Strategic Marketing Plan Case Study Example | Topics and Well Written Essays - 4750 words

Strategic Marketing Plan - Case think over ExampleFrom its humble beginnings in 1980, Applebee International, Inc. has risen to become the largest casual dining eatery chain in the United States based on size, commercialize share, and revenue. Applebee is founded by Bill and TJ Palmer with their first restaurant TJ Applebees Rx for Edibles and Elixirs changing the represent to Applebees Neighborhood Grill and Bar in 1986. Two years later, franchisees Abe Gustin and John Hamra bought the rights to the Applebees concept from W.T. Grace. With the pursuit of its egression strategy, Applebee International is established, growing into 54 restaurants in 1998 when it opened for franchising Today, Applebee operates 1, 900 casual dining restaurants all over the human operating with the commitment of providing attractive, friendly, neighborhood establishment featuring moderately priced, high-quality food and beverage items, table service and a comfortable atmosphere that speaks to all ages (Company Overview, 2007).Applebees global operation is headquartered in Overland Park, Kansas. The United States is the companys largest market where develops and operates 1,841 restaurants in spite of appearance 49 states and one U.S. territory while it also has 89 restaurants in 16 international counties. Of the 1,900 restaurant chains in the world, 1,409 (74%) are franchised operated leaving only 521 (26%) restaurants in its sole management. Specializing in casual dining, Applebee restaurants put forward lunch and dinner made up of entrees of beef, chicken, pork, seafood and sometime(prenominal)a dishes, desserts and appetizers which the company changes from time to time in answer to the patrons tastes and preferences. (Fast fact, 2007). The price of an average meal is $11. Aside from providing dine-in services, it also introduces Carside To Go which allows customers to consume their orders outside the store premises. Recognizing the cacophony for a healthier lifestyle, it has teamed up with Weight Watchers International in offering the Weight Watchers selections. Geographically, it has the small market segment in rural areas under 25,000 in population while cornering larger market segments in the cities. (Horovitz, 2003).Under the leadership of Lloyd L. Hill, who became chief executive officer in 1998, the company has posted positive realize earnings, despite a fluctuating growth trend in total operating revenues in the past ten years (Hoovers, 2007). The companys operations are grouped into three business divisions1. Company restaurant realize sales which is comprised of the sales of food and beverages 2. Franchise royalties and fees from its franchisees (franchise royalty are generally 4% of the franchise restaurants monthly gross sales while franchise fees are typically