Strategic Marketing Management & Implementation Plan for Red Rooster

This presentation provides a strategic marketing management analysis of Red Rooster Australia, a major player in the Australian fast-food industry. It includes an internal environment analysis using SWOT, external environment analysis using PEST, and a competitor analysis. The presentation identifies target market opportunities and analyzes existing marketing strategies, focusing on health awareness, pricing techniques, and franchising. An implementation plan based on the PDCA cycle, Product Expansion Grid model, and Sustainable Competitive Analysis model is proposed to address marketing challenges and leverage competitive advantages. The presentation concludes with the expectation that the proposed model will meet strategic objectives and enhance Red Rooster's market position. The assignment also includes the implementation of marketing strategy, examines the tools for strategy implementation and including Value Chain Analysis. Selects two approaches to implement the strategy and explains the benefits of their usage. Shows how the model could be informed within the organization and how the model would roll out in terms of collecting information and using the model.

Strategic Marketing
Management at Red
Rooster Australia
Presented By:

Introduction
 Red Rooster is one of the largest
market shareholder companies in
Australia fast-food industry.
There are approximately 366 store
under Red Rooster brand throughout
Australia (Wilson & Gilligan, 2012)..
Currently, Red Roost controls about
7.7% of the total fast-food market
share.

Internal Environment Analysis-Red Rooster
SWOT Analysis
Red Roost SWOT Analysis
Strength Weaknesses
1. Strong market position in
Australia.
2. Strong and unique brand.
3. High brand variation.
4. Significantly strong organization
structure.
1. Poor expansion strategies.
2. Due to the limited market (Pride
et al., 2012).
3. Limited share market.
Opportunity Threats
1. Increase in demand in fast-food
products in emerging market.
2. Expansion of Red Roost in a
new market and product
diversification (Christopher &
Peck, 2012).
3. Introduction and enhancement of
online service.
1. Increased competition.
2. Change in policies in markets
such as India will greatly affect
the entrance of Red Roost.
3. Increased awareness in healthier
(Food & Council, 2014).

External Environment Analysis-Red Rooster
PEST Analysis
 Strong political stability with favorable policy incentives.
Sustainable and healthy economic environment.
Good market opportunities with favorable cultural dynamics.
Increase in health issues concern and awareness (Food & Council, 2014).
Effective technology development and adaptation.

Competitor’s Analysis
Fig 2: Competitor Analysis – Perceptual map of fast-food positioning (Kelly et al., 2016)

Target Market Opportunity Analysis
Currently, the fast-food industry in Australia is estimated to be worth more
than AU$ 20 billion.
The growth has been majorly contributed the by the increasing trend and
culture of Australians in enjoying eating meals out
In regards to the customer perception, Red Roost has a very strong brand
image where more than 70% of the consumers reported to opt its products and
services (Christopher & Peck, 2012).

Analysis of Marketing Strategies Used by the Red
Rooster
Through the increasing health awareness issues, the company focus on
satisfying the customer needs have been through the increase of healthier
products (Chen & Hu, 2010).
The main pricing technique used by Red Roost is valuing of the brand
through measuring its superiority and demand in the market and also use of
competitors value.

Continuation
Red Roost has majorly utilized is the application and use of franchises.
It has about 366 stores throughout Australia.
With the growth of technology and social media, like most of its
competitors, Red Roost has developed a wide use of internet services in its
sales and promotion. (Wilson & Gilligan, 2012)

Implementation Plan
In order to achieve an effective market strategy in Red Roost management,
the approach of the implementation will be based on a systematic cycle
overview i.e. Plan, Do Check and Act (PDCA).
According to Red Roost environment analysis, the main models for effective
change comprise of Product Expansion Grid model and Sustainable
Competitive Analysis model.

Continuation

Conclusion
 In summary, Through the implementation of product expansion grid model,
Red Roost will be to eliminate most of its marketing challenges.
With the competitive advantages the company poses I believe the model will
be able to attain most of the expectations of the strategy.

References
Aaker, D. A., & McLoughlin, D. (2010). Strategic market management: global
perspectives. John Wiley & Sons.
Best, R. (2012). Market-based management. Pearson Higher Ed.
Braue, D. (2011). Dragging the supply chain. CIO, (Jul/Aug 2011), 74.
Chen, P. T., & Hu, H. H. (2010). How determinant attributes of service quality
influence customer-perceived value: an empirical investigation of the
Australian coffee outlet industry. International Journal of Contemporary
Hospitality Management, 22(4), 535-551.