Fast Food Marketing Strategies

This assignment delves into the realm of fast food marketing, examining the diverse strategies utilized by companies in this sector. It encourages a critical analysis of these strategies, considering their effectiveness, influence on consumer behavior, and potential ethical implications. The analysis should encompass various aspects of marketing, such as branding, advertising, pricing, and promotion, within the context of the fast-food industry.

MARKETING

1
EXECUTIVE SUMMARY
In present business environment it has become essential for the firms to make sure
that they have an effective plan for sustaining in the amount of competition that is present in
the industry. A well written marketing plan always helps firms in taking advantage over other
rivals. Marketing plan can be understood as the detailed description of marketing activities
that will be done by the company in the coming years. Marketing mix helps to understand the
way in which company will put its product in the market so as to attract larger amount of
potential consumers. This report gives the idea about the ways in which company from the
food industry will make their marketing plan so as to achieve maximum benefit from it. It
also describes about the marketing environment present around the company.

2
Contents
EXECUTIVE SUMMARY...........................................................................................................................1
INTRODUCTION.....................................................................................................................................3
Company’s profile..............................................................................................................................4
Situational analysis................................................................................................................................4
Objectives of Hungry Jack..................................................................................................................7
Target market....................................................................................................................................8
Marketing mix...................................................................................................................................8
BUDGET...........................................................................................................................................10
Implementation...............................................................................................................................10
Evaluation........................................................................................................................................11
Future Recommendation.................................................................................................................11
Conclusion...........................................................................................................................................11
REFERENCES........................................................................................................................................12
INTRODUCTION

3
In the modern competitive business, it has become essential for the companies to take
use strategic plans that help them in carrying out their different processes (Castillo, 2016).
One of the major plans that need to be made by different organisation is marketing plan. It is
understood to be the blue print of all activities that will be done in the marketing that helps to
attract consumers (Chaffey and Ellis-Chadwick, 2016). It helps company in conducting their
marketing operations in a planned manner which is necessary for achieving success in the cut
throat competition that is present in the market. Marketing plan consists of various kinds of
information like the company’s present situation, its present condition, marketing strategies,
budget that will be required for carrying out the whole process in this financial year. Hungry
Jack is one of the biggest fast food outlet chains of Australia and is known for its burger. This
report highlights various parts of the marketing plan of Hungry Jack for coming financial
year. It also showcases the present business of Hungry Jack and the competition it is facing.
Company’s profile
Hungry Jack’s Pty Ltd is an Australia master fast food franchise and wholly owned
subsidiary of Competitive Foods Australia. It is second largest franchiser of Burger King
Corporation in the world. It is operating at around 390 locations all around Australia. It is an
employer of around 15000 employees and had a net income of around AUD 246.5 million.
This company is known for its Burger in Australia and was established in the year 1971. It
serves in both the veg and non-veg section and its chicken burger is one of the most sold
burgers in the industry.
Situational analysis
It is essential for any company to analyse its situation in the market. It helps them to
understand the strategies of the company that will be beneficial for the company (Cheng,
Chiu, Hu, and Chang, 2011). Apart from this there are many kinds of factors that can be
utilised for understating the situation of the company in the market. Situational analysis is the
evaluation of environmental factors that are present around the firm (Spiekermann, Rothensee
and Klafft, 2011). It is essential for the firm to understand the conditions that is prevailing
around the firm.
External environment
It is essential for the firm to understand the importance of factors that is lying in the external
environment and is affecting business of the firm (Civi and Persinger, 2011). It comprises of

4
many macro factors. All these factors need to be analysed so as to have clear idea about the
ways in which Company will make its marketing strategy so that it does not fail. There are
some factors that shape its external environment (Czinkota and Ronkainen, 2013).
 Competitors: There larger amount of competitor present in the fast food industry in
Australia. Some of its biggest competitor is McDonalds, Dominoes, KFC, etc. They
have the capability to change the industry’s trends and are posing harsh competitive
environment for Hungry Jack. Apart from them there are some local franchises or
SME that are in the industry and are affecting the business of the cited firm.
 Political: There are larger amount of changes that is going on the political situations
of the world and so is the case of Australia. There are larger numbers of decisions that
is made by the government of Australia and are affecting the business of Hungry Jack.
One of the most significant decisions that have been made by the government is about
the Taxations especially service tax which is one of the decisive force of pricing
strategy and determines company’s profit margin. There are many kinds of political
ties that have been made by the government of Australia and many other governments
all around the world. Government has become very strict regarding the food quality
and has empowered customers regarding any kind of failures and compensations.
 Economic: There had been many kinds of economic changes that are being noticed in
many parts of the world and so is the case with Australia. In past one decade there are
many economic hiccups that are being noticed in many economies which also had an
impact on the Australian economy. This is the time where the assets earned from
previous business of Hungary Jack can be utilised for managing its business. People
do not want to spend a lot on the high price fast food products. Apart from this it is to
understand that even after so many challenges Australian economy has been relatively
stable that can assist firms like Hungry Jack to continue its business.
 Social: Society is changing and so is its eating habit (Nye, 2016). It has been noticed
that people are opting for eating fast food rather than cooking at home. It is also due
to the reason that people do not have time for cooking food and hence they are opting
for fast foods. Changing habits of the people in the society is one of the positive sign
for Hungry Jack. Australian society loves to spend time in the fast food chains that is
capable of providing food of various taste at the same place. Since the per capita
income of Australia is higher hence the company can easily market its product.

5
 Technological: In the era of advanced technology it has become essential for the firms
in the fast food industry to take use of such machineries and technologies that can
helps them in reducing overall cost of operations (Peter and Donnelly, 2011). It also
helps to increase the efficiency of the production unit. Apart from this company can
take use of technological means for various operations of the firm such as marketing,
advertisements and data management which are very crucial for the success of the
firm. This company is known for its fast delivery services which cannot be possible
without the use of effective technology. Since the technology in the industry gets
double in every year and hence firm needs to make sure that company up grades its
technology as soon as possible so that it does not face any kind of challenges in the
industry. This will also help to survive in the competition that is present in the market.
 Legal: There are many kinds of legal changes that have been done within Australia
which directly affects fast food industry. These legal changes have been made in the
field of labour laws, environment related laws as well as laws related to consumer
grievances. Cited firm needs to properly comply with these so that company do not
have to face any kind of legal challenges in its operations.
 Environmental: There are many rules and regulations that have been made by
government of Australia which has to be taken care of. This company needs to make a
new waste management policy so that most of its waste food products can be
disposed. Government has made regulations regarding the use of plastics in various
industries which have become essential for the firm to take care off. Environment
friendly business of the firm results in good will of the firm and help firm in making
its name in the market.
Apart from this it is also essential for the firm to understand its internal environment as it
helps company to understand its competencies that can be utilised for making successful
business. For understanding its internal business SWOT analysis can be highly beneficial:
Strength
 This company has an experience of working in the Australian market from around 45
years which gives it a deep understanding of the market and makes its reach more
inside the industry.
 Large number of stores of the firm helps company to capture larger part of the market
which is essential for growth of the firm.

6
 Larger back strength in the form of Competitive food Australia and Burger king
which can help it in the times of financial stress.
 Burger its primary product is capable of attracting the taste buds of many consumers
which helps them in making themselves as market leader.
 Highly good environment at outlets where people can enjoy their food.
Weakness
 This company has not been able to increase its product range and no other product of
the company is as successful as Burger.
 Not having experience of operating in international fast food market.
 Many kind of strategic failures in expansion policies have been noticed.
Opportunities
 Company has higher scope in other parts of the world especially in the developing
economies such as south Asian countries.
 Hungry Jack need to expand its business in some other products also.
 It has opportunity in small and medium size cities with its low priced products.
Threats
 There is a cut throat competition in the fast food industry which reduces its chances of
expanding in market and is also affecting its business.
 Unstable economy in many parts of the world has also reduced the GDP of the nation.
This may restrict the business of the firm in the market.
 Presence of larger firms such as McDonalds who has a capability to change the shape
of the industry.
Objectives of Hungry Jack
It is important that company sets its objectives as it guides them to come with better strategies
that help them in gaining competitive advantage over its rivals (Grand view Reserach, 2016).
It is also essential that objectives must be SMART (Grönroos, 2011). Objectives of Hungry
jack are as follows:
 Specific: Company aims to double its number of outlets by the end of 2020.
 Measurable: This Company aims to increase its revenue for two times by the end of
financial year 2019.

7
 Achievable: They want to train their employees with all major technologies that are
used in industry by the end of year 2018.
 Realistic: They want to beat all their competitors in terms of earning within Australia
by end of year 2020.
 Time limit: They aim to add new products within the food menu by the end of year
2018.
Target market
Since it has large variety of Burgers that is capable of attracting larger sections of the society
hence its target market belongs from different sections of the society. But its major target is
children and youngsters as they are more attracted towards its products. Target market of the
cited company is youngsters who love to sit in the outlets and enjoy their meals especially in
the evenings and their free time.
Types of segmentation Segmentation criteria McDonalds target segment
Geographic Region Domestic
Density Urban
Demographic Age 8-50
Gender Male and female
Life cycle stage Bachelors, children
Income Low and medium
Occupation From every profession and
students
Behavioural Degree of loyalty Switchers and regulars
Benefit Sought Cost benefit
Personality Careless and easy going
User status Regular and potential fast
food lovers
Psychographic Social class Lower, middle and working
classes.
Marketing mix
It is considered as the set of tools that is utilised by the company for making its marketing
activities more sound and effective (Gupta, 2017). It helps company in reaching to the larger

8
sections of the society with the product that this company aims to advertise. Marketing mix is
as follows:
 Products: Its product range includes vegetarian and non-vegetarian burgers, salads,
hot and cold beverages of different types. Apart from this company is selling
Whopper and Tender Grill sandwiches. It products are generally of lower cost and are
made according the demands of the industry. Their product lies in unhygienic section
as most of its products have high caloric content.
 Price: This Company is known for its low and medium pricing range products. There
is intense battle in the pricing strategy between its rivals like McDonalds which also
has same range of products available at the lower rates. Burger lies in the range of 1-3
AUD according to different sizes of Burgers. It believes in Bundle pricing strategy
which assists them in generating larger profits.
 Place: There is larger number of places where company has its outlets approx. 390
across Australia. Its outlets are highly comfortable where people can enjoy food with
their family and friends. Apart from this there are many kinds of arrangements for the
people that are coming to the outlets for having peace. It is known for its fast services.
Apart from this it does online delivery of the food that can be booked using mobile
apps or website.
 Promotion: This Company utilises both traditional and advanced mediums of
communication for promoting its products. Vouchers and Freebies are given to the
consumers so as to attract more number of consumers towards outlets. ‘Shake and
Win’ campaign in which free foods have been delivered to the consumers within one
Kilometre of the outlets was highly successful. It also own Perth’s first Australian
Football league team. Apart from this it has been donating money for various good
causes. “Nothing Naughty about it” was its strategy to attract women customers
 People: This Company has employed one of the most skilled employees for Australia
for their outlets who have an experience for serving in most professional manner.
They handle their customers in a better way as they understands that higher
satisfaction level can be achieved only if employees deliver services in effective
manner. They believe in timely training of their employees.
 Physical evidence: Hungry Jack focuses on serving healthy food and it provides food
in the same way as it has promised. It products are tangible and have a capacity to lure

9
the test buds of many customers at a time. For its health conscious consumers it has
different range of products like salads.
 Process: This Company is known for using one of the best practices in the industry. It
also takes use of many advanced technologies which ensures that delivered food is of
higher quality. It also has formalised the way of serving so that it can satisfy larger
number of consumers. It believes in bundling of products that includes different kinds
of food under lower rate than what individually would have cost.
BUDGET
It is essential for the firm that it makes its marketing budget (Hartley and Claycomb,
2013). It comprises of various expenses that will be done on different activities of marketing
(Hawkes and Harris, 2011). It helps company to manage its last moment’s financial
problems.
Activities 1st year (In AUD) 2nd year (In AUD)
Direct marketing 14000 16000
Sales marketing 15000 17000
Traditional advertisement 30000 24000
Social media marketing 5000 9000
Digital marketing 15000 20000
Total 79000 86000
Implementation
It is essential for the company to apply appropriate measures for implementation of the
marketing plan (Hebden, King, Grunseit, Kelly and Chapman, 2011). It helps in making sure
that marketing activities become successful (Jin, Lee and Huffman, 2012). There are many
kinds of things that need to be taken care of while implementing a marketing plan some of
them are as follows:
 Strategy: This Company needs to develop a strategy of product differentiation. This is
due to the fact that there are large numbers of competitors in the market and without
making their product different from others they cannot achieve higher sales. In the
Burger section they need to add new taste into it so that large numbers of consumers

10
can get attracted towards it. All the marketing activities must be aligned with this
strategy.
 Monitoring: It is important for the managers to make sure that they monitor activities
at the time of implementation as well as during entire marketing activities (Hollensen,
2015). This helps in reducing the illness of the marketing plan as changes can be
easily made in the plans according to the requirement (Jobber and Ellis-Chadwick,
2012). For doing so they generally need to develop a system where they document all
the activities that is going on in the marketing (Kannammal and Dr. Suvakkin, 2016).
By doing this marketing team can easily check the deviations that occur while
conducting various activities.
Evaluation
It is essential that the data obtained through monitoring of activities has to be evaluated
(Kotler, 2011). This helps in finding what necessary changes need to be done in marketing
process (Morgan, Katsikeas and Vorhies, 2012). For evaluation there must be a specific team
that must be present. This evaluation must be done on a regular basis so as to make it more
successful.
Future Recommendation
 There must be continuous monitoring of all the marketing activities so as to find out
any kind of discrepancies.
 Time to time evaluation of whole marketing process must be done so that necessary
changes can be made as per the requirement.
 Company must focus on digital marketing rather than tradition marketing.
Conclusion
From the above based report it can be concluded that in modern times it is essential
that companies develop an effective marketing plan so as to attract larger number of
consumers towards its products. Marketing plan is having the core idea about how the
marketing activities will be conducted. Marketing mix is a set of elements that helps to make
marketing plan more successful. Budgets must be allocated properly so that there are no
financial constraints attached while conducting marketing activities.

11
REFERENCES
Castillo, J. 2016. [Online]. Available at:
https://www.smcuniversity.com/working_papers/Javier_Castillo_-
_Impact_of_a_Localized_Marketing_Strategy_on_an_International_Fast_Food_Chain_withi
n_the_Central_American_Region.pdf.[Accessed on: 22nd January 2018].
Chaffey, D. and Ellis-Chadwick, F., 2016. Digital marketing. Pearson.
Cheng, C.C., Chiu, S.I., Hu, H.Y. and Chang, Y.Y., 2011. A study on exploring the
relationship between customer satisfaction and loyalty in the fast food industry: With
relationship inertia as a mediator. African Journal of Business Management, 5(13), p.5118.
Civi, E. and Persinger, E.S., 2011. Marketing plan competition for experiential
learning. American Journal of Business Education (Online), 4(12), p.51.
Czinkota, M.R. and Ronkainen, I.A., 2013. International marketing. Cengage Learning.
Grand view Reserach, 2016. [Online]. Available at:
https://www.grandviewresearch.com/industry-analysis/fast-food-market.[Accessed on: 22nd
January 2018].
Grönroos, C., 2011. A service perspective on business relationships: The value creation,
interaction and marketing interface. Industrial marketing management, 40(2), pp.240-247.
Gupta, V.K., 2017. Marketing Strategy: A War to Win. Journal of Management Science,
Operations & Strategies (e ISSN 2456-9305), 1(1), pp.21-24.
Hartley, R.F. and Claycomb, C., 2013. Marketing mistakes and successes. Wiley.
Hawkes, C. and Harris, J.L., 2011. An analysis of the content of food industry pledges on
marketing to children. Public health nutrition, 14(8), pp.1403-1414.

12
Hebden, L.A., King, L., Grunseit, A., Kelly, B. and Chapman, K., 2011. Advertising of fast
food to children on Australian television: the impact of industry self-regulation. The Medical
Journal of Australia, 195(1), pp.20-24.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Jin, N., Lee, S. and Huffman, L., 2012. Impact of restaurant experience on brand image and
customer loyalty: Moderating role of dining motivation. Journal of Travel & Tourism
Marketing, 29(6), pp.532-551.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No. 7th).
McGraw-Hill Higher Education.
Kannammal, G. and Dr. Suvakkin, M. 2016. [Online]. Available at:
http://www.internationaljournalssrg.org/IJEMS/2016/Special-Issues/NCEBSED/IJEMS-
NCEBSED-P110.pdf.[Accessed on: 22nd January 2018].
Kotler, P., 2011. Reinventing marketing to manage the environmental imperative. Journal of
Marketing, 75(4), pp.132-135.
Morgan, N.A., Katsikeas, C.S. and Vorhies, D.W., 2012. Export marketing strategy
implementation, export marketing capabilities, and export venture performance. Journal of
the Academy of Marketing Science, 40(2), pp.271-289.
Nye, J. 2016. [Online]. Available at: https://sherpablog.marketingsherpa.com/online-
marketing/transparent-fast-food-industry/.[Accessed on: 22nd January 2018].
Peter, J.P. and Donnelly, J.H., 2011. Marketing management: knowledge and skills: text,
analysis, cases, plans. Plano: Business pub., INC.
Spiekermann, S., Rothensee, M. and Klafft, M., 2011. Street marketing: how proximity and
context drive coupon redemption. Journal of consumer marketing, 28(4), pp.280-289.