The paper “ Hungry Jack’ s Mission and Vision, Positioning Strategy, SWOT analysis, Allocation of the Company’ s Resources, Creating a Health Conscious Business" is a fascinating example of a case study on marketing. Hungry Jack’ s is an Australian franchise of the Burger King Corporation and has been operating in Australia since 1971. The first Hungry Jack’ s store opened in Perth and the initial success led to rapid expansion in the following years. Within a decade, Hungry Jack’ s had grown into more than 20 stores in three states. Through franchises and acquisitions, Hungry Jack’ s expanded further in the 1990s and today, Hungry Jack’ s stores can be found in all Australian states and territories with over 340 locations.
Currently, Hungry Jack’ s is a well-established brand in the quick-service restaurant industry throughout Australia. This has been necessitated through the clear and consistent delivery of its corporate promises. It is a strong competitor of established global brands such as McDonald's and continues to have a promising future in the Australian market. Mission and Vision Statement AnalysisHungry Jack’ s mission is to provide high-quality consumables at affordable prices. This mission is aimed at enhancing corporate growth, profitability and the ability to effectively compete for the future.
This broad mission statement is clearly defined by the company’ s values which reflect what customers can expect when they walk into any of Hungry Jack’ s restaurants. The company’ s vision is to become a leading fast food restaurant in Australia. This will ultimately give the company the capacity to enter foreign markets and compete with established multinational companies. The company has implemented a nationwide strategy that is designed to create consistency and excellence in customer service experience in all its restaurants.
The key facets of that experience are people, price, promotion, place, and products. In its core values, the company places its customers at the heart of what it does by operating its business ethically. It strives to improve quality performance and believes in giving back to the community. Strict observance of these core values has made Hungry Jack’ s a key player in Australia’ s fast food industry. Hungry Jack’ s Market Positioning StrategyMarket positioning refers to the strategic process of creating a unique corporate image in the minds of customers.
Through this image, customers get to understand that a particular product brand is unique and different from other brands (Kotler, 2012). Hungry Jack’ s positioning strategy is based on the long term objective of maintaining a strong grip on the market. To this end, the company has developed four different product positioning strategies. These strategies are demographics strategy; multi-brand strategy; partnering with competitors and the differentiation strategy. The company has strategically segmented its market according to the demographic, psychographic and behavioral characteristics of its customers. As a matter of fact, Hungry Jack’ s restaurants stock different food products for young children, teenagers, and the family.
Currently, it is in the process of segmenting breakfast offers according to customer characteristics. The main reason for segmenting the market is to make it easier to address the varying needs of customers (Kotler & Armstrong, 2012). Through psychographic segmentation, Hungry Jack’ s offers different food products for different groups of people based on lifestyle and convenience. The company offers special menus for vegetarians and other special customer groups. In order to attract more customers, Hungry Jack’ s continuously introduces new and modified food products with the low cholesterol content.
Because of the high competition in the Australian fast food industry, the company pursues product differentiation as a core positioning strategy. Through this strategy, Hungry Jack aims to depict its products as unique, high quality and superior to those of its competitors. Alongside the differentiation strategy, Hungry Jack’ s aims to increase its market share through a penetration pricing technique. This technique involves introducing a product that sells at a lower price than the competitors’ . The strategy will certainly lead to increased sales revenue and an expanded customer base (Kotler & Trias, 2003).