Marketing Case Analysis

Group 24

Marketing Analysis 3Cs

Customer

Company
2004

20082009

2010
(Now)

Cheap/ Frozen/ Mass produced

Fresh/Clean/Approachable

Change direction or not?

Love
new
restaura
nt

Experien
37%
tial

Love
seafood

*)

Indulgen
Eclectic
t
26
%

Competitors

Frequent
diner, Love
Upscale
atmosphere,
Price
insensitive

8%

Total Branch:
667

CF,
PF
Chan
$20
gs,
Bone
Red Lobster,
Chili,
fish,
Applebee,
Joe Olive
garden,
crabRuby

Tuesday, Outback,
TGI Friday

RL Branch :
690
Others
Branch: 6587

Traditional
ist
13
%

Frugal
16
%

Price sensitive, less frequent,

dont love seafood that much
*) Revenue contributio

Marketing Strategy
Positioning

Segmentation and
Targeting

Vision: No.1
premium
seafood
restaurant

Eclect
ic
Experient

ist
Frug
al

Focus on Experiential
Step by step approach
See Eclectic as an
opportunity
Move from Red Ocean
to Blue Ocean

Focusing on service
with high value
product
Unique Selling Proposition
Seafood freshness
More locations than others
Differentiated upscale
atmosphere
The best service

Price

ial
Indulge
nt
Traditional

Focused on only product

Mass

High
valued/Customi
zed

Price

Product

Price

High quality and fresh

seafood
Unique Menu depending on
2
0
seasonal and regional
species of fish
Wide variety of wine
Standardized procedure of
cooking and serving
customer
Marketi
Healthy & light menu
ng Mix

Place

$19.
5

No sudden
increase. Need
to maintain
other segments
while increase
Experiential
segment
Quality

ng Mix

Continue renovation
Remodeling prioritization
based on customer
segmentation
Special decoration for
multiple occasions (i.e.
family dinners, date night
and business lunches)

Promotio
The adsn
emphasized in food

quality and experience

Online, New media(SNS)
marketing
Direct marketing to secretaries
at top companies in branch
region
Partnership with credit card,
airlines and matchmaking
firms