Famous Brands Competitive Advantages
Bailee Critchfield Grade 12K
Redhill High School
Famous Brands’ Competitive Advantage Research Task Table of Contents
Introduction
Literature Review
Introduction
The Research Question
What strategies and methods have Famous Brands used in order to help them gain a competitive advantage, and how have they maintained this competitive advantage through the use of a Porter’s Five Forces analysis?
Research Hypothesis
Famous Brands will have obtained their competitive advantage in the franchising market through the use of regular analysis of their internal and external environments. The Group has sufficient business experience, having been in the market since the early 1960’s. The variation and valuable resource of market knowledge and experience will help Famous Brands to continue to grow in the foreseeable future.
Motivation of research question and hypothesis
Famous Brands is a business that has significant experience in the market that they operate in. The origin of Famous Brands starts off in the early 1960’s, where George Halamandares opened the first Steers steakhouse in Johannesburg, South Africa. Following this, in the late 1980’s, the Steers fast food concept as it is known today was created and converted into a franchising program and soon after, Steers was one of the first fast food service chains to gain significant market share in South Africa. (Schaefer M, 2009).
During the South African government’s Apartheid policies implemented in the late 1970’s and
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