Rashays Australia SWOT Analysis

This report analyzes Rashays Australia, a casual dining restaurant chain, using a SWOT analysis to identify strengths, weaknesses, opportunities, and threats. It then provides recommendations for new product development, technology enhancement, and marketing strategies, including a segmentation analysis of the target market.

Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
SECTION 1 ................................................................................................................................3
Back ground of the company......................................................................................................3
Introduction to task, definition, purpose and value of SWOT analysis for organisation............3
Introduction to company, its relevant history, current market and product lines.......................4
SECTION 2.................................................................................................................................5
SWOT analysis ..........................................................................................................................5
SECTION 3 ................................................................................................................................7
Recommendation.........................................................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is the activity, set of institution, and process for creating, communicating,
delivering and exchanging offerings that create value for customers, clients, partners and society
at large (MACQUILLIN, 2016). It includes identification of product, determining demand, its
pricing strategy, selecting and distribution channel and also includes developing and
implementing a promotional strategy. In this report organisation chosen is Rashays Australia, is
an Australian restaurant franchise causal dining restaurant chain established in Australia. They
develop and promote internally, experiencing individual with a high level of business acumen
who are willing to present fresh ideas with their unique culture. Herein, respective organisation
have selected a new product in their offerings that is Hershays Australia which is famous for its
outclass food. This report is going to analyses its current market, product lines and its internal
and external marketing environment of its business operation and activities. Moreover,
identifying company target market based on segmentation base and adopting devise strategies
that is relevant for marketing mix variable for product or services.
SECTION 1
Back ground of the company
Rashays Australia, is an Australian restaurant franchise causal dining restaurant chain
established in Australia. It currently have 25 location feeding over 45,000 customers per week
and have grow with the concept love and unique offerings (Sargeant, 2012) They are serving up
great food in a relaxed dining atmosphere so that its customers can attain its better quality,
affordability and enjoy their meals respectively. Moreover, as their business grow they develop
and promote internally as well as seek experienced individuals with high level of business
acumen who are willing to present fresh idea as they are focus on unique culture.
Introduction to task, definition, purpose and value of SWOT analysis for organisation
Rashays Australia is an Australian Causal dining restaurant chain operating more than 25
location and feeding over 45000 customers per week. Additionally, they have selected a new
product that is Hershays Australia in their offerings to its potential customer which is know for
its outclass food. Herein , the task of an organisation is to identify its target market base with
proper segmentation, analysing its marketing environment (both external and internal

environment). Furthermore, adopting devise strategies that is relevant for marketing mix
variables for new product or services.
Definition of SWOT Analysis: SWOT analysis is a framework that is used by an
organisation to evaluate its competitive position by identifying its strength, weakness,
opportunities and threats (Patterson, 2015). In this tool both internal and external components are
consider as both have potential impact on organisation growth in competitive market place.
Purpose and value of SWOT analysis: The purpose of SWOT analysis is to assertively
identify factors that influence functioning of an organisation and providing useful information in
strategic planning process. Herein, with the adoption of SWOT analysis Rashays Australian can
elucidate their short and long term ranges in a better ways. Moreover, it also help in identifying
new marketing plans that turn into helpful apparatus for arranging and focusing on investment in
adoption of new product in offering to its potential customers. Additionally, Swot analysis
creates value for an organisation as it allows to evaluate their business and operating activity
from all angles. Such as internal strength and weakness as well as external opportunities and
threats in competitive market place.
Introduction to company, its relevant history, current market and product lines
Rashays has been Australia's based family owned and operated dinning organisation,
which was firstly open in Liverpool, NSW. Rami and Shannon both are the owner of this dinning
organisation (Lovelock, 2017). Rashays have approx 25 restaurant outlets through entire Sydney,
Central coast and they recently opened their new outlet in Brisbane. When talking over
company's history, Owner's Rami and Shannon had opened first ever outlet in city Liverpool
located in New South Wales. This leading dinning outlet served meals in a restaurant, which they
basically calls the “Home”. They are currently engaged in providing food products such as Pizza,
Pasta, Chicken, Steak, Dessert and breakfast. The current target market is customer's of every
age group, mostly above 20 plus age group. The product line of Rashays are comprises of their
fully fledged menu, which includes 102 food products to be served to their customer. Along with
this, every restaurant of Rashays have capacity to host group bookings, with selected restaurants
offering private function rooms, with no booking fee to be paid. At one time, they generally do
booking for minimum of 10 people. As per their customer's point of view, Rashays services are
improving day by day with optimized quality.

SECTION 2
SWOT analysis
Apart from discussion over introduction to company and its current market, report will identify
some major strength, weaknesses, opportunities as well as threats for Rashays. In the previous
section, brief overview of SWOT has been given, which is general talking over this analysis. In
this section, strength, weaknesses, opportunities and threats will be explained with detailed
analysis (De Mooij, 2018). Also, after the analysis of SWOT, valuable recommendation will be
made. The SWOT analysis for Rashays is as follows:
Strength Weaknesses
Renowed brand for dinning facility to their
customer's. Fluent customer service with tasty
food items. Products for both premium and
affordable segment with discount to enhance
sales of their food products.
Limited food products are the major weakness
of Rashays. Also, increasing rivalries such as
Hershey's has increased cut-throat competition
for this dinning outlets. Also, going scenario
of online food order will be threat for Rashays
in the future.
Opportunities Threat
Adding Cafe business to current portfolio will
be a major opportunity for Rashays. Also, they
should add more products such as coffee with
different category to their menu portfolio.
Moreover, the major opportunity for Rashays
is increased scenario of technology into their
operation to enhance new product development
and improving service at an optimized level.
Increased competition rivalries such as KFC
will be threat for Rashays, because this
immense business deals in every kind of food
products, from dinning to fast food business. In
addition, Rashays deals in limited food
category. Hence, after analysing their business,
it was noticed that limited food category will
be threat for Rashays.
Internal analysis:
Strength: This detailed analysis will explained about the strengths of Rashays along with
suitable opportunities for future business productivity and profitability. Given tabulation reveals
that Rashays is on of the iconic brand with full-utilized services. The reason behind being
“Iconic” is their fluent customer's service with right intention and motive by their employee of

this renowned dinning brand. Fluent service means they continuously asking their customer for
add-on food during dinning with good behaviour and acknowledgement, till moment when
customer leaves the restaurant. This has led Rashays won several renowned awards. Along with
this, there major strength is that they are targeting both premium and affordability segment with
their unique marketing activities. This is most courageous for companies, when they target two
group of customer at one time. Rashays operations are comprises of complete focus on customer
service all-together with technology movement to make it more utilized. It is suggested that they
should keep their focus on maximum customer service with high quality of food products.
Weaknesses: Customer service will not be suitable, until unless there should not be
available food products. Rashays have limited food products, which only comprises of dinning
items. In comparison to this, its competition rivalries such as KFC has offers both dinning as
well as fast food products to their customer's at right centric cost. Adding fast food to portfolio
would be major opportunity for Rashays, because they have menu for their customer's. In many
countries, where online food order has increased convenience of the customer to eat food at
comfort place. Rivalries such as KFC, Hershey's are also selling their food products through
online portal, which could be major weakness for Rashays, as they are currently out of online
food reach. They considered Rashays outlet as customer home, as a result, this has tackle the
online food scenario.
External analysis:
Opportunity: In this current scenario, cafes are leading with different product offerings.
Also, customer's are increasingly flowing towards Cafes. It was noticed that may restaurants has
added Cafe section separately and they are doing well with both productivity and profitability.
Hence, this could be an opportunity for Rashays to introduce new product or product line for
future growth of their business. As, it was mentioned in the weakness that Rashays have limited
food products and there are using old technology to continue their business. The opportunity here
is that Rashays should engage new product development, introducing new product along with
technology engagement into their business. New product such as coffee products, along with
desserts and looking for Fast food will be an opportunity for Rashays. In simple words, product
development will be a chance for Rashays to grow their business at the higher and optimized
level.

Threat: Increased rivalries is the major threat for Rashays in operating their business for
the longer period of time. Rivalries such as KFC and Hershays are required to counter by
Rashays to empower their business productivity as well as profitability. Also, dealing in limited
food category will be major threat for Rashays, because it will increase chance for other
company to provide substitutes of the Rashays food products at the larger extent.
SECTION 3
Recommendation
From the above SWOT analysis, there are several recommendation, which Rashays must
seen as an opportunity to grow their business into most productive and profitability manner. The
major suggestion or recommendations are as follows:
New product development: Due to limited menu portfolio, Rashays business has effected
at the minor rate, as they need to add more product to their dinning portfolio such as Coffee
products with chocolate garlic, which is very popular among entire globe. As some customer's,
prefers coffee while having their dinning. In addition to this, Rashays has decided to introduce
new product to add-in their current product portfolio.
Technology enhancement: In the current scenario, business entities are empowered by
maximum technology enhancement, which has resulted into their optimized product quality
along with effective customer services. Results from maximum technology enhancement is the
feedbacks & opinions from the customer's at regular period of time with service developments
and changes which are to be made to convert it for profit generation.
(a) Target market: The target market for Rashays will be customer above the age group of 20
years. For new product development, there will target buyer's till age group of 26 years in their
initial stage to test it for future implementation into the business. For rest menu, target customer
will be same. Diversification could be option, but here it will not be suggestible. Rashays will
segment customer on four segmentation bases such as demographics, geographic, lifestyle and
behaviour. Analysis is as follows:
Demographics: Rashays will target both male and female, along with age group of
people till 25 years of age for their new product fir initial stage to test opportunities for future
business effectiveness. For rest menu, target market would be same. Changing in the current
target market could destroy the business.

Geographic: Rashays will segment customer's who are located in Sydney, Central and
Brisbane. This dinner restaurant needs unique marketing strategies to target customer of different
regions such as Perth, Adelaide etc.
Lifestyle: Rashays will target their customer's with premium and affordable pattern for
two haunting at one time approach to counter their rivalries. For their new product, lifestyle is
majorly connected with coffee and its substitute. Because, in the current scenario, Coffee has
been considered as style statement, irrespective consumer's income and expenditure.
Behavioural: Here, the behavioural means the purchase pattern, which comprises of
weekly, monthly, quarterly etc. It was noticed that people generally prefers coffee on either daily
or weekly duration, while in case of dinning, people prefers dinning two-thrice a month. Hence,
coffee will be new product opportunity for Rashays.
(b) New product: For Rashays, new product will be “Cofficano”, which is made up of mixture
of coffee & milk and chocolate. This new product has been decided on the basis of given SWOT
analysis. The market is potential, as there is less coffee in the streets of Sydney and Brisbane etc.
“Cofficano” has been taken on the basis of mixed culture of Italian-Australia. As, this is one of
the new product, as initial customer involvement would be identified as lower. “Cofficano” will
be sell on skimming strategy of pricing to generate sales into the initial point of time.
(c) Marketing mix: The strategy for this product named “Cofficano” is comprises of four P's of
marketing mix: price, place, product and promotion.
Price: Rashays will use price skimming, which has been taken over to help to maximise
the sales of new developed product to test its actual potential for future application into the
business. The major benefit of this price is that it will allow business to maximise its revenue for
early period of time to attract more price sensitive customer's.
Place: As, Rashays is currently located in Sydney, Central Australia (Darwin) and
Brisbane, along with this, there would be an opportunity to extend business location into the
Queensland, which includes cities such as Perth, Hobart etc.
Product: In the product strategy, Rashays needs to provide good quality with effective
quantity measurement. Basically, this strategy deals with product measurement along with
bringing change in an operation of the Rashays.

Promotion: For this new product, Rashays will use social media, sales promotion etc. to
pin-point their actual & potential customer's. Social media is why because, it has attached to
people's emotion, as they are highly attached with it.

CONCLUSION
From the above report, it is concluded that marketing is an integral part of developing the
business and promoting new products. New product development is pecuniary part of every
business to target more and more customer's with enhancing the brand equity and image. It is
necessary to do SWOT analysis to considered the both internal & external potential of an
organisation to suggest relevant strategies & introduce any new product or services. The
marketing mix is important to take decision making for the success of the products or services.
Target market is important to realize the actual potential customer's for selling to them. Four base
of segmentation such as demographic, geographic, lifestyle and behavioural are significant to
know the each and every constituent of the customer's, which says what they actually want.

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