The paper "Strategic Market Management And Global Perspectives" is a wonderful example of a Marketing Case Study. The report is prepared to advise the Marketing Manager in Nando’ s on how to measure brand performance. It will provide suggestions on how to deal with different measures of brand performance of the company and how the results have been interpreted. The first part is about brand performance that involves the analysis of table 1, the strategy that the marketing manager of Nando’ s should use to double its market share, and analysis of table 2.
According to table 1, Nando has the smallest market share in the industry compared to all the other brands and McDonald's is the largest. The report also suggests that the company should utilize marketing strategies that increase penetration rate instead of loyalty. It is the best way to increase its market share in the fast-food industry. Table 2 shows that McDonalds and KFC are the main competitors of Nando’ s. The Duplication Purchase law has also been defined and its importance on marketing strategies highlighted. The second part analyses the awareness and salience of brands.
The essay compares the importance of brand attitude and brand salience. Table 3 is evaluated on how the different companies have varying different salience. Moreover, the relationship between brand salience and the marketing policies that the company should use are highlighted. Brand salience can be enhanced by using a wide variety of cues like the ones given for Nando’ s. Finally, the last section concludes by evaluating the segmentation of the players in the fast-food industry. Nando’ s customer profile is similar to the one for the competitors according to the tables.
Therefore, it should use marketing strategies that the competitors are using to reach more customers. The brand performance of a company can be measured by getting its category-buying rate, penetration into the market, the proportion of market share, average purchase frequency of buyers, and sole loyalty. Table 1 shows the results of five brands in the fast-food industry after measuring their brand performance. According to the table, McDonald's is the leading brand in the industry. All the performance measures of this brand except Category Buying Rate are higher than those of the other companies.
It has a penetration of 75, an average purchase frequency of 2.4, the category buying rate of 5.4, the share of category requirements of 43, the sole loyalty of 24 and a market share of 38%. It is evident from the table that Hungry Jacks and Subways have stiff competition between them. All the brand performance measures the results of the two companies are almost the same. KFC is also competing with Subways and Hungry Jacks as shown by its results of the performance measures.
There is a pattern that the brand with high sole loyalty, penetration rate, and share of category requirements has a large market share. For instance, McDonald's has the highest values of those measures and thus the largest market share in the industry. Nevertheless, there is a difference in the pattern because MacDonald’ s has the lowest category-buying rate yet has the biggest market share. Nando’ s has the smallest market share due to its low penetration rate, zero sole loyalty and the lowest share of category requirements among the players in the industry.
Its penetration rate is below the average rate for the industry, the same with the average purchase frequency, sole loyalty and the Share of Category Requirements (SCR). However, its pattern shows a deviation where Nando’ s has the highest category-buying rate compared to all the other enterprises.
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