Marketing Report for Ms. Janet Bradley
Keeping in view the increasing obesity rates in Australia and finding the spicy and high-calorie fast foods as the major reason for it, Ms. Janet Bradley has planned to establish a low-calorie fast food restaurant chain that will serve as an alternative to McDonald's, Red Rooster, KFC, and other fast food chains. This paper presents a comprehensive analysis of the micro and macro environment for the new fast food chain in order to recommend strategies which can help it in becoming successful in the industry. The major micro environmental forces which will impact its business are consumer behaviour, suppliers and intermediaries, publics, and competitors. The buyer behaviour has been analysed using cultural, social, personal, and psychological dimensions -- all having a significant impact on the purchase decisions and preferences of the consumers towards fast food products. The restaurant chain will also take a big impact from its top industry rivals which include both direct and indirect competitors. The macro environment consists of demographic forces (i.e. age group, gender, life preferences, etc.) economic forces (income groups, industry growth, inflation, etc.), technological forces (high-tech machinery and systems), political forces (governmental behaviour and regulations) and cultural forces (eating habits, health consciousness, and choice of foods). All these forces will drive the performance of the new low-calorie fast food restaurant chain in its industry.
Marketing Report for Ms. Janet Bradley
Based on this analysis, the paper recommends marketing strategies to Ms. Bradley which will help her in presenting the products to their potential target customers in the most effective and profitable way. The paper recommends that Ms. Bradley should primarily target the health conscious consumers with age group of 26 and above; belonging to the lower and middle income groups, and residents of urban areas of the country. She can achieve competitive advantage in the industry by adopting an effective positioning strategy; designing unique value proposition; and following product differentiation strategy.
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Table of Contents
Executive Summary i
1 Introduction 1
2 Market Analysis 2
2.1 Buyer Behaviour 2
2.2 Microenvironment 4
2.2.1 Suppliers and Intermediaries 4
2.2.2 Publics 5
2.2.3 Competitors 6
2.3 Macroenvironment 12
3 Marketing Strategy 15
3.1 Target Market 15
3.2 Positioning and Competitive Advantage 17
4 Marketing Mix 18
4.1 Product Strategy 18
4.2 Pricing Strategy 19
4.3 Distribution Strategy 20
5 Summary of Recommendations 21
6 Conclusions 23
Reference List 24
Introduction
The purpose of this report is to recommend marketing strategies to Ms. Bradley for her new fast food restaurant chain on the basis of micro and macro environmental analysis. The analysis of micro environment has been done in the light of buyer behaviour associated with fast food consumption and the impact of suppliers and intermediaries, public groups, and top industry competitors on the new business. The macro environment section discusses how demographic, economic, technological, political, and cultural forces will affect the strategies, business operations, and performance of the new fast food restaurant chain.
The next section of the report presents a couple of core marketing strategies for the new fast food business. These strategies are: identification of the target market (on the basis of geographic, psychographic, demographic, and behavioural segmentation) and positioning and competitive advantage (in the light of positioning theory and value proposition). Section 4 of the report recommends the way Ms. Bradley should design the Marketing Mix (product, price, and distribution strategies) for her fast food business. The final section summarizes all the recommendations from throughout the report. The report concludes by highlighting the major ideas from its important sections.
Market Analysis
The obesity rates are showing an increasing trend in Australia. Considering the excessive use of spicy and high-fat fast food as the major reason for obesity, Ms. Janet Bradley has planned to open a new fast food restaurant chain in the country that would serve as an alternative to the traditional fast food restaurant chains like McDonald's, Hungry Jack's, KFC, Red Rooster, etc.
This section presents a comprehensive analysis of the business environment which the new fast food restaurant chain will observe in the Australian market. It includes buyer behaviour associated with fast food consumption and the analysis of micro and macro environmental forces that will impact the fast food business in a positive or negative way. Market analysis is important for the company in order to understand the business environment and industry before actually becoming its active participant. Failing to understand the market can result in unsuccessful business strategies, negative consumer response, and poor operational and financial performance. An effective market analysis will help the company in offering its products to the most potential customers in the most competitive and efficient fashion.
Buyer Behaviour
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