Marketing Case Study
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INTRODUCTION
Crust applied variations of aspects for the purpose leading a successfully developing business. Through utilizing a space in the market, creator Anastasiadis offered gourmet-quality pizzas on the run. The target market included those of mid to high socio-economic status of income, also demographics of mid to high incomes consisting of families both in a comfortable prosperous locality (Armstrong 2012 p71). The distinct development of the store benefitted customer relationships. The intention of stimulating the senses is a clear factor in the design and positioning of the stores. Striking characteristics of a contemporary appearance and a professional format enhances the visual stimulation of customer interactions. A strategically positioning of the pizza bar for customer viewing of preparation, the customers are able to observe the preparation process whilst selecting over quality fresh gourmet ingredients and bases that maintain freshness to benefitting customer experience. Counters are positioned adjacent to the entry of the store to encourage a staff to customer relationship this allows limited space within the store influencing customers to proceed to the exterior. Presenting impressions of an overflowing customer market attaining a well liked and admired business.
RBW (Armstrong 2012 p72) used similar approaches in offering high quality gourmet burgers in the fast food industry. However the expectation of RBWs ambition was evidently higher. A flaw of RBW was poor planning and organisational processes which resulted in problems with negotiations between rent leasing and signage contracts, forcing the firm to alter the name damaged and weaken the brands image. Other major issues included physical appearance, RBWs objective was to differentiate themselves from other fast food outlets, yet the appearance was that of a typical fast food franchise. RBWs target market was in a highly competitive position affecting the firms desired demographic, poor positioning posed apparent threats.
Through Crusts continuation of successful performance, offering franchised stores across Australia and international as a growth strategy would benefit the success of the business. Branching into new markets within Australia through a concentration of this ongoing marketing development Crust would be able to improve not only on existing products but increasingly on in store procedures as customer service and communication, preparation processes and staffing and managerial relationships. As Crust continues to develop innovative products they maintain an enthusiastic customer market. Crust may pursue broader consumer markets of socio-economic demographics. Opening new stores in current competitive locality may initiate customer exploration of dissimilarity. This may also apply to a global market, opening stores in America, New Zealand and U.K.