This paper presents a brief situation analysis of Grill’d company, a chain of grilled burgers in Australia, addressing major components such as market, product, distribution and competitive situations. This paper also identifies main two issues why the company requires to create a strategic marketing plan…
The paper presents a brief situation analysis of Grill’d comprising major components to it; market analysis, product analysis, competition, distribution analysis and SWOT analysis etc. This paper highlighted that Grill’d, though started as a small upstart in 2004, has now emerged to be a big company operating through 51 own and franchised businesses and delivering quality and fresh burgers across major towns of Australia.
Local marketing has been a significant marketing strategy, whereas franchising and Airstream by which it sends its van with burgers to various programs and events are other significant distribution strategies. As far as competition is concerned, the company faces quite fierce competition from local as well as multinationals such as McDonald and Burger King. It has more opportunities since it can always ensure its presence whenever there are events or festivals.
To develop a comprehensive marketing plan about the product or service being marketed usually requires formative research that can flesh out details of strengths and opportunities the firm experiences. With a situation analysis, the firm can look inward to understand its strengths and weaknesses and look outward to see what its opportunities and threats are.
Grill’d is a chain of burger bars designing, making and selling fresh, healthy and quality beef, chicken breast and lamb burgers. When the first Gril’d restaurant was opened in Melbourne in March 2004, it has truly caused people to think of ‘quality meal-sized burgers’ to be available in parts of Australia and the dream became reality that the company opened as many as more than 45 branches in several regions of Australia such as Brisbane, Coolangatta, Sydney, Newscattle etc. (Franchise Business, 2012) The company operates through its won as well as franchised stores with a view to meet an on going and ever increasing demand for quality hamburgers made with fresh and fine ingredients of chicken and beef. As far the basic marketing concept is concerned, it should start with potential customer needs, but not with production process (Perreault, Cannon and McCarthy, p. 6). A successful marketer is one who anticipates needs and determines what specific goods or services to be offered to target the customers. Grill’d is another example for how successfully a marketer can anticipate needs and thus seize marketing opportunities. It has been a major reason why Grill’d is Australia’s one of the fastest growing hamburger retail networks (dcstrategy.com, 2012). It not only anticipated the customer needs for burgers, but also the latent customers’ seeking of quality, fresh and fine ingredients for food or related items available in the market. The Market Situation As noted by the 2007 CEO of Grill’d, Simon Crowe, the company mainly appeals to a wide spectrum of customers, being the primary targeted market as people between the ages of 21 and 28. Quite specifically, this generation highly particular about fast food and are becoming greatly familiar with fast food concept, but are health conscious too. Grill’d is targeting this generation since they want food that is adult-oriented with a concept of ‘fun-food designs’ and they expect it from reliable brand (The Australian, 2007). A target market comprises of set of buyers who share common needs, characteristics or features that the marketer decides to serve them (Armstrong and Kotler, 2005, p. 199). Buyers have unique needs and wants that the company target them with certain product or service ...
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