Analysis of Fast Food Restaurant Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

Preference

In running a fast food restaurant the most important segmentation that needs to be focused on is the geographic segmentation. The eating habits and patterns of the region in which a company is going to operate should be lucid and clear. The taste of the region, what is preferred and prohibited there, what they like to eat, etc. are all the question one should take into account before operating in that region. For example, if a company is operating in Japan it should include soup in their menu, similarly in Italy, pasta should be a highlight of the menu. Not just the product, the deals, offerings as well as the advertising activities should be made according to the customs and traditions of the region or country a company is operating because things and occasions might be same in many countries but preferences may differ.

It is very important to identify geographical differences in designing deals and promotional offers accordingly to stay in the food business because it will help the chain to grow in that particular market. Preferences may vary within a country as well, for example, people in south prefer fried chicken while in north different food is preferred. Also, the focus should be on factors like language, climate and lifestyle as they are the key attributes in developing the taste and buying behavior of a customer in specific regions. Geographical segmentation is a valuable approach for a fast food chain that operates globally as it will help them in understanding the cultural differences, which they can use as a solid attribute towards their growth in any region, secondly, it provides the key attributes to understand socioeconomic class and lifestyle which help the company to define its target market very clearly. Geographic segmentation will lead a company to the next levels of segmentations but without doing the geographic segmentation the segmentation approach will always remain vivid and vague.

Recommendations

Step One: Uncover salient attributes

Focus on the attributes that help consumers make the purchase more closely like serving or the product itself. How consumers buy and use the product is the key to understand the salient attributes so focus should be on this and try to make the purchasing experience memorable through attractive and easy to consume packaging.
Give something extra to the customers like if they are coming with their children put sum give away like toys, books etc. with the meal they are buying.
Identify the parallel needs associated with the product like the price that should be competitive, taste or aroma of the burger or sandwich or coffee or any other dish, depending on the product, the environment of the restaurant if it’s a dine-in etc. Also take note of the mind of the customer belonging to a region, otherwise it may lead towards a failure.
Don’t make the packaging or product difficult to use. Use appropriate sizes of burgers that are easy to consume and not create a mess around consumers and closely observe the product usage to identify the issues.
Identify and eliminate the risks that the product may expose the consumers to hazardous situations.

Step Two: Map the attributes

Serve the basic attribute that every other fast food chain is providing like low price and good quality food. Try to stay nonnegotiable i.e. customers feeling positive about the product and avoid tolerable range i.e. in negative feeling.
Be the discriminator i.e. makes the offerings better than the competition so that customer can distinguish and try to give something extra that give a salient appeal to the customer.
Be the energizer. Try to provide service of such quality that gives an edge over competitors and help the consumer to form a buying decision.
Provide service of such quality that customers don’t get any reason to switch.

Step Three: Validate, validate, validate

Use different marketing research techniques to stay in touch with the customer to authenticate the gathered knowledge and stay ahead of the competitors,
Keep updated about the preferences of customers and the attributes that motivate their buying pattern.

Bring changes and innovations in the product line and offerings, but don’t lose the taste and quality................................

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