Marketing Mix
Table of Contents
I. INTRODUCTION 3
II. MARKET STRATEGY 4
A. Product 5
B. Price 5
C. Place 5
D. Process 5
E. People 6
F. Physical evidence 6
G. Promotion 6
III. ENVIRONMENT 7
A. Macroenviroment 7
B. Microenvironment 8
IV. CONSUMER BEHAVIOUR 9
V. MARKET TARGETING & POSITIONING 10
A. Segmentation 10
B. Target market 12
C. Market positioning 12
VI. CONCLUSION 13
VII. References 14
INTRODUCTION
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.
MARKET STRATEGY
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 |
|
I. INTRODUCTION 3
II. MARKET STRATEGY 4
A. Product 5
B. Price 5
C. Place 5
D. Process 5
E. People 6
F. Physical evidence 6
G. Promotion 6
III. ENVIRONMENT 7
A. Macroenviroment 7
B. Microenvironment 8
IV. CONSUMER BEHAVIOUR 9
V. MARKET TARGETING & POSITIONING 10
A. Segmentation 10
B. Target market 12
C. Market positioning 12
VI. CONCLUSION 13
VII. References 14
INTRODUCTION
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.
MARKET STRATEGY
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 |
|
References: Kotler P, Adam, S, Denize S, & Armstrong, G., 2009,. Principles of Marketing, 4th ed, Pearson Education. Australia, Frenchs Forest, NSW -----------------------