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Threats
Intense Competition
The Chicken Rice Shop is facing intense competition from large, multinational fast food restaurants such as KFC, Kenny Rogers Roasters, Pizza Hut, McDonald’s etc. Many new and existing fast food restaurants are overcrowded in the country but still growing and opening rapidly.
Spread of Diseases
Diseases such as bird flu and mad cow disease happening time to time and it will affect the fast food production around the world. Consumer will decide not to eat food related to the diseases, and it will cause a major loss for fast food restaurant like The Chicken Rice Shop.
Local Fast Food Restaurant Chains
Local fast food restaurants are more efficient in localization approach. It is because they know what the local customer’s taste and preferences and come out with menu and food that suits and represent the local taste.
Trend toward healthy eating
More and more people emphasizes on healthy eating. The accelerating the trend toward healthy eating has changes the eating habit of people. People who emphasizes on healthy eating will not pick fast food as their choices of meals. It is because fast foods contain a lot of fats, calories, trans fat, etc which are not benefit to our health.

Opportunities
Increasing demand for healthier food
Due to obesity has become worldwide healthy threats and demand for healthy food and beverages has increased drastically. The Chicken Rice Shop has an opportunity to further expand its product range with beverages that have low amount of salt, low fat and more nutrition subs.
Introduce local food to fit local market
Due to different market has different eating habit. In order to fit into the market, TCRS has to define what food and eating habit that the local customer like or do not like and introduce new local food without losing the TCRS originality that would represent the local taste.
Introducing new products other than chicken
TCRS could come out with new menu such as offer