The paper “ CitySnacks Restaurants’ Market-Oriented Approach, Agenda Points, Barriers in Change to Implement Marketing Programs” is a spectacular version of a case study on marketing. According to this case study, CitySnacks is a retailing division with the Pleasure Food Restaurant Group. CitySnacks is a fast-food chain that operates in many cities in the U. K. It is based in Manchester and has been thoroughly successful throughout. Rapid growth and expansion have been seen in the operations and property of the business in the past years. A wide and popular range of fast foods is being offered at CitySnacks.
The meals range from breakfast to mid-evening meals. CitySnacks supports all kinds of customers including businessmen, service workers, shoppers, tourists, children’ s parties, and families. CitySnacks faces huge competition. Many town center dining offers to pull customers away, and the increasingly demanding customers are to be provided with lots to choose from. The growth that CitySnacks has faced along with the future prospects is promising enough. The market sector is expected to grow at 4% over the coming five years, it comprises of a few major competitors and numerous small businesses.
Pleasure Foods operates restaurants at U. K. airports, railway stations, and motorways. Each has a separate operating division, CitySnacks being the most successful one, as it contributes an amazing 60% to the total PLC income. City analysts expect highly from CitySnacks and Pleasure Foods enjoys the reputation of a successful and growing retailer. We are told about the present organizational structure of CitySnacks through the eyes of Tim Cairns, who is the newly appointed marketing director at CitySnacks. Tim has been told that as a chain of 140 restaurants in the U. K, a more professional marketing approach needs to be adopted.
It was understood, though, that in order to retain customers, it was needed to be professional in the increasingly competitive market. According to Bill, the company should have adopted a better marketing approach ages ago. Pleasure Foods PLC has been pressurizing CitySnacks to achieve high targets, including forecast revenues and budgets. It could once be achieved by expanding the chain of restaurants and building more branches, but CitySnacks had now reached the stage where it wouldn’ t help.
The main objective of the PLC and CitySnacks is naturally to attain more profits and increase the revenues. This being a little tough time for CitySnacks, the past few months have provided it with fewer chances of growth. Estate repairs are held, the retail staff is recruited and training cutbacks are held. Still, the revenue keeps falling short for the I. T. department for the development of its EPoS system. The problem with the I. T. department it seems is their inability to come up with projects that will help in the day-to-day operational requirements of CitySnacks. CitySnacks supports good staff, including Julia Harris, who is the research manager.
CitySnacks is showing a decline in revenues as compared to its last year. Two market analysts have left CitySnacks to join McDonald's, and their posts are empty still. Once handled the Saver Card Loyalty Scheme and the other ran the Mystery Customer Market Research Programme. Their posts need to be filled, as the Saver Card Loyalty Scheme database is being presently handled by the Logical Systems.