Surname KAUR
First Name RAJINDER
Student ID 2014002525
Name of Programme POST GRADUATE DIPLOMA IN BUSINESS ENTERPRISE
Name of Paper GBE 804, BUSINESS ENTERPRISE OPERATION: MARKETING
Facilitator JULIAN GALT
Assignment No. ASSIGNMENT-1 MARKETING SYNTHESIS
Total No. of pages
(Including cover) 9
Submission Date 26/11/2014
Date received by facilitator
Date returned
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But the market is still dominated by Burger king, MacDonald.
Factor Supporting Competitive Advantage
Physical attributes
• Unique ambience of the restaurants.
• Unique environment
• Digital menu panels
Service
• Quality of product
• Nutritious products
Personnel
Restaurants business gives exposure to new comers from local community and prefer to train them according to their requirement.
Location
Prefer to choose busy location to attract more customers and from where they can deliver best service to its customers. Parking facility is always available.
Images
• Unique to get share of mind
Evaluation of Company Competitive Strategy
The evaluation of the company strategy indicate that the Restaurants brands put special emphasis on product and customers. It always make innovations to make its product different to make the product leader in the market. Customer satisfaction is most important for the restaurants brands and remain active to maintain intimacy with customers.
SWOT
Strength
Quality of products
Innovation of products
Strong distribution channels
Recognition of
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Positioning is your strategy for conveying what makes your company or products bigger, different or better than those offered by competitors. Differentiation is essentially the way you carry out your positioning by promotion distinct attributes or benefits that you offer” (www.smallbusiness.chron.com).
Identification of Key Element of Strategy
Nutritious Aspect of the Product- KFC and Pizza Hut has been started using canola and sunflower oil from 2011. Besides, they cut sugar content from the KFC burger buns, promote sugar free beverages and cut 10% sodium in all products.
Transparency of Product- The all products of Restaurant brands give detailed information of the ingredient of the product. Moreover this information is available on the website of the products.
Unique Ambiances- People are more attracted by the unique look of the ambience which is quite different from others.
Distribution channels- Distribution channels help people to get their favourite food at their nearest places or at most famous public places.
Charity activities-
• Surf Live Saving New Zealand
• NZPWG Anita Boon
After a long day in school and studying, every student needs a night off to just relax and enjoy a meal at a restaurant. In this modern time, some aspects of a restaurant can be the deciding choice. Many choose their restaurant of choice based on either those they are with, their personal, cultural appetite, their routine eating habits or their mood. Some of these preferences are similar yet others are the deciding differences. Two common franchise restaurants that pose differences are Applebee’s and Olive Garden. These two restaurants present their differences in environmental and food options causing a choice between them.
Adopting a strategy of differentiation makes firms provide products and services what are distinct in some way valued by customers.
Marketing differentiation, where firms try to differentiate their product by distinctive packaging and other promotional techniques. For example Monster advertises by sponsoring tournaments, getting ownership of sports teams and conducting music concerts.
Differentiation: by focusing on those activities associated with core competencies and capabilities in order to perform them better than do competitors. The key point of this strategy is to create something that customers feel as being unique.
Product positioning - Refers to consumers' perceptions of a product's attributes, uses, quality, and advantages and disadvantages relative to competing brands. Our R&D department is doing tremendous job meeting all our customers’ expectations.
Wendy’s is one of the world’s third largest hamburger companies that is quick service. There are over 6,500 company and franchise restaurants worldwide. Wendy’s mission is to stand for honest food, higher quality, fresh wholesome food, prepared when you order it, prepared by Wendy’s kind of people, do it Dave’s Way, we don’t cut corners. This company believes in fresh and non-frozen products so the customers are satisfied and now they bought from an honest restaurant. The foundation believes in long term success that include there core values in every production. The core values are “Quality is our Recipe” “Do the Right Thing” and “Give Back”. Wendy’s focuses on the responsibility that the stakeholders are also the key to success.
Internal resource is the first consideration that can lead to sustainable competitive advantage and Resource –Based View (RBV) is a theory that usefully helps a firm focus on internal resources (Kraaijenbrink, Spender & Aard, 2010). According to RBV (Valuable, Rare, hard to imitate and non-substitutable), companies have different tangible and intangible resources, these resources can be transformed into unique ability, this special ability cannot flow between firms and rival firms and difficult to reproduce. These unique resources and abilities are the source of enterprise sustainable competitive advantage. In this part, Starbucks and Apple are worth to be analyzed by RBV.
Competitive Positioning is defined as how you will differentiate your products or services thereby creating a value for in the market. A good positioning is influenced by market profile, customer segments, competitive analysis and methods of delivering value. (Marketingmo, 2014)
Now that we know what the problem is, we are able to examine various options to fix the problem. The first and foremost approach Burger King can engage in is differentiation. They need to bring variety to their menu and include a plethora of healthy options. Obesity is rapidly growing especially within the United States, as well as, the amount of fast food chains. Burger King can set themselves aside from other chains by providing those healthy, yet delicious menu choices. For example, Burger King can introduce a children’s meal that provides a choice of fruit as their side and a healthy drink such as apple, orange, or pineapple juice. This would be appeal to parents of young children, especially when parents are in a big rush and look to fast-food restaurants for quick food fix.
...ica the demographics had to be taken into account. Burger King is a fast food restaurant that is suitable for all ages, races, religion, culture etc. unless a consumers feels different about it. Burger King also suits most consumers’ pockets and taste preferences. They do have a range of food such as chicken and beef which satisfies most consumers.
Hospitality is about serving the guests to provide them with "feel-good-effect". "Athithi devo bhavha" (Guest is God) has been one of central tenets of Indian culture since times immemorial. In India, the guest is treated with utmost warmth and respect and is provided the best services.
It will provide entrepreneurs with a competitive edge that will prove invaluable in helping them seek the opportunity in this unexplored area of business. Through this research project one can study the opportunities and potential for Fast Food Restaurant Services in India. Since not too much of research is carried on in this area in India, there is a huge scope for this market and it could be useful for any budding entrepreneur who is interested in this industry.
Parking area: - less parking space for customers. because the location of the café is in central of the city which is very busy
But with the change of taste and preference, fast food chains like Windy, Taco Bell, and McDonald's have introduced SALAD into their menus. This preference is not stopping with salads. In 2002, McDonald’s introduced great tasting new products including premium salads, n salads plus menu; Chicken McNuggets made with white meat; Fish McDippers; Chicken Selects; and new breakfast offerings like the McGriddle sandwiches. Here as a fast food chain, McDonald did not have to introduce new dishes in their menus but with the impression and image in the market analysis, of increasing demand and changing preference in tastes and dishes has made them bring the changes.... ...
...ded once they see that the sales will be increasing and tips will be larger. Good staff will increase good public relations which will result in better business. Marketing a restaurant is the most important part in running a restaurant. If a restaurant is not marketed, no one will know about the restaurant causing it to lose money to operate forcing it to close down. Prices on the menu should always be appealing to the restaurant target market and set towards the products on the menu. It is essential that a restaurant develops its staff to the fullest, for a strong staff creates better sales and the public is pleased .