Mod 3 Assign 1 Industry Analysis Fast food industry

Mod 3 Assign 1 Industry Analysis Fast food industry -...

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Assignment 1 - Industry analysis - Fast food industry Use Aaker Figures 4.1 and 4.3 as your framework; complete a market/submarket analysis of the fast food industry. Be sure to include analysis of submarkets and the factors affecting market profitability. Sources could include,,, Using Porters Five four to analyse these situations; 1. Bargaining power of suppliers 2. Bargaining power of Customers 3. Threat of Substitute products 4. Competition among existing firms 5. Threat of potential entrants Emerging Submarkets Submarkets are emerging in niche markets, following customer trends. Submarkets for the fast food industry include; coffee shops, pizza, chicken, and grocery stores. This would also include international flavours such as Mexican, Chinese, and Greek. These submarkets present the threat of offering substitute products and increasing competition amongst existing firms. North American and European customers are moving towards more nutritious and natural fast food. This has created an emerging market, due to the greater bargaining power of the consumer , with the growing addition of natural, fresh food items such as fruit smoothies and salads by fast food restaurants. This is enabling the fast food market to grow among the highly health-conscious population of North America and Europe. (Global Fast Food Market, 2015) Size and Growth The driving force behind sales trends in the North American and the European market is the
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  • Summer '12
  • Sanderson
  • Marketing, Fast food restaurant, fast food industry

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