Marketing Strategy and Plan for Huxtaburger in Belmont, Australia

This report provides a detailed marketing strategy and plan for the opening of a Huxtaburger store in Belmont, Australia. It includes a mission and vision statement, location and facilities, market segmentation, competitive analysis, and SWOT analysis.

Running head: MARKETING STRATEGY AND PLAN
Marketing Strategy and Plan
Name of the student
Name of the university
Author Note:

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MARKETING STRATEGY AND PLAN
Executive Summary
The following report is basically a business plan that is based on the construction of a business
plan for Huxtaburger store to be established in Belmont, Australia. The plan has started with a
brief introduction of the company itself and has proceeded with the description of the mission
and vision of the organization. One of the important factors of the business is to ensure the
presence of a strong and compact locational planning of the proposed burger store in Belmont
according to the popular demand. The selection of the store has been fixed near the educational
hub of Belmont in Fisher Street which is in close proximity to the Belmont City College,
Cloverdale Education centre and Cloverdale Primary School. The location has been fixed by
analyzing the data received from the Australian Bureau of statistics. The location thus depends
on the different demographic factors which helps the food eatery to be successful in the new
market and avoid huge competition from other competitors like KFC or Burger King. The
product description, market segmentation and market analysis have been done in a proper and
efficient way that is required to establish the business and crteate a niche demand of the
products. The competitive analysis along with the internal and external analysis is also equally
important in this particular business planning.

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MARKETING STRATEGY AND PLAN
Table of Contents
Introduction......................................................................................................................................5
Aims and Objectives....................................................................................................................5
Mission and Vision......................................................................................................................5
Location and Facilities.................................................................................................................6
COMP Factors.................................................................................................................................6
Customer......................................................................................................................................6
Target Market..............................................................................................................................7
Product Description.....................................................................................................................8
Communication Plan.......................................................................................................................8
Competitive Comparison.................................................................................................................9
Market segmentation.....................................................................................................................10
Internal and External Analysis.......................................................................................................10
SWOT Analysis.........................................................................................................................10
PESTLE Analysis......................................................................................................................13
Conclusion.....................................................................................................................................15
References......................................................................................................................................16
Appendices....................................................................................................................................18
Appendix 1.................................................................................................................................18

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MARKETING STRATEGY AND PLAN
Appendix 2.................................................................................................................................19
Appendix 3.................................................................................................................................19
Appendix 4.................................................................................................................................20

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MARKETING STRATEGY AND PLAN
Introduction
The following business plan will provide a plan for the opening of a Huxtaburger store in
Belmont, Australia. The plan will offer a detailed layout of the business in Belmont and will
discuss the mission, vision and also get an idea on the strategic focus of the company in the new
store. The plan will also provide a clear and transparent financial statement that will help the
organization to prepare a proper plan for starting the business. The business will be established
under a new franchisee model in Belmont. The success of Huxtaburger in different regions in
Australia and the presence of a number of different colleges and educational institutions in
Belmont have led to the planning of the following business.
Aims and Objectives
The aim of Huxtaburger will be to open a strategic store in Belmont. The objectives of
the business are as follows;
 To select a strategic location for the store
 To ensure a proper marketing survey for the business
 To expand Huxtaburger in Belmont and provide a tough competition to KFC and
McDonald’s
Mission and Vision
The vision statement of Huxtaburger is the organizational development of the company
which is based totally on the corporate statement of the organization. The corporate statement of
the organization concentrates on the excellence of the organization and being best in the industry
(Brinckmann et al. 2015). The mission statement of the organization is also linked directly to the
corporate mission statement which suggests the importance of the activities like product, quality

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MARKETING STRATEGY AND PLAN
and superior pricing that defines the success factor of the business in the country. According to,
Ghezzi et al. (2015) the mission statement also states the expansion of Huxtaburger across
Australia to gain a share in the potential fast food service industry of Australia.
Location and Facilities
The new franchisee has decided to open the store in Belmont which is one of the suburbs
of Perth city in Australia. The franchise has plans to locate its store in close proximity to
Belmont City College which is one of the potential sites selected by most of the marketing
professionals of the different eatery companies. The following area is suitable because of the
presence of the college which will be providing a proper market for the organization. The store
will be located on Fisher Street which will help students from Belmont City College,
Cloverdale Primary School and Cloverdale education centre to easily visit the store. The
following store will have all the modern facilities in it to compete in the market and achieve a
healthy market share. The store will have online order facilities and other modern facilities to
serve the customers in the best possible way.
COMP Factors
Customer
The customers will be the main priority of the business and it is utmost important for the
business to manage the customers wisely (Harrington, 2016). The new store has fixed its target
market or the target customers as the college and school going students and also the office goers
in Belmont. The customers form an important part of the organization as because it is the
customers who have to be satisfied by the company.

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MARKETING STRATEGY AND PLAN
Organization
The organization has the reputation of being the best Burger makers in Melbourne. Since
the opening of the company in 2011, the company has made itself a name and also a culinary
icon in the city of Melbourne. Different critical reviews praising the burgers have poured in from
different sources of media. The food credentials are the main reasons for the success of the
company (Hopp & Greene, 2018). This has helped the organization to be one of the best in the
business. Therefore the new store also has to maintain all these parameters in order to maintain
the standards of Huxtaburger.
Target Market
The target market will appeal to the Robin professionals who are office goers and
especially the students and the school goers who are the consumers of burgers. The business will
also meet and underserved need for a restaurant family dining or coffee house establishment for
the numerous people staying in the area. The market segment is largely based upon the singles
who are aged between 16 to 35 years. Apart from this there also children graduate and
professional students who are attending different courses in the universities. There also some
tourist and other people who can be potential customers of the business. The targeting of the
demographic group with the young market especially the young males and females who are
regular college goers is the best strategy that can be taken by the company to meet its goals. A
market survey carried out by the marketing professionals of the company has shown a liking for
beef burger among the students of Belmont. Therefore the restaurant must innovate with beef
burger to attract more and more customers to the store. The management of the franchise in
Belmont has also plans to introduce new vegetarian flavors for some of the Asian students who
prefer a vegan meal (Hopp et al. 2018). The target market of the company therefore helps to

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MARKETING STRATEGY AND PLAN
ensure a better planning and the better strategy for the sustainability of the company. The
demographic analysis of the target market will also help the company to reduce cost and ensure
quality and the better productivity.
Product Description
The main products of the company are mainly the burgers which include Beef Burgers,
Chicken Burgers, Vegetarian Burgers, Breakfast Burgers and some special innovative Burgers.
Apart from this the Belmont store will also serve Soft Drinks, Coffee and different Kids packs.
However the main product that will be the product of the store will be different kind of Beef
Burgers which includes, Beef stack burgers, beef roll burgers and beef slice burgers along with
many more as such. The huge popularity of the beef burgers among the local students and the
residents will act as the main factor for such a choice.
Communication Plan
Communication plan is one of the major considerations that will have to be kept in mind
while the start of the new business. Some of the major steps that can be undertaken by the
company are as follows;
a. Performing Situational Analysis- It is important for the franchise that will be operating
the business of Huxtaburger in Belmont to carry out a situational analysis of the
organization. This will involve the performance of a communication audit that will
involve the training and brainstorming of the staff, conduction of different surveys and
talking to other departments of the company.
b. Defining the Objectives of the business clearly- The objective of the business will be to
top the list of eateries presently operating in and around Belmont, Australia. The eatery

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MARKETING STRATEGY AND PLAN
that will be located on Fisher Street will mainly focus on the serving of the best burgers
in the suburbs and earn a name of it which will also be helpful to gain a competitive edge
in the market.
c. Defining the main target customers of the business- As mentioned earlier the
identification of the target market and the target customers will be helpful for the
business to set the strategies of the business accordingly.
d. Identification of the different media channels- The identification of the media channels
will help to deliver the messages of the organization to the targeted customers easily.
e. Establishment of a scheduled Timetable- The communication objectives will be set by
maintain a scheduled timetable that will help in the delivery of better results in the
market.
Competitive Comparison
The direct competitors of the business are KFC and McDonalds. On the other hand
localized restaurants offering Burgers can also act as the competitors of the business
organization. McDonald's business is profit making in the Fast Food industry as compared to its
competitive extra burger. The gross margin of profit for McDonald's is more than 40% while
hipster burger has been earning around 35% of marginal profit. The presence of McDonald in
and around the globe along with Australia is crucial for success in the Fast Food Industry. On the
other hand extra burger has limited stores in and around the globe and is slowly expanding in
Australia (Hopp et al. 2018). The international experience of McDonalds cannot be compared
with that of extra worker. The marketing mix of McDonald’s thinks Global Act local. However,
the companies supports the supports the internalization and globalization of the elements to
create a competitive advantage. The organization must ensure that its structure seats in with its

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MARKETING STRATEGY AND PLAN
International environment while at the same time they are the internal factors that are required to
implement the strategic goal (McKenzie, 2017). The organization has to formulate its marketing
mix according to a specific set of guidelines that help to earn revenue. It is important to form a
proper and efficient strategy to overcome the weakness and prevail over the Rivals.
Market segmentation
The market opportunity analysis for Huxtaburger points out the strategies of the food
retail store in a proper way. The restaurant must be in proximity to new and existing residences
including the areas where the educational institutions are located. The presence of KFC and
McDonalds inside some of the college premises is a threat to the company. To counter the
following trait the organization have to be located just outside the university Complex and in a
location that is in close proximity to different officers and commercial complexes. The products
especially the burgers sold there will be positioned and marketed in such a way so that it can
finish a demand for the people who are regular visitors of the restaurant.
Internal and External Analysis
SWOT Analysis
STRENGTHS OPPORTUNITIES
 Popularity in Australia
 Strong franchise Network
 New Broilers in restaurants
 Presence of Strong Branding
 Market Expansion
 Market Penetration
 More Mobile outlets

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MARKETING STRATEGY AND PLAN
WEAKNESSESS THREATS
 Decreasing sales in mature markets
 Large Franchisees
 Unstable ownership
 Competition
 Prices of Raw Materials
 Business Permit issues
1. Strengths: The popularity of the restaurant chain in Australia is one of the biggest
strengths of the burger outlets. The business is almost present in every Australian city
with presence of mobile outlets in all the educational institutions present in the country.
The company operates approximately xx subsidiaries overall Australia that oversee the
franchise operations acquisitions and all the financial obligations. Extra burger seems to
be operating in the major cities of Australia. It has a large number of different franchises
and also different company owned outlets most of them are owned by franchises which
helps the company to earn more profit and reduce the cost of production. The company
has completed the rule out of new flexible broilers, fire born grilled ribs and also offers
other new facilities in the new outlets (McKenzie, 2017). Extra burger has added this
today new menu and has helped them get competitive edge over the other players in the
market. Branding is one of the main issues with most of the restaurant chains in
Australia. However Huxtaburger has prove themselves to be your special brand as their
marketing and Advertising campaigns are focus towards innovating the menus rather than
worrying about finances.
2. Weakness: The rise in the health conscious population has made it difficult for the
organization to earn enough reading this has affected the business as a whole. The
presence of such a gloomy financial future is surely one of the major weaknesses of the

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MARKETING STRATEGY AND PLAN
company (McKenzie, 2017). Large number of different franchise outlets as a thin the
increase in the difficulty to handle the operations along with the maintenance of quality.
The brand image of the company has suffered due to the presence of large franchises. The
unstable ownership of the company in the recent times has been a weakness for the
company the current Parent company is the result of the restructuring of the total
company.
3. Opportunities: Market expansion is one of the greatest opportunities for Huxtaburger.
The expanding and developing markets will be beneficial for the company. The
management of the company has targeted to expand itself in Australia especially in areas
like Belmont where there are lots of educational institutions. The courses and the main
customers of the company or persons attending the educational institutions, it is one of
the largest opportunities for the company to open their outlets near these institutions. The
strengthening of the outlet network can be achieved by deep penetration in the current
market (Simón-Moya & Revuelto-Taboada, 2016). This will help to increase revenue and
also attain a competitive edge in the market. Apart from the above mentioned
opportunities, the management of the company has decided to start new mobile outlets to
facilitate service for the different educational institutions. The presence of mobile outlets
will further increase the revenue production of the company.
4. Threats: The presence of KFC Subway McDonalds and some large scale organizations
are potential threats to the local company. The management of extra burger will find it
difficult to attend the target in Belmont because of the presence of different food outlets
like the mentioned once. The increasing price of raw materials will surely affect the
industry as a whole. Huxtaburger is no exception to this and their business is also going

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MARKETING STRATEGY AND PLAN
to suffer from similar problems. It will be a problematic process of collecting the
business permit to start the business in Belmont. A number of different people and
policies have to be followed mandatorily to start the business smoothly.
PESTLE Analysis
The business executives of the company are likely to exit control over the different aspects
that arise in the internal environment with the potential to either positively or negatively
influenced the operating and the reported financial results. The internal and external environment
of a business is extremely important to gauge and predict the future of the organization. The pest
analysis of the company will help to determine the macro analysis of the Macro environment
elements that influence the industry both directly and indirectly.
1. Political- the Australian government demonstrators Awareness of the competitive
landscape that characterizes the Fast Food industry as an essential service sector of the
consumer land service industry (Simón-Moya & Revuelto-Taboada, 2016). The positive
projection helps to stabilize the Australian political climate and makes it easier for the
business to carry on. The establishment of the Australian competition and consumer
Commission provides fair ground for the business and consumer rights are equally
protected. This helps the government as well as the business to have a clear
communication with each other.
2. Economy- the economy of Australia demonstrates an annual average growth in GDP by
approximately 3%. The country witnessed an economic downturn posting just 0.8%
during the financial crisis of 2008. However, the country has changed since then and the
prospect of investing in the country has emerged as one of the most important factor that
helps to recover the economy of the nation. The Rise of the food service market is

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MARKETING STRATEGY AND PLAN
predicted to increase with the increase in the number of operators and the demand of the
majority of the sector (Hopp & Greene, 2018). Apart from this the demand of the people
has been increasing since the last few years. This is also one of the major factors that help
to increase the economy of the country. The increase in the level of the disposable
income has laid the most of the Australian population to project themselves in the fast
food outlets. This is surely a positive prospect for the business organization.
3. Social- violet continent presents an efficient unorganized social movement that is
officially aligned to ethnic and racial inclusiveness. The country is now home to diverse
range of peoples with diverse cultures and can therefore be called to be a country with a
Cosmopolitan population. The presence of different cultures and different people in the
country leads to the need for a diverse range of food demands. The labor market of
Australia is characterized income based promotions which helps the Australian economy
to take advantage of the prospects of social agility (Hopp & Greene, 2018). The changing
scenario of the social life of Australia will help the business to establish itself easily.
4. Technological- the technological advancements in the business nowadays dresses to the
cost reduction and maintenance of higher quality in the products. The technological
survey has highlighted the increased National output in real technological Investments. It
helps the country to be among the most connected nations which have used technology in
different industries. Huxtaburger has been using different lean Technologies to manage
its production and increase its revenue. Technology does seats at the code of transforming
the service delivery of the organization to the customers with convenience, cost reduction
and competitive pricing that decided to be the primary drivers. The franchise has also
decided to start an online application of Huxtaburger to easily manage the delivery

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MARKETING STRATEGY AND PLAN
5. Environmental Factors- The environmental factors will have to be considered by the
franchisee which will be in charge of the following establishment. This includes ensuring
less pollution and using green technologies to run the store. The customers can be served
environment friendly plates or recyclable plates for serving food and jute bags can be
used to pack foods. Such kind of different technologies will help the organization to
maintain a sound environmental policy.
6. Legal Factors- The franchisee that will be in charge of the upcoming store in Belmont
will have to ensure the compliance of all the legal rights, policies and procedures of
Belmont. The management of the store will also have to ensure to have in place all the
required documents that will be needed to start and operate the business in a smooth
manner.
Conclusion
The following business plan has been constructed using different kinds of marketing
strategies and demographic divisions. The description of the locational strategies along with the
different kinds of other marketing strategies like the micro and macro environmental strategies
are helpful for the set up of the new business in Belmont. The proper implementation of the
business is possible only with the following of the following steps in a proper manner.

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MARKETING STRATEGY AND PLAN
References
Belmont. (2018). Belmont. [online] Available at:
https://www.google.co.in/maps/place/Belmont+WA+6104,+Australia/@-
31.9588077,115.9339219,17z/data=!4m5!3m4!
1s0x2a32bb8fecef6dc3:0x504f0b535df3fb0!8m2!3d-31.945!4d115.927 [Accessed 19
Sep. 2018].
Brinckmann, J., Dew, N., Mayer-Haug, K., Read, S., & Grichnik, D. (2015). OF THOSE WHO
PLAN: A META-ANALYSIS OF THE RELATIONSHIP BETWEEN HUMAN
CAPITAL AND BUSINESS PLANNING (SUMMARY). Frontiers of Entrepreneurship
Research, 35(3), 6.
Ghezzi, A., Cavallaro, A., Rangone, A., & Balocco, R. (2015, April). A Comparative Study on
the Impact of Business Model Design & Lean Startup Approach versus Traditional
Business Plan on Mobile Startups Performance. In ICEIS (3) (pp. 196-203).
Harrington, H. J. (2016). Business Plan. The Innovation Tools Handbook, Volume 1:
Organizational and Operational Tools, Methods, and Techniques that Every Innovator
Must Know, 61.
Hopp, C., & Greene, F. J. (2018). In Pursuit of Time: Business Plan Sequencing, Duration and
Intraentrainment Effects on New Venture Viability. Journal of Management
Studies, 55(2), 320-351.

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MARKETING STRATEGY AND PLAN
Hopp, C., Greene, F. J., Honig, B., Karlsson, T., & Samuelsson, M. (2018). Revisiting the
influence of institutional forces on the written business plan: a replication
study. Management Review Quarterly, 1-38.
McKenzie, D. (2017). Identifying and spurring high-growth entrepreneurship: Experimental
evidence from a business plan competition. American Economic Review, 107(8), 2278-
2307.
Simón-Moya, V., & Revuelto-Taboada, L. (2016). Revising the predictive capability of business
plan quality for new firm survival using qualitative comparative analysis. Journal of
Business Research, 69(4), 1351-1356.
Simón-Moya, V., & Revuelto-Taboada, L. (2016). Revising the predictive capability of business
plan quality for new firm survival using qualitative comparative analysis. Journal of
Business Research, 69(4), 1351-1356.
Ward, J. (2016). Keeping the family business healthy: How to plan for continuing growth,
profitability, and family leadership. Springer.

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MARKETING STRATEGY AND PLAN
Appendices
Appendix 1
Figure No 1: Fisher Street
Source: (google.co.in/maps/place/Belmont+WA+6104,+Australia)

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MARKETING STRATEGY AND PLAN
Appendix 2
Fixed Expenses
Fixed Expenses
Bldgs / Real Estate
$
15,000
Leasehold Improvements 2,000
Capital Equipment 10,000
Location / Admin Expenses 9,500
Opening Inventory -
Advertising / Promo Expenses 6,000
Other Expenses 50,000
Total Fixed Expenses
$
92,500
Variable
Expenses
Inventory or Materials 0.0
Direct labor (includes payroll taxes) 0.0
Other expenses 0.0
Other expenses 0.0
Salaries (includes payroll taxes) 0.0
Supplies 0.0
Total Variable Expenses 0%
Breakeven Sales level = 92500
Appendix 3
Year 1
Annual cumulative price (revenue) increase -
Annual cumulative inflation (expense) increase -
Interest rate on ending cash balance 0.50%

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MARKETING STRATEGY AND PLAN
Year 1
Gross revenue $3,813,000
Cost of goods sold $225,000
Gross margin $3,588,000
Other revenue [source] $0
Interest income $0
Total revenue $3,588,000
Operating expenses
Sales and marketing $6,000
Payroll and payroll taxes $50,000
Depreciation $5,400
Maintenance, repair, and overhaul $0
Total operating expenses $61,400
Operating income $3,526,600
Interest expense on long-term debt $0
Operating income before other items $3,526,600
Loss (gain) on sale of assets $0
Other unusual expenses (income) $0
Earnings before taxes $3,526,600
Taxes on income 30% $1,057,980
Net income (loss) $2,468,620
Appendix 4
Assets Initial balance Year 1
Cash and short-term investments $0 ($47,580)
Accounts receivable 0 0
Total inventory 0 0
Prepaid expenses 0 0
Deferred income tax 0 0
Other current assets 0 0
Total current assets $0 ($47,580)
Buildings $15,000 $15,000
Land 0 0
Capital improvements $ 2,000

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MARKETING STRATEGY AND PLAN
2,000
Machinery and equipment
$
10,000 10,000
Less: Accumulated depreciation expense 0 5,400
Net property/equipment $27,000 $21,600
Goodwill $0 $0
Deferred income tax 0 0
Long-term investments 293,000 50,000
Deposits 0 96,280
Other long-term assets 0 0
Total assets $320,000 $120,300
Liabilities Initial balance Year 1
Accounts payable $65,000 $65,000
Accrued expenses 0 0
Notes payable/short-term debt 0 0
Capital leases 0 0
Other current liabilities 0 0
Total current liabilities $65,000 $65,000
Long-term debt from loan payment calculator
200,00
0 $0
Other long-term debt $0 $0
Total debt $265,000 $65,000
Other liabilities 0 0
Total liabilities $265,000 $65,000
Equit
y Initial balance Year 1
Owner's equity (common) $50,000 $50,000
Paid-in capital 0 0
Preferred equity 0 0
Retained earnings 0 0
Total equity $50,000 $50,000
Total liabilities and equity $315,000 $115,000