Red Rooster Essay
The Red Rooster store was found by Kailis family in 1972 at Perth. It now become a brand and it has 366 stores across Australia and over 7500 staffs. It considers itself as healthy option in quick service restaurant. This study aims to make a strategic marketing plan for red rooster in the next 5 years using the analysis methods such as environment analysis, target market analysis and strategy formulation.
The mission statement of red rooster is defined as:
“Red Rooster is a leading Australian-owned quick service restaurant, committed to providing innovative products that are consumer and lifestyle focused. We aim to exceed our customer expectations on quality, value, service and hygiene.” (Jason B, 2011)
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What’s more, the services like customer service, chair, music, temperature and waiting time are all factors to add the products’ service value. And at last, when Red Roaster improves its value in products, service, intangible assets, it also should try to reduce the cost to get higher value.
To complete this value creation, first job is do the good market research, use questionnaire, secondary data analysis and observation to identify the market. First step is collect more information. Then we need to analyze them and find out what kinds of people like purchasing in Red Roaster, what flavor and taste more customers wish to and what locations should better to serve people. It’s also need the technological support to improve the efficiency. What’s more, the customer groups analysis is necessary to find out what we can do to extend new customers.
4. Internal and SWOT analysis
The internal analysis focuses on four parts which are strengths, weaknesses, opportunities and threats for the red rooster.
The information above are provided from (Susan a etc, 2004) and the comparison between red rooster and its competitors.
Part 2: Target Market Analysis and Primary Marketing Research
1. Target Market opportunity analysis profile description
The demographic analysis in Australia:
Based on the report of population by age and sex, regions of Australia 2011 (ABS, 2012), it is