Marketing Strategy Of Zie Burgers

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Introduction
An attempt has been made in this particular report to gain a practical understanding of the ways in which the dynamics of the UK market, the business environment, consumer trends and behavioural attitudes along with a company’s own potentials which will have an effect on its endeavour to develop as well as deliver beneficial consumer schemes.
New York Fries, a comparatively new fast food company attempts to establish itself in UK and target the UK market in order to start its new project, thereby introducing a new market offering, which it has planned to name-Zinga Burger (a burger with a spicy chicken slice). Hence, this particular report is structured in such a way that it first offers a macro environmental analysis of the UK Food Industry, where the new fast food company aims to introduce its new offering. Then it moves on to trace the marketing strategy that can be adopted in the UK fast food business scenario. Having done the analysis, a critical evaluation is presented which justifies the choice of strategies that has been made for the upcoming company with its new venture. Eventually a list of specific recommendations is laid down in context to the market offering.
Background of the company
Working mainly in Canada, United Arab and Hong Kong and having a considerable amount of customer base; New York Fries stands out to be one of the emerging fast food restaurants in Canada, which now has gained grounds in few other countries (http://www.newyorkfries.com, 2014). In accordance to the reports, it has been quite famous among the Canadians because of which it aims to increase its brand name and popularity in other markets also. Beginning the company as a restaurant that sold only hot dogs and French fries, it ha...

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...ion
At the end of the report, thus it has been learnt that although New York Fries is not that big a company like KFC or McDonalds, yet it does have a scope of establishing its product in the UK market provided the above mentioned strategies and recommendations are being stressed. The sole point which New York Fries’ managerial department need to focus on is that there are people who are ready to spend on new products provided they are being influenced and satisfied in a strategic and appropriate way. Attractive and tasty fast food products have always been a topic of interest for people, especially if the products are also health oriented. Hence if Zinga Burger, which New York Fries aims to launch in the UK market, concentrates on the recommendations which are suggested and the demands of the customers in due course of time it too can gain popularity gradually.

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