In-n- out burger company research
It is one the longest surviving family business in the United States that has maintained its status despite the changing business environment across the globe (“The history of In-N-Out Burger, 2018”). The company came into the limelight because of the made-to-order that it sells in all its outlets. Besides, it was established to fill the gap left by the restaurant that sold fast food at a high cost and those that sells at a low cost. They wanted to meet the needs of the customers who wish to get good quality food but a price that is friendly and affordable by many. The company offers low-end food that customers can buy and carry as well as a complete meal that customers sit as they make them from scratch in conformity to their needs.
The company has not invested more in making the product line; however, its strength comes from the use of social media to increase interaction with the customers. The increased efforts for interaction between the company and the customer continuously increase awareness in new customer markets. Therefore, making the customers a part of a business has worked effectively for the company and it has ensured its survival and growth. Target market The company’s services majorly target the people that seek service from the food outlets due to their busy schedule or even those who are seeking convenience. The quick service comprises both the sit-down part of the restaurant and the take away whereby the customers walk to buy their food then it packed for them instead of eating from the restaurant (Davari and Strutton, 2014).
It has small products line that only includes a few items on the menu 6that are made by using secret recipes that make the products unique from what the competitors are offering. The menu of the restaurant includes three kinds of burgers; cheeseburgers, hamburger, and double-burger. Even though the burgers are the main products that have put it on the limelight, the company has gone ahead to sell these burgers alongside other food items. For instance, milkshakes, French fries, malts, fountain drinks, and even fresh hand fires. Notably, all the products get prepared by the use of fresh ingredients and that are wholesome; this has to build customers ‘trust into the company and loyalty for quite some time. It also sponsors key events like Christmas season voice-overs for the music enthusiast.
The company's customer base comprises of customers who are satisfied with the products quality, customer service and the pricing g hence they help to promote the company by creating more awareness by use of word of mouth. Environmental variables Technological/competitive Notably, the company has embraced the use of technology fully as a way of staying competitive and penetrating the market further. The level of access that people have to technology is now high unlike in the past. People are now able to access gadgets like mobile phones, computers, and tablets that enable them to access the internet (Dzhandzhugazova, 2016). Furthermore, legal factors like the employment laws, data protection laws, health and safety laws, legal property protection and environmental laws have provided a good environment that has provided a conducive environment of the company.
The safe, protected and monitored legal environment has been beneficial for the growth of the company as well as the employees' hence increasing satisfaction and the workforce. Economic Aspects of the economy such as income levels of the people, interest rates, inflation, and labour condition keep changing continually. When these economic factors change positively, they make the business environment better for the company, but when they change negatively, the company is likely to experience losses, low sales and the high cost of inputs. However, most of these factors are controlled by the government through fiscal and monetary policies. This has resulted through market promotions that increase customer awareness; however, the strength comes from the customers who promote the customers who sell the company through word of mouth.
In essence, a satisfied customer is more likely to tell a friend hence creating awareness for the products which swells the customer base Weakness The company has fewer branches across the United States, unlike the bigger food chains which adversely affects how it competes with these firms. It also implies that even if the company creates more awareness through social media and other promotional activities, the customers may be less willing to adopt the products since it far from their locality (Royle, 2014). Many customers seeking fast food prefer joint that are near to them to reduce the time, and money spends when looking for food. Furthermore, the simple menu is in itself a weakness; some customers may be looking for diversity when they go out for dinner or lunch.
The prices of inputs have consistently increased; hence it is becoming difficult for the company to maintain the prices low and also provide quality food. Product life cycle and effect to the marketing mix The company has been in the market for over 70 years since it was established. Its age-old products have undergone most of the initial stages of the products life cycle; they are almost completing the cycle (Lehr, 2015). Currently, the products have reached the maturity stage; a stage that also affects the marketing mix significantly. The company is investing in efforts to build loyalty and trust from customers through incentives and promotions that attract new ones and retain the existing. , Brennan, R. , Kotler, P. , & Armstrong, G. Marketing: An Introduction (No.
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