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McDonald's. (2018). Apprenticeship Programme. Available: https://people.mcdonalds.co.uk/early-career-opportunities/apprenticeship-programme/. Last accessed 2018.

Statista, (2017) Value of the Fast Food Restaurant Market in the United Kingdom (UK) in 2017, by type (in billion GBP) Available at: https://www.statista.com/statistics/711976/fast-food-market-value-united-kingdom-uk-by-type/ (accessed: 31 October 2018).

Atherton, M. (2017) Food-to-go to be worth £23.5 billion by 2022 Available at https://www.foodmanufacture.co.uk/Article/2017/08/09/Food-to-go-market-in-multi-billion-pound-growth (accessed: 31 October 2018)

McDonald’s. (2018). Our History. Available: https://www.mcdonalds.com/us/en-us/about-us/our-history.html. Last accessed 2018.

slideshare. (2010). McDonald's Case study. Available: https://www.slideshare.net/haiyen261092/mcdonald-26603770. Last accessed 2018.

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over all the fast food industry is very fast growing market, yet with higher demand customer needs. the fast food revolution has been major influence so many people, such as new start up business like checking shop the five star restaurant. the  fast food has being good as well as bad for individual heaths.
to recommend fast food has start looking into a way be do healthy food with the same test and price ring. most young and working people who don't have enough time or that much many goes to these types of restaurant

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Resources and Capabilities
McDonald’s capabilities are to combine tangible as well as intangible resources in order to run a business efficiently.  McDonald’s can similarly keep its value and satisfy customer’s needs; as they put emphasis on leadership in all level of management such as teamwork may have a clear requirement for their employee’s workers they beside was given more concerns on the quality of leaders, then educate and train them to improve can maintain a consistent corporate culture between the managers and the employee, therefore it will provide the best quality products as well as service to their customers.

As McDonald’s provides thousands of jobs for population employee and are divided into mainly three groups, some of these groups may include restaurant works, corporate staff, and the franchise owners. Usually McDonald’s hires between almost over 60 people on each local restaurant and most of these positions are part-time workers; nevertheless, the chain normally runs into more problems because of the tighter labour market. As McDonald’s being to cut back in the past on training programme they have bit struggled in order to find new recruits of policy and that has led to dramatic falloff on the based on their skills of the employees. When means McDonald’s should start investing more money on training employees to provide all the necessary skills for employees such as training room and an instruction book and videos for new staff in order for them understand the company policy, as well as keeping the level of customer satisfaction (McDonald’s.2010).

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Socio-cultural
Currently, most people take greater concern for their physical fitness and healthy diet as most fast food customers start to change the way eat, this is all because of living a healthier lifestyle, as this all start with their food they eat, this changes younger people way of living based on the choice they make it. The fast-food industry should introduce more products that are beneficial, are less fat for example kid’s meals should be fat-free and therefore should include more salads. Nevertheless the companies who source fast food products like chicken, potatoes, vegetable and fruit they may also need to build a strong connection with the farmers who mainly do supply those materials more so over they will need relationship with the beverages and sauce is key to all fast food companies, for example, coca cola and the sauce such the Heinz should be taken into their considerations. (McDonald’s,2010).

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Demographic
The fast-food industry shouldn’t target the majority but also the minority ethnics and offering foods and drinks that may suit everyone tastes. In additional more than half of the population was people in the age range 18 and over the fast food businesses will also have to focuses on their marketing, as the younger adults, teenager’s and the adults as well diversify their products in order to satisfy their customer needs of different groups as it was seen in the past McDonald's has been trying to include more fruits and vegetable in the happy meal. (McDonald’s,2010).

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In 2017 McDonald’s has reported better than expected sales in the third quarter as it pushes back against their competitors such a burger king. The fast-food giant’s revenue fell 10% to 5.75bn us dollars within three months after selling Asian restaurants. Even though the US sales has significance jumped 4.1 % as a global sale rose in 6%after a strong rise in the UK, Canada, and Asia. As a results changes including menu tweaks and mobile delivery. The net profit jumped almost 48%to 1.9bn US dollar in compressing in the same quarter within last year. According to Neil Saunders, the global data retail said the McDonald’s are improving their restaurants and therefore is helping the business performances, this all because they refurbished all their locations in a modern image and are also space that helps to attract new diners, especially family segment and the younger age group. Also, McDonald’s shares rose about 1% in New York and risen more than a third year valuing the company at more at more than $133bn.  (BBC, New.2017).

Within the hospitality industry, McDonald’s offers an apprenticeships programme that takes up to 12 months in order to complete this programme gives the younger people an opportunity to gain at least level 2. This is a nationally recognized qualification, equivalent to five GCSEs grade A*-C at the same time they will also earn some good money while doing the apprenticeships programme.

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(Hargreaves lansdown, 2017).

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The history of McDonald’s /How McDonald’s started? 

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The history of McDonald’s /How McDonald’s started? 

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In 1917 Ray Kroc laid about his age to join the Red Cross as an ambulance driver, however, the war ended before he completed his training as that time he was only 15-year-old. In 1954, he visited a restaurant in San Bernardino, California that had purchased several Multi-mixers. Later he found a small that is run by two brothers Dick and Mac and therefore he was shocked by the effectiveness of their operating system. As they produced a small menu, that just focused on specific products such as burgers, fries, and beverages which that allowed them to sell on quality and also is quick service. The brothers were looking for a new franchising agent and Kroc saw this an opportunity. In 1955, Kroc founded McDonald’s System, this allowed by the end of 1958, McDonald’s had sold its 100 millionth hamburger. (McDonald’s, 2018).

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Buyer power
Within the fast food industry, it can be very easy for buyers to drive the price down; the fast food industry normally makes big purchases for each sector. Nevertheless, the buyers may make their orders with the cheapest suppliers in order generate more revenue, for instance, if the cost is high this allows the buyers to make their purchases different product in order to keep running the business, for example, they chose to different farmer and services to those of rival.

The suppliers have a major influence in terms of the business production capacity based on availability in terms of raw materials. This shows the impacts of suppliers on firms and in particular in the fast food industry, the environment in some case it can be weak based on the bargaining power of the suppliers.  This can be based on the following such as a large number of suppliers it can weaken the force, as well as the population of the supplier, weakens the effect of individuals with the fast food industry. (L. Gregory, 2018).

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The threat of new entrants
The industry is very dominating however there is the number of international that are cheap and quick, restaurant service chain also includes McDonald’s Domino’s and also Burger King and etc. there are global fast food brands who are really valuable boasting strong customer loyalties as well as recognition. The Strengthening of the brand is to voiding being unfriendliness to the customers, therefore the new players struggle to compete with incumbent firms as there is a brand are well-known and advertising major campaign’s that very expensive who use social media and also several sponsors.

A threat of substitution are mainly high due to the fact there is new entrance such as  gladly meal, this means there is the type of food can be purchased pretty much anywhere through the food service or other details such as marks and Spencer's, however, conveniences is the value-adding component of service which reduces the threat substitutes. Nevertheless, there are many customers who can eat cook at home for less but yet this may not be convenience element which people require nowadays the ready meals are more substantial threat competing with the fast food industry on price point as well as convenience (Data monitor, 2018). This may be cheaper for the consumer but they may not have an access to a microwave, therefore this is way fast food chain restaurant have that cheap quick-service hot meals in short time this way customer have several options for the best value.

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The competitive rivalry
The competitive rivalry within the fast food industry fragmented market is low exit cost margin high turnover drives competition but there is a very high fast-food brand power. The fast-food industry can be very easy yet still difficult, for new entrants as their product is different and also the bit cheaper meanwhile the Government will most contently support, this is because they will create more and also they giving back to the community. On the other hand, for example, McDonald’s help younger people and gives a chance to develop as well as working with several charities. While these projects are available for younger people who while working and earning some sort of income they also build their management and people skills at the same time.

Although McDonald’s hold’s on the Duopoly market as a whole is fragmented with many global chain and independent operators, therefore the competition is mainly primarily cost basted with firms continuously investing in their product and also the service for the processes to undercut for any competitors. As the capacity is easily increasing thought franchising as mostly franchising are having such as strong branding is the most prevalent weapon for competing. (Newroom,2018).

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The Porter’s five forces tool was actually created Professor M. Porter in order to analyze the industry such as their profitability’s as well as the attractiveness. As this tool was established 1997 almost a decade ago, yet still is relevant until today, giving businesses and direction which they are more likely to keep a close watch on their rivals, also this allows them to take action on their competitors and as well as  observing  others as well if these industries are being benign or intense

Competitive rivalry food industry

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Market share –how much this is industry is worth? 

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Market share –how much this is industry is worth? 

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The fast-food industry was exposed in early 1921 by White Castle and was the first food chain and layer changed the public’s negative perceptions of hamburgers. McDonald’s first to use the assembly –line system become a full house. 1960’s this is when the kid’s menu was introduced and therefore is heavily advertises in order to target all children in a widespread. This is why their fast food is mage deals in the fast food industry such as McDonald’s, KFC Pizza huts are world known brand with a major loyal customer as we as being huge franchising restaurants. For example, the major players as it may include McDonald’s as they are adapting their marketing orientation in order to suit each culture needs and social (Datamanitor, 2018).

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The food trade has truly occurred for several centuries’ for example in Asia witnessed thriving trance in tea and silk its ancient on another hand in the Middle East the spice trade began back early 2000Bc. In 1953 the US food industry was revolutionized by the Swanson’s presentation of the first dinner 19th century as well as the UK having the first food factory during 1813. However, fast-forward 1940 the frozen food was presented and later on during 1980’s this is when the Microwave foods were born.

Overview

Within the food industry, there is a very large complex network of farmers and business that work together in order to supply food around the world. The food industry covers a wider range of areas that include such as Agriculture, food processing, wholesale and distribution and retail.  The food industry employed a massive number of skilled and unskilled workers. 2006 alone the food industry accounted for over 1.5 million jobs in the US and 4 million jobs in Europe, however, the food industry employs excludes survival farmers who use their produce for self-consumption.

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The food industry the UK – how does the fast food is doing so far?

This case study will focus on the fast food industry as a general, also how Porter's five forces tool may help in the food industry as overall.