Identification and Analysis of the Business Environment - Business Environment Assignment Help

Assignment Task

Identification and Analysis of the business Environment
Outline what a PESTEL analysis is and explain each of the components. Apply a PESTEL analysis to the case study, identifying factors to consider for each component with a discussion explaining the key factors and their impacts.

Evaluation and Positioning
Evaluating and analysing the competitive positioning of an organisation is important before putting together a marketing plan.
• Outline Porter’s 5 Forces and the components explaining its purpose. Apply the Porter’s 5 Forces model to the case study identifying factors for each component and explain the impacts of the key factors.
• Outline the SWOT model and its components, explain its purpose. Apply the SWOT model to the case study identifying factors for each component and explain the impact of the key factors.

Putting together the Marketing Mix Plan
Following on from your understanding of the 4 Ps in Assignment 1 put together a marketing plan applying the 4Ps model to the case study. You will use your chosen target market from Assignment 1. In addition refer to the key factors gathered in relation to your customer profile, impact of technology assessment, business environment and competitive positioning factors gathered across assignment 1 and 2 to help you ascertain the strategy and action points.
You will create one product for use in the case study providing justification and analysis of this.
You will then analyse and explain a pricing strategy, place/location strategy and put together a promotional plan for the product using the 5 components of the promotional mix.
Include a contingency strategy for how you will monitor and evaluate your marketing plan.

Background
Eentrepreneur Jon Clements opened his first restaurant on Auckland’s Queen St in 2004. It was originally called ‘Relish’ but a year later he changed the name of the restaurant to ‘Wannaburger’ as he wanted it to be more fun. He says Wannaburger is a dedication to the humble hamburger and a desire to bring people really good food, really fast. He wants Wannaburger to focus on using the best quality ingredients to prepare the best possible hamburgers – a restaurant where the food does the talking.
Location
He chose this location as it was in the centre of Auckland and had large numbers of tourists who visited the area every day. The business focused on providing high-quality burgers, including vegetarian, in an American diner style. Customers order their food at tables and are not served by queuing, paying and then waiting.
Growth
In 2006 Jon wanted to expand and so he opened another Wannaburger in Auckland’s waterfront Viaduct area.
With this new restaurant his aim was to provide hamburgers quicker, cheaper and in a way that enabled the customer to eat them as they were intended – with their hands. Some of the burgers were re-designed to enable Wannaburger to offer better value portions and to get the food to customers quicker, allowing people to have a faster, slicker and more enjoyable experience whilst still giving them time to enjoy the BIG burger experience.
Green issues
Wannaburger also thought of the environment, sacking the dishwasher and using a Sydney-based bio-packaging company to package their food, meaning everything could be either composted or recycled.

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