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Essay / Research Paper Abstract
This 6 page paper is written in twp parts. The first part of the paper explains how a business may be set up as a sole trader, a partnership or a limited company, the differences and the various advantages and disadvantages. The second part of the paper carries out a PEST analyses on the restaurant trade. The bibliography cites 2 sources.
Page Count:
6 pages (~225 words per page)
File: TS14_TErestur.rtf
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Unformatted sample text from the term paper:
restaurant will be immediately recognisable and associated with certain perceptions. Branded restaurants will include McDonalds, Pizza Hut, Harvester, even those aiming for a more up market images such as Garfunkles,
and the more limited scope Maxwells or Hard Rock Cafes. These restaurants have one thing in common with each other, and many other well known shops such as Comet and
Currys, Debenhams, Marks and Spencer and Clintons Card. They are all successfully branded. When we look at the way restaurants are successfully, this will often be reliant on the
branding, regardless of if this is local or national. McDonalds is a clear demonstration of this, young children want top go to the chain, not for the food, but for
the experience. The advertisements do not focus on the food when they are targeted at children, but in the perceptions that they are trying to project to the children, such
as fun and happiness. Branding is seen as key to the success of McDonalds,, for example in the United States alone in $140.7 million was spent in the first quarter
of 1999 on branding (Anonymous, 1999). If we are going to look more closely at branding in the restaurant industry we need first to consider what the aims of branding
are, and how they are achieved. The use of branding is to increase the market share of a company by increasing the recognition and the association with the positive
aspects of the company. These perceptions may be real, or more subjective, they may also be based on the way in which a company seeks to gain a competitive advantage
through differentiations (Porter, 1980). In many instances we can also see how the branding of a product may be able to increase the market share by the way it influences
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