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1、StrategicManagementReportfastfoodindustry,战略管理论文StrategicManagementReportfastfoodindustryFacultyofBusiness1ASSESSMENTTASKCOVERSHEET1QUESTION1:3QUESTION2:4QUESTION3:5QUESTION4:7APPENDIX1:11APPENDIX2:13APPENDIX3:18Question1:Thompson(2005,p.48)statedthat'Analyzingacompany
2、'sindustryandcompetitiveenvironmentbeginswithidentifyingtheindustry'sdominantfeatures'healsoprovidedatabletoidentifytheprofileoftheindustry(2005,p,49),withwhichthisreportconductedanindepthanalysisofthefastfoodindustryintheAppendixAandsummarizedthekeyeconomicandbusiness
3、characteristicsofthefastfoodindustryasbelow:1.Marketsizeandgrowthrate'In2003thetop30sandwichchainshadUSsystemwidesalesofapproximately$64billion.'(MARINO,2005,p.5)Althoughthecasedidnotclearlyindicatethesandwichsegmentisthefastfoodindustry,Themajorplayersinsandwichsegmen
4、tlistedbythecaseareallwellknownmajorplayersinfastfoodindustry,sothisreportpresumedthatthesandwichsegmentrepresentsthefastfoodindustry.Ascaseindicated'thegrowthrateforthisindustryinUSmarketwasexpectedtobeonlyaround2%annuallyfortheforeseeablefuture.'(MARINO,2005,p.5),whi
5、lethegrowthrateininternationalmarketcouldbehigherthan2%,because'AccordingtoEuromonitor,theglobalfood-serviceindustrywasexpectedtogrowbymorethan$200billionbetween2002and2006.'(MARINO,2005,p.7).Fromthecharacteristicsdescribedabove,thebusinesscycleoffastfoodindustry:InUSm
6、arketsItwas'passedthroughtherapidgrowthstageandislookingatonlysingle-digitpercentageincreasesinbuyerdemandislikelytobeexperiencingacompetitiveshake-outstage'(Thompson,2005,p.48)andaddingthefactthat'TheUSfast-foodmarketwasrapidlybecomingsaturated'(MARINO,2005,p.9),Sothe
7、businesslifecycleoffastfoodindustryinUSmarketwaslikelyinbetweenshakeoutandmaturitystage.IninternationalmarketsWhileinothercountries,likeChina,Thebusinesslifecycleoffastfoodindustrywasingrowthstage,probablybecauseofthisimbalance,the2ndkeydominanteconomicfeaturecomingup!
8、2.ScopeofcompetitiverivalryThecasementionedgrowthinothercountrieswasexpectedtobeoneoftheonlysourcesofgrowthformanytop
