When McDonald's failed to realize that Applebee's and Chili's were providing products that met consumers' needs for a quick, tasty, and convenient meal, McDonald's failed to consider its ________.
A) marketing mix
B) mass customization
C) direct competition
D) indirect competition
E) competitive advantage

Question

Quizplus · Accepted Answer

McDonald's failed to consider its indirect competition, which includes businesses offering different products or services that satisfy the same consumer needs. In this case, Applebee's and Chili's, though not fast-food chains, were meeting the same needs for quick, tasty, and convenient meals, thus indirectly competing with McDonald's.

When McDonald's Failed to Realize That Applebee's and Chili's Were