RED LOBSTER CASE ANALYSIS Marketing Management & angstrom; Strategy OVERVIEW fierce Lobster is a very successful range of mountains of restaurants that offer a variety of seafood items. The first carmine Lobster was founded in 1968 in Florida, by Bill Darden, a restaurant entrepreneur. rubicund Lobster has become a household name and over the years, gained a good node base. This has resulted in going Lobster accounting for 43% of the market handle in the day-after-day dine seafood arrange di slew. At the sup deviset of 2010, there were 694 Red Lobster locations and total receipts for fiscal 2010 was $7.11 billion. Red Lobster now offers a range of seafood growths that include fresh fish, shrimp, lobster and degree Celsius crabs. The chain of restaurants grew quickly and was considered part of the hulky 7 of the casual dine chains. SWOT ANALYSIS Strengths: * Red Lobster accounts for 43% of market carry on and is the largest casual di ning seafood chain. * Computerized Point of Sale system is cap of the line * concentrated supply chain Leader in casual dining seafood category for distribution. Certified suppliers direct to restaurants through overnight deliveries. * everywhere 690 restaurants in N.A.
| Weaknesses: * Outdated restaurants * No turn over vision of who their customers are * Perception of food safety| Opportunities: * offer product line (broaden food items and wine selection) * boom out or show new customer base; increasing remuneration * Expand geographic reach (ie: Europe, Asia-Pacific)| Threa ts: * Supply Chain mechanical tweet due! to high cost of seafood * Economic state; do more consumers to eat at home * Aquaculture * Intense adjoin in category| CURRENT MARKETING PLAN When Kim Lopdrup know the withdraw to improve their positioning; a three phased think was launched immediately. This plan was developed to improve the Red Lobster brand and center on increasing operational excellence, re-positioning their product and remodeling the restaurants. The...If you want to film a full essay, order it on our website: OrderCustomPaper.com
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