Fast Food Company Assignment Sample

Introduction

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“Burger Point” is a British Company that is situated in London, UK and is operating since 2010. The company provides wide range of products in the fast food category such as Pizza, beverages, desserts, noodles and many such products; but it is specialized for making healthy, tasty and delicious burgers. The Company has earned the revenue of £ 50 million GBP in the year 2020 and approximately 500 employees work for Burger Point. After gaining immense experience and understanding of the fast food industry and increasing preferences of the customers, Burger Point is planning to launch its company in Turkey with the motive of enhancing the business expansion. 

Reason for the choice of country 

Fast food is a billion-dollar industry in Turkey as it has been researched that fast food in Turkey is a $ 2.4 billion market. Various international food chains are already established in Turkey but people are looking for the new taste and food. One of the major reasons of choosing Turkey as a target country is the growing purchasing power as the average incomes of people have risen at over $ 13,000 in the year 2016. Fast food is considered as the huge market/ industry in Turkey as there are more than 3,800 hotels, over 150,000 fast food restaurants and 5000 catering companies. Also, Tourism is the major source of income for food and beverages industry of Turkey. In the present times, 45 % of Turkey’s fast food restaurants are found in Istanbul. 

Burger Point can face huge competition from Burger King, Domino’s, McDonald’s, KFC, Pizza Hut, Subway and many other fast food restaurants who are well established in Turkey. Based on the results of customer survey conducted in the year 2018, it has been founded that 14.76 % of the total respondents prefer to go to Burger King to eat and after Burger King, around 12.41 % of respondents prefer Domino’s and 11.12 % of respondents prefer McDonald’s. Such kind of tough competition can be faced by Burger Point and it will need to develop reliable strategies for entering into the new market and giving tough fight to already established fast food restaurants in Turkey.  

Figure: Preference of customers 

Source: https://www.statista.com/statistics/567588/turkey-survey-fast-food-restaurant-distribution/ 

Product and brand: product model, brand and brand identity

Product Model

The above model is the product model of the Burger point by which they are offering various types of products to attract the customers according to their needs and requirements. The product model shows that the company will be providing burgers, noodles, pizzas, desert items, and beverages to the customers as per their needs and wants (Chen et al, 2018). Under the burger product, they are offering various types of burgers in which some of the burger are for diet conscious people and also help the company to gain the competitive advantage in the market of Turkey. A part from this the Burger Point will also offer different types of veg and non-veg burgers. The Burge point will also offer pizzas such as Tomato, onion, capsicum, paneer, veg-loaded pizza, and so on. The company will offer different types of noodles such as Haka noodles, Chilli noodles, and Schwzen noodles. In the desert items, the company will provide ice creams, cakes, pastries, and muffins. The beverages are the most important product that every customer wants with pizzas or burgers. They are providing different types of shakes, sprite, Fanta, Coca-Cola, and so on (Thaichon, Quach and Surachartkumtonkun, 2019).

 

Brand and Brand Identity

Brand and Brand identity is important because it will differentiate the products of the Burger Point from its competitors (Bragg et al, 2020). The logo has been designed by the Burger point which will differentiate its uniqueness with its competitors. The logo of the company is as follows:

Figure 1: Logo of the company

Segmentation, Targeting and Positioning

Segmentation

While expending the business in the country Turkey, Burger point will be segmenting the customers based on the certain characteristic and according to their requirements. The burger point divides the customers based on the many variables such as demographic, geography, psychographic, and behavioural segmentation (Camilleri 2018). According to these variables, the Burger point has been targeting the different types of groups in Turkey.

 

Targeting

With the help of targeting strategy, the Burger point company targeting the audience of the country Turkey who are in between 15 to 40 years of age. The company will be targeting the middle class and upper class people who are generally consuming the fast food 9 to 12 times in a month. They are targeting both i.e. males and females (Nadube and Didia, 2018). This target group of the company is very similar to their already existing customer base in London, UK.

Positioning

The market positioning strategy refers to the process by the burger point has the ability to influence the consumer's perception regarding a product or a brand as compared to the competitors. The Burger point will be positioned their image in terms of providing better quality of the products with the affordable price (Hanaysha and Pech, 2018). The company will also provide the healthy burgers for the health conscious person which is very different from the company's competitors. 

Assessment 2

Report Part 2- The Consumer

Target Consumers of the Market

The broad target group for Burger Point is the market of Turkey. Under this, the middle- and higher-class people will be the target. The lower-class people will be excluded from the company's target because prices will not be affordable for them. To offer fast-food items like burgers, noodles, pizzas, dessert items, and beverages, the main target age group of Burger Point in Turkey will be people from 15years of age to 40 years. This target group of the company is very similar to their already existing customer base in London, UK. 

Aspects of Consumer Behaviour

Buying Roles

There are nine buying roles which are needed to be understood by Burger Point to understand consumer behavior. These roles are as follows: 

Figure 1: Buying Roles

Source: By Author

• A maintainer is a person or team of individuals who will look at maintaining the consistency of products of Burger Point while targeting the customers in Turkey. The maintainer is the one who serves the product

• The preparer is the person who changes the raw material into a consumable product (Kaur and France, 2018). It means the preparers for Burger Point will be their Chefs who will cook items like burgers, pizza, noodles, etc. 

• The user for Burger Point will be the people in Turkey who will consume their products

• The buyer is different from a user which is because the user consumers the product but the buyer just purchase and pay for it. The buyers can be the user but it is always not the case. Sometimes a person may buy a burger from the company for someone else. In this case, buyer and user will be different

• The decider is different from than buyer because the decider decides what to buy and how much to buy but does not pay for it. Instead, it is the buyer who pays. Sometimes, both can be a single person and sometimes not

• The gatekeeper is the person or the people who allow to flow of the information or restrict it (Burton et al, 2017). Like, a person who tries a burger of Burger Point for the first time and informs about its taste to other people is the one who can be called a Gatekeeper here

• The influencer is the person who influences the final buying decision of the buyer. The influence of an influencer on people can be direct or indirect but both affect the sales of Burger Point

• The initiator is the one who suggests the idea of buying the product. Like, in a group of four people who goes for an outing, the one who will suggest having food at Burger Point will be the initiator

• The Disposer is the person who disposes of the product package once the product has been consumed by the users (Bernat 2017). If people are dining in the Burger Point, the disposer can be the user itself or it can be anyone from the staff who disposes of the package once the user left

Consumer Decision Making Process

It is the process with which Burger Point can have an understanding of how the people of Turkey whom the company is targeting make their purchase decisions. The following consumer decision-making process helps a lot to understand the consumer behavior: 

Figure 2: Consumer decision making process

Source: By Author

• Recognition of Need: This is the first step of the consumer decision-making process where the targeted people of turkey will recognize their needs. The role of Burger Point at this step is to make the buyers aware of the company's products

• Information Search: At this second stage, the buyers or the consumers try to research information regarding products they've identified for their needs. Like, the consumers can search for what all products are there on the menu of Burger Point.

• Evaluation of Alternatives: This is the third stage of the process where consumers evaluate the options they have researched in the previous stage (Stankevich 2017). They evaluate the alternatives on various factors like the taste of the product, the material it contains, the design, packaging, etc. For example, the consumer can evaluate different types of burgers provided by Burger Point.

• Making purchase-decision: The consumers at the fourth stage, finally make their purchase decision. It means that they choose one product from the alternatives they have evaluated. This is the stage where the consumer takes action and buys the product for consumption. 

• Post-Purchase Evaluation: Once the purchase decision has been made by the consumers, they evaluate it to know whether the purchase was worth it or not (Qazzafi 2019). In the case of Burger point, the buyers can evaluate it based on the taste of the food item. The post-purchase evaluation of consumers decides whether they recommend Burger Point to someone or not. Also, at this last stage of the consumer decision-making process, the consumers give feedback to the company about whether they have liked the product/service or not. 

Keys to understanding consumer behaviour

Perception 

Before expanding the business to Turkey, Burger Point needs to understand how Turkish people perceive fast food. It is because until and unless, the perception of consumers is not known, the company would not be able to fulfill their needs. Due to the urbanization in Turkey, most people are moving towards a schedule where they have long working hours and having no time to cook. The majority of the Turkish people have a positive perception of fast food. They perceive it as convenient, delicious, time-saving, and fun. This can be seen with the higher growth of the fast-food industry in past few years. The remaining people who have a negative perception see fast food as expensive and unhealthy (Yarimoglu, Kazancoglu and Bulut,  2019).

Consumer Needs 

Consumer needs are the specific requirements consumers want in the product/service they buy. Burger Point has to identify the needs of its target consumers before making its marketing or sales plans. In Turkey, the major need of consumers regarding fast food is they want it fresh and of high quality. To satisfy the needs of targeted Turkish consumers, Burger Point will need to keep these into consideration. The company would have to ensure that they will never compromise on food quality and they will always serve it fresh. 

Motivation 

Consumer motivation is the internal state of consumers or it can be a gut feeling which drives the Turkish people to buy products from Burger Point to satisfy their conscious or subconscious needs and desires. Buying the product from the company and fulfilling their desires may re-motivate the consumers to make a purchase again from Burger Point. The role of the company in developing or maintaining consumer motivation is that they have to ensure that they keep the products as per the identified needs of consumers (Suher, Huang and Lee, 2018). It means that if Burger Point will provide the same taste which the Turkish people prefer, it will motivate them to come again and again to Burger Point. 

Consumer motivation has a link to the hierarchy of needs given by Maslow. According to this hierarchy, the major motivational drivers to drive the consumer motivation for buying a product have levels of importance. As per the hierarchy model of Maslow, the basic needs of consumers which is a driver for motivation are their physiological needs- the need for shelter, food, and safety fall under this (Tengiz and Oraman, 2019). The highest level of need which drives motivation is self-actualization. Other levels are the social needs of consumers, their esteem needs, etc. 

The motivation level of consumers varies for purchases from low to high. The motivation level depends upon how important it is to purchase a product for them (Wilson 2019). For example, the motivation level of purchasing a burger from Burger point depends upon how hungry the person is, how much time he/she has to grab something to eat, etc. Also, the motivation level of a consumer gets affected by various external factors. In regards to the expansion of Burger Point in Turkey, these factors may include the social value of Turkish people, their beliefs about Burger Point, their values, etc. 

Self-Concept

This defines the way people of turkey perceive themselves. Understanding the self-concepts of targeted Turkish consumers is necessary for Burger Point to understand their behavior and ultimate purchase decisions. An unconscious component is always there in the self-concept which is why it is not considered much realistic. The self-concept of consumers can be categorized into six types which are:

• The actual self is the way consumers perceives their own-self 

• The ideal self is a way a consumer would like to perceive own-self 

• The social self is a way the consumers think that other people perceive them

• The ideal social self is the way consumers would like other people to perceive them 

• The expected self of a consumer is the self-image that falls between the ideal and actual self (Hermanda, Sumarwan and Tinaprillia, 2019)

• The situational self is the perception of consumers of self in particular situations. The situational self-varies with the situation to situation

Consideration of Culture 

The culture of Turkey determines the experiences of Turkish people, their values, and beliefs which are connected directly to the social norms, behaviors, attitudes, intentions, and emotions of the Turkish consumers. The company will need to offer food, decide its package colors, style, and sizes after carefully analyzing the culture of Turkey. All the cultural requirements/considerations are needed to be identified by the company to avoid any kind of conflicts in the future.

The cultural considerations which Burger Point need to have while expanding the business to Turkey include:

• The language spoken by Turkish people usually in their routine life will need to be considered by Burger Point because while selling the burgers there will need to be a person who can speak to the consumers in their language to make them understand everything. The people of turkey speak Turkish which Burger Point must consider

• The education level of targeted Turkish consumers will also be needed to consider by Burger Point because it will be needed while creation the infrastructure of the store in Turkey. Also, it will ultimately affect the consumer journey (Shavitt and Barnes, 2020).

• The ethics and values of the targeted people of turkey will also be needed to consider by the company because while deciding upon the menu, it will be required. For Turkish people, their values and ethics are the topmost priority which they consider over everything

• The cultural preferences of Turkish people like their preferences regarding fast food must be taken into consideration. The quality levels they expect, brands, and type of food items they want to prefer fall under this. 

• The material culture is also needed to be considered of Turkey which includes the availability of resources to run the business in Turkey, the infrastructure, technological development, etc. (Hyatt 2017). The material culture is important to consider for ensuring effective production after the expansion of business in Turkey.

Report Part -3

Marketing Communication Plan

A marketing communication plan refers to a strategy with which the Burger plan will inform their customers in Turkey about the launching of a new product in the market to satisfy their food hungers. It has been identified that the country is being famous for the fast foods in which 2.5 m dollars market is for only fast food industry. That is why the Burger Point wants to establish their business in Turkey so that they can reach out to the maximum customers and have the growth in their business. The marketing communication plan is as follows:

 

• Strategy: While launching the new product in the market of Turkey, the Burger Point has been making some strategies with which they can easily attract the customers towards the purchasing of a product. It includes many analysis which are as follows:

• Marketing Strategy plan: With the help of marketing strategy plan, the Burger point has been setup the business goal which is to reach out the population of Turkey while providing them the quality products. The company has been researched about the market of Turkey in which they got to know about the perception of the customers for the fast food. The majority of the customers are thinking that the fast food is very tasty which saves time and costs of the population. They have found out the major competitors such as burger king, MacDonald's, Dominos, Pizza hut, and so on. They will apply the strategy in their business is that they will offer the discounts based on first come first serve basis which will attract more customers.

• Industry analysis Tool: In the industry analysis tool, the Burger has been doing the PESTLE analysis and SWOT analysis. As per their SWOT analysis, they have found that the strength of their company is to provide the health burgers to the population of Turkey who are very health conscious to maintain their health (Suciati, Kurniawan and Iswahyudin, 2020). The Weaknesses of the company is that there is no brand image in the eyes of the customers because of the new establishes company in Turkey. The opportunity for the company is to provide the products according to the tastes of the customers and the expansion of the business in the other countries also. The major threat for the Burger point is the competitors. The PESTLE analysis helps them to identify the external factors that have an impact on the business. The political factors include the political stability, government support which has the positive impact on the business. In terms of fast food, the Burger point has the positive impact through the economic factors because it will have the high economic growth of the country Turkey. For the health conscious people, the company is offering the healthy burger which also has the positive impact on the business while increasing the profits in the business. The Technological factors always increase the profits because they are having the opportunity to scan the code from the table itself and give the orders at the outlet. 

• Competitor's analysis: The competitors of the company include McDonald's, Burger king, Dominos, and so on. The company Dominos is famous for the Pizzas which has the high market share as compared to the Burger point (Dastane and Fazlin, 2017). The Burger king is famous for the burgers which also have the high market share but the Burger point tries to give the competition to produce the burgers as per the needs of the customers.

• Audience: With the help of this strategy, the Burger Point has been identifying the product marketing in the market according to that they will offer to the Turkey customers. They will survey of the consumer's perception for the fast food products and accordingly sell to the customers. 

• Objectives: The objective of the Burger Point for expanding the business in the country Turkey is to get the high profits and gain the competitive advantage in the market. As they have the already established business in UK which satisfies the customers as per their needs and wants. The other objective of the company is to expand their business in the country Turkey because the population of the county highly prefers fast food products.

• Channels: The most important part for the company is to promote the product with the various channels. There are many marketing channels with which the Burger Point has been promoting their products in the country Turkey such as advertising, Sales promotion, direct marketing, public relations, and so on. There are many social media tools that has been using by the Burger Point such as Facebook, Website, LinkedIn, and so on (Riaz and Ahmed, 2019).

• Measure: All the things that have been planned by the Burger Point for expanding their business will be measured in the form of making the budget so that they have an idea about the investments while expanding their business in the country Turkey.

Recommendations

There are many recommendations that should be applied by the Burger point while expanding their business in Turkey. These are as follows:

• The company should do the enough research about the competitors so that they have an idea about what strategies are used by their competitors to attract the customers. They should research about the each things like strategies, price, quality, quantity, and so and accordingly apply on the business (Boyland and Tatlow-Golden, 2017).

• At the initial stage in Turkey, the Burger Point should use the market penetration strategy to attract the customers. This will help them to gain more customers at the lower prices while providing the best quality to the customers to make them loyal for the business.

References

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