Nando's 5p

To define the models of strategy used. the five P's will help us understand Nando's

view.

- Plan: when Nando's was created. the ambition of Brozin was to develop an

international new brand that give the taste of Portuguese chicken around the

world. To achieve this goal. he decided to hire new partners. as Duarte and

Hume. Furthermore. he tried to introduce new markets thanks to local partners

to support the structure but he wanted to have the same culture in all the

restaurants. That is the reason of the creation of the 'Covenant'. distributing in

all stores.

- Ploy: Mintzberg said that 'as plan. a strategy can be a ploy. too. really just a

specific 'manoeuvre' intended to outwit an opponent or competitor'. Following

this idea. the ploy for Nando's is not to face the competitors but to find a

niche. to find weaknesses in the competitors' strategy and to position itself as

strong to compete on this points.

- Position: it is the way to define its strategy in its external environment. As

explained above. Nando's wants to position itself as the best and not the

biggest.

- Pattern: according to Mintzberg. 'defining strategy as a plan is not sufficient;

we also need a definition that can encompasses the resulting behaviour'. To

Differentiate itself from its competitors. the cultural aspect seems to play an

important role overseas. Every manager of outlets has a specific formation.

There is a continuity in the spread oI the culture around the world. even in new

countries which seem not used to the kind of food provided by Nando's. In

addition. the advertising campaign needs to be consistent worldwide.

- Perspective: Nando's wants to develop new stores around the world. However.

Brozin prefers to develop stores first in countries that share five criteria of...