Food Marketing Strategies Analysis

This assignment delves into the realm of food marketing strategies. It requires a thorough analysis of academic research papers focusing on various aspects of food marketing, such as creative strategies for social media campaigns, consumer engagement with branded content, and the impact of technology on the food processing industry. The analysis should encompass topics like pricing strategies, brand building, and digital marketing tactics employed by food companies. Students are expected to synthesize information from multiple sources to provide a comprehensive understanding of current trends and challenges in the food marketing landscape.

Running Head: Marketing Communication
Burger Hut
Marketing Communication

Marketing Communication 1
Executive Summary
Burger Hut is a part of fast food retail chain industry and it is situated in the Singapore where
most of the people like to consume fast food products. In order to save the time and to have the
delicious and attractive food, people used to consume fast food items. Lot of items are being
covered under this category such as varieties of burgers, pizza, potato fries, cold-drinks, wraps,
etc. Number of major brands is involved under this business. Mc Donald’s, Pizza Hut, Dominos,
etc. are some of the big brands involved in the fast food industry and these brands are also
inventing new products in the market in order to maintain the attraction as well as the demand of
the fast food items from the public. Burger Hut is also performing the same action and in the
order to enhance its market presence as well as to gain some competitive advantage. This time
Burger Hut has invented the idea of producing a mixture of noodles and vegetables with cheese.
Under this the patty’s mixture will be filled with noodles and between the buns varieties of
delicious and healthy vegetables will be putted in order to make the burger look attractive as well
as delicious. Burger Hut is new in the fast food industry as compared to other existing
organizations of the same industry and to enhance their market presence, implementing regular
invention in their workplace is becomes the priority for the Burger Hut. Inventions are the other
best way to reach to the success and in order to achieve the success in the competitive market,
attractive innovations are necessary in terms of fulfilment of consumers. Noodle burger is
invented in order to fulfil the demand of the consumers as noodles will improve the taste of the
burger and this burger will help the consumers to provide the great and unbelievable experience.

Marketing Communication 2
Table of Contents
Introduction......................................................................................................................................3
Product’s Characteristics..............................................................................................................3
Environmental Scanning..................................................................................................................5
Marketing Communication Objectives............................................................................................7
Marketing Communication Strategy................................................................................................8
Implementation Tactics................................................................................................................8
Evaluation and Control Methods.....................................................................................................9
Layout:.......................................................................................................................................10
Poster:.........................................................................................................................................11
Conclusion.....................................................................................................................................12
References......................................................................................................................................13

Marketing Communication 3
Introduction
Burger Hut is putting its efforts for developing their distinctive image in the Singaporean market
and for this, they have adopted various techniques such as conducting research and development
programs regularly in order to analyse the latest trends of the market as well as to determine the
demand of the consumers. As fast food is mostly liked by the youth generation of every county
as well as by the children hence; the major source of fulfilment of their needs is the innovation in
the existing products. Every consumer gets bored having the same product with same taste
regularly and to avoid this boringness, organization has adopted the policy of regular innovations
due to which consumers can make the choices amongst the varieties offered by the organization.
Noodle & Veggie Cheese burger is also one of the part of the innovations made by the Burger
Hut and this will help them to increase the demand of their outlet as well as the chances of
expansion of their store will also get rises. Apart from the adaptation of innovative strategy,
Burger Hut has adopted various other strategies in order to gain the competitive advantage in the
fast food industry. Speciality of fast food is it is delicious, it is attractive, it takes less time to get
delivered, and it also takes less time to consume. Apart from these specialities, there are a
number of options available in fast food industry that is also a great factor of increasing the
demand of fast food products. Singapore is famous for its attractive places hence; this is included
in the favourable places visited by tourists (Yang, et. al., 2017).
To introduce the Noodle & Veggie Cheese burger in the Singaporean market, Burger Hut has
developed a marketing plan under which SWOT analysis will be conducted in order to evaluate
the various factors that could affect the business’ performance. Apart from the SWOT analysis,
various techniques will be discussed under this report in order to analysis the market condition of

Marketing Communication 4
Singapore and environmental scanning will also be performed with the appropriate measures.
After reviewing the market conditions and the available macro as well as micro environmental
factors that could create impact over the performance of the organization, adequate marketing
techniques will be adopted in order to enhance the demand as well as to spread the awareness in
the public in relevance with the new product introduced in the market (Aldehayyat, 2015).
Product’s Characteristics
The new product will consist following characteristics:
 Ordinary bun will be replaced with the noodles and to make this thick and strong, corn
flour will be mixed in the noodles crust.
 The noodle will be added in the mixture of patty. Some corn pieces will also be added in
the mixture of patty and then hot cheese will be served in burger which will make this
unique and delicious;
 Reviewing the consumer’s demand, fresh veggies will be added to enhance the burger’s
efficiency of fulfilling the hunger of the consumer.
 Finally hot cheese will be added in the patty’s mixture as well as layers of cheese will be
coated around the burger’s bun.
 Burger will be ready and it could be served with ketchup and other delicious dips. In
order to make this more attractive, burger could also be served with cold-drinks, juices,
and as per the demand of the consumer.

Marketing Communication 5

Marketing Communication 6
Environmental Scanning
Singaporean market’s analysis will be conducted under this step in order to evaluate present
macro and micro environmental factors. This will be conducted with the help of SWOT analysis
and under this analysis, organization’s strengths, weaknesses, opportunities and threats will be
discussed for determining the chances of survival of Burger Hut in the Singaporean market with
the new innovation (Whitton, et. al., 2014).
SWOT Analysis
Strengths
 With the launching of noodle & veggie
cheese burger in the Singaporean
market, Burger Hut’s range of menu
will be increased.
 Introduction of Noodle & Veggie
Cheese burger will enhance the demand
of the Burger Hut and it will raise the
chances of expansion in the global
market.
 Burger Hut has adopted the cost-
effectiveness approach for setting the
price of the product which will help
them to gain the competitive advantage.
Weaknesses
 Setting up the unique and distinctive
place in the competitive business
environment of Singapore will be a
difficult task for Burger Hut.
 Being the newcomer in the fast food
industry, getting adequate knowledge in
relevance with the suppliers of raw
materials required for the
manufacturing of Noodle & Veggie
Cheese Burger.
 Lack of knowledge in relevance with
the environmental conditions of
Singaporean fast food market.

Marketing Communication 7
 The strategies adopted by the Burger
Hut to promote the Noodle & Veggie
Cheese burger in the Singaporean
market will help them to increase their
market presence as compared to
existing brands of the fast food
industry.
 Lack of knowledge in relevance with
the marketing strategies used for the
promotion of new product of the
Burger Hut (Swanson, 2015).
Opportunities
 Introduction of Noodle & Veggie
Cheese Burger will provide opportunity
to the organization for setting up a
distinctive image in the fast food
industry of Singapore.
 Expansion opportunities will increase
for Burger Hut with the invention of
Noodle & Veggie Cheese Burger
(Popkin, 2017).
 This will lead to increase in the chance
of expansion of Burger Hut’s stores in
the prime locations of Singapore.
Threats
 Marketing strategies used by the
existing brands of fast food industry.
 Aggressive promotional strategies used
by the competitors to reduce the
demand of the Burger Hut’s products.
 Failure of Noodle & Veggie Cheese
Burger will also be a great threat from
Burger Hut (Ryan, 2016).

Marketing Communication 8

Marketing Communication 9
PESTLE Analysis
Under this analysis, environmental conditions of Singaporean market will be analysed for
survival of the Burger Hut. Macro as well as micro environmental factors of Singaporean
business environment will be evaluated for making the adequate promotional as well as survival
strategies. It will help the organization to enhance the chances of their growth in the Singapore
market.
 Political: Political factors have the great impact over the industries because a small
amendment made in the tax systems or in the exports, imports, etc. will discreetly affect
the business industries’ performance. The same goes with Burger Hut, amendments made
in the tax system of the Singapore, imposing duties or taxes over the restaurant business,
etc. will directly increase cost of the production and it will leads to increase in the prices
of the food items served by Burger Hut.
 Economic: Economic condition of the Singaporean market will not impact over the
performance of the Burger Hut and in terms of setting up a new business; their
government provides various subsidies through which setting up the business in the new
economic conditions becomes easy and reliable. Apart from this Singapore’s economy is
stable hence, with the help of adequate pricing strategy such as cost-effectiveness
approach could be adopted for introducing the new product in the market (Percy, 2014).
 Social: Introduction of the Noodle & Veggie Cheese burger will attract the people
towards the Burger Hut. The main characteristics of this product is its bun made up of
corn flour and noodles makes this healthy, delicious as well as attractive. Hence,

Marketing Communication 10
invention of Noodle & Veggie Cheese burger will create a positive impact over the
society.
 Technological: Technological aspect has a large weightage in terms of the setting up the
business. Fast food industry has adopted this aspect for taking the orders from the
consumers, to register complaint regarding the orders, to take the reviews from
consumers on the basis of their experiences, etc. Apart from this, Burger hut’s primary
competitors have already adopted the technological aspect in their workplace hence; this
would be a compulsory adaptation for the Burger Hut in order to develop their market
presence in the Singapore (Parente & Strausbaugh-Hutchinson, 2014).
 Environmental: As per the environmental aspects of the Singapore market, adequate
machinery and the other relevant technologies should be used through which organization
could be able to meet with the environmental requirements. Functionalities of Burger Hut
are not irrelevant with the environmental requirements of Singapore and this will make
smoother process for Burger Hut in terms of setting up the business in new market.
 Legal: Legal obligation and the rules described under Singaporean law should be
fulfilled adequately in terms of setting up the business. This will help the Burger Hut to
remove future glitches that will be arise due to non-fulfilment of the legal considerations
(Nagle, Hogan & Zale, 2016).
Amongst these strategies it was observed that primary competitors of Burger Hut in Singapore
will be King’s Burger and Singapore Fast Food Company. They are involved in the fast food
industry since very long time and in order to set up a distinctive place in the competitive market,

Marketing Communication 11
Burger Hut needs to utilise its strengths for enhancing the demand of the new product as well as
to gain competitive advantage in the Singaporean competitive market (Hollensen, 2015).
Marketing Communication Objectives
Main motive behind developing the marketing objectives are spreading awareness in relation
with the new product invented by the organization in the public in an effective manner. Setting
marketing objectives involves targeting audience, adaptation of adequate advertisement
strategies. While considering the objective of Burger Hut, it is observed that they have invented
the new product for fulfilment of the consumer’s needs as well as to build an effective place in
the fast food industry (Fuster, 2016).
To promote the new product in the Singapore market, Burger Hut needs to evaluate the sources
through which better results could be attained in terms of promoting the Noodle & Veggie
Cheese Burger in the Singapore market. Main marketing objectives of the Burger Hut are
integrity, loyalty, consistency, convincing power, etc. Through these objectives, organization
needs to showcase only those points which could show the true picture of the new product. If the
actual product’s description and the promoted characteristics of the product do not match then it
may affect the demand of the product (Fogel, et. al., 2017).
Apart from these objectives, Burger Hut needs to consider the quality of the product as well as
the convincing power into its marketing strategies. Through these objectives, organization would
be able to develop its distinctive market image in the fast food industry of Singapore (Dey,
2016).

Marketing Communication 12
Marketing Communication Strategy
In the marketing communication strategy of Burger Hut, combination of effective advertisement
platforms could be adopted. These platforms will help the organization to promote the Noodle &
Veggie Cheese burger effectively in the Singaporean public. Market research program will also
be used for enhancing the demand of the new product launched in the Singapore market. As this
burger will not impact over the health of the people hence; this option could also be used in the
marketing communication strategies for spreading the awareness regarding the new product to be
launched by the Burger Hut (Chhabra & Kiran, 2015).
Major platforms which are available for promoting the new product launched by Burger Hut are
electronic medium of advertisement and the print medium of advertisement. Building a
combination of these two mediums of advertisement will be the most effective technique for
Burger Hut in order to promote its Noodle & Veggie Cheese Burger (Catherine Henderson,
2014).
Print medium of advertisement includes board hoarding, newspaper advertisement, magazine
advertisement, etc. Apart from these sources, Burger Hut could also take the support of
providing offers, discounts on their products. These are some of the factors through which
organization could gain some competitive advantage as well as it will also help the organization
to enhance the new product’s demand in the Singapore (Carlsen, Nygaard & Nikolaou, 2013).
Electronic medium of the advertisement and promotion includes advertisement through
television, radio, internet resources, social media platforms, etc. These sources of advertisement

Marketing Communication 13
are bit more effective in comparison with the paper medium of promotion as well as through this
medium of advertisement; large area of the market could be covered (Baker, 2014).
Implementation Tactics
This step involves the selection of the adequate and effective strategies through which
organization would be able to meet with the desired goals and the objectives in terms of
developing the separate image in the Singapore market. The main motive of the Burger Hut is to
introduce the Noodle & Veggie Cheese Burger in order to build the trust in the Singapore public
through serving them adequate qualitative products. The burger is the combination of modern
taste as well as the traditional strength. In order to select the appropriate strategy in terms of
developing separate image in the competitive business environment, organization needs to adopt
adequate mixture of paper as well as electronic sources of promotion of the products. With these
promotional strategies, pamphlets could also be used to in order to enhance the demand of the
products (Ashley & Tuten, 2015).

Marketing Communication 14
Evaluation and Control Methods
In order to develop the unique identity in the fast food industry, organization needs to evaluate
the selected the techniques and the strategies for enhancing the effectiveness of the organization.
To overcome from the challenges faced by the organization in order to promote the products of
the organization needs to resolved and the major processes through which organization could
resolve those issues are the adaptation of adequate control measures. Burger Hut’s management
needs to analyse the effectiveness of the marketing strategies, strategies to evaluate the macro as
well as micro environmental factors to understand the marketing conditions of the Singapore
market. It will help the organization to take the adequate decision in order to gain the knowledge
in relevance with the promotion of the new product in Singaporean market (Armstrong, et. al.,
2015).

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Layout:
Bun made of noodles and
corn flour
Fresh veggies
Patty made of corn and hot
cheese

Marketing Communication 16
Poster:

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Conclusion
From the analysis, it could be assumed that this innovation will help the organization in
developing its image in the competitive market environment of fast food industry. Under this
report, Burger Hut is planning to introduce a special burger i.e. Noodle & Veggie Cheese Burger
in order to attract the consumers as well as to develop the separate image in the competitive
business environment. To evaluate the factors of the environmental conditions of the Singapore,
SWOT as well as PESTLE analysis was performed. Competitive analysis was also been
conducted and the major competitors of Burger Hut in Singapore will be King’s burger and
Singapore fast food company and to compete with them, set of adequate strategies had been
adopted in order to gain the competitive advantage as well as to develop its separate image in the
Singaporean market.

Marketing Communication 18
References
Aldehayyat, J. S. (2015). Environmental scanning in business organisations: Empirical evidence
from a Middle Eastern country context. Management Research Review, 38(5), 459-481.
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction.
Pearson Education.
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology &
Marketing, 32(1), 15-27.
Baker, M. J. (2014). Marketing strategy and management. Palgrave Macmillan.
Carlsen, L. A., Nygaard, G., & Nikolaou, M. (2013). Evaluation of control methods for drilling
operations with unexpected gas influx. Journal of Process Control, 23(3), 306-316.
Catherine Henderson, J. (2014). Food and culture: in search of a Singapore cuisine. British Food
Journal, 116(6), 904-917.
Chhabra, S., & Kiran, R. (2015). An Empirical Analysis of Total Factor Productivity in Food and
Beverage Sector. Productivity, 56(2), 121.
Dey, K. (2016). The fast food industry in the UK. Analysis of McDonalds with PESTEL, VRIN
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Fogel, A., Goh, A. T., Fries, L. R., Sadananthan, S. A., Velan, S. S., Michael, N., ... & Chong, Y.
S. (2017). Faster eating rates are associated with higher energy intakes during an ad

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libitum meal, higher BMI and greater adiposity among 4· 5-year-old children: results
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