Marketing Evaluation Of Restaurant Brands

Restaurant Brands NZ Ltd

Introduction

Purpose: The main purpose of report is to evaluate marketing synthesis on Restaurant brands that operates food chain throughout the world.

Business Context: “Restaurant Brands New Zealand Limited operates the New Zealand outlets of KFC, Pizza Hut and Starbucks Coffee and has recently acquired the rights to Carl 's Jr.

These food brands - some of the world 's most famous - are distinguished not only for their product but also for the look, style and ambience of their outlets, for the service they provide, and for the total experience they deliver to their customers in New Zealand and around the world”. (Restaurant brands)

As at February 2014, Restaurant Brands has 176 stores: 90 KFC, 51 Pizza Hut,

And it also attacks the market leader by providing quality product and services. Restaurant brands are providing the nutritious value of the product and some innovative new products to attract more customers and compete with leaders.

“Market challengers may launch a full frontal attack, matching the competitor’s product, advertising, price and distribution efforts. They attack the competitor’s strengths rather than weaknesses”. http://www.themanagementor.com/EnlightenmentorAreas/sm/Cms/MktCha.htm The competitive strategy adopted by the business:

Differentiation: Restaurant brands provide quality junk food which is healthier.

Focus: Restaurant brands mainly focus on customer satisfaction

Customer intimacy: RBs make healthy and long relationship with customers by providing product how they want. For example: KFC provide burger as per people’s taste.

Product leadership: RBs have a great product leadership as they had maintained good relationship with customers.

Factor supporting competitive advantage:

Physical: Interior or environment in restaurant.

Service: Quality product, free home

Potential Entrance Threat:

Restaurant brands are famous because of their quality product and services so, they have no threat of new competitors.

2. Supplier Power:

Supplier Power is low in restaurant brands as these are famous and reputed in market.

3. Buyers Power:

Buyers are the people who create demand in an industry. The buyer power is greater when:

-Products are standardized.

-Recognise services and offers.

4. Threat of substitutes: People have many options of food so there is high threat of substitutes.

5. Industry competitors:

Segmentation

Definition:

“Market segmentation is the first step in defining and selecting a target market to pursue. Basically, market segmentation is the process of splitting an overall market into two or more groups of consumers”(Segmentation study guide).

Importance:

“Marketing investigates what potential customers need and develops products and services to satisfy those needs. Marketing strategies put this concept into effect for specific companies and target markets. Companies that implement marketing strategies find that different customers have different needs. To address this problem, they group similar consumers into market segments and focus on their common needs. Such marketing strategies are only effective if they use market segments with the appropriate characteristics, allowing the companies to target the segments with products and services tailored to their specific