Stakeholder Mapping for Oporto

Introduction

The company Oporto is the popular fast food restaurant that offers different varieties of food items like Burger, grilled chicken, Desserts and many others. The different stakeholders of the company are customers, suppliers, employees, franchise and also some of the non-governmental organization or NGOs. The company is mostly depending on the stakeholders like existence of it is depending on the single customer.

Marketing related issues

The company Oporto is having most of the operational restaurants and company used to get high percentage of customers in the store. Now since after COVID-19 crisis dine in restaurant is illegal for now and thus the marketing must needs to done only for home delivery and take away. These has reduce the number of customers as most of them used to visit in the store for sharing special moments with friends and families and company gets better response from marketing. But now since the government has announced gathering to be illegal because of this health crisis, thus company can have reduction in customer database and also limitation in marketing as most of them like to have home prepared food and also has not returned to pre-COVID routine.

Stakeholder theory

According to the stakeholder mapping there are basically three different groups of the stakeholders that are Internal, connected and External. The stakeholder is the group of person or an organization that gets affected by what the company does. The internal stakeholders are directors, managers and employees who have direct economic relationship with the company. The external stakeholders are Governments, media and others. The stakeholder theory is necessary as it analyze which stakeholder has the direct control over the issues of company. It also evaluates the tension that exists among stakeholders and the company like whether it is because of poor supply of suppliers that creates poor relationship within company and suppliers at the time of crisis (Kull et al. 2016).

Stakeholder Map

Stakeholder description

The different stakeholders of company Oporto are

Customer: The customers are considered to be the external stakeholder of fast-food companies like Oporto. The success of fast-food business is mainly dependent on the existence of every single customer it serves. The company had served over 10.2M Bondi Burgers a year which increase its customer database. There is also high demand of grilled chicken that is prepared by the company by the customers which enhance the relationship between both the categories.

Employee: There are approximately more than 3000 employees working in the company Oporto. The employee is the forefront of the operations of Oporto and also the satisfaction of customer is depending on the friendly as well as the professional services of staff.

Supplier: Oporto works with a number of suppliers to get both food as well as non-food items so that they can run the operations smoothly. Oporto maintains trusted and positive policies for supply chain as the poor delivery of raw materials might affect this relationship.

The other stakeholders of the company Oporto are CEO or director Adrian Pinazza and also government who regulate the rules for different operations of company and media which assists the business in production of services (professionalacademy.com, (2020).

Stakeholder Analysis

The tension that might occur in between stakeholders and Oporto Company is that the company is unable to pay full salary to the entire employee as because of limitation in operations at the time of COVID-19 crisis. As the food sectors are mostly dependent on the daily operation and thus because of this crisis they don’t have enough expenses to pay full salary to every employee. This impacts the job-satisfaction of customer and they can post a bad review on the services which can reduce the growth of company. The suppliers also unable to supply raw materials properly and thus there are many deliveries which are failed to reach in time to customer.

The customers, employee, Directors, media and Government are having direct control over the business marketing. The customers can control the growth of marketing and also manage the revenue of company Oporto by purchasing items even at the time of crisis. The employee can able to work from their respective places and generate leads and implement strategy so that the delivery process can be improved and customers can be retained in such a critical situation. The social media can be helpful in assisting the entire promotion and Directors can manage the relationship with employee and discuss better strategy for getting more reach-ability even at the time of crisis. The Government imposed certain rules in COVID-19 crisis which might impact the marketing activities that are performed by company (oporto.com.au, 2020).

Conclusion and Recommendation

Thus the company Oporto has to make the business more adaptable so that they can deal with such a crisis and for that it needs the full support from different stakeholders like customer, employee and suppliers who are associated with business. The recommendations which can be provided are

The management of the company Oporto needs to discuss with the employee that they are facing financial crisis and now they need full co-operation from every staff. The company can also promise to add salary which is not paid now as an incentive in future to those who continue to work.

The company must obey all the government rules and add some useful contents in the social media marketing pages which helps them in standing unique to other competitors like if customer buy one item then they can get extra one free to increase the sales. The company also needs to track delivery time and see if that is effecting the customer satisfaction or not.

Reference List

Journal

Kull, A.J., Mena, J.A. and Korschun, D., 2016. A resource-based view of stakeholder marketing. Journal of Business Research, 69(12), pp.5553-5560.