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英国essay格式范文:The UK Fast Food Market

论文价格: 免费 时间:2022-11-04 14:04:19 来源:www.ukassignment.org 作者:留学作业网

英国essay格式范文-英国快餐市场。本文是一篇英国留学生essay写作范文,主要内容是介绍英国是世界上快餐消费量最高的国家。这个国家以拥有不同的文化而闻名,不同的文化品味对快餐业在国家层面的全球成功产生了巨大影响。              

“2008年英国快餐市场增长5.2%,达到22亿美元”              

快餐行业的主要参与者:             

 三明治:Greggs、Subway和Thurstens              

汉堡包:麦当劳和汉堡王              

鸡肉:肯德基              

披萨:必胜客多米诺披萨              

鱼和薯片              

印度和中国外卖              

应用PESTEL可以正确分析快餐业的外部环境。它是一种有助于分析一个行业的政治、经济、社会和技术环境的工具。下面就一起来看一下这篇英国留学生essay范文。

快餐

UK is the country which has the highest fast-food consumption in the world. The country is known for having different cultures and a different cultural taste has a large impact on the global success of the fast food industry at national level. 

“The UK fast food market grew by 5.2% to reach a value of $2.2 billion in 2008” (Datamonitor August 2009) 

The main players in the fast food industry: 

Sandwiches: Greggs, Subway and Thurstens

Burgers: McDonalds and Burger King

Chicken: KFC

Pizza: Pizza Hut Domino’s Pizza

Fish and Chips

Indian and Chinese Takeaway

The external environment of the fast food industry can be properly analysed by applying PESTEL. It is a tool which helps in analysing the Political, Economic, Social and Technological environment of an industry. 

“PESTEL analysis is a useful strategic tool for understanding market growth or decline, business position, potential and direction for operations.” (Kotler 1998) 

“PESTEL分析是一种有用的战略工具,用于了解市场增长或衰退、业务地位、潜力和运营方向。”

PESTEL Analysis of the UK fast food industry:PESTEL英国快餐业分析:

(P)olitical:政治

The labelling of GM (Genetically Modified) food became important since April 2004 as new rules relating to GM labelling came into force. The motive behind GM labelling is to inform the customers if any ingredients in the food are genetically modified as it is the customers right to take a decision whether or not to buy such a product. The UK government is bringing strict regulations for the food sellers to inform the customers if the food items contain genetically modified ingredients.

自2004年4月起,随着有关转基因食品标签的新规定生效,转基因食品的标签变得很重要。转基因标签背后的动机是告知消费者食品中的任何成分是否经过转基因,因为消费者有权决定是否购买此类产品。英国政府对食品销售商制定了严格的规定,告知顾客食品中是否含有转基因成分。

The political surrounding can be strongly affected marketers decisions. There has been increased regulation of business in recent times. The fast-food market was highly affected by the introduction of (GST) Goods & Service Tax which resulted in the changes of prices in fast food outlets while the prices of other food items remained unchanged. Therefore, the fast food industry gives more emphasis on service rather than product stating that the customer will not get such type of service in their homes to differentiate them.

政治环境可能会强烈影响营销人员的决策。近年来,对商业的监管有所加强。快餐市场受到(GST)商品和服务税的引入的极大影响,这导致快餐店的价格发生变化,而其他食品的价格保持不变。因此,快餐业更强调服务而不是产品,并表示顾客不会在家中获得此类服务来区分他们。

(E)conomic 经济

The cost for setting-up a fast food joint or an outlet is very low. Therefore it becomes comparatively easy to enter the market.

Franchising is an added beneficial factor and helps in setting up a good brand image.

The market is growing as ever and a growing market is very important for the fast food industry.

At the time of recession, the fast food restaurants do better business than other expensive restaurants as the price factor becomes important at such times. People tend to cut-down their expenses as their disposable income is less.

建立快餐店或快餐店的成本很低。因此,进入市场变得相对容易。              

特许经营是一个附加的有利因素,有助于树立良好的品牌形象。              

市场一如既往地增长,不断增长的市场对快餐业来说非常重要。              

在经济衰退时期,快餐店的生意比其他昂贵的餐馆好,因为在这种时候价格因素变得很重要。人们倾向于减少开支,因为他们的可支配收入更少。        

(S)ocial 社会

The fast food industry in the UK pays a close attention to the requirements of the UK society.

The people in UK have busy lifestyles and the fact that fast food restaurants are known for a quick and convenient service, they have become a part of the fast paced UK lifestyle.

The people are a becoming more health conscious and have started adopting healthy eating as obesity is a known problem in UK. The fast food restaurants are known for serving foods which are high on calories.

英国快餐业密切关注英国社会的要求。              

英国人的生活方式繁忙,快餐店以快捷方便的服务而闻名,他们已经成为快节奏英国生活方式的一部分。              

人们越来越注重健康,并开始采用健康饮食,因为肥胖在英国是一个众所周知的问题。快餐店以提供高热量食物而闻名。  

(T)echnological 技术

The fast food industry is a growing industry and technology has played an important role for the ongoing success. They have to keep up with the fast pace of changing technology to keep themselves in competition. A recent example to this is McDonalds installing Electronic Funds Transfer at Point of Sale (EFTPOS) which is accepting debit or credit cards from customers at the time of their purchase.

Online marketing for kids such as games, promotions of new products and offers on the website.

Computerised order-taking and billing systems (till system).

The recent improvements in technology especially in the fast food industry have been due to increased regulation. The increased regulation on health has resulted in the standards of safety to be stricter. This means that the customers have no doubt about the quality and service and they know that it is of the finest possible standard and so they can enjoy the product.

快餐业是一个不断发展的行业,技术对其持续的成功起到了重要作用。他们必须跟上不断变化的技术的快速步伐,以保持竞争力。最近的一个例子是麦当劳在销售点安装了电子资金转账(EFTPOS),在顾客购买时接受他们的借记卡或信用卡。              

针对儿童的在线营销,如游戏、新产品促销和网站上的优惠。              

计算机化订单接收和计费系统(直到系统)。              

最近技术的进步,特别是快餐业的进步,是由于监管的加强。对健康的监管增加导致安全标准更加严格。这意味着客户对质量和服务毫无疑问,他们知道这是最好的标准,因此他们可以享受产品。

(E)nvironmental 环境

Fast food outlets like KFC, McDonalds and Burger King are majorly known for the production and consumption of food derived from animals. Proper measures have to be taken to consider animal rights campaigns as there have been many campaigns relating to mistreatment of animals in slaughter houses.

Prices of resources like oil and coal are on a rise and therefore the prices of fast food products are likely to increase as the cost of transportation increases.

An environmentally friendly company has a good image in the minds of consumers. The packaging in McDonalds was changed to paper in 1991 from polystyrene boxes as the consumers demanded for a more environmentally friendly packaging. This has a good effect on the minds of the consumers that the food they are eating does not affect the environment.

肯德基、麦当劳和汉堡王等快餐店以生产和消费动物食品而闻名。必须采取适当措施来考虑动物权利运动,因为有许多运动与屠宰场虐待动物有关。              

石油和煤炭等资源的价格正在上涨,因此快餐产品的价格可能会随着运输成本的增加而上涨。              

一家环保公司在消费者心中有着良好的形象。1991年,由于消费者要求更环保的包装,麦当劳的包装从聚苯乙烯盒改为纸包装。这对消费者产生了良好的影响,即他们所吃的食物不会影响环境。

(L)egal 法律

The fast food industry has to adopt proper Health and Safety guidelines as they are associated with food. Such political factors are of great importance to the fast food industry as it can affect the industry to a great extent.

Food standard agency is an agency which is responsible for the health of public in relation to food in the UK. It is important for the fast food industry to follow the regulations imposed by the FSA (Food Standard Agency) in the interest of public health.

快餐业必须采用适当的健康和安全指南,因为它们与食品相关。这些政治因素对快餐业非常重要,因为它可以在很大程度上影响该行业。              

食品标准局是负责英国食品相关公众健康的机构。为了公众健康,快餐行业必须遵守FSA(食品标准局)的规定。   

Porter’s Five forces model is designed to analyse the structure of the industry. 波特的五力模型旨在分析行业结构。

Porter’s 5 Forces Analysis of UK Fast Food Market 波特对英国快餐市场的五种力量分析

Buyer Power 购买者能力

The fact that not everyone enjoys fast food has resulted in the weakening of buyer power in fast food industry but it is highly popular with maximum UK consumers. Brakes and 3663 are the leading suppliers/distributers in the UK which has concentrated the food service supply market. The fast food companies offer different range of foods and keep them differentiated from others. Major companies invest heavily in brand building with the help of advertising and keeping a unique and uniform visual style of their restaurants. Hence, buyer power is weakened and consumer loyalty is strengthened. Consumer loyalty is increased by some companies by rewards programs, competition and giving free gifts for example McDonalds offer a free toy in Happy Meals. The buyer power is however strengthened to an extent by insignificant costs of switching and a quantity of price sensitivity. Therefore buyer power is not high or low, it is moderate. (Datamonitor August 2009) 

并非每个人都喜欢快餐,这一事实导致了快餐行业的买家力量减弱,但它在英国消费者中非常受欢迎。Brakes和3663是英国主要的供应商/分销商,集中了食品服务供应市场。快餐公司提供不同种类的食品,并保持它们与其他食品的区别。大公司在广告的帮助下大力投资于品牌建设,并保持其餐厅独特而统一的视觉风格。因此,买方力量减弱,消费者忠诚度增强。一些公司通过奖励计划、竞争和赠送免费礼物来提高消费者忠诚度,例如麦当劳在快乐餐中提供免费玩具。然而,买方的力量在一定程度上由于转换成本的微不足道和价格的敏感性而得到加强。因此,买方力量不高也不低,它是适度的。

Supplier Power 供应商能力

One important input in the fast food market is food. UK has a concentrated food supply market with Brakes and 3663 as the leading suppliers or distributors. The suppliers have decreased their dependence on the fast food companies as they have other kinds of profit foodservice and cost foodservice customers. It is important for the fast food companies to maintain their suppliers who offer marketable quality food which is at a low cost. Therefore, the supplier power is increased in the UK market. Labour plays an important part in the fast food business and the laws in UK like the minimum wage law strengthens the employees who are considered as the suppliers of labour. This indicates that the supplier power is high and strong. (Datamonitor August 2009) 

快餐市场的一个重要投入是食品。英国有一个集中的食品供应市场,Brakes和3663是主要的供应商或分销商。供应商减少了对快餐公司的依赖,因为他们有其他类型的利润食品服务和成本食品服务客户。对于快餐公司来说,保持其供应商以低成本提供适销对路的优质食品是很重要的。因此,英国市场的供应商力量有所增加。劳工在快餐业中扮演着重要的角色,英国的法律(如最低工资法)加强了被视为劳动力供应商的员工。这表明供应商的实力很强。

Threat of new entrants 新进入者的威胁

The rules and regulations in the UK have certain barriers to entry. There may be some limitations implied by the local authority on the number of restaurants of a particular type, but this type of barrier is limited to an extent. It is difficult for a new entrant in the industry to gain profits and do well in the initial stage as there is low consumer loyalty and some barriers to gain entry in the fast food industry. There may be problems on getting into prime locations and places which are busy like high streets. Some fast food chains get into a location by buying or signing leases just to prevent a rival getting into that location. The cost of setting up a new chain is relatively low and recent years have seen many new entrants in the market. The ease of entering a market and expanding has been demonstrated by chains like Subway. Thus this can prove to be a serious threat which is more serious to smaller chains that have the benefit of wide market support. Therefore, the likelihood of new entrants is high. 

英国的规章制度对入境有一定的障碍。地方当局对特定类型餐厅的数量可能有一些限制,但这类障碍在一定程度上是有限的。由于消费者忠诚度低,进入快餐行业存在一些障碍,因此,该行业的新进入者很难在初期获得利润并取得良好成绩。进入黄金地段和繁华的地方,比如商业街,可能会遇到问题。一些快餐连锁店通过购买或签订租约进入某一地点,只是为了防止竞争对手进入该地点。建立新连锁的成本相对较低,近年来市场上出现了许多新进入者。像赛百味这样的连锁店已经证明了进入市场和扩张的便利性。因此,这可能会被证明是一个严重的威胁,对那些受益于广泛市场支持的小型连锁店来说更为严重。因此,新进入者的可能性很高。        

Threat of substitutes 替代产品或服务的威胁

The fast food substitutes include other forms of food service and retails like ready-to-eat meals, frozen foods etc for home cooking. As fast food is cheaper than any other form of food service, substitutes do not challenge the price of fast food and the main purpose of fast food does not comply with substitutes as the convenience factor in fast food goes missing. Fast food has faced many forms of criticism of being unhealthy while retail food promises to consumers of being healthy. Substitutes also offer a wide range of products. Therefore substitutes pose a moderate threat to the fast food industry. (Datamonitor August 2009) 

快餐替代品包括其他形式的食品服务和零售,如即食食品、冷冻食品等。由于快餐比任何其他形式的食品服务都便宜,替代品不会挑战快餐的价格,快餐的主要目的也不符合替代品,因为快餐中的便利因素消失了。快餐面临着许多不健康的批评,而零售食品则向消费者承诺健康。替代品还提供广泛的产品。因此,替代品对快餐业构成了适度的威胁。

Rivalry of existing customers 现有客户的竞争对手

There is a huge competition in the fast food industry in which McDonalds in the leading fast food which serves more than 2.5 million customers on a daily basis company in the industry (McDonalds 2008). Other competitors in the market include Burger King, KFC and Subway. There are other small independent fish and chip outlets, burger shops and kebab corners which include in the competition. 

The dominant firms control a larger share of the fast food industry and they are able to hold this share due to the high amount of marketing done by them. Ready-prepared sandwich market is the most popular fast food which accounts of 1/3rd of the food market. It is followed by the burger which is dominated by McDonalds and Burger King. The fish and chip sector comes next which is made of independent shops and has a market share which is half to that of the burger. The location of the fast food restaurant acts as an important key in the rivalry of the food industry. Therefore, threat of existing customers is high in the fast food industry. (Datamonitor August 2009) 

快餐行业存在着巨大的竞争,麦当劳是该行业每日服务超过250万顾客的领先快餐公司。市场上的其他竞争对手包括汉堡王、肯德基和赛百味。还有其他小型独立的炸鱼薯条店、汉堡店和烤串角也参加了比赛。              

占主导地位的公司控制着快餐行业的更大份额,由于他们所做的大量营销,他们能够持有这一份额。预制三明治市场是最受欢迎的快餐,占食品市场的1/3。其次是以麦当劳和汉堡王为主的汉堡。其次是鱼和薯条行业,该行业由独立商店组成,市场份额是汉堡的一半。快餐店的位置是食品行业竞争的重要关键。因此,快餐行业现有客户的威胁很高。              

Swot analysis is a tool for auditing and analysing the environment of a company. It stands for strengths, weakness, opportunity and threats. 

Swot分析是一种用于审计和分析公司环境的工具。它代表优势、劣势、机遇和威胁。

SWOT analysis of McDonalds 麦当劳的SWOT分析

(S)trengths 优势

McDonalds is been in business since 1955 and has built up huge brand equity. “It is the number one fast food company in UK in terms of food service sales with 12% share of the total sector in 2008.” (Euromonitor International 2008). It has 31000 restaurants across the world which serves fries and burgers in nearly 120 countries.

麦当劳自1955年开始营业,并积累了巨大的品牌资产。“就食品服务销售额而言,它是英国排名第一的快餐公司,2008年占整个行业的12%。”。它在全球有31000家餐厅,在近120个国家提供薯条和汉堡。        

It retains its customers through continuous innovation and product development. It also provides a clean environment for customers.

Due to its wide reach across the world, it gives McDonalds to handle economic fluctuations which can arise in a country. It can operate effectively even at times of recessions as there a social need among the people to get comparatively cheap and good quality food.

Their global restaurants are adapted to meet the requirements of different cultures. For example, lamb burgers are served in India and they have separate entrances for families and single women in the Middle East.

它通过不断创新和产品开发留住客户。它还为客户提供了一个干净的环境。              

由于其在世界各地的广泛影响力,麦当劳能够应对一个国家可能出现的经济波动。即使在经济衰退时期,它也能有效运作,因为人们需要获得相对便宜和优质的食品。              

他们的全球餐厅适应了不同文化的要求。例如,印度有羊肉汉堡,在中东,羊肉汉堡有单独的入口供家庭和单身女性食用。

Large scale investment has carried to support the franchise network of McDonalds. Approximately 85% of restaurants worldwide are owned and operated by franchisees. In 1997, it was named Entrepreneur’s number one franchise.

Food safety is taken very seriously in McDonalds and there are around 2000 checks performed on every stage of food preparation

It has a loyal staff and a strong management team. It provides professional training for its employees. More than 250,000 employees graduate from the Hamburger university which is a McDonalds training facility.

大规模投资支持了麦当劳的特许经营网络。全球约85%的餐厅由特许经营商拥有和经营。1997年,它被评为企业家的头号特许经营权。              

麦当劳非常重视食品安全,在食品准备的每个阶段都要进行大约2000次检查             

 它拥有忠诚的员工和强大的管理团队。它为员工提供专业培训。超过250000名员工毕业于汉堡大学,这是麦当劳的培训机构。

(W)eaknesses 劣势

McDonalds could not compete with the fast food pizza chain as it failed to test market pizza as a substantial product.

More money spent on training due to employee turnover.

The customers are becoming more health conscious which has been reflected in the sales in McDonalds to an extent as burgers and fries are known to be high on calories.

麦当劳无法与快餐比萨连锁店竞争,因为它未能将比萨作为一种实质性产品进行市场测试。              

由于员工流动,培训费用增加。              

顾客越来越注重健康,这在一定程度上反映在麦当劳的销售中,因为汉堡和薯条的热量很高。

(O)pportunities 机会

In this health conscious society, a need for low calorie food has arisen. Introduction of low calorie foods like low calorie burger and fries cooked in low calorie oil can be a great opportunity.

Some McDonald’s outlets have a playground for kids which are an attraction for kids. More outlets should have such playgrounds to attract families with kids.

在这个注重健康的社会,人们对低热量食物的需求与日俱增。引入低热量食品,如低热量汉堡和用低热量油烹制的薯条,可能是一个很好的机会。              

一些麦当劳门店有一个儿童游乐场,这对儿童来说是一种吸引力。更多的商店应该有这样的游乐场来吸引有孩子的家庭。

A dining-out market is a recent hit among the young generation and the middle age group. This can be seen as an opportunity for McDonalds in attracting more young and middle aged group by having restaurants which have a dine-out section.

With the upcoming Olympics in 2012 and the FIFA World Cup in South Africa is a great opportunity and is predicted to have a positive impact on McDonalds as it is a principle sponsor of both football and Olympics.

Enter the coffee selling market and compete with coffee shops like Costa and Starbucks by opening McCafe which is especially dedicated in selling coffee and having Wi-Fi internet to attract coffee shop goers. Also, get into the sandwich making segment which McDonalds is left out of.

Provide optional food for people with allergies like nut free and gluten free.

Expanding more into the emerging markets of India and China.

外出就餐市场最近在年轻一代和中年群体中大受欢迎。这可以被视为麦当劳的一个机会,通过开设有外用餐区的餐厅来吸引更多的年轻人和中年人。              

2012年奥运会和南非国际足联世界杯即将到来,这是一个绝佳的机会,预计将对麦当劳产生积极影响,因为麦当劳是足球和奥运会的主要赞助商。             

 进入咖啡销售市场,与Costa和Starbucks等咖啡店竞争,开设专门销售咖啡的McCafe,并拥有Wi-Fi网络以吸引咖啡店顾客。此外,进入麦当劳被排除在外的三明治制作环节。              

为无坚果和无麸质等过敏人群提供可选食物。              

进一步向印度和中国的新兴市场扩张。

(T)hreats 威胁

Consumers adopting healthier lifestyles and nutrition can prove as a threat as McDonalds is known for serving food which is high on calories.

McDonalds has been criticized by parents for spoiling their children as young as one year olds by their marketing tactics which include happy meals with toys and popular movie tie-ups.

Threats from local competitors like Burger King, KFC, Subway and other individual burger outlets.

Recession may reduce the sales in McDonalds to an extent as the spending among people is reduced due to less disposable income.

Threats from contamination of the food like e-coli which was recent in the UK.

采用更健康的生活方式和营养的消费者可能会受到威胁,因为麦当劳以提供高热量食物而闻名。              

麦当劳因其营销策略(包括用玩具和流行电影搭档的欢乐餐)宠坏了一岁大的孩子而受到家长的批评。              

来自汉堡王、肯德基、赛百味和其他个别汉堡店等本地竞争对手的威胁。              

经济衰退可能会在一定程度上减少麦当劳的销售额,因为可支配收入减少了人们的消费。              

食品污染的威胁,如最近在英国出现的电子可乐。

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