Running Head: Marketing and Management of Grill'd Company

Running Head: MARKETING AND MANAGEMENT
Marketing and Management of Grill’d Company
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MARKETING AND MANAGEMENT1
Executive Summary
The report indicated that Grill’d brand recently just operates domestically within Australia. For this
reason, the company does not have increased international recognition or prior experience in expanding
within global market. However, the organization might attain the opportunity in attaining success
and growth. The company considers it to be important to explain the goals that must be
communicated to its target consumers within Australia market. Moreover, such review must be
communicated to the target consumers as a part of international marketing plan. In case Grill’d
desires to attain a competitive position and expand its business in the international market, it
must focus on the total performance improvement and better reputation.

MARKETING AND MANAGEMENT2
Table of Contents
1.Introduction...................................................................................................................................3
2. Company and Industry Background............................................................................................3
3. Situation Analysis........................................................................................................................4
3.1. PESTEL Analysis.................................................................................................................4
3.2. Company Capabilities, Experience and Gap Analysis.........................................................7
3.3. Market Segment Structure Analysis.....................................................................................7
4. SWOT Analysis...........................................................................................................................8
5. Marketing Goals and Objectives.................................................................................................9
6. Marketing Strategy....................................................................................................................10
7. Financial Analysis.....................................................................................................................11
8. Implementation Plan and Controls............................................................................................12
9. Conclusion.................................................................................................................................13
References......................................................................................................................................15

MARKETING AND MANAGEMENT3
1.Introduction
The business environment serves as marketing team and it is explained as factors or
forces that impacts capability of a company in developing and sustaining a successful
relationship. The external environment factors consider the outside factors which imposes drastic
impact on the company in carrying out such function (Ambat et al. 2017). The report has an
objective to analyze the external factors that impacts the business operations of Australian fast
food company named Grill’d that is positioned as specialist in making superior quality burgers.
Moreover, the report will also offer an analysis of the company’s marketing goals and strategies
in attaining sustainable competitive advantage internationally. The world is observed to be
changing and with such change, global competition within the market is increasing as several
businesses are getting associated. All the organizations need to develop effective strategies that
can facilitate the organization in attaining such goals and objectives (Armstrong et al. 2015).
This is the cause for which most of the organizations is carrying out activities of external
environment evaluation, opportunities along with threats on an Australian company Grill’d. The
report will reveal that the organization might make utilization of innovative technology in
dealing with competitors. The report will also indicate that the organization might attain the
opportunity of attaining success and growth.
2. Company and Industry Background
Grill’d Company was initiated in the year 2004 by Simon Crowe in Melbourne,
Hawthorn. The company opened 5 restaurants in the year 2005 and since then the organization
initiated opening more outlets (Baker and Saren 2016). There were more than 35 restaurants
within the year 2010 and this increased to 125 restaurants in the year 2013. The organization