The aim of this assignment is to provide an analysis of Goody’s S.A., the leading fast food chain in Greece, from a strategic marketing perspective. After briefly presenting the profile of the company, the assignment analyzes the external and internal environment, paying attention to the factors that affect their business, as well as the sources of its competitive advantages. Following these, a hypothetic case is analyzed, whereby a new low-cost retailer enters the fast-food industry in Greece.

The scenario of the case discussed in this assignment suggests, a new low-cost retailer enters the fast-food industry in Greece, which obviously affects the business of Goody’s. Within this context, there are two ways in which the company could respond. The first is to continue following a differentiation strategy, focusing on the different nature of the products it offers, compared with the low-cost competitor (as well as other competitors). According to this strategy, companies offer products and services, or product and service features that consumers perceive as unique (Gamble et al., 2010). More specifically, and also taking into consideration Greek consumers’ emphasis on eating healthy foods, the marketing campaigns of Goody’s shall emphasize on the fact that the food products offered by the company are made of fresh and high-quality materials and ingredients, and for this reason their cost is higher than that of low-cost competitors, and the new one that has emerged in specific. 

https://www.academia.edu/7757721/Strategic_Analysis_of_Greek_Fast_Food_Industry_Goodys_SA_case_study

Article Strategic Analysis of Greek fast food industry: Case study o...