Competitive Analysis of the Industry and Identification of Possible Positioning Strategies for Medium / Small Businesses

n this paper, it is necessary to make a competitive analysis of the industry and identify possible positioning strategies for a medium / small business. This study will analyze the fast-food restaurant market. The problem of this work is as follows: are there any successful positioning strategies for medium / small businesses in the fast food restaurant market, based on the competitive situation in this market. I consider the topic of my work as relevant, because the fast food restaurant market is a fast-growing, developing and changing market. The object of this study is the market of fast food restaurants, the subject is the level of competition in the fast food restaurant market and the positioning strategy of a small / medium-sized company. To successfully complete the study, you must perform several tasks: 1) To get acquainted with the methodology for conducting a competitive analysis of the industry, as well as to determine the main types of positioning strategies; 2) Conduct an analysis of the fast food restaurant market using the Porter model 5 forces in order to determine the main competitive forces and threats of the industry; 3) Conduct a competitive analysis of leading companies in the industry to determine their strengths and weaknesses; 4) Identify several key positioning strategies for a medium / small business. The methodological basis of the WRC is the work of domestic and foreign authors, various articles on selected topics. Information for competitive analysis was mainly found on the official websites of companies, as well as in various Internet sources. The first chapter will present a theoretical overview of positioning strategies, Porter’s 5-force model, and a competitive analysis of the industry. The second chapter will analyze the 5 forces of Porter's fast food restaurants market. There will also be a competitive analysis of 6 major companies representing this market. To obtain more qualitative results, a survey of the target audience of these institutions will be conducted. The third chapter will present possible strategies for positioning a small / medium-sized business in the fast food restaurant market.