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Approach for Marketing Strategy Assignment Sample
Burger Hut is a US based restaurant chain known for its Burger. It is currently going to launch new range of burgers. Hence as a manager we will target to devise a marketing strategy to woo its main customer segment for new products also. Besides these customers will definitely keep up with the patronage if they are guaranteed of enjoying new products at an affordable price compare to just few item now. Also, customers love to eat at this facility if it is clean, the service is prompt, and there are other options to engage customers.
This step is important since size of restaurant business in USA is huge with an estimated size of around 9.7 billion dollar and it is estimated that it will grow for next five years at rate more than 20% as per HSBC report. The Market is saturated with large no. of chain giant like BGH, KFC, and Papa Jones etc. but still there is place for players who will serve great multi Burgers and fast food at cheaper rates. The estimated industry revenue is $2 billion per year and it is also going to increase at same rate as mentioned above. Hence, the entire strategy is to devise a marketing strategy to improve market share for Burger hut from 4.7% to 6.5%.
Burger Hut is a US based chain restaurant known for its Hot & crispy burgers and French fries. The company’s objective is to offer an extensive variety of food items at low costs in an amicable shopping mood. It conveys both broadly marked items and its own Great Value private name items customized to neighborhood request. An extremely unmistakable highlight of Burger Hut’s operation structure is the decentralization of outlet administration. Outlet administrators are enabled to settle on choices related to item run, item display area, and valuing. Office chiefs inside the outlet can execute their own particular originations so as to addition deals and lessen costs.
The detailed situation analysis for Burger Hut (BGH) will be done using Value Chain Analysis & SWOT analysis as given below:-
Burger Hut Value Chain Analysis
BGH adopts a very straight forward and decentralized structure to control its operations and entire business flow. There is nothing like superiority and sense of power which in turn helps the company to manage and administer its operation in suitable way.
Human asset administration
Human asset and cooperation practices between the organization and its partners are predicated on regard, high prospects, close correspondence, and clear impetuses. Representatives get low pay yet savor different advantages, for example, social insurance plans, retirement plans, benefit motivators, and stock buy plans.
BGH is one of the few which uses technology in every front to make its operations and services faster, quick and convenient. It has separate IT department to manage the technical requirement in each front of the business.
BGH procurement consists of two important things as given below:-
a) Decentralized procurement system
b) Alliances with important suppliers.
c) Just in time inventory principle
Inbound logistics and outbound logistics
Burger Hut has predominant logistics framework. It receives the ideas of appropriation focuses and “center point and talked” course of action. This is extremely effective for keeping the stock level at every nearby outlet low and diminishing transport cost. While different restaurant owners depend on either suppliers or 3rd gathering logistics organizations, Burger Hut is truly autonomous from outside logistics organizations. It supplemental takes control of import logistics from abroad suppliers. In mix, it generally takes a stab at more parsimonious, more quick, and more dependable logistics frameworks by actualizing systems, for example, cross docking frameworks and remix frameworks. These practices profit Burger Hut lessens costs as well as supplemental issue it more control and adaptability in taking care of buys.
Burger Hut’s objective is to offer an extensive variety of value items at low costs in an amicable shopping mood. It conveys both broadly marked items and its own Great Value private name items customized to neighborhood request. An extremely unmistakable highlight of Burger Hut’s operation structure is the decentralization of outlet administration. Outlet administrators are enabled to settle on choices related to item run, item display area, and valuing. Office chiefs inside the outlet can execute their own particular originations so as to addition deals and lessen costs.
Marketing and sales
The marketing strategy of BGH is simple and depends on following principles:-
a) Effort is to maintain the sanctity and the value of the brand.
b) Glocalization strategy to attract customers in different countries
One can feel the accommodation in its outlets because of the following reasons:-
a) Well trained staff
b) Well-designed outlets as per convenience of customers
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