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Marketing Management Assignment | Wagamama

   

Added on  2019-12-03

14 Pages3696 Words1220 Views
Marketing Management

TABLE OF CONTENTSIntroduction..........................................................................................................................................4tasks......................................................................................................................................................41. Marketing environment analysis..............................................................................................42. Key issues of restaurant chain.................................................................................................73. Marketing objectives................................................................................................................84. Critical evaluation of the segmentation, targeting and positioning strategy of restaurantchain.............................................................................................................................................85. Recommendation for selected three marketing mix elements...............................................106. Critical evaluation of Corporate Social responsibilities of Wagamama................................11conclusion...........................................................................................................................................12references............................................................................................................................................13

TABLE OF FIGURESFigure 1: Porter's Five Force Model................................................................................................6LIST OF TABLESTable 1: SWOT analysis of Wagamama.........................................................................................4Table 2: Pestle analysis of Wagamama restaurant chain UK..........................................................5

INTRODUCTIONMarketing management can be defined as a process of planning and supervision of newproduct development, advertisement, promotion and sales of an organization (Nwokah andAhiauzu, 2009). The current research report is based on marketing management and it focuses ona local and international restaurant chain “Wagamama” of UK. Research study will focus on themarketing 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 fororganization. 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 thereport. TASKS1. Marketing environment analysis Marketing environment analysis can be defined as a process of understanding the localand international as well as internal and external environment of the company which may affectthe differ5ent operational activities of the organization (Fleisher and Bensoussan, 2003). Thereare 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 asfollows:Table 1: SWOT analysis of WagamamaStrength:Great, fresh and nutritious food forcustomers.Clean and simple designs anddecoration.Quick and user friendly customerservices.Provide authentic and exotic noodlehouse experience to all customers. Weaknesses:Low awareness of customers about theWagamama at international level.Lack of brand gratitude outside theUnited Kingdom (Richards andPadilla, 2009).High pricing policies reduces the totalnumber of customers as compare tothe other restaurant chains of UK.Lack of privacy of customers. 4| P a g e

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