Marketing Plan for Taco Bell in Australia

Marketing Plan
MARKETING
STRATEGY FOR
(10267841)
Words:

Marketing 1
Contents
1. Situation Analysis........................................................................................................................3
1.1 SWOT analysis......................................................................................................................3
1.2 PESTLE analysis...................................................................................................................4
Table 1: PESTLE of Taco Bell in Australia............................................................................4
1.2.1 Political factor.....................................................................................................................4
1.2.2 Economic factor..............................................................................................................5
1.2.3 Social factors..................................................................................................................6
1.2.4 Technological factors......................................................................................................6
1.2.5 Legal factors...................................................................................................................6
1.2.6 Environmental factors.....................................................................................................6
2. Marketing goal of Taco Bell........................................................................................................6
3. MARKETING STRATEGY.......................................................................................................7
3.1 Target Customers...................................................................................................................7
3.1.1 Demographic Segmentation............................................................................................7
3.1.2 Psychographic segmentation..........................................................................................7
3.1.3 Behavioral Segmentation................................................................................................8
Target segment profile.................................................................................................................8
3.2 Value Proposition..................................................................................................................8
3.3 Positioning Maps...................................................................................................................9
Figure 4: Healthiness VS Target Market.................................................................................9
4. Marketing Tactics........................................................................................................................9
4.1 Product...................................................................................................................................9
4.2 Price.....................................................................................................................................10
4.3 Place.....................................................................................................................................11
4.4 Promotion............................................................................................................................11
4.4.1 Social media marketing................................................................................................11
4.4.2 Event promotion...........................................................................................................12
4.4.3 Sales promotion............................................................................................................12
4.4.4 Advertisement...............................................................................................................12

Marketing 2
References......................................................................................................................................13

Marketing 3
1. Situation Analysis
Taco Bell is the food chain that has been working across the globe with the purpose to expand
Mexican food awareness among the people by providing healthy food options to their customers
around the world. In the Australian market, the competition has found to increase from top
global brands like Mc Donald’s, Zambrero and Guzman Y Gomez (Bull & Sitas, 2016). To
develop a marketing plan, an internal analysis will be completed.
1.1 SWOT analysis
Strengths Weakness
 Stores established across the globe
 Global recognition
 Large number of strong employee
competencies
 Quick service
 Healthy food options
 Increased competition in the Australian
market
 Increasing obesity among the
Australian population
Opportunities Threats
 New product development in Australia
 Localisation
 Increase in health consciousness among
the Australian population
 High labour intensive