Executive Summary The preliminary report conducted shows the different markets into which Health-Nut can enter, the competitors it must compete against, the target market in which they must focus on as well as the buyer behaviour that goes into making a decision/ purchase. These results show a strong sustainability for Health-Nut Takeaway Restaurant to be implemented in to the current market and indicate a positive profit trend for the future. The industry in to which Health-Nut Takeaway Restaurant is entering into is the Healthy Food industry, which is part of the larger industry, Hospitality. There are 3 key competitors in which they must compete against. These are McDonalds, Subway and Frozen Packaged Meals. They must also be aware of other fast food chains such as KFC and Hungry jacks. The Macro Environmental factors that will majorly affect Health-Nut are Obesity, the Global Financial Crises (GFC) and a Decrease in Fast Food advertising. All of which will be an opportunity for the business, except for the GFC. It is crucial that Health-Nut gets all of its Consumer Decision Making Process steps in order and to of a High standard by ensuring its promoting target the Need Recognition and Information Search stages, that its price and product are highly regarded when the customer is evaluating its alternatives and finally that service the service, followed by the product is paramount when delivering the purchase and finally evaluating it. The Target Market that needs to be target is the 18 - 24 year olds age bracket. Considerations that need to be made to this market include: low socio-economic status, time-poor, convenience and a high tolerance to promotion. The objective of Health-Nut should be to posses a total of 10% of its total target market (18-24 year olds) by the end of its full first year of operation. By achieving this percentage they should be well on their way to achieving future expansions/ store openings and long-term profits. Health-Nut Takeaway Restaurant Page i
Table of Contents Executive Summary i 1: Introduction 1 2: Industry Definition 2 2.1 Tree Diagram 2 3: Competitor Analysis (overview) 4 3.1 Subway 4 3.2 McDonalds 4 3.3 Frozen Meal Alternatives 5 3.4 Other Competitors 5 4: Macro Environmental Analysis 6 5: Consumer Behaviour Analysis: CDMP 9 6: Market Research 11 7: Market Segments (justification for choice of segmentation) 13 7.1 Profile of Segments (table) 13 8: Suggested Target Market (choice & justification) 14 9: Proposed Positioning Strategy 15 9.1 Perceptual Map 1 15 9.2 Perceptual Map 2 16 10: Proposed Marketing Objective (SMART) 17 11: Marketing Strategies (4 or 7 P's) 18 12: Conclusion 21 References 22 Appendices 24 Health-Nut Takeaway Restaurant Page ii
Introduction The company "Amazing Ideas" have come up with their latest idea to launch at the current market. The proposed idea is to introduce a 'Health-Nut Takeaway Restaurant' to take advantage of consumers who are struggling with their weight and are searching for a healthy alternative but also to take advantage of current changing consumer attitudes