In and Out Burger - Global Marketing Plan

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Global Marketing Plan

1. Identify the company, division or product:

Company Introduction

* In-N-Out Burger is a regional chain of fast food restaurants with locations in the western United States but mainly California. * Founded in 1946 by Harry Snyder and his wife Esther, first establishing their location in Baldwin Park, California. * There after new locations have open including some in Nevada, Arizona, Utah and now Texas. * Operation hours:

10:30 am- 1:00 am (Sunday-Thursday)
10:30 am- 1:30 am (Friday- Saturday)

Company’s Mission

* Provide freshest, highest-quality foods and services
* Provide team-oriented atmosphere whereby goal-setting and communications exist * Assists all communities in its marketplace to become stronger, safer and better place to live

a. What is the current marketing strategy?

Fresh, juicy burger is what makes In-N-Out a famous fast-food chain. In analyzing their business, we figured out, that they are really known for one thing. Experience and Focus. While other fast-food chains are struggling with the focus and do not want to give up promoting other service offerings, In-N-Out Burger is the area’s most experienced firm, by a long shot. In-N-Out Burgers current marketing strategy is a “focus” strategy, which creates better understanding and demand for the brand. That strategy separates In-N-Out Burger from all competitors fast-food chains and makes it irresistible. In-N-Out makes it burgers even more special through creating their own burger language by having a “secret” menu, double-doubles, x4s, animal style, and protein style.

b. Who are the global competitors to monitor?

Fierce competition in product, price, promotion and place at three levels

International: Competition among big players like McDonald & Burger King National: McDonalds is largest fast food chain, followed by Burger King and Wendy’s. Local: Competition among local players...
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