Food Safety Management - Part 2

This article discusses the business plan for Wagamama, a Japanese Asian food restaurant. It covers the company's vision, mission, SMART goals, SWOT analysis, STP strategy, budget, and evaluation. The article also explains how Wagamama uses marketing mix to increase sales and attract more customers.

FOOD SAFETY
MANAGEMENT-PART 2

Table of Contents
FOOD SAFETY MANAGEMENT-PART 2..................................................................................1
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
BUSINESS PLAN.......................................................................................................................4
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
Business plan are written documents that describes the organisations core business
activities and objectives and planning of how to achieve its goals efficiently and effectively. It
includes vision, mission, SMART goals and objectives, SWOT analysis, STP strategy , budget
and evaluation.
MAIN BODY
BUSINESS PLAN
VISION
The vision of wagamama is to create a new generation by putting freshness and quality
back to the heart of experience. Its vision is to provide its customers with authentic Japanese
Asian food with high food quality.
MISSION
The mission of wagamama is to create a positive environment that embraces changes,
cares for everyone and to nourish the modern society. Its mission is to combine nutritious and
fresh food in a simple yet elegant setting.
SMART GOALS
The objective of Wagamama is to increase it sales from each location by introduction of
new product that is small plates. And also, improving delivery service through digital marketing
and online services (Daudkhane, 2017). Setting standards and achieving them will help them in
achieving goal in efficient time. Wagamama will put deliveries under the counter's serve number,
as soon as food comes up, it can use counter people to take delivery. Quoting realistic time in
which they will be able to deliver. Also, decreasing the waiting time to attract more customers.
Starting immediately by training their staff. It will take six months to show a sizeable difference
at the customers end.
STP ANALYSIS
STP strategy is useful in promotion of new product that is small plates. It is becoming
popular in the western services food (Bolon and et.al., 2018). Wagamama can promote its food
items by serving it in small plates so that it can attract more and more customers.
Segmentation: Wagamama segments its customers according to the demographics that it targets
audiences within the age group of 6-50 years males and females including childrens. With the
identification of the customer segment, it is helpful for Wagamama to offer food in a new way

I.e small plates. For example; customers who have close friends will like the concept of small
plates or sharing plates as they can share it with their close one and can enjoy with them.
Targeting: Wagamama uses segmented market targeting that mainly targets to the easygoing,
careless, potential and regular fast food eaters, who are students, professionals and employees. It
majorly targets the lower and middle working classes of the society.
Positioning: Wagamama has positioned itself as a family friendly low cost restaurant with a
wide scope of customer base and low cost strategy. Wagamama will need to make position in the
minds of customers. As the position of small plates need to be made in the minds of customers
by adding distinguishing features in the products. Thus, creating a strong positioning.
SWOT ANALYSIS
It is one of the most popular strategic analysis. It helps in capitalizing the strengths and
minimizing the weaknesses (Elavarasan and et.al., 2020). It helps Wagamama in synchronizing
its resources and capabilities with the competitive environment in which it operates.
STRENGTHS
 Wagamama gained a lot of popularity with its Japanese curry dish and its fried noodles.
 Its has interesting promotional campaigns which helps in attracting more and more
customers.
 It is a high brand with loyalty across the world.
 Offers high quality hygienic food, quick service and clean stores is one of the strong
points.
 Makes its food standout with trademark recipes. It creates customised food targeting the audiences across different cultures and
geographies.
WEAKNESSES
 The menu has limited sets of dishes and majorly it focuses on only Japanese cuisine.
 Limited popularity limits growth in market share
OPPORTUNITIES
 Creating awareness of the global cuisines- Wagamama relies on specific cuisines and
dishes so it becomes important to create awareness among customers and also open to
new tastes.

 Introduce vegan menu to tap the market.
 Introduction of home delivery as regular services.
 Venturing into new markets with budget friendly snacks. Introducing new food products and services that can boost the sales of Wagamama.
THREATS
 Competition- Wagamama is facing severe competition from nandos, rock cafe, chilis,
most of which are speciality restaurant chains.
 With change in lifestyle of people, due to growing awareness about healthier food with
low calories and high flavours.
MARKETING MIX
Marketing strategy of Wagamama analyses the brand with framework of marketing mix
that covers place, product, promotion and price (Lim, 2021). Several marketing strategies like
pricing approach, product innovation and promotion planning based on marketing mix are used
by the company for success of its brand.
Product
To increase the demand of small plates product in the market, Wagamama will be
focusing on innovative food styles that can be served in small plates, so that it attracts more
customers (Dost and et.al., 2019). Also, to grasp the attention of customers so that sales can be
boosted, it will make wraps and salads and premium turkey sandwiches that can be served in
small plates.
Price
The menu at Wagamama offers reasonable and affordable prices as they target families of
young people in rural and urban locations belonging to the lower and middle class. It will offer
products both as individual and as bundle and combos. It will offer differential pricing to its
customers. It starts it salad range with £4 and the combo meals start at £10.
Promotion
Wagamama has websites as well as it uses social media like twitter, Facebook, Instagram
to promote its product. It will make use of print media such as magazine, newspaper to promote
its product and enhance its viability to generate more revenue. It uses famous tag line like fuel
the fire inside, that will help in creating awareness of the products and services.
Place

Wagamama has over 149 restaurants in the UK and around 14 restaurants in London.
Also, it will now be starting home delivery services and improvement in takeaway services that
will help the company in increasing its sales by selling more products and attracting more
customers, increasing the brand reach.
BUDGET
PARTICULARS AMOUNT
Kitchen equipment £5000
Raw materials £3000
Table/ chairs £2500
salaries £3400
Advertising and promotion £2000
Rent £3600
Material charges £3240
Travelling expense £2350
TOTAL £25090
MONITORING AND EVALUATION
Evaluation and monitoring is a systematic assessment of the policies and strategies that
are formulated by the company in order to evaluate the growth of the business and identify where
the business is lacking. To check the effectiveness of the new products and strategies inculcated
by Wagamama, it uses various evaluation methods such as surveys, comment cards, feedback
boxes. It will help the company in analysing the level of satisfaction that has been provided to
the customers with their product and services. Also, it can use customer call backs, so that they
will directly get an overview of their services. This will help them in finding out deviations if
any and take corrective actions to achieve their desired goals and objectives.
CONCLUSION

From the above business plan, it can be concluded that the vision of Wagamama is to
provide its customers with quality Japanese food that increases level of satisfaction. Its mission
is to combine nutritious food in a elegant way. The objective of the company is to increase its
revenue by introduction of small plates. It targets segmented audience that helps in offering the
new product and services easily to its customer. It can also be summarised that with the use of
several marketing strategies it hekps the company in increasing its sales. It also, uses various
evaluation method to find out deviation and take corrective action.

REFERENCES
Books and journals
Bolon and et.al., 2018. STP position paper: recommended best practices for sampling,
processing, and analysis of the peripheral nervous system (nerves and somatic and
autonomic ganglia) during nonclinical toxicity studies. Toxicologic pathology. 46(4).
pp.372-402.
Daudkhane, Y., 2017. Why SMART Goals are not ‘Smart’enough?. Imperial Journal of
Interdisciplinary Research.
Dost and et.al., 2019. Seeding as part of the marketing mix: word-of-mouth program interactions
for fast-moving consumer goods. Journal of Marketing. 83(2). pp.62-81.
Elavarasan and et.al., 2020. SWOT analysis: A framework for comprehensive evaluation of
drivers and barriers for renewable energy development in significant countries. Energy
Reports. 6. pp.1838-1864.
Lim, W.M., 2021. A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic
Marketing. 29(5). pp.453-469.
Online references
A, B., 2018. [Online]. Available through <>
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