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A Case of the Expansion of Quaker Steak and Lube - Report Example

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This report "A Case of the Expansion of Quaker Steak and Lube" involves the formulation of a strategic marketing plan for Quaker Steak & Lube, an American fast-food company. It examines the first phase of a global expansion plan for the company that will target a group of continental giants. …
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A Case of the Expansion of Quaker Steak and Lube
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Download file to see previous pages The company provides various opportunities to grill consumers’ meat with numerous forms of spices and this is served with various fast foods including salads and potato chips. The menu involves various kinds of combinations that are based on numerous Hispanic and other exotic cuisines and spice types. This includes starters, main meals and desserts as well as drinks that are specifically made for customers of diverse backgrounds.
Quaker and Lube opened up for franchising in 1997 and they continue to use vintage cars as means of advertising and promoting their products in the various outlets they have (Entrepreneur, 2014). The company currently has 65 branches and they are all located in North America, with 64 located in the United States and located in Canada (Boye, 2014). Thus, they have no global and international marketing plan, save for a plan primarily focused on the United States.
The main competitive advantage enjoyed by Quaker Steak and Lube lies in the fact that they provide specialized services and products that are unique and distinct. And the marketing approach used by the firm is unique and distinct from what competitors offer. The presentation of various adverts steeped in automobile types that are paralleled with the American car industry. Each of the franchises has an average of $1 million in liquidity and $3 million in asset base (QSR Magazine, 2011). This means that the firm has an average of $65 million in liquidity and $200 million in assets.
As a strictly American entity, Quaker Steak and Lube has the potential of being exported to different parts of the world. However, for the sake of convenience, the expansion must be in two different phases. The first phase will have to focus on entering regional hubs that will aid further expansions in the second phase.
Thus, for the creation and attainment of a logical procedure, Quaker Steak and Lube (QSL) will consider expanding to Brazil in order to gain access to Latin America. ...Download file to see next pages Read More
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