E/B/111. Analysis of UK fast food industry

Due to the globalization and the speed of change, this had contributed to competitive markets which are tough for new market entries. Many restaurants do not survive for long in this challenging industry. UK consumers today tends to shift the preferences from satisfaction based on cheap food and speedy service to more emphasis on ingredients, taste and healthier food. These have made the market tougher for a lot of new entries that without any brand recognition and yet have to face the marketing competition of fast food major players. This assignment will be conducted to look at the fast food industry of UK (utilising PEST analysis, Product & Place through Ansoff’s Matrix). As well as evaluating the future implication of the industries, potential obstacles and the way to overcome by taking example on some of the major industry players.