REPORT

CRM Progress Report

CRM Progress Report

Introduction

Hungry Jack's is a franchise of the transnational corporation 'Burger King'. It has operated in Australia since 1971. Its first store was opened on April 18th, 1971 in the Perth neighbourhood of Innaloo. At present, many years after its first store was opened, a store of Hungry Jack's can be found in almost every state in Australia. The franchise currently has more than 365 restaurants in Australia, with approximately 16,000 crewmembers and 1,300 managers to run its daily operations. Nowadays, Hungry Jack's is considered as a well-known brand in the 'quick Service Restaurant' division in Australia. A consistent and clear delivery of their corporate promise stating - The burgers are better at Hungry Jack's - has created a well respected and strong brand that maintains to have future prospect in the market.

Mission Statement

“To be the best Fast Food Hamburger Restaurant in terms of customer satisfaction, service, product, cleanliness and value.”

Market opportunities/threats

Threat

Threat is a challenge posed by an unfavourable trend or an offshoot of the environment, can be caused in the absence of a specific action marketing, the weakening of the position of the company or an industry. It can also be classified according to the relevance and probability of occurrence. It is important to remember that every threat can become an opportunity; the only need to make sure that there is a good offensive marketing (analysis, evaluation and activation of the optimal strategy).

New competitors

Price war

Cut-throat competition

Decreased demand for a product

New technology (can be an opportunity too)

Economic crisis

Political instability

New taxes

Opportunity

Opportunities are areas where action attraction marketing brings competitive advantage for the company. It can be classified in terms of attraction and likelihood of success that the company may have in each type of opportunity. The probability of success depends on the strength of the business to operate in the target market, but also to overcome its competitors (Wijnands, Bremmers, & Poppe, 2008).

Expanding market (physical coverage, franchises)

Strategic alliances

New market segment

Emergence of new technologies

Change in customer taste and preferences

A competitor that closed

Market Analysis

The fast food industry is expanding and, at the same-team changing the usual operations. Measuring customer satisfaction is one of the most important aspect of the market analysis of fast food industry amongst other fast food restaurants. Fast food restaurants are concerned in measuring how they charge against their service, competitors, cleanliness, hospitality, and even the value for money, in accordance with the article titled "Fast Food Scores Customer Service". Other important attributes include a comparative assessment of the convenience location and order accuracy.

In the coming years, the market volume of the fast food industry in Australia is projected to increase at a CAGR of nearly 3.5%. The largest share in the market is occupied by the Quick Service Restaurants accounting for almost 60 percent of the market. However, in the Asia Pacific region, Australia accounts for just 3.5% of the fast food industry.

Porter's 5 Forces for Hungry Jack's

Threat of competition - High

In the fast food industry the competition is high and the trend is ...