Digital and Direct Marketing Plan Report for Zambrero (University)

This report details a digital and direct marketing plan for Zambrero, a fast-food chain. It begins with an executive summary, followed by a situational analysis that encompasses both macro (PESTLE) and micro (SWOT) environmental analyses, providing a comprehensive overview of the competitive landscape and internal capabilities. The report then outlines the organization's objectives, strategy development, including segmentation, target consumers, and positioning. It delves into the marketing mix and specifies tactics and actions required to achieve the set goals. The report concludes with actionable recommendations and a discussion of controls to ensure the plan's effectiveness. The report focuses on leveraging digital and direct marketing techniques to enhance Zambrero's market presence and engage with its target demographic, emphasizing the importance of corporate social responsibility and health-conscious consumer preferences within the Australian market.

Running head: DIGITAL AND DIRECT MARKETING
Digital and direct marketing
Name of the student
Name of the university
Author note

1DIGITAL AND DIRECT MARKETING
Executive summary
This is a report, which will portray the digital and direct marketing plan for the organization
named Zambrero. This report will include the situational analysis that consist of the macro
environment analysis and the microenvironment analysis. This will include the pestle analysis in
the macro analysis and the internal analysis will include SWOT analysis. The objectives of the
organization will be discussed in brief to identify the necessary actions that have to be taken
based on the needs of Zambrero. The report will conclude with the actions and tactics that have
to be applied in order to achieve the strategy that has been developed. Zambrero is a chain of
restaurants in Australia who serves Mexican food to its consumers. The chain of restaurants
started in the year of the 2005 in Braddon and then it expanded nationally and internationally.
The organization consists of 110 outlets all over the world and is one of the leading fast
franchises in the world. The organization is involved in many social activities and is aimed at
reducing global hunger. Dr Sam Prince is the owner of this chain of restaurants and the chain is
available in 145 locations all over the world. Thus, the conclusion that can be drawn from the
report is that Zambrero has a good reputation in the market so it essential that the organization
uses this asset to get involved in more corporate social responsibility activities. The marketing
environment of the organization is feasible and is appropriate for investment so the organization
will have to capitalize on the situation to gain competitive advantage in the market.

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Table of Contents
Introduction......................................................................................................................................3
Situation analysis.............................................................................................................................3
Macro environment......................................................................................................................4
Internal environment....................................................................................................................8
Objective setting..............................................................................................................................9
Strategy development......................................................................................................................9
Segmentation, target consumers and positioning........................................................................9
Marketing mix...........................................................................................................................10
Tactics............................................................................................................................................11
Actions...........................................................................................................................................13
Controls..........................................................................................................................................13
Actionable recommendations........................................................................................................14
Conclusion.....................................................................................................................................14
Reference.......................................................................................................................................15

3DIGITAL AND DIRECT MARKETING
Introduction
This is a report, which will portray the digital and direct marketing plan for the
organization named Zambrero. This report will include the situational analysis that consist of the
macro environment analysis and the microenvironment analysis. This will include the pestle
analysis in the macro analysis and the internal analysis will include SWOT analysis. The
objectives of the organization will be discussed in brief to identify the necessary actions that
have to be taken based on the needs of Zambrero. The strategy will be developed based on these
objectives and will include the digital and direct marketing plan of the organization. The report
will conclude with the actions and tactics that have to be applied in order to achieve the strategy
that has been developed. Zambrero is a chain of restaurants in Australia who serves Mexican
food to its consumers. The chain of restaurants started in the year of the 2005 in Braddon and
then it expanded nationally and internationally (Zambrero 2017). The organization consists of
110 outlets all over the world and is one of the leading fast franchises in the world. The
organization is involved in many social activities and is aimed at reducing global hunger. Dr Sam
Prince is the owner of this chain of restaurants and the chain is available in 145 locations all over
the world.
Situation analysis
The situation analysis will analyze the macro environment and the internal environment
of the fast food chain industry to identify the present opportunities, the external and the internal
threats the organization will be facing.

4DIGITAL AND DIRECT MARKETING
Macro environment
Political
The Australian government has recognized the fast food industry as one of the sub sectors
of the consumer industry, which is highly competitive in nature. The political environment of the
country is stable and this is the sole reason for the rapid growth in the economy of the
organization. Various analysts predicted that the fast food industry would contribute 32 % of the
total value provided by the consumer service by the end of 2017. The legal system of the country
is transparent and this has helped in the reduction of the corruption especially in the service
sectors. The government of the country has made efforts to ensure that there is no unbiased in the
practices in the industry. The government wants to protect the national economy and in order t
do so they are promoting competitive pricing and restraining the unnecessary increase in the
price (Hollensen 2015). Moreover, the government are holding the organizations responsible for
the pricing policies they have been exercising. The government has facilitated the foreign direct
investment so that the growth of the economy is boosted. The government authorities have
implemented policies, which will eliminate illegal financing and money laundering in the
industry. The taxation of the country is liberal which has grabbed the attention of many foreign
investors in the market. Thus, the political environment of Australia is appropriate for the
development of Zambrero and they can easily capitalize on this opportunities in the market.
Economic
There has been rapid growth in the economy of Australia and the gross domestic product
of the country has been increasing by almost 2.8% until the global financial crisis. However, the

5DIGITAL AND DIRECT MARKETING
country has been able to recover and is one of the fastest growing economies. Australia has made
efforts to digitalize the economy by increasing the direct private investment and the consumption
expenditure. The food industry has been one of the major contributors for the development of the
economy of Australia. However, even though the economy of the country has been able to
recover, the risk of inflation is still eminent in the market. The food service industry is one of the
promising sectors in the market, which has the potential of growing at a fast rate. The popularity
of the fast food industry is still very prominent as it is one of the aspects of the Australian culture
(Pike and Page 2014). Various surveys show that the Australian population is visiting the
economy very frequently. The disposable income of the population is high and it is one of the
major reasons for the growth of the fast food chains.
Social
The population of the country consists of the diverse cultures and can be considered a
cosmopolitan population. The variation in the environment and the immigrant culture has
significantly influence the lifestyle of the people as they belong to different cultural background
and have difference in their lifestyles. The dominant language in the country is English but still
can be considered multi linguistic. The majority of the population of the country is of age 55 or
higher; this is one of the concerns for the country as it is difficult to maintain the sustainability of
the economy in the future. This composition will increase the dependency of the population on
aids from the government. The majority of the population who visits these fast chains are
between the ages of 14-29 and comprises 86% of the population (Malhotra and Malhotra 2012).
Various surveys have shown that the population in the country is one of the major spenders on
the fast food consumer market. However, the obesity level of the people is high and this has
given rise to various campaigns regarding the food habits of the people. Thus, the population

6DIGITAL AND DIRECT MARKETING
have become aware of the health issues and willing to pay for healthy food products. This has
lead the people to go for healthier options and the population is expecting a balanced diet. Thus,
Zambrero will have to provide the consumers in the market with some healthier options. The
population of the country searching for healthier option in the market so Zambrero will have to
make sure that they are able to cater to this segment.
Technological
Globalization has led to the technological advancements and provided the organization
with many opportunities. This has facilitated the reduction in the cost and high quality
connectivity in both national and international market. Australian government have increased the
investment in technologies and it has made the nation as one of the most connected in all over
the world. Information technology is the major contributor of technological innovation and
growth in the economy. Technology is one of the major factor for providing the consumers with
a experience that is satisfactory (Solomon 2014). The trends suggest that the majority of the
companies in the market will be making use this technological advancement to provide the
consumers with a better consumer experience. Ecommerce is one of the booming industry in
Australia so Zambrero can utilize this opportunities to use online media to increase their
consumer base. This will definitely help in the increase in the growth of the sales of the
organization, as the penetration of the online media is more than the conventional form of media.
Legal
The legal environment has a great impact on the business environment of the
organizations in the market. The organization will have o alter their operations from time to time
due to the change in the legal rules and regulations in the business environment. However, the

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Australian legal rules and regulations are liberal and this provides the organizations in the
industry to capitalize on the situation in the market. The rules and the regulations for the direct
investors in the market are liberal which means that it will facilitate in the growth of the
economy (Chaffey, Smith and Smith 2013). Although the business rules and regulations are
liberal, the food industry has some strict guideline, which they have to abide by. The legal
system of the country is well knitted so that it could protect the organizations from any illegal
activities.
Environmental
The government of Australia are the leaders in maintaining the sustainability of the
environment. The government is focused on protecting the rare species of flora and fauna in the
country. The government has promoted business which is friendly to he environment and the
laws regarding the environment quite strict and can be penalised. These have protected the
biodiversity in the continent of Australia (Galizzi and Venturini 2012).
Thus, from the pestle analysis of the food industry in Australia suggests that it is a
growing market and Zambrero has the opportunity of expanding their business by increasing the
number of the consumers. The use of online media and digital market is in trend, which means
that the organization can use digital and direct marketing to penetrate further into the market.

8DIGITAL AND DIRECT MARKETING
Internal environment
SWOT analysis
Strength Weakness
 Provides high quality of food and
services
 Affordable pricing
 Fast delivery
 Corporate social responsibility
 Good brand image
 Diversity in the products offered is less
 Conventional method of marketing
 Technological development
Opportunity Threat
 Industry growing at a rapid rate
 High disposable income of the people
 Technological development
 Digital and direct marketing
 High competition in the market
segment
 Market entry barriers are low
 Population becoming more health
conscious
Table 1
(Source: created by author)

9DIGITAL AND DIRECT MARKETING
Objective setting
The objectives of the organization are as follows:
 Increasing the digital marketing presence by engaging with the customers
 Target market for the organization are the consumers varying from the age between 16-
38
 Highlighting the benefits of having healthy food with an appropriate balance in the diet
 Highlighting the social conscious
Strategy development
Segmentation, target consumers and positioning
Australian market is highly diverse and have a high disposable income, the organization
is choosing the consumer based on their demographics, behaviour and geographic location. The
Australian people have a culture of eating outside and recently they have the become aware of
the health issues. Thus, a large number of population wants to have healthy food where there is
balance diet. However, there are consumers between the age of 14-38 have the maximum affinity
for fast food and restaurants (Rothaermel 2015). However, based on behaviour it is evident that
the majority of the population are outgoing and have the tendency of spending money on eating
outside where their food is tasty and healthy. The psychographic segmentation also suggests that
the majority of the consumers in the market prefer Mexican food as it is spicy and is different
from what the other competitors in the market are serving.
Thus, the target consumers for the organizations are the population which is between the
age of 14-38. This is because of the fact that from the segmentation of the market it has been
identified that the majority of the consumers are from this age group. The cultural diversity of

10DIGITAL AND DIRECT MARKETING
the country is high so it makes easier to cater to the younger generation as they are ready to try
something new. The population who are above the age of 40 do not like to experiment which
means that it is tough to change the food habits of people who are quite aged. It will be easier to
convince the chosen market as they are open to change and wants to try something new that is of
good quality (Keegan and Green 2015).
Zambrero serves only Mexican food to its consumers and so the organization has
positioned the product as healthy, tasty and good quality. The target segment of Zambrero is
niche so the organization will have to use their unique selling proposition to convey their
message through the conventional and the digital media so that they can further penetrate into the
market. The organization has provided free food to the people in need and have been involved in
a lot of corporate social responsibility activities. Thus, Zambrero will have to host events so that
they are able to convey their positioning to the consumers and their families.
Marketing mix
There are two types of products in the marketing mix, one is the marketing mix of a
product and other is the marketing mix of service. The marketing mix of Zambrero will consist
of the four p’s of marketing which includes the pricing, promotion, product and place.
Product
The marketing mix of the product will include the quality that is being offered by
Zambrero. The product offered here is different from the other competitors in the market and that
is the unique selling proposition. The organization is trying to provide best quality food at
affordable which consist of a balanced diet. The organization focuses on take aways more than

11DIGITAL AND DIRECT MARKETING
the other services so this can provide Zambrero with competitive advantage in the market
(Gordon 2012).
Pricing
The products are available at affordable as majority of the consumers vary from
the age 14-38. The pricing strategy of the organization is trying to promote that the good quality
of food at a price which can be afforded by a variety of consumers (Rettie, Burchell and Riley
2012). Zambrero also provides discounts on a regular basis which is able to attract the majority
of the target consumers.
Place
The location of the restaurant has to be in the prime location so it can grab the
attention of the majority of the consumers. Zambrero consist of chain of restaurants os each of
the location will have to be apt for the successful business of the organization (Gbadamosi 2013).
Promotion
The organization will have to use both conventional and the online marketing
media so that they are able to reach maximum number of consumers at an affordable price. This
will consist of direct and digital marketing so that the organization can gain competitive
advantage on its competitors in the market (Huang and Sarigöllü 2014).
Tactics
The promotional strategy of the organization will include the direct marketing and digital
marketing. This is because of the fact that technological advancement and the online media is