2.1. Conclusion of questionnaire analysis
The writers can make conclusion from th questionnaires distributed to people in Enschede as our sample. Enschede people that live in small city in Netherlands have same patterns like other people in Netherlands. Overall they tend to look for information by local infotainment (television, newspaper) and they are spend their time to see some commercial breaks in television or advertising from newspaper, so the writers can see some opportunities from it.
People in Enschede do not always look for information, but they also read the advertisement. Based on the questionnaires, we get the result that 32,5 % of Enschede citizens read newspaper as their primary media tool, and they choose Twentsche Courant as their primary newspaper. And the second shows that 27,5
% of Enschede citizens watches television, and they watch RTV Oost as their primary television channel. And third are shows that 22,5 % Enschede citizens listen to the radio, and they choose Sky Radio as their favorite radio station.
The writers see there are some patterns that people in Enschede prefer to find information not only about their own place/region but also in big scale like another city, Netherlands and also another country. The writers find the habit from Enschede people who also like to go out to eating in restaurant to spend their time either alone or in a group (family, friend, and partners).
4.3. Conclusion by comparing SWOT and Questionnaires
From every analysis that is made by the writers, by dividing SWOT and also analyze the questionnaires, the writers can say that newspaper is the quite effective and efficient media for advertising. Because based on the writers’
analysis, people in Enschede prefer to read newspaper, as it is cheap and daily up to date news. So, the writers believe that newspaper as the number one choice that Enschede citizens choose chose to get information and also as an advertising media tools.
