Marketing Strategy and Plan: Huxtaburger Belmont, Australia

This report presents a comprehensive marketing strategy and business plan for a proposed Huxtaburger store in Belmont, Australia. It begins with an executive summary, followed by an introduction outlining the aims and objectives, and the mission and vision of the business. The report details the store's strategic location near educational institutions, supported by demographic data from the Australian Bureau of Statistics. It covers COMP factors, customer profiles, target market segmentation, product descriptions, and a communication plan. Competitive analysis compares Huxtaburger with KFC and McDonald's, while internal and external analyses are conducted through SWOT and PESTLE frameworks. The report concludes with key findings and recommendations, supported by references and appendices, providing a thorough overview of the business's potential in the Belmont market.

Running head: MARKETING STRATEGY AND PLAN
Marketing Strategy and Plan
Name of the student
Name of the university
Author Note:

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MARKETING STRATEGY AND PLAN
Executive Summary
The following report is basically a business plan that is based on the construction of a business
plan for Huxtaburger store to be established in Belmont, Australia. The plan has started with a
brief introduction of the company itself and has proceeded with the description of the mission
and vision of the organization. One of the important factors of the business is to ensure the
presence of a strong and compact locational planning of the proposed burger store in Belmont
according to the popular demand. The selection of the store has been fixed near the educational
hub of Belmont in Fisher Street which is in close proximity to the Belmont City College,
Cloverdale Education centre and Cloverdale Primary School. The location has been fixed by
analyzing the data received from the Australian Bureau of statistics. The location thus depends
on the different demographic factors which helps the food eatery to be successful in the new
market and avoid huge competition from other competitors like KFC or Burger King. The
product description, market segmentation and market analysis have been done in a proper and
efficient way that is required to establish the business and crteate a niche demand of the
products. The competitive analysis along with the internal and external analysis is also equally
important in this particular business planning.

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Table of Contents
Introduction......................................................................................................................................5
Aims and Objectives....................................................................................................................5
Mission and Vision......................................................................................................................5
Location and Facilities.................................................................................................................6
COMP Factors.................................................................................................................................6
Customer......................................................................................................................................6
Target Market..............................................................................................................................7
Product Description.....................................................................................................................8
Communication Plan.......................................................................................................................8
Competitive Comparison.................................................................................................................9
Market segmentation.....................................................................................................................10
Internal and External Analysis.......................................................................................................10
SWOT Analysis.........................................................................................................................10
PESTLE Analysis......................................................................................................................13
Conclusion.....................................................................................................................................15
References......................................................................................................................................16
Appendices....................................................................................................................................18
Appendix 1.................................................................................................................................18

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MARKETING STRATEGY AND PLAN
Appendix 2.................................................................................................................................19
Appendix 3.................................................................................................................................19
Appendix 4.................................................................................................................................20

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MARKETING STRATEGY AND PLAN
Introduction
The following business plan will provide a plan for the opening of a Huxtaburger store in
Belmont, Australia. The plan will offer a detailed layout of the business in Belmont and will
discuss the mission, vision and also get an idea on the strategic focus of the company in the new
store. The plan will also provide a clear and transparent financial statement that will help the
organization to prepare a proper plan for starting the business. The business will be established
under a new franchisee model in Belmont. The success of Huxtaburger in different regions in
Australia and the presence of a number of different colleges and educational institutions in
Belmont have led to the planning of the following business.
Aims and Objectives
The aim of Huxtaburger will be to open a strategic store in Belmont. The objectives of
the business are as follows;
 To select a strategic location for the store
 To ensure a proper marketing survey for the business
 To expand Huxtaburger in Belmont and provide a tough competition to KFC and
McDonald’s
Mission and Vision
The vision statement of Huxtaburger is the organizational development of the company
which is based totally on the corporate statement of the organization. The corporate statement of
the organization concentrates on the excellence of the organization and being best in the industry
(Brinckmann et al. 2015). The mission statement of the organization is also linked directly to the
corporate mission statement which suggests the importance of the activities like product, quality

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and superior pricing that defines the success factor of the business in the country. According to,
Ghezzi et al. (2015) the mission statement also states the expansion of Huxtaburger across
Australia to gain a share in the potential fast food service industry of Australia.
Location and Facilities
The new franchisee has decided to open the store in Belmont which is one of the suburbs
of Perth city in Australia. The franchise has plans to locate its store in close proximity to
Belmont City College which is one of the potential sites selected by most of the marketing
professionals of the different eatery companies. The following area is suitable because of the
presence of the college which will be providing a proper market for the organization. The store
will be located on Fisher Street which will help students from Belmont City College,
Cloverdale Primary School and Cloverdale education centre to easily visit the store. The
following store will have all the modern facilities in it to compete in the market and achieve a
healthy market share. The store will have online order facilities and other modern facilities to
serve the customers in the best possible way.
COMP Factors
Customer
The customers will be the main priority of the business and it is utmost important for the
business to manage the customers wisely (Harrington, 2016). The new store has fixed its target
market or the target customers as the college and school going students and also the office goers
in Belmont. The customers form an important part of the organization as because it is the
customers who have to be satisfied by the company.

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Organization
The organization has the reputation of being the best Burger makers in Melbourne. Since
the opening of the company in 2011, the company has made itself a name and also a culinary
icon in the city of Melbourne. Different critical reviews praising the burgers have poured in from
different sources of media. The food credentials are the main reasons for the success of the
company (Hopp & Greene, 2018). This has helped the organization to be one of the best in the
business. Therefore the new store also has to maintain all these parameters in order to maintain
the standards of Huxtaburger.
Target Market
The target market will appeal to the Robin professionals who are office goers and
especially the students and the school goers who are the consumers of burgers. The business will
also meet and underserved need for a restaurant family dining or coffee house establishment for
the numerous people staying in the area. The market segment is largely based upon the singles
who are aged between 16 to 35 years. Apart from this there also children graduate and
professional students who are attending different courses in the universities. There also some
tourist and other people who can be potential customers of the business. The targeting of the
demographic group with the young market especially the young males and females who are
regular college goers is the best strategy that can be taken by the company to meet its goals. A
market survey carried out by the marketing professionals of the company has shown a liking for
beef burger among the students of Belmont. Therefore the restaurant must innovate with beef
burger to attract more and more customers to the store. The management of the franchise in
Belmont has also plans to introduce new vegetarian flavors for some of the Asian students who
prefer a vegan meal (Hopp et al. 2018). The target market of the company therefore helps to

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MARKETING STRATEGY AND PLAN
ensure a better planning and the better strategy for the sustainability of the company. The
demographic analysis of the target market will also help the company to reduce cost and ensure
quality and the better productivity.
Product Description
The main products of the company are mainly the burgers which include Beef Burgers,
Chicken Burgers, Vegetarian Burgers, Breakfast Burgers and some special innovative Burgers.
Apart from this the Belmont store will also serve Soft Drinks, Coffee and different Kids packs.
However the main product that will be the product of the store will be different kind of Beef
Burgers which includes, Beef stack burgers, beef roll burgers and beef slice burgers along with
many more as such. The huge popularity of the beef burgers among the local students and the
residents will act as the main factor for such a choice.
Communication Plan
Communication plan is one of the major considerations that will have to be kept in mind
while the start of the new business. Some of the major steps that can be undertaken by the
company are as follows;
a. Performing Situational Analysis- It is important for the franchise that will be operating
the business of Huxtaburger in Belmont to carry out a situational analysis of the
organization. This will involve the performance of a communication audit that will
involve the training and brainstorming of the staff, conduction of different surveys and
talking to other departments of the company.
b. Defining the Objectives of the business clearly- The objective of the business will be to
top the list of eateries presently operating in and around Belmont, Australia. The eatery

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that will be located on Fisher Street will mainly focus on the serving of the best burgers
in the suburbs and earn a name of it which will also be helpful to gain a competitive edge
in the market.
c. Defining the main target customers of the business- As mentioned earlier the
identification of the target market and the target customers will be helpful for the
business to set the strategies of the business accordingly.
d. Identification of the different media channels- The identification of the media channels
will help to deliver the messages of the organization to the targeted customers easily.
e. Establishment of a scheduled Timetable- The communication objectives will be set by
maintain a scheduled timetable that will help in the delivery of better results in the
market.
Competitive Comparison
The direct competitors of the business are KFC and McDonalds. On the other hand
localized restaurants offering Burgers can also act as the competitors of the business
organization. McDonald's business is profit making in the Fast Food industry as compared to its
competitive extra burger. The gross margin of profit for McDonald's is more than 40% while
hipster burger has been earning around 35% of marginal profit. The presence of McDonald in
and around the globe along with Australia is crucial for success in the Fast Food Industry. On the
other hand extra burger has limited stores in and around the globe and is slowly expanding in
Australia (Hopp et al. 2018). The international experience of McDonalds cannot be compared
with that of extra worker. The marketing mix of McDonald’s thinks Global Act local. However,
the companies supports the supports the internalization and globalization of the elements to
create a competitive advantage. The organization must ensure that its structure seats in with its

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MARKETING STRATEGY AND PLAN
International environment while at the same time they are the internal factors that are required to
implement the strategic goal (McKenzie, 2017). The organization has to formulate its marketing
mix according to a specific set of guidelines that help to earn revenue. It is important to form a
proper and efficient strategy to overcome the weakness and prevail over the Rivals.
Market segmentation
The market opportunity analysis for Huxtaburger points out the strategies of the food
retail store in a proper way. The restaurant must be in proximity to new and existing residences
including the areas where the educational institutions are located. The presence of KFC and
McDonalds inside some of the college premises is a threat to the company. To counter the
following trait the organization have to be located just outside the university Complex and in a
location that is in close proximity to different officers and commercial complexes. The products
especially the burgers sold there will be positioned and marketed in such a way so that it can
finish a demand for the people who are regular visitors of the restaurant.
Internal and External Analysis
SWOT Analysis
STRENGTHS OPPORTUNITIES
 Popularity in Australia
 Strong franchise Network
 New Broilers in restaurants
 Presence of Strong Branding
 Market Expansion
 Market Penetration
 More Mobile outlets

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MARKETING STRATEGY AND PLAN
WEAKNESSESS THREATS
 Decreasing sales in mature markets
 Large Franchisees
 Unstable ownership
 Competition
 Prices of Raw Materials
 Business Permit issues
1. Strengths: The popularity of the restaurant chain in Australia is one of the biggest
strengths of the burger outlets. The business is almost present in every Australian city
with presence of mobile outlets in all the educational institutions present in the country.
The company operates approximately xx subsidiaries overall Australia that oversee the
franchise operations acquisitions and all the financial obligations. Extra burger seems to
be operating in the major cities of Australia. It has a large number of different franchises
and also different company owned outlets most of them are owned by franchises which
helps the company to earn more profit and reduce the cost of production. The company
has completed the rule out of new flexible broilers, fire born grilled ribs and also offers
other new facilities in the new outlets (McKenzie, 2017). Extra burger has added this
today new menu and has helped them get competitive edge over the other players in the
market. Branding is one of the main issues with most of the restaurant chains in
Australia. However Huxtaburger has prove themselves to be your special brand as their
marketing and Advertising campaigns are focus towards innovating the menus rather than
worrying about finances.
2. Weakness: The rise in the health conscious population has made it difficult for the
organization to earn enough reading this has affected the business as a whole. The
presence of such a gloomy financial future is surely one of the major weaknesses of the

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company (McKenzie, 2017). Large number of different franchise outlets as a thin the
increase in the difficulty to handle the operations along with the maintenance of quality.
The brand image of the company has suffered due to the presence of large franchises. The
unstable ownership of the company in the recent times has been a weakness for the
company the current Parent company is the result of the restructuring of the total
company.
3. Opportunities: Market expansion is one of the greatest opportunities for Huxtaburger.
The expanding and developing markets will be beneficial for the company. The
management of the company has targeted to expand itself in Australia especially in areas
like Belmont where there are lots of educational institutions. The courses and the main
customers of the company or persons attending the educational institutions, it is one of
the largest opportunities for the company to open their outlets near these institutions. The
strengthening of the outlet network can be achieved by deep penetration in the current
market (Simón-Moya & Revuelto-Taboada, 2016). This will help to increase revenue and
also attain a competitive edge in the market. Apart from the above mentioned
opportunities, the management of the company has decided to start new mobile outlets to
facilitate service for the different educational institutions. The presence of mobile outlets
will further increase the revenue production of the company.
4. Threats: The presence of KFC Subway McDonalds and some large scale organizations
are potential threats to the local company. The management of extra burger will find it
difficult to attend the target in Belmont because of the presence of different food outlets
like the mentioned once. The increasing price of raw materials will surely affect the
industry as a whole. Huxtaburger is no exception to this and their business is also going