Global fastfood restoranlarının pazar paylarının analiz edilmesi: Türkiye'de McDonalds' örneği

Being successful in global competition conditions makes it imperative for businesses to act with a "consumer-oriented" marketing theory its forms the basis of modern marketing approach. As is known, the global market environment differs from the local marketing environment. To gain a competitive advantage, strategies for marketing mix elements need to be harmonized, considering market characteristics and consumer differences. The success indicator required to be consumer-oriented is to achieve a high level of customer satisfaction and loyalty. Thus, global businesses can expand their global consumer portfolio. Businesses that want to carry and maintain their goals and targets for international markets for a long period of time have to develop successful product and service strategies by taking into account consumer needs and needs. Businesses that want to create loyal and profitable customers should develop innovative product strategies, considering the market differences in which they operate. Fast food, being an integral part of the social sphere, by virtue of its specificity affects the interests of almost all social groups of the population. In market conditions, fast-food is becoming more differentiated, creating various forms of providing its services, adapted to the innovations arising in the consumption of these services. New formats of catering establishments appear. Many of them are based on the network principle of operation, which significantly increases their competitiveness and profitability. The main goal of the dissertation research is to develop a methodology for assessing the effectiveness of the functioning of fast-food enterprises in the world, as well as recommendations for improving their competitiveness in market conditions.