DELLA INTERNATIONAL COLLEGE

BSBMKG507
ASSESSMENT 2 – Comparative Competitors
Analysis

Camila Chamorro, Student Number: DIC201611010

BSBMKG507 – Interpret Market Trends and Developments

BSBMKG507 Interpret Market Trends and Developments Camila Chamorro

Scope of the analysis: The present analysis includes

- Geographically: Melbourne city. Richmond and up to 10 km around

- Type of food: sea food
- Price: $$
- Service: table service

Sources: internet websites; food apps (like Zomato, Deliveroo and UberFood); brochures,
menus.

Company Details:

- Name: Richmond Oysters.

- Location: Richmond
- Cuisine: Casual. Seafood
- Avg. Cost: $120 for two (approx..)
- History: Founded In 1959 by brothers Tony & Nick Anassis, who established a single
fronted retail outlet next to the train line in Church Street, East Richmond. Then,
whilst one brother shucked oysters and filleted fish for sale to local residents, the
other established relationships with pubs and restaurants in and around Melbourne
through door-to-door promotion of their wares.
From this humble beginning what started as a small family business has grown to be
one of the most respected seafood establishments in Melbourne. Today, Richmond
Oysters retains its iconic heritage, continuing to operate from their original location,
complementing the wholesale operations and retail seafood display with take-away
fish’n’chips and a world class restaurant dining experience.
- Philosophy (Values): “We serve premium quality seafood for the enjoyment of all.
Welcome, to the world of the Oyster!”
- Mission1: Richmond Oysters recognises its’ position in the market place as a leader
in their field.
They claim to remain focused on continual improvement and the ongoing refinement
of business processes for the benefit of their customers and staff.

1
Source: http://richmondoyster.com/richmond/richmond-home/about-us-richmond/
 BSBMKG507 Interpret Market Trends and Developments Camila Chamorro

Commitment to a superior standard of quality, and to remain dedicated to delivering

the highest possible standard of product to their diverse clientele across wholesale,
restaurant and retail.

- Vision2: To provide a wholesale service that delivers an extensive range of the

freshest fish; the extended variety of seafood that Melbourne demands, together with
a total offer in fresh and frozen general foods.
To offer fresh and high-quality food and service.
To make customers and clients happy.

Principal competitors:

Restaurant Name
Rockpool Bar & Gril
A la Bouffe Bar & Bistro
Bacash
Rubiras at Swallows
Richmond Oysters
RST Seafood Restaurant
Dalmatino
Mediterraneo Charcoal Restaurant
Claypots Seafood Bar
Moshi Moshi
Pacific Seafood BBQ House
Mesa Greek Cuisine
Machi
Saltwater Gril
Tommy Ruff Fish Bar
Mussel Pot
Avg. Cost (for two approx.) Location Cuisine Descrition
$ 200.00 Southbank Fine Dining. Seafood, Steak, Australian
$ 150.00 South Yarra Casual. French. Seafood. Steak
$ 150.00 South Yarra Fine Dining. Seafood. Modern Autralian
$ 150.00 Port Melbourne Casual. Seafood. Modern Australian
$ 150.00 Richmond Casual. Mediterranean. Seafood
$ 120.00 Fitzroy Casual. Seafood
$ 100.00 Port Melbourne Casual. European, Seafood, Croatian
$ 100.00 Albert Park Casual. Mediterranean. Seafood
$ 90.00 St. Kilda Casual, Seafood
$ 90.00 Port Melbourne Casual. Seafood. Japanese. Sushi
$ 80.00 Richmond Casual. BBQ, Chinese, Seafood
$ 80.00 Abbotsford Casual. Mediterranean. Seafood
$ 80.00 St. Kilda Casual. Japanese. Seafood, Tapas
$ 45.00 Albert Park Casual. Fish and Chips. Seafood. Burgers
$ 40.00 Elsternwick Casual. Fish and Chips. Seafood
$ 30.00 Prahan Market Food Stall. Seafood

2
Source: http://richmondoyster.com/richmond/richmond-home/about-us-richmond/
BSBMKG507 Interpret Market Trends and Developments Camila Chamorro

Avg. Cost (for two approx.)

$250.00
$200.00
$150.00
$100.00
$50.00
$-

So, if the average cost is $103.44.- and the Mean is $95, Richomond Oysters is above those
values. The Standard Deviation is close to $45.-
BSBMKG507 Interpret Market Trends and Developments Camila Chamorro
BSBMKG507 Interpret Market Trends and Developments Camila Chamorro
BSBMKG507 Interpret Market Trends and Developments Camila Chamorro
BSBMKG507 Interpret Market Trends and Developments Camila Chamorro