Final Phase Marketing Paper

Essay by gigi5600University, Bachelor's March 2009

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The California Wrap - IntroductionWith competition so tight among fast food restaurants, each company is always developing and testing new products to determine how well they appeal to the consumer. To get the most accurate results, the company marketing the new item must carefully follow the marketing plan to determine how well it will be received by the customers. This takes careful strategy and a great deal of marketing research to test the new product, and the results will help the company determine if they should place the new product in all their locations. Keeping this in mind, Jack In The Box is moving into the first phase of the development of their newest menu item.

OverviewJack In The Box opened their first location in the San Diego area in 1951. Since then they have expanded into 18 states and have over 2,100 locations with their corporate offices in San Diego.

In the competitive fast food market they were the first chain to add breakfast sandwiches and portable salads to their menu. They were also the first of the hamburger chains to incorporate the drive through concept into their restaurants (Jack In The Box, 2009). Jack In The Box's philosophy is that "we don't make it 'til you order it." With such a wide variety of menu items to choose from including their breakfast menu, burgers, chicken, fish, snacks, teriyaki bowls, and shakes, they realize that many customers will special order their items to meet their specific tastes. For that reason they have incorporated a special section on the company's main website that allows the customer to figure out the nutritional value of not only the items on the menu and way they regularly come, but also the way that particular customer would like to create...