Business studies - HR report Essay

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Wizzledog’s
Executive Summary
The purpose of this report is to develop a Marketing Process for the Wizzledog’s chain.
Situational Analysis

SWOT

Analysing the strengths, weaknesses, opportunities and threats to the business will be a key factor in establishing a direction to take with the marketing process.
Strengths
Wizzledog’s is a new chain in the Australian market. Australians are an inquisitive bunch and will likely try out Wizzledog’s simply because it is new. This sudden surge of market share is difficult to maintain but is a great time to spread brand awareness
Weaknesses
The intention of Wizzledog’s is to initially start with a menu of 4 burgers. This is likely not a large enough selection to adequately provide the range needed for the target market to be satisfied.
Wizzledog’s niche market approach could be detrimental as it may not be large enough to sustain a large scale chain based in Australia
Opportunities
The Wizzledog’s chain has decided to strongly differentiate themselves from the current trend of chain restaurants “healthy choices”. This is a market currently not being directly targeted by competitors. KFC do have “the double”, but that alone is not enough of an effort or range to fill the market segment.
Threats
The chain restaurant market is highly competitive and Wizzledog’s are trying to take market share away from businesses owned by some of the largest corporations in the world. They likely don’t have the experience or financial backing to make a strong immediate impact in the market unless the chain is extremely well received by the public.
Product Life Cycle

As Wizzledog’s is yet to be established, it is in the introduction phase of the product life cycle. During this stage, sales are going to be low as they haven’t built a market share yet. Creating brand awareness should be a goal for this stage as there is strong competition in this market.
Market Research
Conducting Market is imperative to finding the most effective way to appeal to the market segment. Primary and Secondary data can be collected by surveying, observing and experimenting. Primary data is collected by the business; secondary data is obtained through the research of previous surveys and resources such as the Australian Bureau of Statistics. To collect data, a need for the information is to set, for Wizzledog’s we shall look at the dieting habits of different age groups.
4364.0.55.007 - Australian Health Survey: Nutrition First Results - Foods and Nutrients, 2011-12

We can see from the above information that males aged between 15 and 30 are the demographic with the lowest likelihood of being on a diet. With this information we begin to start to establish a target market.
Using the ABS website we can now look for places with the highest number density of people relevant to the above noted fact. POPULATION, SYDNEY SD AND BALANCE OF NSW, By age and sex—30 June 2005
The highlighted area shows that Sydney has a higher population on average than the rest of NSW for the target demographic.

Using the above table, Blacktown and Outer South Western Sydney can be identified as areas which are closest to being populated by the target demographic.
Marketing objectives
It is noted that Wizzledog’s wants to gain market share within the first year of operations to take away from the market share from McDonald’s Hungry Jack’s and Grill’d. Increasing Market share can be done by pricing lower than competitors.
Other possible marketing objectives are:
Expanding product range
Broadening geographical representation
Maximising customer service
Because the business is still in its introductory stages, gaining market share is a reasonable a recommended objective.
This can be measured by analysing the total sales over time.
Target Markets
Identifying a target market is of great importance to marketing. Without it, marketing is not specific and the likely consumers may not even see advertisements. Segmenting the market into smaller groups helps to
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