Marketing Strategy and Plan for Huxtaburger in Belmont, Australia

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.