Fast Food and Kfc Essay

Contents
1.0 Figure List 3
2.0 Table List 3
3.0 Abbreviations 4
4.0 Introduction 5
5.0 Operational Activities 6
6.0 Supply Chain Management, Suppliers and Partners 10
7.0 Brand Image 15
7.1 Theoretical Background 15
7.2 Customer characteristics 16
7.3 Analysis of brand image driver 17
7.4 Scale 18
8.0 Corporate Social Responsibility 20
8.1 Scope 20
8.2 Corporate Social Responsibility and Ethics 20
9.0 Digital Marketing 23
10.0 Conclusion and Recommendations 23
11.0 Appendices 24
11.1 Appendix A – Internet Development Timeline 24
11.2 Appendix B – Growth of the Internet Hosts 1969 – 2002 24
11.3 Appendix C – McDonalds’ Key Historical Events 25
11.4 Appendix D – Dominos’ Key Historical Events 25
11.5 Appendix E – KFC’s Key Historical Events 27
12.0 References 28

1.0 Figure List
Figure 1 - Conceptual Model. Adapted from: Stank, et al., 1999 6
Figure 2 - The New Communication Paradigm. Source: Mangold and Faulds, 2009 7
Figure 3 - CRM - Basic Processes. Adapted from: Haag and Cummings, 2010. 8
Figure 4 - Catchment Area Example. Adapted from: Wood and McCarthy, 2013 9
Figure 5 - Catchment Area Example. Adapted from: Wood and McCarthy, 2013 10
Figure 6 - Reorder Point Model. Adapted from Kritt, 2014. 11
Figure 7 - Value Chain. Source: Porter, 2001 12
Figure 8 – Factors of brand image personality. Adapted from: Aaker, 1991, 1997 16
Figure 9 – QSR Success Model. Adapted from: Qin, et al., 2010. 22

2.0 Table List
Table 1 - Quick Service Restaurant Comparison. Source: Forbes 2013. 18
Table 2 - Comparison of QSR Company Performance. Source: Forbes, 2013. 18

3.0 Abbreviations
Business-to-consumer – B2C
Behavioural intentions – BI
Corporate social responsibility – CSR
Customer loyalty – CL
Customer relationship management system – CRM
Customer satisfaction – CS
Enterprise resource planning software – ERP
Fast food industry – FFI
Food quality – FQ
Information and communication technologies – ICT
Just-in-time – JIT
Operational performance – OP
Price/Value – PV
Quick service restaurants – QSR
Relational performance – RP
Service quality – SQ
Social networking sites – SNS
Track My Maccas – TMM

4.0 Introduction
Since the creation of ARPAnet in the 1960’s we now know this as the ‘Internet’ since 1984 (William, 2002). The Internet has grown far beyond its initial intended use during the cold war (Leiner, et al., 1999). The Internet has created many opportunities whereby businesses, such as; Facebook and Amazon can exist solely online (Appendix A). In addition, businesses can utilise the Internet as an additional marketing channel in which to promote or sell to their target audience(s) (Angelides, 1997). Moreover, the uptake of the Internet for both consumers and businesses has seen a steady and consistent positive trend since its creation in the 1960’s (Appendix B).
Furthermore, according to Moore’s Law (1965; Poeter, 2013) technology has improved consistently over the decades and the trend suggests steady improvement in the future. In the 1950’s computers would easily fill a room but compared to the 21st century the same processing power can easily fit in a person’s hand as indicated by Moore’s Law (Moore, 1965). These improvements signal changes that cannot be ignored as both businesses and consumers alike seek out technology that enhances their ability to carry out tasks better than before (Angelides, 1997).
This project will therefore explore how information and communication technologies (ICT) have affected the fast food industry (FFI), specifically global quick service restaurants (QSR). Emphasis will be placed on how ICT affects and adds value to the operational activities, supply chain processes, branding and corporate strategies implemented by organisations within the FFI.
Furthermore, McDonalds, Dominos and KFC will be used as key examples that will demonstrate the affect ICT has had on the FFI. In particular, what these companies have done to adapt to the technological developments. Moreover, the

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