Company Project

Executive Summary

In this report, the motive is to lime light the marketing and competitive strategies of TRG Concessions, which is a business division of The Restaurant Group, plc. There are almost 400 restaurants and pub restaurants of The Restaurant Group plc, and the Concessions division trades almost 50 outlets mainly in UK airports. Other principal brands of The Restaurant Group plc include Chiquito, Frankie and Benny's, Brunning and Price, Garfunkel's, and Home Counties Pub Restaurants. This research paper highlights only the Concession division of The Restaurant Group plc. TRG Concessions division is a market leader, and has its operations spread in the UK's busiest shopping centers and airports. By highlighting the trends in TRG Concession's 15 years history, the focus would be given on the company's standing in the market. Further, analysis of market environment with the help of Pest and Porter's models is done in order to know the market structure and forces. Marketing strategy of TRG Concessions is also analyzed to know the market segments of the company, its target market, and the positioning strategies. Moreover, the marketing mix is also discussed. On the basis of tactics and strategies adopted by the company, conclusions are drawn, as well as, recommendations for future developments are also given. In the end, it can be concluded that proper application of marketing and competitive strategies can make an organization market leader. TRG Concessions are very well applying the marketing and competitive strategies. The current stock price of GBp 292.5 reflects its strong influence in the market. A 7 percent growth in revenues and a 14 percent growth in Earnings per share of the company show its current market standing in the industry. Moreover, strong brand name is something that can benefit them in future years as well.

Introduction

An important part of any company's marketing and competitive strategy is derived from many other factors and aspects of market. There are numerous positive, as well as, negative forces and conditions prevail in the market for every business. The need is to tackle smartly with them, get benefitted from the positive ones, and stay safe from the affects of negative ones. This research project also intends to discuss the marketing and competitive strategy of TRG Concessions. However, gathering this knowledge related to the strategic analysis is sometimes uncertain or incomplete. Data regarding the company's environment, its suppliers, or competitors, may be missing most of times, so it is sometimes difficult to uncover detailed information and take all area into account. Hence, in this research project, the focus is given on all those areas for which availability of data was not a significant concern, and most of the information was available on the company's websites.

The company

TRG Concessions operates in the UK's busiest shopping centers and airports. It is a market leader having 15 years of experience of working with airport partners in order to deliver enhanced customer satisfaction and business profitability. The development and delivery of distinctive brands is the core key of TRG's ...