Marketing Management

Fast food restaurant are characterized by food supplied quickly after ordering and with minimum services. This restaurant usually cook the food in bulk in advance, they then supply this food to other chains from a central location. Today the fast food industry is losing popularity due the constant campaigns, the campaigns are usually based on the fact that the food they produce cause obesity, the advertisement of junk food to children and this has led to countries introducing strict limitation on fast food advertisement and this has made them to advertise through the internet as an alternative to reach their customers. Market segmentation involves the use of a data base on consumer behaviour on a certain market. For successful segmentation there is the need to have a large segment. In this case the fast food market has a large market and therefore segmentation can be done. Segmentation variables will include Geographic, Demographic, Psychographic and Behavioural variables. The market should be subdivided according to brands and this will enable increased possibility of new entrants.

Keywords: market segmentation, marketing management, fast food, restaurant