CHARTERED POSTGRADUATE DIPLOMA IN

MARKETING

UNIT 1 – EMERGING THEMES

Student Number: 12354142

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Table of Contents Page

Task 1 3

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 9

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

3
 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

ƒ 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.

ƒ 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.

ƒ 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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ƒ 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

9
 “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, regular intake of high-fat & sugary foods, reduced physical
activity, 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. 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.

13
 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.

15
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.

17
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]

19
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/Healthimp
rovement/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
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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]

20
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

22
Appendix 3 – Concept Circles

23
Appendix 4 - Force field Analysis

24