Marketing Communication Assignment PDF
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Added on 2020-03-28
Marketing Communication Assignment PDF
Added on 2020-03-28
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Running Head: Marketing Communication BURGER HUTMarketing Communication
Marketing Communication 1Executive SummaryFast 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 insuch 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 2Table of ContentsIntroduction......................................................................................................................................3Product’s description....................................................................................................................4Environmental Scanning..................................................................................................................5SWOT analysis............................................................................................................................5PESTLE analysis..........................................................................................................................6Marketing communication objectives..............................................................................................9Marketing Communication Strategy..............................................................................................11Implementation Tactics..............................................................................................................12Evaluation and Control Methods...................................................................................................13Layout:.......................................................................................................................................14Poster:.........................................................................................................................................15Conclusion.....................................................................................................................................16References......................................................................................................................................17
Marketing Communication 3IntroductionBurger 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 isa 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 toanalyse 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 bediscussed 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.
Marketing Communication 4Product’s descriptionThe 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 childrento resolve their health related issues as well as this will fulfil their needs to having fast food (Whitton , et. al., 2014).
Marketing Communication 5Environmental ScanningUnder 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 analysisStrengthsBurger 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. WeaknessesBeing 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).OpportunitiesMajor opportunity is available with Burger Hut in order to develop distinctive market presence through special burger.Expansion of Burger Hut’s outlets in ThreatsDeveloping the market position in frontof existing big brands of fast food industry. Aggressive promotional strategies usedby Burger Hut’s primary competitors
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