Gaining a competitive advantage in the fast food industry

Kaur, Harmanjit and France, Adrian (2018) Gaining a competitive advantage in the fast food industry. Applied Management Conference, Hamilton, New Zealand, 23-25 October, 2018.

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Abstract or Summary

A small business provides food delivery of pizzas in a highly competitive market. The aim of this investigation is to analyse the competitors in fast food businesses and identify the competitive advantage. The external environment will be critically analysed through studying the competitive situations in the market and what strategies are used by competitors at present in the fast food industry. The second aspect relates to identifying how the organisation provides better products and services to take full advantage of relevant skills and resources in the business. This aim can be achieved by answering these questions, namely: what strategies can be used by the competitors to attract more customers in the fast food industry, and how can this takeaway offer different products and services that will help it to compete against its competitors and to achieve a strong competitive advantage? A customer survey will be implemented to identify market requirements, and interviews will be carried out with the organisation members to determine the business’ resources. The key findings are that the customers are satisfied with the services, prices, quality of the products, but the organisation needs changes to compete in a highly competitive market. On the basis of research, the recommendations for the business are to change the menu, especially by providing vegetarian pizzas, improvement in food delivery timings, using pricing strategies to attract more customers, and adding more combo deals.

Item Type:Paper presented at a conference, workshop or other event, and published in the proceedings
Keywords that describe the item:fast food industry, small business, marketing
Subjects:H Social Sciences > HF Commerce
Divisions:Schools > Centre for Business, Information Technology and Enterprise > School of Business and Adminstration
ID Code:6488
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Deposited On:14 Dec 2018 00:10
Last Modified:14 Dec 2018 00:10

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