case study

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Hardee's founder, Wilber Hardee, opened his first restaurant in Greenville, North Carolina, on September 3, 1960. Hardee's Restaurants LLC is an American fast-food restaurant chain operated by CKE Restaurants Holdings, Inc. ("CKE") with locations primarily in the Southern and Midwestern United States.

At the beginning of 2010, Hardee's Company faced a 7% sales decrease as well as a 3% profit drop as competition forced the company to offer lower prices.

According to surveys, it was revealed that the main reason for the company losing part of its marketing share was the lack of responsiveness of the company to environmental changes. The company neglected that part of its customers had become special health concerns, and the consumer began to reconsider dealing with the company for fear of plastic packages, Fats in hamburgers and low nutritional value, and the company began to confront with consumer protection societies and environmental protection groups.

Hardee's is one of the companies that do not know the quick decisions, so it sought to convert the risks and threats it is exposed to into new opportunities. The company set a goal in reviewing its marketing position to be unique in the field of nutrition and environmental protection. The company started the change plan in 2001, it has Orders have been issued to suppliers to reduce the weight of the packages, and to provide packages of materials that can be restarted again Recycled, and to ensure that the phrase recycled paper is printed, which paper can be restarted, and the company has spent about $ 100 million in one campaign annually to purchase materials that can be restarted in rebuilding A group of its restaurants.

On World Earth Day in 2002, the company provided support to environmental associations and published under its own program names and how to contact about 1,000 institutions that restart materials. Not only did this limit, but the company reduced fatty meat and began to depend 100% on oils Vegetarian in order to preserve the health of customers, and added a set of healthy foods to their meals and put details of the nutritional value of their meals apparently in all of its restaurants.

Despite all these efforts, Hardee's did not succeed in changing the impression, so it doubled its steps starting at the end of 2010 when it directly reduced the use of polyester packages, and provided a 91% fat-free hamburger in the name of Haree 'Deluxe .. The company became one of the environmental protection sponsors and the company Funding a set of environmental research, and contributing to a fund to support environmental conservation.

Lastly, Research conducted by the Gallup Institute (one of the largest public opinion research institutions in the United States) has shown that 67% of those surveyed believe that Hardees is one of the companies directly concerned with the environment.

Based on the above, you are required to answer the following:

Q1. What is the main problem that the company suffers from? Explaining the indicators of the company's low marketing performance?

Q2. Use you marketing view, Explains the direction the company has taken to support its competitive position in the market?

Q3. What are the solutions based on (types of marketing orientation) that the company alerted, adopted by the company, Hardee's, and the company developed its products to contribute to environmental protection and preserving consumer health. ? Support your answers with examples

Q4. Illustrate Hardys product development features?

Q5. List down all promotional activities Hardees company did to support its competitive position in the market?