The Situation Analysis of Eagle Boys Pizza - Report Example

Name) (Instructors’ name) (Course) (Date) Executive summary This situation analysis of Eagle Boys Pizza located in 353 Anzac Highway Plympton whose vision is to be the preferred choice in food processing and mission to spread, happiness reviews the current characteristics and status of the firm where the major purpose is to provide pizzas to Aussies. This report provides an overview of the business, its’ market, operations, personnel and government laws and regulations. It also considers the impact of the global business environment. Extensive research using primary and secondary sources of information has been conducted. The management and the staff interviewed through on site and electronic media gave positive feedback. The conclusion provides a summary of the Strengths, Weaknesses, Opportunities and Threats, and recommends future goals, and plans for the ongoing success of the firms, particularly the strategy of online marketing. Table of Contents Executive summary 1 Table of Contents 2 Business description 5 Overview of the products and services 5 Location and premises 6 Legal ownership 7 Market 8 Competitors 8 Existing market strategies 9 Innovative services for all 9 Customers 9 Market share 10 Employer-employee 10 Technology 10 Government regulation 11 SWOT analysis 11 Strengths 11 Weaknesses 11 Opportunities 11 Threats 12 Recommendations 12 Works Cited 13 List of figures Figure 1: Timeline of interview process 5 Figure 2: Hours of operation 5 Figure 3: products 5 Figure 4: BBQ meat lovers 6 Figure 5: offers 6 Figure 6: location 7 Figure 7: Directions to the company 7 Figure 8: Structure of the company 8 Figure 9: competitors 8 Figure 10: swot table 12 Business description Eagle boys Pizza located in 353 Anzac Hwy, Plympton, South Australia 5038is a 100 percent Australia owned fast food chain specializing in pizza. It is a take away and a fast food restaurant. The company produces and supplies pizzas, pasta, desserts, drinks, and other side items to Aussies. Figure 1: Timeline of interview process Date Person interviewed Mode of interview 5th august 2014 Franchise manager Face-face interview 8th august 2014 Chef staff(5) Face-face interview 10th august 2014 Waiters(5) Face-face interview 12th august 2014 Business manager Telephone interview Overview of the products and services Pizza is the main product. There are four core types of pizzas produced. They include BBQ bacon, BBQ meat lovers, BBQ veggie Delight, and chicken. The pizzas are professionally produced and served hot. Cooked pizzas stay for a maximum of half an hour in a specifically designed self-serve store cabinet, guaranteeing the highest quality product at all times with no delay. Focused on delivering great taste and value, Eagle Boys pizza is customer-focused and continually strives to better the service. The franchisees ensure maximum customer satisfaction. Customers are continually awe-struck with the brilliant product, which is a suitable, pleasant, and quality meal for themselves and their loved ones (Pride 30). Figure 2: Hours of operation Figure 3: products BBQ bacon BBQ meat lovers BBQ veggie Delight BBQ chicken Figure 4: BBQ meat lovers Figure 5: offers Location and premises Eagle Boys pizza is located in 353 Anzac Highway, Plympton SA. The location is in the non-metropolitan areas. The stores feature drive through windows. The staffs serve customers without them leaving their vehicle. Busy clients and time-poor customers appreciate this service. Other store models include local, micro, standard and express. This service is also preferred because of security reasons. (Gerson 23) Figure 6: location Figure 7: Directions to the company Legal ownership The franchise model allows one’s business to grow using other people’s capital. It also enables one to expand into geographically difficult areas an individual may not have been able to manage themselves. Franchise business managers act as business coaches in upcoming and existing express stores. Individuals can apply to run an express store alongside their other business. They undergo an application process by the administration. Successful candidates meet all the requirements set by the management. They are then granted permission to begin operations. Figure 8: Structure of the company Business technology department Marketing team Product development department Finance team Commercial team Operation and training department Market Competitors The competitors of the restaurant include Forbes fish shop, Mio Restaurant, African Rakuba restaurant, Suris finest Indian grocery takeaway, fat chicken, Ranas tandoori & curry delights among others. Research conducted by eagle boys proved that their pizza was larger than dominos and pizza hut by up to three centimetres making it twenty percent bigger (Timm 66). Figure 9: competitors Forbes fish shop Mio Restaurant African Aruba restaurant Saris finest Indian grocery takeaway Ranas bandore BBS was appointed to head the media campaign to educate the public on their finding. Independent research by food scientist proved the eagle boys pizza to be bigger by ten percent. The outcome was successful as the company overtook pizza hut, the American multinational pizza giant in store numbers. This made it to be the second largest pizza chain in Australia. In2009, the company revamped its menu. This attracted many more customers (Ferrell 98) Existing market strategies Marketing strategies fall into four divisions. The first is the national promotion. This division is dedicated to coordinating national flyer production, and distribution, TV production and media schedules, and point of sale materials. The second is local store marketing division. This group works directly with individual franchisees to aid implement effective and well-targeted marketing programs. New product development is the third division. It is responsible for researching current trends in the world of food and creating new products that are of high quality and unique (Choudhary 32). The digital marketing division is the fourth division. The team is responsible for the online ordering system and development of mobile ordering, sms and email marketing, website management and SEO. In addition to the strategies; franchise business managers contribute to Ad fund. The fund is used for further advertising options. The young adults are targeted by this method of advertising while the older generation is targeted by use of mainstream media including TV shows and favourite radio stations. Commercials of the company aired during favourite shows such as the today show and during news (Pride 98). Innovative services for all Product development is the focus of eagle boys. The company has a variety of exclusive goods. They include chocolate fudge mousse and the recently launched Profiterizza. The company aims to cater for all segments of the market. There is an option for low-fat pizza, and the vegetarian Bianco is a prime example of a healthy alternative. The product development team conducts market research on current trends in the world. The team comprises of innovative individuals who come up with suitable products after they get their findings (Holloway 88). Customers Pizza is a staple food in Australia. People from across all generations consume it. Young adults are among the main customers. Families with young and old children are also frequent customers. During financial gloom, families turn to pizza, as it is a cheaper alternative to other fast food products such as burgers and chicken. Industries are also a major customer of the pizzas (Gerson 12). Market share The pizza industry in Australia is at three point five billion dollars. Eagle Boys pizza located at Anzac had a significant share that enabled the bigger eagle boys claim a three percent market share. Employer-employee The company comprises of partnership with franchises. The franchisee undergoes a process of application before they are considered. The managers look for people with certain qualities hence it is not a job for everyone. Individuals have to have a passion and be committed to the job. The franchisee should be willing to involve themselves with the community (Szwarc 63). The franchise partners are business leaders in their community. They involve themselves in activities such as charity and supporting football teams. The management supports the franchise through training and marketing to help them grow their business. The training lasts for five weeks and includes information on how to run, manage and promote a business. The support team is in charge of this operation. It allocates a business development manager who visits the franchise stores often. The development manager offers advice on operations and profitability of the stores (Wind 91).This trend not only helps the franchisees but also aids the management to be aware of the requirements of the franchisee. Technology The business has invested deeply in online ordering capability. Customers can order for pizza wherever they are. The online capabilities have been a priority to satisfy customers growing appetite for convenience. The business is now driven by technology. Growth will enhance from using the technology. The online system aids franchisees to control labour costs, cost of goods, and a suite of reports to enable them to manage and monitor the operations. The company employs the use of search engine optimization technique to enable clients find the company on the internet (Wind 45). The online media coverage was particularly successful with eagle boys you tube small offerings video attracting more than twenty-three thousand five hundred viewers in less than three days. The online presence produced an instant sales uplift of above 27 percent. Stores reported rises of over 200 percent. The utilization of Face book and Twitter has been intensified (Szwarc103). Government regulation Key changes have been made to the franchise code of conduct by the government. The changes include fines for unconscionable conduct and misleading interpretations, random audits, public warnings about rogue franchisors, acknowledgement of good faith in relation to agreements, creation of an expert panel to advise on inappropriate franchising behaviours amongst others. The changes protect and regulate franchising options making it a fair level field (Holloway 88). Eagle boys have a competitive advantage following the changes since franchising is its major mode of operation SWOT analysis Strengths Eagle Boys has a high profitability and revenue. The company has an established market with no barriers. The franchisees have developed a perfect customer relationship. Clients get the value for their cash and appreciate the service they receive. This relationship is vital for a business to succeed (Gerson 23). Weaknesses There is a very competitive market for pizzas. The major players have already reduced the prices of their favourite brands. Customers lured to the cheap products may shift their allegiance to other companies (Jacka 12). Opportunities The income level of Aussies is at a constant increase. The company could introduce new products and services. The consumers will be able to pay for the products. The company will increase its profit. The company is at a position to open branches in other countries. Currently, it has opened stores in India. Under the right management, the company will grow to become a multinational giant and dominate fast food chains in other countries. (Holloway 52). Threats Rising cost of raw materials will eventually cause the products prices to escalate. The global economy is unstable. The company survived the two thousand and seven global crises. Another crisis occurring could affect the company negatively (Johnson 56) Figure 10: swot table Strengths High income No market barriers Weaknesses highly competitive market Opportunities New products and services Threats expensive raw materials Recommendations Eagle Boys Pizza located in 353 Anzac Highway Plympton has the resources to expand beyond South Australian borders to north Australia region. The excellent products and services will sell in any given market in the world. The company should make several more acquisitions of fast food chains in other parts of Australia where the pizza market has not been exhausted. This method would be the fastest way for a company to enter the north and have a competitive edge (Pride 98). The company should intensify digital marketing further. This strategy will translate to an increase in the sales. The products should be sold on a promotional basis one day during the week. Buy two get one free, for instance, could be employed on Wednesdays. Finally, the product development team should come up with a product that is highly energetic while retaining the current standards. This option will be viable for the people in blue-collar jobs. A section of this people opts for other foods since they want the energy to be able to perform their duties. The new product developed would have a competitive edge (Jacka 47).These actions would see the company grow by double digits. Persistent customer demand will eventually make the company the bigger Eagle Boys Pizza knockout the multinational giants off their comfort zone. Works Cited Bergman, Bo, and Bent Klefsjö.Quality: from customer needs to customer satisfaction. London: McGraw-Hill Book Co, 1994. Print. Choudhary, Rohit. Policing reinvention strategies in a marketing framework. New Delhi: SAGE Publications, 2009. Print. Decker, Dru Scott. Customer satisfaction practical tools for building important relationships.3rd ed. Menlo Park, Calif.: Crisp Publications, 2000. Print. "Eagle Boys."Order Pizza Online -. N.P., n.d. Web. 17 Aug. 2014. . "Eagle Boys franchisor on the highs and lows of his franchising career."Eagle Boys franchisor on the highs and lows of his franchising career. N.P., n.d. Web. 17 Aug. 2014. . Gerson, Richard F...Measuring customer satisfaction. Menlo Park, Calif.: Crisp Publications, 1993. Print. "Guerrilla marketing, innovation& defining your price position." Small Business Big Marketing RSS.N.p, n.d. Web. 17 Aug. 2014. . Holloway, Stephen. Situation analysis. Aldershot [u.a.: Ashgate, 1998. Print. Jacka, J. Mike, and Paulette J. Keller. Business process mapping: improving customer satisfaction. New York: Wiley, 2002. Print. Janet, Jean, and Hubert D. Hennessey. Global marketing strategies.3rd ed. Boston: Houghton Mifflin, 1995. Print. Johnson, Michael D., and Anders Gustafsson.Improving customer satisfaction, loyalty and profit: an integrated measurement and management system. San Francisco: Jossey-Bass, 2000. Print. "Pizza franchises battle for market share." Franchising.N.p, n.d. Web. 17 Aug. 2014. . Pride, William M., and O. C. Ferrell. Marketing: concepts and strategies.6th ed. Boston: Houghton Mifflin Co., 1989. Print. Szwarc, Paul. Researching customer satisfaction & loyalty how to find out what people r thinks. London: Kogan Page, 2005. Print. Timm, Paul R...Customer service: career success through customer satisfaction.2nd ed. Upper Saddle River, NJ: Prentice Hall, 2001. Print. Wind, Yoram, and Vijay Mahajan.Digital marketing global strategies from the world are leading experts. New York: J. Wiley, 2001. Print. "Eagle Boys." Deals -. N.P., n.d. Web. 18 Aug. 2014. . "Eagle Boys." Pizzas -. N.P., n.d. Web. 18 Aug. 2014. . "Eagle Boys." Pizza Franchise Opportunities -. N.P., n.d. Web. 18 Aug. 2014. . "Eagle Boys knocks Pizza Hut off mantle." Brisbane Business News. N.P., n.d. Web. 18 Aug. 2014. . Read More