MKT1MDP Assignment 1: Market Analysis Report

Imagine you have been appointed an Assistant Marketing Consultant. As part of your role, you have been asked to research the Fast Food and Takeaway industry and produce a Market Analysis report.

OVERVIEW OF THE FAST-FOOD AND TAKEAWAY INDUSTRY

The primary activities of the industry include: cooked chicken retailing, pizza retailing, hamburger retailing, fish and chips retailing, sandwich retailing, sushi retailing, ice cream retailing, juice bar operations and mobile food vans (Oo, 2021).

In 2020-21, the fast food and takeaway industry in Australia generated $20.6BN in revenue. Unlike many other industries, the effects of COVID-19 were mild. Nevertheless, consumer health awareness and an influx of new players has transformed the industry over the last couple of years, and continues to do so.

THE ASSIGNMENT

As a marketing consultant, your task is to analyse the industry’s macro-environment and critique the segments that exist. Following, you will recommend (with justification) one or more segments that would be attractive for industry players to focus on in the future, to remain successful.

An IBIS World report is available that will help you gather relevant research into this industry, which can be found below:

• Go to the La Trobe Library website, select databases, ‘I’ for IBIS, and select IBIS World. Search and download the following IBIS industry report.

H4512 Fast Food and Takeaway Food Services in Australia (2021).pdf

REPORT STRUCTURE

1. Title page of your choice (not included in the word limit)
2. Table of contents (not included in the word limit)
3. Introduction (approx. 100-150 words)
4. Macro-environment analysis (approx. 700-800 words)
5. Segmentation analysis (approx. 300-400 words)
6. Recommendations (approx. 200-300 words)
7. Conclusions (approx. 100-150 words)
8. Reference list (not included in the word limit)
9. Appendices (not included in the word limit)

Table of Contents: (not included in the word limit). A list of information in the report with page numbers, plus a list of any images, diagrams, and charts etc.

Introduction: (approx. 100-150 words) Definition of the industry. Purpose of the report (who are you writing the report for and why?) What will it include (structure)?

Macroenvironment analysis: (approx. 700-800 words) What areas of the PESTEL affect the industry and how?

Segmentation analysis: (approx. 300-400 words) Identify and critique the segments that exist in the industry, and the products offered to each segment. What size are the segments? Are they growing/shrinking? What is the forecast?

Recommendations: (approx. 200-300 words) Based on your analysis, identify the most attractive segment(s) for an industry player to focus on in the future.

Conclusions: (approx. 100-150 words) Recap the purpose of the report, what you did, and your key findings. 

Reference list: (not included in the word limit)

Appendices: (not included in the work limit)

WORD COUNT: 1500 words (+/- 10%).

This is an individual assignment. Students will receive feedback on this assignment and will then use the same topic for the group assignment (which is due later in the teaching period).

RESEARCH AND REFERENCING

All these topics are part of the learning materials provided on the LMS site. It is essential that you expand your knowledge with additional research and reading (e.g. by using relevant academic papers and textbook in support to each section of the report).

The sources of information used to compile your report must be clearly stated, with appropriate in text referencing (APA 6 style). There is no minimum number of academic references to use. However, as you will see in the marking rubric, you cannot pass if you do not support and strengthen your points with research. Hence, references need to be used throughout your report.

Marking Guidelines: A detailed marking rubric is provided for this assignment on the LMS.