Marketing Plan for BurgerFuel: Action Plan, Implementation Barriers

This report provides a comprehensive marketing action plan for BurgerFuel, a fast-food franchise aiming to expand its market abroad. It outlines key activities such as strategy formulation using the Ansoff model and STP analysis, customer research, product strategy development focusing on differentiation and brand value, and selection of distribution channels. The plan includes specific timelines, responsibilities, and an indicative budget of $1,000,000. Furthermore, the report identifies potential barriers to implementation, including time limitations, resource shortages, communication issues, and internal conflicts, along with control measures to mitigate these challenges. The action plan incorporates a Gantt chart to visually represent the timeline for each activity, ensuring effective project management and strategic execution. Desklib offers a wide range of solved assignments and past papers for students.

MARKETING
PLANNING AND
CONTROL

Table of Contents
3.1 Action plan:................................................................................................................................3
3.2 Interdepartmental support and barriers to implementation........................................................6

3.1 Action plan:
working as the marketing manager of the brand the next task is to prepare a detailed
action plan that can help in the process of allocating of each activity as per specific time
deadlines. There is specification of the seven major tasks that are required to be performed in
context of Burger fuel that is a fast food franchise business willing to expand its market abroad.
They are willing to establish their fast food franchise business in the highly competitive market
for this purpose there is need to understand the market scenario of the newly targeted market.
There is also requirement to analyse the various aspects in order to launch and implement the
strategy.
Activities
Activities to be performed Sub activities Time frame
Strategy formulation  Application of ansoff
model
 analysing STP model
 Evaluating market
segmentation
 identification of
Target market
One week
Researching target segment of
customers
 Understanding of
growth patterns
 Ready for change
 Product
differentiation
 Product packaging &
services
 Creation of brand
value
 Connecting with
customers
Three weeks
Formulation of product  Setting vision and Five weeks

strategy mission
 Identification of
customer needs
 using value chain
 Understanding of
growth patterns
 product
differentiation
strategy
Selection of Strategy  Understanding of
unique features
 Designing of
standards
 formulation of proper
strategy
 Two weeks
Selecting particular
Distribution strategy
 Location of business-
functions
 Evaluating location of
target market
 Reaching to target
market'
 Understanding about
logistics and
transportation.
 Four weeks
Implementation of TV strategy  Brainstorming
sessions
 Adding of brief
 Hiring of adversing
agencies
 One week

 Contracting channels
 Running of business-
functions
Implementation of facebook
strategy
 Creating of team
 Creation of page
 Addition of content
 Facebook paid
promotion
 Influencers and
endorsements
 Two weeks
Total time period 18 weeks
Responsibilities:
For each of the activities the main responsibility and accountability are divided as per the
needs and nature of activity, for this purpose there is analysis of the way each activity will be
assigned in the Timelines present project work:
Different activities Assigned to project stakeholders
Strategy formulation Performed by project head
Researching target segment of customers Team members
Formulation of product strategy Formulated by project head
Selection of Marketing Strategy Selected by marketing manager
Selecting particular Distribution strategy Project head
Implementation of TV strategy Team members
Implementation of facebook strategy team members
Timelines

The time line in context of present project work is based on use of Gantt chart for this
purpose each of the activity is specified as per particular time deadline and then for this purpose
there will be a time period of total 18 weeks that will be required for completion of all the
activities that are part of launching and implementation of marketing strategy. Below mentioned
is the Gantt chart in which all the activities are divide as per required time specification:

Indicative budget:
There will be some specific financial requirements that are required to be complied in
order to complete the present research work. For this purpose a specific budget is being allotted
by the finance department that is required to be complied in order to complete the project work.
For this purpose there is financial requirement of $1,000,000 which is being allotted as per need
of various activities.

3.2 Interdepartmental support and barriers to implementation
In course of present research work there are some of the specific barrier which can arise
in the course of project work. Some of such barriers are mentioned below:
Limited availability of time period: There can be limitation in availability of time
because the time period for each of the activity is clearly mentioned which is just 18 weeks but
while actual performing of tasks there can be issue of lack of time frame that can affect the
effectiveness of work.
Lack of resources: There can also be issues of shortage of resources that can posses an
impact on the overall functioning of the project work. Resources can be in financial terms of
human resources where the skills and abilities of the team members may not be adequate and
affect the present functioning of the project work.
Communication barriers: communication barriers can also arise when all the members
are working together in a team. To deal with such issues it becomes important to have clarity
while there is allocation of responsibility and accountability relationship while working. Apart
from this there must be proper verbal and written communication channels that are required to be
Internal conflicts: while all the team members are working together there can be
situations where internal conflicts that may arise among the members while they are working
towards common objectives.
Control measures:
In order to deal with such issues and problems the marketing manager will be working on
dealing with the commination barriers by using of proper verbal communication tools. For the
purpose of dealing with issues of internal conflicts there can be using of collaborative working
practises. For dealing with the situation of lack or shortage of resources the focus can be on
optimum utilisation of resources. For financial resource there is need of coordination with
finance department and in context of human resource there is need to have support from human
resource department.