Strategic Marketing Management at Red Rooster Australia

Verified

Added on  2023/06/03

|15
|1151
|251
AI Summary
This presentation provides an in-depth analysis of the strategic marketing management of Red Rooster, one of the largest market shareholder companies in Australia's fast-food industry. It includes SWOT and PEST analysis, competitor analysis, target market opportunity analysis, and implementation plan. The presentation also discusses the company's focus on satisfying customer needs through the increase of healthier products and the use of franchises and internet services in sales and promotion.

Contribute Materials

Your contribution can guide someone’s learning journey. Share your documents today.
Document Page
Strategic Marketing
Management at Red
Rooster Australia
Presented By:

Secure Best Marks with AI Grader

Need help grading? Try our AI Grader for instant feedback on your assignments.
Document Page
Introduction
Red Rooster is one of the largest
market shareholder companies in
Australia fast-food industry.
There are approximately 366 store
under Red Rooster brand throughout
Australia (Wilson & Gilligan, 2012)..
Currently, Red Roost controls about
7.7% of the total fast-food market
share.
Document Page
Internal Environment Analysis-Red Rooster
SWOT Analysis
Red Roost SWOT Analysis
Strength Weaknesses
1. Strong market position in
Australia.
2. Strong and unique brand.
3. High brand variation.
4. Significantly strong organization
structure.
1. Poor expansion strategies.
2. Due to the limited market (Pride
et al., 2012).
3. Limited share market.
Opportunity Threats
1. Increase in demand in fast-food
products in emerging market.
2. Expansion of Red Roost in a
new market and product
diversification (Christopher &
Peck, 2012).
3. Introduction and enhancement of
online service.
1. Increased competition.
2. Change in policies in markets
such as India will greatly affect
the entrance of Red Roost.
3. Increased awareness in healthier
(Food & Council, 2014).
Document Page
External Environment Analysis-Red Rooster
PEST Analysis
Strong political stability with favorable policy incentives.
Sustainable and healthy economic environment.
Good market opportunities with favorable cultural dynamics.
Increase in health issues concern and awareness (Food & Council, 2014).
Effective technology development and adaptation.

Secure Best Marks with AI Grader

Need help grading? Try our AI Grader for instant feedback on your assignments.
Document Page
Competitor’s Analysis
Fig 2: Competitor Analysis – Perceptual map of fast-food positioning (Kelly et al., 2016)
Document Page
Target Market Opportunity Analysis
Currently, the fast-food industry in Australia is estimated to be worth more
than AU$ 20 billion.
The growth has been majorly contributed the by the increasing trend and
culture of Australians in enjoying eating meals out
In regards to the customer perception, Red Roost has a very strong brand
image where more than 70% of the consumers reported to opt its products and
services (Christopher & Peck, 2012).
Document Page
Analysis of Marketing Strategies Used by the Red
Rooster
Through the increasing health awareness issues, the company focus on
satisfying the customer needs have been through the increase of healthier
products (Chen & Hu, 2010).
The main pricing technique used by Red Roost is valuing of the brand
through measuring its superiority and demand in the market and also use of
competitors value.

Paraphrase This Document

Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
Document Page
Continuation
Red Roost has majorly utilized is the application and use of franchises.
It has about 366 stores throughout Australia.
With the growth of technology and social media, like most of its
competitors, Red Roost has developed a wide use of internet services in its
sales and promotion. (Wilson & Gilligan, 2012)
Document Page
Implementation Plan
In order to achieve an effective market strategy in Red Roost management,
the approach of the implementation will be based on a systematic cycle
overview i.e. Plan, Do Check and Act (PDCA).
According to Red Roost environment analysis, the main models for effective
change comprise of Product Expansion Grid model and Sustainable
Competitive Analysis model.
Document Page
Continuation

Secure Best Marks with AI Grader

Need help grading? Try our AI Grader for instant feedback on your assignments.
Document Page
Conclusion
In summary, Through the implementation of product expansion grid model,
Red Roost will be to eliminate most of its marketing challenges.
With the competitive advantages the company poses I believe the model will
be able to attain most of the expectations of the strategy.
Document Page
References
Aaker, D. A., & McLoughlin, D. (2010). Strategic market management: global
perspectives. John Wiley & Sons.
Best, R. (2012). Market-based management. Pearson Higher Ed.
Braue, D. (2011). Dragging the supply chain. CIO, (Jul/Aug 2011), 74.
Chen, P. T., & Hu, H. H. (2010). How determinant attributes of service quality
influence customer-perceived value: an empirical investigation of the
Australian coffee outlet industry. International Journal of Contemporary
Hospitality Management, 22(4), 535-551.
Document Page
Continuation
Cheng, C. C., Chiu, S. I., Hu, H. Y., & Chang, Y. Y. (2011). A study on exploring
the relationship between customer satisfaction and loyalty in the fast food
industry: With relationship inertia as a mediator. African Journal of Business
Management, 5(13), 5118-5126.
Christopher, M., & Peck, H. (2012). Marketing logistics. Routledge.
Food, A., & Council, G. (2014). Quick service restaurant initiative for
responsible advertising and marketing to children. Australian Food and Grocery
Council.
Gilligan, C., & Wilson, R. M. (2012). Strategic marketing management.
Routledge.

Paraphrase This Document

Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
Document Page
Continuation
Hollensen, S. (2010). Marketing management: A relationship approach.
Pearson Education.
Jarillo, J. C. (2013). Strategic networks. Routledge.
Kelly, B., Freeman, B., King, L., Chapman, K., Baur, L. A., & Gill, T. (2016).
The normative power of food promotions: Australian children’s attachments to
unhealthy food brands. Public health nutrition, 19(16), 2940-2948.
Lee, K., & Carter, S. (2011). Global marketing management. Strategic
Direction, 27(1).
Mullins, J. W., Walker, O. C., Boyd, H. W., & Larréché, J. C.
(2010). Marketing management: A strategic decision-making approach. Boston:
McGraw-Hill.
Document Page
Continuation
Pride, W. M., Ferrell, O. C., Lukas, B. A., Schembri, S., & Niininen, O.
(2012). Marketing principles. Cengage Learning.
Schlosser, E. (2012). Fast food nation: The dark side of the all-American meal.
Houghton Mifflin Harcourt.
Sokhatska, O., & Lahotska, N. (2013). Strategic marketing management. Journal of
the European economy, (12,№ 1), 117-120.
Wellard, L., Glasson, C., Chapman, K., & Miller, C. (2011). Fast facts: The
availability and accessibility of nutrition information in fast food chains. Health
Promotion Journal of Australia, 22(3), 184-188.
Wilson, R. M., & Gilligan, C. (2012). Strategic marketing management. Routledge.
1 out of 15
circle_padding
hide_on_mobile
zoom_out_icon
[object Object]

Your All-in-One AI-Powered Toolkit for Academic Success.

Available 24*7 on WhatsApp / Email

[object Object]