Buffalo Wild Wings Executive Summary
Summary
Executive summary 2
I. An external analysis of the Restaurant’s market in France: Focused on Casual dinning and Fast-foods 3
A) Environment 3
B) Competition 4
1) Direct competition 4
2) Indirect competition: 6
II. An internal analysis diagnosis of Buffalo Wild Wings: focused on the 4P’s, finance and human resources 8
A) The Buffalo Wild Wings concept 8
B) Product range 8
C) Place 9
D) Promotion 9
E) Price 10
III. SWOT 10
IV. Based on SWOT analysis, what would you recommend to the company in terms of marketing strategy? 10
A) Target 11
B) Positioning 11
V. Actionable recommendations for marketing mix 11
A) Product 11
B) Price 11
C) Distribution 12
D) Promotion/Communication 12
Conclusion 13
References 15
Appendice 1 17
Executive summary
This report was commissioned to examine the French market and its specificities in order to whether or not open a Buffalo Wild Wings restaurant in France.
BWW is a growing company in the United States with increasing total revenue that represents more than $246 million. Its great performance makes the company want to expand its concept abroad. It has already made its first export move …show more content…
They take care of their health. We can see that through their way of life. Indeed, they are used to eating good quality product, made in France. Furthermore, French people are more and more engaged in the sustainable development so the company has to focus their directives toward this trend. In addition, the French government is leading a fight against obesity. BWW would have to adapt their products range (ingredients, sauce) because it is currently selling heavy food. Finally, the company has to deal with local suppliers to get high quality product and to catch people attention. This action would contribute to the preservation of the environment because it will reduce greenhouse gas and also the logistics expenses will
Executive summary 2
I. An external analysis of the Restaurant’s market in France: Focused on Casual dinning and Fast-foods 3
A) Environment 3
B) Competition 4
1) Direct competition 4
2) Indirect competition: 6
II. An internal analysis diagnosis of Buffalo Wild Wings: focused on the 4P’s, finance and human resources 8
A) The Buffalo Wild Wings concept 8
B) Product range 8
C) Place 9
D) Promotion 9
E) Price 10
III. SWOT 10
IV. Based on SWOT analysis, what would you recommend to the company in terms of marketing strategy? 10
A) Target 11
B) Positioning 11
V. Actionable recommendations for marketing mix 11
A) Product 11
B) Price 11
C) Distribution 12
D) Promotion/Communication 12
Conclusion 13
References 15
Appendice 1 17
Executive summary
This report was commissioned to examine the French market and its specificities in order to whether or not open a Buffalo Wild Wings restaurant in France.
BWW is a growing company in the United States with increasing total revenue that represents more than $246 million. Its great performance makes the company want to expand its concept abroad. It has already made its first export move …show more content…
They take care of their health. We can see that through their way of life. Indeed, they are used to eating good quality product, made in France. Furthermore, French people are more and more engaged in the sustainable development so the company has to focus their directives toward this trend. In addition, the French government is leading a fight against obesity. BWW would have to adapt their products range (ingredients, sauce) because it is currently selling heavy food. Finally, the company has to deal with local suppliers to get high quality product and to catch people attention. This action would contribute to the preservation of the environment because it will reduce greenhouse gas and also the logistics expenses will