The advent of globalisation and the re-admittance of South Africa into the international market place have presented both opportunities and threats to local fast food outlets and franchises. These food outlets are faced with foreign competition and the need to adapt their strategies in order to cope with the continued onslaught of these highly efficient, foreign, service orientated organisations if they intend to survive. This research explored the strategies these fast food outlets should utilise to deal with their competition and to facilitate their market growth and organisational development which could lead to them being successfully franchised at a later stage. The study revealed that if any significant growth and organisational development was to be expected, the fast food outlet had to concentrate on customer satisfaction and retention through the innovative use of the 7P’s of the marketing mix in its strategy formulation process. Attention also needed to be given to the competitive forces in the external environment so that competitive strategies were in line with market developments. The triangulation method was applied in this study. In terms of this method, qualitative and quantitative research techniques are combined in order to improve the reliability and validity of the research findings. This method proved to be an effective research tool as the findings in the quantitative research were verified by the findings in the qualitative research. Franchising in South Africa, especially the Eastern Cape, where unemployment is highest, is important as it has the potential for job creation and economic empowerment of the disadvantaged communities. It is therefore essential that every endeavour be made to ensure the success of the emerging entrepreneurs through assisting them to develop strategies that will ensure sustainable development and growth.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:nmmu/vital:10896 |
| Date | January 2003 |
| Creators | Snyman, Dion Cedric |
| Publisher | Port Elizabeth Technikon, Faculty of Management |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis, Masters, MBA |
| Format | xi, 115 leaves, pdf |
| Rights | Nelson Mandela Metropolitan University |
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