Strategic Marketing and Development of Burger Fuel Business Report

This report provides a comprehensive analysis of Burger Fuel's strategic management, marketing strategies, and business development within the competitive restaurant industry. It begins with an introduction to Burger Fuel, a fast-food franchise with a global presence, and outlines the report's purpose, which is to examine the company's current and future strategic developments, leveraging marketing theories and practices. The report delves into the challenges and opportunities within the restaurant business, emphasizing the importance of detailed planning, effective marketing, and a strong brand identity. It explores the strengths and weaknesses of the industry, the significance of marketing, and the various advertising methods used. It discusses the role of marketing in the Burger Fuel restaurant business, including tasks like disseminating information, attracting and retaining customers, and increasing profits. The report also covers strategic planning requirements, the importance of understanding the target audience, and the features of an effective advertising campaign. It concludes with recommendations for improving marketing strategies, including the use of TV, radio, and online advertising, as well as the development of a strong brand.

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Introduction
Burger Fuel is a burger Burger fuel restaurant in New Zealand and a franchise with 88
branches spread across six countries. It is a fast food Burger fuel restaurant which serves
typical foods such as fries, chicken dishes, hamburgers and beef. Vegetarians and vegans are
also considered in the franchise menu. The Burger fuel restaurant has a very good marketing
strategy to market itself as the best fast food Burger fuel restaurant with many competitors
competing for the same market. Burger fuel has been rebranded at its Sydney locations as
Burger Doctor. Established in 1995, its strategies in marketing and promotions has seen it
grow in leaps and bounds to six countries in the middle east, Europe and Americas (Afuah, &
Afuah, 2013).
Report Purpose
The purpose of the report is to look at present and future strategic developments of burger
fuel business leverage and relevant marketing theories and practices. The country is
experiencing a sharp growth in the restaurant business. But at the same time, every third of
the newly opened restaurants do not even achieve self-sufficiency. Today in New Zealand has
long passed the myth of the easy start of the restaurant business (Aghazadeh, 2015). The
practice of the existence of the most successful restaurants every day proves that a cost-
effective institution in the restaurant industry can only be created if there is a preliminary
detailed and professional development of its project, with the calculation of the business plan,
finding raisins in the menu, creating a special emotional atmosphere of the client- which
could not be copied. You need to win from competitors not only in recruiting staff, in
choosing equipment, but also in building a successful business model. In addition, it is
necessary to carefully consider the ways to promote the restaurant, relying on competent PR

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and advertising strategy, relevant marketing policy, on the advice and experience of
professionals (Chernev, 2018). .
Scope
One of the fastest growing sectors of the market services is the Burger fuel restaurant
business, which outstrips many sectors of the national economy in its growth dynamics. The
catering industry as a business exists in the Australian economy for about twenty years, for
which it underwent significant transformations, which is of considerable scientific interest,
and the study of the market of Burger fuel restaurant business services as the basis of its
functioning represents the relevance of the study.
Strengths and weaknesses of the report
The term "hospitality industry" has gained special popularity in recent years not only all over
the world, but also in our country. The Burger fuel restaurant business is the main component
of the hospitality industry, since it provides the primary human needs for food. An important
place in the industry is the Burger fuel restaurant business, which covers a wide and varied
nature of the elements of the related sectors of the industry, for example, food, recreation and
entertainment, etc. Accordingly, the burger fuel Burger fuel restaurant business demonstrates
a broader and more diverse organizational structure than other sectors of the industry
(Cravens, & Piercy, 2016).
At present, the Burger fuel restaurant industry has a significant role worldwide, while in our
country there is no modern understanding of the essence of the Burger fuel restaurant
business as an object of research and management, its basic properties and functional
features. The Burger fuel restaurant business is a large economic system with a variety of

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links between individual elements within a country as a whole, and the links between the
national economy and the world restaurant industry in general.
Degree of elaboration of the problem. The current situation in the market of Burger fuel
restaurant business services is largely non-standard and completely unreasonable in the
economic literature phenomenon. In various sources, only marketing methods for researching
the market of Burger fuel restaurant business services and questions of the functioning of the
business mechanism of the Burger fuel restaurant business are analyzed (Foxall, 2014).
In many works the Burger fuel restaurant business is considered as a component of the tourist
services market, the hospitality industry, which is not entirely correct from the scientific point
of view, there are very few works currently devoted to the study of concepts in the Burger
fuel restaurant business.
contemporary research.
The purpose and objectives of the thesis. Due to the aforesaid, the definition of the formation
of Burger fuel restaurant business concepts in the Australian economy and the study of their
role and significance have become the main objective of the study.
The aim of the study was to establish a set of interrelated scientific tasks:
- clarify the content and functions of the Burger fuel restaurant business;
- to conduct analysis of the subject area of business as an object of formation;
- investigate the features of concentration
in the restaurant business - to determine the role and significance of concepts in the Burger
fuel restaurant business. The subject of the research is the market of Burger fuel restaurant
business services (Hill, 2017). . The subject of research is the features of Burger fuel

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restaurant business concepts. The theoretical basis of the study was the works of domestic
and foreign experts in this object-subject area. form the general scientific methods of
cognition, in the first place, analysis and synthesis; dialectical, abstract-logical methods of
investigation; traditional methods of comparison and generalization. Theoretical and practical
significance of the work (McDONALD,2016).. The objective foundations and essence of
Burger fuel restaurant business concepts are revealed in the work, their role and importance
are revealed, which allows to deepen theoretical ideas about this economic system.
Future Strategic marketing development in the Burger fuel restaurant- Relevant
advanced and contemporary marketing theories
The topic "Development of marketing strategies in the Burger fuel restaurant
business" chosen by me is very actual today, since the modern world without marketing, or
rather without advertising, is simply impossible. Thus, to achieve success in any business,
you need some specific plan that will help in the realization of the ideas conceived.
The essence of marketing in the Burger fuel restaurant business.
In modern realities, the Burger fuel restaurant business is developing rapidly. If there is a
desire to open a public catering establishment and when the existing establishment is not
performing efficiently, it becomes necessary to carry out marketing research. From the
creator of this or that firm, organizational skills, ambition and purposefulness are required,
the ability to create a favorable atmosphere of the institution, attracting customers and
causing a desire to visit the Burger fuel restaurant again (Hill, Jones, & Schilling, 2014). .
Consequently, marketing tasks in the Burger fuel restaurant business are as follows:
 Dissemination of information about the institution.
 Attract more customers.

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 Customer retention.
 Increase the profit of the Burger fuel restaurant at the expense of the client.
 Planning the Burger fuel restaurant business.
Persuasive interpretation
The Burger fuel restaurant business is a dynamic, in demand, but at the same time a
complex kind of catering in the modern world. When opening a Burger fuel restaurant, the
first thing to do is to study the category of citizens with the subsequent provision of
appropriate food services. From the correct choice of population contingent depends the
success of the Burger fuel restaurant in the competition. It is important for founders to clearly
define the business strategy, relying on certain segments of consumers of the catering market.
A strategy is an image of organizational actions and management approaches that are aimed
at solving the main objectives and corresponding tasks of the firm.
Strategic planning is the foundation for making optimal management decisions, monitoring
and motivation, the functions of the organization, which are aimed at developing an effective
enterprise strategy.There are the following requirements for planning the Burger fuel
restaurant business:
• The location of the institution for further successful work is investigated, its relevance,
presence of competitors and visitors;
• In addition, the suitability of the premises chosen for the location of the institution and its
effective functioning is studied;
• Assessment of technical equipment and legal documents;
• The importance of the institution in the catering market is being studied;

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Supporting Examples
No less important in planning the Burger fuel restaurant business is to study the target
audience, which contains information on the motivation for visiting the institution. Such data
allow choosing the contingent of interested clients, as well as the degree of satisfaction and
solvency. It is necessary to have this data when developing marketing moves
(Proctor,2014). . Marketing strategies include the main activities of the institution, having a
strategic character, which are aimed at achieving optimal results in the Burger fuel restaurant
business. The choice of strategy should be justified, because in the future the correctly chosen
tactics of behavior will facilitate management activities in the organization.
Features of the organization of the advertising company in the Burger fuel
restaurant business.
Advertising - this is one of the main types of marketing activities, with the help of
which the firm affects the consciousness and behavior of a person, informs him and
convinces him of the need to buy any goods. Advertising should be carried out with the help
of artistic, technical and psychological techniques. It is focused on attracting future visitors, it
is not for nothing that it is considered that advertising is the engine of trade.
The initial advertising is aimed at familiarizing future visitors with the created The
new Burger fuel restaurant by providing the necessary information about the location, quality
and prices of the establishment. Advertising of this type encourages and persuades customers
to visit the Burger fuel restaurant. To distinguish a Burger fuel restaurant from the mass of
similar ones, to determine its distinctive features, to induce potential customers to visit this
institution, competitive advertising is used. Nowadays a huge number of types of advertising
are used, from simple textual to complex conceptual solutions (Proctor, 2014).

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The main types of advertising: • Outdoor advertising (signboards, signposts, stands) -
one of the most lucrative types of advertising • Advertising on the Internet - media as
possible fullness information transmission without strict restrictions volumes, like TV, and
periodicals. The user of the network can evaluate the Burger fuel restaurant and its pricing
policy • Radio advertising (statements most often found in poetic form with a melody in the
background and emphasis on the name of the institution) - gives an opportunity to get
information at a small cost of distributors • TV advertising (running lines, videos) - requires
large cash investments • Public relations (articles) • POS materials In addition, the
development of the brand is very important in the organization of the advertising company of
the Burger fuel restaurant business. After all, a brand is one of the most important parts of a
business.
Future strategic developments of their business business leverage- service science
A bright and visible brand is the basis for further promotion of the Burger fuel
restaurant.. A varied menu and all sorts of special offers from the chef are often popular with
visitors. Conducting holidays and days of national cuisine is almost always encouraging
guests. Greetings of owners of corporate cards with various holidays by e-mail can also be
used in Burger fuel restaurants. In addition, convenient parking near the Burger fuel
restaurant attracts a fairly well-off segment of the population, moving by personal means of
transport, which can contribute to improving the profit of the institution.
Also important are the cuisine and the quality of cooking, the attitude of the
attendants, the friendliness and attentiveness of the employees of the institution. The
availability of the bonus program, discount system and various actions also cause interest of
visitors. In the analysis of the effectiveness of marketing developments in the Burger fuel

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restaurant business I developed recommendations for improving marketing strategies in the
Burger fuel restaurant business:
1. Advertising on TV and radio is desirable; 2. The location of the advertising itself is
of great importance: The high permeability of people, advertising banners should be placed
on roadways and be easily visible from any angle. The use of outdoor advertising at public
transport stops, metro stations will only increase the attendance level of the establishment; 3.
Sending letters to e-mail and to the phone of visitors, which should contain a direct appeal to
the client on his behalf. The purpose of studying this work was to consider the concept of the
Burger fuel restaurant business as an effective way to organize the activity of a public
catering enterprise.
Based on the goal, we can distinguish the following tasks:
- Systematization of the information obtained, analysis of the features of the Burger fuel
restaurant business concept;
- Study of modern characteristics of the concept of Burger fuel restaurant business;
Goals, objectives and role of the development of the concept of Burger fuel restaurant
business. From the idea to building a literate concept is still far away.
The concept reveals the Burger fuel restaurant idea, describes all the components of
the restaurant's activities, is in fact the most detailed technical task for the development of
technological chains, design solutions, brand, positioning strategy, menu, marketing and
advertising programs for attracting and retaining customers and other components of the
activity (Proctor, 2014). .
Thus, the detailed development of the concept of the Burger fuel restaurant, must be
preceded by marketing research.

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Many future Burger fuel restaurant owners do not want to conduct serious marketing
research. This business is not one day and quite expensive. In principle, of course, you can.
There are two options. Firstly, do not conduct any research at all, but rely entirely on intuition
and knowledge of the current market of Burger fuel restaurant services. In this case, the
author of the project is entirely responsible for his future success, or failure both for himself
and possible external investors who have invested in the restaurant project.
Second, there is another way - not to carry out large-scale marketing research, but to
confine oneself to expert assessments of Burger fuel restaurant business consultants (Proctor,
2014).. They, relying on their previous experience and being well-oriented in the market, will
help you see all the pros and cons of your existing Burger fuel restaurant idea (Scarborough,
2016).
At the same time, again, one must be aware that such estimates are a marketing
method, although they may not provide answers to all the questions. They can rather be
called an express diagnosis of a Burger fuel restaurant idea, which results in an expert
conclusion.
Future strategic developments of their business leverage- Business to Business
markets
In the modern theory of strategy, the most important is the question of the reasons for
obtaining different performance results of enterprises operating under equal conditions.
Therefore, it is expedient for the Burger fuel restaurant business to form its strategy, guided
by which it will be able to achieve results exceeding the average level of competitors for a
long time.

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Entrepreneurial success of the Burger fuel restaurant business in the framework of the theory
of strategy can be explained taking into account three aspects: human, process-structural and
content.
The human aspect is mainly due to the theory of behavior, which is associated with
psychological and social factors, organizational learning and culture of the enterprise, which
influences the decisions of a person through company-wide values, norms and level of
knowledge (Sargeant, & MACQUILLIN, 2016). The process-structural aspect is based on the
dynamics of the problem-solving process involving stakeholders. For the success of the
Burger fuel restaurant business, the following processes are particularly important:
- formation and implementation of the company's strategy;
- adjustment of the company's strategy over time under the influence of environmental
changes;
- effective management of in-house processes;
- Solving problems of corporate scale.
The burger Fuel restaurant business, despite its wide distribution, quantitative and
qualitative growth around the world, is now recognized as one of the most difficult spheres of
activity. The creation of a restaurant and its subsequent management often becomes not only
a joyful event for the owner, but also is accompanied by a huge number of questions and
problems.
The catering industry as a business exists in the New Zealand economy for about
fifteen years, for which it underwent significant transformations, which is of considerable
scientific interest, and the study of the market of restaurant business services as the basis of
its functioning represents the relevance of the study.

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The current situation in the market of restaurant business services is largely non-standard and
completely unreasonable in the economic literature phenomenon. In various sources, only
marketing methods for researching the market of restaurant business services and questions
of the functioning of the business mechanism of the restaurant business are analyzed (Shaw,
2016). .
In this research, an attempt was made to determine the main characteristics and
features of marketing the restaurant business in modern New Zealand realities. The purpose
of the research: to develop a project of marketing measures to improve the efficiency of the
restaurant (Walker, Boyd, & Larreche, 2012). In accordance with the goal, the main
objectives of the study were formulated:
1. to study the features of the development of burger fuel restaurant business in New Zealand;
2. Identify the specifics of the establishment and organization of the enterprise in the
restaurant business;
3. To analyze the current state of the restaurant business and on this basis to identify the
prospects for the development of the restaurant;
4. On the basis of marketing research, highlight regional features of the restaurant business
services market;
5. to develop measures to improve the efficiency of the restaurant.
In many works the restaurant business is considered as a component of the tourist
services market, the hospitality industry, which is not entirely correct from the scientific point
of view. Some aspects of the functioning of the restaurant business within the framework of
the tourism and hospitality industry are examined in the works. However, the structural
changes that have occurred recently in the public catering system, the growth of

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entrepreneurial activity of the population, the development of market relations in our country
dictate the need to rethink the theoretical foundations of the positioning of the restaurant
business services market in the New Zealand economy that remain outside the context of
modern economic (Walker, Boyd, & Larreche, 2012).
7 Ps marketing strategy
The development of burger fuel in New Zealand is accompanied by a deepening of
economic transformations, which predetermines an increased interest in new theories and
areas of development of marketing and management. Practice shows that the classical
definition of marketing, including the known 4 P (Product, Price, Place, Promotion), becomes
insufficient, since it does not affect the process of interaction of all subjects of the market
system. In this regard, the monograph addresses other trends and trends in the development of
modern marketing (Kumar, & Reinartz, 2018). .
These include: marketing interactions, strategic marketing orientation, benchmarking.
Marketing of interaction is based on continuous communication, cooperation of all subjects
of the marketing network. In addition to the well-known marketing mix, a forward-looking
marketing concept is used, oriented to an effective process of interaction of partners and to a
continuous business continuum, and not "to a deal at a time". The strategic orientation of
marketing originates in the eighties (Wilczak, 2014). This concept is aimed at developing the
company's competitive advantages and better meeting the needs of consumers. Benchmarking
is a new direction of business development.
It is connected with the search and study of the best methods and methods of
entrepreneurship to carry out their own business even better and more productive. In this
monograph the theoretical and methodological foundations of modern marketing, marketing
research and benchmarking are given. This publication is the logical conclusion of a series of

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previous works by the authors. A particular feature of the study is the consideration of
marketing problems from the point of view of making managerial decisions. An important
place in the work is given to the problems of carrying out marketing research, which
facilitates acceptance by marketing managers of the corresponding decisions.
Conclusion
The proposed methodology are by no means indisputable, some statements should be
considered as personal point of view of the authors, however, the material presented, it seems
to us, will allow us to take a fresh look at the principles of the philosophy of marketing
research in the system of business decision-making. Analysis of trends in the socio-economic
development of the country and regions shows that at present more than half of the gross
domestic product is produced in the service sector, and it itself has an increasing impact on
the economy of the country, the nature and structure of consumption (Baker, 2014). .
One of the fastest growing sectors of the services market is the restaurant business,
which outstrips many branches of the national economy in the dynamics of its growth. The
restaurant business is an exciting activity, which is full of difficulties and opportunities
(Wilczak, 2014). However, in our time even everyday day - for example, Tuesday - can be
quite suitable for a dinner or dinner in a restaurant, especially when a busy schedule or
household chores do not leave time for cooking. Fortunately, now people have more
opportunities to go to a restaurant and a wider choice than ever. And never before restaurant
did business not open such opportunities to entrepreneurs.

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