Red lobster Harvard case study

Thèmes abordés

Marketing plan, price, promotion, place, red lobster, harvard, case study

Résumé du document

étude de cas harvard university red lobster
marketing plan pour la chaine de restaurant red lobster aux états unis pour l'année 2012 (segmentation, target, marketing mix, recommandations)
apres analyze du cas the red lobster proposé par harvard university voici mes recommandations et mon action plan pour l'année suivant suite aux differentes problématiques soulevées à la fin du cas

Extraits

[...] Products: The wine should be present but only in some locations according to their sales level compare to the number of meal served. I don't believe they should add meat and burgers to still shares from competition, this has to be the work of another of their restaurants (longhorn steackhouse for instance even if I do not have even information to know their positioning). So red lobster is a seafood restaurant it has to still be a seafood restaurant The atmosphere appears to be very important for both segment Experientials and eclectics, Even if I lack of knowledge about the American society and its culture, according to the information I have in this case, I'd like to believe that indulgent, traditionalist and frugal are probably more going for lunch than for dinner to restaurant. [...]

[...] The indulgent will be more tolerant and will probably less suffer from a change in targeted segment. Positioning: To my mind, even if the competition is increasing the red lobster benefits from a quite good brand reputation and brand awareness as it is well established all across the USA. So it will not be a good idea to change the positioning of the red lobster. The affordable seafood as always been their core activity, and they have develop all their brand image around this, a change in the positioning will have a very bad impact (imagine if Nike shifted to make suit and not making sportwear anymore . [...]

[...] And while they go to dinner, I'd like to believe they go earlier than experiential and eclectics might be wrong), further studies has to be convicted but if it is the case then the atmosphere can change at a certain time of the dinner to give more emphasis on the restaurant charme. Place: I think this remodeling is important in the shift of target. However, this can be done smoothly according to the different location and the ratio sales level/number of meal served. This change should be fast in big cities where the restaurants have high incomes and go slower in the rural areas. [...]

[...] When he took over as CEO in 2004 the chain was closing restaurants and suffering declining same store sales and declining customer satisfaction. But in 2010, even in a recession, the fortunes of the chain are improving. A recently commissioned market research study has revealed, unexpectedly, that 25% of Red Lobster''s customers are "experientials," people coming for a "good evening out" rather than Red Lobster''s traditional core customer who came because of a craving for seafood. Should this news cause Lopdrup to do anything differently? [...]

[...] This will not have a bad impact on the other segment and will enable a small change in the targeted segment. The use of other media can be efficient as well, so as we know experientials have high income, are interested in cooking and trying new experiences, they could advertise in some specialized press, or trendy magazine such as Vogue for women (but better advertise in Man magazine because they are often the one who decide where to go to eat). The messages should promote the news coming, as teasing campaign for instance. [...]