Market structures of fast food industry within the context of the firms competitiveness.

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F11%3A43867475" target="_blank" >RIV/70883521:28120/11:43867475 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Market structures of fast food industry within the context of the firms competitiveness.
Original language description
The global fast food industry is characterized by monopolistic competition. The fast food industries in many countries are generally made up of large number of independent firms. The aim of this paper is to provide an overview of the implications of themarket structure of fast food firms and how firms in the industry can operate competitively given the structure of the market in which they operate. The paper examines some proactive, practical and result oriented tools that will enhance marketing practices in the fast food industry. The study concludes that marketers in the fast industry must adopt and manipulate the tenets of the marketing mix namely product, price, promotion, place, physical evidence, people and process to differentiate their products/brand in order to gain competitive advantage increase their market share.
Czech name
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Czech description
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Publication year
2011
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Proceedings of the 16th International Business Information Management Association Conference
ISBN
978-0-9821489-5-2
ISSN
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e-ISSN
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Number of pages
7
Pages from-to
992-996
Publisher name
International Business Information Management Association
Place of publication
Kuala Lumpur
Event location
Kuala Lumpur
Event date
Jun 29, 2011
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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