ASSIGNMENT # 02

Class: BBA - 3B

Topic: Johnny Rockets Case Study

Subject: Marketing Management

Group Members:

1. KHAWAJA ASIM RAZI (02-111231-111)

2. NABEEL NAFEES (02-111231-129)
3. AGHA M IRTAZA JAWWAD (02-111231-233)
4. FURQAN KHAN (02-111231-279)
5. MUHAMMAD MUZAMMIL (02111231-346)

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 OUR CASE STUDY ON JONNY ROCKETS

Q.1 What Should the strategy ahead be? Should Johnny Rockets invest in more branches and
expand the coverage in the market (with three major cities or even beyond), or consolidate on the
current branches?

Ans.1 The strategy ahead for Johnny Rockets hinges upon conducting a comprehensive analysis
encompassing market demand, competitive landscape, and financial viability. This diligent
assessment will lay the groundwork for informed decision-making. Depending on the outcomes,
Johnny Rockets may opt to pursue expansion by investing in additional branches, strategically
positioning itself in major cities or beyond to capture untapped market segments. Conversely,
consolidating current branches could be a prudent approach, streamlining operations to enhance
efficiency and bolster profitability. By meticulously weighing these considerations, Johnny
Rockets can chart a course that optimally aligns with its overarching objectives and ensures
sustained success in the dynamic restaurant industry.

Q.2 Could he ever give the franchise to other investors as well?

Ans.2. Yes, Johnny Rockets could explore the option of giving franchises to other investors as a
means of expanding its brand presence and mitigating financial risks. However, it’s essential to
carefully select franchisees who align with the brand’s values and maintain consistent standards
across locations.

Q.3 Should the prices of Johnny Rockets remain low and concentrate on more guest count or
earn more revenue per customers by escalating prices?

Ans.3. Johnny Rockets should carefully evaluate its pricing strategy based on market dynamics,
cost structure, and target customer segments. It can choose to maintain low prices to attract more

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guests or consider escalating prices to increase revenue per customer. The decision should be
balanced to ensure competitiveness and profitability.

Q.4 Should they introduce more innovated product offers and lines?

Ans.4. Introducing Introducing a broader range of innovative product offerings and menu lines
presents Johnny Rockets with the opportunity to distinguish itself in the competitive landscape
and meet the ever-changing demands of consumers. By staying vigilant in monitoring market
trends and actively soliciting feedback from customers, Johnny Rockets can gain invaluable
insights to inform the development of new menu items tailored to resonate with its target
audience. This proactive approach not only enhances the brand’s appeal but also ensures
relevance and responsiveness to evolving consumer preferences, thereby reinforcing its position
as a leader in the industry.

Q.5 What could be done for brand building and enhancing customer loyalty? He thought what
was the right way ahead for Johnny Rockets?

Ans.5. To build brand loyalty, To build the brand and enhance customer loyalty, Johnny Rockets
can implement various strategies such as experiential marketing, engaging on social media
platforms, offering loyalty programs, and providing exceptional customer service. Creating
memorable dining experiences and fostering emotional connections with customers can help
strengthen brand loyalty and drive repeat business. Ultimately, the right way ahead for Johnny
Rockets involves a strategic blend of these initiatives tailored to its unique market position and
customer base.

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