Analysis of Macro and Micro Environment Marketing Strategies of Red Rooster

Running head: MANAGEMENT
Management
Name of the Student
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Table of Contents
Introduction................................................................................................................................2
Company Background................................................................................................................2
New Product Development........................................................................................................3
Problems Statement....................................................................................................................4
External market environment analysis.......................................................................................4
Cultural Factors......................................................................................................................4
Economic Factors...................................................................................................................5
Natural Factors.......................................................................................................................6
Technological forces..............................................................................................................6
Political factors.......................................................................................................................7
Other impacting factors..........................................................................................................8
Internal market environment analysis........................................................................................9
SWOT....................................................................................................................................9
Internal Factors...................................................................................................................9
External Factors...............................................................................................................10
Recommendation......................................................................................................................11
Implementation plan.................................................................................................................11

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Topic -Analysis of macro and micro environment marketing strategies of Red Rooster-
A fast food chain company Australia
Introduction
This research plan is based on the analysis of existing external and internal environment
strategies of a fast food chain organization called Red Rooster located in Australia. The
purpose of the plan is to analyse the issues appeared in the applied strategies and develop a
suitable solution to address the issue properly alongside considering organization’s
productivity. This research report gives an overview of the current situation marketing of the
company and relate the issues associated with it. On the basis of the identified issues, analysis
of strategies have been performed, which further helps to develop the plan accordingly.
Company Background
Red Rooster started its journey in 1972 pioneering the roast chicken takeaway and the
tradition persistently took new forms and continues to take its much loved roast chicken to
even more generations of Aussies as a leader in a roast chicken delivery. Wellard-Cole et al.
(2018) mentioned that in 2009, Red Rooster started a marketing campaign widely known as
“They don’t get it in America” featuring comedian Tom Gleeson in United State.
Consequently, this campaign earned a great public attention and further reflected on its
revenue reaching $230 at the end of 2009. However, undecidedly, the fast food giants KFC
and Domino’s were not supposed to lag behind as their burgeoning list of chicken items
never cease to impress Aussies. Sticking to roast chicken items increases the risks of
saturation, invention is the only way to beat the rivals in the market.
Nonetheless, Red Rooster chose to go with the option of expansion in the domestic
markets with the existing chicken items. Red Rooster developed 360 stores across Australia
even with the unprecedented idea of targeting Airports in Australia. Presently, Red Rooster is

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turning over $480 million in revenue and it is on its way to hit $500 million in the coming
financial year. However, the lack of focus on product and service invent gives ways to rivals
to dominate the market. KFC and Domino’s have influenced customers’ tastes and
preferences leveraging technology advances; thereby, the loophole in the market seems to be
blur
New Product Development
The new product that is going to be developed for the Australian market are Crispy Butter
Fried Chicken Livers with cheesy and spicy chicken Portuguese rolls. There are several
opportunities of customising the dish. The customers on personal taste might add jalapenos,
roasted shrimp shreds or grilled onion and caramel salad also in order to suit their appetite.
One of the significant benefits of this food is that the dish is highly rich in protein and
because of that it is suitable as a square meal or as snacks also. Factors like the options of
customising or the opportunity to prepare the food in a short while ensures its
competitiveness with the other established fast food brands in Australia like KFC, Burger
King or Hungry Jack’s. Most of the signature fast food products of then these brands do not
allow the customer. Red Rooster is going to make the price of the dish competitive so that the
product generates added value for the customers (Dunford et al. 2017). Again, since most of
the restaurants are having signature dishes with a chicken base only, Red Rooster is going to
have an added advantage as they are using chicken liver as the basic item for the food
product. This will give the customers an innovative taste. In future, the company is planning
to reduce their prices by 10 to 12% and as an outcome the prices of the signature dishes of
Red Rooster would be the lowest among the food products of all the major fast food chains of
the country. With this projected target the company is going to introduce their product in the
market. This will help the company to make the product favourable among the selected
audience.