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Analysis is the Marketing Mix of Newly Opened Fast Food Restaurant

Analysis is the Marketing Mix of Newly Opened Fast Food Restaurant

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Published by aryanch
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Published by: aryanch on Aug 16, 2009
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06/06/2013

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Question
Analysis is the marketing mix of newly opened fast food restaurant“California Fried Chicken And Pastry Shop”? Would you havedone anything differentially? Identify the target market and product position.
a)
Product : Food items (Fried Chicken, Burger, Pastry etc.)
b)
Place : Gulshan 2 /Shahbagh/ Dhanmondi/ Badda
c)
Price : Approximately Tk. 500 for a family of 2.
d)
Promotion : Leaflets given
 
About California Fried Chicken (CFC) And Pastry Shop
“CFC” has been established in the capital of Bangladesh, Dhaka Metropolitan City at several different busyareas by a well-known Bengali businessman. Their business is flourishing, as the administration is heavilyefficient and well authorized. The production standard is up to the mark and within a few months in itsopening it has managed to achieve a well-liked reputation within their target customers.
Marketing Mix
The definition of Marketing Mix is a set of controllable technical marketing tools that a firm blends to gainthe response it wants in their target customers. The tools are basically Product, Promotion, Place and Price.
Marketing Mix of CFC1.Product of CFCa) Product Variety
CFC offers a wide variety of products to its customers. Since it Starting Point it had offered FriedChicken and Burgers with the inclusion of side orders such as Fries and Potato Wedges. As time movedon they introduced Pastries and Desserts to their customers to widen their target customers.
 b) Quality
The definition of quality means the totality of the feature and characteristics of a product that bears onits ability to satisfy the customer’s needs.CFC offers good quality food to its customers in order to compete with the market competitors. It isobserved with keen interested by the staff and is maintained with the help of highly efficient tools andmachinery.
c ) Design
CFC’s design is elegant yet simple at the same time which is quite favorable with the common publicof Dhaka city and different than most of their other competitors.
c) Features
The Main features of CFC are their low and affordable prices, which is favorableto its targetcustomers as they are mostly middle class families or students.
d) Brand Name
 
The Definition of Brand Name is the a name sign, symbol, design or a combo of these intended toidentify the goods or services f one seller or group of sellers and to differentiate them. CFC however holds no brand power, as it is not an international product. It can be said that it is a locally branded andis quite famous in its local areas.
e) Packaging
The definition of Packaging is the activities of designing and producing the container of the product bywhich it is served to their customers. CFC’s packaging is just as simple as its design with no extra-addedaccessories. They have specially made boxes in which they serve they serve their customers their desired products.
f) Size
The size of the product is relatively linked with the marketing of the product. The size has to be accustomedwith the income level and the size of the customers themselves. For Example if the Customers has a healthyappetite and is with their family they would order large. While Alone he would order regular. Thus CFC has produced their product size as regular and large.
g) Services
The definition of Services is the benefit or the product that the producer can offer to its customer that isintangible.CFC offers a wide variety of services. They offer exceptional service to customers with their maintenancewith its high quality of food. It has recently started taking home orders and now caters at parties andmeetings for the convenience of their customers.
2. Price of CFCA) List Price
The definition of Price list is that the amount of money changed for a group of product or services thatconsumers exchange for the benefit of having that group of product or services. Like any other fast foodshop, CFC also has an organized price list for their customers.
 b) Discounts
The definition of discounts means a straight reduction in price on purchases. CFC does not offer directdiscounts on its products yet it has the offer of combos or meals. They have Family Boxes and ChickenBoxes which offer more products but within a smaller price range. For e.g. Buying a burger coke and frieswould cost a person tK 200 altogether but buying a meal, they can get all these together at the price of tk 180 only. Therefore there is reduction in price.
c) Allowances
The definition of allowances means promotional money paid by the manufactures to retailers in return for agreement to feature the manufacture products. CFC however has no current allowance offers.
d) Payment Period

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