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INTRODUCTION

McDonald’s is the largest and best known global food services retailer with more than 30,000 restaurants in 121 countries. McDonald’s first restaurant opened its door to the people of Pakistan in September 1998 in Lahore. This launch was met with extraordinary enthusiasm from the citizens of Lahore and now, there are 27 restaurants in 8 major cities of Pakistan. Savour Foods started in 1988 on Gordon College Road, Rawalpindi. On 7th August 2001, they inaugurated a new branch in the Melody Food Park, Islamabad. In 2005 a branch of savour food was also opened in Blue Area, Islamabad and in Food Street, Stadium road, Rawalpindi.

SPECIFIC ENVIRONMENT

|McDonalds |Savour Foods | |Customers: | | |McDonalds is a fast food joint so, it mainly targets the youth, which |People of all ages and classes are attracted to Savour foods but, the | |include children as well as teenagers. Mostly the people belonging to |main target of Savour Foods is the middle class. | |upper middle class and beyond go there. | | |Competitors: | | |The competitors of McDonalds include other fast food joints, such as |In Islamabad there are none who can compete with Savour Foods whereas,| |KFC, Subway, Hardees etc. |in Rawalpindi they have a few competitors, which include Bao Ji Murgh | | |Pulao and Haq Bao. | |Suppliers: | | |Asia’s largest poultry farm, which is situated in Pakistan, supplies |Savour Foods owns its poultry and dairy farms, as well as | |McDonalds its chicken and meat is supplied by the dairy farms of | | |Pakistan. The bread that they use comes from a unique sifting plant | | |which is owned by McDonalds itself. | | |Pressure groups: | | |They’re pressure groups may include: |They’re pressure groups include their competitors because of whom the | |Government: McDonalds when in introduced in Pakistan was pressurized |prices may fluctuate to increase sales. But, other than that the | |by the government to serve only halal food and also, McDonalds was |prices of Savour Foods are quite affordable. | |shut down in Islamabad for a few short months because of a case of | | |property issue. This effected their business and rates. | | |Competitors: The intense competition between the fast food joints | | |forces them to lower prices accordingly to increase sales. | |

GENERAL ENVIRONMENT

|Economic conditions:...
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