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The slowdown in market growth is also a factor that serves to increase the intensity of rivalry since companies often have to fight over the same customers. Euromonitor indicates in its report that Burger King expects to steal customers from primarily McDonald's as they open new outlets. This. indicates that franchises such as these two are fierce rivals that to a large degree fight over the same customers. The slowdown in emerging markets is also a factor that serves to increase the intensity of competition. Because companies often have to fight over the observation. Euromonitor said in a report that Burger King expects to steal customers from the McDonald's in opening new stores, not the least indication that franchising is like two fierce rivals fighting over each other to a large extent.
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