How to Do Case Study

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

Cited: Anonymous. (2011, September). Chain Restaurants in the US. IBIS World Industry Report. Retrieved October 13, 2011, from Factiva Database. "Brinker International Inc. In Consumer Foodservice (USA)." (2011, Aug. 10). Euromonitor International. Retrieved Oct. 20 2011, from Passport GMID Database. “Chili’s Grill & Bar Participates in Create-A-Pepper Campaign for St. Jude.” Food & Beverage Close-Up.  Sept. 2011 Retrieved October 6, 2011, from Factiva Database. First Research. Industry Profile: Casual Restaurants. Retrieved October 12, 2011 from First Research. Ginger, Adams, Otis.  (2009, May 24). “Food Fright - Scary Findings Reveal Why Processed Food Tastes So Good”. New York Post, 27. Retrieved November 1, 2011, from ProQuest Newsstand. Holter, Mike. (2011, Sept. 20). "Chili 's Restaurant Server Minimum Wage Class Action Lawsuit." Legafi. Legafi LLC. Web. 25 October 2011. Hoover 's Online. Brinker International, Inc. Company Report: Company Description. Retrieved October 13, 2011 from Hoover 's Online. Hoover’s Online. Brinker International, Inc. Company Report: Company Overview.  Retrieved October 6, 2011 from Hoover’s Online. Jargon, Julie. Restaurants Test New Ways to Shop. (2011, March). Wall Street Journal (Online). Retrieved October 27, 2011, from ABI/INFORM Global. Lockyer, S. Commodity costs may pressure chains in '10. (2009, November) Nation 's Restaurant News, 43(42), 1, 49.  Retrieved October 27, 2011, from ABI/INFORM Global. Securities and Exchange Commission, (2011). Brinker International, Inc. Form 10k (1-10275). Washington D.C. Slade, Bill. Taylor, Cameron. Hamilton, Casey. Strategic Report for Brinker International. (2009, April) Oasis Consulting.  Trostle, R. Wright, Brown, Middleton, Chancellor, and Cherry. Eating out, Minus guilt. (2011, October). McClatchy - Tribune Business News. Retrieved October 15, 2011, from ABI/INFORM Dateline.