Case study client wants to open up a ‘low-calorie’ fast food chain. Discuss the demographic, sociocultural, economic, technological, natural, political and legal trends affecting fast food consumption. Likely competitors, what they offer and who they target. Consumer behaviour that influences consumption of fast food. Segment the fast food industry and recommend 2 segments. How should the fast food chain be positioned, branded, promoted, where it should be located and types of products offered.
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