The Australian Takeaway Food Retailing Industry
17 May 2009
Word Count 3391
Table of Contents
Trends in Size
Major External Factors
Competitive Comparison – reaching the consumer
Market Mix Audit
McDonalds Woodbine – the marketing concept at the local outlet.
The flaw in the concept
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 because without a complete understanding of the majority of influential environmental factors then the competitive advantage. Is more difficult to gain. Without demographic factors being realised it’s impossible to foresee what economic factors can take place as these cannot be predicted. Technology helps run the business efficiently, which ties in to the natural factors as this is how companies produce their products. The political side looks at what regulations and limits the business has and also what it is allowed to achieve. Finally the cultural aspect looks at what can diversify a company from another and also the vast differing backgrounds and products it maintains.
Finally the report compares the marketing strategies of the major players in the Australian food retailing industry. It then focuses on McDonalds and gives a more in-depth analysis of their particular marketing approach. With many of the major competitors sharing many similarities in the marketing concept of promotion, price, product and distribution, a certain degree of mirroring competitors is evident on a macro level. At a micro or local outlet level, an example of a suburban McDonalds outlet is used to display the influence the local consumer and business has on the corporate entity. McDonalds Woodbine is influenced by the specific needs of the target markets in the local area, the proximity of competitors and what they offer and is able to utilise it’s flexible, diverse menu to capture it’s market share.
Information was obtained from various online websites, journals and marketing textbooks.
Recommendations included diversifying the product offerings with a new premium brand, continuing to market to the teenage market, competitors striving to overcome McDonalds pulling market share instead of pulling out of the market, retailers in general offering healthier options as this has proven to be a huge driving force being recent growth in profit and market share and lastly retailers...
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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.
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