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.

STRATEGIC MARKETING PLAN 2
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

STRATEGIC MARKETING PLAN 3
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

STRATEGIC MARKETING PLAN 4
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

STRATEGIC MARKETING PLAN 5
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

STRATEGIC MARKETING PLAN 6
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

STRATEGIC MARKETING PLAN 8
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).

STRATEGIC MARKETING PLAN 9
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)

STRATEGIC MARKETING PLAN 12
● High cost of development of brand (Weak force)
● Switching cost is low (strong force)
SWOT Analysis
Strengths
● 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 behind 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
Threats
● Strength of the competition
● Fluctuation of the foreign exchange
rates
● More health-conscious customers in

STRATEGIC MARKETING PLAN 13
(Chernev, 2018)
● Consolidation of the different
retailers so the better locations for
their franchisees
the market
● Changing demographics
Part 3- Developing Marketing Plan
Market Analysis
The target market of Wannaburger includes the following:
● Kids from three to seven years of age wherein they offer healthier choices of meal to
the kids
● Working adults who prefer takeaways, Drive-thru and 24 hours service
● Families on weekend outings or meals such as high-quality meal at cheaper prices on
specific days (Wagner & Eggert, 2016)
Value Proposition
The benefits gained by Wannaburger is that they can create the customers with
different range of products and services as per their choices. The customers are the assets of
Wannaburger and the company needs to understand the requirements of the different age to
serve them in different manner (Bresler & Lubbe, 2014). Furthermore, the restaurant knows
the value of retaining the customers by providing them with efficient training and providing
unique benefits. This will help the commitment level of the employees in performing their
job efficiently.

STRATEGIC MARKETING PLAN 14
Furthermore, it includes the fast and efficient service to the different customers by
adding good value offering and pricing to the customers (Baker, 2016). The consistency in
the menu items is necessary in nature as this helped them in providing quality products to the
customers of different age groups and gain competitive advantage in the market.
Offerings to target customers
Wannaburger offers the customers with consistency in the products that is offered by
them. The different kind of segmentation has been done in the company in accordance to the
lifestyle and convenience of the individuals (Huang et al., 2015). The behavioural
segmentation has been done by the company that included the different occasions such as
birthday parties organising along with other occasions are celebrated by the company that
helps them in becoming the best in the entire competitive market (Martín-de Castro, 2015).
Overall Marketing Objectives and Key performance Indicators
The overall marketing objectives of Wannaburger includes the following:
● Fresh food and simplicity is the first objective adopted by Wannaburger that has
reflected the business values such as social responsibility and good returns for the
different shareholders. The nutritious choices in the food is required to be maintained
by the company as to provide healthier choices to the different customers (Miquel-
Romero et al., 2014).
● New strategies for success is the second marketing objective wherein the company
has committed to provide exceptional experience to the different customers. With the
help of technological innovations, the respective restaurant can create strong brand
image of the company effectively (Sheth & Sisodia, 2015).
The key performance indicators of Wannaburger are as follows:

STRATEGIC MARKETING PLAN 15
From the above diagram, it can be analysed that the key performance indicators of
Wannaburger helps them in maintaining the quality along with serving the customers in an
appropriate manner.
The marketing mix is essential in nature for all the organizations as this assist in
providing and creating right strategy of marketing along with the implementation through
different kind of effective tactics. The importance of the marketing mix is to determine the
ability to help the businesses to determine the suitability of the product or service for the
particular customer base in the entire competitive market (Chernev, 2018).
Wannaburger needs to introduce the marketing mix in such a manner that can help
them in managing the different kind of issues related to the 4Ps of marketing that are of huge
importance in Wannaburger and this can help them to compete with the other competitors in
the entire competitive environment (Chernev, 2018).
Quality control
Different usage of the social
media networking sites such
as follow on twitter and
Facebook
Percentage of the suppliers
who are adhering to the
standards required by
Wannaburger
Focus on service
Index of the customer
satisfaction has to be
analysed and judged
effectively to understand
the number of satified and
unsatisfied customers
Service time has to be
analysed effectively

STRATEGIC MARKETING PLAN 16
Product Strategy and Tactics
Wannaburger is one of the growing fast food restaurants that is based in Edinburgh.
The places wherein Wannaburger will be introducing their franchisees or branches, the
company needs to emphasis on the development of the menu and the requirements of the
customers as well.
The research of the entire market is required to be done to understand the changing
tastes and preferences of the customers. In order to meet the changes and requirements, the
company needs to introduce new products in their menu and phased out the old ones.
Wannaburger is known for hamburger and while this product is their main product line, the
company offers different products to complete the experience of the customers (Chernev,
2018).
This kind of pricing strategy can be adopted by Wannaburger to generate profits and
the diversified product range can help them in focusing more on the vegetarian products in
different regions wherein the customers prefer such products with high nutritional value. This
product component includes standardization of the products that helps in supporting
economies of scale.
Price Strategy and Tactics
Wannaburger can include different pricing strategies that offers bundling products
with meals and other products for their customers. The perception value of the different
customers is essential element or determinant of the price that is being charged (Chernev,
2018).
The customers may draw a picture in their mind regarding the worth of the product.
The danger of using the low price for the products can be dangerous for the company as the
customers may feel that the food is of low quality and it has been compromised.

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It is required for Wannaburger to decide on price after being fully aware of the brand
and the integrity of the same. The pricing strategy of Wannaburger includes the following:
● Product Bundle pricing strategy
● Market oriented pricing strategy
From the above, it can be seen that the pricing strategy of Wannaburger is market
oriented in nature and this market strategy can help in reflecting the market conditions along
with competitive landscape (Chernev, 2018). However, the product bundle strategy includes
the offering of the products such as combo meal that can help the company in gaining more
customer presence.
Promotion Strategy and Tactics
Wannaburger can promote the different products through the help of variety of
implementation of strategies along with tactics. This particular component of marketing mix
uses the communication mix strategies to reach to the customers in an effectual manner. The
communication strategy is followed with the help of the social media networking along with
personal selling and advertisements. Wannaburger can apply the following communication
strategies that is arranged in accordance to the significance:
● Sales promotion
● Personal Selling
● Public Relations
● Advertisements

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Advertising is the most essential tactics that is used by Wannaburger as to promote
the different products to the customers in the market. Wannaburger uses the personal selling
technique in such a manner that will encourage the customers to order more products such as
desserts or sides (Chernev, 2018). The Wannaburger restaurant can use the public relation
strategy to promote the business as well as the services delivered by them to the customers.
Place Strategy and Tactics
Wannaburger can complete the different transactions in the restaurants and this
component of the marketing mix includes different places or venues through which the
restaurant can make different transactions with the customers. Wannaburger can include the
different kind of places for distributing products that includes:
● Restaurants
● Mobile Application
● Kiosks
● Website
Wannaburger can generate most of the revenues at the different restaurants. On
the other hand, the restaurant occasionally uses Kiosks such as in different malls along
with venues of special events. The customers of Wannaburger can place the orders
through the website of Wannaburger as this can assist them in generating sales and
revenues in a huge manner (Chernev, 2018). Furthermore, the restaurant can allow

STRATEGIC MARKETING PLAN 19
consumers to access their menu along with special deals through the mobile application
of Wannaburger.
Marketing Budget and Timeline
Particulars Overall Marketing
Budget
Digital Marketing
Budget
Traditional (offline)
marketing budget
2017 2018 2017 2018 2017 2018
Advertising of
products and
services offered
by them
$2000
million
$2200
million
$988
million
$1088
millio
n
$600
million
$200
million
From the marketing budget of Wannaburger, it can be identified that the company
needs to keep budget for the different marketing of the goods and services. It is essential in
nature for them to keep a separate amount for digital marketing along with traditional
marketing of the products and services as well. Wannaburger needs to increase their sales and
revenues in the market with the usage of technological advancements.
Action Plan for Budget
Expenditure Low High
Cost of construction inclusive of flooring, panels, paints and grease
trap
$175000 $300000
Kitchen Equipment $110000 $150000
Tables/Chairs $25000 $40000
Signage $10000 $12000
Office Electronics $18000 $20000

STRATEGIC MARKETING PLAN 20
Insurance $15000 $25000
Opening Inventory $5000 $6500
Pre-opening training/hiring $7500 $8900
Social Media Set Up $5000 $6500
Marketing Costs $6000 $9800
Initial Operating Capital $20000 $40000
Total $358500 $553700
From the action plan of the budget, it can be analysed that the budget is required to be
created both low and high as this will be the maximum costs that can be incurred by
Wannaburger. The advertising costs is huge in nature as the company will be spreading their
operations in different parts of the world in the future to gain competitive advantage in the
market.
Part 4- Develop a human resource plan
Development of organizational structure
The organizational structure is essential in nature as this will help in analysing the
different functions of the different departments along with the analysis of the entire
infrastructure has to be done to analyse the human resource plans that can be implemented in
the organization.

STRATEGIC MARKETING PLAN 21
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