01_Project_Rathauskeller

** Group 7 ** The Project concerns a group of individuals conducting research analysis and survey/interview on business information and its current web-marketing strategy of a randomly chosen restaurant in Switzerland, based on the information acquired the group is required to propose a form of suggestions on further development of web-marketing to the designated restaurant.


 * ** ASDasdaSDAWWdW ﻿ ** __** CONTENTS ** __

1.) Project Information 2.) Restaurant Survey & Interview sdfsdfsdf_ 2.1) Survey Preparation sdfsdfdsf_ 2.2) Interview 3.) Restaurant Researches sdfdsfsdf_ 3.1) Research on Web Trafficking sdfdsfsdf_ 3.2) Research on Third Party Websites 4.) Identification of Main Competitors and Comparisons asdasdass 4.1) Competitors asdasdas_ 4.2) Comparisons 5.) Suggestions asd ||  __** 1.) PROJECT INFORMATION- ** ** (28/03/2011) **__ Restaurant: Rathauskeller Address: Altstadt 1, Postfach CH-6301 Zug Website: __[]__ Contact person: Kuno Trevisan Telephone: +41 41 711 00 58 Team members:

(307584) Ji Zhe Monica 307584@vle.imi-luzern.com

 (307450) Danaiwat Komoot Cloud 307450 @vle.imi-luzern.com

(307473) Youngjun Kim Jun 307473@vle.imi-luzern.com

(308458) Catherine Kim 308458@vle.imi-luzern.com

<span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 10pt;">(308333) Jin Sun Kim Sunny 308333@vle.imi-luzern.com

<span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 10pt;">(308091) Yisl An Amy:308091@vle.imi-luzern.com

<span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 10pt;">(308250) Sudarat Chan Alex:308250@vle.imi-luzern.com

<span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 10pt;">(308363) Chanchanit Boonchaiya Ja 308363@vle.imi-luzern.com

<span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 10pt;"> __<span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">** 2.) RESTAURANT SURVAY & INTERVIEW - ( **** 31.03.2011) ** __ <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 10pt;"> __**<span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 10pt;">2.1) Survey Preparation - (31.03.2011) **__

<span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 10pt;">Monica- Communicating the restaurant owner/professor & Interviews <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 10pt;">Cloud- Interview <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 10pt;">Jun- Analyzing & Interview <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 10pt;">Catherine- Communicating the restaurant owner/professor, updating meeting plans <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 10pt;">Sunny- Research of the restaurant <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 10pt;">Amy- Research of the restaurant <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 10pt;">Alex- Prezi & Photograph <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;"> Ja - Research of the restaurant
 * <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 10pt;">1. After discussing in group, we have decided our job responsibilities to be follow: **

<span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 10pt;">After talking to Mr. Lukas we have not got the confirmation to contact the restaurant owner. This afternoon we will forward an email to Mr. Lukas first, then a final email to the owner.
 * <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 10pt;">2. Email contacts: **

<span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 10pt;">(16:45) First e-mail draft was done in German:

<span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">//Sehr geehrter Herr Trevisam,// <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">//Gruezi. Wir sind the die Hotelfachschueler aus IMI. (Ich denke wir wurden schon von Herr Ritzel erwaehnt). Zurzeit studieren wir Hotel and Event im vierten Studiengang in IMI. In Juni dieses Jahr werden wir die Schule fertig machen mit dem Diplom Bachlor Degree. Vor allem danken wir Ihre Unterstuezung auf unser Projekt ueber Ihr Restaurant.// <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">//Unsere Gruppe bestehen aus 8 Leuten. Ich bin Monica und Ich komme aus China-Beijing. 4 von uns kommen aus Korean und 3 kommen aus Thailand. Dieser Projekt bezieht sich darauf, dass wie das Restaurant sich mit Web 2.0 besser befoerdert werden kann.// <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">//Wir freuen uns auf ein personal Gespraech mit Ihnen, damit wir uns besser kennenlernen koennen. Sagen Sie mir welche Datum ist fuer Sie geeignet. Wir erwarten auf Ihre Antwort.// <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">//Mit freundlichen Gruessen//


 * <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 10pt;">3. After discussion with Professor... **

<span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 10pt;">We had two questions: <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 10pt;">1. Restuarant was about to have annual off <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 10pt;">2. When is the best time to start contacting restuarant owner

<span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 10pt;">Mr. Lukas has given us some clear information about this. He already contacted the restaurant owner and they have shown their interest in allowing us to visit them and arranging an interview. **Rathauskeller** Restaurant is also located in Luzern, therefore, we do not need to make a trip to Zug instead! However, on research have figured out that it was somehow difficult to find the one in Luzern on GOOGLE so an email was sent to Mr. Lukas within this issue. Further email details will be updated. One interesting point of this restaurant is, that it is not only aiming to attract the tourists but the local guests also. Suisse beer and special sandwiches (we need more research on this) are well-known at this place, and it is even more attractive to the guests since it is a easy going casual place to go and grab a bite.

**<span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 10pt;">Interview Questions **
<span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;"> Followings are suggested topics in which could be useful for our project during the interview with restaurant, therefore this regards;

<span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">- Existing potential competitor(s) <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">- Existing E-marketing or other marketing approaches <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">- Sales and Promotions <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">- Preferred website for marketing <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">- Recommended/highlighted product <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">- Latest development in product (any new product introduced?) <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">- Targeted market

<span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Above are only rough topics and can changed/added by any member, specific questions are not posted to maintain flexibility of questions.

<span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">The final e-mail draft was sent on 02.04.11 this morning to Mr Trevisam, the contact person of Rathauskeller. The whole group will see Mr Ritzel on Monday regarding the confirmation of the restaurant and interview questions.


 * <span style="background: none repeat scroll 0% 0% white; font-family: 'Tahoma','sans-serif'; font-size: 9pt;">Interview Day! - (<span style="background: none repeat scroll 0% 0% white; font-family: 'Tahoma','sans-serif'; font-size: 9pt;">13.04.2011) **

__<span style="background: none repeat scroll 0% 0% white; font-family: 'Tahoma','sans-serif'; font-size: 9pt;">Interview with <span style="font-family: 'Tahoma','sans-serif'; font-size: 9pt;">Mr. Trevisan in Zug: __ <span style="font-family: 'Tahoma','sans-serif'; font-size: 9pt;">Rathauskeller is a swiss-french based high class restaurant which has a long story of 27 years and locates close to the train station in Zug. It has two floors, each being a special experience. The first floor is the largest and holds 50 people. The upstairs is a private dining room, for example for conference or private parties where can fit in 45 people. In summer, outside terrace will be open with a maximum of 40 people.

__<span style="background: none repeat scroll 0% 0% white; font-family: 'Tahoma','sans-serif'; font-size: 9pt;">What is your current marketing strategy? __ <span style="font-family: 'Tahoma','sans-serif'; font-size: 9pt;">T: We have formed an Alliance with well-known V-ZUG company, which produces household appliances for kitchen and laundry room. For steamers, which is one of their core product, all recipes on their brochure were offered by the chef of Rathauskeller. Besides, we have connection with local event sponsors, very often we offer catering service for them as well as the medium organization, for whom we also deliver service internationally.

__<span style="background: none repeat scroll 0% 0% white; font-family: 'Tahoma','sans-serif'; font-size: 9pt;">Who is your target guests? __ <span style="background: none repeat scroll 0% 0% white; font-family: 'Tahoma','sans-serif'; font-size: 9pt;">T: We have almost no tourists coming to dine in our restaurant; sometimes very few come just to visit the house, have some drinks and go. Type of market group we have base on local people who live in Zug or the city nearby. Very often we have people from US and UK since there are lots of international companies in Zug.

__<span style="background: none repeat scroll 0% 0% white; font-family: 'Tahoma','sans-serif'; font-size: 9pt;">Any current advertisement/promotions you are adopting? __ <span style="background: none repeat scroll 0% 0% white; font-family: 'Tahoma','sans-serif'; font-size: 9pt;">T:By the end of May we will remake our Website and basically more efforts will be given to Web marketing. We have found that there is lack of communication with our guests. Therefore, we will offer a more free station on web marketing to better interact with customers and improve the way we market to our current customers and potential customer.

__<span style="background: none repeat scroll 0% 0% white; font-family: 'Tahoma','sans-serif'; font-size: 9pt;">Who are your strongest competitors in Zug? Specific restaurant could you name if possible? __ <span style="background: none repeat scroll 0% 0% white; font-family: 'Tahoma','sans-serif'; font-size: 9pt;">T:We never intend to compete with other restaurants. We are all unique and people have different tastes. For example one customer want to eat Asian food they can go to ‘Far East’ (‘Chinese restaurant in Zug’), but sometimes restaurants like ‘Sternen’ and us, we have some common customers.

__<span style="background: none repeat scroll 0% 0% white; font-family: 'Tahoma','sans-serif'; font-size: 9pt;">What is your unique selling point? (Ex. wine, service, etc) __ <span style="background: none repeat scroll 0% 0% white; font-family: 'Tahoma','sans-serif'; font-size: 9pt;">T:Firstly for food, one thing we care the most is the quality. The quality of the ingredients, everything by us must come simply and naturally, then everything on the plate is correct. For wine, we have mainly French wine with more than 150 types. All staffs with us have been working for more than 5 years.

__<span style="background: none repeat scroll 0% 0% white; font-family: 'Tahoma','sans-serif'; font-size: 9pt;">Why are you having an annual off? __ <span style="background: none repeat scroll 0% 0% white; font-family: 'Tahoma','sans-serif'; font-size: 9pt;">T:We are regularly off after Ester for 2 weeks, in summer one month between Jun and Aug and winter from 15.12-04.01. Sounds like many holidays. But whenever we are working, we perform our best.

__<span style="background: none repeat scroll 0% 0% white; font-family: 'Tahoma','sans-serif'; font-size: 9pt;">What website marketing promotions would you like to use? (Who handles? external/internal) __ <span style="background: none repeat scroll 0% 0% white; font-family: 'Tahoma','sans-serif'; font-size: 9pt;">T:Currently we use google, facebook and twitter. For more I would say for example Youtube and Myspace. Of course it is great to have gain more marketing promotion; However, we only do it when it is needed since right now we have build our stable customer relationship. All things regards to web marketing are basically controlled by me.

__<span style="background: none repeat scroll 0% 0% white; font-family: 'Tahoma','sans-serif'; font-size: 9pt;">Any special events you organize to attract customers? (Ex. private functions) __ <span style="background: none repeat scroll 0% 0% white; font-family: 'Tahoma','sans-serif'; font-size: 9pt;">T:We have DJ every Friday night in the first week from Oct-Nov with Champagne provided.

__<span style="background: none repeat scroll 0% 0% white; font-family: 'Tahoma','sans-serif'; font-size: 9pt;">Are the guests more walk-in or under reservation system? __ <span style="background: none repeat scroll 0% 0% white; font-family: 'Tahoma','sans-serif'; font-size: 9pt;">T:Our restaurant is reservation-based.

__<span style="background: none repeat scroll 0% 0% white; font-family: 'Tahoma','sans-serif'; font-size: 9pt;">How often do you update your website? (Structure, style, menu, etc.) __ <span style="font-family: 'Tahoma','sans-serif'; font-size: 9pt;">T:To be honest, we don’t often update our website, only when changing seasonal menu.

<span style="background: none repeat scroll 0% 0% white; font-family: 'Tahoma','sans-serif'; font-size: 9pt;">German translation: <span style="background: none repeat scroll 0% 0% white; font-family: 'Tahoma','sans-serif'; font-size: 9pt;">Was ist ihre aktuelle Marketing Strategie? <span style="background: none repeat scroll 0% 0% white; font-family: 'Tahoma','sans-serif'; font-size: 9pt;">Wer ist ihr Zielabsatzmarket? <span style="background: none repeat scroll 0% 0% white; font-family: 'Tahoma','sans-serif'; font-size: 9pt;">Ist die Mehrheit Ihrer Kunden Touristen oder Einheimische? <span style="background: none repeat scroll 0% 0% white; font-family: 'Tahoma','sans-serif'; font-size: 9pt;">Haben Sie zur Zeit Werbung oder Aktionen am Laufen? <span style="background: none repeat scroll 0% 0% white; font-family: 'Tahoma','sans-serif'; font-size: 9pt;">Wer ist Ihr groesster Kokurrent in Zug? Koennen Sie mir einen Namen nennen? <span style="background: none repeat scroll 0% 0% white; font-family: 'Tahoma','sans-serif'; font-size: 9pt;">Welche Art von Kunden haben Sie normalerweise? <span style="background: none repeat scroll 0% 0% white; font-family: 'Tahoma','sans-serif'; font-size: 9pt;">Was ist Ihr besonderes Merkmal mit dem Sie sich verkaufen? (Z.B. Wein, Service, etc.) <span style="background: none repeat scroll 0% 0% white; font-family: 'Tahoma','sans-serif'; font-size: 9pt;">Wo moechten Sie Ihr Restaurant im Absatzmarkt positioieren? <span style="background: none repeat scroll 0% 0% white; font-family: 'Tahoma','sans-serif'; font-size: 9pt;">Welchen Marketingansatz moechten Sie benutzen?(Z.B Thema) <span style="background: none repeat scroll 0% 0% white; font-family: 'Tahoma','sans-serif'; font-size: 9pt;">Warum machen Sie jedes Jahr zu einer bestimmten Zeit zu? <span style="background: none repeat scroll 0% 0% white; font-family: 'Tahoma','sans-serif'; font-size: 9pt;">Welche Website Marketing Strategien und Aktionen moechten Sie gerne benutzen? <span style="background: none repeat scroll 0% 0% white; font-family: 'Tahoma','sans-serif'; font-size: 9pt;">Organisieren Sie spezielle Events um Kunden anzulocken?( Z.B private Veranstaltungen) <span style="background: none repeat scroll 0% 0% white; font-family: 'Tahoma','sans-serif'; font-size: 9pt;">Machen die Kunden normalerweise Reservation oder kommen sie direkt? <span style="background: none repeat scroll 0% 0% white; font-family: 'Tahoma','sans-serif'; font-size: 9pt;">Wie oft wurde Ihr Website aktualisiert? Wer ist fuer Ihr Web marketing verantwortlich?

<span style="font-family: Tahoma,Geneva,sans-serif;"> <span style="font-family: Tahoma,Geneva,sans-serif;">__**3.)** **RESTAURANT RESEARCHES - (03.04.2011)**__ <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;"> __**<span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">3.1) Research on Web Trafficking - (05.04.2011) **__ <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Meta keywords :

<span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: normal; margin-bottom: 0pt;"><meta name="keywords" content="Gasthaus Rathauskeller Zug"

<span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: normal; margin-bottom: 0pt;">Meta keywords for search engine optimization that Rathauskeller use is “Gasthaus Rathauskeller Zug”

<span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">First time we try to search by using the name of restaurant “rathauskeller” we found another rathauskeller which is locate in Vienna, Austria. <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">So to find the right restaurant, we also have to put the location after the name “rathauskeller zug ” by this word we are able to find the restaurant we are looking for.

<span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Here is top ten keywords are searched for Rathauskeller and percentage of traffic from []


 * <span style="background-color: #ffffff; display: block; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: normal; margin-bottom: 0pt; text-align: center;">** keywords ** || <span style="background-color: #ffffff; display: block; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: normal; margin-bottom: 0pt; text-align: center;">** Percent of Search Traffic ** ||
 * <span style="background-color: #ffffff; color: #253759; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: normal; margin-bottom: 0pt;">1 || <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: normal; margin-bottom: 0pt;">__ barolo l'imperatore 2004 __ || <span style="background-color: #ffffff; color: #253759; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: normal; margin-bottom: 0pt;">8.37% ||
 * <span style="background-color: #ffffff; color: #253759; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: normal; margin-bottom: 0pt;">2 || <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: normal; margin-bottom: 0pt;">__ thunfisch tartat __ || <span style="background-color: #ffffff; color: #253759; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: normal; margin-bottom: 0pt;">6.07% ||
 * <span style="background-color: #ffffff; color: #253759; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: normal; margin-bottom: 0pt;">3 || <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: normal; margin-bottom: 0pt;">__ thunfisch tartar __ || <span style="background-color: #ffffff; color: #253759; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: normal; margin-bottom: 0pt;">5.48% ||
 * <span style="background-color: #ffffff; color: #253759; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: normal; margin-bottom: 0pt;">4 || <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: normal; margin-bottom: 0pt;">__ rathaus keller olten __ || <span style="background-color: #ffffff; color: #253759; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: normal; margin-bottom: 0pt;">5.07% ||
 * <span style="background-color: #ffffff; color: #253759; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: normal; margin-bottom: 0pt;">5 || <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: normal; margin-bottom: 0pt;">__ fisch rahmsauce __ || <span style="background-color: #ffffff; color: #253759; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: normal; margin-bottom: 0pt;">4.67% ||
 * <span style="background-color: #ffffff; color: #253759; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: normal; margin-bottom: 0pt;">6 || <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: normal; margin-bottom: 0pt;">__ restaurant guggital zug __ || <span style="background-color: #ffffff; color: #253759; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: normal; margin-bottom: 0pt;">4.62% ||
 * <span style="background-color: #ffffff; color: #253759; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: normal; margin-bottom: 0pt;">7 || <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: normal; margin-bottom: 0pt;">__ restaunts in zug __ || <span style="background-color: #ffffff; color: #253759; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: normal; margin-bottom: 0pt;">4.17% ||
 * <span style="background-color: #ffffff; color: #253759; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: normal; margin-bottom: 0pt;">8 || <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: normal; margin-bottom: 0pt;">__ restaurants in zug __ || <span style="background-color: #ffffff; color: #253759; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: normal; margin-bottom: 0pt;">4.17% ||
 * <span style="background-color: #ffffff; color: #253759; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: normal; margin-bottom: 0pt;">9 || <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: normal; margin-bottom: 0pt;">__ gault millau zug __ || <span style="background-color: #ffffff; color: #253759; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: normal; margin-bottom: 0pt;">3.97% ||
 * <span style="background-color: #ffffff; color: #253759; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: normal; margin-bottom: 0pt;">10 || <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: normal; margin-bottom: 0pt;">__ restaurant zug __ || <span style="background-color: #ffffff; color: #253759; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: normal; margin-bottom: 0pt;">3.92% ||

<span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">By using internet we can find the information about the restaurant such as address, Map, Menu, average price, telephone number, <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">opening hours and a short description about the restaurant in different travel site.


 * <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Sample of the travel sites which have information and review (and some with online reservation) about Rathauskeller:


 * 1) <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">TripAdvisor : []
 * 2) <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Tripwolf : []
 * 3) <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Myswitzerland : []
 * 4) <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Bookatable : []
 * 5) <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">foodguide.ch : []
 * 6) <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">stadtzug : []


 * <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Sample of social sharing web-site which has picture of Rathauskeller is: Flickr: []


 * <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Rathauskeller also has a company page on social network site like Facebook: []

<span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">After viewing some comments written on 'tripadvisor' about Rathauskeller, the group has found that so far, there is no negative comment on this restaurant. Eventhough this is an swiss based high class restaurant and most of the information has been illustrated in German. Nonetheless, there are still large number of foreigners who became a big fan of this restaurant based on their wonderful dinig experience.

<span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Some comments are showing below:

<span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">//--'Rathauskeller is probably __the best restaurant__ in Zug. You can choose between the more simple brasserie on the ground floor to the gourmet restaurant on the first floor. __Creative cooking__ ,__perfectly prepared__ and __presented__.'//

<span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">//--__'Great atmosphere__ and even __better food__!'//

<span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">//--' Definetly __the best place__ I have been to __in Zug__, bothe in terms of __ambience__ and __food.__ However, it is __extremely pricy__, we ended up paying 400 CHF for two people. Thus, __a great place__ for that very special evening.'// <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">According some key words customers have mentioned, Rathauskeller can be one of the top restaurant in Zug in terms of quality service, cooking technique and ambience plus the accessibility of the location, All these factors determines the **target market** of the restaurant.

<span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">The following figure will be filled and more details about their target market will be demonstrated after visiting Rathauskeller and meeting the manager of the restaurant.


 * <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;">Customer classification ||
 * <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;">Nationality ||
 * <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;">Age ||
 * <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;">Purpose of dining ||

<span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: 19pt;">Our group reviewed what other web sites mentioned about Rathauskeller.Most of the web sites basically provide the information such as address, map, main dishes, telephone number, email, average price and so on.

<span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: 19pt;">Some information from other web sites show below;

<span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: 19pt;">‘Bookatable’ gives standard information below; <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: 19pt;">The style of Rathauskeller is Swiss, Fish & Shellfish, French - Bistro, Modern Restaurant, Gourmet Restaurant and Trendy Restaurant. <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: 18pt;">The average main course would charge about CHF 30 <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: 18pt;">The average spend would be about CHF 80.

<span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;"> <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: 19pt;">Unlike the other web sites, 'myswitzerland' web site has other information about the restaurant. <span style="background-color: #ffffff; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: 19pt;">It has mentioned Rathauskeller as the best restaurant in Zug! And also found that the restaurant is recognized for the tiled stove. The famous Swiss stove builder Josef Anton Keiser created the green-glazed ceramic tower-stove with an octagonal, crenellated attachment. What is so special about this tiled stove is the combination of two style epochs. That creates a Late Gothic ambience with mullioned windows and a ceiling adorned with wooden beams, which was renovated in accordance with designs by Dagobert Keiser und Joseph Regl in the Neo-Gothic styles in 1903/04.

<span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">__ 4.) IDENTIFICATION OF MAIN COMPETITORS AND COMPARISONS - (18.04.2011) __
<span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;"> __<span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">**4.1) Competitors - (20.04.2011)** __

<span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;">Distance from the restaurant: 300m away <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;"> Address: Restaurant Schiff, Graben 2, 6300 Zug <span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;">Link: [] <span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;">Swiss Cuisine <span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;">Price: 17.5CHF-59.0CHF <span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;">Web market: Iphone App <span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;">Category:Business <span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;">Current version: 2.0 <span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;">iPhone Screenshots: <span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; line-height: 0px; margin: 0cm 0cm 0pt; overflow: hidden;">
 * <span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;">Restuarant Schiff **

<span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;"><span style="background: none repeat scroll 0% 0% white; line-height: 0px; margin: 0cm 0cm 0pt; overflow: hidden;">Top Ten Search Query Keyword for: <span class="wiki_link_ext">www.restaurant-schiff.ch <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Source: [] :
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Query || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Percent of Search Traffic ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">1 restaurant schiff || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">25.06% ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">2 schiff zug || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">18.91% ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">3 zug schiff || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">18.89% ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">4 szenezug.ch || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">9.45% ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">5 tacos schiff zug || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">6.83% ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">6 restaurant zug || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">5.45% ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">7 restaurant schiffbau || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">4.20% ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">8 schiff graben 2 6300 zug || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">3.50% ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">9 le bareol schiff || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">2.08% ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">10 reataurant zug || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">1.93% ||

<span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;"> Distance from the restaurant: 1.5km away <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;"> Address: Wirtschaft Brandenberg **,** Allmendstrasse 3**,** CH-6300 Zug <span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;">Link: [] <span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;">No course menu showing price but wine menu <span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;">Swiss Cuisine
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;">Restaurant Brandenberg (Web dominated by mesch.ch) **

<span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;"><span style="background: none repeat scroll 0% 0% white; line-height: 0px; margin: 0cm 0cm 0pt; overflow: hidden;">Top Ten Search Query Keyword for: <span class="wiki_link_ext">www.brandenberg.ch <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Source: [] :
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Query || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Percent of Search Traffic ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">1 restaurant brandenberg || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">24.32% ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">2 brandenberg zug || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">19.49% ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">3 restaurant brandenberg zug || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">12.15% ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">4 brandeberg zug || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">9.30% ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">5 zug brandenberg || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">9.27% ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">6 brandenberg || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">7.02% ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">7 restaurant brandenburg zug || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">6.11% ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">8 6300 zug || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">2.17% ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">9 kalten platte zug || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">2.02% ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">10 remy zug schweiz || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">1.76% ||

<span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;"> Distance from the restaurant: 300m away <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Address: Landsgemeindeplatz 1, CH-6300 Zug <span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;">Link: [] <span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;">Swiss Cuisine <span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;">Price: 19.5CHF-52.5CHF
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Restaurant Domus **

<span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;"><span style="background: none repeat scroll 0% 0% white; line-height: 0px; margin: 0cm 0cm 0pt; overflow: hidden;">Top Ten Search Query Keyword for: <span class="wiki_link_ext">www.restaurant-domus.ch <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Source: [] :
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Query || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Percent of Search Traffic ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">1 restaurant domus zug || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">38.65% ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">2 domus restaurant || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">18.92% ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">3 zuger seefäscht bands || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">10.69% ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">4 restaurant zug || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">8.17% ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">5 restaurant bar zug || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">5.85% ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">6 6300 zug || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">5.46% ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">7 remy zug schweiz || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">2.50% ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">8 reataurant zug || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">2.03% ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">9 resturants zug || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">1.64% ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">10 zug restaurants || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">1.48% ||

<span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;">Distance from the restaurant: <span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;"> 7.4km away <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;"> Address: Dorfstrasse 1, CH - 6318 Walchwil <span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;">Link: [] <span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;">Swiss Cuisine <span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;">Price: 18.0CHF-80.0CHF
 * <span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;">Restaurant Sternen **

<span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;"><span style="background: none repeat scroll 0% 0% white; line-height: 0px; margin: 0cm 0cm 0pt; overflow: hidden;">Top Search Query Keyword for: <span class="wiki_link_ext">www.sternen-walchwil.ch <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Source: [] :
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Query || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Percent of Search Traffic ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">1 sternen walchwil || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">32.31% ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">2 restaurant sternen walchwil || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">20.51% ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">3 restaurant sternen || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">15.90% ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">4 walchwil restaurant || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">10.87% ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">5 restaurant walchwil || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">10.87% ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">6 walchwil || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">9.22% ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">7 walchwil.ch || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">0.32% ||

<span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;">Distance from the restaurant: <span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;"> 28 m away <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;"> Address: Fischmarkt 2, 6300 Zug <span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;">Link: [] <span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;">Italian Cuisine <span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;">Price: 14 CHF-36CHF
 * <span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;">Ristorante e pizzeria **

<span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;"><span style="background: none repeat scroll 0% 0% white; line-height: 0px; margin: 0cm 0cm 0pt; overflow: hidden;">Top Search Query Keyword for: <span class="wiki_link_ext">www.san-marco-zg.ch <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Source: [] : <span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;"> __<span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">** 4.2) Comparisons - ( **** 23.04.2011) ** __
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Query || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Percent of Search Traffic ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">1 san marco zug || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">69.65% ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">2 cannonau sella e mosca || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">10.51% ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">3 fischmarkt 2 zug || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">9.33% ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">4 wsan marco pizzeria || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">8.92% ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">5 suan long enge öffnungszeiten || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">1.56% ||
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">6 san marco || <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">0.02% ||

<span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;">**Importance of current web marketing-web 2.0** <span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;">After viewing and collecting some information from other restaurants that could potentially be the competitors of Rathauskeller in Zug, the group has found that all the target company have their own website, some of them put lots of efforts on their web marketing. Mr. Trevisan, the manager of Rathausekeller stated that they are going to renew their existing web marketing, mainly to add some new technologies on web 2.0 and be more active in those features in order to improve the level of interaction with their customer.

<span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;">Nowadays, the internet marketing is growing rapidly. Web 2.0 becomes a new dramatic change that beyond the traditional marketing: the process where information is developed and delivered. With web 2.0, it’s not only about reaching online audience but also to care about social web. More relevant media tools will be illustrated in the next session.

<span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;">**Restaurant Schiff**, which is another up-scale restaurant in Zug, has put lots of efforts on their web marketing. As we can see from the screenshots from iTunes, they have not only create facebook profile and application on Iphone, they have also linked with Mobile Google map where people can easily find the location and the way to get there with some general information about the restaurant.

<span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;">Website of **Restaurant Brandenberg** and **Restaurant Domus** were both dominated by //mesch.ch.// Their website includes some basic features such as newsletters, direct mail, internet banner ads, online reservation, pictures and etc. Very few social media tools are used by them.

<span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;">Also the same web marketing situation in **Restaurant Sternen** and **Ristorante e pizzeria,** all basic online marketing features are included.However, there is no space on their website for people to share opinions, insights, experiences and perspectives with each other.

<span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;">**Ristorante e pizzeria** has a very nice panoram a where people can have a 360 degree view of the inside and outside terrace of the restaurant.

<span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;">All their website are german based which might be a trouble for english speaking people who are interested in searching a restaurant to go. Simply say, they are losing lot of potential customers.

<span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%; margin: 0cm 0cm 0pt;"> <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">__** 5.) SUGGESTIONS **____** - (24.04.2011) **__

<span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Social Network: Facebook-the most powerful tool **

<span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">

<span style="background: none repeat scroll 0% 0% white; font-family: 'Lucida Sans Unicode','sans-serif'; font-size: 9pt;">The most powerful tool of showcasing the products, services and update news for free in the online world is Facebook. According to the research, Facebook has already been applied by Raihauskeller with basic profile information. However, there is more than just creating a profile on Facebook, the most important point of using Facebook is to keep your customer engaged. Therefore, after analyzing their current usage of facebook, the group has come up with some more important and interesting methods of utilizing facebook for web marketing purpose.

__<span style="background: none repeat scroll 0% 0% white; font-family: 'Lucida Sans Unicode','sans-serif'; font-size: 9pt; margin: 0cm 0cm 0pt;">Be unique and keep updating __ <span style="background: none repeat scroll 0% 0% white; font-family: 'Lucida Sans Unicode','sans-serif'; font-size: 9pt; margin: 0cm 0cm 0pt;">It is crucial to keep updating the status and gives new information on their products.

__<span style="background: none repeat scroll 0% 0% white; font-family: 'Lucida Sans Unicode','sans-serif'; font-size: 9pt; margin: 0cm 0cm 0pt;">Tag fans photos __ <span style="background: none repeat scroll 0% 0% white; font-family: 'Lucida Sans Unicode','sans-serif'; font-size: 9pt; margin: 0cm 0cm 0pt;">This way can be used widely for business purpose for up-selling something or catch people’s attention to the new product. Simply by tagging the fans in picture of new collections or even ask them to tag themselves. People who have been tagged may for example get a certain discount of purchasing the product in the picture. Moreover, it also gives good publicity as the update on being tagged will be appeared on the fan’s walls so that all friends of the fans’ attraction could potentially be attracted which helps to extend the market.

__<span style="background: none repeat scroll 0% 0% white; font-family: 'Lucida Sans Unicode','sans-serif'; font-size: 9pt; margin: 0cm 0cm 0pt;">Reward __ <span style="background: none repeat scroll 0% 0% white; font-family: 'Lucida Sans Unicode','sans-serif'; font-size: 9pt; margin: 0cm 0cm 0pt;">After encourage loyal people have joined the page, they can be rewarded of being given the title for example “member of the week” and place this notification of the fan who has been chosen on their profile or anywhere visible which help to get more people’s attention.

__<span style="background: none repeat scroll 0% 0% white; font-family: 'Lucida Sans Unicode','sans-serif'; font-size: 9pt; margin: 0cm 0cm 0pt;">Link Facebook to Blog __ <span style="background: none repeat scroll 0% 0% white; font-family: 'Lucida Sans Unicode','sans-serif'; font-size: 9pt; margin: 0cm 0cm 0pt;">Intergrate Facebook connect in Blog enable facebook users to leave comments on the blog or other social web tool without registering <span style="background: none repeat scroll 0% 0% white; font-family: 'Lucida Sans Unicode','sans-serif'; font-size: 9pt; margin: 0cm 0cm 0pt;">Other suggestions like posting videos, images, or direct link to the restaurants in English will be helpful also to recommend to local/international guests. Reservation services could be also designed on their Facebook page to make it convenient for guests to approach.





<span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Guests could use Twitter to go through computers and smart phone applications. What Rathauskeller could also improve on their marketing is by actually hiring a person who is in charge of general social-network marketing.This will facilitate communication between the restaurant and the customer. More special offers could be offered for the customers such as birthday, wedding anniversaries and etc. By being more familiar to the age group, relevant marketing strategies could be designed. This builds up loyalty of the guests to the restaurant. <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">*By the date of 24th of April, 2011 Twitter seems like not working at the moment.
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Social Network/Micro-blog (e.i. Twitter) **

<span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Blog-publishing service provided by Google could be also helpful. It allows private or multi-user blogs with time-stamped entries. Guests may be approach the restaurant menu, information, or events more easily.
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Micro-blog (Blogger) **





<span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">By posting pictures more regularly for instance, the restaurant information, menu, staffs or even the update of the seasonal menu could be a good advertising source. Actual account was created and pictures have been uploaded on Flickr.com (URL:http://www.flickr.com/photos/rathauskeller/). <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Flickr ID: Rathauskeller@yahoo.com <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Flickr Password: ict2011
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Share (Flickr) **

<span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Largest and most popular general reference work on the internet, it is free, web-based, and collaborative that allows guests from all around the world to get general information of the restaurant.
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Publish (Wikipedia) **

<span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Despite to age group more and more people use YouTube to get information. An advertising video doesn't exist at the moment as well, therefore a video made with quality that shows general information of restaurant such as menu, staffs, atmosphere will give the viewer complete idea of how dining experience will be like in Rathauskeller.
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Share (Youtube) **

<span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;"> <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">

<span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">On the restaurant website reservation system already exists called //'Book-a-table'//, however, it is not able to choose particular table. It does not has to be 3D service, yet when guests book a dinner, a visual service allowing them to see which table they get to sit and enjoy their dinner could be useful. It is similar to those simulation service.
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Visual-Basics (Images) **

<span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Certain plates or menu design that the restaurant call it as specialty was not mentioned on their website where it could actually grab more guests attention. Also, as Mr. Trevisan was proud of his own staffs being able to work for his restaurant for more than 5 years, it will be also a plus for restaurant to have a separate page on website where introduces each chef and the staffs. This will let the guests feel more trust-worthy of the food hygiene and service.
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Restaurant History & Information **

<span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">

<span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">We had some difficulties in the beginning to find the restaurant website directly when we searched on Google. Therefore, in case to let more customers to find the restaurant information easily, website has to be updated more often and easy to search.
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Search Engine **

<span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Since elder age group tend to watch more TV than using internet for socializing, arranging TV advertisements will be a good marketing strategy as well.
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Local TV advertisements **

<span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Users of smart-phone is in greater demand compare to years before, and younger generations tend to use more smart-phones these days therefore it could be a good way of approaching restaurant.
 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">Smart-phone Applications **


 * <span style="font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">ANIMOTO of Rathauskeller **

<span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">media type="custom" key="9097172"

<span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">**Prezi of Rathauskeller** <span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">media type="custom" key="9230296"

<span style="background: none repeat scroll 0% 0% white; font-family: Tahoma,Geneva,sans-serif; font-size: 90%;">

**__<span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 150%;">Summary, analysis of current internet marketing strategy of Rathauskeller and suggestion __**

<span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 150%;">First thing we do before analysing is research which is covering marketing strategy, online marketing strategy as well as their competitor. <span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 150%;"> And this document will be a summary of their performance on their internet marketing and suggestion from our group. <span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 150%;"> Rathauskeller have a strong customer relation also their marketing strategy. For internet marketing strategy, Rathauskeller has create there company page in Facebook and Twitter as well as participate in search engine optimization such as Google. The restaurant also has some picture and video on social sharing site (YouTube and Flickr). The official web of restaurant is pretty much covering everything, information about restaurant, opening hour, location, menu, photo and also online reservation. There are a couple of thing that our group would like to suggest to the restaurant which we think it might help on internet marketing. <span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 150%;"> By the fact that the restaurant going to remake their web site so, what they should do in the future is just keep up date the website because they already cover everything except that they are not update their website until they have some change in the menu. The restaurant can also publish their information and history on Wikipedia which is free of charge and the guest can find all information within one page. They might create an account on YouTube under the name of the restaurant then upload the video from the restaurant e.g. the event, menu, and ambience or interview the customer and their experience. <span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 150%;"> For Flickr as well, we had created and account under the name Rathauskeller (URL:[]) they should keep update the picture of the event and menu along with explanation, ingredient and maybe rate of the dish or what customer says about that particular dish. <span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 150%;">Tagging fan on Facebook also allow the restaurant to expand their market. Once the restaurant tag their fan on picture or new special promotion or menu it is not only their fan that can see, also other people in their contact list as well. As in their official website which also provide an online reservation. <span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 150%;">It might be more interesting if the restaurant can do a visual online reservation which their customer can see what table they are going to sit when they arrive. <span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 150%;"> For search engine optimization Rathausekeller have a high range already but what we will suggest is that the restaurant can also putt some other key word such as “where to eat in Zug ” or “Swiss restaurant in Zug” this might help the restaurant can also target not only local people but also tourist who would like to try Swiss food when they are in Switzerland. And according to the demand of smart phone nowadays, they can create an application to support those demand. <span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 150%;">It can help them to build a stranger relationship with their customer. There is group buying website which is becoming more popular nowadays such as Groupon. The restaurant can also participate by giving out a discount to this particular company then they will offer the discount to their existing customer who had registered with them. It helps the restaurant to promote their product and create brand awareness.