Introduction

established in the year 2017, Burger Hub in Jalandhar is a top player in the category Restaurants
in the Jalandhar. This well-known establishment acts as a one-stop destination servicing
customers both local and from other parts of Jalandhar. Over the course of its journey, this
business has established a firm foothold in its industry. The belief that customer satisfaction is
as important as their products and services, have helped this establishment garner a vast base
of customers, which continues to grow by the day. This business employs individuals that are
dedicated towards their respective roles and put in a lot of effort to achieve the common vision
and larger goals of the company. In the near future, this business aims to expand its line of
products and services and cater to a larger client base. In Jalandhar, this establishment occupies
a prominent location in Choti Baradari. It is an effortless task in commuting to this
establishment as there are various modes of transport readily available. It is at Chotti Baradari,
Taj Restaurant, which makes it easy for first-time visitors in locating this establishment. The
popularity of this business is evident from the 60+ reviews it has received from Justdial users.
It is known to provide top service in the following categories: Restaurants, Home Delivery
Restaurants, Caterers, Inexpensive Restaurants (Below Rs 500), Fast Food, Caterers For
Wedding, Caterers (Up to 300 Persons), Caterers For Wedding (Up to 1000 Persons).

Products and Services offered:

Burger Hub in Choti Baradari and law gate has a wide range of products and services to cater
to the varied requirements of their customers. Burger hub main product lines are as follows:

Hamburgers
French Fries
Chicken products
Shakes and cold drinks
Sides
Breakfast meal

Aside from the main product line of burgers, Burger hub also offers chicken and fish as
alternatives. The sides include fries, nuggets, onion rings, and hash browns. Burger hub also
has a number of salads, such as Morning Star Veggie Salad and Chicken Caesar Salad. The
beverages include sodas, smoothies, iced tea, juices, milk, water, coffee, and frappes. Burger
King’s desserts and sweets include Dutch Apple Pie, Oreo Shake, and Caramel Sundae. In
addition, the company bundles its products as value meals and kids meals.
Service style in burger hub

Burger hub is a fast-food outlet. So the type of service provided to the customers over there is
“Single-Point service”. Single-point service means service to the customers from a single
point. The customers stand in a queue till their chance comes. When their chance comes they
order what they want on the service counters, they pay and then they collect their food. The
food is consumed on the on the premises or taken away.
Here basically the service is at a counter where customers receive a complete meal or dish in
exchange of cash or ticket. Here the menu is of limited range, the service is fast and with take
away facility.

TARGET MARKET

Burger hub basically targets customers like

• Young children: Young children often like to visit Burger hub because they get attracted to
the complimentary toys which Burger hub provides on certain meals. So young children with
their parents visit Burger hub
• Students: Students from colleges and schools want to satisfy their immediate needs of
eating so they prefer to go to Burger hub. Also they prefer fast food more than heavy food, so
they prefer Burger hub
• Families: Families like to eat-out many times without wasting a lot of time and as well as
lot of money, so they prefer to go to Burger hub
• Old people: Old people like to have light food so they like to visit Burger hu.
• Businessmen and Working People: Businessmen who do not like to waste a lot of time and
just want to satisfy their basic needs of eating and drinking.
• Also customers who are in a hurry come to burger hub just to satisfy their basic needs of
eating and drinking. They mostly prefer drive-thru or take-away.

Problems Identification
Considering the problems, there were a lot of problems involving the disadvantage over the
location, rules and time which are becoming the root problem of the lack in sufficiency and
hence not able to fetch the customer to increase the sales. Given below is the brief
explanation of the problems

Customer Service

First impressions are important. Poor customer service is often a deal breaker for customers.
Your food may be outstanding, your table settings exquisite and your ambiance delightful, but
if your service is bad, customers will remember.

here in burger hub fast food restaurant the customer service is not much effective because when
I considered or check their customer review on Zomato app most of the customer are not fully
satisfied with their services.
The key to success is happy customers who want to return again and again. To ensure your
success, your entire team – from management to hostess to wait staff and busboys – must be
dedicated to your customers’ well-being. Every contact your staff makes with customers must
be pleasant, welcoming and accommodating.

The way you handle your customers along every step of their dining experience has an impact
on whether you’ll retain that customer. If they weren’t greeted when they walked in and when
they left, they might mention it in an online review. As the digital arena continues to grow,
online reviews are consistently important to your success.

The Menu

One of the most common problems restaurant owners face is the menu. A good menu is a
balancing act. In the case of burger hub they are providing long and lengthy menu to their
customer which takes time to read that. Instead of offering a five-page menu, consider offering
a smaller number of dishes and doing them really well.

Lacking focus, large menus take longer to order from. They also require more ingredients. The
more items on your menu, the more ingredients you have to buy.

Concentrate on the layout the menu. Is it easily readable? Here are some tips for the restaurant
menu:

 Group most profitable items together.

 Don’t use dollar signs.
 Let your menu be a tour guide. This can be accomplished through photos and/or creative
text. Consider hiring a copywriter to craft a compelling menu.
 Keep the menu clean – no grease and no food or water stains. Get rid of worn or torn
menus.
 Update the menu and prices at least once a year.
 Build the menu around popular items.
 Make sure the staff is thoroughly trained and has memorized the menu.

Slow home delivery

the home delivery services of this restaurant is not good and effective because of slow delivery
they are loosing their customer, because the restaurant takes long time to deliver the food,
sometimes customer avoid ordering from this restaurant and switch to other restaurant for
ordering the food.

Ban of Plastic – According to the previous rules of the the Government, all the utensils and
bags made up of plastic has been banned and thus increasing the cost of the production as the
cooked food is supposed to be served in these containers. Along with this, there is an extra
burden on the fast food and restaurant as that are not available with the previous sellers and
because of it they have to approach to the new sellers which makes the availability also
inconsistence.
Effective Inventory Management and Menu Pricing

Inventory and menu pricing should take into consideration the ordering process to limit waste.
This will have a direct impact not only on our environment, but also on the fluctuating
ingredients costs, which impact gross profit on menu items. Menu pricing should be organic
and have fluidity as frequent and small increases in menu prices are easier to sell than larger
more noticeable increases done infrequently.

burger hub keeps their prices of product high like ex:- one aloo tiki burger cost almost 90 rupees
which is higher than the prices of burger king and McDonalds.

food quality

food quality is not up to mark in burger hub as their food rating is not quite good on Zomato
and swiggy which clearly means that customer are not fully satisfy with their food that they are
offering.

As an owner, you need to be tasting your food regularly. This is the surest way to keep up with
the quality. Additionally, when doing your food costing, make sure you are not sacrificing
quality for price. Remember that customers are ultimately coming to your restaurant to eat. If
the food is bad, your customers will not return. They will not tell their friends to eat at your
restaurant. They will not give you a good Yelp review.

Sales Plan
For a stable, uplifting and a healthy business it is very much important to have a good start
straight from the planning and analysis till the actual working of the business. A Sales Plan is
basically the backbone of a healthy business as it is the only thing which is going to generate
income for the business and should be well planned and also well executed.

SWOT
Basically, it is not just an imaginative exercise and has a great influence to decide the leverage
to give to your strengths to capitalize on opportunities and must also consider your weakness
and threats as obstacles to be overcome to attain your goals.
Strengths –

 Good quantity and decoration of food

 diversified product range
 Stable and experienced Staff
Weakness –

 the company has moderate product differentiation; one of its major weaknesses is that
the business model of Burger hub is easily imitable
  Due to increased health consciousness in the people, there is the decline in the
consumption of burgers and other fast food products. It has affected the business
operations of the company and decreased its sales and revenues
 Lower levels of promotions

Opportunities –

 company can expand its business in the emerging markets

 the company can introduce a new food segment with the healthy food products and fruit
juices and shakes As mentioned above, people are becoming very much aware about
their health
 Season change and increase in demand in further season

Threats –

 Alterative fast food nearby like burger king, McDonalds

 Apart from this, increase in the prices of raw materials may impact the business
operations

From all this information it is clear that the business have a good grip over the online market
and the quality of the products are very good which can be used to grab the opportunity to
rule over the online market and the good quality of the food can be a piece of attraction for
the customers if depicted in the advertisements which can attract more customers and hence
increase the sales.

Target Market Strategy

Target Market is a group of people, who most likely to purchase the products and services of
the company. The company can use different kinds of target marketing strategies, so it can
cover a large market under its target market. They can emphasize on the target market with
marketing mix, segmentation and establishing multiple marketing mix. Each and every
organization chooses its target market by considering various characteristics of market
segmentation. The process of market segmentation refers to dividing the total market on the
basis of different characteristics, such as; behavioural, demographics, psychographic etc.

First, Burger hub is targeting the people on the basis of demographic characteristics and
targeting the children and youth generation from upper and middle level people. In addition to
this, it is focusing on the geographic characteristics also and searching for a strategic location
to introduce its new franchise. Under its target market strategy, Burger hub is targeting the
people, who are willing to eat the delicious, hygienic and non-conventional food at the
restaurant. Targeting this market will assist the company in reaching to most of the population
in the world.
Marketing Objectives
Marketing objective of a company is the goals, which is established by the organization, when
it promotes its products and services to the target market and potential customers. By
complying with its vision and mission statements, company is working on its marketing
objectives. There are some marketing objectives, which are set by Burger hub and it is creating
effective marketing strategies and marketing plan to achieve these objectives By attaining these
objectives, it will be able to establish and sustain the brand reputation in the competitive fast
food sector. Some of its marketing objectives are stated below;

 To provide quality fast food products in various locations of the world

 To develop and diversify the product range according to the needs and expectations of
customers
 To attract a maximum customer base towards the products and services of Burger hub
 To improve its brand awareness among the people
 To increase the market share in fast food industry over its competitors and reach to the
first position in the global fast food industry

After setting these objectives, the company is working to meet these objectives, so that it can
establish a strong brand image in the fast food industry.

Marketing Mix
Market Mix is the tool, which includes different strategies, which are implemented by an
organization from the production stage to promotion stage of a particular product or product
range. It includes four strategies, product mix, price mix, place mix and promotion mix. The
marketing mix for Burger hub is given below;

Product
Burger hub is operating its business as a quick fast food service provider and focusing on
hamburgers as its primary product. The major product line of the company is;

 Hamburgers
 French Fries
 Chicken products
 Shakes and cold drinks
 Sides
 Breakfast meal
Price
Pricing strategy of the Burger hub is created on the basis of generic strategy, i.e. cost leadership.
It reduces the prices and costs of the products. The company needs to implement effective
pricing strategies to regain the profits. The pricing strategy of Burger hub is given below;

 Bundle price strategy

 Market Oriented strategy

Under its pricing strategy, Burger hub should execute the market-oriented pricing technique.
This strategy of the company includes establishing the prices on the basis of current market
trends and conditions, like; competition, changes in the environment and customer preferences.
Another pricing strategy of the company could implement is bundle approach of pricing For
instance, the people can purchase their value meal and meals for children, which are very much
affordable for the purchasing the food products.

Place
The products and services of Burger hub can be availed at its food outlets all over the india. It
is the component of marketing mix that includes the place, which the entities utilize to make
transactions with the customers in target market. It is using effective distribution channels. The
major ways, through which the company is positioning its products, are; like; mobile app of
the company, restaurants, website of company. People can use company’s mobile application
to look at the different coupons for discounts and some other special offers. In addition, they
can place their order on official website of the company. By taking the orders from this website,
the firm can do the home deliveries. Under this part of marketing mix tool, Burger hub majorly
focuses on improving the physical existence of its fast food outlets.

Promotion
In addition to above marketing strategies, Burger hub should employ some different strategies
to enhance the promotion of its products and services among its customers. This marketing mix
strategy should include the tactics, which are utilized to communicate with the targeted
customers about the offers of company. Burger hub should implement various communication
strategies, like; advertising, personal selling, public relations and sales promotion.

Under the promotion process, the company is majorly relied on advertising the products among
target market. It uses different media, like; online media, print media and broadcasting media,
like; TV, Radio. Moreover, it can use the personal selling techniques for encouraging the
people to purchase more products from its food menu in addition, they should promote the
products by implementing public relations, such as; its foundation provides the scholarships.
Implementation and Control Plan
Under marketing plan, implementation and control plan is a process that will ensure the
attainment of the business goals and objectives, which are set by the company. It plays an
important role in this process. Under the process of implementation and control, human
resources play an important role, so there will be need of effective management of the
employees and people of the organization .In implementation of the marketing plan, Burger
hub will create its vision and mission statement. This implementation plan will include all the
related activities, their time frame and concerned person, who will be accountable for these
activities. For attaining a considerable market share, Burger hub will transform its promotional
and marketing techniques.

Recommendations –
There are some of the suggestions that can be life saving for the business that I would
like to suggest, some of them are related to the investment and some of them are related
to the promotions and advertising. Given below is the brief explanation of the
recommendations –

Burger hub current focus is on market penetration, with a considerable degree of product
innovation. However, based on this SWOT analysis, the company needs to adjust some of its
strategies to maintain competitiveness. Burger hub can implement the following recommended
strategic adjustments to address some of its most significant concerns:

1. Diversify/widen product mix to address current product mix limits

2. Increase service quality
3. Improve products to address the healthy lifestyles trend
4. Improve the delivery time to their customer
5. Focus more on promotional activities

Conclusion
Thus, marketing plan of Burger hub includes all the related aspects of the company, which are
used by the organization in approaching a maximum customer base. However, Burger hub is
not that well-established player in the fast food industry as compare to their competitors like
burger king and McDonalds, but still it needs to do something new and innovative to enhance
its business operations. In addition to market penetration, the company should focus on product
innovation also. The above report includes all the required aspects of marketing plan of Burger
King, such as; marketing strategies, target market, objectives etc. This marketing plan of the
company will assist it in enticing the customers towards its products and services. After
considering the market trends and changes in customer needs, the company should focus on
introducing its new segment with healthier food products. It will help the company in
competing with its leading competitor, i.e. McDonalds