Suggested market strategy for Nandos restaurant chain

Suggested market strategy for Nandos restaurant chainIt is an individual report outlining a suggested merchandise strategy, focusing in detail on one of the organize markets, for the future marketing direction of the chosen organisation(NANDOS) in dealing with the issues and problems identified. It is based on the swot and twos analysis done on nandos.According to the in front look for done on nandos the formulation of suspend shoot fors and objectives and critically discussion of the strategic chocranks is done. IdentifIcation and discussion of the image and positioning strategy is also done which is depict by a tactical marketing plan, discussing in detail any relevant marketing mix activity.The swot analysis and marketing mix plans of its competitors is described.The aim is to concentrate on marketing strategies rather than focusing on wider corporate strategic management issues.The main focus of this assignment is on developing an appropriate tactical marketing mix plan fo r a recommended strategy and demonstrating evidence of wider research and reading.Nandos is one of the fastest exploitation restaurant chain with a portugese/Mozambique theme.Nandos is cognise as the home of legendary grilled peri peri chicken.Nandos was born in 1987.earlier it was named as chicken land, but was renamed again after its founder Mr. Fernando Duarte.Started in southwesternern Johannesburg, South Africa with a Portuguese/Mozambi toilette theme.It was formed by two friends Fernando Duarte and Robert Broz in africa.It has specialty of pertly-flamed grill chicken modifyd with Periphery sauce, indigenousIts growth can be seen with the fact that there are around 700 restaurants in 29 countries.It launched its first restaurant in UK in 1992 and now has to a greater extent than 200 Nandos in here..FUNCTIONSIt is a restaurant dedicated to people with an craving for life, people who love to laugh and exist to eat. At Nandos we believe in our flame-grilled Periphery Chicke n, we believe its the best in the world. Taste the only one of its kind essence and fire of our Periphery chicken which is only one of its type.Nandos is of the finest restaurant chain in the world as it promises to offer a world class chicken experience at reasonable determines with unfailing quality, value and dedication to its consumers.Human Resource TeamNandos earlier known as chickenland originated from South Africa.It is chain of chicken restaurants, which arrived in the UK in 1992. Nandos has around 137 restaurants with a staff of 2,000 and an HR team of 30. Each restaurant has a team of two buddies who are in charge of HR department . (http//www.nandos.com)Nandos management focuses on giving friendly and prompt works to customers.It also focuses on placing a strong emphasis on staff motivation, believing that happy employees are the key to provide good customer service. Every restaurant jitney is known as a Patraos meaning Portuguese for head of the family. Area managers are known as MDs and severally has a fun budget to reserve parties and days out for staff.The management is considered to be very important in running the restaurants.FINANCENandos has been growing as a restaurant at a rapid rate.it has approximately 700 eateries in about 29 countries with the operating profits of about $140 one thousand thousand. iIt was launched in the UK and Ireland itself in 1992 and now has 217 restaurants here, all directly have and operated.Whereas in its originating country i.e South Africa,it has about 250 outlets which are franchises. Most of its other markets are populated by franchises. (Business Times Online, UK)One of the most important marketing tool is 7 ps of marketing7 Ps of MARKETING7 ps of marketing include physical evidence, place, price, product, process, promotion and people.PHYSICAL show upNandos popularity could be easily judged by looking through its on firing increasing locations around the globe.Its roots can be seen in almost all g rowing nations.It is spread in around 31 countries which includeAustralia, Bangladesh, Bahrain, Botswana, Canada, Cyprus, Fiji, India, Ireland, Kuwait, Lebanon, Lesotho, Malawi, Malaysia, Mauritius, Namibia, New Zealand, Nigeria, Oman, Pakistan, Qatar, Singapore, South Africa, Turkey, UAE, UK, USA, Zambia and Zimbabwe.Nandos is doing extremely good and spreading its spreading very fast around the globe.. householdPlace is reffered as the locations around the globe.It aims at describing the the total number of outlets.Nandos is positioned in around 31 countries with more than 700 restaurants and is still growing rapidly.PRICEPenetration pruneIt is based on keeping the offering hapless priced to grab the maximum market shareCompetition pricing-In this the focus on price is less as compared tonon price competitionitems such as location and servicePsychological pricing-This is market based approach where the customer thinker is intensely affected.PRODUCTNandos Product portfolio prim arily comprises of flame grilled Periphery chicken which is the main focus of customers.The chicken is mainly served in quarters,halves and wholes.Cold drinks, shakes, ice tea , appetizer are also served at a nominal price.Nandos also serves burgers, pitas, salads, wings and wraps. In some countries, Nandos sells chicken livers, Espetada (a large stand with a skewer of chicken breast and grilled peppers) and the Cataplana (a chicken and rice dish served in a traditional Portuguese copper dish). (www.nandos.com)It also manufactures a blow of sauces which include Peri-Peri sauces, marinades, cooking sauces and a Peri-Peri Essence. (www.nandos.com).PROCESSAmazing taste with nutrition -The chicken provided is lower in fat with great taste and high on protein.Freshly prepared Premium chicken are selected for Nandos. Then they are trimmed for excess fat and marinated in Peri-Peri sauce for 24 hours for the amazing taste. thrilling Grilling Chicken is properly grilled naked on an open f lame resulting in lower cholesterol and fat. And is basted on customer preference manage lemon and herb, mild or extra hot Peri-Peri.Uses 100% natural ingredients and no preservatives, flavors, colors and no added MSG.PROMOTION360 promotional techniques are used.For winning prizes and discounts discover cards are given when an order is placed on various combo meal.Special offers like value meals offer greater value for specie for the customerPEOPLEFriendly and prompt services to customers.Appropriate interpersonal skills, aptitude, and service knowledge.Responsiveness, reliability, assurance, empathy are the KRAsTransforming the transaction value to the customer life time value. trading operationsNandos is known for its overwhelming staff. They give their best to make it a lifetime experience for the customers. I interviewed some crowd to judge about their experiences in nandos and fit in to the people it was one of the best restaurants experience for them. Best known for its pe ri-peri chicken which is really mouth watering. Even if the restaurant is busy the order placed comes to you in less than 10 -15 minutes. Unlike other restaurants the staff cooperates instead of annoying the guests. One of the best part about nandos is that it has options for vegetarian people too.There are some varieties of options to demand from pastries and other desserts priced between 2 to 3.The service is very quick and wonderful. One can choose from different varieties of menu. So nandos could be an lifetime and mouthwatering experience for the people. adversary ANALYSISPOSITIONING OF COMPETITORSMC DONALDSIt positions itself as the leader in quick service restaurants.In order to maintain dominance, they market to a younger set of persons, much in the same way that our Im Lovin It campaign does.KFCKFC corporation positions itself as the worlds most popular chicken restaurant chain, specializing in extra crispy hot up chicken, Twister and Colonels Crispy Strips chicken with h ome style ideas which are different from othersSWOT MATRIX OF McDonaldsHere are some major strengths,weakness,oppurtunities and threats of mc donalds are described.StrengthsMcDonalds is considered as a market leader in both the domestic and international markets.It has an efficient forage preparation style that follows the process in a systematic wayThe food is cheap and lots of variety is available.Weaknesses highschool renting cost and high fixed cost.Price competition with the competitors resulting in low revenue.There is lack of product innovation as the same menu is being used from a long time.OpportunitiesIt can adapt to the needs of the societies and change an innovative product lineMcDonalds still has plans for more international expansion.ThreatsThe companys aggressive international expansion.Foreign currency fluctuation as it uses standard pricing for its food items.SWOT ANALYSIS OF KFCStrengthsKFC has strong trademark recipes.Ranks highest among all chicken restaurants for its convenience and menu variety.Distribution strategy.WeaknessesAdmitted inability to provide quality service.Lack of knowledge about their customers.Conflicts between KFC and PepsiCo cultures.OpportunitiesOverseas expansion with the rapid economic growth.Updating restaurants.ThreatsIncreasing wage rates directly affect menu prices.Changing customer demands.stigma AUDITKFCMcDonaldsBrand imageBucket chicken, wings of chicken, their mascotChicken burgers, cone ice cream, RonaldWhat is your perception towards the customerEnjoy Crispy ChickenExperienced service which is the industry standard.Roles these brand play in your lifeGlobal AppealGlobal appeal with providing best service in industryWhat is the reason for going thereTo have chicken servedA multi fast food choiceLevel of awarenessHighHighPESTLEPestle is an abbreviation for the factors that should be understood by a company as part of its environmental analysis. It is described asP PoliticalE EconomicS kind/CulturalT Tec hnologicalL LegalE Environmental.OPPORTUNITIES THREATSOpportunitiesThreatsPeople are more open to experiment with food now a day. rapid growth in food industryInternational expansionDemographic trendsRapid economic growthStrength of competition.Rising sale of deputize goods. ex- Mc Donalds cheap chicken mayo burger (99p).Mature/overstored industry.More health-conscious consumers.Loyalty enjoyed by the present competitors.Economic downturnInternalFactors(IFAS Table)ExternalFactors(EFAS Table)TOWS MATRIXStrengths (S)Branching (29 countries)Its fresh (never frozen) marinated for 24 hoursGrilled to order (healthy)Customer able to choose level of spice in food.In the UK itself 214 restaurantEvery restaurant is unique on an individual basis design2010 one of the worlds top 30 hottest marketing brandsWeaknesses (W)Menu updating cycle is too longLess care for religion and vegetarian costumerHigh renting cost , fixed costRelatively high food priceHealth problem about grilling foodTra ditional grill food cant satisfy all the costumers.Does not provide online orderingOpportunities (O)People are more open to experiment with food now a day.Rapid growth in food industryInternational expansionDemographic trendsRapid economic growthS-O StrategiesThere are room for more international expansion (S1, O3)Increase number of outlet in current market (S1, S5, O1, O2)Increase marketing effort on healthy food (S2, S3, O1)Adding impertinently menu items (S3, O1)W-O StrategiesAdd more food categories (w1 w2 w6 o1)Add online service with home delivering (w7 o2)Decrease the fixed cost of the food (w2 w3 05)Threats (T)Strength of competition.Rising sale of substitute goods. ex- Mc Donalds cheap chicken mayo burger (99p).Mature/overstored industry.More health-conscious consumers.Loyalty enjoyed by the present competitors.Economic downturn.S-T StrategiesOpen more outlets/Expand internationally (T1, T5, S1, S5) jazz the product prices (T1, T2, T6, S2, S3, S4)Start Home-delivery. (T1, S5, S7)Increase marketing efforts (T1, T3, S1, S5, S7)Attract more customers. (T3, T5, S1, S2, S3, S4, S5, S6, S7)Enhance the food making standards. (T1, T4, S2, S3, S4)W-T Strategies1. Should come out with some cheap products to compete with others.(w4,t2)2. mustiness use more healthy ingredients to attract the health conscious population.(w-5,t-4)3. Need to focus on strategies to gain more profit in economic downturn position(w3,t6)4. must come with more vegetarian products to attract the crowd.(t1,w2)TARGET MARKET PROFILEAge 18 30 year old (Generation y)Gender Male and egg-producing(prenominal)Income Moderate to highOccupation Students and Young Independent PeopleSocial class Middle to Upper ClassRisk perception Low endangermentNeeds-motivation Sports and independent imagesBrand loyalty StrongSTRENGTHBranching (31 countries)Its fresh (never frozen) marinated for 24 hoursGrilled to order (healthy)Customer able to choose level of spice in food.In the UK itself 214 restaurantEve ry restaurant is unique individually design2010 one of the worlds top 30 hottest marketing brandsCSF/CA MARKETING tiny Success Factors (CSFs) are the critical factors or activities required for ensuring the success of the business. The term was initially used in the world of data analysis , and businessAnalysis.( http//rapidbi.com/created/criticalsuccessfactors.html) small Success Factor (CSF) Marketing can help Nandos in the following areas of their businessSEO and SEMSocial Media MarketingQR CodesEmail CampaignsTrade Magazine Advertising lively MarketingLets take the example of the famous social networking web identify and see how it can benefit Nandos and how the brand name can be promoted using the World simple WebSocial Media Marketing on Facebook, Twitter, LinkedIn, etc is huge right now. Facebook has over 500 million active users and uses a targeting system for delivering ads that works.More than 500 million active users.50% of active users log on to Facebook in any given day.Average user has 130 friends.People spend over 700 billion minutes per month on Facebook.Average user is connected to 80 community pages, groups and eventsAverage user creates 90 pieces of content each monthMore than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.More than 70 translations available on the siteUsing demographics and geographic analysis, ads should be targeted to the right sex, age group, metropolitan or national areas Facebook really delivers. Setting up smart campaigns for your wall posts and ads is crucial.. Custom pages can also be built listing your services, promotions, and more. Facebook determines the location of a user based on IP (Internet Protocol) addresses, which can help identify the country or city where a user is physically located. If a user has listed a current address on their profile, they may see ads targeted to that location, regardless of where they are before long located. S o masses can easily be reached and brand can be promoted easily with the direct technique.