MKT264: Jasmi’s Corporation W.L.L. Case Study

Jasmi’s, a Bahraini fast-food chain established in 1986, has become an iconic brand known for its distinctive yet affordable sandwiches and burgers. Despite facing competition, it maintains profitability by understanding and satisfying customer demands. To adapt to changing preferences towards healthier options, Jasmi’s reshuffled its menu, introducing salads and grilled sandwiches alongside its traditional offerings.

Q1: Value Proposition and Customer Satisfaction a) Jasmi’s value proposition lies in offering affordable yet distinctive food options tailored to customer preferences. b) This contributes to customer satisfaction by providing quality, affordable meals that meet their evolving preferences, ensuring a positive dining experience.

Q2: Growth Strategy a) Jasmi’s can pursue a diversification strategy by expanding its portfolio to include related or unrelated businesses such as food delivery services, catering, or packaged food products. b) Diversification involves entering new markets or industries to minimize risk and maximize growth opportunities. c) This strategy allows Jasmi’s to leverage its brand equity while exploring new revenue streams, mitigating risks associated with reliance on a single market.

Q3: Consumer Decision-Making Process a) Awareness: Jasmi’s can leverage social media and local advertising to increase brand awareness. b) Consideration: Offering discounts or loyalty programs can influence customers to choose Jasmi’s over competitors. c) Purchase: Ensuring convenience through online ordering and delivery services can facilitate purchase decisions.

Q4: Marketing Mix Analysis

• Product: Jasmi’s offers a diverse menu, catering to various dietary preferences.
• Price: Competitive pricing ensures affordability while reflecting quality.
• Place: Strategic locations and online platforms facilitate accessibility.
• Promotion: Utilizing social media, loyalty programs, and discounts to enhance brand visibility.

Q5: Brand Development Expanding into new restaurants diversifies revenue streams and strengthens brand presence. Venturing into luxury furniture retailing diversifies risk but requires careful brand positioning to maintain authenticity. While expansion offers growth opportunities, it also poses risks such as diluting brand identity and operational challenges in managing diverse businesses.