Introduction Of Fast Food Market

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Introduction and description of product offering: In the recent years, development of New Zealand fast food market has been marked by swift, unanticipated and intricate changes. NZ fast food industry is operating in a clearly dynamic environment which requires constant adjustments and responses. A survey of the fast food market in the economy has revealed that many fast food joints offer high calorie and nutritionally poor fast food. There are a few positive developments in the nutritional quality of fast food menu offerings and marketing to consumers. Nonetheless, the pace of improvement is extremely slow thus people continue taking junk unhealthy food. This presents an opportunity for the company to introduce healthier meals and beverages at reasonable prices. The government has been running programs to encourage its citizens to consume more healthy foods to reduce instances of obesity and other lifestyle diseases that are a burden to the national health care services. The mission of the company is to attract lifelong customers who will also live longer, healthier lives. Making healthy menu items is the norm, not the exception of the company. The organization has replaced the junk ice creams with frozen yoghurt. Furthermore, it will be marketing lean lamb meat which contains low calories; though lamb meat is popular, current players have overpriced the meat thus few people could afford it. Through cost management by improving the value chain, the company will offer the meal at affordable prices. Every meal will be offered with slices of fruits to boost meals nutritional composition. The company will source all its products locally. Market Analysis assessing the micro & macro environment for potential opportunities: New Zea... ... middle of paper ... ... usually consume traditional foods that are highly nutritious. Marketing Mix: To acquire a significant market share, the company will employ the 4Ps of marketing mix. The company will offer healthy product unrivalled in the market. A thorough market research identified this lucrative but ignored opportunity in the market. The company will ensure that its products are competitively priced such that a wider segment of the target market can afford them. This will also aid in lifestyle change i.e. from junk to healthy food. Already, the company has set up strategic joints in Auckland and Wellington; plans are complete to have outlets in all urban areas for ease of accessibility. Through the use of the mass media (television and radio) as well as the social media platform, the company will intensely market its products to secure a significant portion of the market.

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