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Launching a New Australian Mexican Fast Food Franchise in New Zealand

   

Added on  2019-09-24

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Running Head: MARKETING STRATEGYMARKETING STRATEGY REPORT[Document subtitle]
Launching a New Australian Mexican Fast Food Franchise in New Zealand_1

MARKETING STRATEGY1Executive SummaryZambrero is a company of food chain industry and provides Mexican food. The business wants to expand by opening a new Australian Mexican fast food Franchise. Being a marketing managerof the business, I have developed the report in order to open a new franchise near the Massey Albany Campus. Further the report includes the situational, competitor and company environment which will help in understanding the impact of the environment on our business andwhat strategies we will make in order to adjust in the new environment. The report will help in understanding the competitive advantage of our business. Further, the recommendations are also given with respect to product, price, place and promotion.
Launching a New Australian Mexican Fast Food Franchise in New Zealand_2

MARKETING STRATEGY2ContentsIntroduction.................................................................................................................................................31.The Situational Environment...............................................................................................................31.1Demand and Demand Trends...................................................................................................31.2Social and Cultural Factors......................................................................................................31.3Demographics.............................................................................................................................41.4Economic and Business Conditions..........................................................................................41.6 Current Political/Legal/Regulatory Factors..................................................................................42.The Competitor Environment..............................................................................................................53. The Company Environment.....................................................................................................................63.1 Overall Strategy...............................................................................................................................63.2 Marketing Channels and Communication Strategies...................................................................63.3 SWOT Analysis................................................................................................................................73.4 Positioning........................................................................................................................................84. Competitive Advantage...........................................................................................................................8Recommendation........................................................................................................................................9Conclusion...................................................................................................................................................9REFERENCES..............................................................................................................................................11
Launching a New Australian Mexican Fast Food Franchise in New Zealand_3

MARKETING STRATEGY3Introduction Zambrero is a Mexican company of food chain industry. The company was established in 2005 by Dr. Sam Prince in Australia. The company has more than 100 restaurants across the various countries like Australia, Thailand, New Zealand and Ireland. Zambrero is committed in order to tackle the hunger of the world with the help of its program i.e. Plate 4 Plate. A customer who will purchase at the restaurant, a plate food is donated to the one who is in need of it. The company is able to do this with the help of an international agency of relief hunger i.e. Stop Hunger. The agency distributes food to the various countries which are not able to get satisfactory nutrition through the various feeding programs at the school. The menu of the Zambrero is healthy which includes tacos, burritos, nachos, etc. and all these are made of innovative ideas and fresh ingredients (Zambrero.co.nz, 2016). Further, the report includes the marketing strategy for the Albany franchise which is going to establish in New Zealand.1.The Situational Environment1.1 Demand and Demand Trends The demand of Australian Mexican food near the campus of Massey Albany is very high as thereis no restaurant near the campus which provides only Mexican food and the survey was conducted in order to know the response of the residents near the campus towards the Mexican food, the result showed that more the 75 percent people like Mexican food but they don’t have any nearby restaurant which provides Mexican food (Castronovo, C., & Huang, L. 2012).. The survey showed that the young generation is more attracted towards the Mexican food. The franchise will be able to get huge benefits in future as the Mexican food is very much in demand.1.2 Social and Cultural Factors The location near the campus of Massey Albany consists multi-cultural people as the campus hasvarious local and non-resident students and there are many commuters and local residents. There are various social and cultural factors which will impact our business positively, but most importantly lifestyle of the people will impact us (Pavlou et al., 2015). As people are in a hurry and they, don't have much time to waste in consuming food because of their busy schedule, so they want healthy and light food as they are health conscious. The franchise will succeed in
Launching a New Australian Mexican Fast Food Franchise in New Zealand_4

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