Red lobster case study slideshare

Therefore, by staying on its current strategy Red Lobster would be able to generate higher revenue and to become a major player in the sea food industry. Red Lobster, 40-year-old chain of seafood restaurants, has just completed a market study to identify opportunities to change their target customer segment.

Red Lobster should continue its going strategy together by attracting experiential segment group without making any change. The management should not change its current strategy as it has proven to be successful, however, the management of Red Lobster could include some component that could help the company to attract the experiential.

Red Lobster, 40-year-old chain of seafood restaurants, has just completed a market study to identify opportunities to change their target customer segment. The chain is in the final stages of the 10-year plan for the rejuvenation of the General Director Kim Lopdrup.

The study reveals the new customer segment, Experiential, who were the prospect for the company and expected as the best customers for a casual dining chain. Experiential also considered as the most profitable customer segment. Therefore, in order to get the better results, Lopdrup wanted to respond appropriately to this segmentation study.