Marketing Plan: Minute Burger

Members

Nico Guevarra

Jhey Socito

Angela Caamic

Sophia Nicole Herrera

Christian Agpasa
I. Executive Summary

II. Business Review

III. Environmental Analysis

Political

Political factors play a central role in business and can have a major effect on business and

profitability. These factors affect businesses at several critical points. A business trying to expand

overseas can come across political barriers. It is why collaboration and international trade

agreements help businesses grow and expand overseas. Countries where the political environment

is unfriendly, businesses find it difficult to grow and a lack of political stability can also result in

economic instability and in turn loss of revenue. Burger King is trying to grow in Asia and it is

why the political environment in the Asian countries matters. China and India have a very poor

record in terms of ‘Red Tape’. While till some years ago entry into China was difficult because of

the high level of red tape barriers and not just China in India too doing business has remained

difficult till the latest anti corruption move took place. The business environment is now better

which is good for the International brands trying to penetrate the Indian market. Burger King had

a slim presence in the Indian subcontinent but is planning to expand after partnership with a local

Indian firm. Political factors in this way have a direct relationship with the business environment

of a nation. Political havoc results in supply chain and business disruption and loss of revenue.

Geopolitical factors in the 21st century have also affected businesses deeply. Terrorist and the

resulting havoc have affected business scenario in both Western and Eastern nations. The high

level of regulation following the terrorist attacks in US, UK and France resulted in a very high

level of regulation in these areas leading to a decline in tourist activity. In turn these things affect
the hospitality and restaurant industry too. The overall role of the political factors in the business

industry is very big.

ECONOMICAL

Economic environment and environmental factors can have a deep and direct effect on the

businesses and the business environment of a region. The world economy has been through a

recession. Economic activity in most regions has returned on track. There have been some

fluctuations and despite that economic growth has happened faster in most nations. Asia is

particularly the most shining part of this story and most brands have flocked to the Asian nations

in order to find growth. Economic challenges can affect sales and revenue. In the 21st century,

world economy has been through difficult phases. During the recession, the brands were forced to

cut down costs and to lay off employees. The period of recession was also difficult for the

customers since several millions jobs were lost and people’s buying power had reduced greatly.

Due to it, brands’ profits and revenue were reduced. Now, that economic activity has risen and the

level of employment too has risen, brands are again seeing profits. However, from time to time

important economies like Brazil, Russia and China have been through economic fluctuations.

Demonetization in India dealt a severe blow to local and international businesses. The American

dollar has grown stronger since the recession which has also reduced the profits of the American

brands. It proves the deep impact economic factors can have on businesses and how they can affect

businesses’ profitability and revenue. If the level of economic activity is high, the level of

employment also remains high and it leads to an increase in purchasing power of the customers.

Overall, a higher level of economic activity means better business and higher profitability. Burger

King’s profits and revenue are also affected by economic factors. In the recent years, the brand’s

revenue and profits have risen which is because of the rising economic activity around the globe.
 Socio-cultural

Socio-cultural factors too have a central role in the context of business. Changing social scenarios

and trends can affect businesses and their profitability. The 21st century has seen an overwhelming

growth in the use of IT and internet. Now, a higher number of people are using smart-phones to

access information and for shopping. Society and culture both are important forces that have an

effect on how people shop and the brands they like. Burger King is focusing on the use of IT and

technology for faster growth and for consumer convenience. Now more people order food online

and review food quality and service. More of them are now found on social media and follow their

favorite brands on Facebook and Twitter. IT and digital technology are also playing an important

role in marketing. Now most brands are found on social media and market themselves through

websites and other digital channels. Culture also plays an important role in marketing. From one

region and from one society to another, the culture differs and how people can be reached and

influenced also differs. Brands need to have different strategies for marketing in different cultures.

Burger King also employs the same strategy. Its promotional strategy in US is different from that

in Japan. From one market to another and one culture to another every fast food brand including

Burger King employs a suitable strategy to match local expectations and to match the local

demands. In this way socio-cultural factors affect businesses at various levels.

Technology

Technology has grown to acquire a central role in the context of business. The businesses that are

technologically ahead of the others are considered more competitive and remain more profitable.

Businesses seeking faster growth and higher revenue are investing in technology. Technology is

helping businesses at several points and is everywhere from finance to HR, marketing and sales.

Burger King has also invested a lot in technology and uses it for marketing and sales. In the recent
years most fast food brands have started investing in technology and digitization and Burger King

is also not an exception. Technology is making brands popular and helping them reach a large

customer audience. Social media has taken over marketing and every brand is reaching its

customers and engaging them using social media. However technology’s role has become even

greater and businesses are using innovative technologies like AI to reach their customers and

provide them personalized experiences. These technologies are changing the world of marketing

like never before and changes are happening faster with technology. Now that technology has

become key to growth no brand can do without investing in AI and interactive websites to grow

their customer connection.

Environmental

Environmental factors have acquired an increased value in the 21st century. Sustainability is now

a serious issue that most brands are investing in. It is not just for cost saving or for marketing a

better image but for creating higher value. Saving the environment is important and the investment

these brands are making in it will become an asset for the coming generations. This is not just the

need of the time but also a better method to connect with the millenials who appreciate the brands

that value environment and community. Burger King is also investing in sustainability and CSR.

Apart from serving great quality food, the brand is also well known as a great employer that cares

for its employees’ welfare. It provides nutritional information related to the food it serves to its

customers and also takes care that its menu remains healthy. Food innovation is an important focus

at Burger King. However, innovation does not end at food but it also invests in and cares for its

people. BK is equally invested in sustainability where it has taken important steps towards

addressing the environmental challenges.

After deconstructing the market, minute burger notice that customers demanded for some

unique flavors that is new to the town. So Minute burger think to make a new flavor which consist

of colored buns and has a mozzarella cheese on top and the taste of buns is a taste of vegetable.

Such like malunggay, carrot, etc. burger is demanded in every age and we think by this it will

demand by everyone

V. Marketing Objectives

Minute Burger aims to be a leading reputable burger shop, to provide good quality products

and to be competitive in the market

MISSION

Minute Burger aim to offer high quality burger product of a competitive picture to meet the

demand of middle to high income customer

VI. Continuously Satisfying Customer Strategy

To continuously satisfy current customer and to maintain them. The company need to fulfill

the unmet wants and expectations. To do these the company need to apply the

DIFFERENTIATION and the PRODUCT DEVELOPMENT as a marketing strategy.

Differentiation will be used so that the company may have a lead to its competitors. Different kinds

of product will attract more customer. The product development will use to meet the expectation

and wants of customer

VII. Sales Force Performance Strategy

as online advertisement and also they will give flyers. Through these people will become more

aware of the product of the business and the business it’s self

VIII. Better Than Others Strategy

IX. Marketing Execution and Controls

X. Financial

XI. Appendices