presentation v2.0

8/8/2019 Presentation V2.0

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White Castle Case Study

Prof. Dr. Ahmed Taher

Ismail Moussa

Sherif Ahmed El-Barbary

Mahmoud ElFarghaly

Mohamed Samir


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AGENDA

White Castle.

Consumer Behavior Model.

Egypt- Entry Potential. Market Analysis.

Competition.

Primary research.

Segmentation.

Findings.

Market Mix.

Profitability Analysis.


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White CastleWhite Castle


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Consumer Behavior Model

Pre-purchase

Evaluation ofAlternatives

Search

Stimuli

Internal

Search

M

E

M

O

RY

Individual

Differences

Environ-

mental

Influences

Purchase

Consumption

Post-consumption

Evaluation

Divestment

Need Recognition

External

Search

Attention

Comprehensi

on

Acceptance

Retention

Exposure

SatisfactionDissatisfaction

StrengthsService 24H

Steamed Hamburger Frozen Food

Unique Taste

Very NutritionVery Cheap

E2E

Fast Service Limited Menu Pre-purchase

Evaluation ofAlternatives

Purchase

AdvertisementsTrue Stories

Local TV Commercials

1st Burger Chain

Newspaper Ad BIG FONT

WW2 B&P

The taste for all times


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Recommendations for MarketingCommunication

We think that White Castle lacks brand

recognition.

And we suggest More Branches, locally and internationally.

Events sponsorships (sports, social, etc).

More appealing Loyalty Programs.


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Recommendations for ConsumerResearch

Kids segment

International markets throughfranchising

Kids segment

International markets throughfranchising

Consumption

Research

The limited menu

Home delivery and online ordering

The limited menu

Home delivery and online orderingQuestionnaire


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EGYPTEntry Potential

Market AnalysisMarket SizeMarket Growth

Market Trends

Marketing MixProduct, Brand,Price, Place

Promotion

(4Ps)

SegmentationDemographicSituational

Psychographic

Implementationin Marketplace


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Egyptian Market Analysis

SOURCE: Euro monitor International report and TNS study

Market TrendsStrong demand -Tourists, Urbanconsumers.

High rates of fast food consumption

amongst younger people.

60% of Egyptians are under 30

32% of Cairo's population buys foreignbranded fast food, at least twice aweek, both at home and office.

No health concerns (fats, Calories)

Rating the quality of food and service,foreign and local brands are similar

Family meals trends Outdoors lunchand dinner


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Competition

International Brands

Local Brands

Food Service Outlets Fast Food outlets


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Primary Research

Observe the fast-food marketand industry in Egypt


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Market Segments

SARA 19 years old

University Student

Spends most of the day atthe university.

Hangs out with friendsduring the weekends.

Likes to watch movies.

Shopping malls are theoptimum gathering place.

YAHIA 29 years old.

Busy and always in a

hurry. Works for longtime.

Has no time to prepare ameal.

Likes to travel and go out

during the weekends. Loves outdoor activities

with his little family.


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Survey Findings

Fast Food Attributes Survey: (40 participants)


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Marketing Mix

ProductHigh qualityFast serviceUnique TasteNutritiousCan be reheated

Price

Lower price in comparisonto competitors.

Promotion

First burger chain-80 years of experienceFast 24 hour service(late night or early morning craving)

High quality pure beef burgers

PlaceMultinational organizationsPrivate universitiesMajor highways,Shopping malls Touristic cities


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Profitability AnalysisPorters Five Forces Model

CurrentCompetitive

Rivalry

LOW

PotentialEntrants

HIGHBuyer

BargainingPower

HIGH

Substitutes

LOW

Supplier

BargainingPower

Barrier To Entry:Economies of scale.

Product Differentiation

Capital requirements.

Switching Cost.

Access to Distribution channel.

Experience

Entry Determining price.

Political regulations andcorruption

Powerful because:.Low Switching Cost.

Variety of fast food outlets choice.Low because.Availability of many suppliers.

Threat of backward Integration.


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Implementation

Our research is an Exploratory MarketResearch, therefore, a comprehensiveDescriptive Market Research must be

conducted before implementation.


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Summary

White Castles value proposition and the purchasedecision process.

The ad. campaign of white castle succeeded to

stimulate the consumer.

The food service market in Egypt has high potentialfor new entrants.

Product attributes are most valued by customersrather than the brands origin.

A unique value proposition should be proposedaccording to an extensive market research.


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