Situation Analysis and Marketing Objectives of Green Pizza Restaurant in Riyadh - Case Study Example

Executive Summary Green Pizza is a restaurant in Riyadh which is offering Pizza and has been successful in it. This has helped them look for opportunities to grow and ensure that they are able to deliver quality food to its customer as service and quality is a very important aspect in the restaurant industry. The report presents the 4P’s of marketing which helps to highlights the area Green Pizza restaurant has worked upon and the areas that have acted as their success factors. This helps to find the internal analysis. The external analysis highlights the opportunities the restaurant industry provides to Green Pizza restaurant. The report also has the marketing implementation and schedule to achieve the desired task. The SWOT analysis presents s the different opportunities the restaurant has. Thus, the report helps to find the various opportunities and areas where Green Pizza restaurant needs to work upon to ensure that the services rendered by them helps them to earn customer. Contents Introduction 3 Purpose of the report 3 Internal Environment Analysis 3 External Environment Analysis 5 Competitor Analysis 5 SWOT Analysis 6 Marketing objective 7 Customer Analysis 7 4P’s of Marketing 8 Supply Chain Analysis 10 Implementation and Control 10 Conclusion 11 References 12 Introduction This is the situational analysis for Green Pizza restaurant, which helps to demonstrate the internal analysis including the 4P’s of marketing, the external analysis, SWOT, marketing strategies and implementation plan. This will help to identify the areas where the restaurant can work upon and based on it the marketing strategy for the restaurant can be worked upon. Purpose of the report To identify the internal analysis which will help to look into the marketing strategies adopted by Green Pizza restaurant To identify the effects of external environment on the working of Green Pizza restaurant To identify the marketing strategies and implementation plan describing the schedule To arrive at a SWOT analysis highlighting areas which will help the restaurant to grow their business Internal Environment Analysis The internal environment analysis helps to identify the internal strengths and areas where the restaurant is working upon. Working upon those areas will help to ensure better delivery of services and satisfaction of customer desires. Background of Green Pizza Green Pizza Restaurant is Located in Suly, Eastern Riyadh. The surround areas have shops and eating centres. Green Pizza has an advantage because of the variety in the pizza makes it a favourable destination among many. Mission Statement Green Pizza mission is to provide delicious cuisine food to the customers. They are working towards ensuring quality food and services. Growth Strategy Green Pizza restaurant has devised a growth strategy where they try to attract new customers at the same time retain the old ones by providing various schemes and incentives to the regular visitor. Past Performance Green Pizza has been performing well through a single establishment where they serve around 170 customers each day. The present performance looks strong and the restaurant is looking towards improving business in the future. Unique Selling Proposition Green Pizza has a unique value proposition for their pizza as they ensure that the pizza light with little oil. At the same time special care has been taken to maintain freshness in the product. External Environment Analysis Analyzing the external factors and its effect on the restaurant industry will help to understand the opportunities the market presents. The PEST analysis for the same has been provided in the following chart (PEST, 2010) Political Economic Government rules supporting development and growth Growth in the oil industry increasing purchasing power Change in government policies Increasing consumer confidence in the market Increase taxation rates Easy rules related to entry and exit in the market Changing future laws   Social Technological Increase in population size Rise in capital expenditure due to changing technology Waiters educated and concerned about the area thy have to serve Rapidly changing research and development growth Concerns about obesity Free Wi-Fi services available Rise of health conscious people Increase maintenance cost The trend analysis thus presents how the external factors will affect Green Pizza Restaurant and other restaurants and companies need to craft strategies to counter those. Competitor Analysis Green Pizza faces competition from many quarters. There are many restaurants that are in similar line of business thereby exerting extra pressure on the brand. Green Pizza faces strong from four restaurants whose customers are people from higher income bracket whereas Green Pizza looks towards all segments of the customers thereby enabling them to cater to a wide market. SWOT Analysis The SWOT analysis of Green Pizza Restaurant will help to identify the areas where the company can work and strengthen itself into a better player. Strengths Satisfies customer needs of hunger which is a basic need Large market and increasing customer base due to population growth Variety of cuisine suiting all customer needs Growth in people orientation towards pizza Weakness Limited shelf life there by making the product become unfit for consumption Brand power require to market the product pushing the cost to rise Opportunities Huge potential in the school going segment as there is an upward trend in people eating outside. (Ferrell, 2002) Opportunity to launch more variety of cuisine to attract different section of customer Threats High distribution cost Increasing competition from restaurant around Marketing objective To increase the image by demonstrating health consciousness through different advertising campaign this highlights the low fat used by them. Improve their brand image and be recognized as the number one provider of fast food which is healthy over a period of 3 -5 years. Customer Analysis This will help to understand the customer wants and requirements. This analysis will help to understand the buyer behaviour, the different segment of customer eyed at, and the customer perspective towards the restaurant. Target Customer The targeted audience for Green Pizza has a mix of different age group and people based on the requirements and taste preference. The targeted audience is all kind of customers from all age groups which can further be divided as follows School & College Goers: Green Pizza targets students and college goes as they as the taste of the younger generation matches with the pizzas offered by Green Pizza thereby helping them to attract the correct customer base. Family: Green Pizza also targets the customer who comes in family thereby helping family union at the restaurant. To ensure it the restaurant has taken care of the environment to be family supportive which ensures that visitors like to come with family. 4P’s of Marketing The 4P’s of marketing helps to understand the marketing strategy that the restaurant industry offers. The analysis of this will help to understand the strategy that will help them to be successful. Product Green Pizza offers a variety in pizzas. This has made its value rise as consumers get variety. Green Pizza restaurant have ensured that customer gets everything. They have taken care of every requirement. The service plays a huge role but in restaurant and Green Pizza by ensuring “the socio-cultural factor which affects the number of people visiting the restaurants” (Justin, 2008) have been able to provide good food and services Price Green Pizza has priced its product in such a manner that it eyes the target audience in and delivers them proper services. This helps the company to earn extra. Green Pizza has also been able to do it. It has been able to generate more than its competitors who is reflected in the margins. This has enabled Green Pizza to get high value. A study conducted also shows that “brands create an halo affect around the product as consumer have a perception that the product is better compared to its competitor in terms of quality, price and usage” (Lance, Katrin & Chiranjeev, 1995) Place The restaurant industry to ensure proper distribution needs to ensure that the product and service is delivered to the customer at the door step. For this in the restaurant industry the customer has to be present at the place. Green Pizza has been able to use the place strategy at its advantage. It has ensured that the sales person deliver the services properly. It is merely for the services rendered by Green Pizza that it has been able to earn a brand image. The restaurant has ensured that they look into the fact that direct marketing Promotion The restaurant industry provides an integrated marketing communication to make the customer aware of the services and ensure that they remain loyal. The restaurant industry offers “advertising on television, radio, billboards, newspaper, hoardings, and public relations, personal selling, direct mail and internet”. (Justin, 2008) Green Pizza has been able to promote its product in such a manner that it has given them widespread recognition. This helped to attach customer to its product. Green Pizza has been promoting it on the basis of “the culture heritage and good service through proper hospitality which has helped them build a market”. They know the customers wants. It has been consistent in those. Thus loyalty has grown and customers prefer it. Supply Chain Analysis Green Pizza looks towards establishing a strong supply chain where the pizzas are available easily and freshness is maintained in the pizza served. Green Pizza for this is looking towards entering into agreement with the suppliers so that the required raw materials can be procured easily. Implementation and Control Green Pizza to ensure that they are able to improve their marketing strategy will look to follow a strategy which helps them to improve their market share in a year time. It needs to evaluate the growth at regular 2 months interval. It needs to compare it with other similar products in the market. This will help to understand the performance. It will also bring about areas which need to be worked on. This will help to build strategy at short time interval. It will facilitate the process. This has been created on the assumption that the economy will revive.   2 Month 2 Month 2 Month 2 Month 2 Month 2 Month Penetration Brand Market Share Thus, we see that working on the above will help Green Pizza to achieve growth as shown above. This has been prepared on the basis of acceptance of the product. The above chart will act as a measure to evaluate the performance on a regular basis so that steps can be taken to make the necessary changes in the marketing plan. This will help Green Pizza to enter the market and gain steady growth among the customers. Conclusion Green Pizza by ensuring the marketing strategies and taking care of the external environment will be able to devise a strategy which will help them improve their marketing strategy and help to improve their future strategy. This will help to build a good reputation and ensure steady growth in performance. References Ferrell, G. (2002). “SWOT Analysis for Pizza Restaurant”. Orland. Dryden Press Justin, A. (2008). “Restaurant Industry”. Service Sector Management. Business Week Lance, K., Katrin, H. & Chiranjeev, S. (1995). “Brand equity: the halo effect”. European Journal of Marketing, 5 (2), pp 23-37 Read More