The project deals with the introduction of hot dog cart business in United Kingdom. In the first part of the project an introduction of the concept of the business has been given. The next portion of the project continues with the industry analysis of the UK fast food industry followed by the SWOT Analysis of the business. Then the strategies which should be implemented in the new market have been suggested to the business using porter’s generic strategy and Ansoff’s matrix. The business has been recommended to follow cost leadership strategy in order to implement the growth strategy of market extension. Finally, a proper marketing mix has been suggested to the company in order to achieve competitive advantage in UK fast food industry.
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