Burger Urge Marketing Plan: MKG701 Detailed Analysis & Strategy

This report presents a comprehensive marketing plan for Burger Urge, a gourmet burger chain in Brisbane, Australia. It includes a case background, an analysis of the internal and external marketing environments using SWOT and PESTEL frameworks, and an application of marketing mix theory. The report identifies marketing goals and objectives for Burger Urge, proposes marketing strategies for market expansion, and discusses implementation and control measures. The analysis considers the restaurant's strengths, weaknesses, opportunities, and threats, as well as political, economic, social, technological, environmental, and legal factors impacting its operations. The plan emphasizes the importance of pricing, product quality, location, promotion, people, physical evidence, and process in achieving sustainable growth and competitive advantage for Burger Urge.

Running head: MARKETING MANAGEMENT
Marketing management
Name of Student
Name of University
Author Note

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Executive Summary
The report focuses on developing a marketing plan for Burger Urge. Burger Urge is a
Gourmet burger chain that is situated in Brisbane, Australia. The report analysis the case and
provides a comprehensive analysis of the internal environment and provides a SWOT
analysis for the restaurant. For the purpose of the report, marketing theories such as
application of marketing mix for the restaurant is conducted. The report also analyses the
external environment of the restaurant so that the strengths and weakness can be related to the
current marketing practise of the restaurant. The application of marketing planning theory is
undertaken and marketing goals and objectives for Burger Urge is established. The
implementation of marketing strategies of the restaurant are analysed in the report.

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Table of Contents
Introduction................................................................................................................................3
Case Background.......................................................................................................................3
Comprehension of marketing planning theory and concepts.....................................................3
Analysis of external marketing environment.............................................................................5
Development of SWOT analysis................................................................................................7
Marketing goals and objectives................................................................................................10
Marketing strategy...................................................................................................................11
Marketing implementation.......................................................................................................12
Evaluation and Control............................................................................................................13
Conclusion................................................................................................................................14
Bibliography.............................................................................................................................15

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Introduction
The report analysis the marketing plan that can be devised by Burger Urge. The report
provides a case analysis of the organisation and the strategies it needs to formulate so that it
can expand its presence in the market of Australia. The application of marketing mix theory
for the growth of the restaurant in the market is undertaken and the analysis of the internal
marketing environment with the help of SWOT is done in the report. At the same time, the
external marketing environment of the restaurant is undertaken so that links can be
established based on the identified strengths and weaknesses. The marketing strategies of
Burger Urge is analysed keeping in mind the goals and objectives of the organisation.
Case Background
Burger Urge is a Gourmet burger store located in Brisbane, Australia. The restaurant
is a private limited restaurant that was set up by Sean and Colby Carthew. The restaurant was
established in 2007 and has grown to have 26 restaurants in the country. Some of the chief
products that are sold by the restaurant include alcoholic beverages, soft drinks, hamburgers
and chips (Burgerurge.com 2018). The menu of the restaurant includes burgers, wings, fries,
salads and various side dishes. The restaurant also acknowledges the restrictions of food that
people have and provides gluten free food products. At the same time, the restaurant for the
people that does not consume non-veg items also provides vegan diet. The beverages served
by the restaurant include crafted beer, cider, tap beer, milkshakes and soft drinks
(Burgerurge.com 2018).
Comprehension of marketing planning theory and concepts
According to Gronroos (2016), in order to conduct a comprehensive marketing plan, it
is necessary to identify and apply certain theories and concepts that can help in providing

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strength to the plan. In the case of Burger Urge, the restaurant can implement the effective
use of the marketing mix concept so that it can ensure that it gains benefits related to the
comprehensive execution of the plan. As stated by Armstrong et al. (2015) the marketing
plan can help in the development of marketing strategies that help in addressing the needs
and demands of the customers.
The marketing mix elements include:
Price The price of the products supplied by Burger Urge need to be pocket friendly so
that every people in Australia can enjoy the food. The target customers of the
restaurant are the people belonging to every class and every society. This can
provide a wider range of perception for the restaurant.
Product According to Charter (2017), the product manufactured by Burger Urge can
help it to maintain its reputation in the market by providing quality food. It has
been established that the restaurant attempts to provide food for the people that
have restrictions, thereby it can be stated that the restaurant can gain proper
advantage while manufacturing the product in the market.
Place The place of the restaurant needs to be such that it provides accessibility to
every people and supplier. One of the major problems that Burger Urge faces is
the fact that it does not have enough suppliers of the raw materials. Therefore, it
can be said that the place is an important element for the restaurant
Promotio
n
The promotion of the restaurant and the products can be done by using social
media and traditional advertisements. The promotion can be done by targeting
the audience that are interested in the type of food that is provided by the
restaurant. Hence, the promotion can aim at the target audience of the restaurant
People The people denote the target audience. In the case of Burger Urge, the target
audience are every people that belong to different classes of the society. Free

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samples can be provided to the target audience during the time of promotion of
the product. Therefore, this can help Burger Urge to meet its organisational
goals and objectives
Physical
evidence
The physical evidence is an important element particularly for restaurants. This
is because the quality of the food comes under consideration while gaining
popularity. Based on the quality the price of the food is determined and this can
provide Burger Urge with an advantage as the restaurant serves good quality
food at a minimum cost
Process The process adopted by Burger Urge denotes the sense of sustainability it
possesses. This provides the restaurant with an added advantage in the market
as it helps in ensuring that the environment does not get degraded and the
restaurant maintain its reputation as one of the sustainable business restaurants
in the country.
Table 1: Marketing mix
(Source: Created by author)
Analysis of external marketing environment
The external marketing environment can be analysed by conducting a PESTEL
analysis that provides a comprehensive idea about the hindrances that may be suffered by
Burger Urge. This can help in drafting strategies in the future, as the constraints or
opportunities identified can be used for increasing the popularity of the restaurant.
Political The political factor in Australia is supportive towards the development of
new companies (Kotler 2015). Therefore, Burger Urge can also gain the
necessary support that is required for the expansion and popularity of the
restaurant. The support from the Government can be in the form of gaining

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political allies and allowing the restaurant to open up food chains in New
Zealand. This can help the restaurant to gain popularity at the world stage
and ensure that further development can be gained for future expansion.
Economic The economic factor of Australia is stable and it provides support to the new
companies. A restaurant may help in the growth of the economy and at the
same time increase its opportunity of growth in the business. However, the
managers of Burger Urge need to keep in mind that the economy may
fluctuate heavily and this may provide a serious problem for gaining proper
finances in the market (Strauss and Frost 2016). Therefore, this can prove a
threat for Burger Urge in the market of the restaurant
Social According to McDonald and Wilson (2016), the social factor that can be
considered for Burger Urge is the health of the people. It has been evidenced
that the people of Australia are health conscious and therefore, it is necessary
that the restaurant provide healthy food for to the people. This can help them
to gain more popularity in the business and ensure that the popularity of the
restaurant increases. The satisfaction of the customers can be attained by
identifying the demands of the customers
Technology In the modern world, it is necessary that every successful business develop in
a technical aspect so that it can gain a competitive advantage over the
competitors. However, as stated by Brown (2016) it is also necessary that
technically advanced employees be recruited so that the restaurant can
develop its technical competence. The technical support can help the
restaurant identify and keep in contact with the customers and ensure that the
manufacturing of the food products are done with the help of the technical
materials

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Environmen
t
The environmental factor of Australia provides for being sustainable and
ensures that every citizen comply with the Environmental Protection and Bio
Diversity Conservation Act, 1999. The act clearly states that every company
need to maintain sustainability in the environment. In the case of Burger
Urge, the restaurant need to ensure that the manufacturing of the products
does not create any environment degradation and hence, it is needed that the
restaurant adopt sustainable use of the natural resources and dump its wastes
in places that are isolated from any human inhabitants.
Legal The legal factor denotes the matter of the State and the manner in which the
Australian companies can comply with the factors. According to Baker
(2016), the legal factors include the ethical factors that govern the existence
of the companies. Burger Urge need to consider the laws related to the
company and the environment so that the restaurant can continue its business
and ensure that the popularity of the restaurant continue to increase in the
business market of Australia. Therefore, this can pose as a serious threat for
the restaurant and its business
Table 2: PESTEL analysis
(Source: Created by author)
Development of SWOT analysis
A SWOT analysis can help in determining the internal capabilities of an organisation
and the manner in which it can use it to gain opportunities in the competitive business
market. Therefore, a SWOT analysis of Burger Urge needs to be conducted so that the
capabilities of the restaurant can improve.
Strength Weakness

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 Pricing structure
 Talented employees
 Variety of food and drink product
 Less number of waiting staffs
 Does not provide adequate training of
the employees
 Unable to get consistent supplies
Opportunity
 Increase profitability
 Increase the popularity of the
restaurant
 Manufacture food keeping in mind
the health consciousness of the people
Threat
 Reputed restaurants that serve the
same time of food
 New restaurants with a diverse choice
of food
 Raising of prices for the safe keeping
of the customers
Table 3: SWOT analysis
(Source: Created by author)
The strength of Burger Urge is its pricing structure as it provides the customers with a
pocket-friendly price of the product. This may be mainly because of the fact that the
restaurant targets customers that belong to every class of the society. Hence, people of higher
or lower class can afford to take a meal in the restaurant at any point of time. At the same
time, the restaurant have talented employees that are capable of providing the best quality
service to the customers. The manufacturing of the burgers, wings and other products of
Burger Urge need to be done in a proper manner with quality so that it can attract the people
and provide them with a healthy life. The variety of food and drinks that are provided by
Burger Urge can provide it with a competitive advantage so that it can expand and gain
popularity in the restaurant market chain.

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The weakness of the restaurant is that it does not have enough staffs to wait on the
customers. This becomes a severe problem particular during rush hours as the orders flow in
and it becomes difficult for the existing restaurant staffs to comprehend with the demands. At
the same time, the new staffs are not provided with proper training so that they can continue
be effective in the restaurant. This can be a huge weakness, as the staffs need to be provided
with training regarding managing the flow of customers and the manner in which they can
serve the customers. Consistent supply of raw materials required for manufacturing the food
product is also a weakness. This is mainly because the position of the restaurant is not at a
convenient location. Therefore, suppliers find it difficult to provide assistance to the
restaurant based due to this weakness.
At the same time, the opportunities that can be gained by the restaurant include an
increase in the profitability. This particular aim at gaining opportunity is considered as an
objective for the restaurant. Therefore, the profitability can be increased by utilising the
strength of Burger Urge so that the talented employees can help in providing Burger Urge
with the required finances required for expansion. This can also improve the popularity of the
restaurant among the customers in Australia, as a reputed burger supplier. With 26 stores in
the country, the restaurant has gained some level of popularity but it can improve its business
by utilising its strengths (Burgerurge.com 2018). Another opportunity that can be developed
by Burger Urge is the fact that it can provide healthy food for the people. It has been
evidenced that the restaurant takes into account the restricted diet of the customers and based
on it manufactures gluten free food so that every customer can enjoy the food served by it.
However, certain threats exist that provide the company with a disadvantage in the
market. One such threat is the competition from the top rivals. Restaurants such as
McDonalds and Burger King prove as the biggest competitors for Burger Urge. Therefore,
gaining popularity and loyalty of the customers beating these companies can be a challenge

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for the restaurant. At the same time, new restaurants that offer more than burgers and the
products sold by Burger Urge can pose a threat for the restaurant. This is because the
customers prefer a proper diner rather than restaurants that serve snacks or fast food always.
Hence, the price of the food needs to be considered so that customers do not get dissatisfied
based on the balance between the price of the food and the quality of the food.
Marketing goals and objectives
The goal and objectives of the restaurant is to provide the best quality burger to the
people so that they enjoy the food and remain loyal to the restaurant. However, the objectives
of the restaurant need to be improved so that it can attain the marketing plan in a proper
manner. The goal is to expand its reach across the country and become the number one
burger-selling restaurant in Australia.
Specific The specific objective that need to be undertaken by Burger Urge is to
increase the sales of the product and gain the loyalty and popularity of the
customers
Measurable This objective can be measurable as every existing and popular restaurant in
the world had to start off as a new entity before attaining popularity in the
market
Achievable The objective is achievable as it analyses the existing trends in the market. In
the case of Burger Urge, the restaurant can achieve the target by ensuring
that proper resources are adopted so that it can grow in the market of
Australia
Realistic The realistic manner in which this objective can be achieved includes
understanding the concept of marketing. Benchmarking can be utilised by
Burger Urge so that it can gain inspiration from reputed companies to

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improve their product
Time line The objective can be achieved within 3 years
Table 4: SMART analysis
(Source: Created by author)
Marketing strategy
The strategies that can be adopted by Burger Urge include:
Increase in sales: This can be done by analysing the economic condition of the
country and the demand of the customers (Chaffey and Ellis-Chadwick 2016). Burger Urge
need to ensure that experienced market mangers are appointed so that it can continue with its
business, within the Australian market. At the same time, it is also necessary to ensure that
the budget of the restaurant is maintained so that innovative tactics like providing free
coupons or free products can be adopted.
Bring in new customers: According to Babin and Zikmund (2015), existing
customers denote the loyalty that a restaurant can maintain of its customers; however, gaining
new customers denote the expansion of the business and its popularity. Burger Urge can
formulate strategies that can help in bringing about new customers in the business. This can
be done by reducing the prices of the products and by establishing its stores in new areas of
the country. This can help in ensuring that the restaurant can the required financial gains
necessary for expansion.
Marketing implementation
The marketing strategies adopted by Burger Urge can be implemented within the
organisation by the help of the stakeholders. Specific action plans can be comprehended to

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understand the responsibilities that are needed to be adopted by the employees. Therefore,
Burger Urge need to analyse the strategies based on the target of the restaurant and the
actions needed to achieve the target.
Topic Action Target/measure Deadline Responsibility Actual
result
achieved
Increase in
sales
Appoint
experienced
marketing
manager so
that the
demands of
the
customers
can be
analysed
The target of
Burger Urge is
to ensure that it
reaches every
customer in
Australia within
3 years and
increase the
revenue and
profit of the
restaurant
Within 3
years
Marketing
manager
Increase the
sales of the
restaurant
Bring in
new
customers
Recruit
experienced
public
relations
manager so
that new
customers
can be
The aim is to
maintain the
loyalty of the
old customers
and the gain
new customers
that can help in
increasing the
Within 2
years
Public
relations
manager
Gain more
customer
and increase
popularity

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attracted. popularity of the
restaurant. This
can be done by
providing
innovative
products for the
success of the
restaurant
Table 5: Action plan
(Source: Created by author)
Evaluation and Control
According to Malhotra and Peterson (2014), the evaluation and control of a marketing
plan can be undertaken either at the operational level or at the strategic level. The
effectiveness of the strategies adopted by an organisation and its pursue of the strategies can
be done with the assistance of certain controlling tools. These tools include premise control,
implementation control, strategic surveillance and special alert control. In the case of Burger
Urge, the control method that can be adopted by the restaurant can be the strategic
surveillance. This is mainly because of the information received from reliable sources about
the risks that may be involved in implementing the strategies. It has been seen that Burger
Urge adopts strategies that help in increasing the sales and bring in new customers.
Therefore, the analysis of the internal as well as external factors helps in bringing about
control within the organisation (Sheth and Sisodia 2015). Therefore, Burger Urge can use this
particular strategy so that it can maintain its effectiveness in the business market.

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Conclusion
Therefore, it can be concluded that in order to expand in the market of Australia, it is
necessary that Burger Urge maintain a proper marketing strategy that aligns with its
objectives and goals. The improved objective of the restaurant need to be such that it
addresses every problem that may be faced so that it can continue with its business prowess.
The strategies adopted by Burger Urge can address the improvement of the internal factors as
well as the external factors that affect the business. Therefore, the monitoring and control
method can provide Burger Urge with an opportunity to improve its market and ensure that it
dominates the Australian market.

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