Highfive: Business Plan, PESTLE, SWOT, and Marketing Analysis Report

This report provides a comprehensive analysis of the Highfive food delivery business, encompassing its mission, vision, and business idea. It delves into a detailed PESTLE analysis, examining political, economic, social-cultural, technological, environmental, and legal factors impacting the firm. The report also assesses Highfive's competitiveness, highlighting direct and indirect competitors, and the benefits of its online ordering system. A thorough overview of the target market, positioning strategies, and a SWOT analysis are included. Furthermore, the report outlines future planning for Highfive, including potential expansions and strategic initiatives, offering a well-rounded perspective on the business's current standing and future prospects. The report concludes with a summary of the PESTLE analysis and the SWOT analysis of Highfive.

STARTING A BUSINESS
AND FUNDAMENTALS OF
MARKETING
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Table of Contents
INTRODUCTION...........................................................................................................................3
Business idea- .............................................................................................................................3
Mission- ......................................................................................................................................3
Vision...........................................................................................................................................3
Main body........................................................................................................................................3
PESTLE analysis.........................................................................................................................3
Competitiveness and benefits.....................................................................................................5
overview regarding target market...............................................................................................6
Positing........................................................................................................................................7
CONCLUSION................................................................................................................................7
Pestle analysis conclusion............................................................................................................7
SWOT analysis of the Highfive ..................................................................................................7
Future planning of Highfive.........................................................................................................8
REFERENCES................................................................................................................................9
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INTRODUCTION
Business idea-
To develop a food delivery firm that means that from delivery services most of the revenues
comes through ordered online through the app users.
Mission-
Providing healthy and nutritious food to all
It is done by
 Supporting people by discovering the best restaurants around them.
 Developing amazing experiences all over dinning.
 To create and developing experiences by helping people.
Vision
High five food is used millions of people every day, Over 10,000 cities all over 24 countries.
Within a few years, they must capable of help the people to eat within a great place no matter
where you live in.
Main body
PESTLE analysis
It is an approach that can be used to monitor or analyses the factors of the macro
environment factors that impacted on the firm's performances. This is a tool that can be used to
enter within a foreign marketing (Kleinaltenkamp and et.al.,2015).
Political factors
These are the factors that may impact on the firm. A firm entering within market is always prone
to risk. A nation makes decisions ,will proves the adverse effects on the multinational goals and
profit. Political factors such as Tax policies, trade tariffs that a government may apply as well as
affect the business environment (Baines and et.al., 2017).
Government of U.K is investigating the practices that is modern employment practices regarding
the online food ordering platforms. They also states that these firms pay must link more closely
to the minimum wages.
Economic
These factors determines the economic growth, inflation rates, interest rates, exchange rates,
disposable incomes of costumers and unemployment rates. Because of these kinds of factors
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there is a direct or indirect impact on a firm. Therefore, it affects the buying power of the
costumers as well as could possible change the supply demand models within the economy.
To leave the European Union, the Highfive faces a harder timer to complete regarding a
shrinking pool for the staff members. The economic prospects and weakening pound led to
various workers choosing not to remain within the UK.
For food takeaways firms, the UK leaving single market ta able to leave the importers facing
extra around 1.3 billions costs. As an outcome it would rise around average import tariffs that is
around 23% as well as affect the food industry that can pass the cost onto the consumers.
Socio – Cultural
This factors focuses on the demographics characteristics such as values of population and
customs within that the firm operates. It involves the career attitudes,safety emphasis,lifestyle
attitudes ,health consciousness as well as cultural barriers. These kinds of factors which are
crucial for the marketers when targeting certain consumers.
Brexit ,forcing various people to leave the United kingdom, Highfive is looking to a new
workforce of the student labor to fulfill the demands. Thus the existing lawsuits influencing pay,
Highfive is also facing crisis with the new employees mnot joining the firm as quickly as
demand needed (Baines and et.al., 2017).
Highfive also being investigated regarding their low safety standard with workers. Allegations
of safety training, lack of health ,road and food safety are leaving the firm facing enhanced costs
within fulfilling the UK safety standards.
Firms like Highfive working with healthy food options that may causes a cultural shift from the
perception of traditional regarding unhealthy takeaway foods with the beginning of the public to
lookout as a convenient healthy alternative to the cooking (Kleinaltenkamp and et.al.,2015).
Technological
These factors may affect the operations of the firm within favorably and Non favorably. It refers
to the incentives of the technology as well as level regarding innovation, research and
development activity, amount regarding technological awareness that possesses by market.
Innovation is consider as the smart phone technology that leds to a growth of 22% within the
16-25 age group such as Group utilizes services like Highfive while ordering the food.
Innovation within development a custom app has enabled to create a low maintenance workforce
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who can easily communicated through app. This can leads to reduction within a traditional
delivery services as well as assist Highfive firms becomes market leaders.
Environment
These factors are more crucial due to the enhancing scarcity regarding raw materials,carbon
footprints targets that can be set through government. These involve environmental and
ecological aspects such as Climate change, environment offsets, weather that may affect the
industries in terms of farming, insurance , tourism as well as agriculture (Skripak. And et.al.,
2018). By the significance by using scooters and a fleet of bicycles, Highfive also operates
services that is Environmental friendly that aims to eliminates pollution and congestion as
compares to the cars as well as other delivery vehicles.
Highfive actively works with the local authorities of Europe to assist develop as well as
communicate initiatives to assist businesses as well as other potential influences regarding
climate change (Obama, 2017).
Legal
Legal factors overlaps by the political factors as they involves various specific laws such as
antirust laws,discrimination laws, employment laws as well as costumer protection laws,also
copyright and patent laws ,safety and health laws also considers.
Highfive also faces the discrimination lawsuits over three hundred staff members joining a claim
arguing that a firm fails to gives minimum wages, age discrimination and holiday pay. Firm
forces to improves pay regarding its couriers that are self employed ,the cost of the firm can
increases dramatically (Cadotte, 2016).
Highfive also faces the employment lawsuits that are london based arguing the firm is
preventing staff members from joining any unions as well as gaining right of workers. This
action is also considered as the Forefront to the another employment lawsuits as per against the
contractors that are self -employed such as Taskrabbit and Uber as they criticizes this for lack of
employee's protection that offered to people who work this kind of platforms (Cadotte, 2016).
Competitiveness and benefits
Competitors within the same industry offers same kinds of products as well as services to the
similar market. For the Highfive firm that sells food to the similar prices ans same target market.
Such as McDonald. It can be divided Into direct and indirect competition.
Direct competition
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These are the kind of the restaurants that are same kinds of the Highfive in terms of same
food ,cuisine ,operate under the same model services as well as appeals within same target
market. Such as McDonald, Burger king are both known as the food restaurants that provided
hamburgers (Gunelius, 2017)
Indirect competitors
They are able to sell various types of cuisines as well as operate under the various service model
but they consider in competition as they cater same kind of target market ,also does not offers the
exact same kind of meals such as Freshil as well as Earls Kitchen is consider as a fast casual
healthy eat restaurant (Cadotte, 2016).
A Competitive analysis is considered as the practices of evaluation competition from a various
angles within order to understand to marketplaces.
Benefits
Traditionally Online ordering for restaurants assist to increase the customer -relationship
through giving end to end customer relationship management I.e (CRM) system. It gives a
complete sales about new/ canceled orders, lifetime sales details. Whenever consumers places an
order ,an effective online ordering system sends notification through the Sms or email to assist
the restaurant employees makes the order of the execution faster. While on the other hand these
kinds of the software are also provided with GPS systems that assist to capture the whole
address that assures timely as well as fast deliveries (Skripak. And et.al., 2018).
Cheap and Free marketing
Strong online presence means that there is presence of the customer 24X7 without spending the
heavy money on the advertising. In addition to this internet is free community where all there is a
requirement for the user-friendly websites as well as social media platform such as Instagram
and Facebook to reach the target audiences (Cadotte, 2016).
overview regarding target market
The main targeting consumers of the Highfive firm is basically youth whose age is around 18-
36 . It is for those customers who wants to spend good times with their friends and family at
home . It also targets the foodie people, who are very well aware about where they get the
best foods within the town as well as visit those of cafe and restaurants.
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Positing
Highfive firm has positioned itself that able to brings suppliers, restaurants, consumers, logistics
partners together, food suppliers. The main aim of the firm is to create a detailed food
consumption of world as well as taste patterns all over the globe as well as share their
intelligency by the suppliers. High five is the United Kingdom app , it is becomes mandatory to
check the recommendation as well as reviews before going to any cafe's and restaurant. High
five is at the top position when someone looks for authentic reviews (Skripak. And et.al., 2018).
CONCLUSION
Pestle analysis conclusion
It provides the analyses of six various groups of factors of the Online food business. From the
political factors to the Environmental factors,it provides a range of impacts within a business of
the Highfive.
SWOT analysis of the Highfive
Strength
 It has very focused framework as well as tied to bring most of its unique offering. It is
well-connected with all the nearby restaurants as per the location of the consumers. This
focused approach assist the brand image as well as reputation of the organization.
 It has innovation and aggressive marketing strategy.
 It also expanded so fast as well as regularly won the rewards, Its online app is user-
friendly as well as it is fantastic as it aids people to discover all the amazing restaurants
which are nearby as well as area.
Weakness
The major issue came here is about security issues through which app was hacked as around
million of people users data was copied. Such kind of the security may be the nightmare
regarding the internet firms.
It is mention that app is used within the 24 nations, but simultaneously the firm has the rapid
expansion. As there is lot of the expansion needed.
Opportunities
Firm is coming up with the concept called Cloud restaurants as restaurants does not have proper
place (physical) to sell their food products , rather they can sell their food on the Highfive.
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There is huge enhances within adoption regarding internet.
Creating a community – They have the huge following but unable to communicate with each
other, Creating a community and a forum outsiders of the users already following
organization have a huge benefit regarding brand.
Adoption of the Smartphones and internet- There is huge enhance within adoption regarding
uses of internet as well as underdeveloped nations as well . Here the usage of the
smartphones has enhanced. Thus, there are more and more research and orders all about
various restaurants happen online rather than by physical visits.
Threats
The major threats facing by the firm is that nowadays google itself getting within the
recommendation of the restaurants. Also, the google shows the homepage maps where
persons can search the people within locality. As google bring brand as the firm faces the
huge competition from them.
Future planning of Highfive
By providing beverages items such as alcoholic items. Also, providing the drone services for
delivering food items.
Restaurants also provides the healthy food juices for the breakfast as it is cost-efficient as well as
healthy for the youth as well as old age people.
It also provides more jobs to the needy people of the developing countries so it can creates jobs
also in the future references.
Backup plan
In case of failure a plan is developed in which concepts will be changed and new market will be
selected also brick and mortar model can be applied as a backup plan.
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REFERENCES
Books and journals
Baines, P.and et.al., 2017. Fundamentals of marketing. Oxford University Press.
Cadotte, E.R., 2016. Creating value in marketing and business simulations: An author’s
viewpoint. Journal of Marketing Education.38(2). pp.119-129.
Gunelius, S., 2017. 10 laws of social media marketing
Kleinaltenkamp, M.and et.al., 2015. Fundamentals of Business-to-business Marketing. Springer.
Obama, M.O., 2017. Fundamentals of Cattle Marketing in Homa Bay County, Kenya: Analyzing
Market Intermediaries, Price Formation and Yield Performance.
Perreault, W.D., 2018. Essentials of marketing. New York: Mc Graw Hill.
Skripak, S.J.and et.al.,2018. Fundamentals of Business: Canadian Edition.
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