The report will explore the fast food industry in United Kingdom. The report will also examine the McDonald’s corporation as a firm. In addition, the report will appraise mainly on two areas for instance attractiveness of fast food industry and distinctiveness of McDonald’s corporation.
The report will use some strategic analytical tools for examples PESTEL framework and Porter’s five forces to detect the trends, key drivers, and power of the fast food industry. The analytical tools will also distinguish the attractiveness of the industry. Moreover, numerous core competences of the MacDonald’s corporation for instance their own resources, skills, and value chain will be also critically analysed through the VRIN framework to find out the competitive advantages of the Macdonald’s corporation. This will identify to recognise their distinctiveness as well.
CONTENT
EXECUTIVE SUMMARY
CONTENT
INTRODUCTION
EXTERNAL ANALYSIS OF THE FAST FOOD INDUSTRY IN UNITED KINGDOM
TRENDS
KEY DRIVERS
POWER
ATTRACTIVENESS
INTERNAL ANALYSIS OF MCDONALD’S
CORE COMPETENCE
VRIN ANALYSIS
COMPETITIVE ADVANATGE
DISTINCTIVENESS
CONCLUSION
REFERENCES
BIBLIOGRAPHY
APPENDIX
APPENDIX 1: External (PESTEL) Analysis of the Fast Food Industry (Yuksel, 2012)
APPENDIX 2: Porter’s Five Forces on Fast Food Industry (Porter, 2008)
APPENDIX 3: INTERNAL ANALYSIS (resources and core competence of McDonald’s)
APPENDIX 4: VALUE CHAIN OF MCDONALD’S (Johnson et al., 2011)
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