Premium Essay

Burger Machine Case Study

In: Business and Management

Submitted By jmadulin
Words 315
Pages 2
Burger

Strategic Marketing Management
Burger Machine

Co
Hortillas
Lazaro
Melgar
Sison
Vergara

Table of Contents 1. Executive Summary 2. Situational Analysis 3. Market Strategy 4. Financials 5. Controls

1.0 Executive Summary
Burger Machine is a local burger stall business that has been present in the Filipino market since 1980. They were the first to establish a 24/7 business idea and was named the “the burger that never sleeps”. Burger Machine currently ranks 4th in the Philippine Market with the most number of stalls with 804 stalls. Aside from their wide reach in the Philippine market, they are also known for the taste and quality of their food. Which the Filipinos look for – an opportunity for market growth.

Burger Machine aims to increase their sales by at least 20%. Burger Machine plans to achieve this by increasing some more its distribution channel and value-based pricing.

2.1 Market Summary
Burger Machine possesses good information about the market and knows what the market needs and wants. They were the first one to establish a 24/7 burger machine and was nicknamed as “the burger that never sleeps”. Even with the marketing strategy of the competitors like “buy one take one” they didn’t get into it because they believe that quality is what the market wants. Target Market * Burger Machine targets the mass markets of C, D, E of working class, with income class of below minimum to above minimum wage (P5,000 – P12,000) * Burger machine offers convenience to the people with its large number of outlets. * Burger machine offers affordability

2. Product Offerings
Burger Machine now offers several products: * They were first known for their hamburger and cheeseburger. * They now developed some new product, Longganisa Burger, Chili burger, Club burger, Double-patty burger, Triple-patty burger and…...

Similar Documents

Premium Essay

Burger Machine Case Study

...Burger Strategic Marketing Management Burger Machine Co Hortillas Lazaro Melgar Sison Vergara Table of Contents 1. Executive Summary 2. Situational Analysis 3. Market Strategy 4. Financials 5. Controls 1.0 Executive Summary Burger Machine is a local burger stall business that has been present in the Filipino market since 1980. They were the first to establish a 24/7 business idea and was named the “the burger that never sleeps”. Burger Machine currently ranks 4th in the Philippine Market with the most number of stalls with 804 stalls. Aside from their wide reach in the Philippine market, they are also known for the taste and quality of their food. Which the Filipinos look for – an opportunity for market growth. Burger Machine aims to increase their sales by at least 20%. Burger Machine plans to achieve this by increasing some more its distribution channel and value-based pricing. 2.1 Market Summary Burger Machine possesses good information about the market and knows what the market needs and wants. They were the first one to establish a 24/7 burger machine and was nicknamed as “the burger that never sleeps”. Even with the marketing strategy of the competitors like “buy one take one” they didn’t get into it because they believe that quality is what the market wants. Target Market * Burger Machine targets the mass markets of C, D, E of working class, with income class of below minimum to above minimum wage (P5,000 – P12...

Words: 2290 - Pages: 10

Premium Essay

Burger Machine

...INTRODUCTION Burger Machine Burger Machine Holdings Corporation, more commonly known as Burger Machine, is one of the notable fast food companies in the Philippines. It is a sub-company of the Gilmore Food Corporation. It was created in 1981 by Fe Esperanza S. Rodriguez and a sister who both planned to turn two old small buses into mobile stores, an idea they adapted from America. It was their fondness for hamburgers that inspired them to make a business that would serve for the masses. They all began with a capital of P40, 000 with nearly two dozen employees working continuously. This non-stop service earned Burger Machine the nickname of "the burger that never sleeps." Through the years, Burger Machine launched dozens of branches including stalls, usually they locate their stores on a gasoline stations. But during the Asian Financial Crisis of the 90's, the company saw more struggles and was forced to close down several branches and restaurants. Burger Machine is now back to its roots operation which is 24/7 burger stands for the masses. Due to the occurring fast paced lifestyle of many individuals, every activity requires to have an easy access for these busy individuals. They would always tend to find an easier way to do their tasks or to get what they need to do faster. This is why food stalls and burger stands, like Burger Machine, became in demand among the busy people. It is more convenient for their fast paced lifestyle and it serves them in a hassle free way...

Words: 356 - Pages: 2

Premium Essay

Burger Machine Case Study

...“Iba ang Dating ‘pag PSN ang Ka-bonding” A Marketing Plan for Pilipino Star Ngayon by The Mighty Five BSBA MM 4-5D September 2013 Executive Summary The Marketing Plan for the Pilipinio Star Ngayon targets the following improvement in key results areas; KRA | 2014 | 2013 | % Increase | Daily Sales (units) | 400,000 | 354958 | 13% | (Amount) | P2,880,000 | P2,555,698 | 13% | Market share in Mind(Ranking) | 1st | 3rd | 66.66% | The general thrust for next year will be the aggressive promotional activities. This is a campaign called ”Iba ang dating kapag Pilipino Star Ngayon ang Ka-Bonding”. This calls for the investment for promotions especially in Luzon. We will also focused one of our activity in CAMANAVA areas because it is one of the area with low sales. Since, according to the surveys, the Pilipino Star Ngayon has a low relevant percentages of name recall the activities will geared to promote the name of Pilipino Star Ngayon. In the first quarter, upon the opening of the campaign we will post a guerilla marketing posters called “ Pilipino Star Newsmoso ‘ to catch the awareness of the potential customers . For the second quarter, we will conduct the sales promotion contest entitled “ Pilipino #Selfie Ngayon” that will tap the high school and high school students. During the third quarter, we will conduct a combination of guerilla marketing and public relation that will greatly help the community of the flooded prone areas in......

Words: 2117 - Pages: 9

Premium Essay

Burger Machine Case Study

...to the venture. Market research provides relevant data to help solve marketing challenges that a business will most likely face--an integral part of the business planning process. In fact, strategies such as market segmentation (identifying specific groups within a market) and product differentiation (creating an identity for a product or service that separates it from those of the competitors) are impossible to develop without market research. Market research involves two types of data: Primary information. This is research you compile yourself or hire someone to gather for you. Secondary information. This type of research is already compiled and organized for you. Examples of secondary information include reports and studies by government agencies, trade associations or other businesses within your industry. Most of the research you gather will most likely be secondary. When conducting primary research, you can gather two basic types of information: exploratory or specific. Exploratory research is open-ended, helps you define a specific problem, and usually involves detailed, unstructured interviews in which lengthy answers are solicited from a small group of respondents. Specific research, on the other hand, is precise in scope and is used to solve a problem that exploratory research has identified. Interviews are structured and formal in approach. Of the two, specific research is the more expensive. When conducting primary research using your own......

Words: 802 - Pages: 4

Premium Essay

Burger Machine Case Study

...HIRING PROCESS * Create a Hiring Checklist – the management will create a checklist with the qualities that the employee must possess. Also list the steps that the business plan to take in the hiring process to serve as a guide as they begin the search. * Write a Job Description - Once the management knows the type of candidate they’re looking for, they can post a job description. This means they must first write the job description, which will be useful in attracting qualified and interested candidates. This job description can help them make job expectations clear and when it comes time to train their new employee. * Advertise the job opening – The management will post the job opening near the business site so it is not expensive for them. They will list down the positions available and the responsibilities that are tied with each. * Conduct Interviews - Once they receive resumes from interested job candidates, they may begin to conduct interviews. This step in the process varies based on the number of candidates they want to consider.  If only a few people apply for the job opening, individual interviews may be best. If hundreds apply, they can save time by conducting brief phone interviews before moving to individual interviews with the best candidates, and then second interviews with your top choices. The interview will be held at the location of the business. * Have a Physical Examination – The chosen employees will undergo in a physical......

Words: 384 - Pages: 2

Premium Essay

Burger Machine

...Burger Machine Relevant information on the product, the market, and the competition: COMPANY PROFILE In 1981, Ms. Fe Esperanza S. Rodriguez and her sister came up with an idea of converting mini buses into selling vans patterned after mobile food vans in the United States. Her family’s liking of burgers gave her the idea of conceptualizing a unique way of serving burger sandwiches to people in the most economic, fast, & convenient way. On January 11, 1981, two van type outlets were opened in the Rodriguez gasoline stations located along Aurora Blvd. and EDSA corner Julia Vargas. Burger Machine started with an initial capital of P40, 000 and with 20 people working in shifts for 24 hours daily. Burger Machine’s schedules mark the company as “ the burger that never sleeps.”  In 1982, its third outlet opened. The business was an instant hit. The owners attributed it to the restaurant-quality food at street-level prices and the popularity of hamburgers to Filipinos. It was Burger Machine who introduced the first “cheesedogs.” It started when a regular customer ordered a slice of cheese to his order of regular hotdog. Likewise in 1981, the familiar dwarf you see in every Burger Machine van was introduced to the public. It was only in 1988 when he was finally given a name in a contest, BURGER BART. In 1990, the Corporate Office in EDSA started and was called EDSA Business Unit. It was also in this year when the Food and Nutrition Research Institute of the......

Words: 1263 - Pages: 6

Premium Essay

Burger Machine

...Burger Machine Relevant information on the product, the market, and the competition: COMPANY PROFILE In 1981, Ms. Fe Esperanza S. Rodriguez and her sister came up with an idea of converting mini buses into selling vans patterned after mobile food vans in the United States. Her family’s liking of burgers gave her the idea of conceptualizing a unique way of serving burger sandwiches to people in the most economic, fast, & convenient way. On January 11, 1981, two van type outlets were opened in the Rodriguez gasoline stations located along Aurora Blvd. and EDSA corner Julia Vargas. Burger Machine started with an initial capital of P40, 000 and with 20 people working in shifts for 24 hours daily. Burger Machine’s schedules mark the company as “ the burger that never sleeps.”  In 1982, its third outlet opened. The business was an instant hit. The owners attributed it to the restaurant-quality food at street-level prices and the popularity of hamburgers to Filipinos. It was Burger Machine who introduced the first “cheesedogs.” It started when a regular customer ordered a slice of cheese to his order of regular hotdog. Likewise in 1981, the familiar dwarf you see in every Burger Machine van was introduced to the public. It was only in 1988 when he was finally given a name in a contest, BURGER BART. In 1990, the Corporate Office in EDSA started and was called EDSA Business Unit. It was also in this year when the Food and Nutrition Research Institute of the......

Words: 1262 - Pages: 6

Premium Essay

Burger Machine

...Burger Machine Case Study In: Business and Management Burger Machine Case Study HIRING PROCESS   * Create a Hiring Checklist – the management will create a checklist with the qualities that the employee must possess. Also list the steps that the business plan to take in the hiring process to serve as a guide as they begin the search.   * Write a Job Description - Once the management knows the type of candidate they’re looking for, they can post a job description. This means they must first write the job description, which will be useful in attracting qualified and interested candidates. This job description can help them make job expectations clear and when it comes time to train their new employee.   * Advertise the job opening – The management will post the job opening near the business site so it is not expensive for them. They will list down the positions available and the responsibilities that are tied with each.   * Conduct Interviews - Once they receive resumes from interested job candidates, they may begin to conduct interviews. This step in the process varies based on the number of candidates they want to consider.  If only a few people apply for the job opening, individual interviews may be best. If hundreds apply, they can save time by conducting brief phone interviews before moving to individual interviews with the best candidates, and then second interviews with your top choices. The interview will be held at the location of the business.   * Have a......

Words: 964 - Pages: 4

Premium Essay

Burger Machine Case Study

... |33,252.24 |392,716.31 | |T O T A L |910,361.63 |1,328,611.45 |295,768.06 |2,534,741.14 | Source: Bureau of Agricultural Statistics/PCA Demand: The country is top exporter of coconut products accounting about 59% share of the world’s coconut exports and second top producer of coconuts. Our biggest market for crude coconut oil are Netherlands, Spain and United States. For cochin oil, Europe, USA and Japan are our biggest importers. It is also Japan and Europe as our main importer of RBD coco oil. Apart from Europe and the US, other importers of crude coconut oil were Taiwan , Singapore, Hongkong, and Russia. In the case of RBD oil, apart from Japan which was the top destination, other buyers included United Arab Emirates, Bulgaria, Singapore, Iran, China), Russia, Azerbaijan, Israel, Bangladesh Pakistan, Australia and New Zealand .         Export of desiccated coconut went to 38 countries with US as market leader, trailed by United Kingdom , and the Netherlands. Substantial volume likewise went to France , Russia, and Belgium. Other significant importers are : Australia, Ireland, Korea, Singapore, Germany, Sweden, Taiwan, Hongkong, Brazil, China.         Japan was the leading destination for coconut shell products exports from the Philippines. An almost exclusive market for coco shell charcoal, is Japan which gets the bulk of the total......

Words: 1780 - Pages: 8

Premium Essay

Burger King Case Study

...Burger King: Promoting a Food Fight What are Burger King’s communication objectives for its target audience? Burger King’s CEO Brad Blum said that he wanted to develop “ground-breaking, next level, results-oriented, and innovative advertising that strongly connects without our core customers.” In response to declining market share to McDonalds and Wendy’s, BK needed a different direction in how it communicates with their customers. They chose an ad agency that can help them to generate buzz via unorthodox methods that their main target audience of younger males can connect with. They were able to reach their objectives. With its focus on the “super fan,” does BK risk alienating other customers? What are the implications of this? There is always risk of alienating customers when you do not focus your communications methods to specifically target them. However, in 2003 BK found itself in a situation where they were alienating their main customers by not focusing on them, the “super fan.” Since the “super fan” accounts for more than fifty percent of total sales, it made a lot of sense for BK to attempt to get back into good standing with this segment of the population. People tend to visit restaurants in groups and BK knows this. Therefore, by attracting their biggest fans back to the stores they are in turn also attracting their family and friends whom they share a meal with. By focusing on a more targeted audience to......

Words: 784 - Pages: 4

Free Essay

Burger King Case Study Marketing

...their marketing promotions and advertising to them. First Crispin targeted the mainstream media commercial ads through the comedy series The Office; to communicate the massage that each customer could have a custom made burger. Then Crispin used another promotional mix tool which is Public Relations through creating a website and sponsoring it to promote their BK Tendercrisp. Crispin next target market ere young men, to promote their new BK product the promotion was based on a band called Coq Roq. 2- BK have their focus on their main target market which is young men which is the correct target market for Burger king as it they are the most profitable customers. However BK is risking losing other customers. 3- the viral and buzz marketing is very effective because it is very cost efficient and because the message will be communicated through the customers themselves. The Superservient Chicken website was a very efficient and didn’t cost much and it had spread awareness and knowledge. Their massage got delivered through mass media, the Internet and word of mouth where customers promote the product to each other. The massage also communicated that the man does everything he is told by typing in a text box and so does BK when customizing the burger it does it however the customer wants. The website was fun and people responded to the massage very effectively and it got viral very quickly....

Words: 301 - Pages: 2

Premium Essay

Burger Machine

...1.0 Executive Summary Burger Machine is a local burger stall business that has been present in the Filipino market since 1980. They were the first to establish a 24/7 business idea and was named the “the burger that never sleeps”. Burger Machine currently ranks 4th in the Philippine Market with the most number of stalls with 804 stalls. Aside from their wide reach in the Philippine market, they are also known for the taste and quality of their food. Which the Filipinos look for – an opportunity for market growth. Burger Machine aims to increase their sales by at least 20%. Burger Machine plans to achieve this by increasing some more its distribution channel and value-based pricing. 2.1 Market Summary Burger Machine possesses good information about the market and knows what the market needs and wants. They were the first one to establish a 24/7 burger machine and was nicknamed as “the burger that never sleeps”. Even with the marketing strategy of the competitors like “buy one take one” they didn’t get into it because they believe that quality is what the market wants. Target Market * Burger Machine targets the mass markets of C, D, E of working class, with income class of below minimum to above minimum wage (P5,000 – P12,000) * Burger machine offers convenience to the people with its large number of outlets. * Burger machine offers affordability 2. Product Offerings Burger Machine now offers several products: * They were first known for their......

Words: 285 - Pages: 2

Free Essay

Burger Machine

...Maria Cristina C. Rasing MGT. 45- 401Y BURGER MACHINE It was created in 1981 by Fe Esperanza S. Rodriguez and a sister who both planned to turn two old small buses into mobile stores, an idea they adapted from America. It was their fondness for hamburgers that inspired them to make a business that would serve for the masses. The stores were then opened near two gas stations in Quezon City. They all began with a capital of P40,000 with nearly two dozen employees working continuously. This non-stop service earned Burger Machine the nickname of "the burger that never sleeps." CHOOKS-TO-GO Chooks-to-Go is a chain of stores owned by Bounty Agro Ventures, Inc. (BAVI), a privately owned company operating in the Philippines. It offers roast chicken and processed meats for off-premise consumption, and is the largest roasted chicken retail business in the country. ANDOKS ANDOKS started as a sole proprietorship on December 8, 1985. It became a private limited corporation registered under the Securities and Exchange Commission on February 12, 1990. ANDOKS provides its customers with the best quality roasted chicken. Among the competition, ANDOKS command a premium price for its roasted chicken, since it already has established good brand recognition and a reputation for high quality. Soon, it diversified its products to sell beer and an assortment of beverages, rice, and sugar, among many other......

Words: 302 - Pages: 2

Premium Essay

Pinnacle Machine Tool Case Study

...or two of his senior management team unhappy. • The question at hand was whether Pinnacle Co., the small, publicly held Indiana-based machine tool company he led as CEO, should attempt to acquire Hoilman Inc. Hoilman was a company known for the cutting-edge sensor technology and communications software it had developed to monitor robotics equipment. Anglos had just heard a credible rumour that one of Pinnacle’s chief competitors was planning a hostile takeover of the company. Coincidentally, Don Anglos knew Hoilman well because he had recently held exploratory talks about the possibility of a joint venture designed to develop similar technology capable of monitoring a broad range of manufacturing equipment. The joint venture did not work out. But now, by acquiring Hoilman, Pinnacle could develop software that transmitted real-time information on its customers’ equipment, enabling it to set itself apart by providing top-notch service far more sophisticated than its current standard maintenance and service contracts. • Don, a hard-charging 48-year-old, firmly believed that bigger was better. It was a premise that had served his Greek immigrant father well as he built a multi-million-dollar business from nothing by acquiring one commercial laundry after another. The CEO had to admit, though, that getting bigger in the machine tool industry, currently a slow-growing sector facing increasing competition from low-priced foreign manufacturers, was going to be......

Words: 713 - Pages: 3

Premium Essay

Burger Machine Case Analysis

...business’s goals. The following three-step method is designed to help you determine whether or not you are ready to hire: * 1. Identify Business Strategy and Needs * 2. Conduct a Job Analysis and Write a Job Description * 3. Determine the Feasibility of Hiring If you decide that you need additional employees to fulfill your business strategy, it is recommended that you conduct a four-step job analysis: 1. Review your current workforce. 2. Identify any skills and knowledge gaps. 3. Write a Job Description 4. Set an Appropriate Salary * Stage 1- CV Submission * Stage 2- Application Submission by shortlisted candidates * Stage 3- First Level Interviews * Stage 4- Case Study Based Group Discussions (Business Specific) * Stage 5- Final Interview Headhunting (also known as Executive Search) This is the most pro-active method of recruitment; this approach targets the very best candidates, who are usually happy in their current positions and therefore do not read job advertisements. Candidates who are approached using this method need to be sold the position on offer but it also has to be the right career move for them. Naturally, the positions offered to potential candidates need to be of the highest caliber, and the overall process needs to reflect the utmost confidentiality of all parties. HEADHUNTING PROCESS STEPS: * Information Gathering – Defining the recruitment......

Words: 762 - Pages: 4