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

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2011

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

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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Počet stran výsledku

7

Strana od-do

992-996

Název nakladatele

International Business Information Management Association

Místo vydání

Kuala Lumpur

Místo konání akce

Kuala Lumpur

Datum konání akce

29. 6. 2011

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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