Starting a Business and Fundamentals of Marketing

This study material from Desklib discusses the skills and experience required to start a restaurant business, with a focus on Rolling Meals, a London-based restaurant that offers a fusion of traditional and fast food. The material covers PESTEL analysis, SWOT analysis, competition analysis, industry analysis, STP analysis, and marketing plan. It also includes a brand name, tagline, mission, vision, and products and services of Rolling Meals.

Starting a Business and
fundamentals of
Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK...............................................................................................................................................3
PESTEL analysis.........................................................................................................................3
SWOT Analysis..........................................................................................................................4
Competition analysis...................................................................................................................5
Industry Analysis........................................................................................................................6
STP analysis................................................................................................................................7
Marketing Plan............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Rolling Meals is a restaurant which is going to open in London, UK. It is restaurant which is
based on a truck these. In this makers modify a truck in order to build a unique restaurant and
make it a two food restaurant in order to provide complete new business ideas (Akrout and
Diallo, 2017). It is providing fusion of traditional food items and fast food which is highly
demands among youth. In today's time, people are increasingly aware about health which create
demands of healthy food but still, people like taste of fast food. In order to overcome of this
market gap, Rolling Meal is providing a solution to their customers. There are various skills and
experience is required in order to carry out this business. Individual should have knowledge and
skills in restaurants business which allow them to open a restaurants and function it smoothly in
competitive market place. Some skills required in this includes communication skills, time
management, decision making skills, problem solving skills and many more.
Brand Name: Rolling Meals
Tag Line: Just taste and try.
Mission: To provide best quality of food to customers for enhancing taste of customers.
Vision: To gain loyalty and confidence of customers.
Products and Service: In this, restaurant service is provided to customers for purpose of
enhancing their customer experience. In this, different types of traditional healthy food like Thai
food, Italian food, Mexican food, Indian food is offering with a fusion of fast food.
TASK
PESTEL analysis
Political Factor: Political factor can create influence over business of Rolling Meals as due to
Covid-19, government can impose various regulation over people in order to protect them from
threat of diseases (Guercini, 2020). All these increase cost of Rolling Meals and also create
impact over business.
Economic Factor: Economic of UK is facing crisis due to outbreak of Covid-19 which create
impact over purchasing power of people. It does not allow people to invest over services of
Rolling Meals.
Social Factor: Social Factor are those factors which consist values, belief and other
demographic factors (Hunt, 2017). There is increasing awareness of health among people of UK

which provide opportunity to business of Rolling Meals as they are providing healthy and good
quality of food to their customers.
Technological Factor: Technological Factors are those which consider advancement and
upgradation of technology (Jerzy and Monika, 2020). Rolling meals will get benefits of
technology as they are adopting social media marketing for promotion of their products. This
organisation is also providing different modes of payment to their customers which helps to
enhance their customers.
Legal Factor: Legal Factors are those factors which consist different laws and regulation in
business. There are different laws related to food and safety, food licensing, food hygiene
certification and many more.
Environmental Factor: Environmental factors are those which consist different aspect like
pollution, climate condition weather condition and corporate social responsibility towards
environment (König, 2020). Rolling Meals is one of organisation which is ensuring to keep
environment clear near by their areas and can also be part of different environment protection
group which improve their brand image.
SWOT Analysis
Strength Weakness
 Rolling Meals is one of organisation
which is adopting fusion of healthy and
tasty food which is getting huge
demand in market as there is increasing
awareness of healthy food (Liebl,
2018).
 Adopting technology increase
awareness of their products and also
allow them to get more marketing share
in market.
 Regulation of government can create
impact over business as due to outbreak
of any diseases can create impact over
survival of business.
 Rolling Meals is one of organisation
which is providing good quality of
products and for this, they are charging
higher prices. It create impact over
sales of company.
Opportunity Threat
 Adoption of new technology in
business provide them opportunity to
 There is increasing competition in
market of UK which create impact over

enhance more marketing share of
company and also helps them to bring
uniqueness in their business.
 Rolling meals can also have their
branch in UK which allow them to
increase their marketing share.
sales and profitability of company. It
does not allow them to increase their
marketing share.
 Success of any restaurant business is
depended on promotion. Rolling Meals
is only depending on Social Media
Marketing for purpose of promotion of
goods and service.
Competition analysis
Competitive advantage is one of strategy which is adopted by business and provide them to
strength to over come of competition. It is one of strategy which can be adopted by business with
cost leadership or differentiation (Neneh, 2019). Rolling Meals is one of organisation which is
gaining competitive advantage by differentiating their products as it is offering fusion of fas food
and healthy food which enhance taste of their customers.
Rolling Meals McDonald KFC
Products and Service Rolling Meals is
providing healthy food
to their customers
which enhance their
health and also boost
their immunity
(Rusconi, 2019).
It is providing
different products to
their customers which
are based on Fast food
like burgers,
sandwiches, snacks
and other things.
KFC is one of
organisation which is
famous for chicken
fries, sandwiches.
There are different
types of products
which are offered by
company like Chicken
and veg burgers, fiery
chicken wings and
other things.
Positioning Rolling Meals is create
a position as they are
offering fusion of food
McDonald is one of
organisation which is
providing low price
KFC is one of
organisation which is
offering tasty and

to their customers. products with quicker
delivery.
freshly produced
products to their
customers.
Prices Rolling Meals is
providing good quality
products and service to
their customers and for
which they are
charging higher prices.
McDonald is
providing good quality
products in lesser
amount to their
customers.
KFC is an organisation
which is providing
their products in
premier prices for their
products.
Industry Analysis
In order to analyse industry, business can adopt Porter's five forces model which allow them to
understand different components of industry. Industry analysis in context of Porter's five forces
model are mentioned below:
Porters five forces mode: It is one of model which is introduced by Michel Porter in the year
1980. It allow firm to analyse different components of business and also allow them to develop
different corporate strategies for business (Solimun and Fernandes, 2018).
Threat of new entry: Entrant also create threat for business as it require less time ad cost to
competitor to enter in new market. It create impact over business of Rolling Meals as new
entrant can capture marketing share of company. It is not as easier for firm to enter in restaurants
business as they should have knowledge and skills. So, this factor create moderate threat for
business in this industry.
Threat of substitute: Substitute are those products which can be used in place of products and
service of company. There are various no much substitute of products and service offered by
Rolling Meals which provide them opportunity for purpose of expanding their business.
Rivalry among existing organisation: Competition in one of critical factors which create
impact over ability of firm to serve their customers. Increased numbers of competitors in market
create impact over business of Rolling Meals which does not allow them to capture more market
share. There is increasing competition in market of UK which create huge threat for business of
Rolling Meals.

Bargaining power of Supplier: Suppliers play important role in order to carry out operation of
business. These suppliers can create impact over quality of product and service. Power of a
supplier can be affected with uniqueness of input, input of products and service, cost of company
and other things. Rolling Meals is one of organisation which is adopting can get supplies from
any suppliers as there are numbers of supplier who can provide them fresh vegetable, fruits and
other ingredients.
Bargaining power of customer: Bargaining power of customers also create impact over
business (Zagar and Draskovic, 2020). Bargaining power is ability of customers to create impact
over driving prices of customers. Rolling Meals is providing good quality of products and
targeting large numbers of market segment which reduce power of customers to fluctuate prices
of products. As company has less threat from this factor.
STP analysis
STP is one of analysis tool which is used by business for purpose of identifying segmentation,
positioning and targeting of business. It helps business to analyse their offering and also their
ways of communicating benefits and values of products and service of customers.
Segmentation: All products offered by a business cannot provide to all people as business needs
to conduct segmentation in which they needs to divide customers into small group who has
similar characteristics. It is one of strategy which provide various benefits to company as it allow
them to meet needs of people in ways cost effectively manner. Rolling Meals is one of
organisation which can segment their business on basis of geographic basis as it allow them to
focus on needs of people of a specific geographic areas.
Targeting: Targeting refers to a process of in which business needs to segment business in order
to find out most attracting segment. There are different factors to be consider by business for
purpose of selecting a segment. Rolling Meals is one of organisation which is selecting a target
on basis of size, growth potential which provide them maximum benefit.
Positioning: It is last step in STP analysis in which business needs to create a image of company
for purpose of selection of products and service apart from competition. There are different types
of business which allow them business to differentiate their products and service from others.
Different types of positioning includes experimental positioning, symbolic, and functional
positioning. Rolling meals in one of organisation which is adopting function positioning for
purpose of their products and service.

Marketing Plan
Marketing mix refers to a combination of four aspects which consist things like product, price,
place and promotion. These components helps managers of company to understand about
different components of business.
Product: Product refers to something which is offered by a company for purpose of satisfaction
needs of customers and also allow them for gain marketing share of company. Rolling Meals is
one of organisation which is offering restaurant services to their customers. It is one of
organisation which is providing fusion of healthy traditional meals along with fast food.
Price: Prices refers to monetary values which a firm charge for purpose of their products and
service. It is important for managers of a company to set prices in a way which create sufficient
demand for their products and service. Rolling Meals is an organisation which is offering
premium prices for their products and service to customers. They are charging prices which is
creating sufficient demands for their products and service.
Place: Place is somewhere where company is offering their products and service and here
customer can easily reach to get products and service of company. Rolling Meals is one of
organisation which is offering their products and service to customers in their restaurants. These
restaurant are existed at place where customers can easily reach. Rolling Meals has its restaurant
which is existed at London, UK.
Promotion: Promotion refers to different activities which is undertake by business for purpose
of increasing awareness of products and service of company. In order to promote products and
service of Rolling Meals, managers of company is adopting social media marketing which is a
most effective method of promotion. It is one of method which does not charge much cost of
company and allow them to increase cost of company.

REFERENCES
Books and Journals
Akrout, H. and Diallo, M.F., 2017. Fundamental transformations of trust and its drivers: A multi-
stage approach of business-to-business relationships. Industrial Marketing
Management, 66, pp.159-171.
Guercini, S., 2020. Editoriale: The Actor or the Machine? The Strategic Marketing Decision-
Maker Facing Digitalization. Micro & Macro Marketing, 29(1), pp.3-7.
Hunt, S.D., 2017. Strategic marketing, sustainability, the triple bottom line, and resource-
advantage (RA) theory: Securing the foundations of strategic marketing theory and
research. AMS Review, 7(1), pp.52-66.
Jerzy, K. and Monika, K., 2020. ‘Our Marketing is Our Goodness’: Earnest Marketing in
Dissenting Organizations. Journal of Business Ethics, 164(4), pp.731-744.
König, J.C., 2020. The Never-Ending Story Teller–A Narratological Genealogy of Storytelling
in Marketing and Management. International Review of Management and
Marketing, 10(5), p.127.
Liebl, F., 2018. What Is Strategic Marketing in an Innovation Society?. In Innovation Society
Today (pp. 165-181). Springer VS, Wiesbaden.
Neneh, B.N., 2019. From entrepreneurial intentions to behavior: The role of anticipated regret
and proactive personality. Journal of Vocational Behavior, 112, pp.311-324.
Rusconi, G., 2019. Ethical firm system and stakeholder management theories: a possible
convergence. European Management Review, 16(1), pp.147-166.
Solimun, S. and Fernandes, A.A.R., 2018. The mediation effect of customer satisfaction in the
relationship between service quality, service orientation, and marketing mix strategy to
customer loyalty. Journal of Management Development.
Zagar, M. and Draskovic, N., 2020, April. Work-in-Progress: Internet Marketing Simulation for
Project-Based Learning. In 2020 IEEE Global Engineering Education Conference
(EDUCON) (pp. 8-11). IEEE.