Nandos Marketing Strategy

Definition: Marketing Environment - The term refers to forces and factors that affect a firm’s ability to maintain and build successful relationships with customers. Company Background

Nando’s is originated in South Africa, founded by Fernando Duarte and Robert Brozin. They worked together at Brozin 's father 's electronics business, where Fernando was a technical manager, and Brozin was a markeing manager. Fernando was from Porto, Portugal, and his family had emigrated to South Africa.

In 1987 Fernando and Brozin went to a chicken restaurant, Chickenland in Rosettenville, Johannesburg. Brozin was so impressed with the restaurant 's flame grilled chicken that he proposed the pair of them bought the restaurant. Early on Nando 's adopted its

The employees at most Nandos outlets are very friendly and customer orientated. The chefs that have been employed have clearly been trained so that whichever Nandos you dine at the food (chicken) tatste the same.

Suppliers – The supplier’s behavior directly impacts the company, if the supplier does not deliver on time, this affects the business in a negative way. Lack of quality products equates to the lack of quality food, which leads to customer dissatisfaction.

An increase in raw materials can affect Nandos marketing mix strategy and force price increase.

Shareholders – A company may need investors to grow and they can decide to raise money by floating on their stock i.e moving from private to public ownership. Public ownership can add pressure as investors want a return on their investment and this can lead to selling their stock.

Nandos in the other hand is owned by a South African Family Dick Enthoven and his family.

Media – Positive media can make a product, just as well as negative media can break a product. Companies needs to manage media so that it works to their benefit.

Nandos recently received negative media over their portion sizes, a customer posted a picture of what was supposed to be large chips but the two pictures compared doesn’t match at all. After the customer complained Nandos got in touch and apologized to satisfy the

Price - In terms of price, Nandos is quite affordable. The main chicken course ranges from R50 to R150 however, the price range differs within countries due to the different amount of disposable income and the labor cost along with raw materials in each country.

They offer set meals at more affordable prices in order to entice customers to spend less for more. Promotion - Regarding their promotion strategy, Nandos uses a lot of online tools to position themselve in the digital sphere.

They use direct Marketing on Facebook, Instagram and Twitter (where they have a large following of over 3 million people) with seasonal offers and promotions. They also work hard in giving their customers a unique experience upon every visit. In summary, they differentiate themselves from competitors by promoting brand identity. Distribution - As it is mentioned in the history of the company, Nandos has expanded to 24 different countries since 1987 with a high concentration of outlets in the UK, Australia, Malaysia and South Africa.

When opening a new establishment, they analyse the population, exposure and neighbourhood in order to determine whether or not it’s suitable for the brand image of the