Strategic Marketing Plan - Doc

Running head: STRATEGIC MARKETING PLAN
Strategic Marketing Plan
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Executive Summary
The report has helped in analysing the business plan for Wannaburger Restaurant that is
situated in Edinburgh. The legal structure of the company along with the different kind of
vision and mission of the company. The purpose of the business plan has been discussed
along with identification of the offerings of the business effectually. Furthermore, the
PESTLE, SWOT and Porter’s Five Forces Analysis has been done in order to understand the
internal and external business environment analysis. The 4Ps of marketing has been discussed
that assisted in understanding the issues faced by the business effectively.

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Table of Contents
Part 1- Develop a business profile 4
Background of Business 4
Vision and Mission 4
Business Goals and Objectives as per SMART criteria 4
Critical Success Factors of Wannaburger 5
Legal Structure of Business 6
Offerings of Wannaburger 6
Purpose of Business Plan 6
Part 2- External and Internal Environment Analysis 7
Characteristics of industry and important trends 7
Key Competitors and formulation of competitive strategy 8
PESTEL Analysis 8
Porter’s Five Forces Model Analysis 9
SWOT Analysis 11
Part 3- Developing Marketing Plan 12
Market Analysis 12
Value Proposition 12
Offerings to target customers 13
Overall Marketing Objectives and Key performance Indicators 13
Product Strategy and Tactics 15
Price Strategy and Tactics 15

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Promotion Strategy and Tactics 16
Place Strategy and Tactics 17
Marketing Budget and Timeline 17
Part 4- Develop a human resource plan 19
Development of organizational structure 19
References 20

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Part 1- Develop a business profile
Background of Business
Wannaburger is one of the best restaurants that is situated in High Street in Edinburgh
in the year 2004. The name of restaurant was originally named “Relish”, however after a year
name was changed to Wannaburger. Jon Clemence is entrepreneur of restaurant that mainly
focuses on providing customers with humble hamburger and main desire to provide people
with good food within a few minutes.
Vision and Mission
The main mission of the restaurant is to be favourite place for customers for eating
hamburger. The company is dedicated towards being best place for employees who are
working in organization and provide positive influence to the customers (Wheadon & Duval-
Couetil, 2014).
The vision of the restaurant is to be the quickest delivery service provider restaurant
in entire competitive market. The main motive of being best is to provide outstanding quality
of goods and services as this can assist them in making customers smile and meet their
expectations.
Business Goals and Objectives as per SMART criteria
Specific- Business of Wannaburger can create different objectives to achieve targets
at end of the year. Proper specification is essential to find out specific target customers.
Wannaburger needs to create such goal and objective with serving the single ordered
customer within a minute of the order that has been placed by them.
Measurable- Objective of Wannaburger has to be measured as this will help
managers in understanding the achievements that can be made by them. Wannaburger can

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measure time of service during period of one-hour. This will help them in recording number
of times customers with single orders has been served within minute of placing order.
Achievable – The goals can be achieved by Wannaburger in order to make sure that
that they have different tastes of food that is being served by the restaurant and serve food as
soon as possible. The managers need to keep an eye on how efficiently the employees are
working and serving the single-ordered customers within a minute after order has been placed
by customers.
Relevant to firm- The objectives are essential in nature to achieve the goals and aims
of the entire business. The customers are required to be provided with different services as
this can make them happy and it will increase the profitability of firm.
Time- The objectives and goals are required to be set with start along with finish
dates. For instance- The managers of Wannaburger can tell different employees to achieve
one-minute service objectives as this will assist them in performing better than different
competitors in market.
Critical Success Factors of Wannaburger
Range of the customers is key success factor of Wannaburger wherein it provides
ability to appeal to wide range of different customers in market. Wannaburger can offer
customers in market with different hamburgers within short span of time. This will appeal the
customers who are from 15-24 years of age and there are wide range of menu for parents.
Nutrition is other factor that is managed by Wannaburger Company that includes on
website that states that the major commitment is to offer the customers with nutritious food as
this will be nutritious in nature.
Affordability is the critical success factor that has to be managed by the company in
which it is seen that there are economic downturns (Di Benedetto & Lindgreen, 2018).The