Fast Food Industry Analysis

This assignment delves into the fast food industry, specifically focusing on McDonald's. Students will utilize various analytical frameworks like PESTEL, VRIN, and Porter's Five Forces to assess the industry's landscape. Additionally, they'll examine McDonald's marketing strategies, considering aspects like creative content, consumer engagement, pricing tactics, and overall brand communication.

Running Head: Marketing Communication
Burger Hut
Marketing Communication

Marketing Communication 1
Executive Summary
Fast Food industry is growing across the globe rapidly and the major reason for increasing the
demand of the products included in the fast food category is their taste, quick delivery, etc. This
type of food category is quite famous in teenagers, children and along with them, some old-age
people also prefers to have these types of products sometimes to change their taste. The major
products of fast food category are burger, pizza, fries, cold-drinks, wraps, wedges, etc. There are
certain brands are also available which are treated as the king of fast food industry and as per the
product’s specification, their specialists are divided. McDonald’s is famous for variety of veg as
well as non-veg burgers, wraps, fries, etc. KFC is known for delivering its fried chicken, burgers,
etc. Pizza-Hut and Dominos are known for serving varieties of pizza and relevant products. All
these brands of fast food industry have their market presence in most of the countries across the
globe. Along with these brands across the globe, Burger Hut is also planning to introduce their
burger and to gain competitive advantage in the fast food industry; they have planned to
introduce a special burger. The concept of special burger is quite unique as it ingredients will
make this burger a healthy burger. Apart from the healthiness of the burger, it will be designed in
such a manner so that it could be easily shared as Pizza. In order to attain the organizational
gaols and the objectives, Burger Hut has decided to adopt some trending techniques through
which organization could be able to promote their innovation in the market to gain the positive
response from the consumers.

Marketing Communication 2
Table of Contents
Introduction......................................................................................................................................3
Product’s description....................................................................................................................4
Environmental Scanning..................................................................................................................5
SWOT analysis............................................................................................................................5
PESTLE analysis..........................................................................................................................6
Marketing communication objectives..............................................................................................9
Marketing Communication Strategy..............................................................................................11
Implementation Tactics..............................................................................................................12
Evaluation and Control Methods...................................................................................................13
Layout:.......................................................................................................................................14
Poster:.........................................................................................................................................15
Conclusion.....................................................................................................................................16
References......................................................................................................................................17

Marketing Communication 3
Introduction
Burger Hut is planning to introduce a special burger in the market with special ingredients
through which burger will be known as special healthy burger. Apart from this Burger Hut has
also adopted some strategies to gain competitive advantage in the Singapore market. Singapore is
a country known for its attractive places hence; it is included in the most favourable location
from the perception of tourists. In this country, fast food industry is also growing rapidly and for
restaurants, it is being a big threat as well as challenge because people are adopting these
products instead going for restaurants. The burger invented by Burger Hut is a healthy burger as
well as it can be shared too because its design will be in the form of slices. To introduce this
special burger in the Singapore market effectively, organization as adopted various strategies to
analyse the market conditions as well as to determine the factors available in the market which
could affect the business’ performance. Environmental scanning will be the conducted in order to
analyse the strategies adopted by competitors and PESTLE and SWOT analysis will be used in
order to gain the effective outcomes. Apart from this, marketing strategies which will be used to
promote the new product invented by the organization and the medium opted to introduce the
special burger will be selected and discussed under this report. Marketing communication
channels as well as the controlling methods for risks present in the Singapore market will also be
discussed below in this report. The major factors of this burger through which it will be known
as special burger are its healthy patty which is made of spinach and fenugreek, apart from the
patty, burger’s bread will be of wheat or of multi grain. To add the taste in this burger, cheese
and mayonnaise and this will be served with ketchup. Along with the burger, consumers can
choose fruit juices for making it healthier or it can also be consumed with cold-drinks.

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Product’s description
The idea of inventing the special burger is influenced by reviewing the health-issues faced by
teenagers through consumption of fast food products. It has been observed that the major
consumption of the fast food products is done by teenagers and children. It has also been
reviewed that various health issues are faced by those people who excessively consumes fast
food products. To resolve those issues, organization has invented the idea of producing the
healthy burger under which the patty will be made of spinach as well as fenugreek. Both these
vegetables have positive results over the human body and apart from the patty of the burger,
multi-grain bread will be used and it will be mixed with cheese and mayonnaise. This is the
unique concept in the history of fast food industry and it will also help the teenagers and children
to resolve their health related issues as well as this will fulfil their needs to having fast food
(Whitton , et. al., 2014).

Marketing Communication 5
Environmental Scanning
Under this step, Singapore market’s condition and the relevant factors will be studied which
could affect the performance of the business. In order to evaluate the effectiveness of the factors
available in the market of Singapore, SWOT analysis and PESTLE analysis will be performed
for better outcomes (Catherine Henderson, 2014).
SWOT analysis
Strengths
 Burger Hut has effectively launched
special burger and other relevant
product to expand their range of menu.
 As per the market research, demand of
their innovated product is high in
Singapore market (Swanson, 2015).
 Price of the new product is set low to
gain the competitive advantage.
Weaknesses
 Being a new organization in the fast
food industry, it will be bit difficult for
the organization to find prime
locations.
 Lack of knowledge in relevance to the
fast food industry.
 Lack of marketing concepts as well as
adaptation of the strategies will also be
great challenge for the organization
(Popkin, 2017).
Opportunities
 Major opportunity is available with
Burger Hut in order to develop
distinctive market presence through
special burger.
Threats
 Developing the market position in front
of existing big brands of fast food
industry.
 Aggressive promotional strategies used

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 Expansion of Burger Hut’s outlets in
the prime locations will result in
enhancement in their products (Fogel,
et. al., 2017).
 Adaptation of the adequate promotional
strategies will also be an opportunity
for the Burger Hut in order to spread
the awareness in the Singaporean
public.
by Burger Hut’s primary competitors
(Aldehayyat, 2015).
 Failure of the new product is also a big
threat because bringing change in the
consumers’ preference is bit difficult
task.
PESTLE analysis
Through this analysis, organization will be able to determine the factors present in the external
environment of the Singapore market which could affect the business’ performance. Following
are the macro-environmental factors which could affect the business’ growth and performance:
 Political: Impact of governmental policies will affect the business performance such as
imposition of taxes over fast food products will lead to the increase in the cost of the
burger hence; price will be raised in order to recover the cost of production. Apart from
this, introduction of health policies and in result to this, ban may be imposed on the
selling of fast food products. This may result in the shutdown of the business.
 Economic: Singapore’s economic growth is stable hence; it will be a beneficial situation
for the Burger Hut. Adaptation of the adequate pricing strategy will result in maintaining

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the same demand of the products in the period of recession due to its affordable price
(Dey, 2016).
 Social: Many people are moving towards the healthy lifestyle and the products
introduced by Burger Hut will help them to move towards the healthy lifestyle. As it will
fulfils the taste requirement of the people as well as it is healthy too.
 Technological: These are some of the factors which are already practiced by Burger
Hut’s competitors. Taking orders through mobile application, enhancement of business
through adopting automation techniques in the workplace. In order to bit them, Burger
Hut also needs to adopt these strategies in order to increase their sales as well as to
spread the awareness in relation to the new product (Chhabra & Kiran, 2015).
 Environmental: The special burger launched by Burger Hut will not affect the
environment because the ingredients used to make this are healthier as well as natural.
Apart from this, availability of special burger will never decline because the ingredients
used are available through the year.
 Legal: Burger Hut needs to fulfil the entire legal requirement before commencement of
the business in order to remove the chance of disturbance with the effect of non-
fulfilment of legal policy in the workplace. Despite the fulfilment of the legal needs,
Burger Hut is using ethical as well as healthier ingredients which will not leads to breach
of any legal requirement of Singapore (Yang, et. al., 2017).
After conducting the SWOT and PESTLE analysis, it has been observed that organization needs
to adopt some effective marketing strategies though which they could spread the awareness in
the Singaporeans as well as in the tourists effectively. The primary competitors of Burger Hut in

Marketing Communication 8
Singapore are ZCA Burgers and Unique Fast Food Company. They both are quite famous in the
Singaporean market as well as they have developed their goodwill through serving qualitative as
well as tasty burgers. They both are involved in the same process as Burger Hut is planning to
get involved. The major difference will be that Burger Hut is introducing the healthier burger
whereas ZCA and Unique Fast Food Company are serving un-healthy burgers through which
people may face health issues such as over-weightage, blood pressure issues, addiction of fast
food, etc. (Fuster, 2016).

Marketing Communication 9
Marketing communication objectives
Marketing communication objectives are built to spread the awareness in the public, target the
audience in relation with the product launched by the organization, selection of advertisement
strategies on that basis, etc. In terms of Burger Hut, major objectives for marketing their new
burger will be spreading awareness in the Singaporean market in relation to spread the awareness
for special burger. Since the concept of launching healthy cum sharing burger is quite unique
hence; this requires adaptation of adequate marketing strategies so that positive response in
relation with the special burger could be found (Percy, 2014).
Apart from this, marketing communication objectives defines that accurate and ethical
information should be provided to the public and this should not vary with the actual description
of the product otherwise it may affect the demand of the product as well as the goodwill of the
company will also be effected. Basic qualities of marketing strategies are quality, integrity,
consistency, convincing power, enough information, etc. should be present (Armstrong, et. al.,
2015).
Quality which is the major objective in terms of introduction of new product in the market so it
should be followed adequately in manufacturing the new product otherwise demand of the
special burger will decrease. The second marketing objective for Burger Hut is integrity and
through this objective, organization is promoting only those qualities which are actually present
in the product. Maintaining the same quality and the taste is also a bit difficult task for the
organization but this is the major objective for maintaining the demand of the Burger Hut’s
products. Apart from this, the characteristics as well as the qualities of the special burger need to

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be convincing enough so that consumer adopt special burger in place of ZCA and Unique Fast
Food Company’s burger (Hollensen, 2015).

Marketing Communication 11
Marketing Communication Strategy
This strategy consist the outcome adopted from the previous method i.e. marketing
communication objectives. Burger Hut is inventing the special burger which includes all those
ingredients which can be consumed by any age group. It will not lead to health issues such as
over-weight, addiction of fast food, etc. To promote the special burger, Burger Hut may choose
any of the available method for promotion. The major platforms of advertisement are print
medium and electronic medium. Being a new firm in the fast food industry, Burger Hut needs to
adopt a good combination of print as well as electronic medium of promotion through which
organization could be able to obtain effective results in terms of demand of the product (Ashley
& Tuten, 2015).
Print medium of advertisement incudes newspaper advertisement, distribution of pamphlets,
board hoardings, etc. and electronic medium of advertisement includes social media promotion,
advertisement through television, radio, etc. Print medium of advertisement covers small market
area whereas electronic media has the ability to cover large area in terms of spreading the
awareness in relation to the special burger launched by Burger Hut (Baker, 2014).
In order to promote the special burger invented by Burger Hut, organization needs to showcase
the characteristics on selected platform of the advertisement. For instance, Burger Hut is using
television advertisement and the print medium of advertisement. The major characteristics i.e.
healthiness of the special burger as well as the ingredients used to produce the special burger will
also be showcased because this is the speciality in the new burger (Parente & Strausbaugh-
Hutchinson, 2014).

Marketing Communication 12
Implementation Tactics
Under this process, organization selects the most appropriate strategies in order to meet with the
goals and the objectives set up by the organizational management. The major objective of Burger
Hut is to introduce the special burger in the Singapore market to serve the healthiness as well as
the qualitative products. It is the combination of effective strategies that were selected for
enhancing the performance of the organization (Nagle, Hogan & Zale, 2016). With the
successful implementation of these strategies, organization will be able to develop their
distinctive image in the competitive fast food industry. Under this process, adaptation of the
adequate promotional technics will also be included because this is the major source through
which Burger Hut can enhance the demand of their special burger in the Singapore market.
Board hoardings could also be included in the marketing strategy of spreading the awareness of
the healthier as well as sharing burger (Ryan, 2016).

Marketing Communication 13
Evaluation and Control Methods
Burger Hut needs to evaluate the impact of their strategies adopted to develop their distinctive
image in the competitive market environment. In order to review and analyse the effectiveness of
these strategies, market research as well as customer feedback method could be adopted. With
the implementation of these methods, effectiveness of the strategies executed by the Burger
Hut’s management in order to enhance the new product launched in the Singapore market. The
method of evaluation should be conducted in adequate time intervals in order to analyse the
efficiency of the organization. Appropriate measures needs to be adopted for updating the
existing and practicing marketing strategies for enhancing the demand of the product launched
by the Burger Hut. Till the time, conditions did not turn into the favour of the organization; they
need to practice this method for making the conditions favourable. This will lead to the
achievement of desired goals and the objective for the organization (Carlsen, Nygaard &
Nikolaou, 2013).

Marketing Communication 14
Layout:
Bun (multi-grain)
Onion and spinach
Tomato & cheese
Patty of spinach and
fenugreek
Bun

Marketing Communication 15
Poster:

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Special cum Healthy Burger

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Conclusion
It has been concluded from the above analysis that inventing a healthy product also requires
adequate promotional strategies in order to gain the competitive advantage. Fast food industry
has grown rapidly in recent years and the major demanded products in fast food category are
pizza, burger, fries, etc. Under this report, Burger Hut which is a fast food company and planning
to introduce a healthy burger in order to resolve the health related issues faced by teenagers and
children. For making the innovation successful, organization has adopted various strategies after
conducting numerous analyses such as PESTLE and SWOT. These were conducted in order to
analyse the environmental conditions of Singaporean market. Apart from this, Burger Hut
reviewed its competitor’s strategies and on the basis of the analysis’ results, Burger Hut has
developed its own strategies for obtaining positive results. Evaluation and the control methods
were also discussed to determine the effectiveness of the strategies used to develop the market
image in the fast food industry.

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References
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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 &
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Baker, M. J. (2014). Marketing strategy and management. Palgrave Macmillan.
Carlsen, L. A., Nygaard, G., & Nikolaou, M. (2013). Evaluation of control methods for drilling
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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
and Porter's Five Forces.
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
from the Growing Up in Singapore Towards Healthy Outcomes (GUSTO) cohort. British
Journal of Nutrition, 117(7), 1042-1051.
Fuster, M. (2016). Comparative analysis of dietary guidelines in the Spanish-Speaking
Caribbean. Public health nutrition, 19(4), 607-615.
Hollensen, S. (2015). Marketing management: A relationship approach. Pearson Education.
Nagle, T. T., Hogan, J., & Zale, J. (2016). The Strategy and Tactics of Pricing: New
International Edition. Routledge.
Parente, D., & Strausbaugh-Hutchinson, K. (2014). Advertising campaign strategy: A guide to
marketing communication plans. Cengage Learning.
Percy, L. (2014). Strategic integrated marketing communications. Routledge.
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nutrition, 17(8), 1805-1813.

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Yang, H., Kim, H. W., Kwon, Y. S., Kim, H. K., & Sung, S. H. (2017). Fast and Simple
Discriminative Analysis of Anthocyanins‐Containing Berries Using LC/MS Spectral
Data. Phytochemical Analysis.