Kenny Roger Roaster

Mission

To be your home away from home, a casual dining restaurant that offers
friendly service in a comfortable setting

Macroenvironment

On the other hand there is a emerging competition for Kenny Rogers

Roasters product line. Especially for their health conscious products.
Because, all the other fast food competitors are introducing and improving
their health conscious product line, which Kenny Rogers Roasters use to
maintain leadership. Being part of a highly competitive and dynamic market,
Kenny Rogers Roasters faces a strategic marketing challenge as to
what specific marketing mix to use in order to sustain advantage while
maintaining sales growth and above all profitability. Kenny Rogers Roasters
effectively competes with burger chains and others that are in the fast casual
segment of the market. Including healthier meals into his menu and giving
much
attention to obesity and diabetes have supported consumer’s choice for
Kenny Rogers Roasters.
However, Kenny Rogers Roasters has not been satisfied thus far, instead,
more intensified effort shave been made to improve business during the
dinner hour. Additional menu options have also
been added to answer competitor’s trends and to place more focus on the
children’s segment.

Like all kind of companies Kenny Rogers Roasters also facing the rapidly
advancing of technologies. Kenny Rogers Roasters also introduces and gets
use of new technological innovations to expand and penetrate their markets.
When they designing décor for franchisees they widely use new technological
designing tools. Food contaminations are increasing in recent years and
Kenny Rogers Roasters marketing badly effect from it. In future it will be more
due to lots of pollutants in environment. On the other hand genetically
modified food rejections also will be a big challenge for all kind of food
produces specially for fast food producers. And environment friendly groups
always make problems for meat and in future it will accelerate, so Kenny
Rogers Roasters should have think about alternatives for meats like flavored
soy products, but Kenny Rogers Roasters can take advantage of that problem
since Kenny Rogers Roasters go for healthy and low calorie food product
marketing.
Market

Kenny Rogers Roasters is the market leader in the roasted chicken offering a
healthier
alternative to traditional fast foods. Subway’s annual sales exceeded Php5
million, while countless
awards and accolades have been bestowed its chain over the past 22 years .
KRR has more than25 units worldwide whilst its rapid growth has attracted
many investments and brought it many competitors such as KFC and Burger
king. Recent initiatives attract customers beyond KRR
traditionally health conscious consumers should increase the company’s
share of the fast food
market.

Being part of a highly competitive and dynamic market, Kenny Rogers

Roasters face a strategic marketing challenge as to what specific marketing
mix to use in order to sustain a different advantage while maintaining sales
growth and above all profitability

Customers

The target customers of Kenny Rogers Roasters are ages 18–50. They can
be a group of friends or family. Customers can order from Kenny Rogers
Roasters online or at their stores. They can dine in or take out. Kenny Rogers
Roasters is open Monday to Sunday. The criteria that customers use when
buying at Kenny Rogers Roasters are the high quality of the food, the
location, and whether the price is affordable. Kenny Rogers' Roasters are
known for their healthy and high quality food. and also their serving size of
food and number of stores worldwide. The benefits customers are seeking
when they make a purchase are whether the food is worth the money, their
service, and whether they are satisfying their needs and wants.

Competitors

Max's restaurant- Is the one of the well-known restaurant in the

Philippines it is considered as the "house that fried chicken built" the cafe
initially served chicken, steak, and drinks the target market of max's
restaurant are the class A and b and c. Senior citizens and the Balikbayan’s
Filipino families with small income and large appetites owns the place.

Strength- max's restaurant hires professional staffs in their management

uses high quality products as their ingredients.

Classic Savory- traces its roots back in the 1950s. The now-famous
restaurant began as a small food joint exclusively serving chicken and lomi in
Escolta, Manila. The humble establishment was small, but perhaps it was the
homey taste of the chicken and the warmth of the lomi that allowed the people
to slowly build up their ties once again on the dining table. Classic Savory
traces its roots back in the 1950s. The now-famous restaurant began as a
small food joint exclusively serving chicken and lomi in Escolta, Manila. The
humble establishment was small, but perhaps it was the homey taste of the
chicken and the warmth of the lomi that allowed the people to slowly build up
their ties once again on the dining table.

Strength- Classic Savory offers different kinds of food that they offering to
their customer when looking at the menu. The order of the menu is excellent
and arrange accordingly to their categories, a very easy way to recognize the
food that a customer would order.

Weakness-The service of Savory is quite slow; it takes 20 to 30 minutes

before the food arrives. When it comes of requesting to get your bill, it also
takes time and they will ignore you when you need the waiter.

The top competitors of Kenny rogers are max's and savory restaurants but
because of the good quality and fresh products of Kenny rogers it maintains
its top position in the restaurant industry and It has remained true to its
mission of serving deliciously healthy food at a price you can afford and in a
warm and friendly setting.

Suppliers

McCormick & Company Incorporated

It is an American food company that manufactures, markets, and

distributes spices, seasoning mixes, condiments, and other flavoring products
to retail outlets, food manufacturers, and foodservice businesses.

Location - 145 Panay Ave, Diliman, Quezon City, 1103 Metro Manila

Strength - As one of the leading companies in its industry, McCormick has

numerous strengths that enable it to thrive in the market place. These
strengths not only help it to protect the market share in existing markets but
also help in penetrating new markets

Weaknesses - There are gaps in the product range sold by the company.
This lack of choice can give a new competitor a foothold in the market.

Power distribution - Here in the Philippines, McCormick is a household

name with its familiar green, gold and white packaging. With an impressive
array of herbs, spices and seasonings, McCormick has widened its range of
convenient and innovative products that turn meals into quick and easy but
unforgettable dishes.
Skippy

Is an American brand of peanut butter spread manufactured in the United

States and China. First sold in 1932, Skippy is currently manufactured by
Hormel Foods, which bought the brand from Unilever in

Location - Hormel foods 21st Floor, JMT Condominium Building, Ortigas

Center, Pasig City, Metro Manila

Strength- Skippy is one of the best-selling peanut butter brands in the

world. The company has effectively changed perceptions of peanut butter,
establishing it as an ingredient in main courses, not just as a spread

Weakness- Skippy peanut butter contains a high amount of calories per

serving. Make sure to moderate your portions to avoid unwanted weight gain.

Members:
Ramirez, Alglen
Mosende, Jamica Ann
Selda, Jay R
Fernandez, Kim Maeryl
Suniga, Matthew
Colares, Mhelbie