CASE STUDY: Please read the following case study about LILOBEE, the Malaysian fast-food company, and answer ALL of the questions that come after. Lilobee Foods Corporation (LFC) is a Malaysian fast-food company. Among the establishment's best sellers are the Yumburger, which is the house hamburger, the Chickenjoy, which is a fried chicken mcal, and Lilo Spaghetti, their sweet-style interpretation of spaghetti. All of these options are offered for affordable prices, an individual meal not exceeding the price of S10. Lilobee has enjoyed a meteoric rise since its birth in 1975. As of this year, Lilobec's internationally recognised brand has a foothold in several markets around the world. The firm operates 14 brands and 4,300 outlets across 20 countries, and its ambitions have yet to lose any momentum. Its expansion programme saw a year of milestones in 2021, with Lilobee opening its first European restaurant in Milan, Italy, in addition to opening its 100th Vietnamese store in carly 2021, making it one of the country's fastest-growing restaurant chains. The firm's upcoming expansion model is focused on three key markets: Malaysia, the US and China. Despite being the largest restaurant chain in Malaysia, Lilobee recognises huge potential for growth in its home country having penetrated only 10% of its cities. Meanwhile, the US and China offer the largest and most lucrative markets in the world. LFC's efforts are supported by their brand acquisition and brand expansion strategies. Lilobee itself is a well- known brand with a menu that has a loyal fanbases in cach of its operational territories. This brand strength is boosted by market-specific acquisitions. In the US, in addition to plans to open more Lilobee outlets, the firm acquired Flashburger which competes, in the emergent better burger' market, with popular joints like The Habit Burger Grill, In-N-Out Burger, and Checker's Burgers. As it gears up to launch a new Mexican concept, LFC is planning to team up with Rick Bayless, award-winning local businessman, to develop the project to fruition. Lilobee's success with international expansion has been compounded by the loyalty of Malaysian customers residing overseas. For many years, word of mouth has been an important marketing tool in regions with a Malaysian presence, particularly in the 34 US stores strategically located to capitalise on high Malaysian populations. Lilobee plans to augment the good faith of its customers with targeted marketing campaigns and focus groups among local consumers. While its core products will remain the same across its operational markets, Lilobee plans to offer region-specific additions to its menu to better cater to local tastes, such as the Saigon Chili Chicken offering in Vietnam, and Chicken Burgers in the US. Moreover, LFC plans to offer reimagined meals for different customer age groups; including a kid's meal, a teenagers' meal, and the usual adult meal, as the brand was criticized for not carrying a varied offering of meals for different customer needs. Despite its strong expansion efforts, the company has noted falling behind when it comes to adopting the emergent technologies and trends in the industry. Therefore, LFC plans on assigning sufficient resources for its digital transformation and investing in the necessary expertise to achieve this. Speaking of further challenges facing the company, the company officials note that with such rapid growth, to the tune of 465 store openings in 20120 alone, LFC recognises that its internal infrastructure must be reinforced to handle the boost in operational volume. "Our challenge is meeting the demands in terms of supply chain, logistics and building our stores, and there remains vast opportunities for growth," it says. "We need to invest in our commissaries and add warehouses to keep supplies closer to the stores, and we are continuing to expand our store network so location is also key to meet the demand." PART A (24 marks): Based on your understanding of the case study above and your studies of the MAKT 421 materials please answer ALL of the following questions. (ILOS: A1, A2, A3, B1, B3, CI, C2, C3, D3) 1. (a) What is LILOBEE's competitive advantage strategy? (b) Justify your answer (4 marks) LILOBEE's competitive advantage strategy Justification 2. (a) What kind of segmentation strategy is LILOBEE following? (b) Justify your answer (4 marks) Segmentation Strategy Justification 3. Based on the information highlighted in this case, (a) conduct a SWOT analysis of LILOBEE. (b) finding at least 2 points for each of the SWOT categories (4 marks) Strengths Weaknesses Opportunities Threats 4. Based on your understanding of the case above and the SWOT analysis that you filled out, (a) What type of strategic focus is LILOBEE following? (b) Explain your answer (4 marks) Strategic Focus Justification 5. From your studies on the situational analysis and your understanding of LILOBEE's business model, what is (a) a possible threat and (b) a possible opportunity that LILOBEE could face if it wanted to introduce its brand and open a branch in Bahrain? Explain both in your own words in 100 words at least (4 marks). Possible Threat 50 words minimum Possible Opportunity 50 words minimum 6. In your studies of the integrated marketing communication, you have understood the 4 main methods to promote a brand (i.c., advertising, sales promotion, personal selling, and public relations). Please (a) explain how you would use each of aforementioned methods to promote LILOBEE in Bahrain, with (b) specific examples (4 marks). Advertising Sales promotion Personal selling Personal selling Public relations PART B (16 marks): ILO: A1, A2, A3, B1, B3, CI, C2, C3, D3, D4 7. Based on your studies of the different types of competitors. (a) give examples of brand, product, generic and total budget competitors of LILOBEE's, (b) explaining your choice for each (8 marks). Type of competitor Examples Reason for choice Brand Competitor Product Competitor Generic Competitor Total Budget Competitor 8. Based on the information you learned about LILOBEE from the case, carry out a strategy canvas of LILOBEE and one competitor of your choosing, listing at least 4 factors that they compete on You can copy and paste this strategy campus on MS paint and fill it out and then insert it in the exam. Alternatively, you can draw it on a paper, take a picture of the drawing and then insert it in the exam (4 marks) High 8. Based on the information you learned about LILOBEE from the case, carry out a strategy canvas of LILOBEE and one competitor of your choosing, listing at least 4 factors that they compete on You can copy and paste this strategy campus on MS paint and fill it out and then insert it in the exam. Alternatively, you can draw it on a paper, take a picture of the drawing and then insert it in the exam (4 marks) High Offerings Low (a) 9. Based on your understanding of the case and the different pricing strategies. What pricing strategy is LILOBEE using? (b) Justify your answer. (2 marks) Pricing Strategy Justification 10. (a) Do you think that it is cthical for LILOBEE to claim in its marketing that it uses organic ingredients to make its sandwiches, while in reality it doesn't actually deliver on these promises? (2 marks). Is it ethical? Justification