Marketing Essentials: Analyzing Marketing at Hungry Box Chicken (HBC)

This report provides a comprehensive analysis of marketing essentials within the context of Hungry Box Chicken (HBC). It begins by explaining the key roles and responsibilities of the marketing function within HBC, including idea generation, relationship maintenance, and market understanding, and ...Read More

Marketing Essentials
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Table of Contents
Introduction................................................................................................................................3
Task 1.........................................................................................................................................4
LO1 Using your knowledge and experience as a manager, educate the staff in one of your
training by explaining the role of marketing and how it interrelates with other functional units
of an organization.......................................................................................................................4
P1 Explain the key roles and responsibilities of the marketing function using Hungry Box
Chicken as an example...............................................................................................................4
P2 explain how roles and responsibilities of marketing relate to the wider organizational
context such as sales and warehouse departments so as to maintain the requires level of stock
....................................................................................................................................................6
Task 2.......................................................................................................................................11
LO2 Compare ways in which organizations (Hungry Box Chicken) use elements of the
marketing mix (7Ps) to achieve overall business objectives....................................................11
P3 Compare the ways in which different organizations (Hungry box chicken) apply
marketing mix to the marketing planning process to achieve business objective....................11
Task 3.......................................................................................................................................16
LO3 Being the assistant marketing manager, your marketing manager asked you to develop
and evaluate a basic marketing plan for HBC..........................................................................16
P4 As the assistant marketing manager, produce and evaluate a marketing plan for HBC.....16
Conclusion................................................................................................................................21
Reference List..........................................................................................................................22
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Introduction
The term “marketing essentials” can be considered as a process through which an
organization or an individual can make effective plans and strategies in order to gain
competitive advantage in the market. Marketing essentials play a crucial role for an
organization, which allows the company to be more effective in its business activities.
This assignment focuses on identifying the essential factors of marketing essential in the
context of Hungry Box Chicken. This assignment includes the nature of marketing and the
impact of marketing on the business organizations. Marketing concept, present and future
trends of the marketing are also described in this assignment. In order to find the difference
between marketing planning procedure of HBC and KFC, a comparison among their
marketing mix is also conducted. An effective marketing plan has been provided through
which the company can gain more revenue and advertise its products and services.
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Task 1
LO1 Using your knowledge and experience as a manager, educate the staff in one of
your training by explaining the role of marketing and how it interrelates with other
functional units of an organization
P1 Explain the key roles and responsibilities of the marketing function using Hungry
Box Chicken as an example
Introduction
Marketing can be considered as a procedure through which an organization or an individual
can sell their products and services or can purchase their required products from the market.
This part of the assignment emphasizes on the roles and responsibilities of the marketing
manager of Hungry Box Chicken.
Concept of marketing
The idea behind marketing comes to the peoples’ mind in order to sell products and services
for gaining competitive advantage (Pike, 2015). Marketing also allows the companies to
perform their business activities in such a way that it can gain customers’ satisfaction
efficiently. Marketing also allows the companies to increase their brand name and brand
image by providing high quality products and services to the customers.
Present and Future Trends
In the present day, marketing activities of Hungry Box Chicken are based on advertisement,
e-commerce and offline sales procedure. In the advertisement process, the company applies
several procedures such as; TV, radio, social media, newspaper, leaflet distribution and other
procedures. On the other hand, for being a valuable food chain in the UK market, HBC aims
for adopting innovative technologies, which are available inside the UK market
(Scarborough, 2016). The company also aims to go with the flow recent activities happening
in the marketplace and make their products and their prices according to the consumers’
demand. For example, Hungry Box Chicken focuses on producing those food products and
service that are in high demand and at the same time restrict the production of low-demanded
products in order to carry out the operations in a profitable manner.
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In case of future trends, it is completely impossible to draw the conclusion about the future
marketing of HBC, as in the food chain, the value of products is always fluctuated. However,
it can be just predicted that advanced technology will provide awide opportunity to this
company to bring changes in their products to suit the preferences of the customers
(Malhotra, 2015). On the other hand, as the priority of e-commerce (online-based home
delivery) is increasing effectively, therefore, it can also be predicted that after 3-4 years the
entire business of this company will be performed with the help of internet. The current and
traditional advertising or promotional mediums (e.g. TV, radio, newspaper, leaflet
distribution and others) will be faded out and this promotional activity will be completely
based on the social media and online advertisement.
Company background
Hungry Box Chicken is a renowned food chain in the UK market, which is operating over 10
cities. The main product of this company is “fried chicken”. The company is also connected
with different social and promotional activities and recently targeted by the PETA campaign.
This company includes 8% of the entire market share of the food chain in UK and includes
more than 2000 staffs across UK (Rudden, 2016). The management of this company is also
very active in order to maintain a proper and healthy environment inside the workplace.
However, the company poses a good reputation inside the food chain of UK, but HBC was
charged for delivering lower quality products, which is referred to junk and unhealthy food
for the human health.
Key roles of marketing
In case of HBC, the marketing roles can be categorized into two different parts such as;
Jumpstarting and Insight. Jumpstarting is a process, which allows the company to generate
innovative ideas along with effective marketing analysis, so that company can gain
competitive advantage inthe market. In case of Insight market, it allows the company to
maintain a healthy relationship with the customers along with the stakeholders and
shareholders of the organization. The roles of marketing of Hungry Box Chicken can be
described as follows;
Position: Marketing allows Hungry Box Chicken to make proper marketing analysis in order
to gain a proper position inside the marketplace. As there are several companies available
inside the UK market those are providing similar types of products to their customers.
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Through this procedure, it becomes much easier for the company to predict their ranking
among their rivals.
Idea generation: Marketing also allows the companies to make effective ideas, planning and
strategies so that it becomes much easier for the company to gain revenue and competitive
advantage from the marketplace (Hair Jr et al., 2015).
Key relationship maintenance: In order to perform effectively inside the market, it is mostly
required for the company to maintain and sustain a well and healthy relationship with their
key partners, clients and shareholders. This process allows the company to maintain healthy
relationship with their customers, stakeholders and shareholders, so that HBC can gain
effective support from them while necessary.
Market understanding: Market understanding can be considered as a process, which allows
the company to generate an effective concept about the recent trends and activities occurring
inside the marketplace. This procedure will allow the company to make their footstep within
the market in such a way that they will be able to gain competitive advantage easily. It will
also allow Hungry Box Chicken to understand the demand of their products and services
within UK market.
Product understanding: In order to produce different products and services efficiently, it is
also required for the company to understand their offerings effectively on the basis of various
parameters; such as product quality, quantity, price and others in accordance with other
similar products.
P2 explain how roles and responsibilities of marketing relate to the wider organizational
context such as sales and warehouse departments so as to maintain the requires level of
stock
Every functional unit of Hungry Box Chicken is interrelated to each other and in order to
maintain the products’ quality, every department plays a crucial role within the company. The
roles and responsibilities of every departments of this company can be described as follows;
Production department: This department of Hungry Box Chicken plays the most crucial role
within the working environment of the company. This department allows the company to
collect the raw menials from the suppliers and create the organizational products more
effective (Pappas, 2017). This department also allows the company to increase their
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production rate so that the company can perform their marketing activities inside the market
in an effective manner.
Figure 1: roles and responsibilities of various departments
(Source: Shaw, 2016)
Marketing department: marketing department is considered as the most crucial department
of Hungry Box Chicken. The main purpose of this department is to monitor all the marketing
activities of the company inside the marketplace. Marketing department allows the company
to make the marketing analysis in such a way that it will help the company to gain a better
understanding of the recent condition of the marketplace. This department maintain all the
sales and purchasing (marketing) activities of the company and make effective planning
about the way through which the organization can gain competitive advantage from the
marketplace.
R&D department: The purpose of research and development department of this company is
to make effective planning and strategies in order to bring innovation in the existing products
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(in accordance with the customers’ demands) (Hugos, 2018). This department allows the
company to develop their products more effectively. Most of the cases, in HBC, R&D
department check the product quality and price and make a proper analysis that this product
will fulfil the demands of the customers or not. In general, every departments of this
company are directly connected with this department, as before making any business activity
inside the marketplace, every department requires to take the suggestion and analysis report
from R&D department.
Finance Department: The main purpose of this department in HBC is to keep proper track of
the financial system of the company. Every financial activities of this company are
maintained by this department (e.g. sales cost production cost, advertising cost and others).
Quality department: Quality department of HBC plays a crucial role in order maintain the
products and services’ quality of the company (Wanget al., 2016). The main objectives of
this specific department is to analyse the products’ and services’ quality in an effective
manner and send the quality report to the management department so that, management of the
organization can make effective planning about marketing those products and services based
on the quality.
Material control department: Material control department allows the Hungry Box Chicken to
make effective planning in order to achieve better quality products from the suppliers as well
as also monitor that the resource quality is not get hampered. With the help of material
control department, it becomes possible for the company to maintain their product quality in
an effective manner.
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Figure 2: Interrelationship Diagram
(Source: Pappas, 2017)
This department of Hungry Box Chicken plays the most crucial role within the working
environment of the company. This department allows the company to collect the raw menials
from the suppliers and create the organizational products more effective (Pappas, 2017). This
department also allows the company to increase their production rate so that the company can
perform their marketing activities inside the market in an effective manner. In case of HBC,
the marketing roles can be categorized into two different parts such as; Jumpstarting and
Insight. Jumpstarting is a process, which allows the company to generate innovative ideas
along with effective marketing analysis, so that company can gain competitive advantage in
the market. In case of Insight market, it allows the company to maintain a healthy
relationship with the customers along with the stakeholders and shareholders of the
organization.
B2B and B2C Marketing
In case of business-to-business and business-to-commerce, both of these procedures can be
referred to the online process through the company can perform their business activities in an
effective manner. In case of B2C marketing, the company will keep their focus on selling all
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of their product by targeting individuals and in case of B2B market, the company focuses on
selling their products to other business companies. Both of these procedure are e-commerce
processes, which allows the company to make the sales activity of the company in an
effective way.
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Task 2
LO2 Compare ways in which organizations (Hungry Box Chicken) use elements of the
marketing mix (7Ps) to achieve overall business objectives
P3 Compare the ways in which different organizations (Hungry box chicken) apply
marketing mix to the marketing planning process to achieve business objective
In order to gain competitive advantage and to be more profitable form the market, it is mostly
important for the companies to analyse the marketplace in an effective manner. The
comparison of different way through which HBC (Hungry Box Chicken) and KFC (Kentucky
Fried Chicken) are applying marketing mix (7Ps) for achieving the business objectives can be
described as follows;
7Ps elements Hungry Box Chicken Kentucky Fried Chicken
Product In case products, “chicken
sandwich”, “chicken fry”,
“chicken burger”, “chicken
internet” and other are the
most famous and quality
products of the company. On
the other hand, the company
also launches several
innovate products during
some special occasions such
as “chicken Manchurian”,
“hot grilled chicken” and
others.
In case of products “chicken
finger”, “chicken puff,”
“chicken patties” and other
are regular products of the
company. On the other hand,
the company also offers
jumbo packs in where coke,
Pepsi and other soft drinks
are offered by the company.
Similarly, in special
occasions, this company also
offer special products and
discount in order to draw the
consumers’ attention, such as
“Hot potato chicken”,
“chicken devil” and others.
Place Place also plays a crucial role
for this company. In order to
In case of KFC, it can be
stated that for being a
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draw the attention of the
customers the strategic
location of the company
plays the most important role
(Akbaret al., 2017). The
company aims for build
every of their store inside the
main and popular
marketplaces so that it can
draw the attention of the
customers very easily. In the
present day, this company is
having their stores across 10
cities of UK and trying to
expand their business more.
multinational company, this
organization is having more
5000 stores across the globe.
Every popular place of a
nation are now having at-
least 3 of KFC store and each
of those places are located in
a very popular place.
Therefore, due to the proper
location of the organization,
the company become
successful to gain the
consumers’ attraction in an
effective way.
Price Price also plays another
crucial role for achieving the
business objectives of the
company. For example, if
HBC increase their product
price more in compare to
others’ offerings, then the
company might lose their
loyal customer base. In
addition, if the company
offers better quality products
in an affordable price rate in
compare of other similar
products, then the company
might gain more consumers’
attraction. Therefore, the
company is now aiming for
offering their products in an
The pricing strategy applied
by KFC is very simple
(Ottman, 2017). The
company always makes a
proper analysis of the market
and based on the demand of
their products, they are
increasing or decreasing their
products’ price. Therefore, it
can be stated that the
company retaining their
customer base and position
inside the marketplace.
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affordable price rate to their
consumers.
Promotion Promotion refers to those
activities through which the
company can promote their
business and products to the
customers’ eyes (Babiuket
al., 2015). In case of HBC, in
order to promote their
business in an effective
manner, the company using
various techniques such as;
leaflet distribution, social
media advertising, TV, Radio
and others.
For being a popular and
valuable food chain across
the globe, KFC apply various
tactics in order to promote
their business and products
effectively. The company
provide sponsorship to
different games and also use
tradition approaches (e.g.
social media, newspaper,
leaflet and others) in order to
promote their products and
advertise about their
offerings.
Process Process refers to the methods
through which the companies
are applying their planning
and strategies in order to gain
more revenue from the
marketplace. In this scenario,
HBC are developing their
R&D and planning
department effectively in
order to gain competitive
advantage from the market
(Ryan, 2016).
KFC is using traditional
process in order to increase
the sales of their products
and to gain more revenue
from the market.
People Propel refers to the
employees, shareholders,
investors, loyal customers of
the company and in order to
maintain healthy relationship
In case of KFC, people refers
to the same as HBC, but the
company also considered
their targeted customers as
people as well, so that it
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with them. becomes easier for the
company to gain more revue
from the market effectively.
Physical Evidence Physical evidence refers to
the process through which
the products and services of
the company are perceived
into the marketplace
(Lukitoet al., 2015).
In case of KFC, physical
evidence refers to the
methods through which the
company implement and
draw their image into the
market along with the
consumers’ mind-set. For
example, if someone asks
another about the name of
good restaurant or food
plaza, then the person will
name for KFC.
Table 1: Comparison of 7Ps between Hungry Box Chicken and KFC
(Source: Created by the learner)
Application of marketing mix to gain business objectives
The company should make their brand image much higher into the customers’ mind in such a
way that they can draw a good will and better image of their products into the consumers’
mind.It can also be stated that the companies should apply those procedures in their business
activities, which can lead them towards achieving success from the market.
Comparison of objectives
The objectives of HBC is to gain the top most position in the market by gaining competitive
advantage, whereas, the objective of KFC is to retain the marketing position and gain more
revenue including a strong and loyal customer base.
Comparison among products and services
For being an important food chain inside the UK market, HBC are developing the taste and
quality of their products so that the company can gain competitive advantage from the
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marketplace (Babiuket al., 2015). KFC is one of the most popular food chain across the globe
and renowned for the excellence quality and taste of their products and services.
Marketing planning process
Marketing planning can be considered as a procedure of making effective strategies, which
can lead the company towards achieving success. In order to gain more customers it is mostly
required by this company to make effective marketing planning so that the company can hold
their position and can perform their business activities effectively. The entire marketing
process includes analysis of the business environment and market, planning and
implementation of the appropriate marketing plan and having proper control over the
implementation. These steps facilitate the business organisations to develop effective
marketing strategies and achieve both marketing and corporate objectives.
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Task 3
LO3 Being the assistant marketing manager, your marketing manager asked you to
develop and evaluate a basic marketing plan for HBC
P4 As the assistant marketing manager, produce and evaluate a marketing plan for
HBC
Executive Summary
Marketing plan plays a crucial role for an organization, which allows the company to be more
effective in its business activities inside the marketplace. This part of the assignment
emphasizes on the identification of different aspects of marketing plan. In this part of the
assignment an effective marketing plan, for the new product of HBC (Hungry Box Chicken),
Peri Peri Grilled Chicken is described.
Company Overview
Hungry Box Chicken is a renowned food chain in the UK market, which is operating over 10
cities across the UK. The main product of this company is “fried chicken”. The company is
also connected with different social and promotional activities and recently targeted by the
PETA campaign. This company includes 8% of the entire market share of the food chain in
UK and includes more than 2000 staffs across UK.
Business Vision and Mission
Vision
The vision of the company is to hold the top most position inside the food chain market of
UK.
Mission
The mission of HBC is to provide better quality products and services to their customers in an
affordable price rate.
Current Marketing Situation Analysis
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 Internal analysis (SWOT analysis)
Strengths Weaknesses
 HBC is having a good image inside
the market for its excellent products
and services quality.
 The company also holds 8% of the
entire market share.
 There are many competitors are
existing inside the market and they
all are including a strong market
share and position, if they become
able to produce similar product,
then it might create big trouble for
the company.
Opportunities Threats
 If the company are able to gain a
good customer base and consumer
attraction, then they have the
opportunity to expand their business
across the UK effectively (Pike,
2016).
 The company will also get the
opportunity to gain more revenue
and market share by adopting new
technologies in order to makes their
offerings more effective.
 As stated above, that in the food
chain of UK, the competition is very
high and due to this factor, the
company is facing big trouble.
 Besides that, if any other company
enters into the market and offer
similar and better quality product to
the consumers then it may also
create another threat for the
company.
Table 2: SWOT analysis
(Source: Created by the learner)
 External analysis (PEST analysis)
Political factors: Political factor splays a crucial role in order to gain the business objectives
by marketing the new products of HBC, Grilled Chicken. The political parties have the power
to increase the business activities of the company into the market. Therefore, it is required by
the company to maintain a healthy relationship with the parties.
Economic Factors: Economic factors also play a crucial role in order to gain success by
marketing Grilled Chicken into the UK market. Due to Brexit, the value of UK money is
fluctuating and therefore, it might make a negative impact on the product prices(Lukitoet al.,
2015).
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Social Factors: In order to market this specific product in an effective manner, the company
to keep in mind about the social factors of the UK market as well(Babiuket al., 2015). The
citizens of UK are food loving and they are very much interested to try out new types of
foods. This also creates an opportunity to the company to launch their new product, Grilled
Chicken into the UK market to gain the customers’ attraction very easily.
Technological Factors: Technological factors also play a crucial role in order to market this
new product. The company has the opportunity to adopt innovative technologies in order to
make their products more effective and testy.
Marketing Objectives
The marketing objectives of HBC can be described as follows;
 To draw customer attraction towards this new product
 To gain more revenue and loyal customer base for the company
 To increase the overall market share in the food and beverage industry
 To increase sales by 10% by next financial year
Core Strategies
In order to make the core strategies, it is required by the company to consider products,
prices, place and promotion, which refers to the 4Ps analysis. 7Ps analysis is suitable for
services and 4Ps analysis is for a particular product. As this marketing plan is conducted for
marketing a specific product “grilled chicken,” therefore the required 4Ps strategies can be
described as follows;
4Ps analysis
Product: As this marketing plan is based on marketing the new HBC product, that is Grilled
Chicken, therefore, in this factor Peri Peri Grilled Chicken will be taken into consideration as
the product. The uniqueness of this item, which is the Peri Peri flavour, would attract those
customers who have preferences for spicy food and grilled chicken items.
Price: The price of this product would be set in a cost-effective manner, as the company has
always been able to fulfil the needs of the customers with different budgets. This strategy will
help in attracting customers with pocket-friendly, medium or any other type of budget.
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Place: This specific product will be made available in all the stores across the UK and online
delivery will also be available.
Promotion: Promotion refers to the process of promoting or advertising this specific product
into the market in order to gain the consumer’s attraction effectively. Such as; social media,
leaflet distribution, TV, Radio and other traditional ways will be taken into consideration in
this context.
Segmentation, targeting and positioning (STP)
Segmentation: In case of segmentation, HBC will segment the entire market into two
different divisions; such as demographic and geographic. In case of demographic, the
company will require to segment the market by age wise (age group of 10 – 25, 25 – 40 and
above 40) and income wise (income group of 10,000 – 25,000, 25000 – 40000 and above
40000) in order to find their loyal customer. In case of geographic, the company requires
segmenting the market zone wise and city wise.
Targeting: After completing the segmentation of the entire market, the company will set their
targeting on those who are mostly interested to try new foods offered by the company.
Positioning: This refers to those processes, which are required to advertise and promoting
this specific product in order to draw the attention of the targeted audiences towards their
products in an effective manner.
Tactics & Action
Marketing
Requirement
Marketing aim By whom By when Resources
needed
To inform the
food loving
people about the
new product
launching
To gain loyal
customer base
and to generate
more revenue
from the market
Marketing and
management
department
2 months Monitory
system,
advertising and
others
Table 4: Tactics and action
(Source: Created by the learner)
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Budget
Particulars 2019 (million pound)
Transportation 0.41
Promotional activities 0.2123
Miscellaneous expenses 0.0731
Wages and salaries 0.3
Total budgeted expenditure 2.0
Table 5: Budget
(Source: Created by the Learner)
Control
In case of control this process, the company is to make effective planning and strategies so
that the management can monitor each of the activities regarding this product inside the
market. It is also required by the company to evaluate the market very carefully in order to
predict their success and risks, which can be occurred in the market.
Conclusion
From the above discussion, it has been identified that in order to gain success by marketing
this specific product in the UK market, the company should maintain all the above-mentioned
steps in an effective manner.
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Conclusion
Through the above discussion, it can be stated that this assignment emphasizes on identifying
the essential factors of marketing essential in the context of Hungry Box Chicken. This
assignment includes the nature of marketing and the impact of marketing on the business
organizations. In order to gain competitive advantage and to be more profitable from the
market, it is mostly important for the companies to analyse the marketplace in an effective
manner. It can also be stated that in order to gain competitive advantage from the
marketplace, the company needs to develop their functional units in an effective manner and
should monitor all the business activities inside the UK marketplace.
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