Crust and Real Burger Case Study
Executive summary
Crust Gourmet Pizza Bars, which sell nutrition pizzas, is a fast-food franchise in Australia. Its fresh concept and clear position have already significantly influenced the pizza industry. Crust provides explicit customer value proposition based on healthy diet and speedy service underlying sustainable competitive advantages that could satisfy consumer requirements.
Through its marketing matrix strategy, it could successfully deliver its concept to consumers in terms of unique products, location selection, community involvement, and tangible as well as intangible assets. Most importantly, the key successful factors of Crust are based not only on its differentiation strategy but also the synergy of its competitive advantages with promotional tactics.
On the other hand, Real burger world was established in UK which builds up the similar concept as Crust. However, due to its weak sustainable competitive advantages, site location error and broad target groups selection, it entered bankruptcy within few years. Importantly, although they develop healthy products that would probably succeed, it failed to deliver its product concept and benefits to consumers who generated massive complains to them while also failing to realise direct competitors that actually launched these products nearby its stores resulting in significantly damaging its brand image or consumer fragmentation.
The marketing strategy and operation management of these two franchises generate some merits and shortcomings. Although Crust has performed well in its sales, there may some issues to consider, such as price setting and new direct competitors. Crust can not only develop various products categories but also deliver to consumers with creative channels in order to grow their sales and perceive benefits. On the other hand, companies could also learn from RBW which develops strong brand logo and promotes their products through creative and interesting ways that catch much
Crust Gourmet Pizza Bars, which sell nutrition pizzas, is a fast-food franchise in Australia. Its fresh concept and clear position have already significantly influenced the pizza industry. Crust provides explicit customer value proposition based on healthy diet and speedy service underlying sustainable competitive advantages that could satisfy consumer requirements.
Through its marketing matrix strategy, it could successfully deliver its concept to consumers in terms of unique products, location selection, community involvement, and tangible as well as intangible assets. Most importantly, the key successful factors of Crust are based not only on its differentiation strategy but also the synergy of its competitive advantages with promotional tactics.
On the other hand, Real burger world was established in UK which builds up the similar concept as Crust. However, due to its weak sustainable competitive advantages, site location error and broad target groups selection, it entered bankruptcy within few years. Importantly, although they develop healthy products that would probably succeed, it failed to deliver its product concept and benefits to consumers who generated massive complains to them while also failing to realise direct competitors that actually launched these products nearby its stores resulting in significantly damaging its brand image or consumer fragmentation.
The marketing strategy and operation management of these two franchises generate some merits and shortcomings. Although Crust has performed well in its sales, there may some issues to consider, such as price setting and new direct competitors. Crust can not only develop various products categories but also deliver to consumers with creative channels in order to grow their sales and perceive benefits. On the other hand, companies could also learn from RBW which develops strong brand logo and promotes their products through creative and interesting ways that catch much