Strategic Marketing Analysis: Guzman y Gomez's 7Ps Framework

This report provides a comprehensive situational analysis of Guzman y Gomez, a leading fast-food restaurant chain, focusing on its marketing strategy and the implementation of the 7Ps marketing mix. The analysis covers various aspects, including product offerings, pricing strategies, distribution channels (place), promotional activities, customer service (people), operational processes, and physical evidence. The report explores how Guzman y Gomez utilizes social media and other marketing channels to engage with its target market, emphasizing the importance of skilled staff in enhancing customer experience. It examines the impact of service features like intangibility, perishability, inseparability, and variability on brand perception and profitability. The report also discusses pricing strategies, distribution channels, and promotional tactics, highlighting the significance of digital marketing and the role of people and processes in delivering a positive customer experience. Finally, the report concludes by summarizing the key strategies employed by Guzman y Gomez to achieve its strategic aims and gain a competitive advantage in the fast-food industry.

GROUP SITUATION ANALYSIS
REPORT

EXECUTIVE SUMMARY
Guzman y Gomez has increased customer satisfaction level, by offering number of food
items to the consumers, whom it segments as target market. organization by targeting all, has
reached desire outcomes. It has utilized social media and other types of marketing channels that
promote online and offline services of venture, where skilled candidates are ready to welcome
each guest appropriately.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY..................................................................................................................................4
4.0- Marketing strategy (Marketing Mix 7Ps).............................................................................4
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Situational analysis refers to the process of gathering information by using different tools
and methods. It helps organizations to collect data related to factors, either internal or external,
for purpose of strategic planning. The current assessment will be based on Guzman y Gomez,
which falls under the category of leading fast food restaurants in the US. The study will explain
implementation of marketing mix 7ps, in the context of chosen.
MAIN BODY
4.0- Marketing strategy (Marketing Mix 7Ps)
Product-
Guzman y Gomez provided tasty dishes to the consumers, by adding more value in that in
term of preparing food, according to the trend in the food market, which consumer prefer to
follow and purchase things accordingly. Service features of intangibility, perishability,
inseparability and variability can put positive impact on brand and consumers, in term of
increasing profitability Steinhoff & Zondag, (2021). As most of the services are intangible, such
as food, which consumers are unable to feel, if they do not buy that. All the key characteristics of
service, offer by the Guzman y Gomez are unique that affect consumer, in term of enhancing
their experience and satisfaction level. Therefore, organization usually focus on adding Latin
American cuisines in menu, along with beverages that can be served to target market. It mostly
focusses on preparing delicious food out of real ingredients, which can add more variables in the
products that aid to satisfy each guest.
Price-
There are different types of pricing strategies utilized in the business world. In case of
consumer retention and business profits, Guzman y Gomez can take action of using promotion
pricing tactic that support management to attract consumers and prospects. According to chosen
pricing strategy, firm can conduct practice of reducing products price temporarily that benefit it
in varied terms. Intense competitive in the market, tax rate changes and lack of resource
accessibility in the company are included in category internal and external considerations, which
impact negatively upon price Wahyuni & Ginting, (2017). Price elasticity is also considered as
external factor that can influence negatively upon brand, in form of driving their attention toward
decreasing product price according to change in consumption of goods Chen & et.al., (2022). If

demand is price inelastic, it can affect positively upon company in term of increasing customer
base, as firm need to decrease the price of goods and set in beneficial manner.
Place-
Guzman y Gomez for purpose of consumer retention and revenue generation, can offer its
products, online and offline, where consumers can reach easily and purchase goods according to
preferences, which is important for them to do that Liang & et.al., (2021). Chosen company for
purpose of aim achievement, can take initiative to utilize online and offline distribution channels.
Reduction of transport costs, process of large amount of data and lack of resources are included
in the list of logistics management issues, which is important for the management to take into
their consideration Choi, Jang & Choi, (2022). Selective distribution is one of those levels that
define the distribution intensity of product, which means organization had established and
developed its outlets in specific location, where individual person can reach easily. It can
contribute to increase their satisfaction and enhance experience level, then last few weeks or
months that play important role in success and growth of ventures.
Promotion-
Chosen organization can reach its target consumer segment easily, as it utilized social
media marketing channels, such as Facebook, Instagram, and others Qashou & Saleh, (2018). It
has employed digital marketing promotion that aid to deliver message directly to consumer,
whom it wants to retain, along with gaining attention of new Lepkowska-White, Parsons & Berg,
(2019). Marketing mix is one of the best theory that applied in case of Guzman y Gomez that
define the strategic approaches and tools, organization used for product promotion.
From current promotion image, it can be analysed that organization and its staff is ready
to serve tasty food items, which they provide people according to need and requirement. The

team of skilled and talented people in the company, can take initiative to prepare variety of foods
items, so that a consumer can enjoy appropriately, and take pleasure of each bit, with different
flavour of sauce, herbs and other ingredients like vegetables, etc.
People-
In the chosen restaurant, face to face and written communication via social media pages
or messaging can be utilized, which drive the attention of management toward interacting with
consumers. As it increases the level of their engagement, which benefit venture in form of
retaining number of consumers, then other brands in the market. High amount of interaction and
engagement between employees and customers can benefit restaurant, as it develops good bond
between both parties, so it become easier to understand target market need and expectations
regarding food items, which is important for management to understanding completely and
appropriately. The current amount of level between staff and guest can put positive impact on
consumer perceived value, as it helps to create environment where people can sit and spend time
with family, friends and special one, by enjoying their meal. Inseparability and variability can
put impact on consumer experience in positive manner, when marketing department can promote
brand message appropriately. In case of promoting message inappropriately, both features can
impact negatively upon consumer experience as they avoid to trust again on brand offers.
Process-
Process related to information sharing, raw material collection and other is important for
the management to handle in appropriate manner. The main points in the procedure of creating,
delivering and consumption that serve as moments of trust, are source of information sharing and
providing, suppliers who are able to supply raw materials that organization and its staff used to
prepare meal and technologies. Sales, marketing and product delivery are included in front stage
procedures, while supply chain management, ordering systems and kitchen staff are considered
as back stage procedures. Both types of procedures are essential for the Guzman y Gomez to
manage appropriately that can lead to increase the operational effectiveness and consumer
satisfaction level, more than last few years or months. Less than zero, zero, first, second and
third are the different moments of truth.

Physical evidence-
In order to assist target market to identify the extent of quality, value and service they are
obtaining by the company, Guzman y Gomez and its marketer can take decision to create
physical existence. As they utilize social media pages, where contact details and location are
mentioned, which become quite easier for the guest to reach. It can affect positively upon
consumer experience and satisfaction level, in term of repeating practice of revisit same location,
where they can take pleasure of meal order according to taste preference, with full of favourite
ingredients Guzman y Gomez staff added for the people, who they want to retain. It can
contribute to increase sales and profitability of venture, more than the rivals, who are existing in
the same market, for purpose of gaining competitive advantages, which is not that easy for any
restaurant to do that. It consumes a lot of time, resource and other assets that a company need at
the time of competition.
CONCLUSION
On the basis of above discussion, it has been concluded that organization achieved strategic
aims and objectives, by using the best pricing strategy and introducing tasty food items in the
market according to current market trends. By hiring new people and providing them training,
company has gained competitive advantages. Furthermore, the current report has outlined the
strategies and approaches that chosen firm used to reach desire outcomes strategically.

REFERENCES
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Liang, J & et.al., (2021). Online or offline? How smog pollution affects customer channel choice
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Qashou, A. & Saleh, Y., (2018). E-marketing implementation in small and medium-sized
restaurants in Palestine. Arab Economic and Business Journal. 13(2). pp.93-110.
Steinhoff, L. & Zondag, M. M., (2021). Loyalty programs as travel companions: Complementary
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Wahyuni, S. & Ginting, M., (2017). The impact of product quality, price and distribution on
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