Hungry Box Chicken Marketing Plan: Expanding Business in the UK Market

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MARKETING ESSENTIALS

Contents
INTRODUCTION............................................................................................................................. 2
TASK 1............................................................................................................................................ 3
TASK 2............................................................................................................................................ 5
TASK 3.......................................................................................................................................... 10
CONCLUSION............................................................................................................................... 19

INTRODUCTION
Marketing plays an important role in the growth and development of the organization.
Marketing is the most essential part of the business by which the company can attain its desired
goals easily (Amiri, 2016). There are different marketing strategies and plans used by the
organization to maintain its brand image in the market. This assignment will be discussing the
different types of marketing strategies and plans by which the company can compete with the
other competitors successfully. The marketing manager of the company has many roles and
responsibilities by which the company gains to attain the targets.
For knowing the importance of marketing functions the assignment is choosing the organization
named as Hungry Box Chicken. It is an American company that provides food services to
customers. The main aim of the organization is to expand their areas and provide services in
other countries as well. There are different marketing strategies followed by Hungry Box
Chicken to manage their growth and business operations (Astuti et al., 2015). The organization
wants to complete the requirements of the customers by using innovative and effective
strategies.

TASK 1
The organization needs to maintain some effective business strategies and marketing plans in
order to maintain the growth of the business (Baena, 2018). There are different roles of a
marketing manager who needs to be fulfilled by him to manage the business operations
accurately. The quality and quantity of the product can be managed by the organization to
maintain healthy relations with the customers. Effective marketing strategies can be helpful in
analyzing the needs and demands of the customers by which the company can fulfill it
accurately. The manager of Hungry Box Chicken is having different roles and responsibilities
which need to be completed to gain the aim and objectives.
Hungry Box Chicken serves fresh chicken in many cities in the UK but they want to expand their
business to provide more satisfactory services to the customers. A strong marketing plan and
strategies are needed to expand the business successfully (Barreto, 2015). The marketing
manager of the organization has the responsibility to create an effective marketing plan for the
business. The different responsibilities of the manager of Hungry Box Chicken are mentioned as
under:
PROMOTION OF THE PRODUCT/POSITIONING
The marketing manager of the organization has the responsibility to create the best
promotional strategies by which they can promote their products and services in the market.
Accurate posting of the product can be really beneficial for the growth of the organization.
Appropriate promotion can be helpful in managing healthy relations with the customers and
the company can gain the loyalty of the customers (Brychkov and Domegan, 2017). Moreover,
an effective promotional strategy can be helpful in attracting customers easily.
QUALITY AND QUANTITY OF PRODUCT/TARGETING
The main target of the organization is to provide accurate products to the customers with good
quality and quantity. The manager needs to assure that the quality and quantity of the food will
not be compromised. It has been observed that the Hungry Box Chicken maintains the

freshness of the food products which is really helpful in attracting the customers towards their
food products. The taste, quality, and quantity of the chicken are managed by the organization
which is really helpful in earning more profit from the customers.
WILLING OF CUSTOMER/SEGMENTATION
It is really important to know the will of the customers. The demands and needs of the
customers must be completed by the organization. There are different types of customers and
their needs and demands are different from each other (Barreto, 2015). The company needs to
understand the taste and preference of every customer and provide them services accordingly.
the case of hungry box chicken, the reviews of the customers played an important role in
gaining the knowledge about the taste, quality, and quantity. In the investigation, it has been
concluded that the reviews of customers are positive towards the services of hungry box
chicken.
PRICE
The company needs to provide accurate services at affordable prices so that the different types
of customers can buy it (Chicago, 2018). The price must be fixed according to the quality and
quantity of the product. In case of a hungry chicken box, the price is less than the other
competitors who provide similar services. The organization is providing accurate services at
fewer prices which are helpful in attracting the customers easily. It has been observed that
accurate quality and fewer prices give satisfactory results to the customers.
RISK-BENEFICIAL FOR THE ORGANIZATION
Taking a risk in business is really essential for growth and development. A business organization
cannot get success without taking a risk. The manager of the Hungry chicken box has adopted
different strategies and plans in order to enhance the area of the business. Taking risks can be
really beneficial for the organization to gain success. The manager of the Hungry chicken box is
taking the risk of expanding the business in other areas which can be helpful in enhancing their
growth (Brychkov and Domegan, 2017).

TASK 2
The marketing objectives can be achieved with the help of effective strategies and plans. The
marketing team of the organization creates different strategies to attain desired goals. Analysis
of the market can be really beneficial for knowing the actual conditions of the market so that
the company can make changes accordingly (De Jong et al., 2015). The marketing mix is an
effective method by which the organization can gain knowledge about the present situation of
the business. It is also helpful in managing the brand value of the organization. There are some
goals and objectives of the organization which can be accomplished with the help of the
marketing mix. The marketing mix for Hungry chicken box is presented below:
Figure- Marketing mix
(Source- Gillespie and Riddle, 2015)

Product: Product is the most essential factor which is manufacture and sells by the organization
to gain profit from the market (Griffitts, 2016). There are many competitors of Hungry chicken
box which can impact their performance in the market. The product is a valuable thing which is
helpful in maintaining the brand image of the organization. Macdonald's, KFC, Subway are the
most challenging competitors of the Hungry chicken box which is having the trust of their
customers. It is really tough for competing with the
PRICE: Price is an element which is taken by the seller from the buyer for the services or
facilities they had provided. The organization needs to decide accurate prices for the product in
order to gain the trust and loyalty of the customers. In the case of Macdonald's they bring
different offers and food packages which is really helpful in attracting the customers (Holloway
and Brown, 2016). If Hungry chicken box wants to compete with the organization they need to
adopt some effective pricing strategy to set prices for the products and services.
PROMOTION: There are different promotional strategies used by the organization in order to
promote their products and services. Hungry chicken box is also using the promotional mix for
promoting their products in the market. The promotion of the product is really helpful in
enhancing the brand image of the organization (Hossain and Rahman, 2017). Hungry chicken
boxes can maintain healthy relations with the customers by using appropriate methods of
promotion. Macdonald's is using a really effective method for promoting their products which is
the main reason behind their success and growth.
PLACE: Selection of the place is a really important decision that needs to be made by the
organization accurately. Macdonald’s opened a bar-B-Q restaurant in California after that they
have adopted the concept of the franchise which is really beneficial in expanding the business
successfully. A hungry chicken box can use the concept of the franchise by which they can
expand their business in different areas (Karnaukhova and Polyanskaya, 2016). The selection of
accurate location is really important for the success of the business.

PEOPLE: Peoples are an essential part of the business which is directly or indirectly connected
with the organization. The stakeholders play an important role in the growth and development
of the organization (Kasemsap, 2018). Workers, suppliers, financers, and other employees are
the most valuable assets of the organization who contribute a huge amount in the success of
the organization. The management of the organization needs to select talented and skilled
employees who are capable to handle the work pressure of the organization.
PROCESS: An organization needs an accurate procedure for providing accurate services to the
customers according to their needs. The production and implementation process must be
effective to gain satisfactory results. The employees and the manager of the organization need
to respect the customers and their choices. Macdonald’s is providing home delivery of food
which is really helpful in maintaining healthy relations with the customers (Lukito et al., 2015).
Apart from this online ordering of food can be really helpful in gaining the trust of the
customers. The hungry chicken box needs to adopt accurate procedures which can be helpful
for providing accurate services to the customers.
PHYSICAL EVIDENCE: Physical evidence is an essential element which refers to evidence which
is given by the organization to the customers. It is a physical appearance of the product which
represents the direct interaction of the customer with the supplier (Malhotra, 2015).
MacDonald’s firstly concentrated on designing effective strategies for providing physical
evidence to the customers which are helpful in their growth. Hungry Box Chicken should also
use an effective way to present physical evidence.
Thus, the marketing mix can be really helpful in knowing the actual conditions of the
organization. These seven P’s are really helpful in evaluating the success and growth of the
organization so that the organization can maintain strategies for the future accordingly.

Ansoff matrix is an effective strategy that is really helpful in analyzing the accurate market
conditions. It can be also used by the organization to evaluate the complete conditions of the
organization. There are mainly four strategies that are included in the Ansoff Matrix which is
really helpful in enhancing the productivity of the organization (Lukito et al., 2015).
Figure- Ansoff Matrix
(Source- Scarborough, 2016)
MARKET PENETRATION
It is an effective process in which the company sells its product in the current market in order to
gain profit. The organization can use this strategy for attaining its objectives in the current
market (Silberschatz et al., 2014). There are some objectives of the organization which can be
attained by using the strategy of market penetration.
 It is helpful in enhancing the market share of the company is the current target market.
 This strategy can be helpful in enhancing the growth of the organization by developing
healthy relations with the customers.

 The level of competition is increasing day by day which can be handled by using
different promotional strategies.
PRODUCT DEVELOPMENT
Product development is an effective approach in which the company mainly focuses on
developing the product by which they can attract the customers easily. It is the stage when the
company needs to launch a new product in the market in order to maintain its brand image in
the industry (Tyson, 2014). This approach can be applied by organizations who have accurate
knowledge about the market conditions.
MARKET DEVELOPMENT
This is an effective approach which is really helpful in managing the product and the brand
image in the market. In this stage, the organization develops and sells its product in different
market place in order to increase the productivity of the organization. Hungry Box Chicken can
use this strategy in order to enhance the area of their business. Entering into the new domestic
market can be helpful in enhancing the profit of the organization.
DIVERSIFICATION
It is an effective approach which is helpful in entering the new market with a new product. The
company which is launching a new product into the new market place can use this strategy.
Hungry Box Chicken can use this strategy for entering into the new market with the new
product. The desired results can be accomplished with the help of a diversification strategy
(Walliman, 2015).

TASK 3
The market plan is really helpful in managing all the activities accurately. The marketing plan
mainly consists of all the activities and actions which will be taken by the organization to
achieve the goals. Apart from this all the strategies and plans will be made in the market plan in
order to gain future opportunities for the business (Daoud, 2016). A market plan is a blueprint
for the organization which consists of all the ideas, resources, methods and approaches which
will be used by the company to gain success. Hungry Box Chicken needs to develop a marketing
plan by which they can maintain all the activities and actions accurately to gain the desired
objectives. There are some key elements that are involved in the marketing plans will be
discussed. The marketing plan of Hungry Box Chicken is presented below:
EXECUTIVE SUMMARY
The marketing plan of Hungry Box Chicken consist the ideas, strategies, resources and other
essential things which will be used by the organization to expand their business. This marketing
plan will be helpful in producing and launching a new product on the market. The main aim of
creating a marking plan is to gain success in the business with a planned strategy.
COMPANY OVERVIEW
Hungry Box Chicken is an organization which is established in the UK. They provide a chicken in
different variety which is appreciated by their customers. The organization is providing its
services in different locations of the UK. Due to the claim statement of PETA that the food
offered by the organization is unhealthy the company is facing challenges in the business
(Walliman, 2015). The organization is working on improving the food quality in the economic
range so that they can again gain the trust of the customers.
COMPANY HISTORY:
Hungry Box Chicken is a famous organization of the UK which mainly provides chicken. There
are many competitors of Hungry Box Chicken in which Macdonald is the biggest competitor of