Strategic Marketing Management For Restaurant Brands

Introduction to Restaurant Brands

The Restaurant Brands is the company which belongs to the restaurant industry in New Zealand. The company involves itself with food service which includes fast food. The restaurant is a company franchisee and focuses on the management of multiple sites with a brand of food merchandising chains. The company is listed under stock exchange of New Zealand and secure exchange of Australia.

The Restaurant Brands New Zealand has several outlets within New Zealand and Australia which includes: Pizza Hut, Carl’s Jr, Starbucks coffee, KFC and Taco Bell. The headquarters of all this is located in Auckland in New Zealand.

The Restaurant Brand as a company has 314 outlets and closely eight thousand (8,000) employees as staff workers and serves 120,000 clients daily worldwide. All this operation and outlets are located in Australia, Hawaii and New Zealand as a whole (Alhelalat, Ma’moun & Twaissi, 2017).

The company it has several products which offer them to their customers. These brands include KFC, Taco Bell, Pizza Hut, Starbucks coffee and Carl’s all over the world (Datta, Ailawadi & Van Heerde, 2017). The description of each is as follows:

KFC (Finger-Lickin’ Good). This is the chain which deals with chicken and is more popular in the world therefore called chicken restaurant. Is one of the world most precious food brands which colonel sanders within the helm as its character. The taste and flavour of the chicken are very good because of herbs and spices which are added to it. This keeps kiwis a frequent customer to the KFC (Datta, Ailawadi & Van Heerde, 2017).

Throughout its product, they maintain a delicious Original Recipe chicken. This was evidenced in New Zealand KFC where hot and spicy chicken, fillet Burger of chicken and wicked wings other include, quarter packets, crushers and twisters which they have become also popular (Gao et al., 2018).

Pizza Hut. This is the origin of unique Pan Pizza plus stuffed crust. This outlet supplies the largest quantity all over the world than any other restaurant. The types of Pizza include:

Bacon and Aioli. This is smooth in cheesy and delicious with cream garlicky aioli, mozzarella melted on Bacon. Beef and Onion is covered with red onion, beef well-seasoned and mozzarella which are melted in plenty. Pepperoni is tomato sauced and hit of spicy of pepperoni including mozzarella?. Hawaiian is at the top of this pizza is chunked with pineapple juice and smothered in cheese of mozzarella. Ham and cheese is simply good pizza with a nice taste. This is the mixture of marinara sauce of tomato and lashings mozzarella at the top. Tropical veggie is a mixture of chunk juicy of green capsicum, red onion, and pineapple Also at the top is covered with mozzarella. Classic Cheese is a classic on its way, it has tomato marinara sauce having characterized with stretchy max, gooey and melting mozzarella.  Cheesy Garlic As the name suggests Garlic; it has fragrant garlic aioli, sauce of marinara tomato and has a top layer of mozzarella cheese. Other product in this brand includes: BBQ beef and onion, triple meat and cheese, hot and spicy beef, beef, caramelized and bacon onion, BBQ bacon and mushroom, hot and spicy veggie, vegan, chicken cranberry lovers, double topped pepperoni, double topped classic cheese, meat lover and Italian lover, veggie lovers and many others(Thaler, 2017).

Product and Service description

Carl’s Jr. This is the brand which offers best in classic and quality burgers. The services are unique because they focus on made to order burgers by means of fresh ingredients and service at your table. Its menu includes Mac and cheese big Angus burger, original big Angus, western bacon, Portobello mushroom, Memphis BBQ and Jim Beam bourbon (Thaler, 2017).

Taco Bell. This is an upcoming brand which is a massively successful organized product. It attracts most young millennial peer group in the world (Thaler, 2017).

All the above discussed outlets they offer product in food industry and also offer services like outside catering, dinning decorations and entertainment services to the interested clients like music.  

An organizations objective is a something that is planned to be achieved in future. This is like a goal targeted within a given time setting work to be achieved. According to this study, they are both organizational and marketing objectives the business targets to attain (Jones, 2017). The Restaurant Brands has Objective to achieve which the management are working towards them. The following are both organizational and marketing objective the Restaurant Brands is very much willing to achieve in the market as time goes.

Food

Restaurant brand provides food services whether is fast food stuff or acceptable dining activities as per customer requirement, aiming to create food that customer is willing and able to pay and again come back for more consumptions. Labour cost and materials used should be of low cost but quality this will help to do a modification on the price and fetch in a profit in the restaurant and make a fair price for the customer. They are targeting to offer seasonal and local dishes for their specialization (Pan, Chen & Zhan, 2018).

Dining involvement

Restaurant Brand is aiming to create full dining involvement that participates in a way of space decoration according to the music at the stage. Also, the quality of services to be enhanced respectful plus prompt without hovering as well as understanding about component and preparation techniques(Pan, Chen & Zhan, 2018).

Profitability

Profitability is one of the restaurant objectives as a business so as to keep the expense low and manage profitable set-ups. The biggest expenses occur in food and on kitchen and serving staff, busses and hostesses (Folinas et el, 2018). Also, the restaurant is focused on managing other costs like advisement cost, rent, utilities, equipment and upkeeps and repair of them. Another way they are focusing to achieve this is by inviting new customers, maintaining the existing client happy and providing a wide selection of product in the restaurant (Pan, Chen & Zhan, 2018).

Longevity

The success of Restaurant Brands is enduring on building a good image and having loyal customers. After the organization made a profit, the restaurant aims to own the premise where it works or to have long duration lease and maintaining customer always happy. Therefore, this will help the restaurant to achieve the objective of developing a clear and active operational organization. This objective wills the organization to open more outlets as possible as the future goes (Pan, Chen & Zhan, 2018).

Objectives

These are set objectives by the organization while promoting its foods and services to potential customers and this is to be achieved for a given period of time (Marketing MIX, 2015).Also, these are like strategies for marketing which enables the overall objective of the organization to be achieved well (Marketing MIX, 2015). For restaurant brand marketing goals includes the following:

Restaurant brands is aiming to attract many customers using organisation website. This is the platform where many potential clients will get information about the products and services. Restaurant brands it has fully given its details online, including their history, brands, location, and investor’s data. Also, this will help to maintain the existing customer with current update without any delay, therefore, building strong royalty on them. Also, customers, they are doing online food ordering through this platform which is very effective (Marketing MIX, 2015).

We are in digital age, Restaurant brands are likely to invest heavily on social media like Blogs, Facebook, Instagram, Twitter and telegram including other which they have a lot of multiple influences to the people. The organization is aiming to post more information with time on the blog so as to spread effective services. Also, Facebook is a method used for many and is successful (Hill & Westbrook, 2014).

The restaurant is aiming to increase online orders since every brand platform it has dialog box main for that purpose. This enables visitors to make their full activities only through a few button clicks. Also, this is a 24/7 system which will encourage more customers to our services. Doing this entire customer they will definitely member your services. Time-consuming is no longer there and the rest will be used on other important matters (Hill & Westbrook, 2014).

The restaurant is aiming to build a strong team in its field. For example, managing off-color employees, hand picking loyal workers, go for skilled candidates and focuses on regular training and advance of their skills. All this is what the organization is aiming to achieve in future at full capacity. This objective will have business to produce quality and effective service thus revenue and customer increasing (Hansen, McDonald & Mitchell, 2017).

Target marketing involves diving market into different sector which the organisation will concentrate towards the customers within that territory. This helps the organisation like Restaurant Brands to offer services and product to the close easily since they know their requirements as selected market. This is an important characteristic of marketing strategies in modern days that is to aim on a specific sector rather than the whole market (Rees & Smith, 2017).

The target market it will depend on the following market ideas:

The market structure Restaurant Brand can be described by identifying several organizations which are able to produce similar products in the marketplace thus enhancing competition to the organization (Hansen, McDonald & Mitchell, 2017). This means organization sharing the same market each needs to its market structure to penetrate in the market well. In New Zealand, Australia and part of the world Restaurant Brand are experiencing indirect and direct opposition from a restaurant like Pegasus Bay, River stone Kitchen, Pacifica Restaurant and others which competitors of Restaurant Brands(Hansen, McDonald & Mitchell, 2017). Therefore, well elaborated market structure will enhance strong competition.

This is the potential customers of the product or vendors who individually located to the specific market. The business organization is very interested to identify their market size as they introduce new goods and services in the targeted Market. Potential customers of Restaurant Brand believed to live in within their outlet like KFC Australia, Pizza Hut in Hawaii plus Taco Bell there and the rest of the world (Hunt, 2018).

This is the product which results in revenue of the organization. All this is after deduction of expenses, therefore, leading to net income. As the Restaurant Brand in New Zealand servers more than 120,000 customers daily in the world, it targets $16,683.0 million targeting to be a billion enterprises (Hunt, 2018). Restaurant Brands aims to have greater potential profit in the future. 

According, to the analyses based on the statistical information from the CSI market Restaurant brand in the first quarterly year it has improved the revenue collection due increase of customer within the environment(Hunt, 2018).The market portion also has increased at a high rate since online booking and ordering of the product through online platforms has enhanced. Also, this was enhanced by promotional programs inside the restaurant like an annual celebration, promotional talk to workers and frequent customers (Axelsson, Malmberg & Zhang, 2017).

Towards the targeted market, the organization has focused on several items to work on them, like, Products of the restaurant, place where the business is located and other outlets, prices of the restaurant brands, promotional programs and events, people and process to work on them and final to deal with physical environment within the Restaurant(Axelsson, Malmberg & Zhang, 2017). The following are descriptions of 

The product of the restaurant is recognized as a brand. All brands of the organization are integrated despite different location so as to improve the image of Restaurant brand in the market. The modern technology has been used within the organization making acquires of product information easily and able to do shopping easily like online ordering

(Current Market Performnace, 2017).Also, a very unique technique used by restaurant Brand is in branding its product and packaging. They have attractive colour in the buildings and other products which enable them to be different from their competitors (Current Market Performnace, 2017)

The location of Restaurant Brand in New Zealand is very important to the existing and potential customers. Within all parts of New Zealand, Australia and Hawaii and all streets of those down the outlets of Restaurant brand popular. These outlets are like KFC, Taco Bell, Pizza Hut, Starbucks coffee and Carl’s all over the world. This attracts customers with rate and marketing the restaurant product (Demir, 2017).

Offering the best price in the food and serving industry Restaurant Brand is their target(Demir, 2017)This is despite the quality of the product and service since they are aiming at satisfying the customer and quality valuable and acceptable product entirely.

This is to improve the desire of customers’ interest towards it. The restaurant has been invested a lot in social media like Facebook, print media like in their branding and digital media like the website. All these means are important in marketing strategies for this organization (Demir, 2017).

Restaurant Brand is very active in things through several steps. The process they used in decision making on marketing strategies and they involve peoples like customers and staffs. This help the organization to come up with a strong and competitive division in the market (Hatheway, Kwan & Zheng, 2017).

This is the immediate climate of operation. Restaurant Brand maintains cleanness of high hygienic in all areas including inside the kitchen, dining hall and the staff alters which is white in colour (Hatheway, Kwan & Zheng, 2017).

All these objectives in Restaurant Brand aim in achieving greater heights to let the enterprise to be a billion dollar and multi-brand international company (Honisch, Harrington & Ottenbacher, 2017).

This is the situation of gathering and analyzing current and past social, technological, political and economic data which aims in classifying external and internal influences in the organization and the effect on the strategies chosen (Honisch, Harrington & Ottenbacher, 2017). Also, this is used to do an assessment in the organizational present and upcoming strength, weakness, opportunity, and threats. Also, PEST and SWOT technique of analyses is used here. Restaurant brand it tries all this to analyses the organization performance according to the marketing strategies employed. This organization should truly and insert more effort so as to increase revenue and reduce expenses (SWOT Analysis, 2017).

This is the evaluation of the organisational stock market performance, which is used to give clear indication of trending share in the market concerning the behaviour of the environment. Upon Restaurant Brand international after employing some successful market strategies has resulted in several impacts towards organizational profit. The following is the summary of the companies’ product or brand, sales capacity compared to competitors in the same industry or market segment (Rizzo & Kim, 2005). Restaurant growth comparison.

It has improved by 18.6% revenue on the year at the second sector of 2018. The outpaced of 5.71% progress in the industry of Restaurant and in-service segment grows by 6.4%. Regardless of sales increase in service segment and industry of restaurant, restaurant brands it has average sales growth on the market. Comparison of revenue in the first section result is, sales being 7.15% higher while the second sector in 2018 incomes and average yearly transaction growth was by 14.48% completed the first 5 year (Performnace, 2017).

Restaurant Brand showed yearly raise of 78.38% on EPS in a quarter of the year, comparing 54.23% rise in the restaurant industry and 34.14% rise in the sector of service. This show that the general market growth is of 25.81% (Performance, 2017). 

This is a clear indication that the increase in EPS and revenue increase is due to successful market strategies employed. This strategy increases the volume of sales in all sectors both Restaurant and serving sector.

This table gives description on the strategies as used in the Restaurant Brand and their impact on profit. Each strategy has cross checked with the impact towards the profit.

Strategies	Impact on Profit
Product Strategy – Having several brands in the market helps to penetrate through the food industry well.	– This has increased the revenue pool since the profit from each product is important.
Pricing Strategy –Restaurant Brand helps in price Regulation rather hacking it to customers.	– Will be done by minimizing the internal expenses thus improving the profit.
Place strategy – have expanded geographically by opening many outlets and having an integrated system for both.	– The increased geographical zone will create the organization capabilities and sales and margin profit will be manifested in Restaurant Brand in all outlets.
Promotional Strategies – this include like social media, branding and promotional programs	– This will influence customers much thus having less cost and improving the margin of the profit on another side.

Target market (Target market, 2018)

Restaurant Brand is experiencing market growth in the market. The performance in the market is rated using 1 -10 and the market share is described using the percentage. The details are based on the strategic of the Restaurant Brand compared to the restaurants in the industry.

Marketing Doings	A rate of Market Growth	Current market share	Rating
Product strategies	consumer rate improved by 45 %	11%	9
Pricing Strategies	Reasonable rivalry	3%	8
Place strategies	Increasing geographical zone increased target customers in the zone	6%	7
Promotion strategies	More promotional programs and event introduced to entice more clients	3%	9

Table 2 Market share against its growth (Target market, 2017)

Despite strong competition in the market, restaurant Brand has managed to have marketing strategies which have promoted its growth to a certain percentage.

The market performance of Restaurant Brand is assed using given objectives to be attained, therefore the assessment is done using objective attained in ranges of 1- 10. This shows that Restaurant Brand is improving comparing to the organisation in the same industry. 

Marketing strategies	Performance on market	Objectives attained (Range one to ten)
Product strategies	Presenting numerous foodstuffs. Improve customers’ choice thus enhancing growth ratio.	7
Pricing strategy	Fixed plus low price of the products it has leads to customer attraction.	6
Place strategy	The growth of the restaurant also has been improved by geographical zone expansion	7
Promotional strategy	Marketing presentation using promotional programs initiated steady growth	6

Table 3 Market performance assessment (Target market, 2017)

Due to the increase of the tourism seasons in New Zealand and Australia, the rate of customers has increased, therefore restaurant improving the rate of performing its activities (Stead & Hastings, 2018). Restaurant Brand management is on concern and making extensive marketing in all outlets so as to maintain its position in the market. The rate of competition is high from another restaurant thus organization creating market strategies to attract customers on their entries and exit (Stead & Hastings, 2018).

Product/service market evaluation against market attractiveness and competitive position 

1. A) BCG

This is BCG matrix was developed to help in long-term planning strategies and assist in considering growth chances  of Restaurant Brand by reviewing product portfolio and do decide where to invest or not no more products in the industry. This was developed by a group called Boston Consulting Group for product portfolio (Theaker, 2017).  

This is a quadrants analysis based on market growth and share of the Restaurant Brand. The description of the four boxes is as follows:

Dog – are the products with less growth rate plus its market share.

Question mark – Show the products which have less share in the market but high progress in the market.

Star – These products it has both high growth and market share.

Cash cow – the product, market share is high and growth market is low.

For example, Restaurant brands organization when it assumes to use the BCG matrix will have to follow: Among the Restaurant Brand product and other investment there is “Dog” which does not need more effort or more cash input because it reduces income since its growth is slow in the market like Toba Bell.

The question mark has to motivate the Restaurant Brand to invest a lot on the product to attain both growth and market share (Theaker, 2017). This will motivate a lot if is attained.

KFC in the Restaurant Brand is like a Star. This brand has a lot of progress in the market plus it has attained biggest share compared to the rest of the product in the organization and in the industry. It fetches urge revenue for the organization (Theaker, 2017).

Cash cow, this is like Restaurant Brand puts less effort in doing investment on this brand but the output is very high to sustain the Restaurant Brand operations. 

Product Life Cycle is describing as the lifecycle development of the product. This includes the initiation of the product to the market until it reaches its maturity and decline, therefore, becoming nonexistence in the marketplace (Mathe et al., 2017). This will be applied in Restaurant Brand to develop and maintain the existing products. 

In summary, the above Diagram shows the stages of the product in the market. The following are details of stages. According to the Market mix (2015), the following are stages for the product development and how is used in Restaurant Brand.

Introduction Phase – this is a very expensive level of product development since the organization used to launch the new product. The product is characterized by small market size resulting in low sales volume. All this occur especially where competition is very high in the market.

Growth phase – is customized with high and strong sales volume resulting profit. This occurs if the organization invests a lot in advertisement and promotional programs. Also, stage organization enjoys a production scale in the market.

Maturity phase – this is the stage where the product aims to maintain market share. The products require modification in this stage because is very competitive and market strategies are needed to be exploited wisely. Maximum of the profit is expected in the organization.

Decline phase – in fact at this stage the product starts shrinking because the market might be saturated or the consumer is shifting to another product. Is very difficult for a company to make a profit and the product be deceased completely from the market.

Information related to Restaurant Brand concerning the product development and growth.

According to the Restaurant Brand products, the products are in the market already which they have already developed. Restaurant Brand it has a used lot of funds to franchise the organization and create a successful outlet (Gao et al., 2018). This time no profit was expected much since the product was not mature. Now with time, the brands like KFC grows and started generating income and establishing well in the market. KFC and Pizza Hut they have grown to an extent they are opening the new outlet of the same brand in Australia and Hawaii. Now in its maturity stage the Restaurant Brand it faces stiff competition in the industry from other like White House Café and Bar Restaurant. Final the management should be aware of the decline stage where the product will be saturated fully in the organization and the consumer has started to look for alternatives. This is the time when to run and manage product like KFC will be hard (Gao et al., 2018).

In the food and serving industry competition is very high, generally comparing the pricing and quality of the product. Restaurant Brands has faced several struggle in dealing with competitors but it has managed to certain extended. The table below shows how Restaurant brand has served using rating of high, moderate, difficult and percentage.

Parameters	Competitor 1 (Food Industry)	Competitors 2 (Serving Industry)	Competitors 3 (New World)
Product quality	High	Low	Moderate
Pricing	Moderate-high	High	High
Share of the market	43%	30%	25 %
Easiness of Entry	Difficult	moderate	Moderate-high
Research	High	High	Low

Table 4 Competition assessment (Target market, 2017)   

Competition cut down has a lot effect on the organisational operations. These effects are towards the Restaurant Brands strategies on the product. The table below displays the impact on each strategy and explanation of the effect in the market.

Strategy	Impacts	Explanations
Product strategy	The strength of the customer is very high	This is why there are more varieties in the marketplace
Pricing strategy	The price of the products remains constant, therefore high impact	No constant price or low leading to low cost of the product .
Place strategy	Impact is moderate	Due to the geographical zone increase, there is more sales volume and profit because of no direct stiff competition
Promotional strategy	Moderate-high	Customers are attracted more than previous

Table 5 Competition evaluation (Performance, 2017)

This is the environment with key external and overwhelming factors which influence the organization to an extent the internal management has no power over them(Hansen, McDonald & Mitchell, 2017). This influences the decision making of the organization, strategies and their performance. These factors include political and social factors, economical, demographical, technological and legal factors and natural factors.  All these can affect the decision making of Restaurant Brand negatively or positively (Hansen, McDonald & Mitchell, 2017).

The table below give brief explanation on the environmental factors which affects Restaurant Brand in New Zealand. Restaurant Brand had been affected by these factor in several ways which is shown in the table. Every description is related to the Restaurant as a whole. 

Environmental Factors	Description	Effects
Social factor	Societal duty performed by the Restaurant Brand is to maintain the employee’s Relation from the community. Overall the organization tries to have value on employee’s behaviour. This affects society and cultural group behaviour.	Through the cultivation of unity within the organization, it will unite and bring peace atmosphere. This will result in good services to the customer from the organization.
Economic	Restaurant Brand to overcome economic issues for their employees through setting strategies for following unsubstantial to the consumer specifications and their need. This will ensure stability in the economic factor.	This is achieved by the employees by working focused on organizational goals. To ensure this is by reward them well and giving off during the work period.
Demographic	Demographic forces are the force which affects the different movement and different location of the employees. This is like migration due to some issues, therefore, affecting the individual due to the new environment.	This affects the Restaurant Brand by choosing the best place to be located. This need to consider overall business principles which will favour the operation of the restaurant.
Cultural	This is the beliefs and norms of the peoples surrounding the business. Like in New Zealand people they want to have integrity in their culture to maintain business operation favourably.	Restaurant Brand should ensure all operation including premises is in accordance with New Zealand culture. The product must favour positively the norms of the customers and the result will be positive on profit.
Political	These are government laws, peace, and harmony of the country and agencies. This all influence negatively or positively the decision making.	If Restaurant Brand follows closely the law of the government like paying business permit it will run smoothly.
Legal	The responsibility of the business to do what is right, at the right time without breaking government principles.	The business should manifest well in government produces and ensure legal business activities are undertaken.
Technological	These are a factor which will affect the innovation and scientific ideas and operation of the business. Involves the use of modern machines and updated knowledge.	Restaurant Brand has a high level of revenue due to the use of modern technology in marketing strategies and decision making using current data.
Competitive	This is the existence of similar business offering the same products like yours and is very strong in the market.	Restaurant Brand needs moderation in dealing with competition in the food industry. Using better strategic decision over your competitor you will him/her.

Table 6 Analysing external macro environmental factors (SWOT Analysis, 2017)

The management of Restaurant Brands has strong strategies which enables them to successes in the market despite the challenges faced. Under this success the critical factors of Restaurant Brand, has improvement on the organizational strategies like offering better products with better prices have maintained the sustainability of the restaurant in New Zealand (Pan, Chen & Zhan, 2018). This has a positive influence on Restaurant Brand. Restaurant Brand ensures total utilization on market possessions and find all ways to overcome challenges faced from the surrounding environment (Pan, Chen & Zhan, 2018).The following are critical factors for success of the organizations:

1. Improving awareness of the brand between the populations in general.
2. Demonstrating the profit through few changes within like modulation and integration of the systems.
3. Very important is to have a reasonable analysis of the changes done and the business presentation in general.
4. Monitoring and administration of the market segment should be done regularly.

SWOT study is very important when identifying key items in the organization.

This analysis is important in understanding the business strength and weakness, and evaluating both the opportunities to the business which are open and the threat you are going to face (SWOT Analysis, 2017). This SWOT Analysis is related to the Restaurant Brand as the analysis shows. 

Strength

Innovative and high-quality products are required to improve the organization stands out. Restaurant Brand produces a product of different brand so as have general strength in the market. Having regular and strong suppliers of raw material is important because will make the sure constant supply of the product in the market(Stead & Hastings, 2018).

Opportunities

This is done by identifying the loopholes in the organization. After getting them they are supposed to be utilized fully, for example, Restaurant Brand have utilized opportunities in the food and service industry by having multiple brands located in different locations(Stead & Hastings, 2018).

Weakness

In the business sector, there is a lot of competition therefore weak ideas they can penetrate through. Restaurant Brand should ensure all weakness in the market they have an immediate correction like using unrelevant marketing strategies(Stead & Hastings, 2018).

Threat  

This is an unfavourable condition which the organization can receive from competitors in the same marketplace. Not only competitors also the government can produce threat, like tough laws which the business cannot withstand. Restaurant Brand in New Zealand government should be aware of those policies(Stead & Hastings, 2018). 

1. Stiff competition. Restaurant Industry in New Zealand is not favorable to weak business in the same industry.
2. Customers are not aware of weak products. Service and food industry also are involved in producing a product which they cannot meet health standards.
3. Product to be delivered home not frequently.
4. Promotional strategies are not more in the marketplace.

Strategic Decisions	Competencies Distinctiveness	Competitive benefits
Penetration in the Marketplace	-The brand image is worthy -The relation between the customer and the seller is good	–  customer recognition –  profit and sale are high
Development of the product	Market targeted is widespread	High profit gained
Development of the market	Increasing targeted market and the wider region	High competition
Push	High sale volume	Market position is high Competition of high
Pull	Product awareness	High sale
Focus	Sales are more	Variation in pricing

Table 12 Distinctive Competencies Evaluation (Marketing MIX, 2015)

The Restaurant Brand has come a place of grading strategic decisions. This is very important since helps the organisation to get good feedback on where to improve or retain in the future decision.  The grading is inform ranges of 1 -10.

Strategic Decision	Grading
Market Targeted
1 Marketplace penetration	1
2 Development of the product	2
3 Development of the market	2
Demand
Two Pull	3
One Push	2
Three Both	3
Delivery
One Intensive	3
Two Selective	4

Table 13 Grading strategic decision development (Marketing MIX, 2015)

This table only show the rating growth of the of the product and the opportunities it fits in the market. 

Strategy	Rating on goals	Rating on capabilities	Rating on opportunities fit
Growth of the product	8	6	7
Pull and Push	7	5	8
Exclusive	7	7	8

Table 14 Strategies on marketing position (Marketing MIX, 2015)

This Table analyses the risk, returns and feasibility in the market comparing to the Restaurant Brand. All this are rated accordingly as shown in the table down.

Strategy	Risk	Returns	Feasibility on achieving market goals.
Targeting market (product growth)	Product war on price	Moderate-high	Moderate
Demand strategy (pull plus push)	Feasible incorrect performance when not asked about demand and market setting	High	Moderate
Product Distribution	Selecting single product to be sold	High	Moderate
Price strategies	great instructions plus indirect opponents	High	High moderate

Table 15 Return plus Risk (Marketing MIX, 2015)

According to the strategy of promotion mix 4Ps, techniques supposed to be maintained for brands to function well. Restaurant Brand uses all their selected promotional strategies selected according to 4ps. According to the Kotler & Armstrong (2018), the following are more detailed 4P’s based on the Restaurant Brand.

Price. This is the strategy the Restaurant Brand used to attract more customers in the marketplace. The Menu of the Restaurant Brand is accompanied by the prices of goods and services, also describes the discount of each if is allowed. Restaurant Brands uses price as one of the strategy to win the market.

Place. This describes the new products available in the business. Channel and distribution means between the business and customer are analysed. In the Restaurant Brand customers are served directly by the waiters meaning middle man is eliminated in the process. This direct conduct with customer improve the future service the feedback is provided immediately.

Promotion. Restaurants Brand uses several means in advertising its product. Restaurant brands uses social media, website platform and promotional event in the market. This improves the sales volume of the business.

Product. Restaurant Brands has several products which they name them as brands. The product from this business is superior in the market since it has different taste and preference to the customers. Without the product nowhere to Restaurant Brand in New Zealand, therefor, is important for the Restaurant Brand to have product in the market.   

This sale forecast was benchmarked using competitors report. The Restaurant brand is focusing to achieve it sales through benchmarking from different restaurant in the same industry.

After analyses of the existing strategies and already implemented the Restaurant Brand is amongst the Restaurants in the New Zealand. But for Restaurant Brand to maintain its competitive advantage it needs to revise again the strategies and implement the fresh or improve the existing one. According to the new target customers the following measures should be put in place so as to maintain organisation image for the future.

Target Market Strategy:  Introducing other more brands in the restaurant which are more health	Measures Satisfaction of the customer will increase due to the improved quality product.
Demand New suppliers and improved one engaged to meet market demand	Pull then push is required due to more customers.
Distribution. New permissions business are required to expand and improve the product quality	Customers are more with the high cost
Pricing. Price of certain should be cut down for some product to increase sales volume	Profit vs. cost vs. sale volume

Performance evaluation (Marketing MIX, 2015)

Conclusion and Recommendations

In summary, for coming up with strong and reliable marketing strategies for an organization you need to do an analysis on different areas. For example, the mission and vision of the organization, types of products, market share and analyse all this using SWOT analyses and market mix strategies.

The market mix tool has helped the Restaurant Brand to achieve a lot in the market. The product, place and promotional activities have carried out effectively in the market place. The enables the Restaurant Brand to win more customers and maintain the existing one happy. The SWOT Analysis has played big role in the market. Has help the management to identify the strength and weakness so more the opportunists in the market.

Restaurant Brand has improved because of the use proper marketing strategies which resulted in an increase in revenue. Also the organization it has the focused strategy to achieve in the market after all this analysis. Using the website, online booking and ordering and social media are good strategies for marketing if the organization employees modern technology.

The Recommendation from this report is that for every successful business to penetrate well strong in the market place, needs total research on the environment and set objectives and strategies which will help the management to achieve them effectively. This is the best report have done research on Restaurant Brand. 

References 

Alhelalat, Ma’moun & Twaissi. (2017). The impact of personal and functional aspects of restaurant employee service behaviour on customer satisfaction. 

Axelsson, Malmberg & Zhang. (2017). On waiting, work-time and imagined futures. 

Current Market Performnace. (2017). Current Market Performnace .

Datta, Ailawadi & van Heerde. (2017). How well does consumer-based brand equity align with sales-based brand equity and marketing-mix response. 

Demir, A. (2017). Importance of Data Analysis on Achieving the Organizational Goals during the Short Term Strategic Plan. 

Gao et al. (2018). (2018). Identifying competitors through comparative relation mining of online reviews in the restaurant industry. 

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