Marketing Management for Wagamama Restaurant Chain UK

Marketing Management

TABLE OF CONTENTS
introduction......................................................................................................................................1
tasks.................................................................................................................................................1
1. Marketing environment analysis..............................................................................................1
2. Key issues of restaurant chain.................................................................................................5
3. Marketing objectives...............................................................................................................6
4. Critical evaluation of the segmentation, targeting and positioning strategy of restaurant
chain.............................................................................................................................................6
5. Recommendation for selected three marketing mix elements.................................................8
6. Critical evaluation of Corporate Social responsibilities of Wagamama..................................9
conclusion........................................................................................................................................9
references.......................................................................................................................................10

TABLE OF FIGURES
Figure 1: Porter's Five Force Model................................................................................................4
LIST OF TABLES
Table 1: SWOT analysis of Wagamama.........................................................................................1
Table 2: Pestle analysis of Wagamama restaurant chain UK..........................................................2

INTRODUCTION
Marketing management can be defined as a process of planning and supervision of new
product development, advertisement, promotion and sales of an organization (Nwokah and
Ahiauzu, 2009). The current research report is based on marketing management and it focuses on
a local and international restaurant chain “Wagamama” of UK. Research study will focus on the
marketing environment analysis and determining the major issues associated with this company.
Along with this, it shed lights on the process of developing objectives and marketing strategy for
organization. Study will apply different tools and techniques of marketing management. Further,
it will discuss segmentation, targeting and positioning strategy of the company. Including this,
evaluation of CSR policy of restaurant chain is also included in the following paragraph of the
report.
TASKS
1. Marketing environment analysis
Marketing environment analysis can be defined as a process of understanding the local
and international as well as internal and external environment of the company which may affect
the differ5ent operational activities of the organization (Fleisher and Bensoussan, 2003). There
are different tools and techniques which can be used by Wagamama for analyzing its internal,
external and competitor environment. These tools are described as under:
SWOT analysis:
Internal environment can be analyzed by using SWOT analysis which includes strength,
weaknesses, opportunity and threats of the company. SWOT analysis of Wagamama is as
follows:
Table 1: SWOT analysis of Wagamama
Strength:
 Great, fresh and nutritious food for
customers.
 Clean and simple designs and
decoration.
 Quick and user friendly customer
services.
Weaknesses:
 Low awareness of customers about the
Wagamama at international level.
 Lack of brand gratitude outside the
United Kingdom (Richards and
Padilla, 2009).
 High pricing policies reduces the total
1 | P a g e