C204 Marketing Proposal College of Business Information, Western Governors University (14pages)

A1. New Products Grillers is a restaurant that specializes in steaks, burgers, ribs, and any other meat you enjoy cooking on the grill. Not to mention their always-fresh, all-you-can-eat salad bar. They first opened their doors in Oklahoma City in 1958 and have made a name for themselves as an affordable family steakhouse. Soon after opening, Grillers registered as a franchise, and stores started opening up all over America. In 1972 they entered the global market and opened their first store in Sydney, Australia. Since then, they have opened up stores in Europe, Asia, and South Africa. Unfortunately, like many other customer service companies, they took a massive hit in 2020 due to COVID-19 and are looking for new ways to increase revenue on a global scale. They would like to explore two avenues: pre-packed ready to grill and serve meals (RGS-Meals), as well as adding keto options to their menu. In March 2020, South Africa went into “a nationwide military-patrolled lockdown” (Aljazeera, 2020) and only eased up on restrictions in August 2020, nearly five months later (Harding, 2020). All restaurants had to shut down during this period, and many people lost their jobs. South Africa is a nation that lives to grill, or “braai” as they call it. For this reason, Grillers are eager to test their new products in South Africa. A1a. Need and Existing Global Market Market research collects information to assist with formulating an analytical business decision before investing time and money into a new venture. It aids in determining the target market, the needs and desires of the customers, possible venture opportunities for specific stock