University Marketing and Management Report: Grill'd Company Overview

This report provides a comprehensive analysis of Grill'd, an Australian fast-food company specializing in burgers. It begins with an executive summary and table of contents, followed by an introduction that outlines the report's objectives. The report delves into the company and industry background, highlighting Grill'd's origins and its position in the Australian food industry. A detailed situation analysis is conducted, including PESTEL and SWOT analyses to assess the external and internal environments. The report identifies Grill'd's target market segments and analyzes the company's capabilities and gaps. It then outlines marketing goals, objectives, and strategies, including financial analysis and an implementation plan. The conclusion summarizes the key findings and recommendations for Grill'd's future, particularly its potential for international expansion. The report emphasizes the importance of understanding the business environment, developing effective strategies, and utilizing technology to achieve competitive advantages. This report is valuable for students studying marketing and management, providing insights into the strategies and challenges faced by a fast-food company in a competitive market.

Running Head: MARKETING AND MANAGEMENT
Marketing and Management of Grill’d Company
Name of the University:
Name of the Student:
Authors Note:

1MARKETING AND MANAGEMENT
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.

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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

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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

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falls within the beverage and food industry that operating regularly from previous few years. The
organization is not having the global outlets for it is available within local areas of Australia.
Target market segment of Grill’d are the young generation, family, teenagers along with adults
who prefer consuming healthy burgers along with ensuring that this can serve as competitive
advantage for the organization. The company has targeted men as well as women. In addition to
that, the organization offers services and products at moderate prices and this is the cause for
which the organization believes in targeting the high and middle income group people (Bresler
and Lubbe 2014).
The food industry in Australia currently is dominated by Hawker Food centers.
Moreover, profit increase in the Australian food service sector is highly stable. This indicates
there is increased opportunity for the fast food companies in extending business for newcomers
along with previously established companies. Analysis of the fast food industry in Australia
indicated that entry within the fast food service segment generally entails less funds (Chernev
2014). Moreover, self-governing food service outlets can sustain as sole proprietor outlets.
Australian fast food industry has experienced a drastic growth over the past decades as residents
are making dining-out a part of their life. In the recent years, 1.64 billion meals and takeaways
are observed to be offered by the food joints. Moreover, the autonomous outlets represented 44%
of all the meals offered within the business food service division.
3. Situation Analysis
3.1. PESTEL Analysis
PESTEL framework is employed in conducting macro-environmental analysis of Grill’D and
for revealing the environmental scanning aspects of strategic management (Ekpo et al. 2015).
These factors are explained under:

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 Political- The political factors encompass the government policies, obligations and plans.
In addition, the political factors impacting Grill’D Company also includes taxation law,
licenses and environmental law. There is an increasing need to follow the government
policies and regulations (Elenkov 2014). As the food chain uses beef within their dishes
and claims that they use superior quality animal products, the company makes sure that it
uses superior quality meat that is directly derived from the farms. However, the company
might have to deal with certain restrictions from the government which might affect the
business of the food chain along with impacting its international expansion decisions.
 Economical- The key economic factors encompass deflation and inflation rate, consumer
purchasing power, unemployment rate and a few more. Stability and economic growth
has an impact on the business (Foxall 2014). The Australian fast food industry has been
observed to be highly flourishing that has facilitated Grill’D to attain growth in the
market. GDP per capital of the country is $56,135 signifying that the country’s
purchasing power is moderate. Moreover, due to GDP growth the living standard of
people is rapidly improving. Certain variances in the living standard impacted the
company’s salary slabs as it has to pay more to its staff.
 Social- Increasing demand for fast food is observed in the Australian market. On the
other hand, consumers are turning out to be highly knowledgeable as they prefer
consuming healthy food (Goryushkina et al. 2016). This has resulted in the company’s
increase in food product sales as Grill’D promised its consumers to offer healthy food
options. Certain variances in the preference of the consumers might impact company to
provide burger that is as per their preference or else they might switch brand. Frequent

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changes in weather conditions might also impact the company’s products as the
consumers prefer to consume drinks rather than a burger.
 Technological- Grill’d Company considers using the advantage of technological
advancements for marketing the products. For instance, the company might attain the
advantage of the internet for diversifying the services and products and such internet
medium can include Facebook, YouTube and LinkedIn (Gummesson 2017). This
facilitates Grill’D in boosting its sales and revenue and moreover the company must also
make use of advanced technology in preparing innovative dishes. This can further
increase its sales, growth along with attaining them certain competitive advantages.
 Legal- Certain legal and regulatory concerns is deemed to impact the expansion and
growth of Grill’D Company’s business. The company is making strategies for expanding
its business within the potential market (Hutchinson et al. 2015). However, because of
the legal concerns, the fast food chain might have to reconsider all its expansion plans.
Grill’D might also have to experience certain obligations regarding the fact that they are
employing certain non-biodegradable elements in order to offer superior quality products to the
consumers.
 Environmental- For decreasing the concerns of health impacts on the consumers,
Grill’D has focused on maintaining tight quality control rules for maintaining their
environmental sustainability. For instance, the fast food chain maintains efficient control
on all its suppliers that ships solidified propertied hamburger within its eateries
(Ingenbleek, Meulenberg and Van Trijp 2015). Moreover, the company also focuses on
maintaining strict determinations for all its sourced potatoes. The company makes sure
that they are maintaining effective environmental standards through sustainably sourcing
all its food products.

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3.2. Company Capabilities, Experience and Gap Analysis
Grill’d restaurant is observed to have existence in every territory all over Australia other
than the Northern Territory. This has been possible because of numerous capabilities attained by
this fast food chain. On an average, all the stores of the company have more than 30-50
employees and it selects franchise partners relied on the range of attributes and criteria (Johnston
and Marshall 2015). The food chain employs partners with increased experience in employee
management and those have previously run a department or team previously, business or a huge
scale project.
Along with the business acumen, Grill’d Company’s partners is needed to have a great
passion for the company’s brand, interpersonal skills along with attaining the capability to follow
the policies and procedures of the company. Gaps those are adversely impacting the international
expansion strategy of the company include comprehensive knowledge gap (Keller and Kotler
2016). Tertiary qualifications within the finance, business management, human resources and
marketing management pose a gap in the company for attaining successful international business
expansion. In order to address the gap among the Australian and Australia markets, Grill’D
might require to consult with the local business experts in understanding its local business
environment before searching for franchisees.
3.3. Market Segment Structure Analysis
Primary Target Market
The primary target market of Grill’d Company includes the consumers between the age
group of 16-30 years (Kerr and Patti 2015). This consumer groups prefers to eat out frequently
along with enjoying innovative foreign food delicacies. This target market is responsible for
attaining maximum revenues for the company. These consumers will generate an increased

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amount of profitability for this features consumers those enjoy experiencing fast foods and are
highly social. The consumers belonging to the younger generation also presents increased
opportunity for the company in developing a strong consumer base and might regularly visit
restaurants in the present and future years.
Secondary Target Market
The secondary target market of Grill’d includes the consumers those belong to the age
group of 30-40 years, belong to the high income group and often prefer eating out. This target
segment offers the company with medium profitability level (Mullakhmetov et al. 2016). This
consumer group is targeted by the company considering the fact that they are highly time
conscious and are financially sound to afford outside eateries on a regular basis. For Grill’D to
be highly profitable from such target consumers, they might be capable to effectively market the
company as an offering. The company caters to the consumers those have busy schedule and
prefers eating healthy food (Kotabe and Helsen 2014).
4. SWOT Analysis
Strengths
 A clear and focused brand strategy
that is deemed to be profitable within
the Australian market and has
facilitated strategy expansion
 Superior quality and healthy food
products that are being offered to
health conscious people
Weaknesses
 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.
 The company should find a franchisee

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 Positioned as a renowned western
brand that offers alternative food
offering to people
 Managerial experience in Australian
along with franchising brands
that has important business skills and
experience who agrees to take on
Grill’s brand
 Product offerings are mostly western
and must be adapted as per local tastes
that needs research and development.
Opportunities
 Advancing Australian market with
having the highest per capita GDP
internationally
 Effective food culture and residents
are likely to eat numerous times a
week
 Favorable attitude of Australia
government regarding foreign
investment and tax incentives for
foreigners in establishing the business
 Strategic location of Australia offers
opportunity to expand within the
Asian markets
 Negative publicity regarding all the
competitor fast food chains
Threats
 Domestic food competitors those
include hawker shops that specializes
in making Australian foods
 Fast food competitors includes
McDonalds that attains considerable
market share
 Relatively small market size in
comparison to Asian markets
 Restrictions on freedom of speech that
can affect the marketing strategies
 Increased rent expenses impacting the
business and the households that
likely impacts the disposable income
 Increasing labor expenses and
decreased labor productivity

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5. Marketing Goals and Objectives
International marketing goals and objectives has been developed by Grill’d that can facilitate
the company in establishing itself as a brand within Australia market. Such goals and objectives
can facilitate the company in tapping all its growth potential for global expansion (Kerr and Patti
2015). The company considers important to explain the goals that must be communicated to its
target consumers recognized within Australia market. Moreover, such review must be
communicated to the target consumers as a part of international marketing plan. The marketing
objectives and goals set by the company are explained under:
 Manufacturing a superior product quality in comparison to the competitors
 Sustaining consistent along with effective consumer service
 Developing high levels of consumer satisfaction
 Maintaining stronger reputation with the consumers than the rivals
The foremost marketing goal of Grill’d Burgers in the first year of its expansion is to attain
25% of the target consumers through a specific level of promotional activities stated to announce
arrival of a brand (Kleinaltenkamp, Plinke and Geiger 2016). This goal is anticipated to be
attained at the end of first year and will be implemented by specific media channels including
social media networking.
6. Marketing Strategy
Several marketing strategies are developed by Grill’d in attaining competitive advantages
within Australian market, attaining consumer satisfaction and for expanding to the international
markets. The effective marketing strategies of the company are explained under:

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 A marketing strategy of Grill’d that is deemed to attain success is its superior in-store
experience along with the exceptional skills and capabilities of employees. From the
location of its restaurants, interior design, leadership team and employees, the company
observes its product-centric drive to be increasingly powerful than any other
communication channel (Kotabe and Helsen 2014).
 Another effective marketing strategy of the company is its increased online existence.
The brand is observed to boast a small group of online followers. The company also
focuses on maintaining on date developments along with trends within the food industry.
 Experimentation and right segmentation is also an effective strategy that has contributed
to the success of Grill’D. The company deeply evaluates that with having a diverse
consumer base, it is highly successful in implementing its advertising and marketing
campaigns of distinct nation’s cultures (Kotler 2015). Constant innovation and
experimentation regarding products and services can be maintained by the company in
developing exceptional and iconic items that can facilitate in attaining successful
business expansion.
 Launching low carb burgers in the international market for making sure that the target
consumers of the company are aware of them. Moreover, the company also focused on
communicating the major promotional campaign messages that incudes low carb
superbun. This is made from all the natural ingredients and for this reason, the company
is deemed to offer heathy burgers to the Australians. The company makes sure that all its
target consumers can superbun any grilled burger and enjoy a low carb meal option that
contains less than 10% carbohydrates (Pasquier and Villeneuve 2017).