Jack in the Boxby: Leo McCabe and Jordan Long

Table of Contents Objective 2 Market Analysis 3-4 Internal Situation 5-6 External Situation 7 SWOT

Strengths 8 Weaknesses 9 Opportunities 10 Threats 11

Marketing Strategy 12

1

Objective/GoalMaintain current sales numbers and continue

with the late night munchie meal campaign to win customers from Taco Bells 4th meal Currently up 67.1% this year and 72.6% in the last

year

Raise Jack in the Box market share

2

Market AnalysisFast Food Market Size

191 billion dollars

Jack in the Box’s market share They had 1.55billion dollars in revenue .81% of the market

Competitors Market Share McDonalds

27.57billion dollars in revenue (14.4%) Yum

13.63 billion dollars in revenue (7.1%) Burger King

1.97 billion dollars in revenue (1.03%)

3

Market AnalysisCurrent Trends

Many fast food restaurants are trying to make there foods healthier Many of them are introducing salads and meals

that have less calories like wraps so that consumers can make a healthier choice if they want to

Many are also going local and having more snacks offered as meals (McDonalds Spicy Chicken McBites, KFC’s Chicken Little sandwiches

Rising beef prices is leading to more use of chicken in restaurants because its price is more stable

Jack in the Box is up 72.6% in the last year

4

Internal SituationCompany FinancesIncome Statement 2013 2012

Revenue $1,489.867 $1,545.026Gross Profit $367.645 $343.279Operating Income $138.205 $112.489Net Income $51.152 $57.651Diluted EPS $1.14 $1.28

5

Internal Situation cont.Corporate Family

Jack in the Box Inc not only owns 2,250 Jack in the Box fast food restaurants but also owns Qdoba Mexican Grill Own 625 of them

CEO is Linda A. Wang Retiring this year after a decrease in profits this

quarter

History of Jack in the Box Opened in 1951 in San Diego, CA Founded by Robert Peterson In 1980 Jack was blown up in a commercial and

got very popular

6

External SituationMarketability

A cheap late, night food with higher quality than their competition

Current Economy Recovering from recession, but cheap food is in

demand

Consumers Teenage to middle age men People remember Jack in the box character Advertising campaign blatantly directed towards

stoners Motivation is to win over the late night fast food

scene

7

StrengthsThey have higher quality food than a lot of

their competitorsThey have skilled franchises

There not scrubs

They’re open lateLow pricesStrong product line

Large variety in their food

8

WeaknessesLarge amount of competition in their marketUnhealthy food1993 E. coli breakout

Some people still sketched out by their food

Loss of brand identity

9

OpportunitiesMaking healthier foodsExpanding their product line

Already very diverse but you can always expand

Expanding into other markets

10

ThreatsStrong competition

Burger King, Yum Brand

Food Safety/QualityCost of LaborShifting Consumer Tastes

11

Marketing StrategyMunchie Meal Box

$6 Lots of TV/radio commercials and billboards

www.youtube.com/watch?v=YzNJVwvBSkY

12