Table of Contents
1. Introduction 4
1.1 Eddie Rockets History 5
1.2 Services: 7
1.3 Products: 8
Introduction to section 2 9
2.1 Mission 9
2.2 Values 9
2.3 Vision 10
3. The External Environment 11
3.1 Political 12
3.2 Economic 13
3.3 Sociocultural Environment 14
3.4 Technological Environment 15
3.5 Environmental Environment. 16
3.6 Legal Environment 17
3.7 Porter’s Five Forces. 20
4. Internal Environment 25
5. Strategy Being Pursued 28
5.1 Differentiation Strategy 28
5.2 Importance of perceived value 29
5.3 Signalling value 30
5.4 When does a differentiation strategy work best? 30
5.5 When a differentiation strategy does work best. 31
5.6 Pitfalls of Differentiation Strategies. 32
6.Future Direction 33
6.1 Drive Thru 33
6.2 Advertising 34
6.3 Early Bird 35
6.4 Expansion to Other Countries 35
7. Conclusion 37
References 38

Executive Summary
Throughout this report we will go into detail on the company of Eddie Rockets. We look at how the company is run. The first aspect of the company we will look is the history of Eddie Rockets and how it was founded. Within this section we will also look at the services and products that Eddie Rockets provides. We will go into detail about the services, by talking about Eddie Rockets on wheels and Eddie Rockets shakes business which they have expanded too.
In the second section we will speak about the mission, values and vision the company has, in which the company the Eddie Rockets have stated. Their mission, values and vision are important to the company as they wish to accomplish what they have stated.
We will then talk about the external environment. This is vital section within the business. We will look at P.E.S.T.E.L and the five forces. Within P.E.S.T.E.L there are six different aspects which are political, economic, sociocultural, technology, environment and law. Each of these