Market Research: the Company “Healthy Alternative”

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Table of Contents

Opening Statement
Context
Task Segment
Closing
Works Cited

Opening Statement

The company Healthy Alternative offers healthy fast food products that are hardly available currently. Much advantage can be received if focusing on the needs of the target market that includes the average American family with busy lifestyles (parents with long working hours and children involved in athletic programs, dance, ballet, etc.). In addition to that, individuals who travel by car for business or vacation should be considered (even with pets, as they are not allowed to enter restaurants). As the majority of Americans are expected to be interested in the provided products, the possibility to start this company should be considered.

Context

The creation of fast food establishments can be traced back to the beginning of the 1920s (White Castle). Almost thirty years later McDonald’s was created. By 1969, there already have been Burger King, Taco Bell, and Wendy’s (Wilson). Numerous other restaurants were opened with time. Nevertheless, they tend to provide low-quality products. Fortunately, by the end of the 20th century, healthy options (salads) were offered.

The whole fast food industry in the USA has almost $200 billion in revenue, and it grows by about 1.5% annually. There are more than 230,000 fast food establishments in the country, and about 200,000 of them are franchised. Almost 4 million people are employed in this industry (“Fast Food Industry”).

The industry is constantly growing, which proves that the possibility to develop a new company in it is worth considering. This very tendency depends greatly on the population and economy. As people receive an opportunity to earn more, they have more chances to purchase food instead of cooking it, as well as to travel by car. As the population increases, the industry obtains new clients.

Provided products are likely to be purchased by brand-conscious clients who are looking for healthy fast food. These are likely to be the members of American families with busy lifestyles, as they do not have enough time to cook. In addition to that, impulse buyers, such as travelers, are expected to become clients of Healthy Alternative because they become hungry while riding a car. In this way, restaurants should be placed near busy roads and in populated neighborhoods.

While the number of fast-food restaurants increases significantly over time, there is not much competition in the sphere of healthy fast food because this option is rarely considered. Thus, it is possible to position Healthy Alternatives as a unique establishment that is greatly differentiated from other companies in the industry.

The provision of healthy fast food is likely to be supported by fitness experts and healthcare professionals who encourage people to keep to a healthy diet. Moreover, the number of healthy food shopping establishments (such as Whole Foods and Trader Joe’s) increases significantly. Healthy food delivery choices are greatly emphasized by Blue Apron and Fresh Foods.

Governments and healthcare organizations focus on the fact that fast food has a poor influence on people’s health and leads to the increased rate of obesity among adults and children (“Health Matters”; Zhao et al. 933). In this way, the Healthy Alternative seems to be a great resolution of the existing problem, as it presupposes the reduction of low-quality products consumed by the public.

Task Segment

The company Healthy Alternatives provides healthy fast food products that are hardly available currently meeting the need of customers to obtain already cooked healthy products as fast as possible. To develop Healthy Alternatives and make it a successful organization, $1 million will be needed. This money will be spent for construction purposes and cover start-up expenditures. A return of 4% of monthly sales at the first location is expected. In addition to that, a future opportunity to franchise out will be considered.

Closing

Thus, Healthy Alternatives is a company that is worth developing. Please, consider an opportunity of providing financial support for this start-up. Thank you for your attention.

Works Cited

“Fast Food Industry – Statistics & Facts.” Statista. Web.

“Health Matters: Obesity and the Food Environment.” (2017). Gov.UK. Web.

Wilson, Tracy. “How Fast Food Works.” Science. Web.

Zhao, Y. et al. “Fast Food Consumption and Its Association with Obesity and Hypertension Among Children: Results From the Baseline Data of the Childhood Obesity Study in China Mega-Cities. BMC Public Health, vol. 17, no. 1, p. 933.

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Market Research: the Company “Healthy Alternative”

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