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Review of Marketing Goals and Objectives
Jamie’s Italian as a network of restaurants was launched around the strategic goals of broadening the geographical scope and creating a clients’ multinational population. The goals of expanding geographically and pursuing the building of a celebrity-led gastronomy brand were initially prioritized. However, as the latest collapse of Jamie Oliver’s UK-based restaurants occurred, the functioning restaurants are aimed at maintaining business performance despite debts (Farrell, 2018). Remaining fresh and relevant to the audience are the goals that drive the internal culture of the company and influence the marketing strategies.
Review of Current Marketing Strategy and Performance
The disruption in the international restaurant chain induced a shift in the marketing strategies of Australian restaurants. In the traditions of postmodern marketing, Jamie Oliver’s marketing strategy is developed around his personal brand and an image of an icon whose popularity and expertise contribute to the company’s performance (Schneyer, n. d.). According to Rossolatos (2019), Oliver’s strategy of using Italy and Italian cuisine as the displaced brand allows for reaching more market segments and building a global brand. Since the main reasons for the collapse of the UK business were “food costs, rising rent, stiffening competition and changing consumer habits,” these are the issues that are addressed within the current marketing strategy and performance (Smith, 2019, para. 12).
Review of Current and Anticipated Organizational Resources
The firm’s current organizational resources are limited due to the collapse in the UK. As research shows, the restaurant chain owner contributed his personal assets to assist his business (Smith, 2019). Although the Australian facilities operate in the usual mode, the effects on the brand’s image might be observed in the future. Therefore, it is necessary to review the resource-related strategy to maintain Australia-based restaurants’ current level of performance.
Review of Current and Anticipated Cultural and Structural Issues
Overall, as derived from the brand and celebrity image, the corporate culture is favorable and contributes to the firm’s popularity among various segments of the target market. The quality of food, the emphasis on Italian cuisine traditions, and the affordability of restaurants services at Jamie Oliver’s firm constitute a powerful corporate culture. However, in the light of the latest disruption in the UK-based businesses, it is important to contribute to the considerations of structural empowerment, such as strengthening the ownership of Australian restaurants by Hallmark to eliminate the threat of consecutive collapse based on consumers’ changing attitude.
Farrell, S. (2018). Not so fresh: why Jamie Oliver’s restaurants lost their bite. The Guardian. Web.
Rossolatos, G. (2019). The supplement at the… sau (r) ce: On Jamie Oliver’s global brand identity. Journal of Place Branding and Public Diplomacy, 1,1-17.
Schneyer, F. (n. d.). Brands, food, and communities [PDF file]. Web.
Smith, S. (2019). Collapse of celebrity chef Jamie Oliver’s restaurant empire ‘isolated’ to UK. The West Australian. Web.
Newsom, J. S. (2011). Miss representation [Film]. Girls’ Club Entertainment.