METHODS IN

BUSINESS RESEARCH
An analysis of MR. BURGER'S MARKETING
OPPORTUNITIES with respect to the rapidlygrowing fast food industry in Pakistan.

Afeef naveed
Yousuf Amin
Talha Ali
Ahmed saeed gul

Background of the Industry

The fast-food industry is now very popular in Pakistan
Major brands: McDonalds, KFC, Hardees, Burger King, Pizza Hut, Subway.
Regional and local chains have developed around the main cities of Pakistan

(for example Jan Broast in Karachi) to compete with international chains.

Introduction of multinational food franchises in Pakistan began in the 1990s.
In the beginning thee chains only catered to high income segment.
But in the current scenario this industry has evolved remarkably since these

restaurants now offer promotions at various hours of the day and on different
products that caters middle-class as well as low-income class individuals.

Background of the Company

The Company was incorporated in 1981 under the name and style of Fast

Food Industries (PVT) Limited running the fast food restaurants under the
banner of Mr. Burger.
First outlet of Mr. Burger was set up at Rizvia Society Nazimanbad in 1981

Mr. Burger has opened branches at Tariq Road, Boat Basin, Bahadurabad

and North Nazimabad. Over the years

Mr. Burger uses the high quality of 100% Pakistani Beef, to ensure the best

quality in manufacturing beef patty.

The bakery unit is set up to supply all required bread items in use, such as

buns, brownies, donuts etc to maintain its recipe and quality.

Problem Statement
Its position has badly been hampered with the entry of international chains.
Mr. Burger has steadily started losing its customers to these new competitors.
All this has led to lost profits and a much reduced market share.

The re-designing of its marketing strategy and repositioning the once-popular

brand, Mr. Burger will be in a position to regain its customer base and elevate
its market share

Research methodology
Secondary RESEARCH
Online articles
the factors which play a prominent role in a consumers decision to visit a

particular fast-food franchise

how marketing impacts the growth/prosperity of a particular fast food
business.

Primary RESEARCH
Surveys/Questionnaires
One to One Interview
Personal visit to Mr Burger
Focus Group Interviews

Sampling Methodology
Focus on participants belonging to Socio-Economic Classes A, B and C.
The participants of the research will be in the age bracket of 16-30 years
Due to various constraints we have limited our sample size to 100.

The sample consisted of Students from IBA, IVS, IOBM and SZABIST.
The sampling techniques our group adopted were
Convenience Sampling

Judgmental Sampling

Data Analysis
The age group which we chose mostly consisted of age 17-

30(85%).

When asked about the optimal price for burger, many of them

were in favor of Rs 250-500(60%).

 Most of the people had visited Mr Burger when we asked

them(72%) and many of them rated their experience 7

(30%).

Quality of the food(7.14) was the foremost problem

identified in consumer survey.

Data Analysis
HOW OFTEN DO YOU
CONSUME FAST FOOD?
Frequency of Consumption

WHAT DO YOU THINK IS THE

MOST EFFECTIVE WAY FOR
MR. BURGER TO
COMMUNICATE
PROMOTIONS AND NEW
OFFERINGS WITH YOU?
8% 2%

Social Networking
Billboards

15%
55%
20%

42

12

18

Television
Commercials
Magazines

28
Newspaper

Once a MonthTwice a Week Once a Week

More than
Twice a Week

WHICH OF THE FOLLOWING FACTORS IS

MOST IMPORTANT FOR YOU WHEN IT
COMES TO FAST FOOD?
45
40
35
30
25

45

20
15
10

20
13

12

10

0
Convenience

The Experience Value for Money

Personal
Preference

Brand Name

Limitations
Age group variable was controlled in our research

Small sample size

Non probability sampling:

Convenience sampling
Limited time of study
Bias in our approach- limited scope of
research/analysis
Can not be generalised or considered completely
reliable

Recommendations/Conclusion
Product

Increase the variety and number of options available to

costumers.
2. Introduce new desserts
3. Introduce special meals for the health conscious
segment.
4. Improve on quality control

Introduce open window kitchen concept

Quality control certification

1.

 Price

Apply value based pricing, good value pricing and

competitive pricing.
On a competetive scale the price of most of the items
should lie between Rs250-Rs500.
Value based pricing could be applied to the special mealsto highlight the effort put in making that.
Good value pricing could also be applied to cover the
SEC B and C segments
The success of vegie burger of Mc Donalds encourages
this concept

 Place
Increase the number of outlets to make Mr Burger more

accessible to its audience

Introduce a delivery system , they can also partner with food
delivery services such as Food Panda.
They will have to improve on the hygiene conditions of their
outlets.
They will have to consider other feel good factors in their
outlets:
Light, music etc
Give free wifi services
Play place for kids
They should introduce drive thru system

Promotion
They should make a social media department.
It should get endorsement from some celebrity Buzz
marketing
It should do aggressive marketing on billboards ,TV and Home
express to come in direct competetion with KFC Subway and
Mc Donalds.
They can have special memberships for customers to give
special preference:
Discounts
Fast track facility
They can conduct CSR activities to improve on their image

Conclusion
The results of our research prove our hypothesis correct

Further research needs to be done on:

Consumer buying behaviour
Economic and financial factors