Beruflich Dokumente
Kultur Dokumente
Group 24
Company
2004
20082009
2010
(Now)
Fresh/Clean/Approachable
Love
new
restaura
nt
Experien
37%
tial
Love
seafood
*)
Indulgen
Eclectic
t
26
%
Competitors
Frequent
diner, Love
Upscale
atmosphere,
Price
insensitive
8%
Total Branch:
667
CF,
PF
Chan
$20
gs,
Bone
Red Lobster,
Chili,
fish,
Applebee,
Joe Olive
garden,
crabRuby
Tuesday, Outback,
TGI Friday
RL Branch :
690
Others
Branch: 6587
Traditional
ist
13
%
Frugal
16
%
Marketing Strategy
Positioning
Segmentation and
Targeting
Vision: No.1
premium
seafood
restaurant
Eclect
ic
Experient
ist
Frug
al
Focus on Experiential
Step by step approach
See Eclectic as an
opportunity
Move from Red Ocean
to Blue Ocean
Focusing on service
with high value
product
Unique Selling Proposition
Seafood freshness
More locations than others
Differentiated upscale
atmosphere
The best service
Price
ial
Indulge
nt
Traditional
Mass
High
valued/Customi
zed
Price
Product
Price
Place
$19.
5
No sudden
increase. Need
to maintain
other segments
while increase
Experiential
segment
Quality
ng Mix
Continue renovation
Remodeling prioritization
based on customer
segmentation
Special decoration for
multiple occasions (i.e.
family dinners, date night
and business lunches)
Promotio
The adsn
emphasized in food