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EQUILIBRIO ENTRE
ESTANDARIZACIÓN Y
DIFERENCIACIÓN
RESTAURANT
MATERIA: FUNDAMENTOS DE MARKETING.
DOCENTE: PhD Roberto Catalino Perez Llanes.
Integrantes:
Sebastián Ameller.
Álvaro Toya...
Preguntas para análisis:
1.- ¿Cómo segmentay direccionaDarden el mercado de cenas formales? Utilice
toda la gama de variab...
 Demográfica, Nivel de ingreso: Se dirige a las familias de clase media para
adelante ya que cuenta con platos a precios ...
solución que tendría , ya que expandirseno es aconsejabledebido a la disminución
de los consumidores, seria quitarle a los...
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Darden Restaurant, Fundamentos de marketing.

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Darden Restaurant, Fundamentos de marketing.

  1. 1. EQUILIBRIO ENTRE ESTANDARIZACIÓN Y DIFERENCIACIÓN RESTAURANT
  2. 2. MATERIA: FUNDAMENTOS DE MARKETING. DOCENTE: PhD Roberto Catalino Perez Llanes. Integrantes: Sebastián Ameller. Álvaro Toyama . Orlando Romero.
  3. 3. Preguntas para análisis: 1.- ¿Cómo segmentay direccionaDarden el mercado de cenas formales? Utilice toda la gama de variables de segmentación en su respuesta. Darden Restaurants quería encontrar el punto medio entre el concepto de un restaurantde comida rápida y uno de comida gourmet para todossusrestaurantes. Inició con la cadena de restaurantes Red Lobster como base de su idea. Luego fue ampliando a distintas cadenas con las mismas características y procesos, como ser, Olive Garden, LongHorn SteakHouse, Bahama Breeze, etc. Olive Garden:  Segmentaciónconductual, Beneficios:Centra a la familia como consumidor principal, con su famosa frase“Cuando estás aquí, eres de la familia”, busca dar un ambiente cálido y acogedor a cada comensal que entra a sus establecimientos. Ya que consideran igual o más importante que el alimento físico, al alimento espiritual, ya que este se queda con los consumidores mucho más tiempo de que salen por la puerta.  Demográfica, Nivel de ingreso: Se dirige a las familias de clase media para adelante ya que cuenta con platos a precios accesibles. Red Lobster:  Piscográficas,Estilode vida: Red Lobster tuvo la necesidad dehacer cambios organizacionales y estructurales. Sus cambios principales fueron en el menú que promocionaban, actualizándolo con un concepto llamado “salud invisible” en busca de cambiar la concepción de una choza que solo vendía pescado frito, que tenían sus clientes acerca de sus establecimientos.  Demográfica, Nivel de ingreso: Se dirige a las familias de clase media para adelante ya que cuenta con platos a precios accesibles. LongHorn SteakHouse:  Psicográfica, Origen y Beneficios:Ésta cadena de restaurantes busca hacer sentir al cliente que se encuentra en la casa de un ranchero del oeste, atendiéndolo deformaamable y atenta para queserelajey saboreeuna gran comida. Empezó principalmenteen la zonaeste delos estadosunidosy luego fue ampliándose hacia el Oeste.
  4. 4.  Demográfica, Nivel de ingreso: Se dirige a las familias de clase media para adelante ya que cuenta con platos a precios accesibles. 2.- ¿Ha diferenciado y posicionado Darden sus marcas eficazmente? Explique. Sí, porque cuenta con restaurantes totalmente distintos, desde sus platos de comida, hasta las características propias de cada local de restaurante. Olive Garden como un restaurant de comida italiana que busca hacer sentir al cliente como parte de su familia con un ambiente acogedor. LongHorn SteakHouse como un restaurante de carnes al asador que busca que el cliente sienta el estilo de vida del Oeste, acomodando sus restaurantes como una casa típica de un ranchero. Red Lobster, como una opción entre los restaurantes de comida rápida y los restaurantes exclusivos de mantel blanco, proporcionando un menú de mariscos y pescados implementando un concepto llamado “salud invisible”. 3.- A pesar de los esfuerzos de Darden por estandarizar entre sus marcas han contribuido a su éxito, ¿cómo podrían fracasar tales prácticas? Darden a logrado un equilibrio entre la estandarización y la diferenciación, estandarizando sus procesos y sistemas de información, pero manteniendo una diferenciación clara tanto en el tipo de comida que sirven, como la atención que le dan al consumidor. Si llegasen a estandarizar dichos servicios, la comida y la atención, diríamos que todos los restaurantessoniguales pero con diferente nombre.Podríamosdecir que vamos a un Red Lobster que vende pastas al estilo italiano, o un Red Lobster que vende carne asador estilo del Oeste. 4.- Dadas las condiciones actuales, ¿Darden Restaurants continuará dominando el mercado? ¿Por qué sí o por qué no? Al caer un 16% el porcentaje de la población que decide comer comidas formales, las cadenas de restaurantes de Darden está perdiendo potenciales consumidores. Además de la llegada de múltiples competidores tanto locales como extranjeros, le quitan gran cantidad de la cuota de mercado, por lo tanto, la única o más viable
  5. 5. solución que tendría , ya que expandirseno es aconsejabledebido a la disminución de los consumidores, seria quitarle a los competidores su participación en el mercado. De hecho, el 2014 Red Lobster dejó de formar parte de la familia de Darden Restaurants al ser comprado por Golden Bridge CO por 2,1 billones de dólares , debido a que Red Lobster tuvo que reestructurarse para ajustarse a los consumidores y ésta reestructuración se salió de presupuesto, por lo que Darden Restaurant tuvo 2 opciones. La primera, transformar los restaurantes Red Lobster en restaurantes Olive Garden o, la segunda, ponerlo en venta. 5.- ¿Qué recomendaciones haría usted que ayuden al crecimiento futuro de Darden? Al disminuir el porcentaje de consumidores de comida formal, Darden Restaurant podría crear restaurantes Express de sus cadenas ya existentes. Todo esto para facilitar y poner a disposición la variedad de platos a base de mariscos, pescados, pastas y carnes que poseen a todos aquellos consumidores que prefieren una comida rápida.

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