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Australia’s Health Revival- the Founding of a New Low Calorie Fast Food Chain

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Australia’s Health Revival- The founding of a new low calorie fast food chain

Prepared by
Karen Leigh

For Ms. Janet Bradley
1 Madeup Street
Melbourne
VIC 3000
Australia

7th February 2014

* Executive Summary

The establishment of a low calorie fast food chain in Australia requires an in-depth analysis of the food industry. Fast food industries internal and external environments require comprehensive research to ascertain the viability of establishing a new healthier alternative in the fast food market.
Research into the buyer behaviour has found that consumers pursuing a healthy lifestyle are Singles, Couples and Families between the ages of 14 - 40 years old. They are physically active, health orientated individuals who are body, image and appearance conscious. Internal micro factors in establishing the new chain include sourcing Australian suppliers who can provide locally grown fresh produce and intermediaries such as logistics management who assist with identifying suppliers and distributors. Key public are important in providing communication such as government regulations, the general public’s views in regards to the new product and media coverage of the new differentiated product and the impact it is having on societies new health conscious consumers. The current competition from major fast food outlets such as direct competitors McDonalds, Oporto and Subway and indirect competitors Sushi Train, Eagle boys Pizza and KFC may impact on the new low calorie fast food chain
The company’s overheads and expenses should be aligned with the overall objectives of the company in relation to its profit margin. The prices of the low calorie products will be based on target costing whereby other marketing mix factors will be tailored to fit the price set for the market. External factors such as environmental...

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