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Tropical Hut

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Arwin Carreon

on 21 October 2012

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Transcript of Tropical Hut

Competitors McDonald's •First came here in the Philippines at 1981
•Offers Burgers, Fries, Sodas and Chicken Meals, etc.
•Considered as top producer of burger in the Philippines Jollibee •Entered the market at 1978
•Offers Burgers, Fries, Soda, Ice Cream and Chicken Meals, etc
•The largest fast food restaurant in the Philippines Burger King •Opened their first branch during 1997
•Offers Burgers, Fries and Milkshakes
•Renowned in producing variety of flame-grilled burgers in the market STRENGTHS WEAKNESSES OPPORTUNITIES THREATS •Being the first to introduce burgers in the Philippines

•Locally recognized brand

•Serves a lot of burgers that is typically
not available in other fast food restaurant

•Serves variety of dishes aside from burgers

•Has numerous branches locally
SWOT Analysis •Lack of marketing strategy
•Does not advertise products
•Cannot produce more sales than its main competitors (McDonald’s)
•Being dominated by McDonald’s
•Vulnerability to Labor and Regulatory Influences
•Not enough corporately owned stores means it relies heavily on franchisees to execute its brand promise and standards
•New product development (breakfast food menus)
•New healthier menu items
•Can build its brand by doing Ad campaigns
•Capable of doing huge advertisements
•Was already recognized before in the market
•Can improve more of its products and services
•Changing consumer eating habits
•The slow recovering economy
•Tropical Hut faces threats from other major burger fast food restaurant such as McDonald’s, Burger King, Wendy’s and etc.
•Intense competition from its major competitor (McDonald’s)
CBBE Model Industry Trends Tropical Hut Hamburger is one of the oldest fast-food restaurant in the Philippines

It was first established in Cubao during 1962

Started as a grocery store and then eventually started selling Milkshakes and Hamburgers.

Became popular as a fast-food restaurants during 1970's by selling variety of good tasting burgers

Then amended its name to Tropical Hut Hamburgers
Tropical Hut Menus Tropical Hut's Top Menus
Supercheese Burger Classic
Hawaian Glee
Double Double Burger Brand Name and Description:
(Who is Tropical Hut?) Brand Positioning: (What is Tropical Hut?) Brand Image/Value:
(What about Tropical Hut?) Brand Relationship with Consumers:
(What about you and me?) Tropical Hut is one of the oldest fast food chains in the Philippines. It is a local fast food chain that made the burger become popular here in the Philippines. It is founded in Ortigas, Philippines in 1962.

Tropical Hut Hamburger has different variety of menu on their stores. Their new menus that they added are the popular Filipino dishes that many Filipinos are looking. They have Palabok, Bistek Tagalog, Tapa and other Filipino dishes that we have.
Tropical Hut Hamburger will position itself as a reasonably priced, upscale and fine fast food restaurant. Patrons will be single as well as families, ages 20-50. Poor Delivery Service
Poor Marketing Strategy
Great Hamburgers
Not famous
No Advertisements Some of its consumers are still patronizing their products
Some are not
Some has become their consumers but just for experience
To provide convinence for customers, such as:
Implementing Drive-thru (Drive and Go)
24hr Delivery service
To promote Inherently healty dishes:
Tropical Milkshakes
Tropical Sandwiches (Tuna, egg, etc) To improve pleasure/fun for customers:
Aesthetics (Settings, ambiance of Tropical Hut)
Increase in sizes of burgers
Better advertisements
Better packagings
Better services

I. Situation Analysis II. Current Brand Strategy Target Market •Individuals: people that dine in by themselves, especially peoples who have works who finds less effort when eating in a fast-food restaurant.
•Families: a group of people, either friends or a group of nuclear relatives dining together.
•Neighbors: families or individuals who lives nearby.
•Take out: people that prefer to eat Tropical Hut’s food in their home or at a different location than the actual restaurant.
III. Current Marketing Strategy To promote and recover its brand name and image by doing Ad campaigns:
Short TV and Radio Commercials
Banners and Billboards
Exposures on social networking sites (Internet) Marketing Plan Midterm Presentation
Full transcript