Burger Inc. Case Study

EXECUTIVE SUMMARY

This is an exciting and informative report about Burger Inc. In this report we have described how the company Eplanet Communications brought the food brand Burger Inc. in Pakistan and is successfully running its outlets. This executive summary demonstrates the brand value of Burger Inc. and how the company has revolutionized itself over the years. This report consider the detailed study of Burger Inc. products and offerings, the milestones that is achieved by Burger Inc. in Pakistan and the marketing strategies they use.

The purpose of this final term report is to analyze the supply chain plans and strategies that Eplanet Communication follows to run Burger Inc. and to know how they make their brand popular among their consumers and how they compete with their competitors in order to survive in the market and how their overall process of supply chain works.

The brand has good reputation in the market dealing with a bunch of market shares and target middle and upper classes. The brand has adopted innovative ways of distribution channels of supply chain.

COMPANY PROFILE

About Eplanet Communications

Eplanet Communications BPO and contact centre is an industry leader in business process transformation. They simplify complex, end-to-end BPO services, bringing unique value to their clients while creating efficiency and productivity with measurable results.

Eplanet is a giant organization and not only this; they have many different nature of business set up all over the Pakistan and works internationally as well. For example: Burger Inc. is the leading food brand of Eplanet Communications have their specialty in chicken and beef burger which satisfy the end-to-end cravings of the consumers very well.

About Burger Inc.

Burger Inc. was founded in May’2012. Burger Inc. serves beef burgers made with proprietary blend of Prime A+ grade beef cuts golden fried chicken. Everything about their burgers is truly extraordinary. From the blend of proprietary sauces, to the choice of fresh veggies and savory burger patty, they take their burgers very seriously.

Burger Inc. fried chicken is pressure fried to ensure a crisp and golden crust on the outside and juicy flavorful chicken on the inside, without all the fattening frying oil. They use imported frozen fries that are de-starched and fried in pure vegetable oil.

Their proprietary sauces complements the burgers without over powering the taste of the quality meat, and are designed to enhance the actual flavor instead of smothering it.

OUR VISION

“Our vision is to bring unprecedented value to our customers and create a positive impact on their lives.”

OUR MISSION

To increase brand recognition and deliver key intelligence for important decision making, while connecting with customers in new ways that enhance their experience and increase lifetime customer value. We see ourselves as a strategic partner of customer centric, service driven companies and offer our solutions and support in an array of business verticals from retails and consumer products to health care, insurance, travel and tourism.

COMPETITIVE STRATEGY

Burger Inc believes that they have the best quality products which satisfy and grabs the great amount of consumers towards them. The speciality of Burger Inc., is their unique different flavors of burgers from all around the world under one roof in a very reasonable price, which makes them competitive from other brands offering similar products.

MARKET AND PRODUCT PROFILE

The countless Karachities who choose Burger Inc. know that they can rely on the taste and quality. We provide the finest quality, while constantly reinventing ourselves and our products to meet consumers taste and preference.

Market Share

Burger Inc. comparable sales were up 1.4% every year.

Sales Turnover

The annual sales of Burger Inc. is increasing 14.1% every year.

Target Market

Burger Inc. is successfully catering every market through its reasonable pricing. But the target market of Burger Inc. is Middle and Upper Classes. Burger Inc. is currently running in Karachi and is going to open very soon in Hyderabad.

PRODUCTION PLANNING AND CONTROL

Forecasting Technique & Tools

Burger Inc. uses simulation techniques and methods to forecast the upcoming demand of burgers. In simulation, forecasting, Burger Inc. use Time series and casual methods.

Burger Inc. ability to forecast demand by lowering inventory holding costs, improving service levels and assisting sales in planning profitable promotions.

Aggregate Planning

Aggregate plan is a statement of production rates, work force levels, and inventory holdings based on consumer requirements and capacity limitations.

Burger Inc. works a month ahead for its production. To anticipate the demand for its burgers they usually plan before its supply ordering. Burger Inc. use previous month as a guide, as well as industry trends, economic forecasts, and feedback from its marketing manager to determine the probable demand for the production in the coming months.

Production Strategy

Each branch of Burger Inc. is a Centre of excellence that specializes in developing new tastes of food through latest technology. New research and development is carried out by Eplanet Communication. New innovation involves a number of important stages from ingredients to its taste and quality checking. To give an idea of timescale, the development process takes six months. At the same time, front labels are designed, product photography commissioned, bottle produced and sales presenters are designed to ensure a successful product launch.

Role of MPS

Master production schedule is one of the most important parts of any company or brand, related to the manufacturing. MPS helps in forecasting when and how much of each product will be demanded. As the MPS controls the major production of the company, its accuracy is what directly affects the company's profit. Burger Inc. uses customized software for the execution of MPS but since the software cannot do everything that's where the master production scheduler plays the role by forecasting demand, production cost, inventory cost, etc.