Strategic marketing: In-N-Out-Burger

Thèmes abordés

In-N-Out-Burger, société américaine, France, Harry and Esther Snyder, California, burger, hamburger, frite, Mc Donald, Quick, KFC, Burger King, Wendy'

Résumé du document

Nowadays, the World has become a one big country with borders transparency and unique money. This phenomenon, called globalization, has made it harder for companies to survive against competition and international firms. Indeed, companies can become unprofitable and go bankrupt. This is why they must innovate and surprise customers with new products, services or locations. To do so, they must implement a strategic marketing plan on the basis of three simple analyses:
-The external analysis which includes things that the company cannot control.
-The internal analysis which includes things that the company can control.
-The realistic expectations which answer the question: How much can we realistically expect to sell on the short and the long term?

By asking these three questions, we can decide or not if we should start the new concept or implement the company in a new location.This essay is going to give an overview of this marketing plan by implementing the California based company In-and-Out Burger in Paris, France. This fast food chain was created in 1948 with the first drive-thru system or this essay, a first part will focus on the description of the company and the definition of the new project. Then in a second part, we are going to analyze the external environment as well as the internal environment in a third part. To finish, we are going to study the realistic expectations of the project and see if we should or not move forward.

Extraits

[...] Concerning Marine Le Pen, who is from a nationalist party, her program could be the worst for In-And-Out Burger. Indeed, she wants to close the French borders, leave the European Union and the Euro money, and promote French companies. This then could be more difficult for a foreign company to implement in France as she is against globalization and a partisan of the protectionism. Final Assignment Page 11 If we supposed that Nicolas Sarkozy will run for Presidency in April 2012, Marine Le Pen and François Hollande are going to be his main competitors. [...]

[...] This then could be an opportunity to offer fresh food for cheap to people who are getting scared of obesity and diseases. Also, a buzz can be generated by all the Californian, Nevadan or Arizonan customers living in France. However, there will be a big one weakness for In-And-Out Burger: to be accepted. Indeed, how can French people imagine going to a fast food where they have the best food of the world in their street? French people already know McDonalds and have a bad image of it. [...]

[...] Indeed, everything is fresh. There are no microwaves, heat lamps or freezers and customers can see the employees cutting tomatoes and potatoes by hand. Buns are baked daily and milk shakes are made from real ice cream. So every burger is made by order. And whereas we can think that the fresh quality is synonym of expensive prices, the In-and-Out Burgers menus are the cheapest on the market. Indeed, for the number 1 menu, the biggest one, you will be asked only $ 5.39 whereas as the same menu (“Doubled Quarter Pounder” Burger, French fries and a drink) at McDonalds will cost you $ The so Secret Menus” : http://www.in-n-out.com/secretmenu.asp Final Assignment Page 7 Moreover, the other particularity of In-and-Out Burger is that the company is still owned by the Snyder family who has no plan to take the company public or franchise any units. [...]

[...] For lunch, they will rather order a Parisian sandwich than going to this restaurant. Implementing the company in France would mean to take the risk to be compared to this giant and lose customers because of that Economic Nowadays, the French economy is not at the top of its form. Indeed, France is experiencing the European Crisis and has suffered of the Greek and the Italian ones. Because 9 IFOP Survey : http://www.sondages-en-france.fr/sondages/Elections/Pr%C3%A9sidentielles%202012 Final Assignment Page 12 of this, the country is experiencing a recession period with an unemployment rate of almost 10% and a national debt of billion which represents of the GDP. [...]

[...] Final Assignment Page 13 Concerning In-And-Out Burger in France, the main competitors are McDonalds, Quick and KFC. We can imagine that most of their customers will come to In-And-Out Burger to try it out. If they have a good experience, they will come back instead of going to the competitors. This means that they will generate a preferred customer relationship. However, if the experience is bad, people will go to the competition, and if they do come back to InAnd-Out Burger, this will be just a transactional relationship. D. [...]