Unntitle
BUS 130
PROFESSOR: MIWA MERZ
NAME: MINH BUI (008413691)
MARKETING ENVIRONMENT ANALYSIS
FAST FOOD INDUSTRY
TABLE OF CONTENT I. Summary
Part 1 II. Micro environment Description: A. Market B. Customers C. Competitors D. Distribution III. Macro environment Description: A. Demographic B. Economic C. Ecological D. Technology E. Political/Legal F. Cultural
Part 2 IV. Additional Application of Core Marketing Concepts V. Appendix VI. Reference
Summary
As an international student who is studying abroad in the US, fast food is one of my new favorite meals because it saves time and has cheap price. I am not the only one who loves fast food, American and people all over the world also huge fans of it. Fast food industry or also know as quick service restaurant (QSK) is one of the largest segments of the food industry. In the US, there are over 200,000 fast food restaurants and $120 billion in sales. In this paper, I will provide the reader a marketing environment analysis about the external forces and trends that affect this industry including micro environment and macro environment of this one of the largest industry. Besides, this paper also points out the opportunities and threats for fast food companies and helps the companies that intend to join or joined this industry to develop a strategic plan.
Part 1
Microenvironment
In 2009, in the market share, the top 20 fast food restaurant’s total sale is $117 billion. It occupies 85% of the sales of the top 50 restaurants and the sale for 12 restaurants in full analysis is $98 billion which present 71% of sales. McDonald’s is the market leader which has $30 billion in sales and %22 share of the top 50 restaurant. The next four are Subway, Burger Kings, Starbuck and Wendy’s. Each has $8 to $10 billion in sales and occupy %6 to %7 of the market. The next three are Taco Bell, Pizza Hut and KFC. Their sales are %16.7 billion totally and occupy 12% in
PROFESSOR: MIWA MERZ
NAME: MINH BUI (008413691)
MARKETING ENVIRONMENT ANALYSIS
FAST FOOD INDUSTRY
TABLE OF CONTENT I. Summary
Part 1 II. Micro environment Description: A. Market B. Customers C. Competitors D. Distribution III. Macro environment Description: A. Demographic B. Economic C. Ecological D. Technology E. Political/Legal F. Cultural
Part 2 IV. Additional Application of Core Marketing Concepts V. Appendix VI. Reference
Summary
As an international student who is studying abroad in the US, fast food is one of my new favorite meals because it saves time and has cheap price. I am not the only one who loves fast food, American and people all over the world also huge fans of it. Fast food industry or also know as quick service restaurant (QSK) is one of the largest segments of the food industry. In the US, there are over 200,000 fast food restaurants and $120 billion in sales. In this paper, I will provide the reader a marketing environment analysis about the external forces and trends that affect this industry including micro environment and macro environment of this one of the largest industry. Besides, this paper also points out the opportunities and threats for fast food companies and helps the companies that intend to join or joined this industry to develop a strategic plan.
Part 1
Microenvironment
In 2009, in the market share, the top 20 fast food restaurant’s total sale is $117 billion. It occupies 85% of the sales of the top 50 restaurants and the sale for 12 restaurants in full analysis is $98 billion which present 71% of sales. McDonald’s is the market leader which has $30 billion in sales and %22 share of the top 50 restaurant. The next four are Subway, Burger Kings, Starbuck and Wendy’s. Each has $8 to $10 billion in sales and occupy %6 to %7 of the market. The next three are Taco Bell, Pizza Hut and KFC. Their sales are %16.7 billion totally and occupy 12% in
References: [1] http://www.fastfoodmarketing.org/media/FastFoodFACTS_Report_Results.pdf [2] http://www.wikinvest.com/industry/Fast_Food_Restaurants_%28QSR%29 [3] http://www.franchisehelp.com/industry-reports/fast-food-industry-report [4] http://www.navhindtimes.in/business/fast-food-industry-experiences-rapid-growth [5] http://www.mcdonalds.com.au/ [6]Bateson, J. E. G., Hoffman, K. D., Managing Services Marketing, (4th edn.), The Dryden Press, London. [7] Walker, I., (2000), Marketing Theory and Practice [8] Gary Amstrong and Philop Kotler (11th edition), Marketing: An Introduction