Steers And Mcdonald's Franchise: A Case Study

The main purpose of this research task is to accept or reject the hypothesis that ‘There are no significant factors that distinguish one of the following franchises (Steers, Debonairs, Wimpy) from their competitors. Consumers buy from a specific food franchise because it is purely convenient.’

For this research task, Steers and McDonald’s were chosen, McDonald’s being the competitor franchise. The reason that these two franchises were chosen is because both Steers and McDonald’s offer similar products; such as burgers, both franchises offer to eat the food in the store or to collect. Recently McDonald’s began delivering, so that is also something that Steers and McDonald’s have in common.

To be able to do this research task and to attain

Another part of market penetration is that Steers would increase the amount of marketing and advertising that the franchise does, this will result in customers being made aware of what Steers offer in terms of products but an increase in advertising would also result in an increase of new customers.

Labour disputes can cause severe problems for a franchise. Labour disputes can cause a franchise to decrease in productivity, or completely stall the production of a franchise. Labour disputes should be avoided at all costs and therefore it must be of most importance to abide to all the various labour legislations such as the Labour Relations Act (LRA) and the Employment Equity Act (EEA). To achieve this, there should be complete transparency between the management of the franchise and the

Strategies in which to turn a Weakness into a Strength

The numbers of the strategies listed below, correspond to the number of the weakness listed in the table above.

The board may believe that their "activities do not severely impact the environment” however, customers may think differently and therefore a negative reputation could come about. Steers should rather contribute and protect the environment, even if it is simply for the reputation and image of the franchise.

Strategies in which to turn a Threat into an Opportunity

The numbers of the strategies listed below, correspond to the number of the weakness listed in the table above.

"The ruling said it was not reasonable to find that it could be offensive to all white, Afrikaans people simply because the actor was a white male. The authority said the advert intended to “spoof the fact that it often happens that South Africans, including sports people who have been shown on television, do not know the words to the national anthem”. Since then, Steers has parodied its own advert which can be seen on YouTube as the campaign has finished. The updated advert says: “The only time the everyday awesome meal is not available is when Henry remembers all the words to the national