Three Monkeys, Identification Of Relevant Online Consumer Behavior

The world of business has experienced massive changes in terms of consumer preferences hence displayed consumer behavior. Since the discovery of the efficiency of information, communication and technology innovations in e-commerce and other related interactions, these two fields have become almost inseparable. Despite the presence of mixed fortunes in various industries regarding relative receptivity to online markets, it is impossible for modern business to contemplate expansion and sustainability without e-commerce. Among the most sensitive industries in terms of consumer behavior, the food industry ranks among the most affected. In line with the most basic tenets of e-commerce, e-marketing becomes an important area of consideration for the entrants of this field of making market presence be felt across the various market segments (Ferrell and Pride, 2011).

In view of the appropriate realignment to deal with e-commerce at Three Monkeys, the management will have to assess the relevant market in the Brisbane, in the country, in the Pacific region and perhaps across the continent and beyond (lonelyplanet.com, 2011). This will facilitate in the development of the market profiling regarding the food consumers in the relevant market. Towards the establishment of the appropriate consumer behavior with regard to online transactions, it is important to identify the indicators of the appropriate market trends towards e-commerce. As indicated, internal overview of the market in line with the regional picture will be used to project the expected outcomes of Three Monkeys adopting the e-marketing platform.

In general, the food market across the globe has significantly changed due to shopping preferences where consumers perform other transaction on the online platform than ever before. Due to changes in preferences for shopping for other products, food outlets have found an easy market from the shoppers who search for their products of choice on the internet. In Asia for instance in the populous India, it has been reported that changes in consumer behaviors particularly in shopping illustrate an increase in e-commerce for the food industry (Gupta, 2009). Across the Pacific region, there are reports of increased preference for online transactions which make the food industry among the most likely destination for online shoppers (fortunecity.com, n.d). Alternatively, there is need of instant service across the global market as consumers want to adopt the cheaper method of shopping for products at the comfort of their homes and offices. Due to this, the fast foods industry has increasingly become popular in the food market. To this end, making it even easier for consumers to obtain relevant information about their food products of choice online is a successful venture for food industry (Hirekenchanagoudar, 2008). This trend has been among the strengths at world food giants, McDonalds who also provide free internet services at their outlets for the internet crazy consumers frequenting them.

Based on studies on consumer behavior and market trends in terms of marketing, there is an increasing demand for online presence by marketers who want to capitalize on the readily emerging online market. In terms of the consumer behavior, there is an increased attraction for popular eating centers across the Pacific which can be utilized to capture consumer behavior for the benefit of the Three Monkeys’ e-marketing strategy (Fallah, 2006). As an illustration, there are indications that food consumers can stick to one outlet for purposes of identifying with the popularity of the outlet regardless of the quality. This behavior presents Three Monkeys with a rare opportunity to make it known to the huge online market of their popular following and expand the market while being keen to eliminate negative tags that would drive away the consumers. Consumer behavior of ready and fast foods reminiscent of the economic times where people need to rush to their business engagements can favor Three Monkeys in its limited size (fortunecity.com, n.d). The appropriate e-marketing strategy will have to factor in the fast food attraction behavior that will enable defining the economy and the induced consumer likes and dislikes.

It is clear that the e-marketing profile at the Three Monkeys needs to factor in market trends as guided by consumer behavior with considerations of the effective marketing insights coming into play. The size of the food outlet in comparison with other giant food market players could illustrate the need to use consumer behavior as an indicator in terms of e-marketing success by the players (Ferrell and Pride, 2007). E-marketing is not only a channel to improve productivity but also presents a challenge to the food industry to consider embracing emerging consumer behavior and remain receptive to modern ways of doing business. With the integration of the international community into a global village through globalization, e-marketing offers a chance for businesses to tap from the international market through a clear online presence.

At the Three Monkeys outlet in Brisbane, it will be important that the initial stage of formulation of e-marketing strategy of choice is the upgrading of its online presence in a dramatic way to coincide with the emerging preference of online transactions. Identifying the specific strengths such as the atmosphere and preference for group times at the restaurant must be adopted to facilitate the creation of a unique portfolio based on popularity. In addition, it will be vital for the strategy to ensure that the restaurant presents its e-marketing mix in a clear way touching on products, pricing, location and promotional needs for various consumer preferences using interactivity (Ferrell and Pride, 2008).

References

“Feasibility Study of E-Marketing Strategy on Fast Food Industry” (n.d) Retrieved from: HYPERLINK “http://members.fortunecity.com/sdem3/Backgrond_and_rationale.htm” http://members.fortunecity.com/sdem3/Backgrond_and_rationale.htm

“Three Monkeys Coffee House” (2011) Retrieved from: HYPERLINK “http://www.lonelyplanet.com/australia/queensland/brisbane/restaurants/cafe/three-monkeys-coffee” http://www.lonelyplanet.com/australia/queensland/brisbane/restaurants/cafe/three-monkeys-coffee

Fallah, A. (2006) “Three Monkeys West End: South Brisbane,” Retrieved from: HYPERLINK “http://www.newbrisbane.com/16/three-monkeys-west-end-south-brisbane/” http://www.newbrisbane.com/16/three-monkeys-west-end-south-brisbane/

Ferrell, O. C. & Pride, W. M. (2007) Marketing. Boston, MA: Cengage Learning

Ferrell, O. C. & Pride, W. M. (2008) Foundations of marketing. Boston, MA: Cengage Learning

Ferrell, O. C. & Pride, W. M. (2011) Marketing. Mason, OH: Cengage Learning

Gupta, K. B. (2009) “Consumer Behavior for Food Products in India” Retrieved from: HYPERLINK “https://www.ifama.org/events/conferences/2009/cmsdocs/1063_paper.pdf” https://www.ifama.org/events/conferences/2009/cmsdocs/1063_paper.pdf

Haig, M. (2001) The e-marketing handbook: an indispensable guide to marketing your products and services on the internet. London, UK: Kogan Page Publishers

Hirekenchanagoudar, R. (2008) “Consumer Behavior Towards Ready-to-eat Food Products” Retrieved from: HYPERLINK “http://etd.uasd.edu/ft/th9670.pdf” http://etd.uasd.edu/ft/th9670.pdf