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Market plan

Executive Summary

The fast food industry's marketing plan discusses the products and services in detail. The plan will also cover the marketing strategies adopted by each company and will analyze the market trends and market needs. The target markets and the approaches chosen to address them are defined. It also discusses each competitor and the reasons for the industry's growth, the details about the advantages of using their products and services, their pricing, positioning, promotion strategy and the ways and means of achieving them.


The decline of formal lunchtime is creating new market segments and strong growth in the fast food industry.

Research suggest that most of us today eat our lunch at our desk and spend most of the night playing computer games, etc. fast food market is enjoying strong growth due to a range of new products that are positioned to exploit these changing life styles.

It has been apparent for some years that increasing time pressure on consumers has been the main force behind the shift away from traditional mealtimes. Meal consumption is now fragmented into:

More frequent and smaller meals

Taken in more diverse locations

On the go consumption can be split into three key categories:

On the move,

Multi tasking

And leisure.

Hand- held snacks are well suited for all the three categories and there is high consumer demand. As more consumers take to eating while engaged in other activities, such as office work, playing computer games or commuting etc, hand held snacks are ideally poised to exploit this trend.

The market plan for the fast food industry discusses the products and services offered by the industry, the strategies set by each of the company in the industry to enter the market and eventually capture the market.

In addition to these environmental...