ASIAN FAST FOOD OPPORTUNITIES
A Report for Mr Trotter
Prepared by Christie Bourke
Student Number 11329264
Word Count: 2763
Executive Summary
This report with show that the fast food industry in Australia is expanding at a rapid rate, and that this is true for the Asian cuisine market specifically. It will also show that there is much potential for further expansion.
A review of the current marketing situation will be carried out to determine the current trends and consumers in the market. The marketing situation shows that the main consumers of fast food are younger and tend to have a higher income, while the main consumers of Asian cuisine are older. This may allow for a hybrid approach for an Asian fast food business.
The main reason found for consumption of fast food is due to time constraints on the consumer. This trend is expected to increase. Consumers of Asian cuisine do so primarily due to the various flavours available, as well as a perception that Asian cuisine is healthier than other pre-prepared meals.
This report will also identify a strong trend towards healthier food choices, which is also expected to continue.
Table of Contents
Executive Summary i
Table of Contents ii
1.0 Introduction 1
2.0 Consumers and Current Trends 1
2.1 Fast Foods 1
2.2 Asian Foods 2
2.3 Asian Fast Food 2
2.3.1 Maco-Environmental Forces 3
2.3.2 Micro-Environmental Forces 3
3.0 The Role of Marketing 4
4.0 Conclusions 5
5.0 Reference List 6
1.0 Introduction
This report has been prepared to research the potential of opening an Asian fast food outlet. It will discuss the current marketing situation in the fast food industry in Australia as a whole, with a specific ...