EDUDORM ACADEMIC SERVICES

Burger Hut was launched in 2010 for the second time. The objective was to provide unique fast foods with the highest capability of meeting the needs of the growing demand in the fast food industry. Since the development of the restaurant it has continuously achieved its objective until 2013 when the market share of the restaurant decreased due to the growing life style transformation. This resulted in a decrease in the generated revenue thus hindering development. The competitors utilized the opportunity in ensuring that the restaurant was taken away from the Singapore market. This has been accomplished by introduction of better offers for burgers and other fast foods in order to ensure that the restaurant loses customers loyalty and its capability to remain relevant. This influenced the company to provide me with the contract of acting as the communication manager in marketing in the purpose of promoting the restaurant. This will therefore ensure that burger hut attains a desirable market segment as well as maximized revenue from its sales.

Effective communication strategies require a well developed plan. i have opted to work with a developed plan in ensuring that communication is made effective in promoting the restaurant and developing better relation with the consumers who are the major determinant of an effective market strategy.

My preparation is targeted to utilize integrated communication strategy. This strategy involves creating authoritative, targeted and focused appeals in regard to the restaurant mission effects in building the restaurant brands and services as well as developing its publicity. This plan is effective in offering directions for the corporation, what is required to achieve the stated mission as well as strategies suitable in integrating with the consumers. Evaluations will be conducted effectively in ensuring that the utilized strategy is analyzed to avoid a several issues that would hinder the objective of the planned strategy.

2.0 Introduction

Burger hut was founded by three brothers in 1970 namely frank and Dan Barry in Singapore. The foundation was based on a loan that had been acquired from a bank since the idea of burgers and standardized was fresh and this seemed as a successful idea. After the initiation the business was very successful since the restaurant was utilizing the best possible ways in ensuring that their customers were fully satisfied. This therefore resulted in rapid growth of the market segment and the generated revenue grew rapidly thus facilitating growth and capability of handling the growing demand.

In 1978 a regulation crisis occurred where the government imposed heavy taxes on business in order to boost the national revenue. This therefore resulted to a rise in raw materials which thus forced the restaurant to utilize high costs in making the required production. The company heavily relied on materials which had developed very high costs which force the corporation to close down. The loan had not been fully settled in the end which left the brothers with huge debts to settle.

The brothers spend many years trying to pay the debt using revenue that they generated from their individual jobs. In the year 2010 their sons decided to take over the business and work it out in their best possible ways. The idea was influenced by technological development as well as the growing demand for fast foods. However they had to complete paying the loan and it took them several months and the restaurant was reinitiated in February 2010. The integrated strategy would be effective when implemented in the restaurant in increasing options of burgers that the restaurant offers (Chitty, 2011). An amulet has been developed to be incorporated with the integrated strategy.

2.1 Company Profile

Burger hut is the most established restaurant in Singapore in regard to its increasing outlets number and the market share percentage. The company was initiated in 2010 with fresh promotional and production strategies which are aimed at developing its market and revenue status. Currently the corporation is well established in 38 nations and it additionally operates using retailers in 12 other nations thus making it globally recognized. Since the initiation the company has continuously been able to grow the market segment and well as the revenue since it utilizes well established strategies which are have helped in earning publicity and loyalty.

2.2 Product background

The burger hut was initially founded by Mr. Dan and frank Barry in 1970’s and was greatly accepted in Asia. The banquet burger was initially perfected using hands strategy by utilizing homemade cheese and bacon in developing the burger. The burger was able to be accepted in the market at it was developed specially to meet the needs of the consumers.

Currently M. kelvinn’s has been able to maintain the original banquet burger and additionally grown varieties that are served with additional ingredients due to the consumers needs changes.

3.0 Environmental scanning

3.1 SWOT Analysis

Strengths

Unique homemade cheese
High quality branding
Quality services and strong management

Weaknesses

High cholesterol ingredients
Costly products
Poor marketing strategies

Opportunities

Growing technology in the fast food industry
Increasing burger demand in Singapore
Well established market

Threats

High competition
Resources constraints

The above analysis establishes that despite the fact that Burger Hut produces quality products they are associated with high cholesterol thus making them favorable as well as high prices. Since health education is increasing in Singapore individuals may opt for other healthy options in avoidance of diseases such as obesity and diabetes (Chitty, 2011). However with better production strategies and considerations the burger hut will be able to incorporate all the consumers by observing all the issues and elements of consideration.

3.2 Competitor Investigation

The fast food market is associated with many corporation’s and when it comes to serving burgers Burger Hut’s competitor’s involves, burger master, burger king, MC Donald’s corporation and Wendy’s.

Sales Promotion

The sales promotion for the corporation will involve provision of discounts and incentives as well as coupons to the loyal consumers.

Re-positioning

Burger king and MC Donald’s utilizes convenient and fast campaigns which are aimed at promoting healthier fast food and beverage products in all their outlets. This involves incorporating all types of consumers in their meals by ensuring that their needs are well satisfied (Lamb, Hair, & McDaniel, 2012).

Advertisements

Mc Donald develops its sales by using customer centric promotion strategy. This involves advertising its brands using good branding skills as well as elements that the customer requires in the products. This involves illustrating the benefits of the products which has helped the company in reaching a rich market segment (Lamb, Hair, & McDaniel, 2012).

3.3 Statement of Major Potential Issues

The major potential market competition issues for Burger Hut include

Increased competition
Poor advertising strategy
Resources constraints

Poor advertisement strategies are expensive for Burger Hut Corporation because it fails in securing a well established market due to the marketing procedures involved. This makes the company’s products to be expensive which makes it inconvenient for many individuals because of the rising living cost in Singapore (Lamb, Hair, & McDaniel, 2012).

Resources constraints

In the Singapore fast food market there are several main competitors with strong shareholders. Due to the life style changes in the nation as well as increased economic involvement individuals mainly opt for the things that offer convenience as well as stability (Lamb, Hair, & McDaniel, 2012).

4.0 Marketing Communication Aims

Issues

Funds constraints
Increased competition
Poor advertising strategies

Solutions

Lucky charm banquet burger advertising
Online campaign sales promotion

In utilizing lucky charm advertising the corporation aims at improving its company’s publicity on product awareness to the consumers. This helps in managing customer relation with the consumers as well as identifying issues as well as the suitable solutions to the issues (Freyer, & Bingen, 2014). The strategy is aimed at ensuring that the youths and the children are incorporated to influence them to come back more often.

This will be accomplished by making weekly advertisement on the offers that will be associated with purchases. Branding will also be differentiated for the youths and the kids who will help in attracting masses. The branding will ensure that the containers are reusable and advertisement will be made monthly for containers returns competitions for the kids who holds more packaging material to receive hampers.

The online sales promotion will be purposed for rewarding consumers who are involved in online purchasing and constant following of the cooperation’s posts and activities. This will be aimed at encouraging individuals to use the corporation’s brands thus increasing publicity and sales.

This will be an effective method since Singapore is mainly driven by technology and the promotion will encourage individuals on appreciating the company’s efforts and quality brands and services (Freyer, & Bingen, 2014).

5.0 Marketing Communications Approaches and Achievement Tactics

5.1 Consumption Habits

Based on several studies done on the eating habits of Singaporean individuals it is well established that they prefer restaurant that offers breakfast, lunch and dinner. 55% of the individuals are involved in online purchasing of meals while 41% are involved in promotional deals that occur online. They therefore prefers for the online promotions because it offers reviews on the products quality as well as health issues considerations in the food offered (Gerber, 2008).

Due to the changes in life styles 67% of the Singaporean are involved in eating out this is mainly influenced by busy schedules as well as the desire of having fun. Individuals in Singapore therefore spend much in eating out which makes the objectives of the Burger Hut company more efficient (Gerber, 2008).

5.2 Selling Price

Burger type	Price
Bacon cheese burger	$8
Bacon burgers	$14
Classic burgers	$18
Summer full burger	$22

One can be able to acquire additional meals set with only $5 more to the stated prices of the burgers in addition to a beverage. Well prepared company’s beer and distinct means can be offered with atleast 8 dollars.

5.3 Burger Huts Location Strategy

The selling of Burger Hut burgers is based on the linking of several burger qualities which include

Banquet sauce
Unique cheese

First-class quality burgers

These qualities combination are aimed at ensuring that the consumers receive full satisfaction of the served burger. This is because every offered burger is incorporated with banquet which offers special ingredients and uniqueness in them. This therefore offers the opportunities to our consumers to get banquets of the well developed flavor which makes one salivate automatically.

5.4 Pricing strategy

Pricing strategy will develop in reference to quality of the burger, the utilized spices, flavor as well as taste. A low pricing strategy will thus imply that the utilized species will be decreased which may decrease the flavor and taste of the products. Burger Hut will thus link the prices in comparison to the ingredients and burger flavors.

Banquet holds that one banquet is worth the satisfaction. The banquets are developed to generate increased satisfaction in regard to dinning which is effective in generation a non forgettable flavor that lasts for lifetime.

The banquet consists of different elements which makes it special and unique. This include

High banquet flavors aimed at generating satisfaction

High spices level which is purposed at developing a unique feeling
Extra cheese and bacon which is effective in fueling the fragrance
Figure 1: The Burger Types Offered By Burger Hut

5.5 Burger Hut Burger Types

6.0 Proposed Marketing Communication Equipments

6.1 Online Marketing

In the world today online marketing is the most effective marketing strategy. This is because the online platform provides entertainment to the consumers and also allows them to interact freely with the corporation thus generating a better background for operation (Fisk, Grove, & John, 2014).

6.1.1 Social Media Tools Marketing

This strategy is targeted at attracting the youths and middle aged individuals who prefer to acquire reviews from the internet before making proper decisions on consumption.

6.2 Public Relation Activities

Public activities in regard to relations helps in promoting brands via releases of the pres, news, public appearances, events and so much more. This helps in presenting the corporation in the suitable light because the corporation is responsible for defining itself effectively through the developed options (Fisk, Grove, & John, 2014).

6.2.1 Banquet Public Relation Strategy

This will be attained at utilizing different packaging and branding for the different age groups. This will ensure that more consumers are attracted by the brands (Thorson, & Duffy, 2012). This will help in accomplishing the publicity development objective for Burger Hut. This will additionally help the corporation in cooperating to its social responsibility of making the society a better place by ensuring that health factors are considered.

6.3 Advertising

Advertising is a major and an effective means of promoting bands. This helps in reaching wide consumers within a short time period. Advertisement is effective in increasing consumption of a specific service or product by creating awareness among the clients. This is accomplished by ensuring that the right message is delivered to the consumers at the accurate time (Fisk, Grove, & John, 2014).

6.3.1 Lucky Charm Adverting Strategy

In achieving the proposed objectives Burger Hut will utilized well developed packaging materials. This is aimed at ensuring that the packages are fully able to overcome the branding competitions since they will be reusable and unique. This will help in increasing awareness because the clients will remain with the materials for the longest time period.

6.4 Sales promotion

This involves giving loyalty, discount coupons attractive packages as well as incentives to the loyal customers with special deals that the company designs for them (Fisk, Grove, & John, 2014).

6.4.1 Online promotion

This will be aimed at encouraging consumers to order for products from the online market which will help in increasing sales due to the individuals who account be able to access the restaurant outlets directly (Shin, 2013).

7.0 Recommended Evaluation and Control Strategies

Controlling and evaluation the developed market strategies are the most crucial sector of in the marketing promotion (Fisk, Grove, & John, 2014). The Burger Hut will thus be involved in evaluating several factors which includes

Customer’s satisfaction level
Publicity level in regard to the company’s brands and services
Competitors making and production trends
Sales generation report
Consumers responses

7.1 Customer’s Satisfaction Level

In order to generate better reviews and attract more customers high level of satisfaction is required. The company is more focused at becoming a customer centric organization by ensuring that the needs of the consumers are well incorporated. The company will therefore ensure that the brands hold the highest capability in quality in satisfying the needs of the consumers (Nestle, 2007).

7.2 Publicity Level In Regard To the Company’s Brands and Services

Publicity level will be measured by the sales level as well as the responses from the consumers. This can be effectively be evaluated through the company’s web pages as well as the social media tools pages which will help the company I n interacting directly with the clients. Publicity analysis is crucial in forecasting demand as well as future productions additionally it helps in identification of consumer changes in the future (Freemark, 2010).

7.3 Competitors Making and Production Trends

The trends that the competitors are using can be generated from the online platforms as well as conducting market research. This will help in evaluating their strategies effectiveness as well as how Burger Hut can develop them to yield better results. Burger Hut would utilize the strategy to analyze and use unique strategies in order to benefit the consumers differently. This will help in increases its sales level as well as developing its income (Freemark, 2010).

7.4 Sales Generation Report

The reports will help in analyzing the sales provision in order to establish whether the marketing strategies are effective. This will additionally help in identifying issues that may be associated and how they can be solved accurately. Sales report evaluation will help the company is developing better marketing communication models to ensure that it acquires a greater segment in the market. Additionally this will help in profit evaluation as well as technological adoption due t the generated volumes of sales (Schermerhorn, J2010).

7.5 Consumer’s Responses

Evaluating the responses of the consumers helps in establishing whether the brands are effective in satisfying the needs of consumers (Mullin, 2010). Burger Hut will be able to establish whether their brands are effective based on whether the responses are positive or negative. This will thus help in knowing whether the corporation is heading in the right direction. This helps in viewing the feedback of the consumers and trying to identifying whether their expectations are met by the provided strategies (Freemark, 2010).

8.0 Conclusion

Currently every activity in the world is characterized by changes. This is mainly influenced by the changing lifestyle since the beginning of the 21^st century which is driven by technology. The market operations are currently driven by globalization which has increased its efficiency due to technological advancement. This has additionally transformed lifestyles and individuals are opting for convenient and faster services.

Therefore the fast food industry is necessitated to embrace the changes and accommodate the technological changes in attracting the consumers. This requires that the industry observes the elements that trigger changes in order to develop more effective strategies. The fast food businesses should be driven by the consumer’s changes in providing high quality products that are effective in meeting their needs.

Adequate knowledge on the possible changes in consumption helps in identifying suitable marketing strategies. This is by understanding technological development and the best communication marketing models which can best be utilized with the tools of marketing communication in yielding better results. This will help in attaining efficiency as well as effectiveness given that the fast food industry is controlled by consumer’s changes which are driven by technological transformation.

References

Chitty, W. (2011). Integrated marketing communication. South Melbourne, Vic: Cengage Learning.

Fisk, R. P., Grove, S. J., & John, J. (2014). Services marketing: An interactive approach. Mason, Ohio: South-Western.

Freemark, M. (2010). Pediatric obesity: Etiology, pathogenesis, and treatment. New York: Humana Press.

Gerber, K. (2008). Marketing communication. Cape Town: Pearson Education South Africa.

Freyer, B., & Bingen, R. J. (2014). Re-thinking organic food and farming in a changing world.

Lamb, C. W., Hair, J. F., & McDaniel, C. D. (2012). Essentials of marketing. Mason, Ohio: South-Western Cengage Learning.

Mullin, R. (2010). Sales promotion: How to create, implement & integrate campaigns that really work. Philadelphia: Kogan Page Limited.

Nestle, M. (2007). Food politics: How the food industry influences nutrition and health. Berkeley: University of California Press.

Schermerhorn, J. R. (2010). Management. Hoboken, N.J: Wiley.

Shin, K.-Y. (2013). The executor of integrated marketing communications strategy: Marcom manager's working model. Berlin: Springer.

Thorson, E., & Duffy, M. (2012). Advertising age: The principles of advertising and marketing communication at work. Mason, OH: South-Western Cengage Learning.

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