Oxford Brookes University
Research and Analysis Report
The identification of the effects of globalisation on the Fast-food Industry
By: Meekaal Ali
3 2. Information Gathering
3. Identification and analysis of information 7 4. Conclusion 16
Appendix A- References and Bibliography 18 Appendix B- Fast-food Industry operating results 20 Appendix C- System wide Restaurants of McDonalds and TRICON Global 21 Appendix D- IT budget division of the Food and Beverage Industry 22
1 Topic chosen and its context
This report will identify the impact of globalisation on the fast food industry. I will be looking at the factors that influence the industry as a whole and make special reference to Pakistan while exploring the Asian/Pacific economies. The aspect of globalisation will be mainly financial and economic though all factors will be taken into account while explaining the fast food phenomenon. I will identify the variables that have caused the expansion of fast food into becoming a multi billion-dollar industry over the last two decades and describe the implication of present and future technological developments. The term Globalisation is normally used to describe the state of multi lateral economic relations in the world today. Globalisation can be defined as the ‘increasing internationalisation of the production, distribution and marketing of goods and services’ (Harris 1993). The increasing availability of capital through international markets has fuelled the process of foreign direct investment; this coupled with advances in computing and communications technology has resulted in multinational enterprises such as McDonalds and TRICON Global. These two companies will represent the industry trends in this report. I will analyse my findings within the context of Porter’s Five Force Model and the PEST analysis.
1. Reasons to chose topic
The world today is moving toward a society where national borders are becoming increasingly irrelevant as capital markets integrate. As an accountant, I wanted to research the reasons behind this phenomenon. In the future accounting standards and reporting frameworks will have to be devised keeping the geographical diversity of operations in mind. To be prepared for this inevitable and rapidly approaching economic environment I wanted to understand the underlying causes and gain an appreciation of the factors that fuel the pace, scale and scope of globalisation. No where can the effect of this ongoing trend be felt more clearly than within the fast food industry. Even in an emerging economy like Pakistan that has yet to catch up with the full scale global integration of capital markets, companies like McDonald’s, Pizza Hut and KFC have shown their presence, paving the way for others to follow. With the emergence of these multinational concerns in South Asian economies, national industries have had to rethink their strategies and improve their operating environment. Laws regarding safety, health and environmental standards that are either nonexistent or in infantile stages, have to now be formed and implemented if the domestic industry wants to compete with the Multi-National Corporations (MNCs). Another reason for having chosen this topic is that no research has so far been carried out regarding globalisation and its effects on the industry at any private or...
References: Annual Report TRICON Global (2000) Available from:
http://www.triconglobal.com [August 16th 2001]
BPP (2000) ‘Management and Strategy’. Eighth edition, United Kingdom, BPP publishing Limited.
Euro Monitor (2000) ‘Report Asia/Pacific’, Euro monitor plc. Available from:
http://www.just-food.com [August 5, 2000]
Fast food facts (2001) Available from:
http://www.fastfoodlink.co.uk [August 15th 2001]
Gohn, C. (2001) ‘Blending of Technology’, Available from:
http://www.foodshow.com/%28VISITOR%29/news/technology.htm [August 15th 2001]
Harris, R. G. (1993) ‘Globalisation, Trade and Income’, Canadian Journal of Economics (November).
Hoover (2001) Available from:
http://www.hoovers.com/industry/description/02205613000.html [August 15th 2001]
John Wiley & Sons Inc (1996) ‘Ray Kroc, McDonald’s, And the Fast Food Industry’. Available from:
http://www.wiley.com/products/subject/business/forbes/kroc.html [September 1st 2001]
Joseph S. Nye, Jr. John D. Donahue (2000) Governance in a Globalizing World, Bookings Press.
Purcell, S. (2001) ‘The power of branding’, Student Accountant (January)
The Economist (2001) ‘The case for Brands’, September 8th, p9
TRICON Global (2001) Investor Fact Sheet. Available from:
http://www.triconglobal.com [August 16th 2001]
TRICON Global (2000) Press Release. Available from:
http://www.triconglobal.com/news/2000.htm [August 20th 2001]
McDonald’s Reports Global Results (2001). Available from:
http://www.mcdonalds.com/corporate/investor/financialinfo/financials/index.htm [August 10th 2001]
Muchhala, M. (2000) ‘Effective Report Writing’, Students Newsletter (August)
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