Written in 2006; 2,600 words; 6 sources; MLA; $ 78.95
Paper Summary:
This paper examines the current and future market situation for the leading fast food restaurants in America. The paper begins with a thorough assessment of the financial and marketing considerations for the industry. Next the paper examines how traditional growth engines, such as R&D and technology investment can be utilized to help grow the fast food business. The paper concludes with recommendations for the future, and then offers an appendix on statistical trends in food consumption -- particularly as it relates to fast food.
Outline:
Financial Analysis
Stock/Investment Outlook
Potential/Prospective for Growth
Competitive Structure
Role of Research and Development
Technological Investment and Analysis
Recommendation for the Future
New Trends In Food Preparation and Eating
From the Paper:
"In today's market the state of the fast food industry can be summed up in two words: "fiercely competitive." McDonald's and Burger King, two fast food giants, dominate the industry but many smaller companies such as Checkers, Subway, and Taco Bell are starting to make a large dent in fast food sales. The number of fast food restaurants increased by 5% in 1995 adding more competition to an already staggering number of restaurants. Fast food continues to be very popular helping to ease the competition for customers. Americans are working longer hours leaving less time to cook at home. With less time on their hands consumers are turning towards fast food. Of the total number of people dining out 66% go to a fast food restaurant. Americans spent 93 billion dollars on fast food in 1995 accounting for 49% of total eat out food expenditures. Value pricing and larger portions are popular trends to meet consumer demand for cheap, plentiful food. Companies stay competitive by attracting customers through advertising and movie sponsorship. Marketing expenditures are gigantic in the fast food industry with many companies spending up to 25% of total expenses on advertising. Aggressive global expansion has increased fast food sales and promises to provide strong future growth. Large, untapped marketplaces exist for fast food in both industrialized and developing nations."
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