Task brief:
Ms Janet Bradley is a personal trainer and the CEO of the Healthy Living Group. a diet. health and nutrition consulting company. She is concerned about the correlation between obesity rates and the consumption of fast food. Janet has commissioned you. a market researcher working for the Fundamentals of Marketing (FoM) Consulting Company, to conduct a market analysis of the Australian fast food industry. The purpose of the market analysis is to assess the opportunities and threats associated with establishing a new 'low calorie' fast food chain in Australia and to provide recommendations for key marketing decisions pertaining to the launch of this new fast food chain.
You will be presenting the findings of your market analysis in two forms:
• a 500 word executive summary
• a 15 minute presentation
Specific Requirements:
Your analysis and recommendations should be based on the theoretical concepts covered in this unit. In particular, you should:
• Discuss the demographic, sociocultural, economic, technological, natural, political and legal trends affecting fast food consumption
• Identifythe likely competitors of the new fast food chain. Be sure to include an overview of what these competitors offer and who they seem to target.
• Discuss the cultural, social, individual and psychological factors that influence the consumption of fast food.
• Segment the fast food market and recommend a target segment(s). Be sure to describe how you segmented the market and discuss how you selected the target segment(s).
• Based on your market analysis, provide recommendations on:
o how the new fast food chain should be positioned
o how the new fast food chain should be branded
o the types of products that should be offered
o where the new fast food chain should be located
o how the new fast food chain should be promoted