Food Industry: SWOT & Marketing Mix Analysis

This assignment requires a comprehensive analysis of the food industry using the SWOT (Strengths, Weaknesses, Opportunities, Threats) framework. Students will identify key factors influencing the industry's performance and potential challenges. Furthermore, an examination of the marketing mix (product, price, promotion, place) and its application in the food sector is necessary. The assignment emphasizes understanding the dynamic nature of the food industry and developing effective marketing strategies for success.

Running head: BUSINESS PLAN
BUSINESS PLAN
Name of the Student:
Name of the University:
Author’s Note:

1BUSINESS PLAN
Executive Summary
The main purpose of this report is to prepare a business plan. The business plan will contain
an overview of the business which is going to be started. The plan will be containing a market
analysis where the business will set up along with what product the business is going to sell
and which consumers the business will be targeting. The plan is also going to include
operational plan, marketing plan and financial plan.

2BUSINESS PLAN
Table of Contents
Introduction................................................................................................................................3
Market Analysis.........................................................................................................................5
SWOT Analysis of Eat Fresh.....................................................................................................7
Operation Functions...................................................................................................................8
Marketing Function....................................................................................................................9
Financial Functions..................................................................................................................11
The Business Model Canvas....................................................................................................13
Value Proposition Canvas........................................................................................................15
Reference..................................................................................................................................16

3BUSINESS PLAN
Introduction
The main purpose of this assignment is to analyze and formulate a proper business
plan for opening a fast food restaurant in United Kingdom (Lang and Heasman 2015). The
business plan will be containing an overview of the company and different areas of the
business such as operational, marketing and financial aspects.
Business Model of Restaurant
The restaurant for which a business plan is being prepared is Burger and Fries. Burger
and Fries is going to be a fast food restaurant which will be established next year which will
specialize in selling burgers, fries and other fast food products which are popular among the
present generations. Burger and Fries will be opening sometime next year and as it is going to
be newly established restaurant and thus it needs to have a proper strategic plan in order to
face their competitors. Burger and Fries will provide good quality food at a reasonable price
and the locations where the shops will be established are densely populated.
In today’s competitive environment, there is intense competition between different
fast food chains. Every fast food restaurant is trying to differentiate their product and improve
the quality of product or add more value to the product in order to acquire as much market
share as possible (Nestle 2013). The plan of the restaurant business is to open a store in
crowded areas such as malls in order to attract customers. The restaurant’s business model
aims at attracting younger generations with their variety of product along with the highest
level of quality at a reasonable price Fraser et al. 2012).
Objectives of Burger and Fries
The objectives of the restaurants which the business will be following are given below:
1. To establish a local fast food restaurant and gain customer loyalty.

4BUSINESS PLAN
2. To provide highest level of food quality to its customers and ensure that a wide
variety of products are available to its customers.
3. To expand its business by opening new outlets in local area and develop the brand
name of the restaurant once the restaurant is established with stability.
Mission and Vision
The mission of the restaurant will be to provide best services to its customers and also
provide best quality of food to its customers (Williams Jr, Morrell and Mullane 2014). The
main goal of the company is to become a leading fast food restaurant in the country. The
vision of the company is to acquire maximum market share and become the leading brand of
fast food chain industry in the company.
Burger and Fries locations
The projected locations of the restaurants will be in locations where there is a tourist
attraction or where the place is crowded like malls, amusement parks or important monument
sites. The location of the company will also be determined by the availability of resources
such as ingredients used in the foods, market access. The management of the company is
planning to open medium sized restaurant in a local crowded area of London.
Products on Offer
The restaurant will mainly focus on providing fast food items like burgers, fries,
beverages which are popular among the teenagers. The restaurant will be focusing on food
products without compromising health standard. The restaurant’s menu will include salads
and vegetable combo dishes for those sections of people who are more health conscious. The
company has hired best chefs who have planned to prepare a special kind of chilli sauce
which will be popular among consumers.

5BUSINESS PLAN
Market Analysis
Nowadays the market for business in Fast food chain industry in United Kingdom has
increased tremendously. The younger generations prefer fast food products more than
healthier food products (McKeever, M., 2016). The market for fast food stuffs is favourable
for products like burgers, fries, pizzas as these products are popular among the consumers.
The target consumers of the Burger and Fries will be basically younger generations like kids,
teenagers. The company has considered the following aspects of the demographic of United
Kingdom and selected the target group of consumers which are younger generation. The
restaurant will be preparing its menu card considering the needs of all the generation of
peoples. The company is planning to open its shops in a crowded area where people will be
coming for lunch or quick food bites. As there is a craze for soft drinks in summer season as
refreshments, the restaurant will be keeping five or six brands of soft drinks in the restaurant.
Competitors
The restaurant needs to identify all its potential competitors and analyze what are
the threats which they create for the company. The potential competitors of the restaurant
will be Mcdonalds, Burger King, Pret A Manger. The competitors of Burger and Fries are
already established in the business and therefore the restaurant needs to formulate a
strategy which can give their products an edge over the products of their competitors. The
restaurant plans to adjust the costs of its products in order to become competitive in the
intensely competitive market of fast food Industry.
Market Entry Strategies
The management of Burger and Fries’s focus will be on establishing the restaurant
with stability in the market and acquire recognition of the customer as soon as possible.
Market entry strategies can be defined as the process of producing and selling of good in

6BUSINESS PLAN
a new market considering a new group of target customers (Laufs and Schwens 2014).
The restaurant will be trying to make its products popular from the start in the markets
across United Kingdom. The market entry strategy of Burger and Fries will include a
detail analysis of the market in which the company is deciding to open a store. Burger and
Fries‘s management then have to identify the taste and preferences, culture of the market
as well as who will be the dominant competitor in this new market. The company core
policy is to provide the highest quality of food products at a reasonable price. The
management of Burger and Fries will also be identifying the core strength of its rival
companies in order to come up with a way to tackle the situation. The restaurant will be
incorporating strategies like free lunch for a day and acquire feedbacks from the
customers about quality, environment, ratings in order to create a buzz and positive image
of the restaurant. Any customer who is not pleased with the services of the company will
be refunded in full and will be provided with free delivery in order to display that the
restaurant always focuses on quality and customer services.
SWOT Analysis of Burger and Fries
Swot analysis identifies the strength, weakness, opportunities and threats of a
business. Basically SWOT analysis is an internal and external analysis which brings out what
are the strengths and opportunities of the business and it also brings out the weaknesses and
possible threats of the business (Bull et al. 2016). SWOT analysis is useful in identifying the
weaknesses and overcoming the threats of the business and identifying the opportunities of
the businesses and taking advantage of the same. The SWOT analysis of Burger and Fries
restaurant reveals that follow as giving below:
1. Strengths: The major strength of Burger and Fries will be the quality of products it
offers and the variety of products the company can to offer. The company will

7BUSINESS PLAN
initially started its operations by just focusing on proper quality of food products and
cost reduction (Bohari, Hin and Fuad 2017). Another strength of the company lies in
its variety of products and different combos which will be available to its consumers
once the company starts operating.
2. Weakness: The basic weakness which can be identified with Burger and Fries will be
the prices of its products will be more or less high. As the restaurant core policy is to
provide best quality of food to its customers, naturally better quality always comes
with high prices. In order to tackle this weakness the restaurant will be introducing
certain economical combos which are reasonably cheap and therefore the company
can patronize all section of income group of people.
3. Opportunity: The business of Burger and Fries has a definite scope of expansion once
it settles down. This is due to the fact that fast food chains nowadays are in constant
demand and most of the fast food chains are expanding their business. Due to rapid
expansion not just in London but other countries like United States and other
countries most of the fast food chains are acquiring more and more market share.
There is an opportunity for the management of the Burger and Fries to expand and
penetrate in new markets once the company opens up and settle down in this industry
(Galizzi and Venturini 2012).
4. Threats: The threat that Burger and Fries will be facing is by its competitors. Even in
United Kingdom Burger and Fries will faces intense competition from brands like
Mcdonalds, Burger King, Subway, Pret A Manger. For example in US the dominance
of subway is more than any other brands. Likewise other local brands of London can
dominate the restaurant as it will be newly established.

8BUSINESS PLAN
Operation Functions
The operations of the restaurant will be managed by the manager who will be placed
in restaurant who will be also known as store managers (Kopanos, Puigjaner and Georgiadis
2012). There will be a supervisor who will look into the day to day business management of
the business like stock of food items used for cooking like vegetables, meat, appearance of
the shop, hygiene conditions in the shop. The supervisor will also be interacting with the
customers in order to get their feedbacks on the quality of the food products and general
feedback as well. The supervisor will be operating and working under the manager. The top
level of management that is owners and other key personnel will be on the decision making
process. The employees of the company will be advised to treat and behave with their
customers in a friendly manner. The main concern of the Burger and Fries will be to make
their products as unique as possible in order to gain competitive edge over their rivals. The
factors which provide competitive edge to the business of Burger and Fries are given in the
point form below:
1. The unique sauce which is as planned to be prepared by the restaurant blends with the
changing environment preferences and the sauce will be design in such a way that it
becomes popular among the youngsters and will act as a signature part of fast food
recipes.
2. The quality of the food products will be of best quality which will attract a lot of loyal
customers.
3. Innovative advertisement and promotion activities will ensure that the company will
be earning a brand name sooner than later.

9BUSINESS PLAN
Marketing Function
The strategy of the restaurant will be to serve the customers as well as possible.
Burger and Fries will open a temporary small stall which will test the market and see how
well the market and people are responding to the products of the restaurant. The
concentration will be on establishing an identity and keep the cost as low as possible
(Schlosser 2012). The quality of the Burger and Fries will be high as it form part of the core
functions of the business. The most crucial part of marketing will be the locations of the store
and the advertisement campaign that the company will employ. In order to analyse the
marketing conditions the business considers the Seven P’s of Marketing which are explained
in details below:
1. Product: The product should be such that it satisfies the needs of the consumers. The
products which are offered by Burger and Fries restaurant will be the major
attractions for business as they will be of best quality at an affordable price. The
product should be such that it exactly what the consumer expect from the product and
company (Khan 2014). This is very important constituent which can boost the
reputation of the company.
2. Place: The product which is produced by the company needs to have a place where
the product can be stored and also a place where the product can be sold. This place
can be market, warehouse, shopping mall. There is wide market where the products
can be sold. This market has even further widen with the introduction of virtual
media. People nowadays order food online.
3. Price: The price of the product should be such that the value of the product matches
its price. Burger and Fries has planned to regulate its budgeted prices and is planning

10BUSINESS PLAN
to introduced new combo meals which are economical and such that everyone can
enjoy them.
4. Promotion: These activities mainly include advertisement and promotion activities.
Such activities include door to door sales, retail sales and sale promotion activities.
These promotion activities of Burger and Fries will include free products distribution
in order to create a buzz among the consumers, advertisement in newspapers and
television.
5. People: The newly added element is people. Every organisation is managed by
different groups of people whether it is production, marketing or sales department. A
success of a business largely depends on the workforce of the business. The
management of the Burger and Fries will be run by employees and supervisors in an
efficient manner.
6. Processes: These include the services which are provided during the delivery of the
product or after sales services (Huang and Sarigöllü 2014). Burger and Fries will
incorporate the policy of acquiring feedbacks from the customers in order to improve
the products or the environment.
7. Physical Evidence: The last introduced element in marketing mix is physical
evidence. Every services include some physical factor which also needs to be
considered. The physical factors of Burger and Fries will be the store environment,
locations.
Financial Functions
The company will be financial operated and maintained by the owners of the
company. The start up funding of the business is being handled by the owners of the

11BUSINESS PLAN
company. The owners of the company are four partners who are from areas of United
Kingdom. Burger and Fries’s Management has also applied for a loan from the bank which
will make the capital structure in a 60:40 ratio. The 60% share of capital will be provided by
the owners of the business contributed equally and the remaining 40% of the capital is to be
provided from the debt taken from the bank of England. The analysis below show budgeted
Cash flow of Eat Fresh business on the basis of fictitious customers
MONTH 1 2 3 4 5 6 7 8 9
1
0
1
1
1
2
TO
TA
L
CASH IN
Cash from
customers
Cash
reveived
from
customers
25
00
0
35
00
0
45
00
0
47
50
0
22
50
0
32
50
0
31
00
0
35
50
0
25
50
0
30
00
0
25
00
0
32
50
0
387
000
0
0
0
0
0
0
TOTALS
25
00
0
35
00
0
45
00
0
47
50
0
22
50
0
32
50
0
31
00
0
35
50
0
25
50
0
30
00
0
25
00
0
32
50
0
387
000
CASH OUT
Materials
0
Wages/NIC
(employee
s only)
25
00
25
00
25
00
25
00
25
00
25
00
25
00
25
00
25
00
25
00
25
00
25
00
300
00
Drawings
inc. NIC 0
Rent/rates
12
00
12
00
12
00
12
00
12
00
12
00
12
00
12
00
12
00
12
00
12
00
12
00
144
00
Heat/light
10
00
10
00
10
00
10
00
10
00
10
00
10
00
10
00
10
00
10
00
10
00
10
00
120
00
PR/
advertising
75
0
75
0
75
0
75
0
75
0
75
0
75
0
75
0
75
0
75
0
75
0
75
0
900
0
Telephone/
fax
80
0
80
0
80
0
80
0
80
0
80
0
80
0
80
0
80
0
80
0
80
0
80
0
960
0
Postage/
stationary
45
0
45
0
45
0
45
0
45
0
45
0
45
0
45
0
45
0
45
0
45
0
45
0
540
0
Insurance
50
0
50
0
50
0
50
0
50
0
50
0
50
0
50
0
50
0
50
0
50
0
50
0
600
0
Repairs/
maintenan
ce
75
0
75
0
75
0
75
0
75
0
75
0
75
0
75
0
75
0
75
0
75
0
75
0
900
0

12BUSINESS PLAN
Transport/
travelling
60
0
60
0
60
0
60
0
60
0
60
0
60
0
60
0
60
0
60
0
60
0
60
0
720
0
Capital
expenditur
e
50
00
50
00
50
00
50
00
50
00
50
00
50
00
50
00
50
00
50
00
50
00
50
00
600
00
Loan
repayment
s
30
00
30
00
30
00
30
00
30
00
30
00
30
00
30
00
30
00
30
00
30
00
30
00
360
00
Profession
al fees
12
50
12
50
12
50
12
50
12
50
12
50
12
50
12
50
12
50
12
50
12
50
12
50
150
00
VAT
15
00
15
00
15
00
15
00
15
00
15
00
15
00
15
00
15
00
15
00
15
00
15
00
180
00
Stock
50
00
50
00
50
00
50
00
50
00
50
00
50
00
50
00
50
00
50
00
50
00
50
00
600
00
0
TOTAL
CASH OUT
24
30
0
24
30
0
24
30
0
24
30
0
24
30
0
24
30
0
24
30
0
24
30
0
24
30
0
24
30
0
24
30
0
24
30
0
291
600
Net
cashflow
IN/OUT
10
70
0
20
70
0
23
20
0
-
18
00
82
00
67
00
11
20
0
12
00
57
00
70
0
82
00
opening
balance
/(deficit)
70
0
11
40
0
32
10
0
55
30
0
53
50
0
61
70
0
68
40
0
79
60
0
80
80
0
86
50
0
87
20
0
954
00
Closing
balance
/(deficit)
70
0
11
40
0
32
10
0
55
30
0
53
50
0
61
70
0
68
40
0
79
60
0
80
80
0
86
50
0
87
20
0
95
40
0
954
00
The prices of the product will start at £15 to £ 20 for a meal which will be containing
a burger, fries and beverages and the customer will have an option of desert as well. the
restaurant will try to keep the prices of the food products as low as possible.

13BUSINESS PLAN
TOTAL CASH IN TOTAL CASH OUT
0
50000
100000
150000
200000
250000
300000
350000
400000
450000 PROJECTED FIGURES
PROJECTED FIGURES
Figure 1: Chart showing Projected Cash Flows
Source: (Author Made)
The Business Model Canvas
Key
Partners
 The key
partners
of the
busines
Key
Activities
 The key
activitie
s
include
Value
Proposition
 The
restaur
ant will
be
Customer
Relationships
 The
restaurant
tries to
maintain
Customer
Segments
 Burger
and Fries
will try to
achieve

14BUSINESS PLAN
s are
Jeff
Archer,
Chris
Pratt,
Leonar
do
Wells,
Stanley
Brown.
 The
Key
supplier
s of the
busines
s are
Stuart
Bricks,
who
will
supply
food
product
s like
vegetab
les,
meat,
Pattric
Matthe
w, who
will
provide
spices,
chilis.
 The key
ingredie
nts are
chilies,
meat,
vegetab
les,
bread,
sauces
and
beverag
es.
cooking
the
product
s and
maintai
ning its
quality.
 The
product
s will
be
cooked
and
then
distribu
ted by
trucks
to
various
stores.
deliveri
ng best
quality
of food
product
s to its
custom
ers at a
reasona
ble
price.
 The
restaur
ant will
try to
solve
the
custom
ers
issue
over
prices
by
introdu
cing a
new
product
which
is
afforda
ble by
the
custom
ers.
 The
restaur
ant will
try to
look
after
the
needs
of all
custom
ers.
The
restaur
ant will
look to
ensure
good
customer
relationsh
ip with its
customers
.
 Burger
and Fries
plans to
create an
environm
ent where
the
customers
are
greeted as
they
order
food and
are
always
treated
with
friendline
ss.
as much
market
shares.
The
restaurant
will
target the
younger
generatio
n of the
populatio
ns such as
kids,
teenagers,
college
students
and high
school
students.
The
restaurant
will also
be
introduci
ng new
combo
meals for
family
units and
working
class of
people.
Key
Resources
 The
compan
y key
resourc
e will
come
from
the
local
market
such as
vegetab
les,
meat,
beverag
es.
 Eat
fresh
ensures
that
proper
Channels
 There are
various
channels
that
Burger
and Fries
services
will offer
one will
be
booking
of tables
or walk in
for
services.
Another
will be
online
ordering
and
another
will be
telephone

Pain Relievers
The products of the restaurant
are designed so that it reduces
the cost and earns maximum
profits
Gain Creators
The products of the restaurant are of
highest level of quality which itself
creates gains in the business.
15BUSINESS PLAN
relation
s are
maintai
ned
with all
the
custom
ers and
the
employ
ees
behave
in
friendly
manner
with all
the
custom
ers.
that the
restaur
ant
satisfie
s the
needs
of all
custom
ers.
ordering.
The
online
ordering
of food
by
various
applicatio
ns is
becoming
popular
in current
scenario.
Cost Structure
 The restaurant is trying to reduce
its budgeted cost in order to attract
more customers and have more
profits.
 The most important resources are
meat and vegetables which have a
significant cost in business.
 The most costly activity will be
advertisement and promotion of
the of the brand name of the
restaurant as the restaurant is new.
Revenue Streams
 The customers are more than willing
to pay for the meals which are of
superior quality.
 However the customers will always
try to appeal that food products are
still expensive
Value Proposition Canvas

16BUSINESS PLAN
Reference
Nestle, M., 2013. Food politics: How the food industry influences nutrition and health (Vol.
3). Univ of California Press.

17BUSINESS PLAN
Lang, T. and Heasman, M., 2015. Food wars: The global battle for mouths, minds and
markets. Routledge.
Fraser, L.K., Clarke, G.P., Cade, J.E. and Edwards, K.L., 2012. Fast food and obesity: a
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Bull, J.W., Jobstvogt, N., Böhnke-Henrichs, A., Mascarenhas, A., Sitas, N., Baulcomb, C.,
Lambini, C.K., Rawlins, M., Baral, H., Zähringer, J. and Carter-Silk, E., 2016. Strengths,
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McKeever, M., 2016. How to write a business plan. Nolo.

18BUSINESS PLAN
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Laufs, K. and Schwens, C., 2014. Foreign market entry mode choice of small and medium-
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