Case study on kabab jees

Case study on kabab jees

• 1.
  Contents • Introduction • SLEPTAnalysis • Five Forces Model • SWOT Analysis • BCG Matrix • Segmentation • 7 P’s • Positioning • Verdict
• 2.
  Introduction • Kababjees hasbeen 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.
• 3.
  • Kababjees hasa 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.
• 4.
  SLEPT Analysis Political Unstable politicalsystem 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 Economical Pricings and costs for oversized profits Social Target market of only upper and middle class
• 5.
  5 Forces Model SupplierPower Maintaining suppliers for each and every operation in order to keep up with costs and products. Bargain Power of Buyers Less bargain of buyers because the prices are fixed Rivalry in Existing Competitors Fighting with rivals by interacting with their own customers to evolve Threat of New Entrant No new entrant yet in the market for Kababjees Threat of Substitution Kababjees to stand out by a tiny fraction since they have introduced new services and products on the line
• 6.
  zSWOT Analysis Strengths 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
• 7.
  BCG Matrix Kababjees
• 8.
  Segmentation Demographic Targeting every sectorof the market in terms of ages, genders and ethnicity/religious. Psychographic Giving 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. Geographic Extensive customer reach from the branches located at different corners of Karachi.
• 9.
  7 P’s Price: Failsto 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 ambiance Product: 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.
• 13.
  Positioning High Quality Kababjees High Price LowPrice Low Quality
• 14.
  Verdict