Robin Banks is concerned about the growing obesity rates in the Australia and the impact that consumption of fast food has on it. Robin would like to explore establishing a new fast food chain in Australia, but one that focuses on low calorie food. She wants it to be seen as a viable alternative to KFC, McDonalds, Red Rooster and similar chains that have multiple outlets and drive thru as well as dine-in options. You will be writing a report for Ms Banks in which you address the following content (additional help with what to cover is provided online):
problem 1: Discuss the buyer behavior associated with fast food consumption.
problem 2: Analyze the Microenvironment. Who are relevant publics? Who are suppliers? Identify who the competitors would be – Briefly summarise the likely competitors, what they offer and who they seem to target.
problem 3: Analyze the Macroenvironment. What are the society-wide influences on fast food? Are there demographic, economic, natural, technological, political, or cultural trends that have, or will, affect fast food consumption?
problem 4: Suggest a possible marketing strategy–The aspects of marketing strategy that you should cover include:
a) Your recommended target market. Don’t forget to describe how you segmented the market and how you selected the target market
b) How the new business should be positioned–give an overview of positioning theory briefly and then describe one or more positioning approaches that you think the shop should follow.
problem 5: Outline the following three elements of the Marketing mix:
a) Ideas for the products and services that could be offered and how they can be offered. describe the different levels of product and how you think Robin should apply them.
b) Pricing-Describe the pricing strategy that you recommend and justify your choice.
c) Distribution–Briefly outline the distribution strategies you would recommend. For ex, Where would you locate outlets? Would you own retail outlets, or offer franchise options?