Food Industry Marketing Strategies

This assignment delves into marketing strategies employed by companies within the food and beverage industry. It examines various approaches such as open innovation, integrated marketing communication (IMC), and the utilization of social media for marketing. The analysis considers consumer behavior, dietary trends, and the impact of national consumer policies on online marketing of food products to children.

Running head: MARKETING 0
Marketing management
Burger hut

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Table of Contents
Executive summary:....................................................................................................................................2
Company introduction:................................................................................................................................2
Innovative product brief:.............................................................................................................................2
SWOT analysis:...........................................................................................................................................3
PESTLE analysis:........................................................................................................................................4
Competitor analysis:....................................................................................................................................5
Marketing objectives:..................................................................................................................................7
Marketing communication strategies:..........................................................................................................7
Layout:........................................................................................................................................................9
Poster:..........................................................................................................................................................9
References:................................................................................................................................................11

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Executive summary:
It is the report that discusses about the company called burger hut and its new product launched
by the company called Mac and cheese burger. The report focuses on the description of the
company along with the innovation of the product. Marketing communication strategies have
also been discussed that should be used by the company in order to make the people aware about
the process and the brand. That later part of the report also focuses on the evaluation and control
methods.
Company introduction:
Burger Hut is the company that operates in the industry of fast food sector. The company serves
the customers with various fast food products such as burgers, French fries, drinks, different
types of meals and platters, etc. out of all these products burgers are the most popular products of
the company (Floor & van Raaij, 2011). This is the company that focuses on the customers who
are true food lovers. The burgers that are served by the brand are very tasty and appetizing to the
eyes of the customers. The mouth watery tastes of the burgers and other dishes of the company
serve the market of Singapore. The stores of the company are located in different location such
as Chinatown Food Street, Maxwell Food centre, Bugis junction; Far East Plaza etc. this brand of
fast food is very innovative in nature. The brand has introduced many products that have much
innovation that the usual products sold in the market. The French fries sold at this place have
different types of layers on the potatoes (Madhavaram, Badrinarayanan & McDonald, 2005).
Innovative product brief:
The recent innovation so the company that has been done is the Mac and cheese burger. This is
the burger that has been exclusively made for the food lovers who loves to eat tasty and cheesy
things (Holm, 2006). As Marconi and cheese, both the food products are not so healthy in nature
so in terms of making the balance between the health and the taste, the company has used the
patty of sprouts which is coated with Mac and cheese and is place between the burger buns. The
major strength of the burger is that it is tasty as well as healthy. First of all the multi gram bread
bun has been used to cover the patty. The patty that has been coated with mac and cheese is

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made out of sprouts. Along with all these ingredients, the burger also contains a slice of cabbage
leaf, tomato and onion with it (Kaur, 2016). Pesto sauce is another major ingredient of the burger
that makes it healthier.
SWOT analysis:
Strength:  Innovation: As discussed above that innovation is the major strength of
the company. Company always tries to serve its customers with more
and more innovative food products that look very appetizing. Along with
taste, the company also tries to make balance between the taste and the
health. It has been analysed that the customers tries to target the people
who are extremely food lovers because even the ambience of the stores
is such that the customers feel like eating all the time if they sit at the
store.
 Pricing: The pricing of the company is low as compared to the
competitors. This is because the business is not so old in the industry and
thus has to use penetration pricing strategy in order to enter the market
or to penetrate into the market (Shen, Chiou, Hsiao, Wang & Li, 2016).
 Taste: As per the analysis, it has been analysed that the company is
serving the customers with tasty food all over.
 Ambience of the store: It is the store that has a great ambience that dives
the customers to eat more.
Weakness:  Imitable business: the industry in which the company operates is very
vast. The business is easily imitable by others. This is the major
weakness of the company and of the industry as well. Not only the
burger sellers but all the other fast food chains also compete with the
company in tees of attracting the customers.
 Limited products mix: as the company is new in the market that does not
have lot of varieties to serve to the people. It is required by the company
to enhance its products mix so that more and more people can attract

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towards the same (Bull,et al. 2016). It is not possible to compete with the
big companies by just serving small amount of tasty dishes to the
market.
 Less market availability: It has been analysed that the stores are not more
in number and thus availability or the reach of the brand is less.
 Less customers base: as the brand is not serving range of products thus
the customers base is very low.
Opportunities:  Widening of products mix: the company can enhance its products mix
and the range of products. It can also try to target the market with some
other dishes rather than burgers. This is because it is not possible that
every time that people can be convinced with the innovations made in
burgee. Serving them with other offerings can increase the customer’s
base.
 Enhancing the business: as the company is new thus it has opportunity to
increase its market or the business by opening more and more stores in
every corner of the city so that no place is left. In this industry, it is very
much required to be available at all places every time in order to attract
the customers (Yuan, 2013).
 Increasing number of stores: The Company can open more number of
stores so as to deliver their products to more customers.
 Home delivery option: serving the customers by home delivery option is
also a great opportunity to be explored.
Threats:  Competition: this is the most obvious threat of the company. The
Singapore market is already saturated with lots of food chain such as
foodies, burger farm, etc. That attracts the market and the customers;
these are the chains which are already established and thus difficult to
compete with (Whitton, Ma, Bastian, Chan & Chew, 2014).
 Diversified choice of the people: Customer’s choice is every changing.
They get bored of the food very easily and thus the companies in this
industry have to attract the by making innovations in its products or in

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their processes.
 Similarity of products: although the company is innovative in nature
then also a competitor called Burger Farm is selling a similar type of
cheese burger which has many customers.
 Heath concerns: As lots of cheese is used in the burger thus, it has been
analysed that it may affect the heath of the people. Even the patty is
made of sprouts and preservation of sprouts requires preservatives to
add. This may affect the health of the customers if not used in adequate
quantity.
PESTLE analysis:
Political and legal factors: as far as the political factors of Singapore are considered, it has been
analysed that the place is under the bureaucracy of the government and the government has all
the powers for making the legislation of the companies operating in different industries. The
government makes the rule and the public have to follow the same (Catherine Henderson, 2014).
There is no harsh rule but the health concerns are always there thus it is required by the
companies like Burger Hut to take permission from food authorities and also require making
their products checked by the same to take the authorization for sale. The major political
concerns are:
 Rules and regulations
 Permission from food authority
 Health concerns of the people
 Change in political framework

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Economic factors: as far as the impact of Singapore economy on the food industry is considered,
it has been analysed that it is beneficial for the industry. This is because most of the contribution
in the economy of the pace is because of tourism. As it is the tourist place thus many people from
outside Singapore also act as the target customers of the company and this can be an opportunity
for the company like burger hut to make some of the variations in their dishes according to the
taste of tourists (Wang, Naidoo, Ferzacca, Reddy, & Van Dam, 2014). Inflation rate and taxes
also affect the food industry to some extent.The major economic concerns are:
 Tourism economy
 Tax on food
 Inflation rate
 Purchasing power
Social factors: as far as the social factors are considered, it has been analyse that Singapore is the
place where diversified culture can be observed because of the number of tourists at the place.
Thus, the companies like burger hut have to attract the people with different cultural and social
background (Galanakis, 2016). These factors favourable for the company’s business because
social life of Singapore is very happening and people believe in enjoying and having fun with
lots of tasty food. The major social concerns are:
 Cultural diversity
 Tourism
 Choice of the customers
 Heath concern
Technological factors: technology is the basic and the very important part of development of any
country or any business burger hut have to use the technological tools to market its products in
order to match up with its competitors. It is very much required by the company to be
technologically updates so as to cater the market which is out of reach. The major technological
concerns are:

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 Technology in marketing
 Using of high technology in making food
 Technology at the store
 Technology is pay methods
Environmental factors: it is very much required by the companies operating in Singapore to be
sustainable in nature. This is because it is already suffering from loss of natural resources and
because of tourism at the place; the rate of pollution has also increased. As the climate changes,
the requirements and the change of people also change so it is required by the company to cater
the market accordingly (Olsen, 2015). Being sustainable is the need of hour for the food industry
so that they can provide better products to the customers in sustainable way. The major
environmental concerns are:
 Sustainability
 Climate change
 Rate of tourism
 Loss of natural resources
Competitor analysis:
It has been analysed that there are some competitors for burger hut in the market. This industry is
very much saturated in Singapore and thus the competition is very fierce in nature. There are two
major competitors for the company (Garcia Martinez, Lazzarotti, Manzini & Sánchez García,
2014). The first one is foodies and other one is burger farm. Both of these companies are very
old and thus serving the market with amazing products and the product range of the companies
are very wide:

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The above figure suggests that there are many competitors for the company but two of the major
competitors are Burger farm and Foodies.
FOODIES BURGER FARM
Foodies is the chain that has been established
in 1980 and still serving the customers of
Singapore with that much zeal and enthusiasm.
The major strength of the company is its taste
and the product range (West, Ford & Ibrahim,
2015). The company caters the market with
lots of products on different products
categories such as burgers, Chinese food,
continental food, fries etc. it is the full family
Burger farm is the exclusive burger chain. It is
also the biggest competitor for burger hut
because it has the strength in its popularity and
most importantly its financial strength helps in
covering the large market. This company is
serving the same products to the market but it
basically deals with healthy products which are
liked by many health conscious consumers
who want to have fast food.

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restaurant chain in which a family can remove
their hunger very easily.
Marketing objectives:
After analysing the industry, company and the competitors, several marketing objectives for
burger hut has been developed so that it can cater the new market as well as the new segments of
the company. As the company is launching its new products thus it has to take some of the
marketing strategies in order to market the new products. Some of the marketing objectives for
the company are:
 To make awareness about the brand
 To make people aware about the new product launch.
 To increase the sales by 20%
The above objectives are very much important to be achieved by the company in order to cater
the market. The target market for the specific mac and cheese burger is the children below the
age of 16 as they are the lovers of mac and cheese (Lascu, Manrai, Manrai & Brookman
Amissah, 2013). Targeting those children is very easy as they already feel attracted towards these
types of delicious items. The company has made a meal box especially for children in who along
with burgers there are other things such as a toy, a chocolate cookies and a delicious drink of
choice.
Marketing communication strategies:
The marketing communication strategies of the company are:
Advertising: It is the most important and the useful strategy that needs to be used by the
company in order to make the people aware about the products. The company has advertised its
products through different mediums so as to attract all the customers. As the target market is

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children so the company has to make their parents also aware about the healthy side of the
product so that they can allow their children to eat the same.
Direct sales: It is the method by which the company is serving the new launch products free to
the people who have the bills of above 20$. This strategy helps the company to make the people
aware about the products. The company is also persuading the customers to give a try to this new
burger which is made in two sizes (Belch, Belch, Kerr & Powell, 2014). One for the children and
other big size for adults.
Promotion: It is the method that has been used by the company to make the people aware about
the products. The company has distributed the pamphlets having the photo of the burger with
different section describing the ingredients and each part of the burger. This is the technique that
makes the people fully informed about the products.
Media: different types of media have been used by the company. In order to advertise the
products, the company has used the media such as television and social media. This is because
social media marketing is one of the best and the most effective source from where the marketing
of the products can be done.
Another type media that can be used by the company is print media to print the ads about the
new product launched (Bruhn, Bruhn, Schnebelen & Schnebelen, 2017). Using these tools and
mediums helps the company to cover the large market area and also helps in increasing the sales
of already existing products as the brand awareness has been increased along with the awareness
about the new product.
Evaluation and control methods
It has been evaluated that different types of marketing methods such as advertising, direct sales
and promotion are used. This is because all these methods diversified that reach of the company.
Using different media is also very beneficial. Although the company is using broadcast medium

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to market the products and the brand print media also helps in reaching the people who do not
have access to television frequently such as tourists. Tourist can only know about the place
through the newspapers they read in the morning or at stalls. Thus, it is required to use print
media to market and promote the products.
Controlling methods:
Measuring the objective achievement: It is one of the best techniques to measure the target with
the achieved target. This helps in analysing the gaps between the actual and the achieved
objective of the company. The gap analysis helps in implementing the corrective actions.
Sales analysis: analysing the rise in sales also determined the effect and the outcome of the
marketing strategies used by the company.
Reviews and feedback: It is the techniques that allow the company to take feedback from the
customers who visits the store. So that the efficiency and the taste of the products can be
measured (Catherine Henderson, 2014).
Market share analysis: It is the technique of evaluation and control the marketing communication
plan for the company. Analysing the market share of the company can help in determining the
effect of marketing communication plan used by the company in the market.
Layout:

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Poster:

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References:

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