You are one of the following quick service restaurants (QSR).
Scenario. You the marketing consultant working for This industry is notable for a specific type of restaurant that serves fast food cuisine and has minimal table hat when dining in, you order and pay service. These restaurants are different than ‘full-service’ restaurants in that upfront at the counter and then get a number (or buzzer) and your order comes out to your table whereas meal. when eating at a full-service restaurant, you take a seat, order from your table and pay after your
Note: for this assessment you can select from one of the following companies: Grill’d, The Coffee Club, Guzman y Gomez and Noodle Box]. You are to conduct an industry analysis on the current ‘fast food’ marketplace in Australia as you are looking to launch a brand extension via a new menu item product (see Assessment 4) in the near future into the Australian marketplace. It is critical that you gain a solid understanding of the industry that your company currently operates in to ensure you present a well-informed business strategy for your new menu item product launch (see Assessment 4).
Task: Your PESTELE/SWOT Analysis should address the following: a. Mission/key goals and core customer groups: Identify and provide via evidence of research a solid background on the organisation to highlight the organisation’s core business structure, goals (`vision’) and product history. When discussing the product history be sure to also include a discussion on the core customer groups the organisation currently targets with their existing product offerings. b. PESTELE Analysis: Apply a PESTELE analysis to the QSR/’fast food’ industry your new menu item product is to enter. Statements must be supported by evidence and describe how they might affect the industry (i.e. be critical and not descriptive in your discussion here).
c. Competitive environment: Here you need to outline the competitive environment of the market. It should identify the organisation’s competitors (direct/indirect). What market share the competitors have now and how cluttered, or uncluttered, the marketplace is. [Hint: this section should consider the organisation as a whole and discuss the competitors from a top line perspective]. Assessment 4 will require a more focused analysis of competitors based on the new menu item brand extensionproduct.
d. SWOT Analysis: Include a SWOT analysis and ensure you comment on how you should address the outcomes of the SWOT in your future approach to enter the market. For instance, you might highlight a direct competitor’s weakness, but you then need to indicate how you plan to capitalise on this. e. New .brand extension product line recommendations: Based on your PESTELE/SWOT analysis, plus consideration of the competitive environment above, present and justify 2-3 new product recommendations that will either exploit an opportunity(s) or address a threat(s) in the industry.
