Use Aaker Figures 4.1 and 4.3 as your framework Do market/submarket analysis of the fast food industry. Be sure to include analysis of submarkets and the factors affecting market profitability.

Figures 4.3

Using Figure 4.3 Porter's Five-Factor Model

Strategic Analysis

Threat of potential entrants

Threat of substitute products

Bargaining power of suppliers

Bargaining power of Customers

Competition among existing firms

Figure 4.1

Sub-market

Size and growth

Profitability

Cost structure

Distribution System

Market trend

Key success factors

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