1) Case Brighton focuses on strengthening the Regency restaurant to better satisfy the needs of the Chinese segment in Brighton. 2) The objectives are to differentiate from competitors and increase sales over 2 years. Key opportunities include catering to Chinese customers seeking top seafood restaurants and promoting the restaurant through shared photos online. 3) A PESTLE analysis identifies relevant political, economic, social, technological, legal, and environmental factors to consider, along with a strategic triangle diagram analyzing differentiation, relationships, and decreasing relationships with other restaurants.

1. Case Brighton
Pablo de Vicente

2. VMOST
• Mission: Satisfied the needs and desires of Chinese Segment.
• Vision: Strengthen ourselves in the area and be achieve as the
best top restaurant by reference in Brighton.
• Opportunities: The need of Chinese people who want to go
into the top restaurants in Brighton to eat seafood and share it in
the website. We have that place.

3. OBJECTIVES
• differentiate us from the competence.
• Increase sales in a period of 2 years.

5. Politic
Economic
Social
Technological
Legislation and regulation
Currency exchange
Demographic change
Internet
Taxation
Price, inflation
Environmental issues
Global distribution
system
Politic stability
Globalization
Lifestyle developments
Social networks
Be aware of Strikes and
war
Industry ownership vertical and
horizontal integration
Culture and religion
I+D

6. Strategic Triangle
“Good isn’t good enough, when better is expected.
OR when your competitor is better.
Increase Relationship
Differentiation
1)
2)
3)
1)
2)
Best value restaurants
TRULY and value
Local fresh Fish
3)
4)
Food: fresh and fishy
Atmosphere:
lively
and
cosmopolitan
Service: extremely, friendly
Value: good"
Decrease Relationship
Other restaurants places offer a product of outstanding quality and efficiency for travellers BUT ONLY
REGENCY HAVE WHAT YOU WANT FOR SURE.
Do you really think that you will be faster than a bear?
I only want to be faster than you!

7. Seafood + share pictures = SELL
Top restaurants in Brighton
ALL SAME TIME
FANTASTIC VIEWS
Regency has won national acclaim
Food: fresh and fishy,
FRESH FISH
Fish n’ chips
Atmosphere: lively and cosmopolitan
Service: extremely friendly
Value: good"
Other top restaurants
Chinese Restaurants
Generous seafood
Change of style
More international guests
Chinese Segment
1,2,3 Theory
Product
Price
Yield / Revenue
Management
Promotion
Place

8. Remember, to apply the three Matrix
Same Segment
New Segments
New products
I+D
International guests
Same products
Fish n’ chips
Seafood + share
pictures = SELL
Seafood
Same time
Market Share
Growing Rate
1) Why is this product here?
?
-
2) Implications of being here
3) Most possible / logical movements

9. Margin
Popularity Index
?
1) Why is this product here?
2) Implications of being here
3) Most possible / logical
movements.
What do YOU do (4P’s) in order to
stop, start or give momentum to them?

10. ACCOUNTING SEGMENT

11. My own 1,2,3…


13. ??
MATRIX WHAT IF?
Probability
+
Change the guest segment
from Spanish to Chinese
Technological procedures
Tool used Baidu and Webo
Impact
With the 4p’s we analyse
positive and negative aspects
-
City guide free with our
menu and photo share

14. MATRIX WHAT IF?
Probability
Segment:
I
M
P
A
C
T
Global Warming:
The regency segment is starting to
have the same segment and this affect
other types of segment.
Also the style of regency is not so
actual and for this not too much
people are involved.
Brighton due to the global warning is
losing every day a quantity
of fresh fish according to rules of the UK