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Essay example - Situation analysis of Grill`d
Pages 9 (2259 words)
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…
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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. ...
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