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CHARTERED POSTGRADUATE DIPLOMA IN MARKETING UNIT 1 – EMERGING THEMES Student Number: 12354142 1

Marketing Assignment 1

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Page 1: Marketing Assignment 1

CHARTERED POSTGRADUATE DIPLOMA IN

MARKETING

UNIT 1 – EMERGING THEMES

Student Number: 12354142

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Table of Contents Page Task 1

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Macro Theme - "Obesity in Sri-Lanka"……………………………… 4 Meso Theme - "Forecasting Change"………………………………. 4 Short List of Potential Publications………………………………….. 5 Justifying Choice of Publication……………………………………... 6 References…………………………………………………………….. 8 Bibliography 8 Task 2

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Article - "Is Obesity Driving Lankans to the Grave?"……………… 10 References……………………………………………………………... 19 Bibliography……………………………………………………………. 20 Appendix 1…………………………………………………………….. 21 Appendix 2…………………………………………………………….. 22 Appendix 3…………………………………………………………….. 23 Appendix 4…………………………………………………………….. 24

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TASK 1

Word count: 1,080

Student Number: 12354142

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TASK – 1

OBESITY - Macro Environmental Emerging Theme The WHO’s website (2010) states that presently there are more than 1 billion overweight adults globally; nearly 300 million of them obese. Initially considered a problem only in the developed world, obesity is now beginning to emerge in lower-middle-income countries such as Sri-Lanka – predominantly in urbanized districts. Post-war Sri-Lanka is bound to see political and economical stability with the reduction in risk profile of the country; and has already seen international fast-food giants – Pizza-Hut, McDonalds and KFC gain consistent growth and expansion. Sri-Lanka’s per-capita income increased to USD2200 in 2009 from USD1,421 in 2006 and is said to rise to USD4,000 in 2016; thus resulting in more affluent consumers having the option of purchasing more convenient and ready-to-eat foods. Consumers are shifting towards an “eating-out-culture”, where higher proportions of fats, sugar and trans-fatty acids are consumed unknowingly. Unhealthy eating habits combined with the growing sedentary lifestyles are likely to put urban populations at risk of becoming over-weight and/or obese. It has been confirmed by Dr. Pushpa Ranjan Wijesinghe, medical researcher and epidemiologist, for the Ministry of Health, Sri-Lanka (2010, pers. comm. 4 May) that 32% of adults and 10% of children in the urbanized Colombo district is either over-weight or considered obese.

Forecasting Change In The Fast-Food Industry – Meso Environmental Theme Change is constant and inevitable and requires not just organizations but Industries at large to respond more proactively. The fast-food industry has evolved briskly through out the years with concepts such as drive-thru, home-delivery and quick-service restaurants. The globalization of fast-food markets have been implicated if not blamed entirely for the increased prevalence of obesity throughout the world. Therefore the fast-food industry needs to assess the implications of obesity becoming an epidemic in Sri-Lanka; and forecast a series of opportunities and threats the industry may have to face in the future. Forecasting multiple-futures will increase awareness and allow the industry to communicate with stakeholders to help develop foresights into evolving customer behavior and changing markets. The industry will be able to analyze the big-picture and keep abreast with obesity trends, bends and fads that will need addressing for sustaining the future of the industry.

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Short-list of Most Suitable Potential Publications

1. Lanka Monthly Digest (Circulation: 5,000/Month)

Consisting of 3 segments – Business, Current Affairs and Politics – This is the only magazine in Sri-Lanka that has gained Super-Brand status, with a readership of around 35,000. Its target audience comprises of business and opinion leaders, professional and managers, academic and diplomatic communities; all of who control & influence decisions in today’s business landscape. My article will speak directly to business leaders and industry professionals capable of implementing corporate level decisions to help control an obesity outbreak.

2. Living Magazine (Circulation: 4,000/Bi-Monthy)

Published by its flagship publication – LMD, this bi-monthly magazine has a readership of 30,000 and contains reviews on leisure and entertainment in Sri-Lanka; including restaurants, gyms, sports and various features of city-life. The magazine targets the urban population between the ages of 16-35 years; which is ideally the population in Sri-Lanka with a high prevalence of obesity. My article will speak directly to this demography and enlighten their role as consumers for minimizing obesity related illnesses.

3. The Sunday Times News Paper (Circulation- 250,000/Weekend)

This publication has the highest circulation among English news-papers and a readership of around 750,000 island-wide. My article will reach the mass-market and gain awareness among diverse demographics. This paper has previously published few articles on child-hood obesity and associated health concerns; thereby laying the platform for my article to further build on this epidemic.

4. Lanka Woman (Circulation- 10,000/Month)

Targeting women within the upper-middle-class society of Sri-Lanka; this magazine has a readership of around 26,000/month, with segments such as fashion, health, food and relationships. My article on obesity will reach key household decision-makers such as mothers/wives, who have a significant impact on lifestyle choices and purchasing habits; thus encouraging healthier lifestyles at grass-root levels.

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Justification as to “Why” LMD should publish this Article Target Audience

The article fits perfectly with LMD’s reader-profile, which consists of business and opinion leaders, professionals and senior managers, academic and diplomatic communities, particularly residing within the urban areas of Sri-Lanka. The futuristic nature of this article will be appealing to its readers as it will bring them up-to-date with the contemporary issue of “Obesity” and the probable future of the fast-food industry – 20-25 years from now. New articles such as these may even contribute to the positioning of the LMD brand, as being current and innovative in its approach to business journalism.

Competitive Edge

I strongly believe that this article will stand-out among competing topics and will give the LMD-Magazine an edge over competing players in the market. The possibility of obesity reaching epidemic proportions is yet to be anticipated by array of Industries in the Sri-Lankan context. Publishing this article will make LMD one of the first magazines to take on issues such as obesity from a futuristic perspective. Furthermore, this is not a one-time topic; this is an article topic that can be built on by other authors in future editions of the magazine. There is very limited literature that reports on the complexities of obesity in Sri-Lanka; this is why I believe this informative article will set benchmarks for competing publications.

Industry Awareness

By publishing this article, LMD will gain credibility for increasing the level of awareness on important social issues that could impact industries such as fast-food in the years to come. As a result, the article may cause a certain buzz in the fast-food industry and see industry experts anticipating opportunities in new markets and preparing contingencies for the possible threats that could impact the industry; provided obesity numbers continue to rise in the future. This article will not only influence the fast-food industry but also other industries such as health and travel to identify the future implications that obesity could have on their respective sectors. Unlike news papers, magazines such as LMD have a longer lifespan and a higher readership of 35,000; therefore the probability of this article reaching and increasing awareness amongst a larger audience is somewhat high.

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Ethical Aspect

As the most read, respected and insightful business magazine in Sri-Lanka, it is only fair that the magazine not only focus on business affairs, financial indicators and political agendas, but also focus on addressing real social issues such as obesity, and its future impact on businesses & society at large. It is somewhat of an obligation to the magazine to use its media resources on a small scale, to increase awareness on obesity and its associated health concerns – for the greater good of the community. The article will strengthen LMD’s brand positioning as Sri-Lanka’s “voice of business”; and may even play a facilitating role in establishing the responsibility of the government, the industry and the consumer in reducing the impact of obesity on future generations.

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REFERENCES LankaNewspapers.com. 2009. Sri Lanka BUSINESS:: Sri Lanka s per capita income grows from $ 1,000 - $ 2,200 - Dr. Jayasundera. [ONLINE] Available at:http://www.lankanewspapers.com/news/2009/12/51108.html. [Accessed 03 May 1] The Official Government News Portal of Sri Lanka. 2010. The Official Government News Portal of Sri Lanka – Per capita income of SL to be increased to USD4000 in 5 years. [ONLINE] Available at: http://www.news.lk/index.php?option=com_content&task=view&id=14063&Itemid=44. [Accessed 03 May 10] The World Health Organization. 2010. WHO | Obesity and overweight. [ONLINE] Available at:http://www.who.int/dietphysicalactivity/publications/facts/obesity/en/. [Accessed 03 May 10]. BIBLIOGRAPHY 2009. Chartered Postgraduate Diploma in Marketing - Stage One STUDY TEXT Emerging Themes. 1st ed. United Kingdom: BPP Learning Media Ltd. Lanka Woman. 2008. LW :: About. [ONLINE] Available at: http://lw.lk/?page_id=60. [Accessed 22 April 10] LMD. 2010. About Us. [ONLINE] Available at: http://www.lmd.lk/2010/May/about.htm. [Accessed 03 May 10] LMD. 2010. Living. [ONLINE] Available at: http://www.lmd.lk/2010/May/living.htm. [Accessed 03 May 10] The Sunday Times. 2010. Times Online - Breaking News, Sunday Times, Entertainment, Sports, Videos . [ONLINE] Available at: http://sundaytimes.lk/. [Accessed 03 May 10]. The World Health Organization. 2006. WHO | Obesity and overweight . [ONLINE] Available at:http://www.who.int/mediacentre/factsheets/fs311/en/index.html. [Accessed 03 May 10] Wikipedia. 2010. Forecasting - Wikipedia, the free encyclopedia . [ONLINE] Available at:http://en.wikipedia.org/wiki/Forecasting. [Accessed 03 March 10].

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TASK 2

Word count: 2,194

Student Number: 12354142

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“Is Obesity Driving Lankans to the Grave?”

According to The World Health Organization’s website 2010, obesity is now a “global epidemic” and is one of the fastest growing health concerns in the world. The WHO’s website 2006, projects that by the year 2015 more than 2.3 billion adults will be overweight and around 700 clinically obese –amounting to almost one-third of the world’s population. In developed countries obesity is largely considered as the second most common

preventable cause of death after smoking. However in recent times developing countries such as India and Sri-Lanka have also experienced an increased prevalence in obesity, predominantly among the urban higher-middle-class societies. Obesity is the result of several changes including increased reliance on cars, eating out, working longer hours, reactivity, increased family affluence, persuasive food advertisements, TV-games, broadband, social-media networking are all drivers facilitating an increase in sedentary lifestyles. Unfortunately, “obesity” has not gained significant awareness in the Sri-Lankan context; in-spite of Dr.

gular intake of high-fat & sugary foods, reduced physical

Pushpa Ranjan Wijesinghe, medical researcher and epidemiologist, for the Ministry of Health, Sri-Lanka (2010, pers. comm. 4 May) confirming a prevalence of 32% among adults and 10% among children in the Colombo district alone.

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Therefore why is obesity a sudden epidemic? Can there be a co-relation between the sudden outbreak of obesity and the rapid growth of the fast-food industry? Impact of Obesity on the Fast-Food Industry Fast-food is mentioned repeatedly in books, articles, and research-studies as being the most accountable for the “sudden” obesity outbreak. The famous lawsuit filled against McDonalds in 2002, blamed the fast-food giant for causing obesity illnesses among children. Despite McDonalds having won the case, the overall perception of the fast-food industry has become somewhat negative. Pessimistic perceptions among consumers may impact the industry’s long-term positioning and might be seen as a social-threat directly contributing to rising overweight/obesity numbers.

Globalization has increased the flow of information across geographical borders enabling consumers to gain knowledge on current and developing issues surrounding obesity. Documentaries such as “Super size me” and “Killer at Large” and books such as “Fast food nation” have explicitly described the link between obesity and the fast-food industry. As consumers become more and more aware of this issue, their purchasing decisions may influence them towards seeking healthier alternative. Therefore on the long-run fast-food companies may discover that their consumers no longer find their low priced fatty-foods appealing and may experience a change in demand. Children represent an important demographic to fast-food advertisers, mainly because they

have a direct influence over their parents’ buying decisions. Pester-power is a widely used technique in the Sri-Lankan context without any legal restrictions. McDonalds in Sri-Lanka constantly promotes their “happy meals” with must-have toys for kids, Pizza Hut with its animated cheesy-mouse advertisements & KFC with its finger-licking-good promotions followed by various special giveaways. If childhood obesity numbers start climbing, the government could enforce a ban on junk-food advertisements aimed at children, as a measure to tackle the problem before it erupts. Similar laws have been enforced in the UK back in 2002, where advertisement restrictions were extended to all TV programs targeting kids under the age of sixteen. Is it possible that fast-food is becoming the next “tobacco”?

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The culture of eating-out has become frequent and more familiar to many Sri-Lankans in urban areas. Most of the local and international fast-food chains are known for serving larger portions, than the recommend potion size for most foods. As a result consumers are becoming accustomed to larger potions of food; and unknowingly consuming a higher percentage of calories and unsaturated-fats. Fast-food companies don’t attempt to alert their customer nor do they disclose any calorie or fat contents on any of their packaging. In 2003, the U.S. FDA (Food-and-Drug-Administration) passed a law requiring food manufactures to list trans-fat on the nutrition-information label of all their foods. How long will to be before Sri-Lanka follows this lead? With so many fingers pointing at the industry, consumers may question corporate ethics and responsibility within the sector. However, the fast-food industry blames consumers for their lack of self-control and refuses to take the blame for this sudden outbreak. Where do you draw the line between an individual’s responsibility and corporate responsibility? The Bottom-line is there isn’t an easy fix; both the consumer and the industry need to bear equal responsibility and fight towards preventing a possible obesity outbreak in Sri-Lanka. Impact of Forecasting Change As a response to this macro-environmental phenomenon the fast-food industry is relying on the theme of forecasting change, as a guide to the future. Today, the external environment is changing rapidly; the speed at which change is taking place can not be underestimated. “Forecasting change”, is allowing the industry to dig-deep and increase awareness of external social issues such as obesity and its potential impacts. The industry is able to identify relevant circumstances, events and developments concerning obesity that are likely to become important in the future; And thus gain insight as to how the fast-food industry in Sri-Lanka will have to evolve in order to face certain challenges and improve its sensitivity towards how the “planning environment” is changing. Forecasting precise and timely change is a difficult and risky task, no one can accurately predict the future business-environment – 20-25 years from now. Instead of forecasting just one future, the industry is now focusing on “multiple futures” as a way of overcoming a narrow outlook. Will obesity reach epidemic proportions in Sri-Lanka or will it be reversed? Will demand for fast-food increase or decrease? Will demographics drive a long-term focus on healthier, more nutritious foods? Will a “buyers market” continue to dominate or will there be a shift towards a “sellers market”? Will potential government

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banns on fast-food advertisements cause the industry to have the same fate as the tobacco industry? Will the government enforce a “fast-food tax” with means of reducing consumption? Coming up with various scenarios will enable the industry to explore certain blind spots and identify changes which are expected to become more permanent.

This proactive approach will overcome complacency within the industry; however the question of “do we have the right scenarios?” will always be a challenge. The role of sustainability is facilitated by the fast-food industry’s initiate to forecast change. Tomorrow’s potential opportunities and threats presented today means, industry players can plan early for future changes surrounding obesity. For example: predictions made by the Central Bank of Sri-Lanka in 2010 indicate per-capita income to reach U$4,000 within the next 5 years, this forecast combined with the expected post-war growth in urban lifestyles will create a thriving business opportunity for fast-food companies – and an ideal environment for fostering obesity. Ms. Ramzeena Lye, Pizza Hut Marketing Manager- Sri-Lanka (2010, pers.comm. 10 May) expressed concern over potential consumer law-suits and new competitors that could capture their market-share with alternative nutritious products.

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Early warnings will prepare the fast-food industry to respond to issues such obesity with contingency plans and risk management strategies; so that future revenue and margins are not threatened. Future product decisions, investment decisions, expansion decisions and even decisions relating to corporate responsibility are all facilitated by forecasting change the industry will face – if obesity reaches epidemic proportions. Exploring and understanding the strength of future drivers will help fast-food companies isolate key areas shaping this social situation; and then allocate necessary resources to proactively respond to changing environments.

Future Implications The future will see the industry adopting a Triple Bottom Line (TBL) approach to strategy, with the fundamental goal of sustainable business development. The strategy will aim to meet the present needs of the Industry’s social, economic and environmental aspects without compromising its ability to meet future needs.

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At a societal level, the industry could initiate an independent research program to gauge accurate numbers and concrete reasons behind obesity in Sri-Lanka. If findings indicate disturbing numbers in years to come; the industry can proactively engage in public awareness and/or educational campaigns targeting both adults and children, to help raise awareness of obesity related health risks, preventable measures and smart-lifestyle choices such as eating-right & exercise. A professional voluntary body comprising of the fast-food companies in Sri-Lanka could be formed to represent the best interest of its consumers, its members and society at large. Voluntary codes of conduct can be drawn-up to tackle ethical issues such as advertising to children and nutrition labeling; so that consumers are not exploited or confused and most importantly before legislation kicks in. Members can also lobby government officials to consider passing laws that will protect the industry against potential consumer-lawsuits blaming their obesity related illnesses on companies such as McDonalds and/or Pizza-Hut. A study conducted by Edwards and Roberts (2009); published in the International Journal of Epidemiology states; that maintaining healthy BMI’s can lower greenhouse gas-emissions. They consider two hypothetical populations; one has a 3.5% prevalence of obesity whereas the other has 40%. The population which is 40% obese needs 19% more food-energy than the other population. The writers further state that increases in greenhouse emissions are a result of increased food production and car travel due to rising numbers in obesity among populations. Taking this insight in to account fast-food companies in Sri-Lanka, can start measuring their in-direct contribution towards reducing and fighting obesity in the local context and so focus on reducing their ecological foot-print on the long-run.

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100% organic menus may also become a trend among fast-food chains in the future. Not only are organic foods free from pesticides and antibiotics that harm the environment, but are also free from toxic-chemical and addictives that cause weight-gain among people; this is an opportunity the industry should definitely explore. The economic bottom line focuses on sustaining the industry’s long-term profitability. Obesity will cause certain demographic-segments to voluntarily shift towards healthier options. Fast-food companies will have to make product changes and focus on introducing liter menus; while at the same time maintaining price, taste, convenience and quick-service. The concept of “healthy fast-food” may become a popular trend in the future. Consumers may even be willing to pay more for healthier menus and in turn enable fast-food companies to increase sales volumes and earn higher margins. The industry will need to proactively respond to these social changes and aim to reduce organizational susceptibility to new competitors. Sri-Lanka’s economic development may push industry expansion and new market development. Expansion should be carried out in an ethical manner, so that the concept of sustainability is at the core; enabling a viable business future for all fast-food companies. This is particularly important for creating shareholder-value and for addressing questions that current and/or potential shareholders may have concerning sustainability fundamentals – including transparency, social-welfare, environmental protection and ethical business practices.

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The Future of the Marketing Profession As market conditions change from a sellers market to a buyers market, many Sri-Lankan fast-food companies are starting to acknowledge the important correlation between customer orientation and business success. Marketing is becoming more strategic and holistic and takes on a new role as an “architect of competitive-advantage”.

Marketers will need to have a watchful-eye on global and local issues associated with obesity and be constantly up-to-date with the news and developments regarding the trend; as this contributes enormously to the meso-theme of forecasting change. Marketers need to be expert information gatherers and have the ability to gain customer insights concerning obesity, nutrition, advertisements, menus and future demand; thus influencing organizational decisions in response to obesity. Marketing creativity is an essential skill that marketers will need to possess especially when developing new-product ideas around the concept of “Healthy fast-foods”. Digital marketing skills will also become important for promoting products online – using advertising opportunities such as popup, banner, flash and advergaming. Furthermore marketers will require impeccable communication skills for both internal and external audiences. Internal marketing programs will communicate the benefits of the TBL agenda and create buy-in; while external communications will aim to promote an organization’s sustainability and CSR initiatives to key stakeholders.

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Another pivotal skill for marketers will be their ability to be financially literate. Marketers need to be competent in forecasting and justifying the financial outcomes of their marketing strategies. If marketers want to conduct obesity research, launch healthier menus or implement cause-related campaigns; they need to gauge the impact on bottom-line profits and shareholder-value, resulting from their decisions. Marketers need to have the courage to be different and gain respect for the valuable role they play in an organization. Today, marketers can’t afford to be pessimistic about emerging social issues such as obesity; they need to rise to the occasion and focus their efforts on being proactive by anticipating responses to probable futures in Sri-Lanka. Marketers will have to express loyalty towards their consumers and refrain from using any manipulative communication tactics, such as pester-power to target kids with an aim of increasing sales. Marketers need to demonstrate their ethical values at every stakeholder encounter and touch-point. Marketers shouldn’t be driven by short-term gains; their focus should be on sustainable strategies that meet present and future customer needs. Marketers need to energetically drive sustainability to the core of an organization and avoid any green washing strategies to gain short-term competitive-advantages. Finally, marketers need to have a natural appetite for continuous professional development and engage in CPD (Continuous-Professional-Development) programs that enhance their knowledge on global business practices shaping and re-shaping the dynamic marketing profession.

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REFERENCES Chartered Institute of Marketing, 2007. Tomorrow’s word: Re-evaluating the role of marketing. Shape the Agenda, [Online]. NUMBER 12, 18. Available at:http://www.cim.co.uk/filestore/resources/agendapapers/tomorrowsword.pdf [Accessed 04 June 2010]. Edwards P, Roberts I. Population adiposity and climate change. Int J Epidemiol 2009;38:1137–40. Killer at Large. 2008. Killer at Large Press Room. [ONLINE] Available at:http://killeratlarge.com/press/archives/47. [Accessed 06 April 10] Live BBC News Channel. 2008. BBC News | Health | Obesity: in statistics. [ONLINE] Available at:http://news.bbc.co.uk/2/hi/health/7151813.stm. [Accessed 08 April 10] National Heart Lung and Blood Institute (NHLBI). 2001. Calculate your BMI - Standard BMI Calculator . [ONLINE] Available at: http://www.nhlbisupport.com/bmi/. [Accessed 02 May 10]. Schlosser, E, 2001. Fast Food Nation: The Dark Side of the All-American Meal. 1st ed. UK: Allen Lane The Penguin Press Super Size Me, 2004. [DVD] Morgan Spurlock, USA: Hart Sharp Video The Official Government News Portal of Sri Lanka. 2010. The Official Government News Portal of Sri Lanka – Per capita income of SL to be increased to USD4000 in 5 years. [ONLINE] Available at: http://www.news.lk/index.php?option=com_content&task=view&id=14063&Itemid=44. [Accessed 03 May 10] The Sun . 2009. Fatties cause global warming | The Sun | News. [ONLINE] Available at:http://www.thesun.co.uk/sol/homepage/news/article2387203.ece. [Accessed 02 June 10]. World Health Organization. 2010. WHO | Obesity and overweight. [ONLINE] Available at:http://www.who.int/dietphysicalactivity/publications/facts/obesity/en/. [Accessed 03 May 10]. World Health Organization. 2006. WHO | Obesity and overweight. [ONLINE] Available at:http://www.who.int/mediacentre/factsheets/fs311/en/index.html. [Accessed 03 May 10]. Wikipedia. 2010. Fast Food Advertising - Wikipedia, the free encyclopedia . [ONLINE] Available at: http://en.wikipedia.org/wiki/Fast_food_advertising. [Accessed 06 April 10]. Wikipedia. 2010. McDonald's legal cases - Wikipedia, the free encyclopedia . [ONLINE] Available at: http://en.wikipedia.org/wiki/McDonald's_legal_cases. [Accessed 21 April 10]

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Wikipedia. 2010. Trans fat - Wikipedia, the free encyclopedia . [ONLINE] Available at:

http://en.wikipedia.org/wiki/Trans_fat. [Accessed 12 April 10]. BIBLIOGRAPHY 2009. Chartered Postgraduate Diploma in Marketing - Stage One STUDY TEXT Emerging Themes. 1st ed. United Kingdom: BPP Learning Media Ltd. Department of Health . 2009. Obesity General Information - Department of Health - Public Health. [ONLINE] Available at:http://webarchive.nationalarchives.gov.uk/+/www.dh.gov.uk/en/Publichealth/Healthimprovement/Obesity/DH_078098. [Accessed 17 March 10]. Guardian.co.uk. 2006. Total ban for junk food ads around kid's shows | Society | MediaGuardian. [ONLINE] Available at:http://www.guardian.co.uk/society/2006/nov/17/health.food. [Accessed 04 April 10]. McDonald's Corporate Responsibility. 2010. Social Responsibility - About McDonald's. [ONLINE] Available at: http://www.aboutmcdonalds.com/mcd/csr.html. [Accessed 02 May 10] NHS. 2010. Obesity - Causes. [ONLINE] Available at: http://www.nhs.uk/Conditions/Obesity/Pages/Causes.aspx. [Accessed 04 April 10]. Parsons, E. and Maclaran, P. 2009. Contemporary Issues in Marketing and Consumer Behaviour. 1st ed. Great Britain : Butterworth-Heinemann Pizza Hut Sri Lanka. 2010. http://www.pizzahut.lk/company_profile.php. [ONLINE] Available at: http://www.pizzahut.lk/company_profile.php. [Accessed 02 May 10].

Super Size Me, 2004. [DVD] Morgan Spurlock, USA: Hart Sharp Video. Wikipedia. 2010. Forecasting - Wikipedia, the free encyclopedia . [ONLINE] Available at: http://en.wikipedia.org/wiki/Forecasting. [Accessed 03 March 10]. Wikipedia. 2010. Obesity - Wikipedia, the free encyclopedia . [ONLINE] Available at: http://en.wikipedia.org/wiki/Obesity. [Accessed 04 April 10]

Wikipedia. 2010. Scenario planning - Wikipedia, the free encyclopedia. [ONLINE] Available at: http://en.wikipedia.org/wiki/Scenario_planning. [Accessed 05 April 10]

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Appendix 1 “I confirm that in forwarding this assessment for marking, I understand and have applied

the CIM policies relating to word count, plagiarism and collusion for all tasks. This

assignment/project is the result of my own independent work /investigation except where

otherwise stated. Other sources are acknowledged in the body of the text and/or a

bibliography is appended. The work that I have submitted has not previously been

accepted in substance for any other award and is not concurrently submitted in

candidature for any other award.”

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Appendix 2 - Mind Map

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Appendix 3 – Concept Circles

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Appendix 4 - Force field Analysis

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