ADV342 Pollo Tropical Geographic Expansion

Part I Pollo Tropical geographic expansion and message development
6 points Background
As a member of the advertising agency team for Pollo Tropical, you have been asked by the client to
expand the Caribbean inspired grilled-chicken brand into more states. Pollo Tropical specializes in
Caribbean-style grilled chicken dishes with more than 150 restaurant locations in the southern states of
Texas, Tennessee, Georgia, and Florida, and 35 plus franchise locations throughout the Caribbean and
Latin America. Expanding into other regions of North America is perceived as critically important to the
growth of the brand.
Pollo Tropical s brand manager, Barbara, recently received an email from her old college friend, Jack.
Jack told her that he and his brother spent the summer in Puerto Rico with their families, and they enjoyed
eating at Pollo Tropical on a regular basis during their visit. Jack, who is a businessman living in
Michigan, asked the brand manager to consider opening franchised stores in Michigan.
Barbara now is considering expansion into the Great Lakes region, but is concerned about a few issues. First, she fears that the region is mostly unfamiliar with the Caribbean influenced food options served by
the brand. As well, the chicken is marinated with flavors not typically found in the Midwest and the side
dishes (rice and beans) differ greatly from most competing chicken restaurants which typically serve
French fries and cole slaw. In addition, she is afraid that the name Pollo Tropical might not resonate with
many consumers. Some members of the brand management team suggested that they may want to
consider using a different brand name in the Great Lakes; others believe keeping the original name can
help build the brand equity in the region.
As the account planner, you are now charged with identifying research needs, bringing the voice of the
customer to the conversation, and identifying key consumer insights. You have to plan first how your
research should proceed to achieve specific research goals. Using the information above, please answer
the following questions:
1. Give examples of information you would seek from the brand manager. What do you need to know
from them to help your promotional team make informed decisions to move forward with research
and brand positioning? Think about information ONLY the company (Barbara) can provide to you.
2. Think about what are the core elements of the situation you must address through research. Then, list
THREE research objectives you would articulate. Make sure to understand how different they are
from decision statements (or campaign objectives).
3. Think about the most important questions that research would address based on the problem provided
in the narrative. What research questions would you ask?PART II Pollo Tropical Brand Extension Product introduction and message development
6 points

Related Posts

Quality Writing Features

Price Start $10
  • 24/7 Customer Support
  • All Subject Areas
  • Money-Back Guarantee
  • Timely Delivery
  • Originality report
  • Confidentiality guaranteed

Ordering Homework Writing Service

You can get our ideal online homework help services with four easy steps. All you have to do is inform us of your requirements. Immediately we will match with a specialist in your academic discipline. After that, we will track your order, review it to ensure it meets your requirements, and submit it to your email.


Submit Requirements

Fill in your assignment instructions on the order form


Writer match

Immediately you contact us for homework help; we will assign your assignment to an academic expert.


Quality review

We have a team of editors, who will thoroughly review your assignment, ensuring there are no errors before submission


Get Your Completed Paper

Once we have completed the assignment, we will deliver it to your account. Additionally, we will send a notification to your email.



Budget-friendly writing services



We don’t share our client’s information with a third party



We write every assignment from scratch

Amazing Homework Writing Features

Once you consult us for homework help online services, you will attest to why we are among the USA's best essay writing services.

Read on and find out some of the features that make our services superlative.

Free Homework Writing Services

Free plagiarism checker

You can confirm that the content you get is original for free using our plagiarism checker.

Free samples

We offer unlimited access to our essay homework samples.

Free title page and bibliography

Once you place an order, we format it accordingly without demanding additional charges.

Free unlimited revisions

We offer free unlimited revisions until your assignment is of your desired quality..

Free editing and proofreading

We have a team of specialized editors who review your assignment before submission.

Free customer support

You can track the progress of your homework for free.

Request for Homework Writing Service Today!

We have over 500 homework writing experts, ready and waiting to help you improve your writing skills