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Wilber Hardee opened his first outlet in Greenville, North Carolina in 1960.

Five months later


he had his first franchisee and over the years his burger chain has spread to become a favorite
throughout the Midwestern and Southeastern United States. Hardeeswas known for its
biscuits, but it all changed during the Revolution of 2003: Hardee's decided to widenits menu
and focus on their delicious 1/3-, 1/2- and 2/3-pound Thickburger line. It is the 4th largest fastfood chain worldwide.
Pakistan is the 14th country to host Hardees. In 2009 MDS,a subsidiary of Super Asia
Group, launched its first franchise in Lahore, at M.MAlam road. The franchise is famous for
its five star service, quality food and sunny environment. There are three major slogans of
Hardees

Pleasure Beyond Measure


Where the foods the star
Hardees. Come on Home

Hardees is known to be a trend setter with their marketing ideas. They follow few steps in
order to achieve their marketing idea. Firstly they come up with a starting point where they
anticipate the Pakistani QSR (Quick Service Restaurant) market after that, they come up with
their focus point where they decide and identify the needs of customers. After identifying
they decide the best mean to transfer this information to their customers and the end result
this whole marketing policy is satisfied customers and better profits.
Business portfolio
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Marketing situation
Macro environment
The major external and uncontrollable factors that influence an organization's decision making,
and affect its performance and strategies.
Political environment can have a major impact on the operations of Hardees. laws including
environmental regulations , consumer and employment laws can create a hurdle between hared
operation for example recently Punjab food authority sealed Hardees for providing expired
ketchup to its customers. This resulted in suspension of Hardees operations for a week and
also created bad image in front of it customers. In order to stay away from such circumstance
Hardees should always look for the government laws in certain industry
Technologic factors include machinery premises and other such things related to technology.
Hardess should be aware of the new technology in the industry to stay in business. They should
have a good rate of adoption and should update their machinery after every few years.
Cultural factors include all the perceptions, norms traditions of a society. Hardees should be
very careful with their marketing strategies and should respect the cultures of the society
Economical factors are linked with all the economic activities within a certain geographical
boundaries. Hardes should keep check on inflation and other such measure and should anticipate
these to control their effect onto the business.
Demographical based factor can also influence the operations of Hardees. The ratio of gender,
age and family size matter a lot while deciding the marketing strategies. By this Hardees can
decide its customer based pricing.
Micro environment
Micro environment factors, are factors close to a business that have a direct impact on its
business operations and success. Before deciding corporate strategy businesses should carry out
a full analysis of their micro environment.
Suppliers are different companies that provide raw material to the organizations. For Hardees
meat comes from Malaysia, brazil and middle east Asian countries, soft drinks are provided by
the Coca-Cola company and Nestea.
Intermediaries are the companies who acts as a mediator on a link between parties to
a business deal, investment decision, negotiation, etc. these may include the marketing agencies
that act as middle firm to promote Hardees to its customers
competitors are the organization that are providing same or substitute product to the same target
market. In case of Hardees Pakistan, McDonalds, subway, the food truck, burger king, KFC.

Hardees should be aware about its competitor policies so that they can come up with a
competitive policy.
Customers are the strength of any organization. Hardees should aim on customer based
strategies. Hardees should also consider adding to customers information by adding calories
fact on their menu.
A Public is any group of people that may have an real or potential interest in ... or an impact
on ... your business's ability to achieve its objectives. Media is type of a public that can be used
to promote its products like facebook.
Market segmentation
Market segmentation is a marketing strategy which involves dividing a broad target market
into subsets of consumers, businesses, or countries who have, or are perceived to have, common
needs, interests, and priorities, and then designing and implementing strategies to target them.
Hardees have divided it burgers into 4 different segments all four offer diifrent product for the
different consumer needs
KEYS
Burgers
Thick Burger

Charbroiled
Burger
Chicken &
other choices
Cool Kids
Combos

Geographica
l
Lahore,
Karachi &
Islamabad
Lahore,
Karachi &
Islamabad
Lahore,
Karachi &
Islamabad
Lahore,
Karachi &
Islamabad

Behavioral
Burger
enthusiastic

A+,A

13-32
M/F

Health conscious
Flavor cravers

A+,A/B+,B

11-32
M/F

Chicken& beef
Lovers

A+,A/B+,B

11-32
M/F

Cool kids
youngster

A+,A/B+,B

8-12
M/F

A+ UPPER CLASS
A UPPER MIDDLE CLASS
B+ MIDDLE CLASS
B MIDDLE LOWER CLASS
Market targeting

Psychgraphical Demographical

The segment, company wants to sell its products and services to, and to whom it directs
its marketing efforts. Identifying the target market is an essential step in the
development of a marketing plan
Hardees have targeted its market by offering differentiated product to its customers as
shown above thick burger is targeted for burger enthusiastic , charbroiled burgers id
target for health conscious customers and so on.
Brand positioning

Swot analysis

SS

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