Red Rooster
Company overview:
The Red Rooster store was found by Kailis family in 1972 at Perth. It now become a brand and it has 366 stores across Australia and over 7500 staffs. It considers itself as healthy option in quick service restaurant. This study aims to make a strategic marketing plan for red rooster in the next 5 years using the analysis methods such as environment analysis, target market analysis and strategy formulation.
The mission statement of red rooster is defined as:
“Red Rooster is a leading Australian-owned quick service restaurant, committed to providing innovative products that are consumer and lifestyle focused. We aim to exceed our customer expectations on quality, value, service and hygiene.” (Jason B, 2011)
Part 1: Environmental analysis
1. Environment Analysis
1.1 The Macro marketing environment
The following framework provides a Pestle analysis of marketing environment, relating to the fast- food industry.
2.2 Porter’s Five Forces – Fast-food Industry
1.2.1 New Entrants
“The industry is dominated by a number of international quick Service Restaurant Chains, including McDonald’s, Burger King, Pizza Hut, KFC and Domino’s “(Data monitor, 2010). So the market of fast food is highly competitive, and the cost to entry the fast food industry is high. This force should be weak.
1.2.2 Substitutions
Substitutes are readily available: food can be purchased almost anywhere, for example restaurants, cafés and hotel. And normally they provide healthier and better services for the consumers. So we define the force is strong.
1.2.3 Competitive Rivalry
In the Australia fast good market, red rooster has to face to many strong international competitors, just like McDonald’s Pizza Hut and KFC. And these competitors are achieved advantages with innovative products and superior resources. In this case, we considerate this force is the most threat for red rooster.
1.2.4 Power of Buyers
Customers are sensitive in
The Red Rooster store was found by Kailis family in 1972 at Perth. It now become a brand and it has 366 stores across Australia and over 7500 staffs. It considers itself as healthy option in quick service restaurant. This study aims to make a strategic marketing plan for red rooster in the next 5 years using the analysis methods such as environment analysis, target market analysis and strategy formulation.
The mission statement of red rooster is defined as:
“Red Rooster is a leading Australian-owned quick service restaurant, committed to providing innovative products that are consumer and lifestyle focused. We aim to exceed our customer expectations on quality, value, service and hygiene.” (Jason B, 2011)
Part 1: Environmental analysis
1. Environment Analysis
1.1 The Macro marketing environment
The following framework provides a Pestle analysis of marketing environment, relating to the fast- food industry.
2.2 Porter’s Five Forces – Fast-food Industry
1.2.1 New Entrants
“The industry is dominated by a number of international quick Service Restaurant Chains, including McDonald’s, Burger King, Pizza Hut, KFC and Domino’s “(Data monitor, 2010). So the market of fast food is highly competitive, and the cost to entry the fast food industry is high. This force should be weak.
1.2.2 Substitutions
Substitutes are readily available: food can be purchased almost anywhere, for example restaurants, cafés and hotel. And normally they provide healthier and better services for the consumers. So we define the force is strong.
1.2.3 Competitive Rivalry
In the Australia fast good market, red rooster has to face to many strong international competitors, just like McDonald’s Pizza Hut and KFC. And these competitors are achieved advantages with innovative products and superior resources. In this case, we considerate this force is the most threat for red rooster.
1.2.4 Power of Buyers
Customers are sensitive in