C204
Marketing Proposal
College of Business Information, Western Governors University
C204
A1. New Products
Grillers is a restaurant that specializes in steaks, burgers, ribs, and any other meat you
enjoy cooking on the grill. Not to mention their always-fresh, all-you-can-eat salad bar. They
first opened their doors in Oklahoma City in 1958 and have made a name for themselves as an
affordable family steakhouse. Soon after opening, Grillers registered as a franchise, and stores
started opening up all over America.
In 1972 they entered the global market and opened their first store in Sydney, Australia.
Since then, they have opened up stores in Europe, Asia, and South Africa. Unfortunately, like
many other customer service companies, they took a massive hit in 2020 due to COVID-19 and
are looking for new ways to increase revenue on a global scale. They would like to explore two
avenues: pre-packed ready to grill and serve meals (RGS-Meals), as well as adding keto options
to their menu.
In March 2020, South Africa went into “a nationwide military-patrolled lockdown”
(Aljazeera, 2020) and only eased up on restrictions in August 2020, nearly five months later
(Harding, 2020). All restaurants had to shut down during this period, and many people lost their
jobs. South Africa is a nation that lives to grill, or “braai” as they call it. For this reason, Grillers
are eager to test their new products in South Africa.
A1a. Need and Existing Global Market
Market research collects information to assist with formulating an analytical business
decision before investing time and money into a new venture. It aids in determining the target
, market, the needs and desires of the customers, possible venture opportunities for specific stock
items, and how to influence the customer’s attitude and buying patterns (Pride & Ferrell, 2012).
To gather the information for Grillers’ Marketing Proposal, I required both qualitative and
quantitative data. Qualitative data to determine if there is a need for the new products, and
quantitative data to establish an existing global market. I collected both primary and secondary
data. For secondary data, I used government data sources, and for preliminary data, I used
current-event news articles and market tests.
Government Sources
The South African government signed the “Open Government Declaration” in 2011 to
provide the people more transparency into what their leaders and institutions are doing. The
South Africa Data Portal and OpenAFRICA contained data sets that included labor, business
political and social studies, surveys, transportation, developments, and weather. These data sets
provided easy and cost-effective access to secondary information. Unfortunately, I do not know
how up-to-date the information is. Governments do not monitor these databases regularly.
However, it still provides a decent generalization of what the situation in the country is like and
is it a good source for exploratory research. Exploratory research assists in providing a better
understanding of the situation.
Current-Event News Articles
News articles can provide either primary or secondary information. It depends if the
writer is providing a first-person account and reporting on current events or if the writer is using
past events to add more depth to the article. Current-event news articles provide updated
information on current affairs within a country. They can include eye-witness accounts, business
statistics, the prevailing political climate, and up-to-date stock market data. News24 is “South
Africa's premier news source, provides breaking news on national, world, Africa, sport,
entertainment, technology & more” (Feedspot, 2021), while BusinessTech is a news source that
Marketing Proposal
College of Business Information, Western Governors University
C204
A1. New Products
Grillers is a restaurant that specializes in steaks, burgers, ribs, and any other meat you
enjoy cooking on the grill. Not to mention their always-fresh, all-you-can-eat salad bar. They
first opened their doors in Oklahoma City in 1958 and have made a name for themselves as an
affordable family steakhouse. Soon after opening, Grillers registered as a franchise, and stores
started opening up all over America.
In 1972 they entered the global market and opened their first store in Sydney, Australia.
Since then, they have opened up stores in Europe, Asia, and South Africa. Unfortunately, like
many other customer service companies, they took a massive hit in 2020 due to COVID-19 and
are looking for new ways to increase revenue on a global scale. They would like to explore two
avenues: pre-packed ready to grill and serve meals (RGS-Meals), as well as adding keto options
to their menu.
In March 2020, South Africa went into “a nationwide military-patrolled lockdown”
(Aljazeera, 2020) and only eased up on restrictions in August 2020, nearly five months later
(Harding, 2020). All restaurants had to shut down during this period, and many people lost their
jobs. South Africa is a nation that lives to grill, or “braai” as they call it. For this reason, Grillers
are eager to test their new products in South Africa.
A1a. Need and Existing Global Market
Market research collects information to assist with formulating an analytical business
decision before investing time and money into a new venture. It aids in determining the target
, market, the needs and desires of the customers, possible venture opportunities for specific stock
items, and how to influence the customer’s attitude and buying patterns (Pride & Ferrell, 2012).
To gather the information for Grillers’ Marketing Proposal, I required both qualitative and
quantitative data. Qualitative data to determine if there is a need for the new products, and
quantitative data to establish an existing global market. I collected both primary and secondary
data. For secondary data, I used government data sources, and for preliminary data, I used
current-event news articles and market tests.
Government Sources
The South African government signed the “Open Government Declaration” in 2011 to
provide the people more transparency into what their leaders and institutions are doing. The
South Africa Data Portal and OpenAFRICA contained data sets that included labor, business
political and social studies, surveys, transportation, developments, and weather. These data sets
provided easy and cost-effective access to secondary information. Unfortunately, I do not know
how up-to-date the information is. Governments do not monitor these databases regularly.
However, it still provides a decent generalization of what the situation in the country is like and
is it a good source for exploratory research. Exploratory research assists in providing a better
understanding of the situation.
Current-Event News Articles
News articles can provide either primary or secondary information. It depends if the
writer is providing a first-person account and reporting on current events or if the writer is using
past events to add more depth to the article. Current-event news articles provide updated
information on current affairs within a country. They can include eye-witness accounts, business
statistics, the prevailing political climate, and up-to-date stock market data. News24 is “South
Africa's premier news source, provides breaking news on national, world, Africa, sport,
entertainment, technology & more” (Feedspot, 2021), while BusinessTech is a news source that
