Table of Contents:

1) Executive Summary ………………………………………………P.2
2) Industry Structure Analysis ………………………………………P.2
3) Five Force Model ………………………………………………….P.3
4) Comparative industry structure analyses ……………………….P.5
5) Critical Success Factors Now ...……………………………..……P.5
6) Critical Success Factors in Future...………………………..…….P.7
7) Conclusion …………………………………………………………P.8
6) Appendix ………… ………………………………………………..P.9

Executive Summary:
Hong Kong is a city in which efficiency and speed are demanded and expected. This living style affected the eating habits of Hong Kong people. People tends to dinning out and are more interested in prepared food which can be served quickly or allow them to take away in order to saving time, fast
The threat of entry is moderate, but supplier power is relatively low. Overall, it suggests only a moderately attractive industry to invest in.

Key Success Factors :

To success in the fast food market, investors should have to identify factors to be success and how these factors are changing now. To competing with other catering services, there are some factors drives the fast food industry to success.

Advertising:

The fast food industries invest a lot in making massive advertising and marketing efforts., it is hardly to see the news of the fast food restaurant through television adverting and newspapers where provide a platform to raise the awareness of fast food phenomenon and their core values toward Hong Kong customers, especially among target customers. For example, café de Carol fulfill our motto of “A Hundred Points of Excellence”, McDonalds’ core value of ”I’m Lovin It”. Also, they conduct in depth research to understand the taste to meet the changing needs of customers. Those help in building strong brand image and customers loyalty.

Social Factor:

Because of the busy and rush life style, Hong Kong people nowadays tend to eat out instead of eating at home. Average household spent 56 percent of their food budget on dinning out. According to a report in 1991, 90 percent of the population dined out at least once a week and most of them visiting fast