Semester-Long Marketing Plan for Hog's Breath Cafe, HI5004

This marketing plan analyzes Hog's Breath Cafe, an Australian steakhouse chain. The report includes an introduction to the organization, competitive analysis against Kingsleys Australian Steakhouse and IMC Steak House, and an environmental scan covering political, economic, social, and technological factors. It also analyzes the micro-environment, demand forecasts, and details segmentation, targeting, and positioning strategies, focusing on millennial customers. The plan highlights the organization's strengths and weaknesses, providing a comprehensive overview of its marketing approach. The report concludes with a list of references.

Running Head: MARKETING PLAN
MARKETING PLAN
Name of the Student
Name of University
Author Note

MARKETING PLAN 1
Table of Contents
Task 1...............................................................................................................................................2
Introduction to the organization- Hog’s Breath Café......................................................................2
Competitive information..................................................................................................................2
Environmental scanning..............................................................................................................4
Macro environmental analysis.................................................................................................4
Micro environmental analysis..................................................................................................6
Demand forecast..........................................................................................................................7
Segmentation targeting and positioning......................................................................................7
Segmentation...........................................................................................................................7
Target customers......................................................................................................................8
Positioning...............................................................................................................................9
References......................................................................................................................................10

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Task 1
Introduction to the organization- Hog’s Breath Café
The concerned organization, Hog’s Breath Café, is an Australian and
international restaurant chain providing franchise to steak house restaurants (Hogsbreath.com.au.
2019). The innovations in the recipe of the dishes provided the business with a competitive edge
over the existing players in the markets. Prajogo (2016) stated that the frequent innovations in
the organizational processes are based on the efficient assessment of the changing needs of the
customers. In this relation, the lucrative offers that are being proposed by the concerned venture
empowered the same in improving the organizational position while increasing their sales
volume. Again, the improvements in the quality of the propositions permitted the venture in
retaining the loyalty of the target audience.
Competitive information
Factors Hog’s Breath Café Kingsleys Australian
Steakhouse
IMC Steak House
Product The organization
specializes in
proposing prime rib
steaks in different
combinations with a
wider variety of steak
sauces. Therefore,
Fresh steaks with a tinge of
simplistic spices for
retaining the real flavours.
Apart from steaks, the
organization also provides
the customers with Chicken
Liver Parfait, Apple Cider
Few range of steak
are provided by the
restaurant.
However, the
improved quality
of the propositions
supported the

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the venture propose a
limited range of
propositions to the
customers
(Hogsbreath.com.au.
2019)
Jelly, Tiger Prawns,
smoked Chilli Butter and
the like which reflects the
wider range of propositions
that are made by the
venture
(Kingsleysauststeak.com.au
2019)
venture in retaining
the trust and
loyalty of the
customers.
Moreover, the
organization also
provides a wider
range of other
delicacies in
accordance to the
changing needs of
the customers,
representing their
competitive edge
(IMC Steak House
2019)
Market Domestic and
international market
of Australia
Domestic market of
Australia
Domestic market
of Australia
Customer International and
Australian customers
Customers in different
regions of Australia
Customers in
different regions of
Australia
Price A decent meal A fair meal for one starts at The organization

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serving for one starts
at AU$9.90. the
organization used
penetration pricing
strategy for
encouraging the
maximized
engagement of the
customers
(Hogsbreath.com.au.
2019)
AU$11 in the organization
which is a bit competitive
in the Australian markets
(Kingsleysauststeak.com.au
2019)
provides its
proposition based
on skimming
pricing strategy as
one of their lowest
priced propositions
might cost the
customers with an
AU$18 (IMC
Steak House 2019)
Environmental scanning
Macro environmental analysis
Factors Description
Political  Increased political stability in Australia, reflecting an average point of .95
is one of the influential factors supporting the growth and expansion of
the businesses (Gray, Harymawan and Nowland 2016). Therefore, it
can be a better environment for the small and medium business
companies in Australia to enhance profitability in business.
 The minimized indulgence of the Australian government in the business
operations and policies through imposition of regulations would empower
the rate of operations of the concerned venture while operating in the

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Australian markets.
Economic  The GDP of Australia in the second quarter of 2019 was recorded to be
$275,141 million which has grown from the last year (Ellis and Littrell
2017). The growth in the GDP would contribute to the growth of the
businesses while operating in the different markets.
 The continuous growth of the Australian economy also supported the
lifestyle of the people while increasing their affordability. The increased
affordability of the customers would also allow the businesses in locating
potential customers and drawing their attention to their propositions (Al‐
Hadi et al. 2017)
Social  The increased employability of the people in Australia has empowered the
disposable income of the same. The increased rate of disposable income
among the communities in Australia holds an immense opportunity for
the concerned organization in sourcing heir business growth while
operating in the different regions.
 The changing taste and preferences of the customers is one of the major
factors that might drive the operations of the businesses. It has been noted
that 21% of the Australian population are Millennial, who prefers
experience based propositions (Taghian, D’Souza and Polonsky 2015).
It holds an immense opportunity for the concerned venture in developing
loyal customer base through continuous improvement of product lines
with inclusion of new dishes in accordance to the needs of the customers.
However, it has been noted that 67% of the Australians are encountering

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issues due to overweight and 4.9% of the population suffer from type 2
diabetes (Prajogo 2016). The increasing health concerns among the target
customers might affect the capabilities of the organization in empowering
their sales volume.
Technological  It has been noted that more than 88% of the Australian households have
access to internet which would permit the organization in empowering
their promotion based operations (Ellis and Littrell 2017)
Micro environmental analysis
Factors Explanation
Competitive rivalry
(High)
High competition in the markets with companies like
Kingsleys Australian Steakhouse and IMC Steak House
providing wide range of propositions
Bargaining power of the
suppliers
(Low)
The bargaining power of the suppliers are low as there are
huge number of the same available in the markets offering
competitive costs for the supplies
Bargaining power of the
customers
(High)
The bargaining power of the customers are high due to the
presence of intense competition in the restaurant markets.
Therefore, the increased competition in the markets backed
the bargaining power of the suppliers.
Threat of substitution
(Moderate)
The steak substitutes that are available in the Australian
markets have attracted a considerable amount of customers
who are planning to quit their meat- consumption practices.

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However, the increase in the loyal customer base for the
steaks have moderated the threat of substitution.
Threat of new entrants
(Low)
The threat of new entrants are low as the loyal customers
specifically rely on the propositions that are being proposed
by the existing market players
Demand forecast
The demand for meat consumption has been changing since the year 1963, but the
average meat consumption in Australia was assumed to be 110 kilograms per person per year
(Taghian, D’Souza and Polonsky 2015). However, it has been noted that there was a change in
the type of meat consumption trend in Australia which reflected the growth of chicken and pork
consumption over beef, mutton and lamb. It has been noted that the per-capita annual
consumption of chicken in Australia increased from 4.6 kilograms per person in the year 1965 to
47 kilograms in 2016 (Ellis and Littrell 2017). On the other hand, the pork consumption was
rejuvenated through remarketing. However, it has been noticed that there is a diminishing trend
of beef consumption in Australian markets due to the increasing health related issues.
Segmentation targeting and positioning
Segmentation
Elements Explanation
Geographic  Customers are living in urban areas.
 Domestic consumers in Australia
Demographic  Millennial customers

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High Quality
Low Quality
Low Price High Price
 Belonging to age range of 19- 37 years
 High and mid-earners
Psychographic  Middle and upper class people
 People expecting experience based services
Behavioural  Meat lovers
Target customers
The primary target market of the concerned organization are the millennial population
whose age is ranging from 19- 37 years and are meat lovers. The secondary target market of the
concerned organization are ranging from the age group of 23- 40 years of age. The delineation of
the target market would allow the organization in improving the rate of operations in accordance
to the needs and preferences of the customers.
Positioning

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References
Al‐Hadi, A., Chatterjee, B., Yaftian, A., Taylor, G. and Monzur Hasan, M., 2017. Corporate
social responsibility performance, financial distress and firm life cycle: evidence from
Australia. Accounting & Finance.
Ellis, L. and Littrell, C., 2017. Financial Stability in a Low Interest Rate Environment: An
Australian Case Study. Monetary Policy and Financial Stability in a World of Low Interest
Rates. Reserve Bank of Australia, Sydney.
Gray, S., Harymawan, I. and Nowland, J., 2016. Political and government connections on
corporate boards in Australia: Good for business?. Australian Journal of Management, 41(1),
pp.3-26.
Hogsbreath.com.au. 2019. hogsbreath.com.au. [online] Available at:
https://www.hogsbreath.com.au/the-hogs-story/ [Accessed 18 Dec. 2019].
IMC Steak House., 2019. Menu — IMC Steak House. [online] IMC Steak House. Available at:
https://imcsteakhouse.com.au/menu [Accessed 18 Dec. 2019].
Kingsleysauststeak.com.au., 2019. Kingsleys CBD Steakhouses. [online]
Kingsleysauststeak.com.au. Available at: https://kingsleysauststeak.com.au/ [Accessed 18 Dec.
2019].
Prajogo, D.I., 2016. The strategic fit between innovation strategies and business environment in
delivering business performance. International Journal of Production Economics, 171, pp.241-
249.

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Taghian, M., D’Souza, C. and Polonsky, M., 2015. A stakeholder approach to corporate social
responsibility, reputation and business performance. Social Responsibility Journal, 11(2),
pp.340-363.