1. © 2009 Berlin Asong. All rights reserved. 1

2. © 2009 Berlin Asong. All rights reserved. 2

3. © 2009 Berlin Asong. All rights reserved. 3

4. © 2009 Berlin Asong. All rights reserved. 4

5. © 2009 Berlin Asong. All rights reserved. 5

6. © 2009 Berlin Asong. All rights reserved. 6

7. © 2009 Berlin Asong. All rights reserved. 7

8. Source: Wikinvest
© 2009 Berlin Asong. All rights reserved. 8

9. © 2009 Berlin Asong. All rights reserved. 9

10. Local Fast Food Shops
© 2009 Berlin Asong. All rights reserved. 10

11. CEO Jim Skinner
© 2009 Berlin Asong. All rights reserved. 11

12. Global Chief Marketing Officer – Mary Dillon
© 2009 Berlin Asong. All rights reserved. 12

13. © 2009 Berlin Asong. All rights reserved. 13

14. © 2009 Berlin Asong. All rights reserved. 14

15. © 2009 Berlin Asong. All rights reserved. 15

16. © 2009 Berlin Asong. All rights reserved. 16

17. © 2009 Berlin Asong. All rights reserved. 17

18. © 2009 Berlin Asong. All rights reserved. 18

19. 1
Access to new markets
© 2009 Berlin Asong. All rights reserved. 19

20. 2
Additional income streams
© 2009 Berlin Asong. All rights reserved. 20

21. 1
Access to cheaper labour
© 2009 Berlin Asong. All rights reserved. 21

22. 3
Access to operational efficiency
© 2009 Berlin Asong. All rights reserved. 22

23. © 2009 Berlin Asong. All rights reserved. 23

24. 1
Competition
© 2009 Berlin Asong. All rights reserved. 24

25. 2
Anti-globalisationists
© 2009 Berlin Asong. All rights reserved. 25

26. © 2009 Berlin Asong. All rights reserved. 26

27. © 2009 Berlin Asong. All rights reserved. 27

28. Source: IMF 2009
© 2009 Berlin Asong. All rights reserved. 28

29. Source: IMF 2009
© 2009 Berlin Asong. All rights reserved. 29

30. © 2009 Berlin Asong. All rights reserved. 30

31. Some of many job cuts announced in Jan. 2009
© 2009 Berlin Asong. All rights reserved. 31

32. © 2009 Berlin Asong. All rights reserved. 32

33. © 2009 Berlin Asong. All rights reserved. 33

34. © 2009 Berlin Asong. All rights reserved. 34

35. Source: Economist
© 2009 Berlin Asong. All rights reserved. 35

36. Source: Economist
© 2009 Berlin Asong. All rights reserved. 36

37. © 2009 Berlin Asong. All rights reserved. 37

38. © 2009 Berlin Asong. All rights reserved. 38

39. © 2009 Berlin Asong. All rights reserved. 39

40. © 2009 Berlin Asong. All rights reserved. 40

41. © 2009 Berlin Asong. All rights reserved. 41

42. © 2009 Berlin Asong. All rights reserved. 42

43. © 2009 Berlin Asong. All rights reserved. 43

44. © 2009 Berlin Asong. All rights reserved. 44

45. © 2009 Berlin Asong. All rights reserved. 45

46. © 2009 Berlin Asong. All rights reserved. 46

47. © 2009 Berlin Asong. All rights reserved. 47

48. © 2009 Berlin Asong. All rights reserved. 48

49. © 2009 Berlin Asong. All rights reserved. 49

50. © 2009 Berlin Asong. All rights reserved. 50

51. © 2009 Berlin Asong. All rights reserved. 51

52. © 2009 Berlin Asong. All rights reserved. 52

53. Source: Bonini, McKillop, & Mendonca 2007
© 2009 Berlin Asong. All rights reserved. 53

54. © 2009 Berlin Asong. All rights reserved. 54

55. © 2009 Berlin Asong. All rights reserved. 55

56. © 2009 Berlin Asong. All rights reserved. 56

57. © 2009 Berlin Asong. All rights reserved. 57

58. ... how much is your carbon footprint ?
© 2009 Berlin Asong. All rights reserved. 58

59. © 2009 Berlin Asong. All rights reserved. 59

60. © 2009 Berlin Asong. All rights reserved. 60

61. © 2009 Berlin Asong. All rights reserved. 61

62. © 2009 Berlin Asong. All rights reserved. 62

63. © 2009 Berlin Asong. All rights reserved. 63

64. © 2009 Berlin Asong. All rights reserved. 64

65. Datamonitor 2008
© 2009 Berlin Asong. All rights reserved. 65

66. Datamonitor 2008
© 2009 Berlin Asong. All rights reserved. 66

67. Source: Wikinvest
© 2009 Berlin Asong. All rights reserved. 67

68. © 2009 Berlin Asong. All rights reserved. 68

69. competitive forces
© 2009 Berlin Asong. All rights reserved. 69

70. © 2009 Berlin Asong. All rights reserved. 70

71. © 2009 Berlin Asong. All rights reserved. 71

72. © 2009 Berlin Asong. All rights reserved. 72

73. Datamonitor 2008
© 2009 Berlin Asong. All rights reserved. 73

74. © 2009 Berlin Asong. All rights reserved. 74

75. © 2009 Berlin Asong. All rights reserved. 75

76. © 2009 Berlin Asong. All rights reserved. 76

77. © 2009 Berlin Asong. All rights reserved. 77

78. © 2009 Berlin Asong. All rights reserved. 78

79. © 2009 Berlin Asong. All rights reserved. 79

80. © 2009 Berlin Asong. All rights reserved. 80

81. © 2009 Berlin Asong. All rights reserved. 81

82. © 2009 Berlin Asong. All rights reserved. 82

83. Local Fast Food Shops
© 2009 Berlin Asong. All rights reserved. 83

84. Workplace canteens Starbucks
Cafe Nero Hotels
Third layer
competitors
M&S TESCO
Local Fast
Food Shops
Direct
Convenience
Competitors
Indirect Subway
Shops
Competitors Pubs Home made meals
© 2009 Berlin Asong. All rights reserved. 84

85. © 2009 Berlin Asong. All rights reserved. 85

86. © 2009 Berlin Asong. All rights reserved. 86

87. © 2009 Berlin Asong. All rights reserved. 87

88. © 2009 Berlin Asong. All rights reserved. 88

89. © 2009 Berlin Asong. All rights reserved. 89

90. © 2009 Berlin Asong. All rights reserved. 90

91. valued pricing
© 2009 Berlin Asong. All rights reserved. 91

92. © 2009 Berlin Asong. All rights reserved. 92

93. Rank Company Headquarter No. Countries Outlets % Franchise
1 McDonald’s USA 118 31,000 75
Yum!(KFC, Pizza Hut,
2 USA 110 36,000 80
etc)
3 Burger King USA 74 11,141 90
4 Wendy’s | Arby’s USA 19 8,000 ?
© 2009 Berlin Asong. All rights reserved. 93

94. © 2009 Berlin Asong. All rights reserved. 94

95. © 2009 Berlin Asong. All rights reserved. 95

96. © 2009 Berlin Asong. All rights reserved. 96

97. © 2009 Berlin Asong. All rights reserved. 97

98. Strengths Opportunities
Weaknesses Threats
© 2009 Berlin Asong. All rights reserved. 98

99. © 2009 Berlin Asong. All rights reserved. 99

100. 7ps 7ps 7ps 7ps
7ps 7ps
7ps 7ps
7ps 7ps 7ps
© 2009 Berlin Asong. All rights reserved. 100

101. Product
Process Price
Marketing
Mix
Physical
Place
Layout
People Promotion
© 2009 Berlin Asong. All rights reserved. 101

102. © 2009 Berlin Asong. All rights reserved. 102

103. © 2009 Berlin Asong. All rights reserved. 103

104. Source: Wikinvest
© 2009 Berlin Asong. All rights reserved. 104

105. Key Markets
© 2009 Berlin Asong. All rights reserved. 105

106. © 2009 Berlin Asong. All rights reserved. 106

107. © 2009 Berlin Asong. All rights reserved. 107

108. © 2009 Berlin Asong. All rights reserved. 108

109. © 2009 Berlin Asong. All rights reserved. 109

110. © 2009 Berlin Asong. All rights reserved. 110

111. © 2009 Berlin Asong. All rights reserved. 111

112. Source: Economist
© 2009 Berlin Asong. All rights reserved. 112

113. Source: Economist
© 2009 Berlin Asong. All rights reserved. 113

114. © 2009 Berlin Asong. All rights reserved. 114

115. © 2009 Berlin Asong. All rights reserved. 115

116. © 2009 Berlin Asong. All rights reserved. 116

117. © 2009 Berlin Asong. All rights reserved. 117

118. Local Fast Food Shops
© 2009 Berlin Asong. All rights reserved. 118

119. © 2009 Berlin Asong. All rights reserved. 119

120. © 2009 Berlin Asong. All rights reserved. 120

121. © 2009 Berlin Asong. All rights reserved. 121

122. Match
Strengths Opportunities
Convert Convert
Weaknesses Threats
Minimise Minimise
© 2009 Berlin Asong. All rights reserved. 122

123. Ansoff (Growth) Matrix
Existing Market New Market
Market Market
Existing Product Penetration Extension
Product
New Product Diversification
Development
© 2009 Berlin Asong. All rights reserved. 123

124. 4P s
Process
Product
Price
7P s
Marketing
Mix
Physical
Place
Layout
Marketing Mix People Promotion
© 2009 Berlin Asong. All rights reserved. 124

125. 1
Expand menu to include
wide variety of healthy options
© 2009 Berlin Asong. All rights reserved. 125

126. 2
Continue to
differentiate the brand.
© 2009 Berlin Asong. All rights reserved. 126

127. 3
Defend Key markets in
Europe, Asia-pacific and USA
© 2009 Berlin Asong. All rights reserved. 127

128. 5
Simplify operations for
improved services.
© 2009 Berlin Asong. All rights reserved. 128

129. 4
Continue to offer
competitive pricing
© 2009 Berlin Asong. All rights reserved. 129

130. 6
Better staff training for
improved services.
© 2009 Berlin Asong. All rights reserved. 130

131. 7
Seek to remove
“McJob” from dictionaries.
© 2009 Berlin Asong. All rights reserved. 131

132. © 2009 Berlin Asong. All rights reserved. 132