CASE STUDY: QUICK BITE

a) Branding is creating a connection with the consumers that will make them
unconciously or conciously choose to consume your brand and not the concurence
products and/or services.
(se puede poner los advantages de tener una buena brand image y eso)

b) (i) The Ansoff matrix analystic tool is a toll used to compare the product of your
company and the market they operate or want to operate in. There are four major
growing strategies in regarding Ansoff Matrix: market penetration, market
development, product development and diversification strategy.
In this case, Quick Bite, between 2012 and 2017, was aplaying the market development
strategy. This growth strategy is medium risk and happens when a company is
operating in a new market with the same product. Quick Bite, in that time, started
opening restaurants worldwide and, probably, in countries and markets new to them.
At the moment, Quick Bite is aplaying the diversification strategy. This strategy is high
risk and it should be the last option for a company, it happens when a company
operates in a new market with a new prodcut. In response to the growth in popularity
on the trend of healthier food, the company is proposing the introduction of a new
product in their product portofolio. If they start selling healthier prodcuts, they are
starting to operate in a new market, the healthy food market.

(ii) The Boston Consulting Group matrix is an analystic tool used to analyse the product
portofolio of a business in relation with market growth and market share.

STARS QUESTION MARKS

HIGH

CASH COWS DOGS

LOW - Burger rolls - Chicken roll

- Fried potatoes - Cheese and tomato pizza
- Toasted cheese sandwich

HIGH LOW

c) The seven P’s of the marketing mix is central to marketing planning in orden to ensure
the successful marketing of a product is defining marketing mix strategies. The
marketing mix includes defining strategies over 7 key elements: product, price,
promotion, place, people, process and physical evidence.
As Quick Bite is a fast food restaurant, i would recommend offering some kind of vegan
Burger or a Burger done with healthy and non ultra-processed ingredientes. This would
be the product i would offer if i was managing this company, it would satisfy consumers
needs and wants, which are increasing the popularity of healthy food. The price they
should charge for this new product is a low price, as if it was a normal hamburger. But,
they should add some minimal extra costs due to the fact that it is done using vegan an
more healthy and expensive ingredients.
The promotion of this new hamburger will be done mainly in social media, this is due
to the fact that the people who are more interested in eating healthy food are young
people and they are the main users of social medias. The promotion of the product will
focus on highlighting its USP which could be the fact that it is the only healthy Burger
that is produced and sold as fast as a normal Burger. Regarding place, the product
would be sold on the actual restaurants of the company and in future restaurants, if
Quick Bite decides to expand. It could also be distribuited by online ordering and it
could be destribuited by the companys own distribution company, which they would
have to invest and create, or by independent companies such as glovo or uber eats.
And last, the delivery process, the ingredients may come from different distribuitors of
healthy food, meaning that porbably the bread, the meat, the vegetables and the
sauces will come from differents sources of delivery. This delivery process should be
done in a sustainable way cosnidering that the main product that their are going to sell
is based on being ecological.
In conclusion,