course material

1. Create a 12 pages page paper that discusses marketing plan report. Using
promotion aligned with psychographic traits related to the consumer
behaviour, Five Guys can gain brand recognition and, ultimately, brand
preference with its focus on integrated marketing communications and
positioning on quality.
Create a 12 pages page paper that discusses marketing plan report. Using promotion
aligned with psychographic traits related to the consumer behaviour, Five Guys can gain
brand recognition and, ultimately, brand preference with its focus on integrated marketing
communications and positioning on quality.Five Guys Burger Restaurants is a casual, fast
food restaurant headquartered in Fairfax, Virginia in the United States. The company
maintains a menu that is focused on hamburgers, kosher hot dogs and a variety of different
sandwiches. Between 2010 and 2011, the company experienced revenue growth of over 32
percent (York 2012). In the United States, Five Guys Burger is positioned as being a better
burger, with a high level of emphasis on quality ingredients to differentiate the business
from domestic American competition.However, the U.S. marketplace, in terms of fast food
restaurants, is highly saturated and it is difficult to achieve growth in a rapidly maturing
market. As a result, Five Guys Burger Restaurants is seeking new market opportunities in
foreign markets where there is less competitive saturation and where consumer
characteristics are favourable for achieving market growth and building a positive brand
reputation. This report identifies potential market opportunities in Kuwait, a developing
nation, for Five Guys Burger to establish a potent competitive identity. The report provides
justification for market entry in this country, an analysis of competitors in the region, the
cultural profile for viable consumer segments in Kuwait, and an appropriate targeting
strategy and positioning strategy to achieve the objectives of growth for the company.
Additionally, the report provides appropriate recommendations, based on market
conditions, for ensuring success in this new foreign investment.