How to Do Case Study

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  • Topic: Brinker International, Chili's, Restaurant
  • Pages : 13 (3789 words )
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  • Published : March 16, 2013
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TO: Professor Simon

FROM: Team 10
* Groendal, Amanda
* Lawlor, Elizabeth
* Ly, Antonio
* Nelson, Joshua
* Totah, Chelsea

DATE: November 3, 2011
SUBJECT: Marketing Plan Project 1

COMPANY: Brinker International, Inc. (NYSE: EAT)
PRODUCT: Chili’s Bar and Grill

Table of Contents
1. Current Marketing Situation………………………………………………….............................3 2.1. Market Description……………………………………………………………………........3 2.2. Product Review…………………………………………………………………………….3 2.3. Competitive Review………………………………………………………………………..4 2.4. Distribution Review………………………………………………………………………..5 2. SWOT Analysis………………………………………………………………………………....5 3.5. Strengths…………………………………………………………………………………....5 3.6. Weaknesses………………………………………………………………………………....6 3.7. Opportunities……………………………………………………………………………….6 3.8. Threats……………………………………………………………………………………...7 3. Objectives and Issues…………………………………………………………………………....7 4.9. Objectives………………………………………………………………………………......7 4.10. Issues…………………………………………………………………………………….....7 4. Appendix………………………………………………………………………………………...8 5.11. Exhibit A: A View of Chili’s……………………………………………………………….8 5.12. Exhibit B: Chili’s Multi-Attribute Positioning Map………………………………………..9 5.13. Exhibit C: Chili’s Product Lifecycle……………………………………………………...10 5.14. Exhibit D: Chili’s Herfindahl Index……………………………………………………... 10 5.15. Works Cited………………………………………………………………………………11

1. Current Marketing Situation
1.1 Market Description
Chili’s Grill and Bar (Chili’s), as a subsidiary of Brinker International, Inc. (Brinker), operates within the casual dining industry: primarily full service restaurants offering decent quality food at affordable prices (Industry Profile: Casual Restaurants, 2011). These restaurants are configured to attract a wide array of consumers in middle America though young adults and families are generally the most highly valued groups (Industry Profile: Casual Restaurants, 2011). Chili’s targets the 18-54 year old age group which comprises about fifty percent of the American population (“Brinker International Inc.,” 2011). Chili’s’ target markets: the following is an analysis of the chain’s most salient customer groups within the 18-54 year old age range based on whether the customers had purchased a meal from Chili’s within the last six months of 2010. Compared to the general U.S. adult population: * 18-49 year olds were most likely to have purchased a meal from Chili’s in the last six months of 2010. * College Graduates were 30% more likely to have purchased a meal at Chili’s in the last six months of 2010. * Women between the ages of 18 and 54 were more likely to have purchased a meal at Chili’s in the last six months of 2010 compared to men of the same age group. * Professionals were 44% more likely to have purchased a meal from Chili’s in the last six months of 2010. * Households with aggregate income greater than $150,000 were 43% more likely to have purchased a meal at Chili’s in the last six months of 2010. (MRI + MediaMark, Leisure and Sports 2010)

Chili’s targets a broad audience as part of its business strategy. People view Chili’s as a place they can go any night of the week for an easy, inexpensive meal if cooking is not an option. Families enjoy Chili’s’ friendly environment, kids’ menus and promotional coupons. Parents with younger children are among the groups that are increasingly time poor, so a convenient meal at Chili’s is often attractive. Young professionals visit Chili’s for lunch and happy hour with co-workers when their schedules allow. The atmosphere is fun; the food tastes good and is relatively cheap for those with more disposable income (college graduates/professionals). According to MRI+ data, there appears to be little disparity among the number of ethnic groups that patronize Chili’s which indicates the chain is able to attract a variety of...
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