Does McDonalds Have A Competitive Advantage Over O

Essay by EssaySwap ContributorUniversity, Master's February 2008

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Does McDonalds have a competitive advantage over other fast food restaurants? If so, why? Introduction The aim of this enquiry is to investigate whether McDonalds outlets have a competitive advantage over other fast food stores, in particular Burger King restaurants. If this is true then I will evaluate what their competitive advantages are and how exactly they help McDonalds to achieve their success.

To aid me with my investigation I will carry out two forms of research. My primary research will be conducted in the form of questionnaires, of which I will have thirty copies. To ensure the results are not biased in any way, the questionnaires will be given out in Bournemouth?s town centre where random members of the public will fill them out. My secondary data will be collected from using the Internet and relevant web sites, and the use of textbooks will also assist. My findings will be analysed and evaluated in hope of reaching a valid conclusion.

Evidence and Analysis The results obtained from the questionnaires do promote the fact that McDonalds has a competitive advantage over the other fast food outlets. As you can see from figure 1, 17 out of the 30 people questioned visit McDonalds more regularly than other fast food outlets.

The table of results also shows the actual number of people who visit McDonalds, less regularly, the same or never. It appears that the 57% that visit McDonalds more regularly are mainly students, who do not earn salaries and therefore have low disposable incomes. They find McDonalds food, relatively cheap compared to other fast food outlets.

The combined 13% of people questioned who visit McDonalds less or never tended to be 36 years or above. This is largely due to having young children and higher disposable incomes, which gives them...