Words: 2008
Question: 1. Practice of marketing assignment. I have chosen Nando’s as my Fast Food outlet. It is a South African Fast Food Franchise that sells spicy chicken meals and many other sauces and spices. Nando’s is also sold internationally, but will always be known as South African. Nando’s is most recognized for it’s A-Grade chicken and it’s famous Peri-Peri sauces. 5 Most important strengths. One of the most important strengths is that Nando’s was founded and made in South Africa and Nando’s has assured everyone that it will always be that way.
All chicken and ingredients made in Nando’s meals in South Africa are totally from South Africa making Nando’s totally a South African brand. Nando’s has famous and unique sauces that are put on most of their meals. This source is so popular that customers eat Nando’s food just for the sauce. All of Nando’s chicken, sauces and spices are all make of natural ingredients and the chicken is of the highest A–grade quality. Nando’s have made it so that customers think that Nando’s is the most healthy fast food outlet. Nando’s also cater for Vegetarians, also trying to make customers think that Nando’s is a more healthy way of eating.
Nando’s also have great adverts. They are all funny and witty. Nando’s believe that customers are drawn to their outlets through there advertising. When customers think of great adverts, they think of Nando’s Nando’s also put great emphasis on customer service. Staff is trained to make every contact with the customer count. They greet and welcome customers and also have entertainment available for customers when waiting for their food. Entertainment like magazines and television are provided. Question: 2. Practice of marketing assignment. Trends in a macro environment. 1.
Technological. Businesses are affected by technology through new machines or new products. Once a company gets these new machines or products, a companies process will change. Technology could result in less money spent on production or the production rate could change. 2. Governmental/Legal A trend in this environment has a great affect on companies. This is where government makes laws and rulings that might have a great affect on your company, in how and what they can manufacture. 3. Economic Factors. Here management must look at trends such as recession, inflation and other trends.
Economic factors could determine who your target market is and how much people will spend in your stores. 4. Social/Cultural. Management can’t predict trends in this environment. They include languages, culture, standards of living, customs and so on. Basically these trends influence customers in what to buy and when they will buy them. 5. Demographic changes. This refers to trends such as age, location and race. These trends can be very important to the success of a outlet in that these trends determine what needs are to be meet in a community that a outlet is located in. 1.
Most Nando’s outlets have the latest computer systems. These systems take all orders, displays it for kitchen staff and controls and tells the manager how much stock the outlet has and how much it needs. Nando’s outlets rely on their computer systems a lot as all the work activities are recorded by the computer and the results are displayed for management. Without their computer systems, production rate will slow down as the staff taking the order will have to now write the orders down and other staff have got to now work with this poorly written slip, making the production process slow, due to lack of proper communications. . Nando’s have to, by law, use chicken that is from South Africa. They may not get chicken from another country at a cheaper price, it has to be from South Africa. This affects Nando’s in that they now have to find the best place in South Africa to buy their chicken. 3. Basically economic trends such as inflation can influence how much money is spent at Nando’s outlets and how much it will cost the Nando’s outlet to run. 4. Nando’s have tried to create a menu, which caters for all people who live in South Africa.
This is where they have vegetarian food to cater for vegetarians, addressing the standards of living and customs trends. 5. Trends like race and location are important here, as races like Muslims don’t eat specific foods. Lucky Nando’s don’t really worry about this as chicken is eaten by Muslims, but you can see how placing an outlet that sells bacon in a Moslem community would affect your outlet. Question: 3. Practice of marketing assignment. One way Nando’s tries to retain customers is by offering many other products, like their sauces and spices to the customers.
Nando’s is very famous for their sauces that they put on their chicken. They sell these sauces in different sizes and flavours. So if a customer does not want to eat Nando’s food, then Nando’s try and sell him these sources to cook with what the customer will eat. Nando’s also offers catering for all types and sizes of events, such as big concerts, marathons and cycle races. Here Nando’s is trying to mass sell their products to customers. I think this method is clever as there is no other fast food outlet that does catering for events such as these.
Another way Nando’s tries to retain customers is the way they change their outlets according to the change in consumers lives. Consumers these days are no longer looking for the cheapest or the biggest, they are looking for the more healthy food. Nando’s has done well to let customers know how healthy their food is. On their website and in their restaurants they tell you that their chicken is of quality and it is flame grilled, not fried and they use no oil on their chicken. On their website they have a dietician who can email you if you have any queries about Nando’s food.
Basically Nando’s tries to portray the image that they are the healthiest fast food outlet and they try and portray this message through all departments in their enterprise. Nando’s tries to make customers keep thinking about their restaurant, this is done by keeping in regular contact with customers and creating a way in which a customers and Nando’s can keep in contact with each other. Nando’s has created various ways to create customer retention through communicating with them. They have on their menus and also displayed in their outlets a website and a call number in which you can phone and share your experience with them about Nando’s.
If they have your email they will also send advertisements to you also keeping in contact and trying to make a customer think about Nando’s. Nando’s really try to make every contact with the customer count. They look to make sure that the customer enjoys every moment that he/she spends in the outlet. Nando’s try to ensure this by ensuring that the staff greet and welcome customers when they enter the outlet or when they are served by a staff member. While a customer waits he/she can sit down and enjoy a beverage and either watch T-V or read a magazine both are available in every Nando’s store.
Question: 4. Practice of marketing assignment. Nando’s Mission statement is as follows: To constantly deliver the Nando’s experience through our people and unique flavour. Mission statements are said to have (according to the text book) phrase in it that identifies the customer to which the business wants to sell its products to. In the mission statement it states, “constantly deliver the Nando’s experience” here Nando’s have stated what they sell, being Nando’s food or the “Nando’s experience” and they say who they want to sell their food to.
This being everyone who is willing to take “delivery” or receive his or her food. The mission statement, according to the text book. (Applied strategic marketing, second edition, Du plessis, etal. ) should be “realistic and simple. Stating what Nando’s wants to do and how they want to do it in a short statement. They say in the mission statement that they want to see their products through the quality of the food and its “unique flavour” and also by giving a good service when customers come to a Nando’s outlet.
This is shown in the mission statement when it is stated that Nando’s want to sell their products through “our people,” meaning its staff and “our unique flavour,” meaning its quality of food. Nando’s also in their mission statement show how long they will provide this type of service and it is always. This is shown in the mission statement when it says “constantly deliver. ” The mission statement has shown it’s long-term orientation, Nando’s clearly states that it is made in South Africa and this is where the mission statement has a social view. In the mission statement it say’s “our people. I think this not only means our staff, but also the people of South Africa. Overall I think Nando’s mission statement is a good one, it is short and to the point. It shows that it has the characteristics of a good mission statement. Question: 5. Practice of marketing assignment. The Nando’s outlet that I have chosen to base my interviews on is Nando’s Tygervalley. And the manager whom I interviewed name is Firzana Dawood and her contact number is (021) 914 7380. Out of all the customers I interviewed almost all of them said they received good service when ordering their food.
They said they were greeted and where given good advice on which food to order. Most felt comfortable when waiting for their food, as they were offered a seat and reading material and a T. V was present to offer entertainment. Nando’s customer service is good in that it values its time spent with the customer and tries to make coming to Nando’s an enjoyable experience at all times. Six out of the ten customers I interviewed all said the main reason for going to Nando’s was that its food is of great quality. These customers say the food is great and that Nando’s offer the best Take-away food.
So you can see how the quality of the food at Nando’s creates value for the customers. Two of the customers I interviewed, will only come to Nando’s for take-away food. They said it is because their food is the only healthy take-away food and almost the only take-away outlet that caters for vegetarians. So you can see how Nando’s creates value for customers by catering for many different types of customers and that it creates healthy foods for customers. Healthy food is in more of a demand these days, so this is a smart move by Nando’s.
Nando’s also create value in their advertising. People are always interested in the adverts that Nando’s have and as I watched the customers wait for food, I saw a lot of them looking at different adverts and phrases written in the outlet. Nando’s will always create value as customers will spread the word of these adverts. Nando’s also create value for the customers by selling their unique sauces and spices to everyone. James, one of the interviewees, only came into the outlet and bought some of their sauces, which he says he often does.
Here value is created for the customers as now you can use this unique sauce that Nando’s has created at home and without coming into a Nando’s store. Value is also created for customers by the computer systems used in this Nando’s outlet. Stock is always monitored by the computer, telling the manager when stock is becoming low. This method will result in that there will never be a situation where a customer wants an item on the menu but can’t have it because there is no stock or the stock that was low is all used up.