Wilson's Family Restaurant

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CASE ANALYSIS REPORT WILSON’S FAMILY RESTARUANT Presented to Professor John Pippy Memorial University OF Newfoundland Presented by Heather Careen Student # 201231388 August 8, 2014 Table of Contents EXECUTIVE SUMMARY 3 COMPANY OVERVIEW AND BACKGROUND 3 THE PROBLEM 4 CURRENT MARKETING SITUATION 4 SWOT Analysis 4 Consumer Analysis 5 Competitor Analysis 6 Constraint 7 IDENTIFICATION AND ANALYSIS OF ALTERNATIVES 7 RECOMMENDATIONS 9 Products and Services 9 Increasing Marketing Communication 10 Establish Loyalty 11 IMPLEMENTATION PLAN 11 BUDGET/EVALUATION 12 References 13 APPENDIX A – SWOT Analysis 14 APPENDIX B – Segmentation Scheme 16 APPENDIX C – Customer Analysis 18 APPENDIX D – Competitor Analysis 20 APPENDIX E – Analysis of Alternatives 22 APPENDIX F - Recommendation 24 APPENDIX G – Implementation Plan/Budget 26 EXECUTIVE SUMMARY John Wilson, owner of Wilson’s Family Restaurant, is faced with problems of declining sales, retaining customers and new competition. The purpose of this paper is to analyze the situation facing Wilson’s Restaurant and to provide a report summarizing the analysis and recommending a course of action to strengthen the restaurant’s brand, increase relationships with its customers and provide the best dining experience possible. To accomplish the task at hand a SWOT analysis was developed to discuss the restaurant’s strengths, weaknesses, opportunities and threats. As well, a consumer analysis was provided to discuss the relevant benefit segments for the restaurant. As Swiss Chalet is going to be the new kid on the market, Wilson’s competition, a competitive analysis of Swiss Chalet is also provided in the report. To address the problems facing Wilson’s Family Restaurant a number of alternatives were suggested in the report. Based on these suggestions
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