Strategic Marketing Management

Running head: Strategic Management
Strategic Management
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Strategic Marketing Management1
Table of Contents
Introduction......................................................................................................................................2
Overview of the Company...........................................................................................................2
SWOT Analysis...........................................................................................................................2
Marketing Objectives of the Company........................................................................................3
Target Segment of the Company.................................................................................................4
Marketing Mix (4PS’)..................................................................................................................5
Sales Forecast............................................................................................................................10
Control Measure........................................................................................................................12
Reflective Statement..................................................................................................................12
Conclusion.....................................................................................................................................14
Reference.......................................................................................................................................15

Strategic Marketing Management2
Introduction
Overview of the Company
Five Guys is an American fast food restaurant which is headquartered in Lorton, Virginia
which is an unincorporated part of Fairfax County. The founders of Five Guys are Jerry Murrell
and Janie Murrell. The restaurant was established in the year 1986 in Arlington County, Virginia
and by 2001, the chain has expanded to five locations throughout the Washington, D.C metro
area. The restaurant chain focuses on offering hot dogs, hamburgers and French fries (Choi and
Reid 2018). There are over 300 franchised locations of Five Guys in the year 2003, and gradually
as of 2016, over 1,500 locations worldwide were opened by Five Guys.
SWOT Analysis
The SWOT analysis helps the organization to understand the external and internal factors
affecting the company; the SWOT analysis includes strength, weakness, opportunities and
threats.
Strength:
Strength
The company is the fastest growing business in the
United States with 1500 locations and with turnover
crossing over $5000 and the bottom line crossing
over a mark of $600.
It has popularity due to the quality of food and fresh
made-to-order food that is being served to the
customers.
The restaurant five Guys are at high reputation and
at top pick among the other competitors in the
Weakness
The brand has least recognition in the
global market and also has low market
share when compared to other successful
competitors.
The business is showing a little bit of
resistance to come up with new and
expanding its menu.
There is no proper advertisement of the

Strategic Marketing Management3
Washington D.C.
Opportunities
Good opportunity to expand and create
innovativeness in their menu items.
Starting advertising and good opportunity to
promote their business.
Focusing on healthy meal could bring new change in
the business.
restaurant and people are not aware of the
business.
Threats
Increasing competition can affect the
market share of the business.
The franchise model may lead to dilution
of standard of quality and consistency in
their service.
People are being more health conscious
therefore; the type of food provided by
the business is being ignored.
The main issue in the business Five Guys is it has limited itself to some area and not in
the global market. In order to take over the market within one year with the new products the
business needs to focus on primary weakness associated with the company. There is no doubt
that Five Guys is at its peak point and have the highest turnover of $5000, but at the same time
its productivity is declining due to various other reasons (Baker 2016). Therefore, the company
needs to adapt some changes in order to sustain the market. Therefore, the company can start
from changing its menu with new innovativeness and adapting healthy food such as salad, juice
and so on.
Marketing Objectives of the Company
1. To take over the global market, primarily Singapore at present
Five Guys is very popular in United States, but it is facing some challenges with the
global market. M.C Donald its competitor has taken all over the international market, therefore