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MKG 721 Food Marketing Strategy Assignment

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Food Marketing (MKG 721)

   

Added on  2020-05-11

MKG 721 Food Marketing Strategy Assignment

   

Food Marketing (MKG 721)

   Added on 2020-05-11

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Running head: FOOD MARKETING STRATEGYFood Marketing StrategyStudent’s name:Name of the university:Author’s note:
MKG 721 Food Marketing Strategy Assignment_1
1FOOD MARKETING STRATEGYExecutive SummaryIn this report, major concept of food marketing has been illuminated with taking instances of fastfood industry in Australia. Moreover, food marketing strategy of Burger Urge, one of the famousburger chains in Australia has been described. Burger Urge targets mainly the customers ofyoung aged and they also target the professionals who need to lunch outside of the offices. In thisreport, consumers’ decision-making process has been described in fast food industry basis.Marketing mix of the organisation Burger Urge has been provided where it is observed thatBurger Urge mainly provides fresh chicken and low fat products. Burger Urge has pricingskimming strategy in pricing, however, they can modify it as lower pricing strategy as Australianmarket has high competition. In this report, a supply chain strategy has been specified.Moreover, promotions through social media have been explained. Burger Urge does not specificbranding strategy; however, a branding strategy is given. Finally, point of sale marketing strategyhas been given mentioning merchandising and packaging strategy.
MKG 721 Food Marketing Strategy Assignment_2
2FOOD MARKETING STRATEGYTable of Contents 1. Introduction..................................................................................................................................22. Brief summary of industry analysis and product.........................................................................23. Identification and justification of most attractive of target market.............................................34. Application of knowledge of consumer decision-making to food context..................................45. Modifying an integrated marketing mix......................................................................................56. Developing branding strategy......................................................................................................77. Discussing marketing activities to interrupt routine behaviour at point of sale..........................78. Conclusions..................................................................................................................................8Reference List................................................................................................................................10
MKG 721 Food Marketing Strategy Assignment_3
3FOOD MARKETING STRATEGY1. Introduction This report sheds light on the concept of food marketing and the purpose of this report isto develop a food marketing strategy with coherent knowledge of consumer decision-making.Food marketing brings together consumer and food producer through a chain of marketingactivities (Lang and Heasman 2015). In this report, Burger Urge fast food brand has been chosenin order to develop food marketing. In the following section, the target market of theorganisation with consumer decision-making process will be evaluated. In addition, marketingmix of the brand will be modified setting a supply chain plan that is integrated with marketingmix. In the later section, branding strategy of the selected brand will be developed. In the laterpart, marketing activities will be discussed that can interrupt routine behaviour at the point ofsale.2. Brief summary of industry analysis and product Fast Food services market in Australia is growing the industry and the major players inthis industry are McDonald's, Subway, KFC, Domino's Pizza and Yum Restaurants Australia.These are mostly international brands and it is difficult for local brands to capture the marketshare from international fast food giants. Annual revenue of fast food industry in the year 2016was $19 billion (Ibisworld.com.au 2017). Moreover, annual growth in this industry from 2012 to2017 was 3.9%. Numbers of employment provided by this industry were 153,300. Consumers inAustralia are now more health aware than before and demand has been increased in thenutritional content in the fast food. Low calories and less Tran's fat are the main concerned withthe employees and people search for healthier options. Burger Urge is Brisbane based burgerchain in Australia; however, it has more than 19 outlets in Brisbane, Gold Coast and New South
MKG 721 Food Marketing Strategy Assignment_4

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