Analysis of quick service restaurant chain expansion strategy in North America
Key benefits: Ability to undertake a proactive strategy to combat new threats in the home market
A customer in the quick service restaurant sector faced entry of a new competitor in their home market and needed an in-depth analysis of the competitor’s strategy regarding the market.
Application: Strategic Planning
Geography: USA & Canada
Secondary research was utilized to unveil the competitor’s strategy, strengths and weaknesses, and the findings were supplemented with primary research focusing on market entry strategy and marketing.
Methods: Primary research, market entry strategy analysis, marketing strategy analysis, SWOT analysis
Analysis on supply-chain structures, key success factors in previous markets, pricing and marketing strategy, business model, and competitive strategy. Based on the analysis, implications were presented and recommendations given.