Assignment Rationale: This assignment has been designed in order to:  Assist you to develop your learning about marketing concepts covered in this unit and allow you to demonstrate your level of understanding of those principles  Analyse the link between marketing practice and marketing theory  Help you to apply appropriate business report writing and presentation skills  Guide you to use the appropriate citation of reference with a reference list in your written work Topic: Janet Bradley is concerned about the growing obesity rates in Australia and the impact that consumption of fast food has on it. Janet would like to explore establishing a new fast food chain in Australia, but one that focuses on low calorie food. She wants it to be seen as a viable alternative to KFC, McDonalds, Red Rooster and similar chains that have multiple outlets and drive thru as well as dine-in options. You will be conducting a market analysis for Ms Bradley in which you address the following content (see below). You will present the findings of your market analysis in two forms:  A 15 minute presentation (+/- 10%).  A 500 word executive summary (+/- 10%). Note: Word count does not include appropriately used figures or tables, or references. Content that should be addressed: 1. Discuss the buyer behaviour associated with fast food consumption 2. Analyse the micro environment a. Who are the relevant publics? b. Who are the suppliers? c. Identify who the competitors would be d. Briefly summarise the likely competitors, what they offer and who they seem to target 3. Analyse the macro environment a. What are the society-wide influences on fast food? b. Are there demographic, economic, natural, technological, political or cultural trends that have, or will, affect fast food consumption? Hint: The three topics above need you to do market analysis, using secondary sources. Take the time to find good sources. Lesson 4 activity helps get you started. 4. Suggest a possible marketing strategy. The aspects of marketing strategy that you should cover include: 2 a. Your recommended target market. Don't forget to describe how you segmented the market and how you selected the target market. b. How the new business should be positioned. Give an overview of positioning theory briefly and then explain one or more specific positioning approach that you think the shop should follow. 5. Outline the following three elements of the marketing mix:  Ideas for the products and services that could be offered and how they can be offered. Explain the different levels of product and how you think Janet should apply them.  Pricing: Describe the pricing strategy that you recommend and justify your choice.  Distribution: Briefly outline the distribution strategies you would recommend. For example: Where would you locate the outlets? Would you own retail outlets, or offer franchise operations? Important tips:  You need to back your ideas up by explaining the marketing theory behind the parts of your presentation and your suggestions (and citing sources)