P1

P1
 A New Environment; A New Strategy
• In this exercise, you are required to help a
traditional hamburger store adapt to the new
market environment of more health-conscious
consumers.
 A New Environment; A New Strategy
• To help guide you, some market research data
has been presented.
• The issue here is to determine whether there
is still a viable traditional market
or
• whether the shop needs to adapt to the new
environment situation
• – you decide!
 A New Environment; A New Strategy
1. Which of the trends (survey responses) do
you consider to be the most significant for
the hamburger store?
 A New Environment; A New Strategy
2. On the basis of the answer 1: how would you
advise this shop to adapt to the market
expectations?
 A New Environment; A New Strategy
3. Do you foresee a long-term future for this
type of firm
or
4. do you predict that they will need to
significantly change their food offering?
5. That is, at this stage, do they need to change
at all?
6. Why/why not?
 The Marketing Mix
set of controllable, tactical marketing tools that a firm
blends to produce the reaction it wants in the target
market
1. product: variety, features, brand name, quality, design,
packaging, and services.
2. price: list price, discounts, allowances, payment period,
and credit terms.
3. place: distribution channels, coverage, logistics,
locations, transportation, assortments, and inventory.
4. promotion: advertising, sales promotion, public
relations, and personal selling.
 marketing mix issues….
1. what to make, when, how many, what brand;

2. what people are willing and able to pay – goods:

affordable; competitive; premium

3. how a product will be distributed; direct or indirect.

4. how to inform potential customers about the

product; all forms of media: print; online; outdoor;
television; radio; personal; sponsoring….