The aim of this research is to identify strategies for differentiating Kebabs Salateen within its market. The head office of Kebabs Salateen is in Auckland. The company, Auckland Kebabs Limited, was formed in 2014 in Auckland. The original Salateen in Hamilton was in a building on Ward Street, but unfortunately, it was shut down due to safety concern. After 16 months Auckland Kebabs Limited talked to the old Salateen owner, and with his consent, Auckland Kebabs Limited opened the business in Ward Street and kept their old name to attract customers.
This study investigates Kebabs Salateen’s internal and external factors. In this research, SWOT, PESTLE, and a competitor analysis of Kebabs Salateen have been completed to identify strategies used in the business.
As part of this study, qualitative methods and a convenient sampling method were used. Interviews were taken from customers and employees of Kebabs Salateen to identify customer and employee satisfaction. Primary data was gathered, and secondary sources of data were used to analyse the current situation at Kebabs Salateen.
Different strategies were identified and applied in different areas of the business, such as organisational structure, competitive advantage and customer analysis in Kebabs Salateen. The study also identified some direct and indirect competitors of Kebabs Salateen. The analysis of the result included different strategies in business and how these strategies can fit in other areas of the research. According to the findings, customers and employees were 80% and 90% respectively satisfied with the service and quality of Kebabs Salateen. To achieve 100% customer satisfaction, Kebabs Salateen needs to overcome their weaknesses according to feedback and suggestions from customers. The manager, therefore, needs to implement these suggestions immediately.