Exercise – Generic Strategies

Generic Strategies – Michael Porter (1980)

Consider the global market for restaurants. Place the following restaurants onto the Generic Strategies matrix.

Generic Strategies

  • McDonalds (Global Brand).
  • Chick King (lesser known chicken restaruant).
  • KFC (global brand).
  • Burger King (global brand).
  • Woodies Restaurant Chichester, UK (small but popular restaurant).
  • Denny’s or Little Chef (national chain of identicle restaurants.
  • MGM Hotel Restaurant, Las Vegas (huge brand, single mega hotel).
  • Subway (growing ‘sub’ sandwich brand).
  • A deli in New York (small but popular deli).
  • A hot dog stand in a New York street (cheap but low quality).