IRMA |PGDM-Rural Management, PRM 41 | Term 2 - MMT Assignment

Group B7: Bhagya Shree Raj (p41074), Piyush Kumar (p41093), Rekha Rani (p41101), Rituparna Chatterjee
(p41102), Sudeep Sagar Patra (p41119), Shubhayan Modak (p41115)

Five Guys: Developing a Promotional Strategy for the Future

Problem statement:
Should the company stick to their current promotional strategy or re-allocate their funds to other
promotional media?

Decision criteria: Increase the sales.

Having read, analyzed and discussed the case, the following alternatives appeared:

1. Maintain status quo.

2. Slight modification in existing promotional strategy.
3. Complete change in promotional strategy.

Evaluation of alternatives:
Alternative 1:

The company adapted ‘word of mouth’ promotional strategy from the beginning and this strategy worked
quite well over the years, even when the company wanted to expand its business overseas and establish
a franchise.

Alternative 2:

Their online and social media promotional strategy is proved to be an affective one and they can bring the
creative promotional strategy to further increase their sales. They can also come up with creative
strategies based on geographical regions and then study the impact on their sales.

Alternative 3:

Company should start using the existing advertising domains in which they haven’t entered yet. They
should also go for traditional promotion channels such as print, television, billboards, radio, etc. and
follow the same strategies as adopted by other major players.

Selection of alternative:
The company should go for alternative 2 options based on the prevalent decision criteria of increasing
their sales. Alternative 3 would also increase their sales but it would require huge investment, thus getting
ruled out.