Research Paper on:
Porters Five Forces Analysis of the UK Fast Food Industry

Unformatted Sample Text from the Research Paper:
change Porters Five Forces model can be utilized. This paper will look at the existing competitors, potential for new entrants, power over suppliers and buyers and the substitutes.  2. Porters Five Forces Porters Five Forces Models is designed to assess the macro environmental forces that are present in a business. It can be presented in graphical form as  shown in figure 1 Figure 1 Porters Five Forces Model (Porter, 2008) This can be completed with boxes giving details of each force In this paper we will  look at the forces below1. 2.1 Rivalry In terms of existing competition there are already a large number of competitors,  the dominant firm is McDonalds, serving in excess of 2.5 million customers everyday (McDonalds, 2008). Other competitors include large chains such as KFC, Burger King, Subway as well as independent  shops such as fish and chip shops, kebab shops and burger vans. The value of the fast food and delivery market is high and growing, in 2007 it was worth  ?9.33 billion , which was a 4.2% increase on 2006 (Business Wire, 2008). There is a high level of competition with the  dominant firms controlling a large amount of the fast food industry and able to back up that position with a high level of marketing. The most popular fast food is  the ready prepared sandwich market, these accounts of about 1/3rd of the market it is followed by the burger market where McDonalds and Burger King dominate with 91% of the  market (Huxley, 2003). Next is the fish and chip sector which is half the size of the burger sector and made up of many independent shops (Huxley, 2003). However, it