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Red Lobster (kim Lopdrup (President (Took over in 2004 (Chain was…
Red Lobster
kim Lopdrup
President
Americas oldest Full service
casual-dining chain
Took over in
2004
Chain was struggling
In LopDrup's view it needed
an updated concept
It had Lot of Lapsed users
who thought it was a Dated Chain
served cheap, frozen, mass-produced
seafood
In first few years initiated aggressive turnaround programs
Current time
2010
Seeing early signs
of success
Trying to figure out on how t
o ensure sustained growth
Has 25 years of
experience in chain
restaurant field
understands sustained success was difficult in the field
Case Problem Statement
Built on premise of bringing
affordable seafood to mainstream
America
2010
In the last few years
Management tried to take value
proposition beyond just affordability
Freshness was now pillar of
Red Lobsters position
Prices were not raised
Lot of price promotions have
been scaled back
WIth measures taken in affordability still
a right positioning strategy for Red Lobster?
Does is need a new
positioning strategy?
Segmentation study was
conducted in 2008/9
Found a large part of customers
as experimentals (By Consumer Insights team)
Connect with family,
friends, colleagues,
clients
Company was preparing to remodel
its 700 restaurants in next few years
Lopdrup
Should company now focus on experimentals
as primary target customers?
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