Chemistry Exam

Interim Report

Marketing Progress

Marketing Team

Version 1.0 January – June

Released at 30th of June

Table of Contents

Context .................................................................................................................................................... 1

Section 1: Organisational Background .................................................................................................... 2

The Organisation ................................................................................................................................. 2

Products and Services ......................................................................................................................... 4

Mission, Vision and Values.................................................................................................................. 5

Corporate Goals and Objectives ......................................................................................................... 5

Section 2: Market Plan Snapshot ............................................................................................................ 6

Strategic Marketing Objectives ........................................................................................................... 6

Marketing Plan Objectives .................................................................................................................. 6

Marketing Mix Policies ........................................................................................................................ 6

Organisational Requirements ............................................................................................................. 7

Marketing, Promotional and Sales Activities ...................................................................................... 7

Section 3: Dashboard .............................................................................................................................. 8

Revenue Generated by Product Line .................................................................................................. 8

Value Perception by Product Line ....................................................................................................... 9

Value Perception (Overall): Why do you choose us? ........................................................................ 11

Customer Cycle ................................................................................................................................. 12

Acquisition Campaign Results vs Expectations ................................................................................. 14

Interim Report Page 1

Context

In Speedie Foodie, we are committed to growing our business profitably; we strive continually to

improve our services via placing excellence in customer experience at the core of our business

philosophy. To achieve this corporate direction and sustain our competitiveness in the fast food

market, we constantly review the ever-changing internal and external dynamics, review organisational

objectives and policies, formulate strategies, and take the necessary action by implementing effective

marketing activities.

These require that Speedie Foodie’s marketing efforts are directed effectively, which in return will

assist the organisation with achieving its specific economic and noneconomic objectives. To serve this

purpose, the Marketing Team is responsible for continuous monitoring vis-à-vis its marketing efforts

and providing timely updates accordingly, which is the aim of this report.

This Interim Report aggregates background to the organisation, a snapshot of Speedie Foodie’s

marketing plan, and the marketing progress for the first half of the current calendar year (1H). The

main areas covered in this report are as follows:

 Section 1: the organisation’s background including its:

- business background

- structure

- roles

- products and services

- mission and vision

- business goals and objectives

 Section 2: snapshot from the Marketing Plan (at a strategic level), including:

- marketing objectives

- marketing mix policies

- marketing, promotional and sales activities

- organisational requirements

 Section 3: current overall progress against performance targets addressing:

- activity

- quality

- cost

- time.

The focus of this Interim Report is to analyse and evaluate the current situation. A marketing Outcome

Report will be released at the end of the calendar year to show the final marketing performance

against key performance indicators.

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Section 1: Organisational Background

The Organisation

Established in three years ago, Speedie Foodie is a quick-service restaurant chain that serves

traditional fast food to consumers. The company is specialised in delivering tasty and budget friendly

‘on-the-go’ food that are convenient to be consumed.

Speedie Foodie’s Head Office is based in Sydney and the company has a number of outlets in Sydney,

Melbourne and Brisbane, each having indoor seating areas where customers can either enjoy their

meals on-site or take-away. These outlets are strategically placed in shopping malls located in

downtown areas or as standalone buildings in busy suburbs. The diagram below shows the placement

of these outlets:

The traffic and size of the outlets is relatively similar without having a considerable gap between them.

The structure of these outlets is identical; each region (Sydney, Melbourne and Brisbane) is assigned

to an Area Manager who is responsible from the management of the three outlets, where each outlet

is managed by a Store Manager supported by staff members including Supervisors, Front Counters

and Kitchen Staffs. Area Managers constantly communicate and consult with the Marketing

Department located in the Head Office to ensure that in-store practices are closely aligned with the

organisation’s marketing activities. This relation is depicted in the diagram below.

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Area Managers are the bridge between the Head Office and The Field Team with the following key

responsibilities:

 driving overall performance for all outlets within the assigned region

 implementing the organisational strategies to hit the performance targets set by the Head Office

 taking necessary actions to maximise sales and profitability for each responsible outlet

 providing the Field Teams with a stimulating and supportive environment

 maintaining and increasing standards of customer service

 controlling the training and development of the Field Teams.

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Store Manager holds the highest position in an outlet and responsible for scheduling employees,

monitoring profit and loss accounts, hiring and training staff, performing employee appraisals,

executing the organisation’s business and marketing activities as directed by the Area Manager, and

addressing any other operational problems that may arise.

Supervisors oversee the work of the Field Team for a given shift. They are responsible for delegating

tasks to the team, resolving customer conflicts, completing deposits, and oversighting all facets of shift

operations reporting directly to the Store Manager.

Prep Cooks and Grill Cooks are primarily responsible for preparing and cooking orders for consumers.

Front Counters directly interact with customers, communicate their orders with other team members

for efficient delivery, and close orders as required. Counter Helps drive the communication between

the Kitchen Staffs and Front Counters as well as have the final check for each order before dispatching

to consumers.

Products and Services

The below table shows the current menu items served to customers:

Product Category Items In-house or via External Supplier Fries Classic French In-house

Sweet potato In-house

Potato wedges In-house

Cheesy fries In-house

Sour cream loaded In-house

Hamburgers Beef In-house

Lamb In-house

Bacon In-house

Cheese In-house

Muffins Bacon and egg In-house

Beef and mayo In-house

English muffin External

Sides Onion rings In-house

Chicken nuggets In-house

Ham and cheese croissant External

Hash browns In-house

Desserts Cookies External

Sundaes External

Brownies External

Fried dough External

Drinks Milkshakes In-house

Soft drinks External

Bottled juice External

Bottled water External

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Mission, Vision and Values

We love our community, and we are committed to serving affordable and quality food to our people.

We believe that quality food is our:

Certified with ISO 9001 standards, we pride ourselves in delivering quality food that fit anyone’s

budget.

Our vision is to be Australia’s ‘fastest and yummiest’ quick-serve restaurant.

Our mission is to be people’s first fast food choice by serving high quality, great tasting and affordable

food through excellent service, cleanness, and the best ‘bang for the buck’.

We are not only passionate about our food, but also our community. We love giving back to our

people. Every year, we provide charitable donations to support the activities and initiatives of not-for-

profit organisations across the country to help Australians.

It is not only our food that contributes to our society; it is our commitment to our people too!

Corporate Goals and Objectives

The Executive Team in our Head Office constantly revises Speedie Foodie’s organisational goals and

objectives to remain competitive in the fast food market.

This year, the organisation’s general corporate direction is as follows:

Corporate goals in the next calendar year:

 expand our sales

 build stronger brand attachment with our customers

 support regular sales activities

 retain the ‘quality fast food at an affordable price’ philosophy

 establish effective publicity and region-centric advertising campaigns.

Corporate objectives in the next calendar year:

 increase sales by 15%

 increase gross margin to more than 20%

 increase net profit by a minimum of 15%

 increase market share by 5% in the quick-service industry within the region we are competing.

only recipe

primary responsibility to the community

biggest passion

fundamental ingredient in anything that we serve

ultimate weapon for growth and prosperity.

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Section 2: Market Plan Snapshot

This section is derived from Speedie Foodie’s Marketing Plan for the current calendar year. Included

in this section are key areas from the organisation’s Marketing Plan that are specific and relevant to

the cause of this Interim Report.

Strategic Marketing Objectives

The strategic marketing objectives for Speedie Foodie’s marketing efforts are in line with the

organisation’s corporate direction, and are listed as follows for the current calendar year:

 attract more customers to outlets

 maintain cost-leadership strategy

 increase overall sales using modern marketing activities

 minimise marketing mix costs in supply chain to increase resources for drive marketing efforts

 achieve better in-house menu creativity by introducing innovative items through strong R & D

investments

 develop brand equity

 establish strong publicity through cost-effective mediums

 excel in in-store customer experience through new personnel with better skillset.

Marketing Plan Objectives

Marketing Plan objectives are defined to specify the strategic marketing objectives, as follows:

 increase store traffic by 15% in the next six months by:

- adding a new product line

- building a children’s playground in local outlets

- creating effective publicity and local advertising campaigns through modern marketing

media

 develop and implement the ‘Loyal Speedie!’ loyalty card program at the end of the second quarter

to achieve:

- 5% increase in overall customer retention rate

- a minimum of 70% net promoter score

 increase high-sales volume by 10% through as many channels as possible

 decrease the marketing mix costs by 5% to maintain the cost-leadership strategy

 reach a minimum of 70% customer satisfaction rate by recruiting more skilled workers (better

taste, faster service, etc.).

Marketing Mix Policies

Marketing mix policies create the functional guidelines for achieving strategic and marketing plan

objectives that are essential to fulfil Speedie Foodie’s marketing strategy.

The policies are developed to formulate further tactics, strategies and actions to support the

organisation to meet corporate goals and objectives.

For this calendar year, the organisation’s policies are defined in the table below.

MARKETING MIX POLICY

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Product: widening the product range through new, unique and high-quality

product development.

Price:  skimming price for the new product line

 competitive price for the remaining.

Marketing communications: publicity and aggressive local advertising.

Placement:  exclusive distribution

 excellent customer service through skilled workers.

To support the application of these policies, Speedie Foodie management has determined marketing,

promotional and sales activities which are given in the subsequent sections.

Organisational Requirements

To remain competitive in the market and ensure the marketing strategy is effectively implemented,

the following requirements must be met:

 tight cost control through short lines of distribution and minimum handling

 generate high returns through minimised production costs

 wide range of distribution channels

 full emphasis on technology to lower the cost base within the supply chain

 ensure good economies of scale in high volume production

 set prices to maximise sales volume.

Marketing, Promotional and Sales Activities

The table below summarises the organisation’s marketing, promotional and sales activities that are

planned to be implemented throughout this calendar year:

CATEGORY ACTIVITY

Marketing:  opening of children’s playground for outlets located in busy suburbs

 new high-quality and unique product line launch through innovative R & D:

introduction of ‘Speedie Doughnuts’ under the ‘Dessert’ menu

 put emphasis on word-of-mouth marketing

Promotional:  commercials in local cinemas

 radio spots in local channels

 sponsorship in sports events for local sports teams

 stands hired at local shopping malls for new product trial

 printed ads at consumer magazines

Sales:  upselling

 loyalty card discounts by 10% for customers who shop using their Loyal

Speedie! Card

 recruitment of experienced frontline staff for aggressive selling

 value meal bundling

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Section 3: Dashboard

It is crucial for Speedie Foodie to continuously gauge the performance of its marketing efforts. Marketing Performance

Measurement (MPM) enables the Marketing Department to understand the outcomes of organisational activities and

initiatives in this regard.

This section provides the outcomes of Speedie Foodie’s marketing strategic initiatives for the first half of the year

based on the following performance areas:

 outcome

 activity

 operations performance

 quality

 cost.

Revenue Generated by Product Line

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Value Perception by Product Line

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Value Perception (Overall): Why do you choose us?

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Customer Cycle

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Acquisition Campaign Results vs Expectations