Marketing Strategy and Plan for a Burger Restaurant: Analysis

This report presents a detailed marketing strategy and plan for a burger restaurant, focusing on various aspects of marketing. The report begins with an overview of competitive strategies, emphasizing product differentiation and cost advantages. It then delves into the 8Ps of marketing, including product description, pricing strategies, and promotion tactics. The report provides a SWOT analysis to assess the restaurant's strengths, weaknesses, opportunities, and threats. A competition analysis evaluates the strengths and weaknesses of competitors. The report further explores market analysis, target market characteristics, segment profitability, and unique selling propositions. Distribution strategies, product sales, and promotional techniques are also discussed. The report emphasizes the importance of internet marketing, promotional campaigns, and advertising. Finally, the report concludes with a comprehensive analysis of the burger market and offers recommendations for the restaurant's future.

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Marketing strategy and plan
Name
Institution Affiliation

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Table of Contents
Competitive strategy........................................................................................................................4
Marketing strategy...........................................................................................................................4
8P’s of marketing.............................................................................................................................4
Product description......................................................................................................................4
The pricing strategy.....................................................................................................................7
Price of burger vs. the competitors...........................................................................................8
Positioning.................................................................................................................................10
Promotion...................................................................................................................................11
People in the business................................................................................................................14
Process.......................................................................................................................................16
Physical environment.................................................................................................................16
Productivity................................................................................................................................17
Situation (SWOT) analysis............................................................................................................17
Strength......................................................................................................................................17
Weaknesses................................................................................................................................18
Opportunities..............................................................................................................................18
Threats........................................................................................................................................18
Competition analysis.....................................................................................................................18

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Strength and weakness of competitors..........................................................................................19
Chief Lagenda Restaurant..........................................................................................................19
Vinh Thuan Restaurant..............................................................................................................20
Aangan Deer Park......................................................................................................................20
Tandoori treats...........................................................................................................................20
Market analysis and the future plan...............................................................................................22
Characteristics of target market.....................................................................................................24
Segment profitability.....................................................................................................................24
Unique selling proposition.............................................................................................................25
Product main features....................................................................................................................26
Reflecting position.........................................................................................................................26
Distribution strategy......................................................................................................................27
Product sales..................................................................................................................................27
References......................................................................................................................................28

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Marketing strategy and plan
Competitive strategy
The management offers the product differentiation for this product. It provides the
customers with unique and valuable offering, which is the reason most have been loyal to the
management. There is also an aspect of cost competitive advantage since the company is able to
use its inexpensive raw materials, skilled workforce, efficient operations and controlled low
prices to enhance a maximum value to consumers. In this regard, cost is kept at minimum is a
level that most consumers can afford (Valentin & Sage., 2015). This is opposed to situation in
most competitors where the cost of this product is beyond what many people can afford.
Marketing strategy
8P’s of marketing
The marketing strategy of this restaurant is based on the 8 P’s of marketing. This is one
of the essential strategies and tools of marketing. This plan will explain the 8P’s and how it need
to be strategist for the marketing (Baligh, 2011). The 8 P’s include;
Product description
The new product will be Burgers. It is a product with a great taste and quite delicious
when used with chips. There are different types of burgers that are prepared in this company. For
instance, there are bacon burgers, umami burgers, pug burgers, minetta burgers, green Chile
burgers as well as the onion and cheddar smashed burger. The cost of chip is very friendly in this
organisation compared to most of the competitors and therefore the number of customers who

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admire this food product is increasing with time. Besides, there are chef with sufficient
knowledge and skill in preparation of this product (Goyal, 2014).
The following is table showing the product provided in restaurants along sides burgers
Product or
Service
Features Benefits Unique
Selling
Position
Support Spin Offs
Cold drinks
It has
important
nutrients
needed by
the body
The drink
will help
the
customers
enhance
their
health
It is less
expensive
compared
to others
sold by
competitor
s
I offer
advice
based on
how the
drink is
consumed,
too much
of it is not
health
Spin off
are not
offered
Sandwich It is used
to relieve
one from
stress
It keeps
one active
throughout
the day
It has a
friendly
price
In case the
customer
identify
any
problem
with the
Spin off
are not
offered

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sandwich
money is
refunded
Ice cream
It is very
effective
when it is
hot
It is used
to cool
high
temperatur
e in the
body
It is
offered in
large
quantity
There is a
two days
warrant
offered
The spin
off are not
offered
Cakes
It is sweet
and highly
flavoured
Has
important
nutrients
required
by the
body for a
health
living
It can stay
for a long
time
without
expiring
This
product
comes
with a
warrant
The spin
off are not
offered
Burges they have
medicinal
value
Contain
calcium
required to
strengthen
They are
very sweet
tasting
Promotion
for this
product
happens
The spin
off are not
offered

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the bones quite often
Tea
The tea
leaves
used is
free from
caffeine
If taken in
the
morning, it
keeps one
active
throughout
the day
It takes
long
before it
expire
When the
product is
on
promotion,
it can be
sold at half
the price
The off are
not offered
The pricing strategy
The pricing of burger depend on several factors. One of these factors is the region that
people come from. There are some areas that people have not information about burger and
they also do not understand where it exists. In the bid to inform and attract such people
toward consuming this product, it is sold at a lower price and also sometimes in a
promotional strategy. The main idea behind this scenario is that when most people find that
the price is too high, they might change their altitude towards this product and therefore
decided never to buy it. However, when it is sold at a lower price for the first time and people
feel its taste, it will be easier not for them to keep buying it and therefore the management
can now adjust the profit of this product. Besides, the management also changes the price for
the constant users of the products, in the bid to absorb more customers from the competitors,

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they offer promotion quite occasionally and this has played a significant role in increasing
the number of customers in the company. Hence, the future of this organisation is quite
promising.
Price of burger vs. the competitors
The following table show the price of burgers and other products in McDonald Deer Park. It also
compare with what is offered by the competitors
Product or
Service
Price Costs Net Profit Comp.
Price
Value
Cold drinks
$1.5
$1500
$500 $1.6 It has some
medicinal
value
Sandwich
$2
$2000
#350 $2.5 It contains
nutrients
required for
a health
living
Ice cream
$1
$1000
$250 $1.2 It helps in
cooling the
temperature
in the body

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Tea
$1.5
$1500
$500 $2 It is free
from
caffeine
Burges
$3.5
$3500
$800 $3.5 They have a
very sweet
flavour
Cakes
$2
$2000
$250 $2.5 It contain
minerals
require to
keep the
body
health.
Based on the number sales of burger that this organisation has made, it is apparent that
the level of the profit of the company has not been promising. The management has to set up
appropriate measures that will enable it achieve its goals and visions within the appropriate time.
There is a very small different between the price of sale of products and with the price of buying
the raw materials together with the processing price (Ross, 2019). For instance, the products used
to make burgers last year cost about $50000, the processing price was $15000 while the same
was sold for $80000. This means that the profit that was realized after the whole process was
$15000. Therefore, the size of profit is not promising. It is not worthy it waiting for $15000 for

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the whole year, therefore, the management need to enhance some measures to ensure they get
sufficient profit to be able to handle different company’s projects in the long run. The same
applied to most of other products such as coffer beverages, burgers & chips etc. To ensure there
is good profitability, the organisation needs to set up effective measures and do a thorough and
comprehensive research to study the nature of the market so that they understand how to
approach the customers. Moreover, there is a great need to add more quality to their products so
that they can attract more customers in the market. However, if they fail to enact these measures,
this company will keep on losing, which means it is future is very risk.
Positioning
The use of internet is the right channel in distributing burgers product to the customers in
the market. This channel is most appropriate because more than 80 percent of the customers can
access internet through devices such as Smartphone, laptops etc. in regard, they will be bought
very fast within a short period of time. Besides, it will be able for the management to interact
with the customers through internets, get their views concerning the services and products
offered, which will be an important opportunity to enhance improvement as well as coming up
with betters ways to serve the customers better (Sengupta, 2017). Other channel that should be
used includes exporting. There is demand for burgers in the international market and therefore
the management is coming up with better ways to measures that will enhance the exports of this
product to foreign countries.

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Promotion
In the bid to encourage more people to buy the burger from this organisation, the
organisation has set up different promotions measures. For instance, the price of this product is
sometimes reduces when it is necessary to have more customers. A low price encourages as
many customers as possible to come and buy this product in large number. As much as the
organisation does not make the expected profit, it manages to invite more customers in the
company. This has proved to be an effective promotion strategy since time immemorial and has
led to extensive growth for this organisation (Darren Gelder, 2013). If the management keep
changing price, this growth and development of this organisation will continue to be experienced
in future.
Besides, there are campaigns that are constantly carried out initiated and funded by the
leadership whose object is to market the burgers as well as other products sold in this
organisation. In most cases, these campaigns target the young people and it takes place in large
as well as other areas where there is concentration of youth. Since people are this age have a
passion music, there are famous music artist whose role is to attract the young people are mostly
their fans as well as other elderly people. When large crowd of people is gathered, the marketing
team of these restaurants takes the advantages and talks to people about the burger as well as
other products sold in this organisation. The gather crowd is information about the health
benefits from this organisation until they are fully convinced about the importance of these
products and start buying them. Since these campaigns started taking place, they have enabled
this organisation to have many customers and therefore, the profit maximization is evident
(Porter, 2014).

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Another promotional strategy that is used is through carrying out advertisement in radio
and televisions. There advisement are design in such way that they inform people concerning the
burger and other product and both the nutritional and medicinal value that is available in such
products. Since, there are many people with a negative attitude towards these products and
therefore do not buy them, these advertisements plays an important role toward causing them to
have a change of these attitude and embrace burger alongside other product. The management
seek target the old people because they are constant users of these media. Majority of them
depends on radio and televisions to get news of what is going on around the world and therefore
they are quite effective. The print media are used as well. Stories and photos of burger are put in
newspapers especially the one that is most read by many people. As they read their favorite
section they come across these photos, where some get interested and end up seeking for more
information about them and in the process become the loyal customers of this organisation. In
this regard, the promotional strategies that are used have proved to be very successful.
The table below provides in details the promotion techniques in McDonald Deer Park.
The technique is given in six categories.
Product
or
Service
Online Public
Relations
Advertisi
ng
Promotio
n
Packagin
g
Brandin
g
Burger The use
of
search
Media
relations
Creating
pages on
social
Selling at
a lower
price than
Foil
sealed
bag
Attitude
branding