S/M/116. The Chinese Fast Food Industry

This paper addresses the opportunities and threats faced by fast food franchises, with a review of the flourishing Chinese economy. The report portrays the current environmental issues affecting business decision making through the use of marketing tools including: 'PESTLE', PORTER'S FIVE FORCES, 'SWOT' and COMPETITIVE analysis. The report focuses on 'McDonald's Corporation' in Comparison with rival 'YUM! Brands,' containing key up to date information concerning the Market leaders, Market share/ size and Market sales Forecasts. Areas discussed include changing Chinese lifestyles, rapid industrialisation, globalisation, overcoming cultural barriers within provinces, complex supply networks and the foreseen health problems of the future.