Contents• Introduction• SLEPT Analysis• Five Forces Model• SWOT Analysis• BCG Matrix• Segmentation• 7 P’s• Positioning • Verdict

Introduction

• Kababjees has been into business since the month of March, 2015• They opened up as a premium BBQ facility where diners can enjoy a great variety of food.• They certainly make the best BBQ available in Karachi.• They have an attracting dinning environment and top most they are having 7 branches offering the same 4 star cuisine services.

• Kababjees has a strong enlarged menu and BBQ being as their specialty.• Their customer service and hospitality is of top notch category.

• This food chain business uses small but effective marketing strategies that is capturing their target market.

SLEPT Analysis Political

Unstable political system effects the business by a ton

Legal Registration with the Food & Nutrition Department

Technological Advance wireless connectivity for surveillance and communications

as well as the official website

EconomicalPricings and costs for oversized profits

SocialTarget market of only upper and middle class

5 Forces ModelSupplier Power

Maintaining suppliers for each and every operation in order to keep up with costs and products.

Bargain Power of BuyersLess bargain of buyers because the prices are fixed

Rivalry in Existing CompetitorsFighting with rivals by interacting with their own customers to

evolve

Threat of New EntrantNo new entrant yet in the market for Kababjees

Threat of SubstitutionKababjees to stand out by a tiny fraction since they have

introduced new services and products on the line

zSWOT AnalysisStrengths Weaknesses

  Strong management/workforce Quality maintenance Command over food and inventory Operational excellence Command over different production

items.

  Less add-on services Lacking in putting up with online

orders. Less promotions High pricing

Opportunities Threats   Market recognition Growth routes Expandable network world wide Sustainable customers

  New restaurants Old competitors Suppliers for inventory State’s unstable political system

BCG Matrix

Kababjees

Segmentation

DemographicTargeting every sector of the market in terms of ages, genders and

ethnicity/religious.

PsychographicGiving out a high living standards and posh lifestyles for the

customers who are fond of fine dinning

Behavioral customer experiences as an example of their extensively huge menu that contains only those items which popularly ordered in other

restaurants.

GeographicExtensive customer reach from the branches located at different

corners of Karachi.

7 P’s Price: Fails to the 65-70% of the middle class population of the city because of high prices.

Place: 6-7 extensions city wide with same and unique ambianceProduct: Bar Be Q, Oriental (Chinese and Singaporean), Desi (South Asia, Sub-continental), American (Fast, Processed and Traditional) and Italian.

Promotion: Occasional and even, Eid schemes, bank discounts etc.Process: Customers are usually paying for food with excellence and art merged with food because of the teams and workforce.

Physical evidence: customers are well satisfied with the proportions for which they pay a good amount.

People: Under the executive management, includes branch managers, financial advisors, accountants, inventory managers, chefs, kitchen teams, serving staff, janitors and etc.

PositioningHigh Quality

Kababjees

High Price

Low Price

Low Quality

Verdict