The interaction in people that results in the exchange of goods in a particular place forms the market. The exchange may be through a good to another (barter) or a good measured in monetary value. The market places have developed over time that the demand and supply forces have become the significant factors in the valuation of a good. In other cases, some companies are said to be having a say on what the prices and output of the goods and services should be. The notable forces controlling markets zero the markets down to market structure. The market structure comes as a result of firms or industries either being competitive or not and the prevailing circumstances in the competition. The market structure can either be competitive or non-competitive with free entry, fixed output, a fixed number of firms and the control on supply and demand.
Structure of the market
Market structure is the characteristic of various firms producing a similar product based on the organization or competition prevailing in the market (Business jargons, 2016). Market structure has four significant subdivisions in monopoly, oligopoly, monopolistic competition, and pure competition or the competitive market.
Monopoly is a market system that is controlled by one company as the primary produce and the decision-maker in the output and the prices of the goods and services (Team Wall Street Survivor, 2018). The typical example is the Microsoft Company and DeBeers and diamonds. The monopoly market has high barriers in the entry and exit with one firm controlling the market. In this case, some small companies do not operate on or produce the same good as the principal firm. The consumers in this market state have no power on the prices, and they have to part with the prices set by the company
Oligopoly is the market situation where there are a few firms that trade on the same good and highly concentrated. Here the few dominant companies compete and collaborate among themselves to control the prices in the market (Paccagnella, & Molinelli, 2013). Banking and wireless communication companies are significant examples of the oligopoly market in Canada (Invetopedia, 2018).
Monopolistic competition is the market structure in which firms produce different products, but the firms are productively inefficient. The entry into the market is free, that is, it is not restricted, and there are many firms; thus, the demand curve is inelastic (Paccagnella, & Molinelli, 2013). Monopolistic competition is the mixture of the monopoly and the perfect competition market: mini-monopoly and tough competition (BCcampus. (n.d.).
In the perfect competition market, there are several firms with the same product. In this type of market structure, the prices of the market are affected by demand and supply. The entry to this market is not restricted, and the consumers and the providers know the market. The buyers are many, and so are the suppliers (Study.com. (n.d.). The primary example of the perfect competition market is the agricultural market.
A & W food services are a fast-food chain company. The company is one of the best companies offering fast food services in Canada. However, the company still has its strengths, weaknesses, opportunities, and threats (SWOT). In the strengths, A&W Company offers a signature to its products, the excellent root beer, and the burger family is something that can be associated with the A&W Company. Since the takeover of the company, the bright orange and the yellow colors have been the most significant signature of all. The restaurants could be identified distinctively from the others. A&W restaurants also offer an excellent quality of their products, and the company has made the mark in the market with such class. The other fact is the restaurants are all over the country, making it quite easy to access (Rachel, 2018).
The weakness of the restaurants can be for one; having a misleading campaign on their products, high number of employees, high costs of the products whose customers are the middle-income earners and changing the aspect of the drive-in. The restaurant has the opportunities among the youth who are very fond of fast foods, and the have the room for expansion to other areas like exploring the different parts of the world, focus on building the healthy society by developing healthy food options and development in their advertisement through the social media. The threats are the competition from the other companies, MacDonald is the most significant competitor and the other smaller outlets, the rapid changes in the desire for the healthy foods can also be a cause of the alarm and rapid changes in marketing strategies by the big shots like MacDonald (Zigu, n.d.).
Marketing strategy involves the company’s game plan of reaching out to the potential customers and making them one (Paccagnella, & Molinelli, 2013). A&W restaurants made an impact on the growth of the sales in their new product beyond burger introduced through social media. The other method the A&W restaurant’s use is the media. As said by the company’s media agency president, Adrian Capobianco, the second stage of the advertisement of the beyond burger would be in the press (Bree, 2018). According to Bree in her article, A&W uses typically social media on demographic and location approach in reaching to their customers.
Integrated marketing communication
It came as a surprise to many on the approach taken by a&w restaurants in advertising for their new product, beyond burger. That is not all that they have done. The restaurant also became the first North American QSR to opt-out of the use of plastic straws and went for the plant straws. As the campaign for environmentally friendly products is taking the heat, the use of the plant straw has given the restaurant a niche over the others (Bree, 2018). With the addition of quality in the products by the company, a&w restaurants are sailing high. The company introduced the chicken and pork from animals not raised by the use of antibiotics and the eggs from the hens raised on the free animals’ products diet. The quality and the customer experience has worked in to help bolster the sales of the company ( the globe and mail Inc, 2018).
Customer relationship management
A&w restaurants work on the customer satisfaction experience by the help of the Loop mobile. The restaurant offers the customers an opportunity to rate their services through loop mobile questionnaire when you visit the facility. For the customer who is driving through or takes out, they can evaluate their satisfaction through the web-based question while the customers that visit the kiosks or the facility can have the privilege of having the rating using the iPod in the facility. The company has also attempted the commercially available survey systems for the customer feedback; however, that did not materialize due to the sophistication of the order on the location and several demarcation systems. The Loop system, however, has made it easier for the company to have the feedback and act on the problem immediately and also helped in the management of the staff (Hospitality technology, 2013).
A&w restaurants give 2.5% of the gross sales to the national advertising fund. This is for the online advertisement and the creation and airing in the television. The restaurants also have coupons, sales promotion, special discounts, and the limit time menu offering for the customers (A&W, 2018). The company, in its capacity, facilitates the ownership of the burger shops by the students taking accounts and is in the process of seeing 25 millennial owning burger shops by the end of the year 2020.
A&W restaurants have several training programs. There is the franchisee training program which occurs for a minimum eight weeks mandatory for the new franchisees conducted by the food services and a continuation of the training by the business managers and holding of workshops, meetings, and seminars. The company decided on the enrollment of training of the millennial up for the shops grab with a structured training program. The training was about not only teaching about the company and the business operations but also the skills required in business and the basics of working in the company’s restaurant. The training would have seen even the in job practice that would see the trainees earning while training for a period of 6-12 months while waiting for the completion of the shops. The building of the shops is a result of the offer by the company to see the ownership of the shops given to the trainees at a subsidized fee of the initial investment and the company funding the building process (A&W, 2018).
A&W food services are considered the company with the best sustainable environmental goals. The company in its packaging has seen the use of the smaller, sleeve-like packaging contrary to the cardboard boxes that the other companies use. The packagings are reusable and also compostable. The packaging also has about 70% of recycled materials. Another aspect of the sustainable goals is in the quality of the products from the company (AK, 2014). The company has a pure beef guarantee, which is a fee from the hormones, steroids, and preservations. The company selects its cattle from the ranches or deals with the locally ethical and has sustainable practices to maintain their chain of value.
The campaign for sustainable food threw their competitors into the search of sustainable practices in fast foods. Instead of the company going or the campaign like MacDonald’s case of the quest for sustainable beef, the a&w knew what to do and went for the quality for sustainability(Ak, 2014). The company also has provided the pork and the chicken from the animals not raised on antibiotics and the eggs from hens raised from the animals’ products (Bree, 2018). Sustainability is in fact one of the main factors that make the a&w food services be above her competitors.
The company faces competition not just in the sense of the company to company, competition exists in the smaller aspects of the quality of the products, the service speed, the attraction of the facilities, the marketing effectiveness and the development of a new product. The makes the competition as not just the a&w company against the other company as a whole but the competition begins with the foodservice operations within the geographical locations that include the coffee shops, the pizza parlors street vendors restaurants and even the supermarkets. The main competitors of a&w food services are; MacDonald, Wendy, Harvey and Burger King (A&W, 2018).
Ethics of the company
A&W food services are walking the talk. The company became the first major QSR and the only North American major burger chain to commit to quality through the sustainability of its products. It is committed to the quality of the ingredients that it uses for the production of its food. The company is committed to create a sustainable environment by the services they offer; the better packaging and the use of the plant straws are just examples. In 2012 in one of the meeting the vice president to the company said that even without a single additional of the consumers to the facilities they would have still be the changes in the products (Kostuch Media Ltd, 2015).
The quality and the good work make their customers even more faithful. The case of the grandpa who won’t think twice about the company and they grew in love with the company products. The multifaceted approach to the franchising made the quality be sustained. Having the franchise that knows about the business skills and the funds for the job makes it just better than any other.
The involvement of the community has made the company has more ethos in their work than any other. The regional representatives meet twice a year for the consultation with the locals. The company gets the views of the locals and this helps the company in building steps further. The satisfaction of the franchises and the employees is undeniable the ethos about the climate goals by the company (Kostuch Media Ltd, 2015). The company is committed to the sustainable environment and the work can be seen in their every aspect. The demand for the products rose and it is only by the standards of the company’s ethics that this is achieved.
A&W food service is a company in an oligopoly market structure. The company has a few competitors and they have raised the bars to high for the entry in the market. The company, however, has some ways of getting the community own the shops through franchises but bearing the company name. The company has worked on its ethics and marketing making it one of the most preferred places for the fast-food products. The company made it possible to have a sustainable environment by making it their work to incorporate the greens and the composable materials in their use.
The company boasts about the faithfulness in customers and the pride in the community as a result of the involvement of the community in the decision making. The employees and the franchises are a happy lot in this company due to their security on the decision making. The trainings the company offers to the people makes them the favorite in the quality deliverance.
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