Fast food is of the fast growing industry in most parts of the world. However, the industry has faced, and still is facing, various criticisms, particularly on the role it plays in promoting unhealthy eating habits in the modern society. It is argued that, among other factors, the increasing number of fast food outlets has significantly contributed to health-related disorders more especially overweight/obesity. Whereas such criticisms have had a negative impression on the fast food business, they could be perceived as a gap that could be filled through improving on the same. Although there are a number of strategies that could be used in filling this gap, introducing healthy foods in favor of junk food could be the best strategy.
The proposed business will be focused on selling Edamame in Prince Mohammad University girls’ campus. This is a meal that is prepared from immature soybeans, and it is commonly found in Hawaii, Japan, and China. The dish is also found in most international and local restaurants throughout the world. Because of its nutritious content, it is likely to be preferred over the junk foods, which have been the main type of food available within the campus. The target market would comprise of students and staff. As mentioned above, students and the staff have been forced to consume junk foods because healthy foods are not available within the campus. Therefore, producing and supplying Edamame would address this need of a healthy food among the target market (Ottman, 2011).
As a result of the existing market conditions, it is expected that the business would be a hit shortly after the launch. Within the campus, time is one of the most important but very limited resources. Therefore, students and staff lack enough time to go for a healthy snack elsewhere outside the campus. Selling Edamame within the campus will not only help students and the staff save time, but also eat a healthy meal. Currently, the campus is full of machines that sell junk food, and not even one selling healthy snacks. This further indicates the gap that exists in the fast food market within the campus, has the rationale for the probable success of the business (Ottman, 2011). The introduction of Edamame could also be looked at as an opportunity of giving student alternatives to eat what they like. Currently, they have no alternatives to choose from, considering all the available foods are junk foods.
It is also worth pointing out that Edamame would be freshly cooked on the spot within the campus. This would be strength of the proposed business, considering most of the available junk foods are not prepared fresh. In addition, Edamame would be sold at a reasonable price. This implies that almost every student and staff could be in a position to buy it. Therefore, in terms of price, it would be attractive as compared to the substitute junk snacks (Bowman & Gatignon, 2010). In terms of location, the food could be sold either in a small booth or a corner in the school cafeteria. Therefore, the business will be very economical when it comes to space.
In conclusion, eating a healthy meal is very important. In this case, eating vegetables is very crucial for the students, not only health-wise, but also in their academic performance. Eating healthy would give them the energy needed in effectively and efficiently undertaking their learning, which always require a lot of concentration. Edamame will be fast, delicious, of different flavor, affordable, as well as satisfactory to the students and the staff.
Bowman, D., & Gatignon, H. (2010). Market response and marketing mix models: Trends and research opportunities. Boston: now.
Ottman, J. A. (2011). The new rules of green marketing: Strategies, tools, and inspiration for sustainable branding. Sheffield [England: Greenleaf Pub.