pportunities come from many dynamics. Listed below are some of the sources that cause industries to change and at the same time provide opportunities for the nimble firm to gain competitive advantages in servicing society within the industry:

• Technology
• Societal views
• Government or regulation
• Taste and preferences
• Demographics - age, income, health, population growth
• Sensitivity to price - normal good or an inferior good
• Customers informed or uniformed about features like quality, safety
• Demand -- is it stable or cyclical

For Chipotle, McDonalds, Starbucks, and Yum. How the environmental dynamic (from the list above) could change the industry? How the company's strength can be used to meet this dynamic in a positive way that benefits both society and the company?What are initial up-front costs that are necessary to get the project up and running and what are the benefits received when the project is operational.