1. What are the emerging sub-markets in the fast food industry? What are the alternative responses available to McDonald’s, assuming that it wants to stay relevant to customers interested in healthier eating
2. Identify markets in which actual sales growth was less than expected. Why was that the case? What would you say was the most important reason why the bottom fell out of the dot-com boom? Why did all the B2B sites emerge and why did they collapse so suddenly?
3. Pick a company or brand/business on which to focus. What are the emerging sub-markets? What are the trends? What are the strategic implications of the sub-markets and trends for the major players?
4. Choose a market or sub-market on which to focus, and discuss the expected profitability for participants in that market using Porter’s five forces model. Which of the five forces make this a good market to participate in? Which forces make it a bad one? Are there any important aspects of the market that you don’t think the five forces model captures?
5.Choose a market or sub-market on which to focus, and identify a current trend in that market. Why do you think it is a real trend and not a fad? What are the drivers of the trend’s future growth? What uncertainties might affect your forecast? Can you identify another current trend in the same market that you think is actually a fad?
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