Suggested market strategy for Nandos restaurant chain

It's a person report outlining a steered advertising and marketing technique, focusing intimately on one of many goal markets, for the long run advertising and marketing course of the chosen organisation(NANDO’S) in coping with the problems and issues recognized. It's based mostly on the swot and twos evaluation finished on nandos.

In line with the sooner analysis finished on nandos the formulation of applicable goals and goals and critically dialogue of the strategic decisions is finished. IdentifIcation and dialogue of the picture and positioning technique can also be finished which is described by a tactical advertising and marketing plan, discussing intimately any related advertising and marketing combine exercise.

The swot evaluation and advertising and marketing combine plans of its opponents is described.

The intention is to focus on advertising and marketing methods reasonably than specializing in wider company strategic administration points.

The primary focus of this project is on creating an applicable tactical advertising and marketing combine plan for a beneficial technique and demonstrating proof of wider analysis and studying.

Nandos is without doubt one of the quickest rising restaurant chain with a portugese/Mozambique theme.

Nandos is named the house of legendary grilled peri peri hen.

Nando’s was born in 1987.earlier it was named as hen land, however was renamed once more after its founder Mr. Fernando Duarte.

Began in Southern Johannesburg, South Africa with a Portuguese/Mozambican theme.

It was shaped by two associates Fernando Duarte and Robert Broz in africa.

It has specialty of fresh-flamed grill hen spiced with Periphery sauce, indigenous

Its development could be seen with the truth that there are round 700 eating places in 29 nations.

It launched its first restaurant in UK in 1992 and now has greater than 200 Nando’s in right here.



It's a restaurant devoted to individuals with an longing for life, individuals who like to chuckle and exist to eat. At Nando’s we consider in our flame-grilled Periphery Hen, we consider it’s the perfect on this planet. Style the one considered one of its type essence and fireplace of our Periphery hen which is just one of its kind.

Nandos is of the best restaurant chain on this planet because it guarantees to supply a world class hen expertise at affordable costs with unfailing high quality, worth and dedication to its shoppers.

Human Useful resource Crew:

Nando’s earlier often called chickenland originated from South Africa.It's chain of hen eating places, which arrived within the UK in 1992. Nandos has round 137 eating places with a workers of two,000 and an HR group of 30. Every restaurant has a group of two ‘buddies’ who're in control of HR division . (

Nando’s administration focuses on giving pleasant and immediate companies to prospects.It additionally focuses on inserting a robust emphasis on workers motivation, believing that completely satisfied workers are the important thing to supply good customer support. Each restaurant supervisor is named a Patraos that means Portuguese for head of the household. Space managers are often called MDs and every has a enjoyable price range to carry events and days out for employees.The administration is taken into account to be crucial in working the eating places.


Nando’s has been rising as a restaurant at a speedy has about 700 eateries in about 29 nations with the working income of about $140 million. iIt was launched within the UK and Eire itself in 1992 and now has 217 eating places right here, all immediately owned and operated.Whereas in its originating nation i.e South Africa,it has about 250 retailers that are franchises. Most of its different markets are populated by franchises. (Enterprise Occasions On-line, UK)

One of the essential advertising and marketing instrument is 7 p’s of selling:


7 p’s of selling embody bodily proof, place, value, product, course of, promotion and folks.


Nandos recognition could possibly be simply judged by trying via its ongoing growing places across the globe.Its roots could be seen in virtually all rising nations.

It's unfold in round 31 nations which embody:

Australia, Bangladesh, Bahrain, Botswana, Canada, Cyprus, Fiji, India, Eire, Kuwait, Lebanon, Lesotho, Malawi, Malaysia, Mauritius, Namibia, New Zealand, Nigeria, Oman, Pakistan, Qatar, Singapore, South Africa, Turkey, UAE, UK, USA, Zambia and Zimbabwe.

Nandos is doing extraordinarily good and spreading its spreading very quick across the globe.



Place is reffered because the places across the globe.It goals at describing the the full variety of retailers.

Nandos is positioned in round 31 nations with greater than 700 eating places and remains to be rising quickly.


Penetration pricing:

It's based mostly on holding the providing low priced to seize the utmost market share

Competitors pricing:-

On this the concentrate on value is much less as in comparison with non value competitors gadgets corresponding to location and repair

Psychological pricing:-

That is market based mostly method the place the client psyche is very affected.


Nandos Product portfolio primarily includes of flame grilled Periphery hen which is the principle focus of shoppers.The hen is principally served in quarters,halves and wholes.

Chilly drinks, shakes, ice tea , appetizer are additionally served at a nominal value.

Nando’s additionally serves burgers, pitas, salads, wings and wraps. In some nations, Nando’s sells hen livers, Espetada (a big stand with a skewer of hen breast and grilled peppers) and the Cataplana (a hen and rice dish served in a conventional Portuguese copper dish). (

It additionally manufactures a spread of sauces which embody Peri-Peri sauces, marinades, cooking sauces and a Peri-Peri Essence. (


Wonderful style with vitamin -The hen offered is decrease in fats with nice style and excessive on protein.

Freshly ready – Premium hen are chosen for Nando’s. Then they're trimmed for extra fats and marinated in Peri-Peri sauce for 24 hours for the wonderful style.

Thrilling Grilling – Hen is correctly grilled bare on an open flame leading to decrease ldl cholesterol and fats. And is basted on buyer choice like lemon and herb, delicate or additional sizzling Peri-Peri.

Makes use of 100% pure components and no preservatives, flavors’, colours and no added MSG.


360° promotional methods are used.

For successful prizes and reductions scratch playing cards are given when an order is positioned on varied combo meal.

Particular provides like worth meals provide higher worth for cash for the client


Pleasant and immediate companies to prospects.

Applicable interpersonal abilities, aptitude, and repair data.

Responsiveness, reliability, assurance, empathy are the KRA’s

Remodeling the transaction worth to the client life time worth.


Nandos is understood for its overwhelming workers. They provide their finest to make it a lifetime expertise for the shoppers. I interviewed some crowd to guage about their experiences in nandos and in line with the individuals it was top-of-the-line eating places expertise for them. Greatest recognized for its peri-peri hen which is de facto mouth watering. Even when the restaurant is busy the order positioned involves you in lower than 10 -15 minutes. In contrast to different eating places the workers cooperates as an alternative of annoying the company. Probably the greatest half about nandos is that it has choices for vegetarian individuals too.There are some kinds of choices to select from pastries and different desserts priced between £2 to £three.The service may be very fast and fantastic. One can select from totally different kinds of menu. So nandos could possibly be an lifetime and mouthwatering expertise for the individuals.




It positions itself because the chief in fast service eating places.

So as to preserve dominance, they market to a youthful set of individuals, a lot in the identical method that our “I’m Lovin It” marketing campaign does.


KFC company positions itself because the world’s hottest hen restaurant chain, specializing in additional crispy fried hen, Tornado and Colonel’s Crispy Strips hen with house model concepts that are totally different from others


Listed below are some main strengths,weak point,oppurtunities and threats of mc donalds are described.


McDonald’s is taken into account as a market chief in each the home and worldwide markets.

It has an environment friendly meals preparation model that follows the method in a scientific method

The meals is affordable and plenty of selection is out there.


Excessive renting price and excessive mounted price.

Value competitors with the opponents leading to low income.

There's lack of product innovation as the identical menu is getting used from a very long time.


It could possibly adapt to the wants of the societies and endure an modern product line

McDonald’s nonetheless has plans for extra worldwide enlargement.


The corporate’s aggressive worldwide enlargement.

Overseas forex fluctuation because it makes use of commonplace pricing for its meals gadgets.



KFC has robust trademark recipes.

Ranks highest amongst all hen eating places for its comfort and menu selection.

Distribution technique.


Admitted incapability to supply high quality service.

Lack of know-how about their prospects.

Conflicts between KFC and PepsiCo cultures.


Abroad enlargement with the speedy financial development.

Updating eating places.


Rising wage charges immediately have an effect on menu costs.

Altering buyer calls for.




Model picture

Bucket hen, wings of hen, their mascot

Hen burgers, cone ice cream, Ronald

What's your notion in direction of the client

Get pleasure from Crispy Hen

Skilled service which is the business commonplace.

Roles these model play in your life

International Attraction

International attraction with offering finest service in business

What's the cause for going there

To have hen served

A multi quick meals alternative

Degree of consciousness




Pestle is an abbreviation for the components that must be understood by an organization as a part of its environmental evaluation. It's described as:

P – Political

E – Financial

S – Social/Cultural

T – Technological

L – Authorized

E – Environmental.




Individuals are extra open to experiment with meals now a day.

Fast development in meals business

Worldwide enlargement

Demographic tendencies

Fast financial development

Energy of competitors.

Rising sale of substitute items. ex- Mc Donald’s low cost hen mayo burger (99p).

Mature/overstored business.

Extra health-conscious shoppers.

Loyalty loved by the current opponents.

Financial downturn



(IFAS Desk)




Strengths (S)

Branching (29 nations)

It’s recent (by no means frozen) marinated for 24 hours

Grilled to order (wholesome)

Buyer ready to decide on degree of spice in meals.

Within the UK itself 214 restaurant

Each restaurant is exclusive – individually design

2010 – one of many world’s prime 30 hottest advertising and marketing manufacturers

Weaknesses (W)

Menu updating cycle is simply too lengthy

Much less look after faith and vegetarian costumer

Excessive renting price , mounted price

Comparatively excessive meals value

Well being drawback about grilling meals

Conventional grill meals can’t fulfill all of the costumers.

Doesn't present on-line ordering

Alternatives (O)

Individuals are extra open to experiment with meals now a day.

Fast development in meals business

Worldwide enlargement

Demographic tendencies

Fast financial development

S-O Methods

There are room for extra worldwide enlargement (S1, O3)

Enhance variety of outlet in present market (S1, S5, O1, O2)

Enhance advertising and marketing effort on wholesome meals (S2, S3, O1)

Including new menu gadgets (S3, O1)

W-O Methods

Add extra meals classes (w1 w2 w6 o1)

Add on-line service with house delivering (w7 o2)

Lower the mounted price of the meals (w2 w3 05)

Threats (T)

Energy of competitors.

Rising sale of substitute items. ex- Mc Donald’s low cost hen mayo burger (99p).

Mature/overstored business.

Extra health-conscious shoppers.

Loyalty loved by the current opponents.

Financial downturn.

S-T Methods

Open extra retailers/Develop internationally (T1, T5, S1, S5)

Reduce the product costs (T1, T2, T6, S2, S3, S4)

Begin Dwelling-delivery. (T1, S5, S7)

Enhance advertising and marketing efforts (T1, T3, S1, S5, S7)

Entice extra prospects. (T3, T5, S1, S2, S3, S4, S5, S6, S7)

Improve the meals making requirements. (T1, T4, S2, S3, S4)

W-T Methods

1. Ought to come out with some low cost merchandise to compete with others.(w4,t2)

2. Should use extra wholesome components to draw the well being acutely aware inhabitants.(w-5,t-Four)

three. Have to concentrate on methods to realize extra revenue in financial downturn place(w3,t6)

Four. should include extra vegetarian merchandise to draw the gang.(t1,w2)


Age: 18 – 30 yr outdated (Era y)

Gender: Male and Feminine

Earnings: Average to excessive

Occupation: College students and Younger Unbiased Individuals

Social class: Center to Higher Class

Danger notion: Low threat

Wants-motivation: Sports activities and impartial photos

Model loyalty: Sturdy


Branching (31 nations)

It’s recent (by no means frozen) marinated for 24 hours

Grilled to order (wholesome)

Buyer ready to decide on degree of spice in meals.

Within the UK itself 214 restaurant

Each restaurant is exclusive – individually design

2010 – one of many world’s prime 30 hottest advertising and marketing manufacturers


Essential Success Elements (CSF’s) are the crucial components or actions required for making certain the success of the enterprise. The time period was initially used on this planet of knowledge evaluation , and enterprise


Essential Success Issue (CSF) Advertising and marketing may help Nando’s within the following areas of their enterprise:

website positioning and SEM

Social Media Advertising and marketing

QR Codes

E mail Campaigns

Commerce Journal Promoting

Cell Advertising and marketing

Let’s take the instance of the well-known social networking web site and see the way it can profit Nando’s and the way the model identify could be promoted utilizing the World Vast Net:

Social Media Advertising and marketing on Fb, Twitter, LinkedIn, and many others is big proper now. Fb has over 500 million energetic customers and makes use of a concentrating on system for delivering adverts that works.

Greater than 500 million energetic customers.

50% of energetic customers go online to Fb in any given day.

Common person has 130 associates.

Individuals spend over 70

zero billion minutes per 30 days on Fb.

Common person is related to 80 group pages, teams and occasions

Common person creates 90 items of content material every month

Greater than 30 billion items of content material (internet hyperlinks, information tales, weblog posts, notes, picture albums, and many others.) shared every month.

Greater than 70 translations obtainable on the positioning

Utilizing demographics and geographic evaluation, adverts must be focused to the precise intercourse, age group, metropolitan or nationwide areas – Fb actually delivers. Establishing good campaigns in your wall posts and adverts is essential.. Customized pages will also be constructed itemizing your companies, promotions, and extra. Fb determines the situation of a person based mostly on IP (Web Protocol) addresses, which may help determine the nation or metropolis the place a person is bodily positioned. If a person has listed a present tackle on their profile, they could see adverts focused to that location, no matter the place they're presently positioned. So plenty can simply be reached and model could be promoted simply with the direct method.