CASO BEMBOS

Introduction

Currently BEMBOS has approximately 55 stores strategically placed in Peru, in the principal shopping centers massive and exclusive of Lima and provinces.

Today BEMBOS is the fast food restaurant burgers with the greatest participation in the Peruvian market, leading the market with 55%, followed by McDonald which is in second place, and third place is Burger King.

BEMBOS is characterized by Peruvian flavor combinations from high quality inputs with expressive and innovative locals, generating a good atmosphere to enjoy the best burger on the grill.

The present paper is focused on performing an analysis of the company BEMBOS, in which shows that its differentiation strategy is what allows BEMBOS be a competitive company and leader in the market.

-Powerfull positioned in customers mind 100% beef. -Stores strategically located

-Promotions of menus
-Good customer service -Product standardization, constant innovation and strict food process

The best brand of peruvian hamburgers Problems:

HIGH ROTATION OF PERSONNEL LOW TRAINING IN EMPLOYEES A LONG TIME IN QUEUE

LOW TRAINING IN EMPLOYEES

A LONG TIME IN QUEUE BAD EXPERIENCE

PEOPLE SAYS ( PERCEPTION): I THINK THAT THEY REALLY COOK HAMBURGERS WITH BEEF The problems in the service confronts to the good perception of BEMBOS.

EXCEED EXPECTATIONS

Bembos needs solve its problems in Peru to be more competitive in the rest of the world.

BEMBOS, MUMBAI

The opportunities are exploitable factors that are generated in the external environment of the company low quality of competitors products - Mc Donalds offers cheaper burgers but contain less meat - Burger King offers cheeseburgers combinations, but also contained less meat.

BEMBOS discovered that Lima's upper class could pay a little more but in exchange for more meat and national flavor.

Differentiation Strategy
They focused on their current strengths and implemented the strategy, which is to increase the amount of meat

Create different kinds of burgers with Peruvian flavors, such as A Lo Lomo Saltado, De Rompe y Raja, La nortea. This action allowed them to continue to lead the market.

t h r e a t s

Other threat is Global trend for healthy eating. That leads people to eat less food from the fast food business and at the same time these foods are called junk food which leads to a loss of prestige of the brand.

-Preference -Quality -Competitors

-Services
-Strategy -Promotions

-Grab the attention

-Peak times -Increase customers