MHE CA.

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Competition is at the center of business. It's also at the center of many things like the Olympics which
includes the 100 meter dash. Let's consider Usain Bolt a Jamaican sprinter. He likely thought he was
a pretty good runner growing up. But how is he to know that he was good unless he trained against
other runners and compared his performances against their times.

Only through comparison could bolt know how good or not he truly was by the 2008 Summer
Olympics Bolt had gained a competitive advantage due to the combination of his physical gifts and
his hard training his competitive advantage was evidenced by the fact that he beat the competition in
the 100 meter dash which earned him a gold medal and the title fastest man alive. While bolt clearly
had the win it was anyone's race to claim second place among the close pack of runners that followed
him all of whom were performing at a similar level. These runners were in competitive parity with each
other. Bolt's competitive advantage extended to the 200 meter dash where he also won gold
becoming the first man in Olympic history to win gold in both the 100 meter and the 200 meter races.

Bolt continued to train hard to improve his speed and running ability. The sustainability of his
competitive advantage was demonstrated in the 2012 Summer Olympics when he again won gold
medals in the same two races

Competitive advantage in the business world can be measured in various ways such as profitability or
market share.

Let's use market share to look at the fast food industry. McDonald's is the Usain Bolt of the fast food
industry with a fifteen point four percent market share.

The closest competitor Yum Brands which operates Taco Bell and Pizza Hut only has an eight point
seven percent market share. Subway Wendy's and Burger King all have competitive parity at the 5
percent range.

Carl's Junior would be demonstrating a competitive disadvantage with about 1 1/2 to 1 percent
market share.