BBQ Quest: BMM3013 Business Plan and Marketing Fundamentals Report

This report presents a business plan for "BBQ Quest," a proposed BBQ takeaway food business in London, offering grilled food options like barbecued banoffee splits, chicken platters, and sesame sweet potatoes. The report begins with an introduction outlining the business idea, its target market, and the rationale behind it, focusing on the growing demand for takeaway and grilled food. It then delves into a PESTEL analysis to examine the political, economic, social, technological, environmental, and legal factors impacting the business. Following this, a Porter Five Forces model is applied to analyze the competitive environment, including the threats of new entrants, substitution, and the bargaining power of customers and suppliers, as well as competitive rivalry. The report concludes by summarizing the findings, highlighting the business's viability, and outlining the need for funding to launch the venture, with a focus on loans and personal savings. The report emphasizes the new concept of BBQ takeaway food, targeting the middle class and young adults in London, and its potential for success by offering innovative and healthy food choices.

BMM3013 Starting
business and fundamentals
of Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
PESTEL Analysis........................................................................................................................1
Porter Five Forces.......................................................................................................................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
In the era of competitive market, every company generate new ideas in order to stay
ahead in competition. Such that some business are focused upon marketing strategy while other
introduce new ideas in order to grab attention of many customers. Moreover, from 2020 onward,
the entire world is affected due to pandemic and individuals prefer to intake food at their
respective homes. Thus, to keep such points in mind, the new business idea for this study is to
offer barbeque (BBQ) take away food and grilled food as per the customer demand. This idea is
profitable because it does not require high cost investment and can be easily affordable to
customers as well. The research also shows that, National BBQ Week is one of the biggest
awareness weeks in UK and also helped change consumer BBQ attitude as well as usage i.e.
from 9 million in 1997 to 130 million in 2020. This shows that demand of individuals are shift
towards the new system (The market leading National BBQ Week returns in 2019, 2020). that is
why, implementing such idea will assist to sustain brand image at local level initially.
The new business idea is completely based upon BBQ and name of the business is BBQ
Quest who offers grilled food which consist of Barbecued banoffee splits, chicken platter,
sesame sweet potatoes and rainbow beef salad to their customers (which contain low calories
and fat). The entire business is based upon the sole trader because it is run by a single person
only, but other employees/workers will also worked like, waiter, accountant, chef etc. The
quoted business will established within centre location of London i.e. Charles 1 Statue, South of
Trafalgar Square because it is a busy street and that is why, it provide a competitive advantage
for the cited business as well.
As the entire report is based upon the new business idea and that is why, it is essential for
company to examine different factors that cause adverse or positive impact upon business
performance. The present study will describe different macro factors which may affect the
external environment of the company by applying Pestle framework. Further, report will also
analyse the competition of the UK market by using Porter five force model.
PESTEL Analysis
In order to examine the macro or external factor that directly affect the performance of a
business, Pestle framework is applied. In this, different key aspects are considered that helps to
examine which will highly influenced the company's performance. These are as mentioned
below:
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Political: The factor is deal with the changes in political situation of the country such
that tax rate, health and safety guidelines etc. Every country is complied with guidelines
prescribe by government to deal with Pandemic and in the same way, BBQ Quest is also offer
the products by considering individual's health and safety concerns. Apart from this, if there is
increase in tax rate, then company decrease its price of offered products so that customer will
buy the same as per their need.
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Illustration 1: PESTLE Analysis

Economic: Fluctuation in the economy of a county directly affect the business in adverse
manner whether it is inflation, unemployment or recession. The pandemic also hit the economy
in negative manner and as a result, people do not spend their amount in unnecessary items.
Though the revenue of food industry is growing because majority of the people cook less and eat
out more often (Perera, 2017). Similarly, if there is inflation in UK, then BBQ Quest start
offering the products at discount price so that customer do not minimize their spending. In this
way, company handle the adverse situation in order to run its operation in smooth manner.
Social: One of the highest influencing factor that affect the business directly such that
people are more health conscious and prefer to take healthy food only which contain low fat,
calories. Also, most of the fast food business will likely have to move away from traditional to
healthier alternatives (Nandonde, 2019). Similarity to meet the demand of the customers, quoted
business is also offering food products that do not contain high fat and the new concept (take
away) is also attract range of customers towards it because individuals prefer new ideas and
concepts that helps a business to enhance their profitability.
Technological: In this digitalized era, companies are focused upon online marketing and
selling, Sometime this factor cause positive as well as negative impact like, if BBQ Quest start
offering online food then it increase the customer base. Whereas, booking online require
personal information and this may be used by other party that will further loose confidentiality.
Or else, to comply with such, business may develop online accounting application that assist to
increase the flow of profitability and consume less time as well.
Environment: In order to run a business in effective manner, it is essential for the
company to ensure about its surroundings. Such that it has to comply with Sustainability act and
use the recyclable disposable items that do not cause any negative impact upon business (Phan,
2021). Also, implement proper food waste management policy so that customer will visit the
place again. This external factor affect the business in adverse way if company do not comply
with such act and guidelines.
Legal: It is all about laws and regulations which helps to run a company in smooth
manner. Such that it must comply with Health and Safety Act, 1974, Employment Act, Equal
opportunity act. Apart from this, the entire business is based upon the take away food concept
and that is why, BBQ Quest should ensure that healthy food is offered to their customers along
with high quality and reasonable price. On the other side, every country have their own laws and
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regulations which needs to be adhere by every firm, as the quoted business is sole trader and that
is why, company should adhere with such policy otherwise it will lead to cause opposite impact
upon business.
BBQ Quest offer totally new concept in London and that is why, as per the demographic
characteristics, company target the middle class people on the basis of income. Further, on the
basis of age, company also target the people whose age is in between 20 to 55, because the
youngster are always ready to try new food. Along with this, people whose age is in between
40+ are also targeted because in UK, there are highly obese people and that is why offering such
products will assist the company to enhance their overall brand image.
Porter Five Forces
The model is assist to examine company's competitive environment by considering
different key aspects. Such that these five forces are also assist to shape up the competition
within an industry and also assist to adjust firm's strategy that suit to competitive environment in
order to improve the potential profit. These forces are as mentioned below:
Threat of Entry (high): There is a high threat within food industry because this type of
new ideas require low cost investment and very few barrier to entry. Thus, due to inexpensive to
start up a restaurant, industry faces strong competition. Hence, to tackle such issue, business
have to come with new ideas in order to increase the overall performance and attract range of
customers (Wanyonyi and et.al., 2021). As the industry also faces low switching cost and that is
why, it is essential for business to offer the new ideas in order to keep attracting range of
customers towards it.
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Threat of substitution (high): There is a high range of substitution which a company
face such that organic food products, dietary products. Therefore, this shows that due to strong
force of low switching cost, customers are easily transfer to other products. Hence, to overcome
such issues, BBQ Quest should also ensure that it do not compromise with quality, taste, cost
and other criteria that encourage people to shift towards another brand. Moreover, the quoted
firm provide a new concept by analyzing the situation of the world and also ensure about safety
and hygienic. This in turn reflect that company is able to maintain a competitive advantage over
the rival firms by satisfying their customers.
Bargaining power of customers (high): Customer keep affecting the performance of an
industry and there is a low switching cost reflected that they shift towards another brand very
easily (Munna, 2021). As there are many substitute that keep transfer them towards another
brands. Also, buyers are often demanding a lot and they are also ready to pay high if the product
is worth it. That is why, the new idea of BBQ take away food helps to keep attract range of
customers towards it so that company gain profit. Moreover, to build the large base of users,
quoted business should rapidly innovate the new products by offering discount on first five
customers that assist to tackle the bargaining power of buyers.
Bargaining power of suppliers (low): The industry faces low supplier rate because the
industry buy their raw material from different suppliers and thus higher bargaining supplier rate
then it creates low impact upon productivity of a business. In the same way, BBQ Quest is also
ensure that there is a single supplier so that they provide high range of product to the firm and
tackle the issue as well (Pramagista and Wandebori, 2021). Moreover, company should also
ensure that the suppliers who demand high price should be replaced by lower one in order to run
the business operations smoothly.
Competitive rivalry (high): The industry faces high competition from other firms such
that there is a high number of competitor with strong low switching cost. BBQ Quest also faces
competition from number of companies such that McDonald's, restaurants who provide organic
products, personalized food items that helps to attract range of customers towards it. As
customer are shift towards another brand very easily because of having good ambiance, high
quality of food and presenting the items in innovative manner etc. Therefore, it is quit tough for
the company to overcome from such issue but quoted business uses range of strategies in order
to stay ahead in competition (Isabelle and et.al., 2020). Such that offering take away food which
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can be enjoyed by most of the customers and there are many events conducted by people in
order to create awareness.
CONCLUSION
By summing up above report it has been concluded through an analysis that the new
business idea has a good opportunity, such that it helps a business to increase its overall
performance by offering food items in an innovative way by meet the demand of customers. On
the other side, it also faces threat with regards to strong competition from rivalries. This threat
may creates a negative impact upon the business but company has to take an advantage from the
same by offering product in innovative way that attract customers easily. Therefore, it is a new
concept through which company is able to grab attention of many individuals and people are
always move or shift toward another when they find innovative products over others. In the
same way, BBQ Quest has such advantage over the competitor because company focused upon
good products which are low in calories, fat and also in take by old age people as well. This take
away concept is also assist people to be safe during pandemic and that is why, it assist to meet
the demand of customer by introducing such idea.
As the chosen new idea is quite viable and feasible, so the next step to develop the
business is to identify the sources of funding because it requires £40000 to £45000. For that
company will take a loan from the bank and also may use personal saving in order to establish
the new business over London. Apart from this, BBQ Quest may conduct marketing audit in
which price and promotional strategy will be identified in order to let the customer know about
their new offerings. Initially, company should start from low price in order to make high
customer base and this in turn increase the profit as well. Further, recruit the best employees
who assist owner to take a firm towards further level of success.
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REFERENCES
Books and Journals
Isabelle, D. and et.al., 2020. Is Porter's Five Forces Framework Still Relevant? A study of the
capital/labour intensity continuum via mining and IT industries. Technology Innovation
Management Review.10(6).
Munna, A. S., 2021. Business Model: Literature Review. PINISI Discretion Review. 4(2).
pp.191-196.
Nandonde, F. A., 2019. A PESTLE analysis of international retailing in the East African
Community. Global Business and Organizational Excellence.38(4). pp.54-61.
Perera, R., 2017. The PESTLE analysis. Nerdynaut.
Phan, S., 2021. The effect of PESTLE factors on development of e-commerce. International
Journal of Data and Network Science.5(1). pp.37-42.
Pramagista, A. and Wandebori, H., 2021. Propose Business Strategy for Coffee Shop in
Indonesia (XYZ Company). European Journal of Business and Management
Research.6(1). pp.90-96.
Wanyonyi, E. I. and et.al., 2021. Determinants of Porter’s competitive strategy utilization among
agro-dealers in Kenya. Cogent Food & Agriculture.7(1). p.1865595.
Online
The market leading National BBQ Week returns in 2019. 2020. [Online]. Available through:
<http://fmcgmagazine.co.uk/the-market-leading-national-bbq-week-returns-in-2019-for-
a-23rd-time-backed-by-major-brands/>.
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