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Source: Wikinvest

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Local Fast Food Shops

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CEO Jim Skinner

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Global Chief Marketing Officer – Mary Dillon

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Access to new markets

1

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Additional income streams

2

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Access to cheaper labour

1

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Access to operational efficiency

3

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Competition

1

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Anti-globalisationists

2

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Source: IMF 2009

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Source: IMF 2009

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Some of many job cuts announced in Jan. 2009

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Source: Economist

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Source: Economist

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Source: Bonini, McKillop, & Mendonca 2007

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... how much is your carbon footprint?

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Datamonitor 2008

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Source: Wikinvest

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competitive forces

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Datamonitor 2008

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Local Fast Food Shops

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Pubs

Direct Competitors

M&S

Starbucks

Hotels

Indirect Competitors

Third layer competitors

TESCO

Cafe Nero

Local Fast Food Shops

Home made meals

Workplace canteens

SubwayConvenience

Shops

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valued pricing

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Rank Company Headquarter No. Countries Outlets % Franchise

1 McDonald’s USA 118 31,000 75

2Yum!(KFC, Pizza Hut,

etc)USA 110 36,000 80

3 Burger King USA 74 11,141 90

4 Wendy’s | Arby’s USA 19 8,000 ?

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Strengths Opportunities

Weaknesses Threats

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7ps

7ps 7ps

7ps

7ps7ps

7ps 7ps

7ps7ps

7ps

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Marketing Mix

Product

Price

Place

PromotionPeople

Physical Layout

Process

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Source: Wikinvest

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Key Markets

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Source: Economist

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Source: Economist

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Local Fast Food Shops

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Strengths Opportunities

Weaknesses Threats

Minimise

Convert

Minimise

Match

Convert

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Market Penetration

Market Extension

Product Development Diversification

New MarketExisting Market

Existing Product

New Product

Ansoff (Growth) Matrix

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Marketing Mix

Product

Price

Place

PromotionPeople

Physical Layout

Process

4Ps 7Ps

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Expand menu to include

wide variety of healthy options

1

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Continue to

differentiate the brand.

2

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Defend Key markets in

Europe, Asia-pacific and USA

3

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Simplify operations for

improved serv ices .

5

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Continue to offer

competitive pricing

4

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Better staff training for

improved serv ices .

6

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Seek to remove

“McJob” from dictionaries.

7

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