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You will prepare and submit a term paper on Santa Fe Grill Restaurant. Your paper should be a minimum of 2500 words in length. They achieved success good success in the first 6 months but after that, they observed that revenues, customer flow, and sales were on the downward trend. Add to that, they had only minimal information about their customers and their characteristics. As both of them were deficient in marketing expertise, they approached a marketing research firm to gather some primary data regarding the dining habits or patterns of people in not only in Santa Fe Grill Restaurant but also that of its competitor, Jose’s Southwestern Café. So, the collected data will be analyzed a comparison of Santa Fe Grill and Jose’s Southwestern Café, followed by identification of Santa Fe Grills’s competitive advantages, and finally ending with the recommendations for improvement.
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