Strategic Marketing Plan for Wannaburger: Business Analysis Report

This report presents a strategic marketing plan for Wannaburger Restaurant, situated in Edinburgh. It begins with an executive summary, outlining the business profile, vision, mission, goals, legal structure, and offerings. The report then delves into an external and internal environment analysis, including industry characteristics, competitor analysis, PESTLE, Porter’s Five Forces, and SWOT analyses. The marketing plan section covers market analysis, value proposition, target customers, marketing objectives, and key performance indicators. It details product, price, promotion, and place strategies, along with a marketing budget and timeline. The report concludes with a human resource plan, focusing on the development of the organizational structure. The report utilizes SMART criteria for business goals, and discusses critical success factors. The analysis includes the 4Ps of marketing to address the issues faced by the business. The report also covers the competitive strategies of the restaurant, and explores the impact of political, economic, socio-cultural, technological, environmental, and legal factors on the business.

Running head: STRATEGIC MARKETING PLAN
Strategic Marketing Plan
Name of the Student
Name of the University
Author note

1STRATEGIC MARKETING PLAN
Executive Summary
The report has helped in analysing the business plan for Wannaburger Restaurant that is
situated in Edinburgh. The legal structure of the company along with the different kind of
vision and mission of the company. The purpose of the business plan has been discussed
along with identification of the offerings of the business effectually. Furthermore, the
PESTLE, SWOT and Porter’s Five Forces Analysis has been done in order to understand the
internal and external business environment analysis. The 4Ps of marketing has been discussed
that assisted in understanding the issues faced by the business effectively.

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Table of Contents
Part 1- Develop a business profile 4
Background of Business 4
Vision and Mission 4
Business Goals and Objectives as per SMART criteria 4
Critical Success Factors of Wannaburger 5
Legal Structure of Business 6
Offerings of Wannaburger 6
Purpose of Business Plan 6
Part 2- External and Internal Environment Analysis 7
Characteristics of industry and important trends 7
Key Competitors and formulation of competitive strategy 8
PESTEL Analysis 8
Porter’s Five Forces Model Analysis 9
SWOT Analysis 11
Part 3- Developing Marketing Plan 12
Market Analysis 12
Value Proposition 12
Offerings to target customers 13
Overall Marketing Objectives and Key performance Indicators 13
Product Strategy and Tactics 15
Price Strategy and Tactics 15

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Promotion Strategy and Tactics 16
Place Strategy and Tactics 17
Marketing Budget and Timeline 17
Part 4- Develop a human resource plan 19
Development of organizational structure 19
References 20

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Part 1- Develop a business profile
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 organization 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
Specific- Business of Wannaburger can create different objectives to achieve targets
at end of the year. Proper specification is essential to find out specific target customers.
Wannaburger needs to create such goal and objective with serving the single ordered
customer within a minute of the order that has been placed by them.
Measurable- Objective of Wannaburger has to be measured as this will help
managers in understanding the achievements that can be made by them. Wannaburger can

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measure time of service during period of one-hour. This will help them in recording number
of times customers with single orders has been served within minute of placing order.
Achievable – The goals can be achieved by Wannaburger in order to make sure that
that they have different tastes of food that is being served by the restaurant and serve food as
soon as possible. The managers need to keep an eye on how efficiently the employees are
working and serving the single-ordered customers within a minute after order has been placed
by customers.
Relevant to firm- The objectives are essential in nature to achieve the goals and aims
of the entire business. The customers are required to be provided with different services as
this can make them happy and it will increase the profitability of firm.
Time- The objectives and goals are required to be set with start along with finish
dates. For instance- The managers of Wannaburger can tell different employees to achieve
one-minute service objectives as this will assist them in performing better than different
competitors in market.
Critical Success Factors of Wannaburger
Range of the customers is key success factor of Wannaburger wherein it provides
ability to appeal to wide range of different customers in market. 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 is other factor that is managed by Wannaburger Company that 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 is the critical success factor that has to be managed by the company in
which it is seen that there are economic downturns (Di Benedetto & Lindgreen, 2018).The

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affordability is major factor and Wannaburger offers customers with a full meal at a small or
lower cost.
Availability is the critical success factor that has 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).
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.

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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 emphasized 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 customers is 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 safety is 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).
❖ E-commerce and technological advancements has 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 customers

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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 pressurizing 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).

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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
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 Model 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.,

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2015). In case of Wannaburger, the competitive rivalry is the strong force that includes the
following:
● High number of organizations (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 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.

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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)
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)