DBM704 Strategic Business Planning Report: Wannaburger Analysis

This report is a strategic business planning analysis of Wannaburger, a restaurant established in Edinburgh. The report begins with an overview of the business, including its mission, vision, and SMART objectives aimed at increasing sales, customer satisfaction, and environmental parameters. It then delves into critical success factors like customer range, nutrition, affordability, and availability. The report further examines Wannaburger's legal structure, offerings, and the purpose of the business plan. Part 2 of the report provides an external and internal environment analysis, including industry characteristics, trends, key competitors, and the formulation of a competitive strategy. It employs PESTEL and Porter's Five Forces analyses to assess the political, economic, socio-cultural, technological, environmental, and legal factors, as well as competitive rivalry, bargaining power of customers and suppliers, the threat of substitutes, and new entrants. The analysis provides a comprehensive understanding of the challenges and opportunities facing Wannaburger within its competitive landscape.

NZALI DBM704STRATEGIC BUSINESS PLANNING
PAPER: DBM704
Assessment Task Cover Sheet
Learner Name: ___________Wanita Wonglakon____________________________
Paper Number: ___________________DBM 704____________________________
Assessment Number: _____________1___________________________________
Date Due: ________15 June 2018________________________________________
Date Received by lecturer: _15.06.18___________________________________
Attempt 2 25 July 2018 Attempt 3 Date Submitted
Attempt 2 25 July 2018 Attempt 3 Date Returned
Lecturer: ____________Zara Khan___________________________________________
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I ____Wanita Wonglakon________________________ (learner’s name) declare that the work
in the attached assessment is exclusively my own and that all sources of information used have
been acknowledged.
I give my consent for a copy of this original assessment to be retained by the New Zealand
Academic and Learning Institute and shared with appropriate external and authorised parties
exclusively for moderation purposes to support my ongoing learning.
I understand I will be provided with a copy of this assessment with feedback to support my
ongoing learning within 15 working days of assessment submission.
I understand the lecturer named abovetakes no responsibility for lost assessments and that I
am advised to appropriately hand in assessments and retain a copy of assessment work.
Learner’s Signature: _____Wanita Wonglakon_________ Date: _13 June 2018__________
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Part 1
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 organisation 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
Objectives
Specific  To increase the sales revenue by 15%
Measurable Increase in the sales volume of fusion ingredients in the burger, within 3 months, reflects the
measurability of this objective.
Achievable Large scale responses to the discount coupons, from the audience in the social media makes the
objective achievable
Realistic The balance between supply and demand makes the objective realistic.
Time 1 year
Objectives
Specific  To increase customer satisfaction by 10%
Measurable Planning something innovative for the customers indicate the measurability of the objective
Achievable Testing the reaction of the customers by opening the games section, makes the objective
achievable
Realistic Satisfaction and happiness of the children and the teenagers, by playing the games, makes the
objective, a realistic one.
Time 1 year
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Objectives
Specific  To enrich the parameter of environment
Measurable Improvement of the health conditions of the customers, through bio-packaging method, reflects
the measurability of the objective
Achievable Adherence to the waste disposal methods by the staffs and customers, makes this objective
achievable
Realistic Consciousness towards the environmental directives makes the objective, a realistic one.
Time 1 year
Critical Success Factors of Wannaburger
Range of the customers- 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- 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– has to be managed by the company in which it is seen that there are
economic downturns (Di Benedetto &Lindgreen, 2018). The affordability is major factor and
Wannaburger offers customers with a full meal at a small or lower cost.
Availability- helped them in making convenience a key factor in the success. In 2006,
it has been seen that the restaurant wanted to start business neat well-known shopping area
at Princes Street (Di Benedetto &Lindgreen, 2018).
Legal Structure of Business
The location of business of Wannaburger is in centre of Edinburgh and the main
customer group was for tourists who visited place every day. The key suppliers of the
restaurant were supply of food and other requirements that are required and is necessary to
prepare food and deliver to customers.
The quality control and assurance department carry out inspection of production
facilities of the restaurant to check the quality of the food. Furthermore, the speciality
suppliers are the ones who supply the different requirements of the hamburgers. At present,
there is no such e-location of the business in Edinburgh (Foxall, 2014).
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Offerings of Wannaburger
The main offerings of the restaurant are to serve customers with different kind of
drinks and food such as hamburger that will allow their customers to take away and other
food delivery services.
Purpose of Business Plan
The requirement of business plan is used in order to help to run company in a more
cohesive manner. This acts as roadmap and this helps in analysing plan for marketing, sales
along with manufacturing and website design.
Part 2
External and Internal Environment Analysis
Characteristics of industry and important trends
The main characteristics of the food and beverage industry includes the planning of
the menu along with purchasing and reception of the different kind of raw materials. The
main food production and beverage services system is highly emphasised in the hospitality
sector. The food and beverage manager need to forecast and plan the ordering of the
different food and beverages for the hotel premises (Kotler, 2015). The food and beverage
department are responsible for maintaining high quality of foods and services provided to the
customers, along with managing the different departments effectively.
The important trends in the industry that has affected the revenue and profit of the
different restaurants are as follows:
❖ Changing preferences of the customersis the recent trend in which the
customers in the present scenario are health conscious and there are different choice
options for the customers. The customers prefer food choice options with their
adventurous palates (Kotler, 2015).
❖ Food sustainability and safetyis the other trend that includes the millennials
who prefer their food should be green and healthy with low fat. This kind of food
choices of the customers is helping the restaurants in adding the different food items
that can create sustainability in the environment (Fulker et al., 2016).
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❖ E-commerce and technological advancementshas been fiercely into
competition in which it has been noticed that there is huge competition in the market
that has started direct to customer service along with creating third-party platforms.
The customer’s order their choices online and get their food items delivered within a
short span (Kleinaltenkamp, Plinke& Geiger, 2016).
Key Competitors and formulation of competitive strategy
The main competitors of Wannaburger are
 Taco Bell
 KFC
 Burger King
 McDonald’s
 Subway
Wannaburger needs to formulate a competitive strategy that can assist them in
competing with the other competitors in the market. The main competitive strategy that can
be adopted by the respective restaurant is to provide nutritious food, hygienic environment
along with providing quality food to the customers as this can help them in gaining
competitive advantage in the entire market (Kotler, 2015).
PESTEL Analysis
Political Factor -Wannaburger is operating in one country, hence the exposure of
the same is in restricted to the respective country Edinburgh. However, Wannaburger has to
be comply with the different regulations of the government like other restaurants pertaining
to hygiene and health. The government has been pressurising the entire fast food industry as
the fast food has been seen as the junk food and this leads to obesity as well (Kotler, 2015).
Economic Factor- The different economic factors are essential for Wannaburger
especially as the restaurant is operating in one country and trying to expand the business in
other countries as well. The import of raw materials or buy the same from local market is one
essential aspect that has to be handled along with rate of taxes (Chernev, 2018).
Socio-Cultural Factor- The evolving lifestyle can create huge impact on the
performance of sales of the restaurant. The people in present era is seeking sophisticated
fare where they prefer to eat (Chernev, 2018). The people in Edinburgh may prefer to eat
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hamburgers and French fries, however when the restaurant will be moving to the other
countries, there can be differences in the tastes and preferences of the individuals.
Technological Factor- It has been noticed that technological advancements play a
limited role in the entire fast food industry. The high technological advancements assist the
restaurants in improving the productivity and management and reduce the wastage and
resources. It helps in scheduling, forecasting sales and revenues of the company (Aivazidou et
al., 2017).
Environmental Factor- In present era, the individuals are protecting environment
and they care about water and air pollution. Wannaburger has started sustainable packaging
of the food that is delivered to the customers and they have started using organic ingredients
that can quickly mix in environment (Villeneuve &Pasquier, 2017).
Legal Factor- The regulation is the major concern to the company and as it is the
fast food company, they need to adhere to the different regulations such as employment and
labour law along with corporate law (Weinstein & Pohlman, 2015).
Porter’s Five Forces Analysis
Competitive Rivalry is one of the factors wherein Wannaburger faces tough
competition as the entire fast food restaurant is already saturated in nature (Hutchinson et
al., 2015). In case of Wannaburger, the competitive rivalry is the strong force that includes
the following:
● High number of organisations (strong force)
● Aggressiveness of the different firms (strong force)
● Switching cost is low (Strong force)
The customers of Wannaburger has been experiencing low switching costs that means they
can switch over easily that includes Wendy’s (Chernev, 2018). Therefore, it can be explained
that competition is significant external forces on business of Wannaburger.
Bargaining power of customers of Wannaburger is the other factor wherein
they need to address the significant power of the different customers. This deals with the
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demands and influence of the customers on Wannaburger(Armstrong et al., 2015). The
different external factors that play a major role in to the strong bargaining power of the
customers that includes:
● Low switching costs (strong force)
● Availability of substitutes is high (strong force)
● Number of providers is large in nature (strong force)
There are different other substitutes of Wannaburger and it can be a competitive
rivalry for Wannaburger. For this, they need to develop different strategies to increase the
customer loyalty.
Bargaining power of suppliers of Wannaburger is the other factor in which the
different suppliers influence Wannaburger and this creates impact on the business (Charter,
2017). The weak bargaining power of the suppliers are described as follows:
● Large number suppliers (weak force)
● Overall supply is less (weak force)
● Vertical integration is low forward (weak force)
The different number of suppliers of Wannaburger weakens the individual suppliers effect on
the company. This is caused due to the lack of global or regional alliances among the different
suppliers. It has been noticed that there are different suppliers of Wannaburger are not
vertically integrated and this is a threat for the company (Chambers & Humble, 2017).
Threat of substitutes of Wannaburger is the significant concern of the restaurant and
this element mainly deals with the different potential effects of the different substitutes on
the growth of the restaurant. The following external factors can be a strong force of
substitution that includes the following:
● Substitute availability is high (Strong force)
● Switching costs is low (Strong force)
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Threat of new entrants is the last factor that impacts the market share of
Wannaburger. The moderate threat of the new entrants is based on external factors that
includes the following:
● Capital cost is moderate (moderate force)
● High cost of development of brand (Weak force)
SWOT Analysis
Strength
● Wannaburger has rolled out successfully new items that include smoothies and
hamburgers and they are expanding the range of menu
● Consistency of the food that is being served to the customers (Berbegal-Mirabent, Gil-
Doménech& Alegre, 2016)Successful Items- different kind of hamburgers.
Weaknesses
● It is harder for Wannaburger to create a position in prime locations as there is already
huge bundle of restaurants
● Wannaburger is lagging in comparison to the other restaurants as the usage of the
equipment are not up to the standard
Opportunities
● China can be a great opportunity for Wannaburger as the hamburgers can be liked by
the customers (Litman, 2018)
● Joint ventures with different retailers (Chernev, 2018)
Consolidation of the different retailers so the better locations for their franchisees
Threats
● Strength of the competition
● Fluctuation of the foreign exchange rates
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● More health-conscious customers in the market
Changing demographics
Part 3
Marketing Plan
Introduction
The major goal of the marketing plan is to create maximum exposure in the shortest
time and serve a large community of customers by offering different range of unique product
items. Another significant objective of the plan is to create a virtual presence in the foreign
nations by advertising and promotion through digital media channels. This objective could be
appropriate for Wannaburger because the firm is determined to enter the foreign nation in
the coming future. The action plan provided in the report specifies how the approaches
should be implemented.
Understanding the market
Customers:
1. Heasman and Lang (2015) mentioned that a large percentage of youths, especially the
highs school students age 15-19 years old in UK crowd at the small fast food restaurant for
ready chicken burger and chicken stripes or chicken nugget. Benefit again that Wannaburger
can give high school student is offer them in a cheaper cost and fast made in a box for
student combo package.
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2. A survey conducted by Lülfs and Hahn(2013) reveals that almost 41% of employees of
corporate sectorage 20-24 years old prefer a heavy lunch with chicken items at the street
restaurants. Benefit gain that Wannaburger can give to young adult isby offering high quality
of products in chicken burger package in the menu with the lunch time price discount, so they
can easily afford.
3. In addition to this, there is one more type of customers such as the urban families of
Edinburgh who sometimes prefer to go for lunch or dinner. Age 25 to 50 (middle aged and
family members), Gender- Both male and female, Family size- 3-4 and 5+. Benefit gain that
Wannaburger can give to the family customer is to have the menu specially for kids combo
and adult combo that suitable for everyone and variety of meat lover or vegetarian for the
best price that Wannaburger can offer.
Marketing objective and the Key Performance Indicators.
Planning is crucial in terms of achieving positive outcomes in terms of marketing a product or service.
Planning enhances the awareness towards the prospective buyers. Innovation is an important
component of planning, which helps in attracting large number of buyers at a time. All these aspects
seem true for the brand, Wannaburger. Marketing objectives are the primary stage of the marketing
plan. Identifying the objectives would provide a proper shape to the business of the brand. The
following objectives can be included:
 To increase the sales revenue by 15%
Key Performance Indicators: Adding new ingredients in the burger, advertising through discounts,
schemes and offers, budget planning through considering the supply demand graph
 To increase customer satisfaction by 10%
Key performance indicators- Data collection, trying new projects- games section for the children and
the teenagers, CCTV cameras for ensuring the safety of the children and the customers
 To cater towards environmental protection
Key performance indicators- introducing bio-packaging technique, adopting solid waste management
technique, maintaining clean and hygienic kitchen, keeping separate veg and non-veg sections
 To organize quality assurance tests
Key performance indicators- establishing stable relationships with the research and development
team, hiring external quality experts, preparing reports and publishing them in social media
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 To establish partnership with the legal authorities for issuing certificates for all the raw
materials used
Key performance indicators- Getting the signed approval of the statutory bodies for using the raw
materials in preparing the items; preserving the documents for averting any illegal instances
 To conduct feedbacks and surveys for improving the standards and quality of the products
and services
Key performance indicators- distributing survey form to the customers on websites and social
networking sites for gaining an insight into their specific tastes and preferences
Marketing budget and timeline
. Objectives
Objectives Required Resources Timeline
To create a large customers base
by meeting customer needs
The accomplishment of this
objective may require a large
amount of resource because
satisfying the needs of all groups
of customers. Wannaburger
needs skilled workforce who can
serve the high end customers and
digital media platform to
approach the customers. A large
investment is required to cover
the entire process
The completion of this initiative
may require at least 6 months
To create presence in the global
market through digital media
channel
To fulfil this objective, the
organisations require the digital
media platforms such as
The completion of this objective
may require 6 to 7 months
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Facebook, Twitter, YouTube and
others. Finance is required for
implementing the entire process
To increase the profit by 10% in
the first quarter since the
implementation of the plan
This objective is specific, so no
such primary resource is visible
now but Wannaburger must have
to hire skilled workforce to meet
identified market demand. So,
workforce is the major resource,
which is highly essential
The completion of this objective
may require 6 to 8 months
Table 1: Objectives, Resource and Timeline
The employees need to be provided with training regarding the social media operations. For this, the
candidates who are tech savvy would be highly beneficial for the brand. Sponsorships and contacts
are crucial in terms of enriching the financial parameter. Strategic planning would prove beneficial in
this direction for the achievement of positive outcomes. At the initial stage, awareness needs to be
created about the digital platforms, which helps in improving the relations with the customers.
Looking to all of these activities, time of 2 years seems appropriate for achieving the objective of
increasing the profit margin through the expansion of customers’ base.
Marketing budget
Marketing expenses Amount ($)
Brochure 500 million
Website 1000 million
Business cards 400 million
Advertising 800 million
Labor maintenance 600 million
Building rent 500 million
Miscellaneous 200 million
Total $4000 million
Strategy of 4P
Products and services supposed to be offered
Products, customer attraction and communication strategy has been discussed in the
following with 4ps of marketing mix.
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Product: As Wannaburger is determined to attract multiple groups of customers, the product
portfolio is also large. For example, Burger may include Hamburger, Mighty Zinger, Fish
Zinger, Twister, Chicken Burger, Zinger Burger and Spicy Sub. Likewise, the deserts may
include regular drink, scoop of walls, large drink, coffee, tea, etc.
Price: The organisation needs to design a competitive pricing strategy by setting a marginally
low price than the competitors (Baker, 2016). Wannaburger needs to consider the fact that
its operation is on the initial stage; thereby, high price of products may not bring desired level
of crowds. However, for some particular products that focus on the high-end customers, the
price should be higher than the competitors.
Promotion: In order to entire the customers, the organisation initially needs to design
extending deals and offers. For example, 20% discount on the first online purchase, additional
discount of 15% on the order containing 5 items. In addition, to increase the online
purchases, the organisations could design a free delivery option for the consumers using
online order application.
Place: The products will be placed at the downtown of the city, near the college and
university campus and inside the corporate hub of Edinburgh. On the other side, online
selling will cover the whole market.
Part 4
Human Resource Plan
Organisational Structure and Chart with Infrastructure and Responsibilities
The human resource department is the centre of every organisation because it is the
department that provides employees who are critical to the daily operations of the firm
(Kristina &Wijaya, 2017). The department carries out activities such as hiring and firing of
employees, remuneration, the provision of company rules and regulation, and performance
appraisal (Shyamala, 2014). It, therefore, ensures that employees are placed in the right
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department, and their performance is evaluated against a set of key performance indicators
to determine if they are adding value to the organisation (Haberberg&Rieple, 2001).
Therefore, to ensure that it succeeds, Wannaburger needs to have a human resources plan in
place.
The human resource department has three employees who work together to ensure
that all organisation activities are running smoothly. The head of the department is Ruth
Brown who works together with Janet Miller and Jackson Stewart. Ruth Brown oversees all
activities carried out by Ruth Brownand makes the final decision on the employees who
should be fired. She does this by comparing the performance of employees against the set
performance levels.
Janet Miller, the human resources assistant, also perfoms performance appraisal activities to
determine if any employees need further training in their field to facilitate their activities.
In case a given employee is taking too long to serve a customer, Janet Miller organises
training sessions to improve their customer services. Additionally, if an employee is seen to
produce low quality food, she organises training sessions to help the employee gain the skills
to deliver the standard food quality. After the training sessions, the employees are required
to adhere to the company’s standards and thus improve their performance levels. If the
employees are seen to keep providing sub-standard goods and services, that is when Ruth
Brown decides to either hire them or give them a warning.
Moreover, Janet Miller names the most productive employees who are rewarded by
the company using different monetary or non-monetary gifts. This aids in motivating the rest
of the employees to produce high-quality results. These actions of the human resource
department are in line with the Scientific management theory by F.W Taylor where he asserts
that man is highly motivated by money and other gifts, and will, therefore, work hard to
increase his or her performance in a bid to gain more rewards (Itika, 2011).
Jackson Stewart, who is the recruiter, encourages the employees to voice their
opinions and concerns regarding the organisation’s operations in a bid to improve efficiency
and effectiveness.
Jackson Stewart also ensures that the working environment for the employees is safe
and conducive to work in. Additionally, he ensures that employees depict the company’s
values in their internal and external interactions. The human resource department also
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provides an opportunity for the existing employees to develop their skills to ensure that the
company can carry out internal promotions without necessarily hiring new people for
specificroles.
The structure of the human resource management team is shown in figure 1 below.
Effectiveness and Efficiency of the Organisation and its Processes
Effectiveness refers to the outcomes of actions of managers and employees in an
organisation. Effective employees provide high-quality results in all their efforts(O’Riordan,
2017). Therefore, an effective workforce in Wannaburger will ensure that the food products
made are of a high quality which leads to increased customer satisfaction, and this leads to
the improvement of the company’s brand. It is hence crucial for Wannaburger to ensure that
its employees are effective in their operations because this will determine the revenues made
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Ruth Brown
The Head of HR department
Jackson Stewart
Supervisor &
recruiter
Janet Miller
HR assistant& Trainner

by the company as well as improve the company’s reputation. As an expansion and growth
strategy, Wannaburger will provide healthy and nutritious foods in a bid to attract customers
who are living a healthy lifestyle. Additionally, the company targets to sell smoothies that are
high in nutrition value to its different customers. The company will, therefore, be effective in
the production and provision of these products in a bid to retain its customers and attract
new ones. Effectiveness is therefore crucial as it will enable the company to stand out from its
competition.
Conversely, efficiency refers to the time that a company takes to carry out its
operations (Truss, 2009). Wannaburger needs to be efficient in its activities to reduce the
time taken in different activities such as food production and service since this will also aid in
saving the firm’s costs. Efficiency also involves the use of the least resources to produce
different products. Efficiency will enable the company to serve more customers within a short
period as well as save on its expenses by using minimal resources in its operations. In the long
run, this will aid in increasing the number of customers served in the restaurants and
minimising the costs incurred in the process.
Hence, the human resource department should carry out training and development
exercises to ensure that its workforce is both efficient and effective in the provision of
different food products and services to its customers (Simms, 2017). This will aid in saving
time and resources for the company which will also lead to increased revenue and thus
profits (Jackson, Schular& Werner, 2008). In cases where employees are identified as being
ineffective, the human resource personnel should provide constructive criticisms to them
which will highlight the areas they need to improve in (Simms, 2017). Additionally, the human
resource department needs to carry out performance reviews regularly to ensure that
employees maintain the company’s effectiveness standards (Farndale, 2005). To have an
effective workforce, the human resource personnel should hire highly skilled and experienced
employees who have the motivation to add value to the firm (Sheehan, 2012).
On the other hand, it is vital for Wannaburgers to provide the necessary tools and
resources that will enable employees to be efficient in performing their different tasks. To
ensure that they facilitate efficient operations, the human resource department should
communicate with employees to determine ways in which they can change the workplace to
provide an environment that supports efficient operations. The company should also provide
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all the tools and technologies needed to promote efficiency (Jackson, Schular& Werner,
2008).
HR Requirements
The human resource department at Wannaburger needs to have more personnel in
the department as the company expands to keep up with the higher number of employees
and recruits who will require training and development. The recruits will also need a constant
appraisal to ensure that their work is up to standard. The company will also need highly
innovative technologies to make their work more efficient.
How Critical Tasks Will Be Assigned and Monitored.
According to (García-Lillo, Úbeda-García & Marco-Lajara, 2016), it is not only crucial to
hire the best employees available, but it is also critical to ensure that the hired personnel
work in their area of strength to produce high-quality outputs. Hiring the right staff members
and stationing them in their areas of strengths will also enable the company to have a highly
motivated staff. The roles and responsibilities of all company employees need to be defined
very clearly in any organisation to ensure that operations flow smoothly and to increase
accountability of the employees. Therefore, Wannaburger will hire employees who are well
skilled in fast food preparation, customer service, and inventory management. These
employees will then be assigned roles in the areas where they will be able to optimise the
company’s overall operations. The employees will also have different degrees of
responsibility and authority with some overseeing the activities of other employees.
The employees who will work in the preparation of burgers and other food products
will be the people who are well trained in catering. Those who will interact with the
customers need to be emotionally intelligent and outgoing. This will ensure that everyone
produces high-quality results because they have the skills and motivation to perform their
tasks.
Gaps in the Team Regarding Skills and Numbers
Wannaburger can expand either internally or externally. However, for the company to
develop, it requires financial resources. The company, therefore, needs to raise capital to
expand. Internal expansion refers to the type of growth whereby a company grows by
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opening more businesses in different locations (Shyamala, 2014). This could either be in the
country or internationally. If Wannaburger expands externally, it is going to either merge with
other companies in the same field or acquire other fast food companies. In this case, the
company will also need resources for the merger and acquisition activities. Therefore, one
significant gap that the company needs to fill is to raise capital. Additionally, the company
needs to hire more employees in the new businesses. The employees need to be highly
qualified, and they should be able to work in different departments within the company. The
employees also need to be conversant with various technological advances that the company
may use in a bid to increase efficiency (Jackson & Morgan, 2011). Therefore, the company
needs to make use of new technological tools and train its employees on how to use the
different tools in its operations.
Part 5
Evaluating Management Efficiency and Effectiveness
Organisational structures that are efficient and effective enable business operations
and growth to become more manageable and save time and resources (Clarke & Scurry,
2017). Efficient and effective structures ensure that the company has a culture that
encourages employees to have high morale and it also makes sure that there is cohesiveness
in the firm (Bartuševičienė&Šakalytė, 2013). Additionally, it ensures that the company can
produce a marketing message that is uniform in all its marketing platforms (Baik, Chae, Choi
& Farber, 2013). It also ensures that an organisation has consistent communication
throughout the company (Ask, Magnusson & Frisk, 2012). An efficient and effective
organisational structure, therefore, has a variety of elements that Wannaburger should
adhere to make sure that all company operations are efficient. If Wannaburger is both
effective and efficient in its operations, it will produce high-quality work, save time and
resources, as well as increase revenue and profits.
First, the company needs to ensure that the employees have high levels of morale
(Mihaiu, Opreana, &Cristescu, 2010). High morale is crucial in any organisation since it will aid
to improve the productivity of the company (Sonza&Kloeckner, 2013). Additionally, when
employees are motivated, they offer new ideas to the management that can help improve
the company’s productivity (Lin, Ma &Su, 2010). Wannaburger, therefore, needs to reward
employees who perform beyond certain levels by creating incentives that will motivate them
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to produce high-quality work. It is also crucial for the company to compare the payments it
provides to its employees with those of other organisations to ensure that it remains
competitive and does not lose its employees to the competitors (Mouzas, n.d.). In case issues
arise in the organisation, the company should also encourage the employees to voice their
concerns and provide any feedback they feel is necessary to the organisation (Roghanian,
Rasli&Gheysari, 2012). Wannaburger also needs to hold regular meetings such as on a
monthly basis to talk about the company operations and to identify any areas that require
improvement or change.
Another way in which Wannaburger can increase the company’s efficiency is by
encouraging clear and constant communication across the entire company. To make sure that
all company operations go smoothly, all the different departments should be able to
communicate with each other easily (Wong, Soh, Chong &Karia, 2015). Incidentally, the
supply and logistics department should be able to communicate with the food production
department to find out which ingredients are required. Additionally, the supply and logistics
department should be able to communicate with the human resource department in case
they need an extra employee. To ensure there is effective communication in the company,
Wannaburger, therefore, needs to purchase technological devices that will make connection
fast, easy, and reliable.
Finally, Wannaburger needs to explicitly name all its decision makers to make sure
that all employees are undoubtedly aware of them. This will ensure that decisions are made
faster by being brought to the attention of the right decision makers. When the company
expands, it will have managers at different levels of operation. To minimise the time taken to
make decisions, employees need to be aware of how to move issues to higher levels of
management, where necessary.
It is also crucial for Wannaburger to measure its effectiveness levels. The importance
of measuring organisational effectiveness is that it highlights any areas that the company
needs to improve on provides employees and investors with an idea of the company’s
strengths which should be. Additionally, it views how well the company is achieving its set
goals and how close it is to its vision (Jiang, Frazier & Prater, 2006). Organisational
effectiveness looks across the entire company at the adherence to company’s core values, its
internal structure, long-term planning, and financial performance which are critical
components in any firm (Tzelepis, Tsekouras, Skuras&Dimara, 2006).
19

Part 6
Risk Management Plan
According to Kristina and Wijaya (2017), risk management is the process in which
uncertainties are identified, analysed, and responded to in a bid to maximise the positive
outcomes and reduce the effects of adverse events.
The process of risk assessment involves four significant steps. First, it is vital to identify
the risks, categorize and rate them, find ways to manage the risks, and finally review the
chosen methods to determine if they are efficient (Aloini, Dulmin&Mininno, 2007).
Wannaburger can face different types of risks in the future which may or may not be
anticipated. The risks that businesses face may lead to severe losses and others may even
cause a company to go bankrupt. It is therefore critical for Wannaburger to come up with a
risk management plan that will enable the company to look at the different risks in a
systematic manner and form strategies to minimise or eliminate the risks. First, the company
may face strategic risk, especially during the expansion process. In case Wannaburger
chooses to expand by acquiring already existing businesses in the food production sector, it
has to create a business plan that will be influenced both by the past business performance as
well as the market forces of supply and demand. However, business operations are ever-
changing activities, and even though the company may have a business plan in place, it may
become outdated quickly in the changing business environment (Odeyinka, Lowe & Kaka,
2012
Another risk that may face Wannaburger is the operational risk. This type of risk
occurs in case of unexpected failure in the day to day business operations. The risk may be
caused by different elements such as the company employees, the company operational
processes, or a technical failure (Sanchez, Robert, Bourgault& Pellerin, 2009). Once
Wannaburger expands its operations, it will need to improve its equipment, and these are
subject to failure. The company thus needs to be prepared for such cases by having insurance
policies in place. Operational risks may also be caused by natural disasters which may be
unpredictable (Power, 2004). To ensure that the company gets back to the financial position
it was in before the tragedy; it is crucial for it to have an insurance policy that will prevent
bankruptcies or massive losses. This type of risk has a 50% chance of occurrence (Wu, Kong,
Shi, Karimi & Zhang, 2014). This is averaged based on the area where the business is located.
20

Third, Wannaburger may face compliance risks. These are risks that are associated
with the failure of a company to comply with all the necessary laws and regulations that apply
to that specific business segment (Wu et al., 2014). As Wannaburger expands, it may face
additional regulations which it may need to comply with. To be able to minimise the
likelihood of this risk occurring, Wannaburger should ensure that its employees are well
trainedin the different laws and regulations that relate to the food production sector.
Fourth, Wannaburger may be affected by the market environment as well as different
economic trends. Incidentally, it may face stiff price competition from other food providers,
technological changes, and changes in regulations in regards to accounting, taxation, and
laws. It hence needs to remain informed and highly competitive to stand out from its
competitors. The chance of occurrence of this risk is 80% because market forces are very
prevalent.
Finally, with the company’s expansion, the firm faces project management risks. If the
company carries out a merger or acquisition transaction, it will need to carry out renovation
activities to ensure that the new businesses match the company’s design and layout. This
could lead to cost overruns (Raj Sinha, Whitman &Malzahn, 2004). The company hence needs
to identify any problems that may arise during the construction activities and ensure that the
resources allocated are well used. In an expanding company, the probability of this risk
occurring is 70%.
Part 7
Implementation
Wannaburger intends to expand its operations to introduce new products and enter
new markets. To do so, as aforementioned, the firm can expand either internally or
externally. The internal expansion will require the company to raise capital whether from
within the business by plunge back profits, selling shares and bonds, or by engaging either a
private equity investor or venture capitalist. Conversely, if the company expands externally, it
will either merge with other businesses or carry out an acquisition. The action plan that the
firm will employ is depicted below.
Objective Milestone Timeline
To analyse the most Merger or acquisition deals Three months.
21

favourable method of
business growth.
To formulate a business
plan in line with the
expansion strategy.
Complete Business plan Three and a half months.
To carry out marketing
activities using different
platforms such as social
media, advertisements, and
television advertisement.
Advertisements about the
newly launched burgers on
the social networking sites
and official website
Four months.
To conduct a risk
assessment.
Taking insurance covers
against the most likely risks.
Four months.
To Hire staff for the
different departments in
different businesses.
Fully staffed businesses. Five months.
To commence business
operations in the new
businesses.
Businesses start making
sales.
Five months.
Figure 1
Action plan and Reviewing plan
When What Target Objective Budget Description
01.07.18-
31.12.18
(6months)
Product portfolio
design and new
product
development
Young people
(15-24),
Adults and
family
members (25-
To increase the
customer base
by meeting
fundamental
needs of the
The completion of
this activity may
require 30,000
GBP
Involving the young adults and
their family members in the
decision making process
would be an innovative step
towards developing new
products. However, creating
the portfolio and taking the
others’ opinion is beneficial in
22

50 years) customers terms of modifying the design
before implementing it on the
product. In order to avert
delays, a time of 6 months is
appropriate for this activity.
01.09.18-
31.12.18
(3months)
Implementation
of marketing mix
elements
All identified
categorises of
customers
including the
mentioned
categories
above
To meet the
overall
business goals
of the
organisation
The cost of this
activity is already
considered in the
previous budget
Experimenting with the
products is crucial for reaching
to the appropriate buyer.
Herein lays the
appropriateness of marketing
mix. Within this, it needs to be
ensured that the identified
objectives would be fulfilled.
Financial aspects need to be
catered, as not to overshoot the
budget. The time of 3 months
is appropriate for the purpose.
02.09.18-
03.04.19
( 8months)
Application of
promotional and
advertising
activities
Audience
located at the
remote areas
and people in
the foreign
nations
To attract
customers and
create virtual
presence in the
global market
The
implementation
of this activity
may require
15,000 GBP
Promotion is the key towards
popularizing the brand. Therefore,
advertising the products and services
are crucial for luring the audience
towards the brand. A time of 8 months
is enough for providing access of
digital platforms to the people,
especially the ones who belong to the
remote areas.
Part 8
Evaluation and Monitoring
Monitoring and evaluation are very crucial steps in business operations. Monitoring
involves tracking the performance of the company in different areas while
evaluationinvolvestaking action based on the data. Businesses should not just compile
information in regards to the outcomes of various operations, but they should also take
action based on the data collected.
Wannaburger needs to evaluate business operations by performing benchmarking
activities. Benchmarking analysis refers to the process in which organisations compare their
performance against the performance of other organisations in a bid to improve their
operations and increase productivity (Itika, 2011).
Wannaburger needs to monitor its social media accounts as well as other marketing
platforms in a bid to determine whether they are effective or not. Additionally, it should
compare its marketing activities with those of its competitors to identify ways in which it can
23

improve the effectiveness of its marketing operations. The company also needs to look at the
supplies and logistics departments of different companies to identify how it can improve the
department.
Another vital area that the company needs to monitor is the performance of its
employees as well as that of the different departments. To identify the employees who are
performing correctly, the company needs to analyse the performance of the individual
workers against specific set Key Performance Indicators. The different key performance
indicators (KPIs) that are used need to be precise, measurable, achievable, relevant, and
time-bound. Incidentally, Wannaburger can provide its employees with targets that they are
required to achieve such as sales volume, output levels, and service time. Once the
performance of the employees is evaluated against the set targets, then the employees can
be rewarded if they have achieved the set targets. Conversely, they can be trained and
developed further in case they have not reached specificgoals.
Therefore, monitoring and evaluation is a critical part that Wannaburger should carry
out. It will enable the company to identify any areas of weakness by comparing employees’
performance to specific Key Performance Indicators and by carrying out benchmarking
analysis.
Words count:7322
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