Competitor Assessment in the Fast Food Industry

Running head: STRATEGIC MARKETING MANAGEMENT
Strategic Marketing Management

STRATEGIC MARKETING MANAGEMENT 2
Table of Contents
4.0. Competitor Assessment........................................................................................................................3
4.1. The Competitive Industry.................................................................................................................3
4.2. Positional Map..................................................................................................................................3
4.4. Critical Success Factors....................................................................................................................6
4.5. Competitive Advantages and Disadvantages....................................................................................7
References...................................................................................................................................................8

STRATEGIC MARKETING MANAGEMENT 3
4.0. Competitor Assessment
4.1. The Competitive Industry
Lotteria Company deals in the fast food industry which is at the boom in the current market. This
has been found that Lotteria Company deals in the intense competitive industry which includes a
large number of firms (Belton 2017, 59). The competitors that can give the tough competition to
the company include McDonald, Jollibee and Burger King. These competitors are leading in the
market because of their innovative strategies that can affect the profit of the Lotteria. In addition
to this, there are very less opportunity for the entry of the new entrants because of the need for
large investments which is not possible to be done by new small entrants.
4.2. Positional Map
The positional map is a significant tool to assess the position of the key market players. It also
depicts the difference in product quality and price between the Lotteria and competitor’s product.
It would be beneficial for evaluating the position of Lotteria’s (Guidry et al. 2015, 350).