Scott's, well-known for Kentucky Fried Chicken, is considering entering the pizza business. The corporate strategist has identified the two most attractive alternatives which he sees as strategically inconsistent: an acquisition would allow the company to penetrate the pizza market quickly with a minimum of innovative development; locating pizza outlets on company-owned land already occupied by Kentucky Fried Chicken stores would make a great use of existing corporate assets. In his recommendations to the Board of Directors, he needs to consider the results of a consumer survey as well as the company's strengths and weaknesses. Two follow-up cases are available Scott's Restaurants (B) and Scott's Restaurants (C).
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