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Literature review example - An Analysis of Marketing Procedures Being Used By Leading Fast Food Franchises

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An Analysis of Marketing Procedures Being Used By Leading Fast Food Franchises Literature review example
Masters
Literature review
Marketing
Pages 7 (1757 words)
The global fast-food industry can be considered as one of the fastest growing segments. The discussion assesses the potential marketing strategies which could be beneficial for the struggling franchises in order to successfully compete with the leading fast-food organisations…

Extract of sample

This essay approves that according to the present day context, the leading fast-food organisations tend to follow the emerging trend of global fast-food markets through executing various complex marketing strategies. The rapid expansion of the business units into different business locations is also a widely used marketing strategy for the global fast-food marketers. With this concern, the globally reputed fast-food chains have been focusing on increasing their business units through franchisees, in particular into different markets which has certainly enabled these brands to achieve larger market share as well as gain competitive advantages in the growing fast-food industry
This report makes a conclusion that the demand for fast-food companies has substantially increased in the market segments worldwide where not only children but young people also are observed to decipher their incessantly increasing preferences for fast-food products. It is in this context that the increased demand for fast-food products has intensified the market competition among fast-food companies. In this perspective, fast-food companies are required to adopt enhanced marketing strategies with the objective of improving their performances substantially as well as to acquire a better competitive market position and thus obtain the benefits of sustainable growth. These marketing strategies shall also enable the struggling fast-food franchises in building better brand image within the targeted market segments and therefore obtain competitive benefits over its other existing rivals ...
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