1. Albert Lee Robert Hupcher Dee (Da) Ham Nicholas Lawrence Zhengning Li

2. Industry OverviewSegmentationThe U.S. MarketMajor CompetitorsBuyer PowerSupplier PowerMarket EntryLooking AheadTrends, Regulations & Public OpinionSummary: Industry SWOT Genesis

3. Industry Overview QSR, Takeaways, Leisure, Street Vendors & Mobile Industry Segments 200 billion Market value growth 3% Forecasted to increase by 19% by 2014 2009 Market Value 208 billion transactions Market volume growth of 4% Market Volume

4. Segmentation Do not provide table service McDonalds, Burger King, etc. Quick Service Restaurants (QSR) Off premise consumption Domino’s, other takeout restaurants Takeaways Chicken & Rice Mobile & Street Vendors Movie theaters, stadiums etc. Leisure

5. Global Fast Food Market, 2009

6. The U.S. Market Accounts for 31% of global fast food market$70 billion market with minimal growth (0.2%) Market Volume growth of 6.3% Market Volume of 40 billion transactions Majority of fast food market is QSR Market value forecasted to increase by 8.5% by 2014

7. Major Competitors

10. Buyer Power Strengthened Buyer Power due to High rivalry competition in industry Leads to competitive pricing strategies to secure consumers Low switching costs High price elasticity Buyer Power decreases with Brand Awareness Consumer loyalty

11. Supplier Power Strengthened Supplier Power due to Concentrated food wholesales Minimum wage legislation Low dependence on fast food players Various alternatives in terms of food service customers Supplier Power decreases with Lack of alternatives

12. Market Entry Barriers Retaliation by existing players, e.g., price wars Established brand strength of major chains Major market saturation Differentiation issues Low costs of setup International growth

13. Looking Ahead

14. Trends, Regulations & Public Opinion Government regulations Extremely responsive to consumer tastes McDonald’s InternationallyComplementary goods Recession Recession-flexible industry Eating healthy

15. Summary: SWOT Analysis