Table of Contents
MARKET TARGETING & POSITIONING
This report aims to identify various factors for success in the quality take-away food market. This will be accomplished by comparing two food service companies with a similar strategy – Crust Gourmet Pizza Bars and Real Burger World (RBW) - ended up with remarkably different results from the following aspects; marketing strategy, the environment, consumer behavior and target market and positioning.
The foundation of both Crust and RBW was animated by a similar desire to provide a gourmet or higher quality take away food in the competitive fast food industry. Though, they came up with slightly different plans and implementations.
| |Crust Gourmet Pizza |Real Burger World | |People |• Founder : previous experience as a manager of |• One of the founders : successful experience in | | |a Pizza Restaurant |starting up a business | | |• Training and management support for their |• General manager replaced because of his lack of| | |franchises |experience in the industry | |Process |• Long |• Long | | |• Preparation in view of the customers |• 'guest' burger, customer invited to suggest a | | | |menu item | |Physical Evidence |Dynamic, fashionable and modern : upmarket look |Typical burger shop | | |for upmarket target | | |Product |• High quality and fresh |• Real, natural and wholesome ingredients | | |• Broad choice from traditional to original |• Choice more or less diversified | | |taste ('Asian touch') |• Dynamic menu with gourmet burgers, handmade | | |• Product on demand |fries | |Price |Restaurant prices, more expensive than the |Slightly above competitive brands (1£ more than | | |competitors |the existing competitors) | |Place |Shop, Internet Website, Phone |Shop | |Promotion |• Heart Foundation Tick of approval & medias |• TV Show "Risking it all" in 2episodes, | | |• radio, local papers, letterbox drops, |• Brochure handouts in the street | | |sponsorships |• Protest in front of their competitor store | | |• Website |...
References: Kotler P, Adam, S, Denize S, & Armstrong, G., 2009,. Principles of Marketing, 4th ed, Pearson Education. Australia, Frenchs Forest, NSW
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