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Strategic Marketing Plan

Strategic Marketing Plan

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Published by Sarina Ismael
The Strategic Marketing Plan for Carl's Jr. showcases the work I have done for a core Marketing class at UCR. The plan focuses on the Six Dollar Burger and includes statistics of competitors, and recommendations accompanied by projections for future increase in revenue. The Plan is very detail oriented and incorporates all aspects of marketing through various channels.
The Strategic Marketing Plan for Carl's Jr. showcases the work I have done for a core Marketing class at UCR. The plan focuses on the Six Dollar Burger and includes statistics of competitors, and recommendations accompanied by projections for future increase in revenue. The Plan is very detail oriented and incorporates all aspects of marketing through various channels.

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Published by: Sarina Ismael on Aug 28, 2012
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06/20/2015

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Strategic Marketing Plan
 
Strategic MarketingPlan
Carl Karcher Enterprises, Inc. (CKE)
Fall2011
 
Sarina El
 Carl Karcher Enterprises, Inc.
Fall 2011
 
 
Strategic Marketing Plan
Table of Contents
Executive Summary Page 1Current Marketing Situation Page 2Figure A1.1 Financial Standing 5yr Term Page 3Market Description Page 4Potential Market Segment Page 4Product Review Page 6Figure A1.2 Customer Need & Our Solutions Page 7Competitive Review Page 8
McDonald’s “Angus Third Pounder”
 Financial Overview and Nutritional FactsPage 8
Burger King’s “XT Burger”
 Financial Overview and Nutritional FactsPage 9
Jack in the Box’s “Sirloin Cheeseburger”
 Financial Overview and Nutritional FactsPage 10Channels and Logistics Page 11Chart of Corporate Owned Restaurants vs.Franchise and Licensed RestaurantsPage 11Franchise Information Overview Page 12Franchise Information: Training and Support Page 12SWOT Analysis Page 13Strengths Page 13Weaknesses Page 14Opportunities Page 15Threats Page 15Objectives and Issues Page 171
st 
Year Objectives Page 172
nd
Year Objectives Page 17Issues Page 17Marketing Strategy Page 18Position Page 18Product Page 18Price Page 18Distribution Page 18Figure A1.3 Shows Domestic Map of all CKERestaurants (USA)Page 19Marketing Communication Strategy Page 20Promotion Mix Page 20Advertising Page 20Personal Selling Page 20Sales Promotion Page 20Public Relations Page 20Direct Marketing Page 21Market Research Page 21Market Organization Page 22Action Programs Page 23Research Page 23Test Page 23Improve Page 23Budgets Page 24Controls Page 24
 
 
Strategic Marketing Plan
I.
 
Executive Summary
Carl Karcher Enterprises, Inc. (CKE) Restaurants is a California basedholding company that operates through franchises and licenses for
Carl’s Jr., Hardee’s, Green Burrito, and Red Burrito concepts
(CKE,2011). A feature product for Carl
’s Jr. and Hardee’s, the Six Dollar
Burger was and still is the pioneer of premium Black Angus burgers inthe Quick Service Restaurant industry. Following the introduction of the Six Dollar Burger in 2001, many other fast food chains emulatedthe concept;
competitors include McDonald’s, Burger King, Jack in theBox, and Wendy’s.The launch of CKE’s Six Dollar Burger into a mature market received
positive reviews, which resulted in the introduction of a full line of Six
Dollar Burgers featuring different variations of the “Original” such as
Hawaiian Teriyaki, Guacamole, Portobello Swiss, etc. Our premiumSignature Six Dollar Burger line offers a competitively uniquecombination of top quality ingredients and convenience at a value-added price. We are targeting nonspecific segments in the consumermarket, taking advantage of the opportunities indicated by higherdemand for better-quality and higher-priced offerings in the QSR
1
 industry (Hoyland, 2009).The primary financial objective in the next year is to increase blendedsales by an additional 2.3%, comparable to the increase in fourthquarter sales of fiscal 2011 (CKE Restaurants, Inc., 2011).Furthermore,
“for the fiscal 2012, the Company expects capitalexpenditures to be between $60.0 million and $70.0 million”
(CKERestaurants, Inc., 2011).
1
QSR is an acronym for Quick Service Restaurants.

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