Fast Food Market Analysis

This assignment requires you to conduct a thorough analysis of the fast food market. You need to use a SWOT analysis to examine the internal strengths and weaknesses of the industry, as well as the external opportunities and threats. A PESTEL analysis will help you understand the broader political, economic, social, technological, environmental, and legal factors influencing the market. Additionally, you should research consumer behavior trends in the fast food industry, considering factors like online ordering, health concerns, and changing demographics.

Running head: MARKETING COMMUNICATION PLAN1
Marketing Communication Plan for a New Burger Hut Product
Name
Institutional Affiliation
Date

MARKETING COMMUNICATION PLAN2
Executive Summary
In today’s business environment, how you present a product is of more relevance than the
product or service itself (Wood, 2011).Although various firms offer similar products and
services, only a small percentage of these firms end up being successful.Their failure is often as a
result of ineffective marketing plans and strategies used to present their products or services to
the market.
With a considerable number of strategically located branches, Burger Hut is a promising
fast food restaurant operating in Canada and the USA. Burger Hut’s mass market is
demographically diverse, and the company targets a wide variety of clients from different
religions, age gender, and social groups. Burger Hut’s target-market diversity presents the fast
food restaurant with various opportunities since their sales are not dependent on a single factor
such as customer taste or season. The company’s diversity along with their tasty burgers
provides Burger Hut with an opportunity to expand and open new branches in Canada, USA, and
even other countries. Such expansion coupled with an effective marketing strategy could help
Burger Hut grow to the status of recognizable brands such as Burger King.
The main purpose of this study is to explore Burger Hut’s marketing communication
strategy as they introduce a new burger dubbed ‘The Burger Daddy.'To scrutinize Burger Hut’s
strategy, this study highlights the environmental factors, marketing communication objectives,
strategies, implementation process for the launch of the ‘The Burger Daddy,' evaluation, and
control methods enforced by Burger Hut as they launch their new tasty burger. The fast food
restaurant will use a tri-component attitude model in launching the new burger.

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Table of Contents
Environmental Analysis...............................................................................................................................3
PESTEL.....................................................................................................................................................4
Political factors....................................................................................................................................4
Economic factors.................................................................................................................................5
Social factors.......................................................................................................................................5
Technological factors...........................................................................................................................5
Environment factors............................................................................................................................6
Legal factors........................................................................................................................................6
SWOT.......................................................................................................................................................6
Strengths.............................................................................................................................................7
Weaknesses.........................................................................................................................................7
Opportunities......................................................................................................................................7
Threats.................................................................................................................................................7
Marketing Communication Objectives........................................................................................................8
Brand Awareness.....................................................................................................................................8
Consumer Attitudes.................................................................................................................................9
Purchasing Intent.....................................................................................................................................9
Brand Migration......................................................................................................................................9
Marketing Communication Strategy..........................................................................................................10
Advertising.............................................................................................................................................10
Personal Selling and Sales promotion....................................................................................................11
Branding................................................................................................................................................12
Evaluation and control methods...............................................................................................................12
Appendix 1 – Sample Advertisement.........................................................................................................13
References.................................................................................................................................................15

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Environmental Analysis
As is with all industries, the business environment plays a key role in either its success or
utter failure (Wood, 2011). Various forces, both external and internal, affect thebusiness outcome
and their consideration is crucial in the formulation of any strategic plan (Freisner, 2011). Burger
Hut, a strong member of the fast food industry, is party to these market forces. The launch of the
‘The Burger Daddy’ is aided by strategic analysis of how to work these forces for a successful
product rollout and marketing.The marketing environment comprises the macro, micro, and
internal environments.
PESTEL
The macro environmentis best quantified by a PESTEL analysis, which is broken down
into Political, Economic, Social, Technological, Environmental and Legal factors (Yüksel,
2012).Apart from sales and other internal factors, external factors also affecta firm’s profitability
and growth(Gillespie, 2007).
Political factors
The fast-food industry is often at the mercy of emerging trends. The current “healthy
living” trend that has fueled rise to theemergence of similarly themed restaurants and a pickiness
in the consumer market. Public health institutions have also taken up the mantle to advocate for
choosing healthier lifestyles amongst their respective citizens leading to an even greater
popularization of the same. Policies in some regions require industry players to indicate the
calories in their products openly. Extension of this to import and export authorities could infringe
on what some countries allow into their borders and what is disallowed (Gupta, 2013). Fast food
outlets like Burger Hut could put this into consideration and look into incorporating healthier

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options for their consumers and regulation of both new and existing products to ensure
compliance with any political requirements in their external markets. Trading agreements
between Burger Hut and their current operating markets are equally as important. With thehiring
of personnel comes employment regulation policies which differ between states and countries,
legal issues and environmental legislation.
Economic factors
Economic factors drive the supply and demand relationships in the market, with
businesses remaining susceptible to inflation, fluctuating exchange rates, cost of living and wage
rate (Jurevicius, 2013). In countries where fast food outlets are present, they offer convenience
and are a necessity to many. They are a preferred purchase as they are either ready-made or easy
to make. Depending on market location and prevailing policy, factors such as taxation, interest
charged on food and how much consumers are willing to spend go a long way in dictating
economic options and opportunities available in the industry. Burger Hut must analyze the
economicimplications of the ‘The Burger Daddy’ to the company.
Social factors
Consumer preference cause shifts in fast food trends with health and lifestyle trends
becoming the major focus in many countries (Rothaermel, 2015). This extends to snacks and
beverages and all others. There is a rise in consumption of organic and whole foods as people are
now keen and prefer options with low calories. The society’s perspective on health has
greatlyevolved. Media, both tradition and electronic, has played a part in the formulation of this
perception. Social factors are likely to affect the market of Burger Hut’s new tasty burger.After
enforcing effective cognitive component through launching the new burger, Burger Hut will be
able to affect the consumers’ feelings and emotions towards the burger and restaurant.

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Technological factors
The fast-food industry relies heavily on technology for convenience and customer
service. Firms in the industry such as Burger Hut interact with technological factors as they
interact with customers and advertise their products. With the advent of the internet and social
media, customer service has greatly evolved as online ordering becomes the norm (Ho, 2014).
Burger Hut’s strategy to launch the ‘The Burger Daddy’ will be directly affected by
technological factors in the environment as the company advertises the product and interacts
with its diverse customer base.
Environment factors
There has been growing pressure from relevant governing bodies for firms to adopt
greener business approaches.Governments have set out rules and regulations that impose strict
standards that all firms are expected to comply with. Benefits of adopting a green approach range
from environmental preservation, proper waste management, and customer loyalty. Burger Hut
must be innovative in its sustainability approach as they launch their new burger.
Legal factors
The law is important in standardizing and controlling various activities. In the fast food
industry, main aspects affected by laws are related to nutritional value, packaging, marketing,
waste management, and the quality of food (Nestle, 2013). Burger Hut must ensure that the
launch of the ‘The Burger Daddy’complies with all relevant laws.
SWOT
Environmental factors that are not directly within an organization’s control constitutes
the micro-environment. These factors include competitors, suppliers, stakeholders, and consumer

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trends (Helms & Nixon, 2010). The microenvironment is often analyzed using the Strength,
Weakness, Threats, and Opportunities (SWOT) analysis.
Strengths
One of the main strengths possed by Burger Hut is in their brand awareness and catchy
advertisement campaigns This makes it easier for the restaurant to communicate the new product
to consumers and inform them of the new burger.‘The Burger Daddy’ is tailored to meet the
consumer trends in the market. Burger Hut’s strategy to diversify its products serves to
strategically position the company in the consumer market by providing demographically
adapted menus.
Weaknesses
Burger Hut needs to improve on their healthy food choices to keep up with the
competition and achieve their organizational goal (Hollensen, 2015).The company has in the past
experienced negative publicity due to their unhealthy menus. Burger Hut must enforce
appropriate measure to alleviate their weaknesses.
Opportunities
Opportunities that exist for Burger Hut as a result of theintroduction of the new burger
include the possibility to expand their menu to capitalize on an emerging consumer trend in the
market. Furthermore, marketing campaigns to the launch the new burger could increase sales of
Burger Hut due to increased brand awareness. The new burger could be tailored to address an
emerging consumer trend in the market.

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Threats
Among the major threats facing fast food restaurants is the health concerns associated
with high-calorie foods. Burger Hut also faces threats from strong and established competitors
such as Burger Hut and MacDonald’s. Rules and regulations requiring governing the fast food
industry may affect the launch of the new burger.
Marketing Communication Objectives
These are objectives formulated by a firm with the intention to continuously create brand
awareness over time. Market communication objectives aim to persuade the consumers while
reinforcing the brand preference consistently. The objectives that Burger Hut aims to achieve in
their marketing during the launch of their new burger include increasing awareness, changing
consumer attitudes, influence purchase intent, and drive brand migration. The fast food
restaurant will use a tri-component attitude model in launching the new burger. The model which
is composed of cognitive, afffective, and conative components serves to aid in successfully
launching the new burger. The cognitive component involves informing consumers of the
product’s exixstence. This will be achieved through leveraging the restaurant’s strengths and
brand awareness by enforcing advertisement and personal selling campaigns. The affective
component aims to change the consumers’ feeling towards the product. The final part of the tri-
component model aims to drive consumers into the action of buying the ‘Big Daddy’.
Brand Awareness
A brand awareness objective is especially effective when introducing a new product into
the market or launching a new company. The objective aims to inform people of the existence of
the specific product or company. Brand awareness activities include Tv commercials, print
advertisements, broadcast among others (Andreyeva, Kelly & Harris, 2011). For a successful

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brand awareness campaign, it is important to use a catchy slogan repetitively. During the launch
of ‘The Burger Daddy,' Burger Hut the marketing team must ensure that the marketing
campaigns reach the largest target audience possible. The burger must be memorable and
appealing to the consumers. This strategy serves to accomplish the cognitive component of
Burger Hut’s tri-component attitude model.
Consumer Attitudes
Another crucial objective when communicating marketing campaigns is to alter the
consumers perspective on a company or its products (Rosenheck, 2008). This is especially
important for Burger Hut so as to mend their damaged image as a result of the negative publicity
they faced sometime back. The consumers’ attitudes may be changed by use of commercials
aimed to portray the company’s efforts in providing quality consumer services, environmental
preservation, charity works and other activities (Ajzen, 2008). Burger Hut must enforce
appropriate strategies to influence the consumers’ attitudes before launching ‘The Burger
Daddy.'After informing customers of the new burger, the next task in the tri-component attitude
model is to appeal to their feelings and emotions towards the burger.
Purchasing Intent
An organization can influence the consumers’ preference and motivation to buy their
products through persuasive advertising. This method of advertisingportrays your products and
services as better and superior to the competition (Lee et al., 2011). It is important to identify and
focus on the consumers’ purchase triggers. Ceratin things attract consumers to select one product
over another. Burger Hut can run a commercial which shows a hungry student looking for an
affordable, tasty, and wholesome meal while hurrying off to class. The students after eating ‘The
Burger Daddy’ makes it to class on time completely satisfied.

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Brand Migration
In order to poach customers from the competitors, Burger Hut can enforce measures to
convince consumers toswitch to the ‘The Burger Daddy.' The can be achieved by using
comparative advertisement showing why Burger Hut’s products are better than the competitors
(Bronnenberg, Dubé & Gentzkow, 2012). Since customers already purchase similar products, it
provides Burger Hut with the simple task of convincing them to crossover. Both purchasing
intent and brand migration complete the tri-component attitude model of Burger Hut by
achieving the conative aspect through driving consumers into the action of buying the burger.
Marketing Communication Strategy
Marketing awareness aids in the development of brand awareness, meaning that product
information is translated into perceptions about its attributes and market position (Willson &
Gilligan, 2012). Market communication is used by businesses in customer base retention and
cementing relationships for consumers and suppliers alike.
Come up with an effective strategy with several marketing communication components.
Business can reach large consumer audiences by either targeting certain markets or just mass
market appeal (Lang & Heasman, 2015). Direct communicationto consumers is brought about
by personal selling, as is the case in a retail setting. Direct marketing alleviates the need for third
parties, examples being direct mails and product catalogs. During sales, consumers are provided
with the incentive to buy products or more products than they would normally do.
A variety of marketing communications strategies are often madeutilized by businesses.
Consumer trust is imparted by company owners using personal stories as an origin for the
business. Businesses should clearly present products. They should be able to set themselves apart
from the competition. Testimonials highlight a business and its products’ value.

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Advertising
Today, the media is one of the most powerful tools. It remains the predominant source of
information regarding all matters in almost all nations. It has an immense influence on the
people’s beliefs and opinions and has helped shape a lot of people’s thoughts and inclinations.
Most consumers tend to believe information disseminated by the media compared to that heard
by word of mouth from friends and family. That makes the media a valuable information tool.
Burger Hut, therefore, aims to utilize an advertising to market its new burger, ‘The Burger
Daddy.'Advertising relates to print media, television broadcasts, and commercials. Advertising is
among the most effective ways to communicate a message and influence the decisions of
consumers. Burger Hut can utilize an advertising system suitable for the ‘The Burger Daddy’
burger. In their advertisement campaigns, Burger Hut should concentrate on the advantages the
customers get by buying the new burger.This marketing campaign is expected to reach a large
number of consumers by utilizing daily newspapers, billboards, catchy Tv commercials at
strategic hours, and through the radio.
Personal Selling and Sales promotion
According to Ferrell, Johnson & Ferrell (2007), personal selling is a marketing strategy
whereby the employees of an organization ore used by to promote specified products by using
their product knowledge, appearance, and attitude to influence a consumer’s perception of a
product. Personal selling and sales promotion modes of communicating in the Burger Huts media
strategy will be implemented at each of their numerous branches. The Burger Daddy burger will
be promoted in all Burger Hut restaurants at point-of-sale.Serving attendants will be under
instructions to casually suggest the new burger to customers. This will further be complemented
by a flashy menu aimed at attracting the attention of the consumer. The Burger Daddy burger

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will be offered at a discount for a few months after its launch. This sales promotion strategy will
help alleviate the risk of customer reluctance to try out the new burger. Burger Hut will also
embark on an aggressive campaign to advertise a ‘buy one get one free’ offer depicting the
burgers as police partners.
Branding
Maclnnis, Park & Priester (2014) describe branding as away through which a business
makes a promise to its customers. Branding is a very important marketing communication
strategy to any organization. A product or company brand is the first thing a person perceives
about a product or organization when they think about it. This image continuously evolves with
the consumer’s behavior. The main purpose of branding is differentiating a company’s products
or services from those of the competitors. Burger Hut must, therefore,enforce a creative and
appealing branding strategy that portrays Burger Hut and the Burger Daddy burger as the only
solution to their hunger and taste needs.This strategy will be enforced by Burger Huts logo and
slogan. The new burger is expected to be a success judging from the opinions of a few selected
consumers interviewed during a market research activity by the marketing team.
Evaluation and control methods
Raith (2008) defines performance measurement a process of accumulating and utilizing
data related to an organization or individuals in the organization. Organizations enforce
performance measure to track their progress and ensure they meet the pre-set goals and
objectives (Merchant and Van der Stede, 2007).The main areas of performance measurement are
marketing and sales, research and development, and most importantly customers. Burger Hut
uses aneffectiveness measurement or outcome measures strategy in point-of-sale information
collection and tracking online consumer habits.The marketing team of Burger Hut collects

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information on customer satisfaction and response to the new burger through activities and
processes such as a client feedback system. Measures are then taken to improve operational
performance and enhance a positive customer satisfaction feedback.After measuring the
performance of the burger, the final step in Burger Hut’s service delivery process is monitoring
and evaluation. Burger Hut monitors the response to the burger based on social media traffic,
volume of sales, and market share.

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Appendix 1 – Sample Advertisement
Buy one daddy
For $ 1.99
Get One
Absolutely
Free!!!

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References
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Oxford University Press, USA.

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