Marketing Essentials: Hungry Box Chicken - A Comprehensive Analysis

This report delves into the marketing essentials of Hungry Box Chicken, a fast-food chain specializing in fried chicken. It examines the role of marketing within the organization, analyzes the 7Ps of marketing mix, and develops a comprehensive marketing plan for their expansion into China. The report utilizes PEST and Porter Five Forces analysis to understand the external environment and competitive landscape, providing valuable insights for Hungry Box Chicken's strategic decision-making.

Marketing Essentials: Hungry Box Chicken
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Table of Contents
Introduction................................................................................................................................3
Task 1.........................................................................................................................................3
Task 2.........................................................................................................................................8
Task 3.......................................................................................................................................12
Conclusion................................................................................................................................18
Reference list............................................................................................................................19
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Introduction
In this jeopardised business environment, every organisation is struggling to stable their
market position at all level. With the increasing competition within the industry, conception
of marketing is gradually transformed due to severe business concern in regards to current
marketplace, consumer demand as well as customer driven strategy. Therefore, these factors
are related with the profitable parameter. In order to incorporate innovative approach on
marketing, organisation has to understand the environmental and internal consequences.
Through this approach, organisation can stable their positive performance during emergency
such as demand function as well as product scarcity. This report is based on the case scenario
of Hungry Box Chicken. Currently organisation is well known for their delicious fried
chicken delivery service in 10 cities of UK.
The aim of this report is to identify the knowledge of marketing and its impaction on the
service process of Hungry Box Chicken. In addition, application of marketing mix is
compared with the other markets such as McDonalds. The study will also present a marketing
plan for upcoming business process of HBC in other regions.
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Task 1
Using your knowledge and experience as a marketing consultant, educate the marketing
staff of Hungry Box Chicken on the role of marketing and how it interrelates with other
functional units of an organisation such as Hungry Box Chicken. (LO1 P1, P2, M1,
M2,D41)
P1 Explain the key role as well as responsibilities of marketing function
Marketing function is considered as a positive tactical way for the organisation to identify
and source the success in the market that can be supportive to foster market operation. These
primary functions are related with the market research, product plan, developmental process,
financial activities as well as sales promotion. Therefore, different responsibilities and roles
are related with the marketing function. This link can be understood through analysing
current trend and traditional form of marketing.
Traditional concept
Marketing concept id the practical philosophy as well as underpinning theory of the
organisation. Through this context, organisations can make their strategic planning as well as
decision that can foster profit at entire curve accessibility. In this case, marketing tactics is
based on the cyclical module, societal marketing concept, selling concept and production
concept. As per the viewpoint of Akroush (2011), production concept is prevailed from the
period of industrial revolution. As per the opinion of Armstrong et al. (2015), firms have to
keep their primary focus on the creation of low cost products, where demand level is high at
all level. Consumers will buy product if they can get best performance quality in the selling
process.
Organisations always have to prioritise the consumer satisfaction through the process of
selling. As per the viewpoint of Brown (2013), product variance by means of price can be
changed if proportional increase is reported in consumer’s trend as well as discriminatory
income. In this landscape, mass production is also an important factor, which is related with
competitive stability. On the other hand, Goi (2009) argued that skilled workers are required
in the process of product manufacturing. In order to maintain overall performance standard,
proper evaluation, monitoring is required. Marketing is also a type of ‘Give and Take Policy’
based on the standard of its commodities or services. These factors are interactive approach
in Corporate and social responsibility commitment. In this globalised business platform, CSR
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is an important factor for regulating customer centric activities. However, it is also related
with the communication among stakeholders and communities.
Current and future trend of marketing
As per the current scenario, business tasks are different from each other due to distinct
concept of marketing, sales and other factors. As per the opinion of Hultén (2012) current
market place is not only focused on the consumer trend but it is also related with the
marketing environment, intermediaries as well as competition. In this landscape, both current
and future trend of marketing is related to maintain the relationship with the main
intermediaries. For instance, intermediaries often offer a chain of function, which is ranged
from manufacturer to ultimate buyers. In case of hungry Box Chicken, organisational
mangers have critically maintained their relation among intermediaries. In the business
process, organisation has to build up innovative idea, where organisation can separate their
product from the other competitor such as McDonald’s. In the landscape of functional role of
marketing, conceptual as well as strategic factors are dependent on various factors such as
economic, political, technological and legal paradigm.
Political/Economic: It creates significant impact on the business as well as marketing
process. Taxation, governmental policies and trading factors are often creating obligation in
business process. In UK, after Brexit, organisations have faced various issues in the term of
cross boundary business policies implementation. In this case, countries’ GDP growth and
sector-based growth in the industry create impact on market profit as well as stability.
Environmental factors: In this case, lower carbon footprint is required to maintain the
environmental sustainability. Therefore, climate change and product disposal is the important
factor, where environmental law is in important factor to regulate sustainable marketing.
Legal factors: Contract law and regulations on wages are required to foster standard business
performances. In marketing functions, operations are dependent on the political bodies, trade
association as well as regulatory bodies.
Ethical: It includes CSR policies, fair trade, and animal welfare and supplier practices.
Roles in response to derivative components of marketing
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In business to business-marketing (B2B), web of interaction between managers and
employees are required to exchange various products. From this standpoint, various fields are
associated with the marketing planning.
Market segmentation
Segmentation is required to understand the marketing control as well as implementation plan.
As per the current scenario, HBC products are indicated as a junk food and responsible for
the unhealthy people lifestyle. In this case, social trend and consumer taste is the significant
paradigm for proceeding market segmentation. As per the opinion of Lim et al. (2013), product
perception is different for each group of customers. In this dimension, market segmentation is
supportive for recognising the target customer within the diverse market industry. Proper
market segmentation is required to on such sales as well as promotional factor.
In the marketing information system, strategic marketing, planning as well as control
information can be gathered. Through the support of this information, marketing plan can be
structured in an appropriate way.
Brand equity
Consumer trends are also dependent on the brand identity of the company. HBC is a
Australian company and in UK they are well known for delivering fresh fried chicken.
However, external companies cannot get proper market stability due to presence of exiting
competitions such as McDonalds. If the brand is not well recognised among the customers,
organisational revenue will be declined. Therefore, brand creates strong value among the
customers (Wood et al., 2016). On the other hand, marketing functions encloses various
identical functions such as advertising, finance as well as distribution system. Through
analysing the wider organisational context, marketing roles and implications can be
understood with more justified reflection.
P2 Explain roles and responsibilities of marketing related to wider organisational
context
In both B2C and B2B context, marketing has dominant per to take charge of different
functional unit. For instance, Hungry Box Chicken play positive as well as standard
responsibility towards different cornerstone of marketing that accelerates 7P in marketing
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mix. In the wider organisational context, various concepts are important to maintain positive
market role.
Marketing and production
As per the opinion of Malhotra et al. (2013), in between production function as well as
marketing, there are major risk of clash. Such clash can be emerged due to positive
communication between two mentioned components. This factor can fulfil the organisational
profit along with prioritised action based on consumer trend. However, often conflict can be
occurred in this operation and create issue on strategic business goal. For instance, mission of
Hungry Box Chicken is to reduce as well as eliminate hunger in the cities. As per the
organisational viewpoint, fast is good and organisation can prove it in affordable cost.
However, case scenario reflects that, the organisation is currently facing issue to maintain
consumer per caption. In the current period, customers are fond of healthy lifestyle and they
do not want to consumer fast foods for maintaining the good health. While the organisations
try to keep focus on internal marketing factors, often they neglect such issue in target
positioning. On the other hand, organisation has positive role on inventory management.
Through reducing the spending cost in inventory, organisation can enhance the product
quality. As per the opinion of Stokes (2011), quality trend is dependent on the current
customers, where chance of clash between production and market segmentation can be
occurred.
Marketing and finance
In the financial dimension, marketing roles are related to the overall expenditure control. It
can be conducted within the purpose of inventory control, product delivery, production as
well as supply. Therefore, resource allocation and budgeting is an essential parameter. It is
significant task for maintaining the overall expenditure and profit within the organisation. In
Hungry Box Chicken, credit system has been incorporated in the accounting function. In this
case, credit can be utilised as negotiation procedure. On the other hand, promotional tasks are
also related with the financing task (Chinnif et al., 2014). If HBC has low level of market
identity, they can take positive initiatives on fiancé resource allocation in terms of business
promotion.
Marketing and R&D function
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In the primary landscape, marketing tactics is dependent on the consumer taste and
production. However, innovation is also a significant factor in business to maintain
competitive business stability. In the current period, HBC product is delicious and the
marketers are sincere to prioritise consumer taste along with cost affordability. However,
organisation has faced various issues after changed trend of consumer lifestyle. In this case
product innovation is required to maintain quality service as per consumer need. On the other
hand, advancement of equipments is required to control the spending cost. Through standard
inventory, tracking technology organisation can keep control on the expenditure (Wascher,
2015). In order to improve the production standard, commodity quality and inventory
tracking is required for HBC. Therefore, marketing operation has interactive role with the
research and developmental standard of the organisation.
Marketing and purchase
Marketing function recognises the price of commodity. Through understanding the
segmentation, target as well as positioning, organisation can maintain their pricing strategy
with sincere attribute. In this scale, HBC is committed to provide food to all with affordable
price range (Crosby, 2017). This pricing method is dependent on the purchase quality,
standardisation and material prices. These factors have impact on the HBD by means of
responsiveness and flexibility.
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Task 2
Following your meeting with the marketing staff of HBC, you realised that to help the
business to gain a competitive edge and draw back its customers there must be a
training that will compare ways in which organisations use elements of the marketing
mix (7Ps) to achieve overall business objectives. (LO2, P3, M3)
The main objective of this business is to understand the need of the customers and to provide
them with the necessary products and services. The chosen organization, Hungry Box
Chicken is a food retail chain and the main objectives of this organization are to make proper
connection with the customers and to increase the sales of the organization. The business is
proposing their business activities to meet the satisfaction level of its targeted customers and
even to make proper delivery of the services. Another objective of Hungry Box Chicken is
to increase their customer base and to increase the business within the market.
The marketing mix of 7 Ps
Points of differences Hungry Box Chicken McDonald
Product  The core product is
pan fried chicken
 Wraps
 Chicken Nuggets and
popcorn
 French fries
 Chicken strips
 Cheese chicken cakes
 Beverages
This shows that the
organization is dealing only
with the chicken items and
not with anything else. So it
is a favourable place for the
chicken lovers.
Breakfast
 Fruit and maple
oatmeal
 Sausage McMuffin
 Fruit’N Yogurt
Parfait
Vegetarian Menu
 Vegetable burgers
 Salads
 Snacks
Non-vegetarian Menu
 Chicken burger
 BBQ Bacon
 Big Mac
This shows that the
organization offers varieties
of products to its customers,
which allows the customers
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to get customers of various
tastes and preferences.
Price The price of the products
amid ranged. This shows that
the targeted customers are
from all the income levels.
HBC makes psychology-
pricing technique and this
allows a larger customer to
get attached with the
business because the business
pitches the prices by judging
how much the customer is
willing to pay.
The pricing of the product is
premium which allows that
the targeted customer of the
organization is from the
higher income group. As the
company makes premium
pricing, no matter what the
company keeps the price of
the products high and this
allows the business to earn a
larger profit every time a
customer visit the business.
Place Different outlets in different
areas allow the business to
reach customers to a larger
extent. Different prime
location of the targeted
market allows the business to
strengthen the customer base.
Online delivery is another
place where the organization
has placed its business,
which allows the business to
serve the customers, which
are digital technology
dependent (Suh et al., 2010).
Online platforms are now the
best place for the
organization to serve the
targeted customers. Mobile
applications have allows the
business to place their
offering more clear to the
targeted customers.
Malls are the prime areas
where the business has
placed their products to serve
the customers.
Placement of outlets near the
highways have allows to
serve the customers
travelling for a long time.
This allows the business to
reach a larger customer.
Promotion The organization mainly The organization mainly
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promotes their business
through word of mouth,
printed media, hoardings and
Catalogues. This allows the
business to make reputation
within the society and not to
a larger market extent.
advertises through
sponsoring, promoting their
business on various digital
platforms, through
messaging, catalogues and
TV. This allows the
organization to reach a larger
number of targeted
customers.
Process The organization provides
food items that are related to
chicken only. This allows the
customers to attract the
customers that prefers non-
vegetarian food and
especially chicken. The
process of the business does
not allow customer to choose
over a larger variant but the
organization provides quality
and budget friendly food to
its targeted customer.
McDonald provides customer
with food facilities with a
huge and wide range of
menu, which allows a larger
customers with different food
tastes and preferences to
intervene the business and
avail service from them. This
allows the business to serve a
larger customer base with
proper quality food and
service (Fauziyah et al.,
2017). The process of the
business also involves quick
response of the supply chain
People The people related to this
organization are mainly the
authorities, the chefs, the
customers and the raw
material and logistic
suppliers. To make the
business functions work
better, the organization must
make proper delivery of the
food that are asked by the
The organization has a quick
supply chain, well trained
staffs and better managerial,
staffs, which allows the
business to understand the
targeted customers more and
provides them the needed
service and products. By
having these skilled labours,
the organization can provide
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organization and there should
be no such hindrances
the standard quality of
services and products to its
targeted customers.
Physical Evidence Packaging of the delivered
products is of a quality and
as the organization is having
many outlets in the market,
the customers can rely on the
product and the services
which are offered by the
company. A better quality
packaging allows the targeted
customer to avail home
service more than that of spot
services.
The different out lets are the
main evidence that the
organization provided to the
customers and the packaging
of the food products are
made with the help of bio-
degradable elements, which
creates a better impact to the
society and the market
competitors. This allows the
business to provide better
quality service to the
customers because of
frequent outlets in the market
Table 1: Comparative analysis between marketing mixes
(Source: Created by the author)
The above table shows the marketing mix of Hungry Box Chicken and McDonald. This
reflects the prime areas of the business that has allowed them to make proper functioning of
the business activities and how they are engaging and sustaining their potential customers.
The organization HBC is providing specialized food products on chicken and this allows the
business to reach its objectives by attracting the customers loving chicken items (Cardenete et
al., 2014). The chosen organization is having a better pricing strategy than that of McDonald.
The psychology pricing strategies helps the marketers of the business to understand the
affordability capacity of the customers and pitches them accordingly (Thackeray et al., 2012).
The organization makes promotion through various platforms, which allows them to reach
the targeted audience in an effective manner.
The products of HBC are developed through over qualified nutritionals, young chef and
personal trainers. Primarily the company offers snacks, toastiest and breakfast along with
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their main product fried chicken. However, it is an Australian company and UK customers
are not well known about the brand. In this landscape, low-level brand identify could crate
adverse impact on marketing. McDonald has maximum market shred than any other fast food
organisation in the company. In this case, market share amount of HBC is relatively low than
the other organisations in UK. The products of McDonalds are well known due to delicious
taste of their burgers, which is preferred by the consumer during breakfast. However, they do
not have fried chicken products in the menu.
On the other hand, HBC has such iconic and delicious product along with other innovative
breakfast dishes. Therefore, organisation has chance to grab higher, market share if the brand
becomes well known. However, McDonald’s product is more innovative and consumer
suitable due to its prioritised focuses on the consumer health. McDonald’s manager is entirely
dependent on the nutritional or health based product such as vegetable burgers, snacks as well
as salads. They have chicken Berger, which is also favourite among young millennial
customers. Currently organisation is facing major issue on this taste culture and lifestyle of
consumers, which is gradually changing.
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Task 3
Now reporting to Mr. Thomas Green at the head office in central London, you are
expected to produce and evaluate a basic marketing plan for Hungry Box Chicken.
(LO3, P4, M4, D2)\
Executive Summary
This report is focused on the possible marketing tactics of Hungry Box Chicken, who are now
trying to open a new shop in China. In this Jeopardised business environment, every
competitor is struggle behind the market success, where HBC have to keep proper focus on
market segmentation (Yeranossian, 2017). In this context, marketing plan for HBC has been
suggested in the report for Mr Green through identifying and analysing the internal as well as
external market situation.
Marketing objectives of Hungry Box Chicken
In the new market place of UK, marketing objective for HBC need to be taken as
follows:-
 To gain maximized profit with the support of skilled labors of UK
 To reduce and eliminate the hunger in the area of Birmingham
 To get maximum market share within two year of market expansion
 To maintain positive relation with the customers.
 To maintain the people healthy as primary priority
 To incorporate advanced technology for improving marketing efficiency
Situational analysis
In UK market, Hungry Chicken Box has gain positive consumer feedback in regards to their
delicious fried chicken foods. Now the organisation wants to expand their business in China.
They have planned to expand their market in northeast region of China.
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KFC McDonald
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
38.80%
15.10%
23.90%
13.80%
Market share of Competetors in China
2014
2015
Companies
Percentage
Therefore, situational analysis is required to understand the operational barrier in the new
market region. Through the support of PEST analysis this factors can be understood.
Pest analysis
Political China is an attractive region, where legal
system has enhanced the overall business
performances. In the factor of economic
policies, Chinese communist party is
schizophrenic. On the other hand, the
economy is capitalist than that of the United
Kingdom. The Chinese government has no
obligation consumer rights, privacy,
electronic contract validation and digital
signature recognition. Therefore, HBC can
get easy accessible business opportunity in
the selected area of China.
Economical 118 pc increases in the Disposable income in
China is visualised over the last 8 years in
spite of emerging economic wobbles. As per
the current report, GDP in China was
11199.15 billion US dollar. Unemployment
rate is also constant by 4%. In addition, 5%
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overall growth has been visualised during the
period of 2015-2016. On the other hand fast-
food market shares not constant due to
decrease in sales value. KFC and McDonalds
has high market share, where Hungry Box
Chicken have to struggle for marinating long-
term profit.
Social As per the current report, consumption gap is
decreased in rural and urban areas of China.
However, consumers have transformed their
lifestyle at all level. They are prioritising on
healthy food products rather than fast junk
foods. Therefore, HBC have to keep focus on
such social need to foster standard business
in new market.
Technology From technical standpoint, HBC can gain
higher support to crate advancement on
business process. In research and
developmental purpose, organisation can get
support from qualified and motivated
labours. Through their support, HBC can
create product as well as entire service
innovation by men of inventory management,
production as well as supply.
Table 2: Pest analysis
(Source: Created by the author)
Porter Five forces analysis
Components Status Justification
Threats of new entrants High Over the last few years,
China is attractive country
for all fast food and beverage
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companies. Massive chance
of entrance is visualised in
the zone. Therefore, the
status is relatively High.
Threat of substitution Moderate As consumer taste is
gradually changing, products
can be replaced by new
innovative idea. In this case,
the situation is moderate for
HBC.
Supplier power Moderate Suppliers has positive
attribute to maintain the raw
material supply. In this case,
organisation is often
dependent on the suppliers
for various products.
Therefore, their power is
moderate.
Bargaining power of Buyer High Buyer power is high due to
their increased income level
and wide option to fulfil their
taste.
Competitive rivalry High It is relatively high due to
presence of KFC and
McDonald’s, whose market
share is also high. In this
case, competitive rivalry
status is high.
Table 3: Porter Five forces analysis
(Source: Created by the author)
Marketing Mix
Product
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The organisation has to maintain nutritional parameter in every product. In addition to fried
chicken, they have to modify their product as per Chinese consumer taste. Vegetable burger
can be an example.
Price
Premium pricing of HBC is effective to maintain the need of targeted customer, who is under
both higher and lower income group.
Place
Malls and online platform can be the prime areas where HBC can place their products to
serve the customers.
Promotion
The organization can advertise through sponsoring and social media marketing. In addition,
they can promote their business through messaging, catalogues and TV. Exciting product
offers, discounts can be effective.
People
The organization has a quick supply chain, which allows the business to understand the
targeted customers. In China, they can get proper people support, who can afford their
products.
Process
Proper budgeting and inventory tracking is required to maintain business transparency with
standard image.
Physical evidence
Business logo, websites and annual report can be the physical evidence for the HBC.
Budget plan
Advertisement 400 £
Direct marketing 350£
Supply Chain and logistics 250 £
Recruitment 600£
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Training and Development 350 £
Total 1950£
Table 4: Budget plan
(Source: Created by the author)
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Conclusion
It can be deduced that with the increasing competition within the industry, conception of
marketing is gradually transformed due to severe business concern in regards to current
marketplace, consumer demand as well as customer driven strategy. Organisations always
have to prioritise the consumer satisfaction through the process of selling. It has been
concluded that reducing the spending cost in inventory, organisation can enhance the product
quality. A marketing plan for HBC has been suggested for Mr Green through identifying and
analysing the internal as well as external market situation.
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