Marketing Strategy : Healthy Food And Ethnic / International Food

It needs to be a specific group of customers. Sometimes using stereotype images can help to describe a group, such as the “soccer mom.”

Sociocultural factors influence and restrict consumption ideas, needs, desires and purchase behavior. People from different countries and different regions have different life patterns and different sociocultures. These differences directly influence the products that industries want to produce because people may even have different attitudes and value toward the same product due to different sociocultural factors. With the rapid development of modern society and the continuous improvement of living standards, the degree of attention paid to health has increased. “Franchise businesses continue to pay close attention to their customers' need for convenience, new flavors and, yes,

There are currently six living generations in the United States, each with different characteristics, beliefs, and values. The things that define each generation’s culture are derived from their history, upbringing, and the lifestyle of their time. Our generation was born between 1980 and 2000. We are called Millennials. More specifically, we grew up in the South, which typically lends itself to being more conservative and religious. These characteristics, along with our instant gratification attitude, define who we are, what we believe, and how we view other generations. For example, we might have differing views with the Silent Generation. Some Millennials may feel the Silent Generation’s social, religious, and economic conservatism is outdated.

Many people in Seoul, South Korea opposed hamburgers, especially if they are from McDonald’s, because it goes head to head with the Koreans that produce their rice locally. Korea had seen the McDonald’s commercials on the media and after receiving the results of the market survey they were anti-American because of the tense relationship between Korea and America after the end of WWII. However years later, Korea and McDonald’s came to an agreement and opened the first McDonald’s. As soon as McDonald’s opened it attracted many young people because of its different trend that no one had ever seen before; it was considered modern and a chic place to eat. The

The baby boomers continue to age, while the millennials are increasing. They are the most racially diverse generation in American history with 43% of millennial adults are non-white. Also, being the most educated generation so far, many are struggling with student debt and still living at home, however are the most upbeat about their financial future. Another tread is how women's roles in labor forces have grown drastically, leader positions raised and gender pay gap lowered in comparison to the last few generations. As men and women roles in families are converging, nearly 50% of parents in two parent households working full

The Millennials: This generation grew up in an era with many technological advances, along with the creation of new social networking sites; therefore,

Who are MM’s target customers? Are all segments equally attractive to MM? If yes, why? If not, why not? How do the different segments’ needs and expectations evolve over time?

Shifting demographics: Millennials have emerged as the most populous generation in the United States. As this group’s disposable income rises, industry operators will increasingly cater their services to attract these individuals. Millennials are

Millennials (also know as generation Y) are people born between the early of the 1980s to the early 2000s. This generation is the youngest in the work place. They are the first generation that grew

Millennials tend to be technologically advanced and eager to learn. They also value social responsibility and team-work. They are often seen as impatient and quick to express opinions without having all of the data. Millennials are quick to jump-ship if they do not feel if they are progressing fast enough, often at speeds that might be seen as unreasonable. Dayan (2005) says that about 5.6 million Millennials are about to enter the employment market. Millennials are said to be the most challenging generation for employers.

For this Business Strategy Report, I have selected a restaurant chain named Nando’s. It was established in 1987 by two friends, Fernando Duarte and Robert Brozin (Nando’s.com, 2017). Although being a South African brand it has Portuguese influence and the restaurant chain depicts these designs. Nando’s specialty is flame-grilled chicken spiced with their unique selection of marinade sauces and spices ranging from mild to extra hot and for those individuals not into the hot stuff, there’s a lemon and herb option. It also has other selected food options to choose from in their attractive menu. Its niche market is working middle class male and female customers who enjoy spicy food and casual dining. It also caters for kids and families.

Relying purely on socio-economic and demographic data only provides a partial glimpse into the needs, preferences and wants of a given target market. Psychographic-based segmentation research is often used for determining how potential customers' self-assignment to groups, unique interests and preferences for retail products and services influence and often predict their purchasing behavior and long-term loyalty (Bearden, Teel, Durand, 1978). Psychographics is the study of how customers assign

Kentucky Fried Chicken (KFC) is a popular fast food chicken restaurant chain around the world. (Bell, Shelman, 2011) It is one of the subsidiary of Yum Brand. This company also operates the Pizza Hut and Taco Bell. (Yum! Brands, Inc, 2016) KFC was founded by Harland Sanders in 1952. (Bell, Shelman, 2011) Sanders was successful in creating the brand, even the logo of KFC brand is the portrait of him. He became a notable figure in American history thanks to his great contribution on creating KFC brand. Nowadays, KFC becomes more and more popular, the sales ranking of KFC was the 11th among the worldwide restaurant brands. (The QSR 50, 2015) The sales of KFC in 2014 was 4200 million dollars. (Details in Appendix 1) It means KFC has a large quantities of consumption needs. Actually, KFC has 14,577 restaurants around the world and 70% of them are located outside America (Yum Brand Annual Report, 2015). The restaurant profit was increased year by year from 2013 to 2015. (Details in Appendix 2) Therefore, it is potential to enlarge the customer base by analyzing consumer behaviors.

According to recent research, Millennials (75.5 million) have edged out the Baby Boomers (74.9 million), who are retiring, as the fastest growing group in the United States, with Generation X lagging behind (66 million) (Fry, 2016). By the year 2020, Millennials will account for half of the workforce and their impact on the economic is contingent upon how the economy is doing at that time (Shin, 2015). The Education Testing Service found although Millennials are receiving more education than any other generational group, they may lose their competitive edge against international peers (Twaronite, 2015).

We will be marketing a food product, “Healthy Protein Snack Foods” that will be marketed to the athletic people, people playing soccer games, and people from ones who joined sports clubs in Dubai. The prime focus of the product is mainly on Dubai, that is u males between the ages of 20-35 years of age in order to get their attention to the efficacy of the product with to improving their health. From there we want to spread to other cities of UAE. The success of the “Healthy Protein Snack Foods” will be dependent on the way, we take the product to the people in our target market, describing its features and the aspects of health that it contributes, the replacement it can give for the fast foods, and the overall value it can add for the family health. we would like to marketing strategy that would enable us to reach the population of Dubai in a faster way, and in low cost method. The “Healthy Protein Snack Foods” is one of the kind of the products, created specifically for the sports people in Dubai, to help them upkeep their health.