Strategic Marketing Report: Zambrero Albany Franchise - Marketing

This Strategic Marketing Report evaluates the market and business situation for Zambrero, an Australian Mexican fast food franchise, specifically focusing on its Albany franchise in New Zealand. The report, prepared as if by the Marketing Manager, conducts a comprehensive situational analysis, examining demand trends, social and cultural factors, the competitive landscape, and the company's internal environment. It includes an analysis of competitors, the company's target groups, products, strategies, and a SWOT analysis. Furthermore, the report incorporates a positioning map and assesses competitive advantages. The core of the report lies in its recommendations for key marketing mix strategies (product, price, place, and promotion) tailored to target the local student population, business workers, commuters, and local residents. The report adheres to APA referencing guidelines and emphasizes the importance of original work, with plagiarism being strictly prohibited. This detailed analysis enables the development of a robust marketing program to enhance Zambrero's presence in the New Zealand market.

Business Administration Programmes
Assessment – Strategic Marketing Report
Word limit: 2,500 (10% more or less)
Task:
Your task is to complete a Strategic Marketing Report that will evaluate the market
and business situation for the case outlined below and provide some marketing mix
strategy recommendations.Your main task is to undertake a situation analysis. This
will involve the gathering of pertinent information from a wide range of sources, and
requires time, diligence, and selective judgement. Remember that the purpose of a
situational analysis is to enable you to identify problems and opportunities, formulate
sensible objectives, and select appropriate strategies. Thus, your task in assessment
two is to complete the sections outlined in the assessment marking guide below.
Case:
Imagine you are the Marketing Manager for Zambrero, a new Australian Mexican fast
food franchise, which is establishing itself in New Zealand.The Executive Team have
asked you to prepare a Marketing Strategy report for its Albany franchise who is
interested in targeting the local student population (near the Massey Albany campus),
local business workers, commuters (it is close to a major Park and Ride bus station,
Oteha Valley), and local residents. Please note, although we are using Zambrero as a
real business case it is not possible to contact the business itself. All information
about the business can be found at http://zambrero.co.nz/.
PROJECT AREA MARK ALLOCATED MARK
AND COMMENT
The Situational Environment
1. Demand and demand trends
2. Social and cultural factors
3. Demographics
4. Economic and business conditions
5. Technology
6. Current political / legal / regulatory factors
20
The Competitor Environment
1. Who are the main competitors? List both direct and indirect
15

competitors
2. Choose two major competitors to analyse: What are their
Products? Plans? Experience? Resources etc? Describe
their overall strategies.Marketing channels used? Marketing
communications strategies?,Competitive advantage?
The Company Environment
1. Target groups? Products? Plans? Experience? Resources
etc? Describe the overall strategies in place
2. Marketing channels used? Marketing communications
strategies?
3. SWOT analysis
4. Positioning – draw a positioning map
20
Competitive Advantage
Include a comment on competitive advantage based on your
assessment of the preceding factors – who? what?
10
Recommendations
Recommend key marketing mix strategies that could guide the
development of a marketing program to target the specific
groups. These must be specific and cover product, price, place
and promotion. Could consider re-positioning if relevant
20
Presentation (professional standard expected: poor grammar
and spelling mistakes will be penalised). You will need to
provide an introduction and conclusion.
Correct use of APA referencing
15
TOTAL 100
Comments
Dear Student,
Plagiarism is using other people’s ideas without acknowledgement and is a very serious
offence. The following table gives some examples of plagiarism:
Types of Plagiarism Description
No references  Paraphrasing not referenced.
 Quotes not referenced.
Incorrect referencing • Quotes presented as if they have been paraphrased.
• No quotation marks.
• Not all quotes or ideas are referenced.
Ghost writing  Another person writes part or whole of the assignment.

Copying • Work copied in whole or in part from another student,
with or without the other student's knowledge.
• A student whose work is copied, knowingly or
unknowingly, in part or in full.
Recycling  Submitting the same assignment more than once, with
or without alteration, for the same or another
course/module.
Students who are found guilty of plagiarising will be severely penalised. Possible penalties
include a zero mark for the assignment, a fail grade for the course/module, having to re-enrol
in the course/module, the award of demerit points, and expulsion.
If you need clarification about plagiarism, please see your lecturer, the Study Skills Advisor,
or your Academic Head of Programme.
Note also:
1. Referencing of books, articles, websites, etc., must be in accordance with the APA
system. This will be explained to you by your lecturer.
2. The purpose of assignments is to test your understanding and application of course
material, not to test your language skills. You may not get another person to
grammatically correct or spell-check your assignment, but you are allowed to check
your own spelling using spell-checking software.
3. Discussions with fellow students are both allowed and encouraged, but the actual
content of an assignment should be 100% your own work. This means you may not ask
anyone else to help write your assignment.
4. You must keep all early drafts of your assignments until your completed assignment has
been marked. Lecturers can ask to see these early drafts prior to finalising the final
mark.
5. Lecturers may have additional requirements or expectations that will be explained in
class.
6. Quotations should be limited to a maximum of 10% of your assignment and should be
used to support your own ideas, not as a substitute for original work.