Running Head: WHITE CASTLE CASE STUDY
White Castle Case Study
Team B
MKT 551/Marketing Management
University of Phoenix (Online)
Bill Copeland
December 04, 2006
White Castle Case Study
"More than 80 years. More than 380 restaurants. More than 500,000,000 burgers sold last year alone" (White Castle, About Us). This is White Castle's mantra. Does this mantra mean that White Castle needs no marketing strategies? Of course not. Every company needs marketing strategies, no matter how well that company is doing in its industry. To maintain its market share or to increase that share, a strategic marketing plan is vital. "The restaurant industry and the fast food sector are highly competitive, and are affected by changes in customer tastes and preferences, location, demographic trends, pedestrian and motor traffic, consumer income, family structure, quality of food service and value of food service" (Nwogugu, 2004, 30). White Castle, thus, has to consider many issues when planning marketing strategy. To capture the market share it requires to do well in this industry, White Castle must look to the competition to ensure that White Castle is able to compete.
Strategic Planning
While doing well in its chosen niche, White Castle can do some things to improve the company's bottom line. Looking to the successes of other fast food establishments, Jack in the Box, which can be considered a direct competitor to White Castle, revamped its drive-thru service by installing new menu boards and an electronic confirmation system (Nwogugu, 2004). Making even small improvements such as this can increase a company's profits. White Castle must further increase its brand name recognition. Currently, White Castle operates ...