Fast Food and The International Market Essay by The Research Group

Fast Food and The International Market
Analyzes the prospects for exporting American style fast food to the international market. Examines the strengths, weaknesses, opportunities and threats of such an approach.
# 12397 | 1,125 words | 4 sources | 1997 | US
Published on Mar 23, 2003 in Business (Industries) , Business (International)


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From the Paper:

"Fast food is an American staple and in some respects has been an American phenomenon, though it has been spreading to other countries with American franchising and marketing. In the U.S., certain types of fast food have long held sway, with the hamburger segment being the biggest. However, by the 1990s both growth and overall sales in the hamburger segment were declining, while there was some growth in other segments. The top three hamburger chains continued to struggle against the tide, facing declining customer base, sales, and profits. The chains were faced with the need to expand their menus in response to the public's demand for lighter, healthier foods and greater variety. Healthier foods have been offered in the fast food format by a number of different chains and in a number of different forms."

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