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Jollibee: Should They Enter the UK Market? 1Jollibee: Should They Enter the UK Market?Katherine GarrityEdinburgh Napier University5 March 2014
Jollibee: Should They Enter the UK Market? 2Contents1.Introduction..................................................................................32.Situation Analysis2.1 Fast Food Industry ...................................................................32.2 ExternalAnalysis2.2.1 Demographics/ Niche Audience..............................3-42.2.2 PESTLE............................................................4-52.2.3 Porter’s Five Forces.............................................5 -62.3 Internal Analysis2.3.1 Brand Image......................................................6-72.3.2 Mission and Values..............................................72.3.3 SWOT...............................................................7-83.Current Position3.1 Porter Generic Strategies............................................................83.2Product Life Cycle......................................................................94.Strategic Concerns..........................................................................9-105.Recommendations 5.1 Short Term ..............................................................................105.2 Long Term................................................................................106.Conclusion.....................................................................................10-117.References8.Appendices8.1 Appendix 1................................................................................20-228.2 Appendix 2................................................................................22-298.3 Appendix 3.................................................................................298.4 Appendix 4.................................................................................29-308.5 Appendix 5.................................................................................30-36
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