Retail Food Marketing
Marketing Concepts
MAR110
Major Report
The Australian Takeaway Food Retailing Industry
17 May 2009
34 pages
Word Count 3391
Table of Contents
Executive Summary iii
Introduction 1
Discussion 3
1 Markets 3
1.1 Trends in Size 3
1.2 Growth 4
1.3 Profit 4
1.4 Sales 4
1.5 Distribution 5
1.6 Customers 5
1.7 Competitors 6
1.8 Other Stakeholders 7
2 Major External Factors 9
2.1 Demographic Factors 9
2.2 Economic Factors 9
2.3 Technological factors 10
2.4 Political factors 11
2.5 Natural Factors 11
2.6 Cultural Factors 12
3 Competitive Comparison – reaching the consumer 13
3.1 Market Mix Audit 13
3.2 McDonalds Woodbine – the marketing concept at the local outlet. 15
3.3 The flaw in the concept 16
4 Conclusion 16
5 Recommendations 17
References 18
APPENDIX A A
APPENDIX B B
Executive Summary
The purpose of this report is to analyse Australia’s current takeaway food retailing industry from both the Macro and Micro perspectives and to also provide recommendations to the market in general.
The Australian takeaway food retailing industry is one of the highest profit making sectors in Australia, which has experienced considerable growth over the past five years. This report gives an overall understanding of the trends in size, current growths and profits, sales, distribution, customers, competitors and current stakeholders that surround the industry. These factors are considered to be the driving characteristics of the industry in general.
The report then looks at the macro-environment and the factors that really impact on the Australian food retailing industry. The macro-environment consists of demographic, economic, technological, political, natural and cultural factors. The take-away food retailers must look into the macro environment or they will find it hard to run a successful outlet. Each factor coexists with another
MAR110
Major Report
The Australian Takeaway Food Retailing Industry
17 May 2009
34 pages
Word Count 3391
Table of Contents
Executive Summary iii
Introduction 1
Discussion 3
1 Markets 3
1.1 Trends in Size 3
1.2 Growth 4
1.3 Profit 4
1.4 Sales 4
1.5 Distribution 5
1.6 Customers 5
1.7 Competitors 6
1.8 Other Stakeholders 7
2 Major External Factors 9
2.1 Demographic Factors 9
2.2 Economic Factors 9
2.3 Technological factors 10
2.4 Political factors 11
2.5 Natural Factors 11
2.6 Cultural Factors 12
3 Competitive Comparison – reaching the consumer 13
3.1 Market Mix Audit 13
3.2 McDonalds Woodbine – the marketing concept at the local outlet. 15
3.3 The flaw in the concept 16
4 Conclusion 16
5 Recommendations 17
References 18
APPENDIX A A
APPENDIX B B
Executive Summary
The purpose of this report is to analyse Australia’s current takeaway food retailing industry from both the Macro and Micro perspectives and to also provide recommendations to the market in general.
The Australian takeaway food retailing industry is one of the highest profit making sectors in Australia, which has experienced considerable growth over the past five years. This report gives an overall understanding of the trends in size, current growths and profits, sales, distribution, customers, competitors and current stakeholders that surround the industry. These factors are considered to be the driving characteristics of the industry in general.
The report then looks at the macro-environment and the factors that really impact on the Australian food retailing industry. The macro-environment consists of demographic, economic, technological, political, natural and cultural factors. The take-away food retailers must look into the macro environment or they will find it hard to run a successful outlet. Each factor coexists with another
References: Elliott, G., Rundle-Thiele, S., Waller, D. and Paladino, A. (2009) Marketing Concepts and Applications, Asia Pacific 2nd Edition. John Wiley & Sons Australia, Ltd. Food Standards Australia New Zealand (2009), sourced from, http://www.foodstandards.gov.au/ 09 May 2009 Hungry Jacks (2009) sourced from http://www.hungryjacks.com.au, 26 April 2009. IBIS World, (2009) Takeaway Food Retailing in Australia: G5125, 27th February 2009. IBIS World Pty Ltd, Australia. KFC (2009) sourced from http://www.kfc.com.au, April 2009. Johnson, K. (2009). Personal Interview - McDonalds marketing strategy, 01 May, 2009. McDonalds (2007), Australia Corporate social responsibility report 2007, sourced from http://www.mcdonalds.com.au 24 April 2009. McDonalds (2009) sourced from http://www.mcdonalds.com.au, 26 April 2009. Pizza Hut (2009) sourced from http://www.pizzahut.com.au, 26 April 2009. Quester, P., McGuiggan, R., Perreault, W. and McCarthy, E. (2007) Marketing – creating and delivering value (5th edition). McGraw Hill Sydney, Australia.