Marketing Management in Burger Hut | Report
Added on 2020-04-01
16 Pages3890 Words91 Views
Running head: MARKETING0Marketing managementBurger hut
MARKETING1Table of ContentsExecutive summary:....................................................................................................................................2Company introduction:................................................................................................................................2Innovative product brief:.............................................................................................................................2SWOT analysis:...........................................................................................................................................3PESTLE analysis:........................................................................................................................................4Competitor analysis:....................................................................................................................................5Marketing objectives:..................................................................................................................................7Marketing communication strategies:..........................................................................................................7Layout:........................................................................................................................................................9Poster:..........................................................................................................................................................9References:................................................................................................................................................11
MARKETING2Executive 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 ofthe 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 offast 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
MARKETING3made 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 burgerthat 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 withtaste, 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 andthus 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 nothave 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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