RESEARCH PAPER

Fast Food Business

Fast Food Business

The corporations such as McDonalds used to conduct research before starting up a business or undertaking a new project. The research itself is very significant for the business because the company will invest on the basis of research and its findings. This report will focus on the fast food business and will cover a research for opening a new fast food chain in United States of America. The project proposal will analyze the fast food market and competitors which is essential to consider as it provides enough detail about the current demand and trends of market. The corporations used to identify their target market along with its demographic. The demographic of underlying market is very crucial to know before launching any product or starting a new business. The project proposal will also provide competitors (direct and indirect) analysis which will help in formulating marketing strategies (Pednekar, 2010, pp. 25).

Market Analysis

Primary Target Market

The primary target market for the company will be middle class of United States of America. The company will open its outlets in Texas which is the second most populous state of America.

Geographic Location

The main city of the state “Texas” is Houston and 4th largest city of the United States of America. The company will open its restaurants in this largest city of Texas and also make this city as the Head Quarter of the company. The company will also open branches in San Antonio and Dallas (Kirby, 2003, pp. 124).



Demographics

According to the census department of America, the population of Texas is 25,674,681 till 2011. The population density of Texas is 34.8 persons per kilometre. The population density of this location is slightly higher as compare to the population density of America. The census survey which was conducted in 2010 indicates that racial and ethnic composition of Texas includes 70.4 percent of white, the black or African American constitutes around 11.8 percent, 0.7 percent are native American, Asian are 3.8 percent and pacific islander contributes 0.1 percent of total population of Texas. The larger part of the population is Roman Catholic (Kaushik et.al, 2009, pp. 90).

Target Market Needs

The life of Texas is also very fast and the people prefer to have food from fast food restaurants. The research shows that the population Texas likes fast food products as hamburger, rolls and sandwiches. There are plenty of fast food players in taxes which prove that the state “Texas” is profit driven for the fast food industry (Hisrich et.al, 2002, pp. 55).



Competitive Analysis

The competitive analysis includes direct, indirect competitors and evaluating the competitors in term of their overall strengths and weakness (Carsrud et.al, 2007, pp. 85).

Direct & Indirect Competitors

The company will sell hamburger, rolls and sandwiches so the direct competitors are McDonald, Subway, and Burger King. The company will be selling the above mentioned three products as the main products of the business. However, the products form and design can vary in future. The company will sell only ...