Case Background
Discuss About The Marketing Strategies For Engaging Generation.
The report analysis the marketing plan that can be devised by Burger Urge. The report provides a case analysis of the organisation and the strategies it needs to formulate so that it can expand its presence in the market of Australia. The application of marketing mix theory for the growth of the restaurant in the market is undertaken and the analysis of the internal marketing environment with the help of SWOT is done in the report. At the same time, the external marketing environment of the restaurant is undertaken so that links can be established based on the identified strengths and weaknesses. The marketing strategies of Burger Urge is analysed keeping in mind the goals and objectives of the organisation.
Burger Urge is a Gourmet burger store located in Brisbane, Australia. The restaurant is a private limited restaurant that was set up by Sean and Colby Carthew. The restaurant was established in 2007 and has grown to have 26 restaurants in the country. Some of the chief products that are sold by the restaurant include alcoholic beverages, soft drinks, hamburgers and chips (Burgerurge.com 2018). The menu of the restaurant includes burgers, wings, fries, salads and various side dishes. The restaurant also acknowledges the restrictions of food that people have and provides gluten free food products. At the same time, the restaurant for the people that does not consume non-veg items also provides vegan diet. The beverages served by the restaurant include crafted beer, cider, tap beer, milkshakes and soft drinks (Burgerurge.com 2018).
According to Gronroos (2016), in order to conduct a comprehensive marketing plan, it is necessary to identify and apply certain theories and concepts that can help in providing strength to the plan. In the case of Burger Urge, the restaurant can implement the effective use of the marketing mix concept so that it can ensure that it gains benefits related to the comprehensive execution of the plan. As stated by Armstrong et al. (2015) the marketing plan can help in the development of marketing strategies that help in addressing the needs and demands of the customers.
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Price |
The price of the products supplied by Burger Urge need to be pocket friendly so that every people in Australia can enjoy the food. The target customers of the restaurant are the people belonging to every class and every society. This can provide a wider range of perception for the restaurant. |
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Product |
According to Charter (2017), the product manufactured by Burger Urge can help it to maintain its reputation in the market by providing quality food. It has been established that the restaurant attempts to provide food for the people that have restrictions, thereby it can be stated that the restaurant can gain proper advantage while manufacturing the product in the market. |
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Place |
The place of the restaurant needs to be such that it provides accessibility to every people and supplier. One of the major problems that Burger Urge faces is the fact that it does not have enough suppliers of the raw materials. Therefore, it can be said that the place is an important element for the restaurant |
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Promotion |
The promotion of the restaurant and the products can be done by using social media and traditional advertisements. The promotion can be done by targeting the audience that are interested in the type of food that is provided by the restaurant. Hence, the promotion can aim at the target audience of the restaurant |
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People |
The people denote the target audience. In the case of Burger Urge, the target audience are every people that belong to different classes of the society. Free samples can be provided to the target audience during the time of promotion of the product. Therefore, this can help Burger Urge to meet its organisational goals and objectives |
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Physical evidence |
The physical evidence is an important element particularly for restaurants. This is because the quality of the food comes under consideration while gaining popularity. Based on the quality the price of the food is determined and this can provide Burger Urge with an advantage as the restaurant serves good quality food at a minimum cost |
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Process |
The process adopted by Burger Urge denotes the sense of sustainability it possesses. This provides the restaurant with an added advantage in the market as it helps in ensuring that the environment does not get degraded and the restaurant maintain its reputation as one of the sustainable business restaurants in the country. |
Table 1: Marketing mix
(Source: Created by author)
The external marketing environment can be analysed by conducting a PESTEL analysis that provides a comprehensive idea about the hindrances that may be suffered by Burger Urge. This can help in drafting strategies in the future, as the constraints or opportunities identified can be used for increasing the popularity of the restaurant.
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Political |
The political factor in Australia is supportive towards the development of new companies (Kotler 2015). Therefore, Burger Urge can also gain the necessary support that is required for the expansion and popularity of the restaurant. The support from the Government can be in the form of gaining political allies and allowing the restaurant to open up food chains in New Zealand. This can help the restaurant to gain popularity at the world stage and ensure that further development can be gained for future expansion. |
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Economic |
The economic factor of Australia is stable and it provides support to the new companies. A restaurant may help in the growth of the economy and at the same time increase its opportunity of growth in the business. However, the managers of Burger Urge need to keep in mind that the economy may fluctuate heavily and this may provide a serious problem for gaining proper finances in the market (Strauss and Frost 2016). Therefore, this can prove a threat for Burger Urge in the market of the restaurant |
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Social |
According to McDonald and Wilson (2016), the social factor that can be considered for Burger Urge is the health of the people. It has been evidenced that the people of Australia are health conscious and therefore, it is necessary that the restaurant provide healthy food for to the people. This can help them to gain more popularity in the business and ensure that the popularity of the restaurant increases. The satisfaction of the customers can be attained by identifying the demands of the customers |
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Technology |
In the modern world, it is necessary that every successful business develop in a technical aspect so that it can gain a competitive advantage over the competitors. However, as stated by Brown (2016) it is also necessary that technically advanced employees be recruited so that the restaurant can develop its technical competence. The technical support can help the restaurant identify and keep in contact with the customers and ensure that the manufacturing of the food products are done with the help of the technical materials |
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Environment |
The environmental factor of Australia provides for being sustainable and ensures that every citizen comply with the Environmental Protection and Bio Diversity Conservation Act, 1999. The act clearly states that every company need to maintain sustainability in the environment. In the case of Burger Urge, the restaurant need to ensure that the manufacturing of the products does not create any environment degradation and hence, it is needed that the restaurant adopt sustainable use of the natural resources and dump its wastes in places that are isolated from any human inhabitants. |
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Legal |
The legal factor denotes the matter of the State and the manner in which the Australian companies can comply with the factors. According to Baker (2016), the legal factors include the ethical factors that govern the existence of the companies. Burger Urge need to consider the laws related to the company and the environment so that the restaurant can continue its business and ensure that the popularity of the restaurant continue to increase in the business market of Australia. Therefore, this can pose as a serious threat for the restaurant and its business |
Comprehension of marketing planning theory and concepts
Table 2: PESTEL analysis
(Source: Created by author)
A SWOT analysis can help in determining the internal capabilities of an organisation and the manner in which it can use it to gain opportunities in the competitive business market. Therefore, a SWOT analysis of Burger Urge needs to be conducted so that the capabilities of the restaurant can improve.
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Strength · Pricing structure · Talented employees · Variety of food and drink product |
Weakness · Less number of waiting staffs · Does not provide adequate training of the employees · Unable to get consistent supplies |
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Opportunity · Increase profitability · Increase the popularity of the restaurant · Manufacture food keeping in mind the health consciousness of the people |
Threat · Reputed restaurants that serve the same time of food · New restaurants with a diverse choice of food · Raising of prices for the safe keeping of the customers |
Table 3: SWOT analysis
(Source: Created by author)
The strength of Burger Urge is its pricing structure as it provides the customers with a pocket-friendly price of the product. This may be mainly because of the fact that the restaurant targets customers that belong to every class of the society. Hence, people of higher or lower class can afford to take a meal in the restaurant at any point of time. At the same time, the restaurant have talented employees that are capable of providing the best quality service to the customers. The manufacturing of the burgers, wings and other products of Burger Urge need to be done in a proper manner with quality so that it can attract the people and provide them with a healthy life. The variety of food and drinks that are provided by Burger Urge can provide it with a competitive advantage so that it can expand and gain popularity in the restaurant market chain.
The weakness of the restaurant is that it does not have enough staffs to wait on the customers. This becomes a severe problem particular during rush hours as the orders flow in and it becomes difficult for the existing restaurant staffs to comprehend with the demands. At the same time, the new staffs are not provided with proper training so that they can continue be effective in the restaurant. This can be a huge weakness, as the staffs need to be provided with training regarding managing the flow of customers and the manner in which they can serve the customers. Consistent supply of raw materials required for manufacturing the food product is also a weakness. This is mainly because the position of the restaurant is not at a convenient location. Therefore, suppliers find it difficult to provide assistance to the restaurant based due to this weakness.
At the same time, the opportunities that can be gained by the restaurant include an increase in the profitability. This particular aim at gaining opportunity is considered as an objective for the restaurant. Therefore, the profitability can be increased by utilising the strength of Burger Urge so that the talented employees can help in providing Burger Urge with the required finances required for expansion. This can also improve the popularity of the restaurant among the customers in Australia, as a reputed burger supplier. With 26 stores in the country, the restaurant has gained some level of popularity but it can improve its business by utilising its strengths (Burgerurge.com 2018). Another opportunity that can be developed by Burger Urge is the fact that it can provide healthy food for the people. It has been evidenced that the restaurant takes into account the restricted diet of the customers and based on it manufactures gluten free food so that every customer can enjoy the food served by it.
Analysis of external marketing environment
However, certain threats exist that provide the company with a disadvantage in the market. One such threat is the competition from the top rivals. Restaurants such as McDonalds and Burger King prove as the biggest competitors for Burger Urge. Therefore, gaining popularity and loyalty of the customers beating these companies can be a challenge for the restaurant. At the same time, new restaurants that offer more than burgers and the products sold by Burger Urge can pose a threat for the restaurant. This is because the customers prefer a proper diner rather than restaurants that serve snacks or fast food always. Hence, the price of the food needs to be considered so that customers do not get dissatisfied based on the balance between the price of the food and the quality of the food.
The goal and objectives of the restaurant is to provide the best quality burger to the people so that they enjoy the food and remain loyal to the restaurant. However, the objectives of the restaurant need to be improved so that it can attain the marketing plan in a proper manner. The goal is to expand its reach across the country and become the number one burger-selling restaurant in Australia.
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Specific |
The specific objective that need to be undertaken by Burger Urge is to increase the sales of the product and gain the loyalty and popularity of the customers |
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Measurable |
This objective can be measurable as every existing and popular restaurant in the world had to start off as a new entity before attaining popularity in the market |
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Achievable |
The objective is achievable as it analyses the existing trends in the market. In the case of Burger Urge, the restaurant can achieve the target by ensuring that proper resources are adopted so that it can grow in the market of Australia |
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Realistic |
The realistic manner in which this objective can be achieved includes understanding the concept of marketing. Benchmarking can be utilised by Burger Urge so that it can gain inspiration from reputed companies to improve their product |
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Time line |
The objective can be achieved within 3 years |
Table 4: SMART analysis
(Source: Created by author)
Increase in sales: This can be done by analysing the economic condition of the country and the demand of the customers (Chaffey and Ellis-Chadwick 2016). Burger Urge need to ensure that experienced market mangers are appointed so that it can continue with its business, within the Australian market. At the same time, it is also necessary to ensure that the budget of the restaurant is maintained so that innovative tactics like providing free coupons or free products can be adopted.
Bring in new customers: According to Babin and Zikmund (2015), existing customers denote the loyalty that a restaurant can maintain of its customers; however, gaining new customers denote the expansion of the business and its popularity. Burger Urge can formulate strategies that can help in bringing about new customers in the business. This can be done by reducing the prices of the products and by establishing its stores in new areas of the country. This can help in ensuring that the restaurant can the required financial gains necessary for expansion.
The marketing strategies adopted by Burger Urge can be implemented within the organisation by the help of the stakeholders. Specific action plans can be comprehended to understand the responsibilities that are needed to be adopted by the employees. Therefore, Burger Urge need to analyse the strategies based on the target of the restaurant and the actions needed to achieve the target.
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Topic |
Action |
Target/measure |
Deadline |
Responsibility |
Actual result achieved |
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Increase in sales |
Appoint experienced marketing manager so that the demands of the customers can be analysed |
The target of Burger Urge is to ensure that it reaches every customer in Australia within 3 years and increase the revenue and profit of the restaurant |
Within 3 years |
Marketing manager |
Increase the sales of the restaurant |
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Bring in new customers |
Recruit experienced public relations manager so that new customers can be attracted. |
The aim is to maintain the loyalty of the old customers and the gain new customers that can help in increasing the popularity of the restaurant. This can be done by providing innovative products for the success of the restaurant |
Within 2 years |
Public relations manager |
Gain more customer and increase popularity |
Development of SWOT analysis
Table 5: Action plan
(Source: Created by author)
According to Malhotra and Peterson (2014), the evaluation and control of a marketing plan can be undertaken either at the operational level or at the strategic level. The effectiveness of the strategies adopted by an organisation and its pursue of the strategies can be done with the assistance of certain controlling tools. These tools include premise control, implementation control, strategic surveillance and special alert control. In the case of Burger Urge, the control method that can be adopted by the restaurant can be the strategic surveillance. This is mainly because of the information received from reliable sources about the risks that may be involved in implementing the strategies. It has been seen that Burger Urge adopts strategies that help in increasing the sales and bring in new customers. Therefore, the analysis of the internal as well as external factors helps in bringing about control within the organisation (Sheth and Sisodia 2015). Therefore, Burger Urge can use this particular strategy so that it can maintain its effectiveness in the business market.
Conclusion
Therefore, it can be concluded that in order to expand in the market of Australia, it is necessary that Burger Urge maintain a proper marketing strategy that aligns with its objectives and goals. The improved objective of the restaurant need to be such that it addresses every problem that may be faced so that it can continue with its business prowess. The strategies adopted by Burger Urge can address the improvement of the internal factors as well as the external factors that affect the business. Therefore, the monitoring and control method can provide Burger Urge with an opportunity to improve its market and ensure that it dominates the Australian market.
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