Competitive Analysis in the Fast Food Industry

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Eudora Bryant
BUS699
Competitive Analysis

McDonalds Corporation began in 1954 when it was decided by Ray Kroc that he would turn the already successful Californian store owned by the McDonald brothers into a chain. And in today society McDonalds is the world’s largest restaurant chain worth of $70 billion dollars. They have had such great success by using good business practices and by knowing the needs of their customers. McDonalds put great importance on long term relationships with suppliers and they make sure the customers get consistent product quality. As Porter's 5 Forces analysis deals with factors outside an industry that influence the nature of competition within it, the forces inside the industry (microenvironment) that influence the way in which firms compete, and so the industry’s likely profitability is conducted in Porter’s five forces model. A business has to understand the dynamics of its industries and markets in order to compete effectively in the marketplace. Porter (1980a) defined the forces which drive competition, contending that the competitive environment is created by the interaction of five different forces acting on a business. In addition to rivalry among existing firms and the threat of new entrants into the market, there are also the forces of supplier power, the power of the buyers, and the threat of substitute products or services. Porter suggested that the intensity of competition is determined by the relative strengths of these forces. The original competitive forces model, as proposed by Porter, identified five forces which would impact on an organization’s behaviour in a competitive market. These include the following: • The rivalry between existing sellers in the market.

• The power exerted by the customers in the market.
• The impact of the suppliers on the sellers.
• The potential threat of new sellers entering the market. Each of these five areas can be looked with relation to McDonalds and there position in...
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