Jillene
Middleby is a company that produces cooking equipment for restaurants. It is has primarily focused on fast food restaurants including Papa John's and Taco Bell. Middleby is considering going into the casual dining market with their equipment. With this change would they would provide more equipment for casual dining restaurants that would make things more efficient. In fast food markets, those restaurants tend to use similar equipment and only a few items. By expanding into the casual dining, Middleby will provide restaurants with more diverse equipment. One of the differences would be the types of cooking equipment they provide. A casual dining restaurant typically has more variety of food to offer so they need more types of equipment to make it. A fast food restaurant primarily focuses on one thing, i.e., pizza, burgers, tacos, etc.
I believe this would be a great move for Middleby. It appears that they are already well recognized in the fast food industry so it seems like a natural jump into casual dining. They will generate more profits and help restaurants become more efficient. I think this could only lead to better things for the company.
Unit I Discussion
Read the case study, "The Middle by Corporation," on page 31 of your textbook. As stated in the case, Middleby is exploring the possibility of adding casual dining chains to its targeted base.
• Discuss the differences they might encounter from their current target market of fast food restaurants to this new target market.
• Do you believe that this is good move on their part? Why, or why not?
This article explains the importance of moving on from the traditional sales funnel concepts.
Unit II Discussion
Select a business-to-business company, and discuss the segmentation strategies that they might utilize as they identify their target market.
• Explain why you believe this is the most relevant target market for this company.
• What types of strategies are they using to reach this target market, and what strategies can you recommend in the future?
• In the interest of maintaining diversity within the discussion forum, please select a company that has not yet been discussed by a fellow student.
Attachment:- Hubspot.rar