Central to the success prospects of every business entity lies in its ability to be able to come out with a strategic policy that can create an accessible bridge between the said business organization and its clients. The process of developing such a policy entails an enormous amount of significant pre-planning running into the main planning process to be eventually translated into all segments of the implementation.
It is in the light of this that Burger World in its ambitious quest to becoming and remaining competitive in the food supply industry is zealously exploring the way forward in capturing a significant percentage share of the market. At present, Burger World occupies a modest ten percentage points in the market ranking. The potential for growth are enormous, it is therefore against this background that, this paper will highlight the main sections of the promotional campaign strategy of Burger World, as part of its five strategic plan.
The Strategy
The strategy begins on the premise of identifying the business environment under which Burger World is presently operating alongside what the trends are today, in order to forecast what the future outlook appears for the industry. It should be noted that the main product offered by Burger World consists of all the various fast food take-away dishes. A survey to geared at establishing a customer profiling indicated that the bulk of customers who patronize the services of Burger World within the last few months include professionals (especially working parents), unmarried individuals and miscellaneous group of others.
An important marketing strategy as described by Jess (2008) is to immediately recognize the type of customers and their relative frequencies in order to be able to come out with a comprehensive catalogue of the custom group to place on high target. In this sense therefore, the most obvious group to consider placing premium on are those within the professional domain. The wisdom behind this choice lies in the apparent scarcity of time available to this group of people. They are therefore more inclined to demand the services of fast foods than any other group.
The next most important element to be incorporated into the promotional strategy is based on how to make the services of Burger World more appealing and distinctive. It should not be forgotten that there are other equally forceful players in the industry, to be successful therefore requires the use of deliberate strategies that will make our products unseat our competitors from their long position of dominance.
In the first phase, the use of discounts to elicit customer attention will be vigorously pursued. This is based on the understanding that in order to attract the attention of customers, there should be a motivating reason to do so (Lake 2008).
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