Marketing Consultancy Report

Added on - 21 Jul 2020

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MARKETINGCONSULTANCY
Table of ContentsINTRODUCTION...........................................................................................................................1INTRODUCTION TO COMPANY...............................................................................................1Outline of company...................................................................................................................1Current positions in market -......................................................................................................1Problems of organisation-..........................................................................................................2Situational analysis of business...................................................................................................2Macro environment-..................................................................................................................3Micro environment.....................................................................................................................5Internal environment.................................................................................................................6CONCLUSION.............................................................................................................................10REFERENCES..............................................................................................................................11
INTRODUCTIONWagamama is a fast food company placed in London, they concentrate on Japanesefood items and use herb like burger, sausages and are using best quality of food items in theirbusiness. Initially at the time of start up they have analysed market very well which includingcompetitors, customers and production and gained huge profit in their business activity. Theyhave planned to increase business in other destinations like Burgare market ,de la Croix-Rousseetc. and have performed successfully initially after some time they have faced issues incollecting revenues in new ventures, maintaining workforce management and inventory andtransportation and promotional strategy(Zhao, 2011). These are some of the main issues fordownfall of business in competitive market. As a market consultant of it is very important toanalyse different business issues in macro and micro environment and their effect on companybusiness. These issues are very severe and if they are not sorted out quickly it can lead todownfall of the organisation.INTRODUCTION TO COMPANYOutline of companyWagamama was founded in 1992 by Aana You. It was having an international chain ofrestaurant and having their restaurant base in more 140 places in all round the world. It hasestablished its base in Bloomsbury London. The food industry has increased their base in morethan 120+ locations in all over UK (Li, 2011) . It is a famous brand which follows values andethics in their business policies. Company have effective planning and strategies in businessenvironment. In very small time they have captured market of UK with their unique foodproducts. They were named as “naughty child” by other restaurant because restaurant hascaptured whole market chain with their new and healthy food products. The company is knownfor providing fresh food at relatively cheaper rate.Current positions in market -They always tried to capture market with innovative food products. They initially haveunique marketing strategy to capture different genre and class of people but after some time theyhave majorly concentrated targeting high profile posh area so to increase their revenuebase(Zhao, 2011). In current scenario they have different programmes and planning to increase1
their restaurant base near schools and sporting ground to increase their productivity in businessplace(Holahan, 2012).Problems of organisation-In current market place company is facing different problems in market-Collection of revenue - Since company is at more than 120 location in all over UK. It isdifficult for them to collect revenue form different ventures which result in downfall ofcompany in their businessMaintaining workforce – Owner of company is in Japan so he will find it difficult tomaintain different workforces form there. With increase in business top level managers arefinding it difficult to manage workforces and control every factors and aspect in their businessactivity.Inventory management – Wagamama mainly concentrate on organic food, even their fastfood contains herbs and lots of vegetables but some of them are not available in UK hence theyfind it difficult to manage inventory in all 120 locations(Holahan, 2012).These are some important factors which has decreased revenues and increase loss in theirbusiness.Situational analysis of businessWagamama is a fast food restaurant dealing different Japanese food , It is a soleproprietorship business hence the owner ins only responsible for all profits, risks and revenue inmarket structure. The company has started their business in Bloomsbury London and increasedtheir ventures to other geographical destination. Main objective of company is to increase andexpand their business in posh geographical area. The business was running successfully but aftersome time they have faced problems maintaining their business activity because owner has notanalysed marker in new destinations and are unable to fulfil demands of customers. As amarketing consultant before suggesting right approach and scenario. It is essential to monitor andcalculate all internal and external factor of business activity which can be rectified to increasetheir value and profit in different markets.For analysing different elements and factors used in market organisation must understanddifferent tools and techniques for better analysis of data in both micro and macro environment2
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