@article{oai:bunkyo.repo.nii.ac.jp:00006775,
 author = {横川, 潤},
 issue = {1},
 journal = {文教大学国際学部紀要, Journal of the Faculty of International Studies Bunkyo University},
 month = {2016-07-31},
 note = {Regarding to leader companies in foodservice industry, relationships between their activities
and standard strategy are discussed. The main reason of the decline of sales and popularity of
foodservice in Japan should be due to the failure of leader companies to follow standard strategy.
Examples of McDonald, Skylark Group, Sukiya, and Yoshinoya are shown and discussed in terms of
standard strategy mainly from the view point of Marketing.
First, the major failure of McDonald is considered to be the absence of portfolio management.
The same thing should be discussed for Skylark Group that have been dramatically shifted its
emphasis from Skylark to Gusto. As a result, McDonald can nothing to do with the huge trouble it
faces and Skylark group has given large market to emerging company Sushiro.
However, leader companies still have great advantage to new comers such as Taco Bell in terms
of history and popularity. And from the viewpoint of marketing mix, McDonald has overwhelming
power to Mos burger. Then for the desirable future strategy, the topic of authority is discussed. As
authority is almost same as brand, leader companies should keep or avoid to do damage it.
Next, the competition between Sukiya and Yoshinoya is described. The price oriented competition
should be non fruitful or even harmful. Because leader companies should have responsibility in
maintaining good image of their industry and avoid price competition therefore.
At last, the topic of reduced tax rate is discussed. For the merit of their industry, leader companies
should consider the matter seriously and take immediate action.
Again, every leader company should keep standard strategy for its survival and prosperity. If
they fail to do it, they never hire promising and talented young person. This should be definitely the
fatal problem for the industry.},
 pages = {125--144},
 title = {外食産業のリーダー企業と戦略定石の論考},
 volume = {27},
 year = {}
}