<th id="njfjl"></th>
<span id="njfjl"><noframes id="njfjl">
<th id="njfjl"></th>
<span id="njfjl"><video id="njfjl"></video></span>
<strike id="njfjl"></strike>
<th id="njfjl"></th><th id="njfjl"></th>
<strike id="njfjl"><noframes id="njfjl"><strike id="njfjl"></strike>
<span id="njfjl"><noframes id="njfjl">
指導
網站地圖
英國essay 澳洲essay 美國essay 加拿大essay MBA Essay Essay格式范文
返回首頁

英國essay格式范文:The UK Fast Food Market

論文價格: 免費 時間:2022-11-04 14:04:19 來源:www.europeanvox.com 作者:留學作業網

英國essay格式范文-英國快餐市場。本文是一篇英國留學生essay寫作范文,主要內容是介紹英國是世界上快餐消費量最高的國家。這個國家以擁有不同的文化而聞名,不同的文化品味對快餐業在國家層面的全球成功產生了巨大影響。              

“2008年英國快餐市場增長5.2%,達到22億美元”              

快餐行業的主要參與者:             

 三明治:Greggs、Subway和Thurstens              

漢堡包:麥當勞和漢堡王              

雞肉:肯德基              

披薩:必勝客多米諾披薩              

魚和薯片              

印度和中國外賣              

應用PESTEL可以正確分析快餐業的外部環境。它是一種有助于分析一個行業的政治、經濟、社會和技術環境的工具。下面就一起來看一下這篇英國留學生essay范文。

快餐

UK is the country which has the highest fast-food consumption in the world. The country is known for having different cultures and a different cultural taste has a large impact on the global success of the fast food industry at national level. 

“The UK fast food market grew by 5.2% to reach a value of $2.2 billion in 2008” (Datamonitor August 2009) 

The main players in the fast food industry: 

Sandwiches: Greggs, Subway and Thurstens

Burgers: McDonalds and Burger King

Chicken: KFC

Pizza: Pizza Hut Domino’s Pizza

Fish and Chips

Indian and Chinese Takeaway

The external environment of the fast food industry can be properly analysed by applying PESTEL. It is a tool which helps in analysing the Political, Economic, Social and Technological environment of an industry. 

“PESTEL analysis is a useful strategic tool for understanding market growth or decline, business position, potential and direction for operations.” (Kotler 1998) 

“PESTEL分析是一種有用的戰略工具,用于了解市場增長或衰退、業務地位、潛力和運營方向?!?/p>

PESTEL Analysis of the UK fast food industry:PESTEL英國快餐業分析:

(P)olitical:政治

The labelling of GM (Genetically Modified) food became important since April 2004 as new rules relating to GM labelling came into force. The motive behind GM labelling is to inform the customers if any ingredients in the food are genetically modified as it is the customers right to take a decision whether or not to buy such a product. The UK government is bringing strict regulations for the food sellers to inform the customers if the food items contain genetically modified ingredients.

自2004年4月起,隨著有關轉基因食品標簽的新規定生效,轉基因食品的標簽變得很重要。轉基因標簽背后的動機是告知消費者食品中的任何成分是否經過轉基因,因為消費者有權決定是否購買此類產品。英國政府對食品銷售商制定了嚴格的規定,告知顧客食品中是否含有轉基因成分。

The political surrounding can be strongly affected marketers decisions. There has been increased regulation of business in recent times. The fast-food market was highly affected by the introduction of (GST) Goods & Service Tax which resulted in the changes of prices in fast food outlets while the prices of other food items remained unchanged. Therefore, the fast food industry gives more emphasis on service rather than product stating that the customer will not get such type of service in their homes to differentiate them.

政治環境可能會強烈影響營銷人員的決策。近年來,對商業的監管有所加強??觳褪袌鍪艿剑℅ST)商品和服務稅的引入的極大影響,這導致快餐店的價格發生變化,而其他食品的價格保持不變。因此,快餐業更強調服務而不是產品,并表示顧客不會在家中獲得此類服務來區分他們。

(E)conomic 經濟

The cost for setting-up a fast food joint or an outlet is very low. Therefore it becomes comparatively easy to enter the market.

Franchising is an added beneficial factor and helps in setting up a good brand image.

The market is growing as ever and a growing market is very important for the fast food industry.

At the time of recession, the fast food restaurants do better business than other expensive restaurants as the price factor becomes important at such times. People tend to cut-down their expenses as their disposable income is less.

建立快餐店或快餐店的成本很低。因此,進入市場變得相對容易。              

特許經營是一個附加的有利因素,有助于樹立良好的品牌形象。              

市場一如既往地增長,不斷增長的市場對快餐業來說非常重要。              

在經濟衰退時期,快餐店的生意比其他昂貴的餐館好,因為在這種時候價格因素變得很重要。人們傾向于減少開支,因為他們的可支配收入更少。        

(S)ocial 社會

The fast food industry in the UK pays a close attention to the requirements of the UK society.

The people in UK have busy lifestyles and the fact that fast food restaurants are known for a quick and convenient service, they have become a part of the fast paced UK lifestyle.

The people are a becoming more health conscious and have started adopting healthy eating as obesity is a known problem in UK. The fast food restaurants are known for serving foods which are high on calories.

英國快餐業密切關注英國社會的要求。              

英國人的生活方式繁忙,快餐店以快捷方便的服務而聞名,他們已經成為快節奏英國生活方式的一部分。              

人們越來越注重健康,并開始采用健康飲食,因為肥胖在英國是一個眾所周知的問題??觳偷暌蕴峁└邿崃渴澄锒劽?。  

(T)echnological 技術

The fast food industry is a growing industry and technology has played an important role for the ongoing success. They have to keep up with the fast pace of changing technology to keep themselves in competition. A recent example to this is McDonalds installing Electronic Funds Transfer at Point of Sale (EFTPOS) which is accepting debit or credit cards from customers at the time of their purchase.

Online marketing for kids such as games, promotions of new products and offers on the website.

Computerised order-taking and billing systems (till system).

The recent improvements in technology especially in the fast food industry have been due to increased regulation. The increased regulation on health has resulted in the standards of safety to be stricter. This means that the customers have no doubt about the quality and service and they know that it is of the finest possible standard and so they can enjoy the product.

快餐業是一個不斷發展的行業,技術對其持續的成功起到了重要作用。他們必須跟上不斷變化的技術的快速步伐,以保持競爭力。最近的一個例子是麥當勞在銷售點安裝了電子資金轉賬(EFTPOS),在顧客購買時接受他們的借記卡或信用卡。              

針對兒童的在線營銷,如游戲、新產品促銷和網站上的優惠。              

計算機化訂單接收和計費系統(直到系統)。              

最近技術的進步,特別是快餐業的進步,是由于監管的加強。對健康的監管增加導致安全標準更加嚴格。這意味著客戶對質量和服務毫無疑問,他們知道這是最好的標準,因此他們可以享受產品。

(E)nvironmental 環境

Fast food outlets like KFC, McDonalds and Burger King are majorly known for the production and consumption of food derived from animals. Proper measures have to be taken to consider animal rights campaigns as there have been many campaigns relating to mistreatment of animals in slaughter houses.

Prices of resources like oil and coal are on a rise and therefore the prices of fast food products are likely to increase as the cost of transportation increases.

An environmentally friendly company has a good image in the minds of consumers. The packaging in McDonalds was changed to paper in 1991 from polystyrene boxes as the consumers demanded for a more environmentally friendly packaging. This has a good effect on the minds of the consumers that the food they are eating does not affect the environment.

肯德基、麥當勞和漢堡王等快餐店以生產和消費動物食品而聞名。必須采取適當措施來考慮動物權利運動,因為有許多運動與屠宰場虐待動物有關。              

石油和煤炭等資源的價格正在上漲,因此快餐產品的價格可能會隨著運輸成本的增加而上漲。              

一家環保公司在消費者心中有著良好的形象。1991年,由于消費者要求更環保的包裝,麥當勞的包裝從聚苯乙烯盒改為紙包裝。這對消費者產生了良好的影響,即他們所吃的食物不會影響環境。

(L)egal 法律

The fast food industry has to adopt proper Health and Safety guidelines as they are associated with food. Such political factors are of great importance to the fast food industry as it can affect the industry to a great extent.

Food standard agency is an agency which is responsible for the health of public in relation to food in the UK. It is important for the fast food industry to follow the regulations imposed by the FSA (Food Standard Agency) in the interest of public health.

快餐業必須采用適當的健康和安全指南,因為它們與食品相關。這些政治因素對快餐業非常重要,因為它可以在很大程度上影響該行業。              

食品標準局是負責英國食品相關公眾健康的機構。為了公眾健康,快餐行業必須遵守FSA(食品標準局)的規定。   

Porter’s Five forces model is designed to analyse the structure of the industry. 波特的五力模型旨在分析行業結構。

Porter’s 5 Forces Analysis of UK Fast Food Market 波特對英國快餐市場的五種力量分析

Buyer Power 購買者能力

The fact that not everyone enjoys fast food has resulted in the weakening of buyer power in fast food industry but it is highly popular with maximum UK consumers. Brakes and 3663 are the leading suppliers/distributers in the UK which has concentrated the food service supply market. The fast food companies offer different range of foods and keep them differentiated from others. Major companies invest heavily in brand building with the help of advertising and keeping a unique and uniform visual style of their restaurants. Hence, buyer power is weakened and consumer loyalty is strengthened. Consumer loyalty is increased by some companies by rewards programs, competition and giving free gifts for example McDonalds offer a free toy in Happy Meals. The buyer power is however strengthened to an extent by insignificant costs of switching and a quantity of price sensitivity. Therefore buyer power is not high or low, it is moderate. (Datamonitor August 2009) 

并非每個人都喜歡快餐,這一事實導致了快餐行業的買家力量減弱,但它在英國消費者中非常受歡迎。Brakes和3663是英國主要的供應商/分銷商,集中了食品服務供應市場??觳凸咎峁┎煌N類的食品,并保持它們與其他食品的區別。大公司在廣告的幫助下大力投資于品牌建設,并保持其餐廳獨特而統一的視覺風格。因此,買方力量減弱,消費者忠誠度增強。一些公司通過獎勵計劃、競爭和贈送免費禮物來提高消費者忠誠度,例如麥當勞在快樂餐中提供免費玩具。然而,買方的力量在一定程度上由于轉換成本的微不足道和價格的敏感性而得到加強。因此,買方力量不高也不低,它是適度的。

Supplier Power 供應商能力

One important input in the fast food market is food. UK has a concentrated food supply market with Brakes and 3663 as the leading suppliers or distributors. The suppliers have decreased their dependence on the fast food companies as they have other kinds of profit foodservice and cost foodservice customers. It is important for the fast food companies to maintain their suppliers who offer marketable quality food which is at a low cost. Therefore, the supplier power is increased in the UK market. Labour plays an important part in the fast food business and the laws in UK like the minimum wage law strengthens the employees who are considered as the suppliers of labour. This indicates that the supplier power is high and strong. (Datamonitor August 2009) 

快餐市場的一個重要投入是食品。英國有一個集中的食品供應市場,Brakes和3663是主要的供應商或分銷商。供應商減少了對快餐公司的依賴,因為他們有其他類型的利潤食品服務和成本食品服務客戶。對于快餐公司來說,保持其供應商以低成本提供適銷對路的優質食品是很重要的。因此,英國市場的供應商力量有所增加。勞工在快餐業中扮演著重要的角色,英國的法律(如最低工資法)加強了被視為勞動力供應商的員工。這表明供應商的實力很強。

Threat of new entrants 新進入者的威脅

The rules and regulations in the UK have certain barriers to entry. There may be some limitations implied by the local authority on the number of restaurants of a particular type, but this type of barrier is limited to an extent. It is difficult for a new entrant in the industry to gain profits and do well in the initial stage as there is low consumer loyalty and some barriers to gain entry in the fast food industry. There may be problems on getting into prime locations and places which are busy like high streets. Some fast food chains get into a location by buying or signing leases just to prevent a rival getting into that location. The cost of setting up a new chain is relatively low and recent years have seen many new entrants in the market. The ease of entering a market and expanding has been demonstrated by chains like Subway. Thus this can prove to be a serious threat which is more serious to smaller chains that have the benefit of wide market support. Therefore, the likelihood of new entrants is high. 

英國的規章制度對入境有一定的障礙。地方當局對特定類型餐廳的數量可能有一些限制,但這類障礙在一定程度上是有限的。由于消費者忠誠度低,進入快餐行業存在一些障礙,因此,該行業的新進入者很難在初期獲得利潤并取得良好成績。進入黃金地段和繁華的地方,比如商業街,可能會遇到問題。一些快餐連鎖店通過購買或簽訂租約進入某一地點,只是為了防止競爭對手進入該地點。建立新連鎖的成本相對較低,近年來市場上出現了許多新進入者。像賽百味這樣的連鎖店已經證明了進入市場和擴張的便利性。因此,這可能會被證明是一個嚴重的威脅,對那些受益于廣泛市場支持的小型連鎖店來說更為嚴重。因此,新進入者的可能性很高。        

Threat of substitutes 替代產品或服務的威脅

The fast food substitutes include other forms of food service and retails like ready-to-eat meals, frozen foods etc for home cooking. As fast food is cheaper than any other form of food service, substitutes do not challenge the price of fast food and the main purpose of fast food does not comply with substitutes as the convenience factor in fast food goes missing. Fast food has faced many forms of criticism of being unhealthy while retail food promises to consumers of being healthy. Substitutes also offer a wide range of products. Therefore substitutes pose a moderate threat to the fast food industry. (Datamonitor August 2009) 

快餐替代品包括其他形式的食品服務和零售,如即食食品、冷凍食品等。由于快餐比任何其他形式的食品服務都便宜,替代品不會挑戰快餐的價格,快餐的主要目的也不符合替代品,因為快餐中的便利因素消失了??觳兔媾R著許多不健康的批評,而零售食品則向消費者承諾健康。替代品還提供廣泛的產品。因此,替代品對快餐業構成了適度的威脅。

Rivalry of existing customers 現有客戶的競爭對手

There is a huge competition in the fast food industry in which McDonalds in the leading fast food which serves more than 2.5 million customers on a daily basis company in the industry (McDonalds 2008). Other competitors in the market include Burger King, KFC and Subway. There are other small independent fish and chip outlets, burger shops and kebab corners which include in the competition. 

The dominant firms control a larger share of the fast food industry and they are able to hold this share due to the high amount of marketing done by them. Ready-prepared sandwich market is the most popular fast food which accounts of 1/3rd of the food market. It is followed by the burger which is dominated by McDonalds and Burger King. The fish and chip sector comes next which is made of independent shops and has a market share which is half to that of the burger. The location of the fast food restaurant acts as an important key in the rivalry of the food industry. Therefore, threat of existing customers is high in the fast food industry. (Datamonitor August 2009) 

快餐行業存在著巨大的競爭,麥當勞是該行業每日服務超過250萬顧客的領先快餐公司。市場上的其他競爭對手包括漢堡王、肯德基和賽百味。還有其他小型獨立的炸魚薯條店、漢堡店和烤串角也參加了比賽。              

占主導地位的公司控制著快餐行業的更大份額,由于他們所做的大量營銷,他們能夠持有這一份額。預制三明治市場是最受歡迎的快餐,占食品市場的1/3。其次是以麥當勞和漢堡王為主的漢堡。其次是魚和薯條行業,該行業由獨立商店組成,市場份額是漢堡的一半??觳偷甑奈恢檬鞘称沸袠I競爭的重要關鍵。因此,快餐行業現有客戶的威脅很高。              

Swot analysis is a tool for auditing and analysing the environment of a company. It stands for strengths, weakness, opportunity and threats. 

Swot分析是一種用于審計和分析公司環境的工具。它代表優勢、劣勢、機遇和威脅。

SWOT analysis of McDonalds 麥當勞的SWOT分析

(S)trengths 優勢

McDonalds is been in business since 1955 and has built up huge brand equity. “It is the number one fast food company in UK in terms of food service sales with 12% share of the total sector in 2008.” (Euromonitor International 2008). It has 31000 restaurants across the world which serves fries and burgers in nearly 120 countries.

麥當勞自1955年開始營業,并積累了巨大的品牌資產?!熬褪称贩珍N售額而言,它是英國排名第一的快餐公司,2008年占整個行業的12%?!?。它在全球有31000家餐廳,在近120個國家提供薯條和漢堡。        

It retains its customers through continuous innovation and product development. It also provides a clean environment for customers.

Due to its wide reach across the world, it gives McDonalds to handle economic fluctuations which can arise in a country. It can operate effectively even at times of recessions as there a social need among the people to get comparatively cheap and good quality food.

Their global restaurants are adapted to meet the requirements of different cultures. For example, lamb burgers are served in India and they have separate entrances for families and single women in the Middle East.

它通過不斷創新和產品開發留住客戶。它還為客戶提供了一個干凈的環境。              

由于其在世界各地的廣泛影響力,麥當勞能夠應對一個國家可能出現的經濟波動。即使在經濟衰退時期,它也能有效運作,因為人們需要獲得相對便宜和優質的食品。              

他們的全球餐廳適應了不同文化的要求。例如,印度有羊肉漢堡,在中東,羊肉漢堡有單獨的入口供家庭和單身女性食用。

Large scale investment has carried to support the franchise network of McDonalds. Approximately 85% of restaurants worldwide are owned and operated by franchisees. In 1997, it was named Entrepreneur’s number one franchise.

Food safety is taken very seriously in McDonalds and there are around 2000 checks performed on every stage of food preparation

It has a loyal staff and a strong management team. It provides professional training for its employees. More than 250,000 employees graduate from the Hamburger university which is a McDonalds training facility.

大規模投資支持了麥當勞的特許經營網絡。全球約85%的餐廳由特許經營商擁有和經營。1997年,它被評為企業家的頭號特許經營權。              

麥當勞非常重視食品安全,在食品準備的每個階段都要進行大約2000次檢查             

 它擁有忠誠的員工和強大的管理團隊。它為員工提供專業培訓。超過250000名員工畢業于漢堡大學,這是麥當勞的培訓機構。

(W)eaknesses 劣勢

McDonalds could not compete with the fast food pizza chain as it failed to test market pizza as a substantial product.

More money spent on training due to employee turnover.

The customers are becoming more health conscious which has been reflected in the sales in McDonalds to an extent as burgers and fries are known to be high on calories.

麥當勞無法與快餐比薩連鎖店競爭,因為它未能將比薩作為一種實質性產品進行市場測試。              

由于員工流動,培訓費用增加。              

顧客越來越注重健康,這在一定程度上反映在麥當勞的銷售中,因為漢堡和薯條的熱量很高。

(O)pportunities 機會

In this health conscious society, a need for low calorie food has arisen. Introduction of low calorie foods like low calorie burger and fries cooked in low calorie oil can be a great opportunity.

Some McDonald’s outlets have a playground for kids which are an attraction for kids. More outlets should have such playgrounds to attract families with kids.

在這個注重健康的社會,人們對低熱量食物的需求與日俱增。引入低熱量食品,如低熱量漢堡和用低熱量油烹制的薯條,可能是一個很好的機會。              

一些麥當勞門店有一個兒童游樂場,這對兒童來說是一種吸引力。更多的商店應該有這樣的游樂場來吸引有孩子的家庭。

A dining-out market is a recent hit among the young generation and the middle age group. This can be seen as an opportunity for McDonalds in attracting more young and middle aged group by having restaurants which have a dine-out section.

With the upcoming Olympics in 2012 and the FIFA World Cup in South Africa is a great opportunity and is predicted to have a positive impact on McDonalds as it is a principle sponsor of both football and Olympics.

Enter the coffee selling market and compete with coffee shops like Costa and Starbucks by opening McCafe which is especially dedicated in selling coffee and having Wi-Fi internet to attract coffee shop goers. Also, get into the sandwich making segment which McDonalds is left out of.

Provide optional food for people with allergies like nut free and gluten free.

Expanding more into the emerging markets of India and China.

外出就餐市場最近在年輕一代和中年群體中大受歡迎。這可以被視為麥當勞的一個機會,通過開設有外用餐區的餐廳來吸引更多的年輕人和中年人。              

2012年奧運會和南非國際足聯世界杯即將到來,這是一個絕佳的機會,預計將對麥當勞產生積極影響,因為麥當勞是足球和奧運會的主要贊助商。             

 進入咖啡銷售市場,與Costa和Starbucks等咖啡店競爭,開設專門銷售咖啡的McCafe,并擁有Wi-Fi網絡以吸引咖啡店顧客。此外,進入麥當勞被排除在外的三明治制作環節。              

為無堅果和無麩質等過敏人群提供可選食物。              

進一步向印度和中國的新興市場擴張。

(T)hreats 威脅

Consumers adopting healthier lifestyles and nutrition can prove as a threat as McDonalds is known for serving food which is high on calories.

McDonalds has been criticized by parents for spoiling their children as young as one year olds by their marketing tactics which include happy meals with toys and popular movie tie-ups.

Threats from local competitors like Burger King, KFC, Subway and other individual burger outlets.

Recession may reduce the sales in McDonalds to an extent as the spending among people is reduced due to less disposable income.

Threats from contamination of the food like e-coli which was recent in the UK.

采用更健康的生活方式和營養的消費者可能會受到威脅,因為麥當勞以提供高熱量食物而聞名。              

麥當勞因其營銷策略(包括用玩具和流行電影搭檔的歡樂餐)寵壞了一歲大的孩子而受到家長的批評。              

來自漢堡王、肯德基、賽百味和其他個別漢堡店等本地競爭對手的威脅。              

經濟衰退可能會在一定程度上減少麥當勞的銷售額,因為可支配收入減少了人們的消費。              

食品污染的威脅,如最近在英國出現的電子可樂。

本站提供各國各專業essay寫作指導服務,如有需要可咨詢本平臺。


此論文免費


如果您有論文代寫需求,可以通過下面的方式聯系我們
點擊聯系客服
推薦內容
  • 英國市場營銷學essay-T...

    市場營銷是英國留學生熱門專業之一,而對于市場營銷學英文作業的寫作讓很多學生頭疼不已,本文將針對市場包容性問題作出探討研究。...

  • 指導英國essay-中英教育...

    核心提示:指導英國essay-中英教育制度比較與相關意義 The Comparison and Implication of Education Systems......

  • 指導英國essay論文—同性...

    本文是一篇指導英國essay論文。隨著全球化的發展,不同國家和不同人民之間的經濟交流和文化交流越來越盛行。在這種情況下,東西方的文化差異正在縮小。然而,東西方之......

  • Essay指導指導范文

    Essay指導范文 Essay指導指導范文 essay格式是什么樣的?...

  • 英國文學essay-《傲慢與...

    提供英國文學essay-《傲慢與偏見》的女性敘事視角解析-"Pride and prejudice" female narrative perspective ......

  • 英國essay指導如何識別不...

    英國essay指導如何識別不要被無良商家下套? 找essay指導在國外的高校已經是一條捷徑了,越來越透明,所以說也不是一個罕見的現象,一些留學生朋友反饋,通常表......

扒开老师双腿猛进八喷水观看
<th id="njfjl"></th>
<span id="njfjl"><noframes id="njfjl">
<th id="njfjl"></th>
<span id="njfjl"><video id="njfjl"></video></span>
<strike id="njfjl"></strike>
<th id="njfjl"></th><th id="njfjl"></th>
<strike id="njfjl"><noframes id="njfjl"><strike id="njfjl"></strike>
<span id="njfjl"><noframes id="njfjl">