Report on Marketing Expansion Plan for Chili Restaurant

Added on - 21 Apr 2020

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Running head: MARKETING EXPANSION PLAN FOR CHILI’S RESTAURANTMARKETING EXPANSION PLAN FOR CHILI’S RESTAURANTName of the StudentName of the UniversityAuthor Note
1MARKETING EXPANSION PLAN FOR CHILI’S RESTAURANTTable of ContentsExecutive Summary.............................................................................................................2Discussion about the company and the industry related to it..............................................2Analysis of the industry...................................................................................................2Analysis of the company.................................................................................................3Analysis of the environment (PESTLE Analysis)...........................................................4Cultural differences between the two countries...............................................................5Analysis of the competitors of the company...................................................................6Target customer analysis.................................................................................................7Strategies of market entry................................................................................................7Strategies of marketing mix.............................................................................................8Recommendations................................................................................................................9Conclusion...........................................................................................................................9References..........................................................................................................................10
2MARKETING EXPANSION PLAN FOR CHILI’S RESTAURANTExecutive SummaryThis report is based on the analysis of a particular company and the industry where thecompany is based in. The analysis is based on the plan of market expansion of the companyinternationally. The competitors of the company are also analyzed in this case and the targetcustomers of the company. The company that is taken into consideration is Chili’s Grill & Barrestaurant. This is an American style casual type dining restaurant that mainly depicts the Tex-Mex type of cuisine. This restaurant was established in the year 1975 in Texas by Larry Lavine.The restaurant chain is currently owned by Brinker International. The first location of thecompany on Greenville Avenue in Texas.Discussion about the company and the industry related to itAnalysis of the industryThe marketing strategies of a company can be of two different types, which are domesticmarketing and international marketing. Domestic mainly defines the type of activities related tomarketing which are performed within the boundaries of a specific country. This type ofmarketing activity is confined within the customers within a specific country (Albayrak, 2015).The advantages of domestic marketing are, the communication barriers are less, the data relatedto the consumers is easily accessible, the competition is less, the company has knowledge aboutthe taste and preferences of the consumers. International marketing is the type of marketing is thetype of marketing which is not confined within the boundaries of a specific country (Alon, Ni &Wang, 2012).There are some challenges related to the international marketing strategies of a company.The cultural and social differences between two countries, the barriers related to language and
3MARKETING EXPANSION PLAN FOR CHILI’S RESTAURANTthe difference in customer habits act as challenges for a company in its international marketingactivities. In this case, Chili’s is a chain of restaurants that is headquartered in Dallas, Texas. Theanalysis is based on the expansion of this company in New Zealand. The reason behind thisobservation is the absence of a restaurant of Chili’s in this country. The concept of the restaurantis unique and it offers a variety of cuisine of the Tex-Mex style (Chilis.com., 2017).Analysis of the companyChili’s is a casual and fun dining restaurant that opened its gates in the year 1975 inDallas. The restaurant was opened by converting a post office to create a little joint that wasfunky in nature. The main attractions of the restaurant are its burgers, fajitas and ribs. Therestaurant mainly promotes gatherings with friends and family. Chili’s has its branches in around32 countries in the world (Chilis.com., 2017). The restaurant has recently completed its 20 yearsof operation. Chili’s Inc. is now a part of Brinker International and the menu of the restaurantincludes a variety of options like, appetizers including burgers, sandwiches, fajitas, tacos,burritos and quesadillas. The restaurant has its operations in many different countries in Europe,Asia, Middle East, Central America or South America and Africa (Chilis.com., 2017).These countries include, India, Japan, Indonesia, Malaysia, Singapore, Russia, Germany,Bahrain, Kuwait, Jordan, Lebanon, Qatar, Oman, Saudi Arabia, Canada, Mexico, United States,Brazil, Peru, Morocco and many more. The restaurant features in 1580 locations in the worldamong them some are owned by the company itself and some are franchised. The internationaloperations of the company have been successful and it has shown huge growth since its inceptionin the year 1975. The restaurant chain is thereby suggested to open their branch in New Zealandas this is one of the places where they are not operating currently (Baum, Schwens & Kabst,2013).
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