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Research Findings For Health Food Store
Prepared for:
BRENDON STRINGER
Submitted: 2 June 2003
Prepared by: PEARCE DE COSTA
MICHAEL DOLTON
Research Findings For Health Food Store 1
Assessment Task A 3
Part (I): 3
Part (II): 4
Past marketing trends and performance 4
Individual influences 4
Social influences 5
Lifestyle influences 5
The seller’s behavior of the product / service 5
Part (III): 7
Develop a profile of this market 7
Market Size: 7
“Junk” Food: 7
Healthy Alternatives: 7
Fast Food Competitors: 8
Develop perceptual maps of your product / service given then target market(s) selected 8
Propose a positioning strategy that reflects the desired image for your product in its chosen segment 9
Discuss the marketing mix implications for your proposed positioning strategy 10
Survey 10
Bibliography 12
Appendices 1. ... 15
Assessment Task A
Part (I):
As a group we have chosen to establish a small health food outlet in the Bracken Ridge Triple Cee shopping centre, the Chop Shop will deal predominately with providing the freshest, healthiest and fastest lunches and dinners for take-away. ...
Benefits associated with our establishment are being able to create a trendy atmosphere encouraging TAFE students and young adults to dine at the Chop Shop rather than eating junk food. ...
Our business will be directly competing with the fast food industry and even small cafes. The Chop Shop will have its strongest opposition come from the ‘junk food’ providers in the area. ...
Part (II):
Past marketing trends and performance
Over the last 2-3 years there has been a growing market for healthier type foods. This has been shown in the fast food industry, with the progressive growth of subway and other similar kebab and sandwich type stores. This has resulted in the slower growth of such fast-food giants such as McDonald’s, KFC and Hungry Jacks. The fast-food giants have in turn had to diversify their product range to suit the needs of the consumer e. ...
Fast food outlets healthy and unhealthy have shown growth within the fast-food market, McDonalds have a large growth and the new big mover is subway. These fast food outlets base their companies on the convenience of the foods (fast-food) rather then the quality of the food. ... Although it isn’t just the fast-food giants that are suffering, the franchise subway has continuing large growth throughout the world. ...
Individual influences
These include, circumstances that have compelled the consumer to purchase from the fast food chain e. ... Convenience, having a restricted amount of time in which to find a food source, consumers turn to the quick and easy option of purchasing fast food. ... The influences are becoming more obvious with the public becoming more aware of what is in our takeaway food and the large fat content that is involved. Although the influences are not solely due to the content of the products there is still a need to provide a fast and convenient food for people who do not have large amounts of time to wait. ... html)
Social influences
The loss and a changing opinion of fast food is the reason behind Mc Cafe and also the new tasted menus. These losses are not because McDonalds suddenly have become unproductive, but rather the public are becoming more aware of the food content. ...
Although these fast food giants are trying the battle this problem by creative marketing strategies, like the newest adverts by McDonalds in the new “show all” about their food and its nutritional value. This marketing ploy is trying to change the common public belief that the fast food industry hides the nutritional facts of what is in their food. ...
Lifestyle influences
The reason the fast food industry is such a huge industry is partly because of lifestyle influences, this is because people are working longer and longer hours. The fast food outlets are staying open to accommodate for these hard working people and in turn these people are using these takeaway outlets because of sheer convenience.
The changing lifestyles of the common worker is part of the large fast food industry, in the 2001 census conducted by the Australian Bureau of Statics, the main reason given for working large amounts of hours were ‘standard contact hours’ and ‘expectation of the job’, with 30.
Approximate Word count = 3371
Approximate Pages = 13.5
(250 words per page double spaced)
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