Fundamentals of Marketing: Macro-environment and Segmentation Analysis in Fast Food and Takeaway Industry

FUNDAMENTALS OF
MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK ..............................................................................................................................................3
Macro-environment analysis........................................................................................................3
Segmentation analysis..................................................................................................................5
RECOMMENDATIONS.................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is defined as one of those procedures that a marketer, while performing within
their company follow and conduct activities related to that, in order to attract customers and
promote ventures offerings worldwide. It also refers to a process of getting potential target
market interested in existing goods or services. In term of procedure, this activity provide a lot
of advantages to the organization, for which marketer conduct promotional practice, develop
plan and implement product or venture advertising tactic.
The current assignment will be based on Fast food and Takeaway industry, which falls
under the category of leading and profitable industries in Australia. By offering tasty food items
such as cooked chicken, sushi, etc. sector grow rapidly, but due to some external forces its
progress has been affected. The study will explain macro environmental and segmentation
analysis. Furthermore, on the basis of these analyses, suitable recommendations will define
lastly.
TASK
Macro-environment analysis
In order to identify several forces, macro environmental analysis is conduct in the context
of many sectors, which enable a sector to determine which factor put impact on their venture and
how. Here, this analysis through strategic model like Pestle conducted in regard to Fast food and
take away industry.
Political factor-
Fluctuation related to political factors such as trade policy, tax rates, strategic
governmental policies and regulations, may put direct impact on current activities and
functioning of organizational operations. In case of fast food & take away industry, the biggest
change related to Australian government bodies and practices occur and that is critical decision
of lock-down in term of shutting down all the category of ventures, due to prevent world from
being infected of corona-virus. This kind of transformation may put negative impact on chosen
sector as it may lead to decrease its profitability, sales and productivity. It can be said that
national and international authorities imposed strict restriction related to operations of food &
beverage sectors.
Economic factor-