Question

What other marketing lessons do you think the In & Out Burger example suggests?  Offer additional strategic recommendations that might be helpful?  What types of changes could occur in the marketplace that would affect I & Out Burgers s success?  How could they prepare for these changes?   

Answer 1

Once the basic marketing strategies which are common to the process have been explored what really makes the difference between successful campaigns and brands when there are infinite options available to the consumer in a segment as saturated as fast food, is the formulation of an exclusive and unique selling proposition to create differentiation from all other brands leading to value discrimination. In n out burgers achieves this competitive strategy successfully by creating a unique experience rather than trying to create a unique product in highly saturated hamburger market way to strategy would be close to impossible with extremely innovative variations and options already existing. marketing strategy consists of understanding what not to do in comparison with competitors rather than simply identifying what to do. Recognising the strength of competitors for example in product Innovation and design and variety which cannot be performed by a company requires them to exploit opportunities with another processes to create discrimination and uniqueness which will provide leadership. in and out burgers understood and exploited this to create it a unique experience by keeping the product and variety available within the type of burgers, the drinks and milkshake all minimised with minimal variations and some specifics which overall ensure the fast food experience is exactly fast as a signified by the name just in and out. The company remains true to its name of minimising the first servicing exceptionally quick and efficient with the company retaining its California appeal and the environment to create Nostalgia and uniqueness along with understanding the constantly changing needs of the consumer leading to to implementation of a hybrid drive through system during peak hours of lunch and dinner time. It is a clear indication of the company being attuned to the dynamic external environment and the importance of remaining customer centric within the segment to retain leadership and market share. Dry fruit process maintains the speed of service and delivery my allocating additional workers to take out orders to vehicles collect payment and also deliver food if required. Customer service polity is supreme and not compromise on. This has led to creation of brand value through word of mouth promotion from all its loyal customers who keep coming back and ensure that at some others also become fans of the brand along with them. This is further enhanced by the corporate social responsibility perspective the company and its by giving back to the community by helping abused neglected children. The company he has created a market share an exceptional competitive advantage which which provide the opportunity to exploit new markets with assured market share and which can graph from computers on the basis of two major business strategies it refuses to compromise on. These are exceptional quality and excellent customer service. The company maintains consistency in both these inherent strengths to protect the brand. The company has also utilised strategic location of of its restaurants with an extensive presence along the highways to exploit the benefit of its quick service which is an essential for the interstate Traveller. The company maintains focus on quality and customer service which has lead to its expansion and growth me extremely slow but much like the tortoise it has been steady and sure.

The major changes that could impact in and out burger success would be health consciousness within society requiring healthy options to be available within the the menu becoming mandatory. Major changes within the price of raw materials could greatly impact quality or profitability of the company. The business model is not difficult to imitate and the strategically advantageous locations which speed of service and quality can be imitated by competitors who made be able to to achieve even better service with application no latest technological advancement especially Global companies with economies of scale advantage. Social trends can lead to organisational change, or rather they should lead to organisational change as it is an important requirement for every organisation to be dynamic and transform itself to match the transformation in society which is a major constituent of its macro environment and represents the consumer who directly controls the progress and success of the organisation. Unless social Trends are analysed for impact on the product of the organisation and the required modifications implemented an organisation can Run itself into a critical situation due to the products not fulfilling the customer requirements and being rejected for the very reasons that they were earlier selected. Dynamism, transformation and the ability to adapt to change is a major requirement for every Organisation in the 21st century.The company is well aligned to dynamism within the external environment with adopting of change to facilitate transformation and transition to being a more competitive brand. In keeping with the strategy of a no frills menu the brand can and convert a couple of its offerings into healthy options with whole wheat bread and more vegetables and minimal fat and cheese for the health conscious. It can adopt environmental protection initiatives within all packaging by promoting recycling and exhibiting social sensitivity.