MKT101A Marketing Fundamentals: Situation Analysis for Zeus Greek

This report presents a comprehensive situation analysis of Zeus Street Greek, a Greek restaurant chain, focusing on its marketing strategies. The analysis covers market variables such as geography, size, and density, highlighting Sydney as a favorable location due to its diverse population and tourist influx. A SWOT analysis identifies the restaurant's strengths (authentic cuisine), weaknesses (lack of promotion), opportunities (live kitchens, delivery service), and threats (competition, service issues). The PEST analysis examines political (health regulations), economic (budget constraints), social (customer preferences), and technological factors (checkout systems, app issues). Finally, the report includes a competitive analysis comparing Zeus Street Greek to restaurants like 1821 and Sea Bay Restaurant. Desklib offers a platform for students to access past papers and solved assignments for additional learning resources.

Running head: MKT101A - MARKETING FUNDAMENTALS
MKT101A - Marketing Fundamentals
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Author’s Note

2MKT101A - MARKETING FUNDAMENTALS
Table of Contents
1. Company Background............................................................................................................3
1.1 Market Variables..............................................................................................................3
2. Situational Analysis...............................................................................................................4
2.1 SWOT analysis.................................................................................................................4
2.1.1 Strengths....................................................................................................................4
2.1.2 Weaknesses................................................................................................................5
2.1.3 Opportunities.............................................................................................................5
2.1.4 Threats.......................................................................................................................5
2.2 PEST analysis...................................................................................................................5
2.2.1 Political Factors.........................................................................................................5
2.2.2 Economic Factors......................................................................................................6
2.2.3 Social Factors.............................................................................................................6
2.2.4 Technological Factors................................................................................................6
2.3 Competitive analysis........................................................................................................6
2.3.1 1821...........................................................................................................................6
2.3.2 Sea Bay Restaurant....................................................................................................6
Reference List............................................................................................................................7

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1. Company Background
The previous directors of The Crust Pizza, teaming up with The Pony Dining created
the typically Greek restaurant named Zeus Street Greek for selling authentic Greek street
foods. After initially opening a food joint in Sydney, the company have now opened branches
in Drummoyne, Rosebery and few others sectors. The company have an exquisite menu of
Greek cuisines. However, in the scope of this report emphasis have been laid on the
marketing strategies of the company. Other than cuisines, the company also need to consider
other factors like interior designing and other external promotional strategies that includes
aspects of Greek culture. Demonstration of filoxenia is at the heart of the projected strategies
for Zeus.
1.1 Market Variables
The market variables for the Zeus Street Greek is also required to be analysed. the
Market variables analysis of the company is as follows:

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Figure 1: The analysis of the Market Variables of Zeus Street Greek
(Source: Zeusstreetgreek.com.au, 2018)
2. Situational Analysis
2.1 SWOT analysis
2.1.1 Strengths
The variety of cuisine is the greatest strength of the restaurant. The authentic taste of
the Greek food and reflection of the Greek culture is evident in the menu of the Zeus Street
Greek. This is why majority of the visitors here are among the loyal base of customers. Other
than that the restaurant is also popular among the foreign visitors in Pitt Street
2.1.2 Weaknesses
The market position of the restaurant chain in and around Sydney is justified. This is because, there
is high density of the earning young generation in that area who are actually among the most
dynamic Australians who prefer consuming multi-cuisines on a regular basis. Besides that Sydney is
a place which hosts the maximum tourists and foreigners. From that perspective, the sale of a foreign
cuisines like Greek would be highly popular among the customers.
Market Geography
The market size of the restaurant is also favourable ‘for rapid market expansion.
However, the Market density of the restaurant is an area of concern .
Market Size
The restaurant is located in a locality where there are maximum number of foreign cuisine
restaurants are located. Hence places like Pitt Street have become the automatic choice for
the lovers of authentic Greek cuisines. However, the presence of a high number of street
food joints and theme restaurants in the area is making the customer .base highly
segregated.
Market Density
the presence of a high number of street food joints and theme restaurants in the area is
making the customer base highly segregated. This is in fact influencing the market
behaviour also. Since there are so many varieties of cuisines available in restaurants of
Pitt Street, it is very difficult to attract large group of target customers with such high
level of target customers.
Market Behaviour

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The lack of promotion and marketing grandeur is one of the major reasons why the
restaurant have been ranging on an average percentage of visitors. Many of the local food
lovers are not aware of the Greek cuisine at the restaurant. The promotional gap is the reason
for this lack of attention of the customers.
2.1.3 Opportunities
 Large number of customers who can act as a big base of target customers
 The Live kitchens of Zeus is a speciality that can give them a competitive edge
(Discovergreece.com, 2018).
 The food delivery facility can enlarge the target customers base of Zeus
2.1.4 Threats
 Presence of large number of restaurants and street food joints
 Lack of active promotional activities
 Lack of professionalism in service
2.2 PEST analysis
2.2.1 Political Factors
 Repeated government regulations for the restaurants to prepare low sodium and less
sugar rich foods
 Health Menu Choices Act requires that the restaurants join the PR campaigns against
obesity (Slocum & Saldanha, 2016).
 The regulation of having a minimum percentage of indigenous workers in the labour
force increases the operational cost.
2.2.2 Economic Factors

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The company have invested major part of their fiscal budget for organisational
expansion and in the last 3 years they have opened branches in many parts of Sydney. This is
why, budget allocation for promotional activities is very difficult.
2.2.3 Social Factors
The customers favour Pitt Street for the availability of various kinds of cuisine
(Quilter & McNamara, 2015). This is an added advantage for the company. However, many
of the customers are unaware of the position of Zeus. Hence, in spite of the brand popularity
many customers do not visit the restaurant.
2.2.4 Technological Factors
One important de-merit of the company is that the restaurant does not have automatic
check out facilities. The application of the restaurant for ordering food is also not bug free.
2.3 Competitive analysis
2.3.1 1821
1821 is a major restaurant that have been in to competition with Zeus Street Greek.
The suppliers as well as the target customers of the two companies are the same. There is also
much similarity among the cuisines offered by the two restaurants.
2.3.2 Sea Bay Restaurant
The Sea Bay restaurant is a Chinese restaurant and Chinese street food have large
variations.in fact Chinese cuisines is highly popular among the Australian customers. Lastly
the prevalence of large number of Asian originated people in Australia makes Chinese as well
as Sea Bay more popular. This is Sea Bay is superior in competition to Zeus Street.
Reference List

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Ang, I. (2016). At home in Asia? Sydney’s Chinatown and Australia’s ‘Asian
century’. International Journal of Cultural Studies, 19(3), 257-269.
Discovergreece.com, (2018). Authentic Greek cuisine. Retrieved on: 10th October 2018.
Retrieved from https://www.discovergreece.com/en/gastronomy/eating-greek
Quilter, J., & McNamara, L. (2015). Long May the Buskers Carry on Busking: Street Music
and the Law in Melbourne and Sydney. Melb. UL Rev., 39, 539.
Roos, G. (2019). Understanding Luxury Food for the Asian Markets Through an Intellectual
Capital Lens: The Case of the South Australian Food Industry and the Chinese Luxury Food
Market. In Harnessing Marine Macroalgae for Industrial Purposes in an Australian Context:
Emerging Research and Opportunities (pp. 201-254). IGI Global.
Slocum, R., & Saldanha, A. (Eds.). (2016). Geographies of race and food: Fields, bodies,
markets. Routledge.
Zeusstreetgreek.com.au, (2018). ZEUS HAS YOUR CATERING NEEDS COVERED.
Retrieved on 10th October 2018. Retrieved from https://zeusstreetgreek.com.au/blog/