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The Alternative - Essay Example

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Summary
The Alternative, Healthier Options for People on the Go, is a fast food chain that will conquer most major cities in Australia offering a healthier product line in the fast food arena. It will address the growing concern of people on the go to have a better choice when it comes to food served at speed, so that image conscious individuals from the university to young urban professionals will have great-tasting low calorie salad, burger with white meat patties, fat-free meat pies and refreshing fruit juices.
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The Alternative

Download file to see previous pages... That despite their fast paced lifestyle that leave little room for preparing food, a better option for healthier food is available and easily accessible just around any city corner, or online, as The Alternative also has its own website to sell, promote its products and connect with customers.
Called the marketing tactics known as the "Four Ps", price, place, product and promotion is a simple approach to unique blending of product or service presentation. Most companies may opt to increase these Ps to include people, physical evidence and process (MT, 2000), and these shall be discussed intensively for The Alternative.
Considering that The Alternative serves a segment that desires to look good, it is imperative that quality beyond the basic need of providing for hunger and appetite is included in the package. Price of The Alternative products is definitely higher than most regular fast food industry players that offer the traditional fat laden burgers, meat pies and carbonated water. Nevertheless, to consider value for money, customer is enticed to choose The Alternative for its immediate and long term effect on the physical well-being of the person. With a healthy diet comes a shapely and to-die-for physique, healthy skin, face and body, thus, the high cost of beauty and health maintenance, doctor visits and medications are offset.

Place
Modern minimalist appeals to most university students and young urban professionals. It fits their active lifestyle and compensates for the burgeoning mass production of most commodities. This is why The Alternative had chosen minimalist architecture and hip interiors to cater to their clientele. The website also provides for a complimentary cyberspace that connects with its young market.
By embracing the concept of simplicity and fluidity, most The Alternative chains employ scaled-down less-is-more interior design of high ceiling supported by impressive columns allowing carefree movement and casual dining, yet does not steep down to bland and tasteless as works of art also decorate the place inside and out in the form of green topiaries, corner ikebana arrangements and framed paintings on walls.
The Alternative outlets are located in most major cities near parks, offices, shopping, and fitness centres all over Australia.

Product
Healthier Option for People on the Go, The Alternative offers low-calorie dressing on most vegetable and fruit salads that comprise the majority of their menu, white meat patty burgers, vegetable dishes, fruit juices, and even fish patties in lieu of meat burgers. Each serving shall have in its packaging calorie and nutrients content to enable weight watchers to be aware of their daily intake, thus allowing for control. The menu shall include meat, fish and mushroom burgers, Singapore-style vegetable fries, Western and Eastern vegetable salads, meat and fruit pies, a variety of fresh fruit shakes and juices.
Use of organic materials in most of its packaging, from recycled paper menus and placemats, waxed paper plates and cups, to recyclable paper bags also speaks to the healthier option motto of The Alternative.

Promotions
The Alternative advertisements and promotions shall use ...Download file to see next pagesRead More
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