MARKETING

Chicago Chicken and Burgers



Table of Contents

Introduction1

External Environmental Analysis2

Macroeconomic trends in the Industry2

Porter's 5 Forces model analysis2

PEST Analysis3

Key Success Factors in the Business Operations4

Differentiation4

Speed4

Efficiency5

Location5

Existing Marketing Operations6

Utilization of Traditional Marketing Models6

Product6

Price7

Place8

Promotion8

Media Relations8

People9

Processes9

Physical Evidence9

Adoption of Entrepreneurial Activity10

Recommendations for Improvement10

NHS Trust11

Cultural, political and organisational dimensions of National Health Services Trust12

Marketing operations13

Constraints in the public sector arena14

Effectiveness of a recent marketing campaign15

Adoption of a greater consumer focus16

References17

Chicago Chicken and Burgers

Introduction

Chicago Chicken and Burgers is one of the most famous takeaway meat outlets in the area. The outlet has maintained a very trendy positioning for itself and is based to cater to the needs of busy Europeans whose life is always on the go. The unique selling proposition of the company is its epic burgers. In addition, part of the profits that are earned by this very small entrepreneur is given in charity. Hence, the organization is not for profit essentially and is working on improving the lives of those who are deprived of the basic human necessities of life (OLD, 2012, p. 24). The organization which has managed to carve its own niche of loyal customers has played a key role in disseminating the philosophy of responsible entrepreneurship. The small retailer is dedicated to giving back to the community and has educated the target market as such.

The company delivers the juiciest burgers in town to the ultimate delight of its target audience. Whenever a company comes up with a new addition to the menu, it makes it a point to maintain a level of surprise to it. Sometimes, it is a newly invented sauce and at other times, it is the roasted sesame seeds on the bun. In addition, the company caters to everybody in the family.

The paper discusses the external environmental challenges faced by Chicago Chicken and Burgers in UK and highlights the marketing strategies that can be used by the company to effectively increase its market share.

External Environmental Analysis

Macroeconomic trends in the Industry

The fast food industry in the UK has seen a rapid increase in the last decade or so. The growth between the years 1999 and 2000 was as high as 4 percent and has continued at the same pace since then. Hence, the global success of the fast food industry was also replicated in the European food industry. In this context, it is imperative to state that there is a great deal of variation in the cultural taste preferences among target audience. However, this taste preference does not relate to whether people like junk food or not. It relates to whether they like their junk food spicy or mild and other such factors.

The main segments in the fast food industry in the UK comprises of the big international food chains and restaurants such as KFC, McDonald's and Burger King. However, there are many other small fast food chains and restaurants that are doing equally well.

The introduction of the organic products is the consequence of the growing concern for obesity and other health related problems ...