internal and external business environment of two fast food giants, McDonald's and KFC. The major sections of the paper include introduction to the companies; the competitive analysis of the fast food industry using five forces model; the Balanced Scorecard and SWOT analysis of the companies; and a set of recommendations in the light of these analyses.

The purpose of this paper is to present an analysis of the Global fast food industry using Michael Porter's Five Forces Model and then evaluate the past, current, and projected performance of two companies from the industry using Balanced Scorecard approach. The paper also presents SWOT analysis of the companies and recommends strategies which can help them in moving forward in the industry in a more competitive and profitable way. The companies selected for this research paper are McDonald's and KFC which are the top market leaders in the Global fast food industry. McDonald's...
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