Marketing - Nandos in Srilanka.

Environment analysis for Sri Lankan fast food

Industry

Assignment 1

Module Code:

Module: Corporate Strategy

Student ID: 21278857

November 2013

Table of Contents

Table of Contents ii

List of Figures iii

1 Executive Summery v

2 Introduction 1

3 Fast Food Environment in Sri Lanka. 2

3.1 Macro Environment Analysis – PESTEL. 3

3.1.1 Selected Key drivers from the PESTEL 6

3.1.1.1 Economic growth. 6

3.1.1.2 Social Factors – Rising incomes. 6

3.2 Industry environment – Porters Five Forces. 8

4 Conclusion 11

References 12

Appendix 1 14

Appendix 2: Cost of the Sri Lankan civil war on the country. 18

Appendix 3 – Literacy and wage rates compared. 19

Appendix 4 – GDP growth rates and expenditure on food. 20

Appendix 5: Problems faced when investing in Sri Lanka. 21

Appendix 6: GDP and income levels over the years. 22

Appendix 2 – 25

List of Figures

Figure 1. The components of a Company’s Macro Environment 2

Figure 2. Sri Lanka – Main issues identified from the PESTEL analysis 3

Figure 3. The five forces that measure the industry rivalry. 8

Executive Summery

This assignment analysis of the international marketing environment of the Sri Lankan fast-food restaurant industry, and is particularly based on the international players within the Sri Lankan market. A PESTLE analysis is used to analyse external environment influencing the industry, after which the Porter’s Five Forces framework is used to analyse the competitive rivalry within the industry and judge its attractiveness for potential new entrants. Finally, some recommendations were outlined in order to enhance the firm’s competitive position within the Sri Lankan -food industry....