...performance. (Keller & Kotler, 2010:168-169). The researcher will find out the weaknesses, threats, opportunities and strengths. 3. Importance/Advantages Eliminating or overcoming the weaknesses and minimizing the threats marketing analysis like SWOT analysis will lead to operational excellence of an organization. Internal capabilities like strengths help to reach its objectives. (Keller & Kotler, 2010:169-170). 4. Purpose of the Research 1. To gather primary ideas about KFC as a fast food company serving in Bangladesh. 2. To understand the strengths and weakness of the products and services of KFC. 3. To understand the influencing factors like Growth Opportunities & Threats of KFC. 5. Company overview KFC in Bangladesh: Transcom Foods Limited (TFL) started its journey in 2003 as a franchisee of Pizza Hut, the first International Chain Restaurant in Bangladesh, and went on to sign the contract to be come the franchisee of Kentucky Fried Chicken (KFC) in the year 2006. Both Pizza Hut and KFC are subsidiaries of the world’s largest restaurant...
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...equity of the fast food chains operating in Karachi. The selected fast food chains for the purpose of this research were KFC, McDonalds, Subway and Mr. Burger. A closed ended questionnaire based on a liker rating scale was developed. The questionnaire was based on literature survey, and the theoretical framework. The field survey was carried out in October 2004. The final sample size was of 83 respondents. The brand equity of KFC with the mean of 3.95 was highest and the brand equity of Mr. Burger with a mean of 3.13 was lowest. The respondents’ opinions varied normally with standard deviation of 0.69 to 1.02. The developed hypotheses were tested through one way and two- way ANOVA. Subway and Mr. Burger have adopted a niche-focused strategy and it was found that they both are doing well in their respective areas. KFC was found to be the leading brand. McDonalds has to improve a lot in terms of brand image and positioning. It is one of the most marketed and advertised fast food brands in the country and it has not been successful as shown by its relatively low brand equity score. i. Objective of Study The objective of this study is to measure consumers’ perception on the brand equity of the fast food chains operating in Karachi. The selected fast food chains for the purpose of this research are KFC, McDonalds, Subway and Mr. Burger. II. Literature Survey An Overview Brand is a powerful concept as it blends performance – based values with emotional...
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...Branding and Consumer behavior of McDonalds and KFC Introduction and Background to the research The UK fast-food market is worth an estimated £7.82 billion annually (Keynote, 2003), amounting to an average expense of £20/month per adult (McDonald, 2003). Due to busier consumer lifestyles and dual-working families with children, emphasis is increasingly being placed on quick meal solutions (Atkins and Bowler, 2001). This has resulted in a market growth of 19 per cent in fast food since 1998 (Keynote, 2003). UK consumers tend to regard convenience and wholesomeness as polar opposites, rather than a complementary type of food value (Jack et al., 1998). The factor of choice is characteristically broad in UK, owing to the willingness of the British to adapt to new styles of eating and drinking from all over the world. Portuguese chicken, Japanese sushi and Spanish tapas have joined the more traditional curry houses and French or Italian restaurants found in most British towns. However, the most traditional British venue - the local pub or hotel - still has the highest sector share of formal, sit-down restaurant meals. These results do not include the fast food such as burgers and fried chicken. On the other hand, other distinct concepts include pizza, curry and roadside restaurants. Background of KFC and McDonalds McDonalds is the world’s largest chain of hamburger fast food restaurants, serving more than 58 million customers daily. McDonald’s headquarters is located in Oak Brook...
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...between KFC and McDonalds Executive Summary With the increase in spending capacity of Indian middle class society, the mind set of consumers have changed in relation to recreational activities. More frequently people have started to move out to eat, this has created scope for many fast food chains. But along with that it has also created competition among different food chains. Hence each and everyone plays a major role in attracting customers. The trend can be seen by the increasing number of food chains. That is why this topic was chosen for further study as this particular industry is fast becoming very competitive. Our project comprises of comparison between KFC and McDonald’s, and the various factors that could affect the same. We have tried to do a holistic study of what these factors could be, and how would they affect the perception of consumers regarding these two brands. Objectives of our Research: * Comparative perception of KFC vis-à-vis McDonald’s * Check whether the perception of males and females differ for these brands with regard to price, taste, quality and other such features * Check whether the perception of people from different regions differ for these brands with regard to price, taste, quality and other such features * Suggestions for improvements for KFC and McDonald’s Tool used for collecting data: Information collected by way of questionnaire. Techniques used for Evaluation: * Comparative perception of KFC vis-à-vis...
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...planning and decision making on an enterprise-wide basis, Therefore it allows each department to share information and communicate which greatly benefit for a more productive and effective business flow. ERP is one of the newest Information Technology System which is implemented on all KFC Restaurants around the world which is used to analyze and integrates all of business processes. Enhancing the customer relationship is one of the main features coming under the core objectives of every ERP system, the newest web-based system enables quick generation of inventory, sales and revenue report which is very effective for every QSR Restaurants including KFC. There are various modules in ERP system including Finance, Human Resource Management, Manufacturing, Project Management etc. KFC is a major quick serving restaurant (QSR) with stores located in 109 countries and territories around the world and serves over 12 million customers every day generating nearly $10 billion a year, Founded by Col. Harland Sanders and based in Louisville, Kentucky USA, it is now the world’s most popular chicken restaurant fast food chain specialized in Original Recipe, Hot and Crispy Chicken and freshly made chicken sandwiches. KFC is part of Yum! Brands, Inc., the world’s largest restaurant company in terms of system restaurants with more than 36, 000 locations around the world which implement ERP system on their everyday business transactions. Basis for Success KFC’s success is owed much to the vision and...
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...Table of Contents Introduction 2 Research Question 3 Research objectives 3 Literature Review 3 Research Methodology 6 Research Philosophy 6 Data Sources 7 Research Tools 7 Sampling Methodology 8 Logistical and Ethical Consideration 8 Expected Outcomes 8 Planned Timetable 9 Conclusion 9 References 10 Introduction South Asia accounts for over 17 percent of the total world’s population. Although, there are varying definitions of the South Asian region, for the purposes for this research, the focus would be on three countries which are Pakistan, India and Sri Lanka. India, the second most populous country in the world and the tenth largest economy is expected to bypass the US economy by in the next three decades along with Germany, Italy, France and other economic giants. Pakistan, the sixth most populous country of the world with a population of 180 million people out of which 65 percent are between the ages of 18-35, represents great potential of a highly skilled workforce (Bhattacharya, pp. 41-45, 2009). Bangladesh, the ninth most populous country of the world has shown great economic growth and human development over the past few years thus offering great prospects for economic growth (Harwood & International Finance Corporation. pp. 45-49, 2010). Important here to note is that these three countries are a part of the Next Eleven (N11) nations, selected by Goldman Sachs Investment Bank that are believed to the...
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...CHAPTER 1: 1.1 Introduction Strong brand equity had become a very important factor that influences consumer’s perceptions of a brand. Success in brand management arises from understanding and managing brand equity correctly to produce strong attributes that will influence consumers when making their choices. The research focused on the importance of these dimensions (brand awareness, brand loyalty, brand image and perceived quality) of customer-based brand equity on consumer’s perceptions of a brand. This was based on the assumption that all these dimensions of customer based-brand equity will have influence on consumer’s perceptions of brand. However, the thesis aimed to find out which among three dimensions (brand image, brand loyalty and perceived quality) appear to have the least brand equity in both restaurants and to find out if customer perception is met with respect to each attribute of brand awareness, brand image, perceived quality and brand loyalty. Brand awareness was treated separately from other dimensions because of the difference in scale. A structured questionnaire was constructed to provide answers to our research question. In this study, a number of questionnaires were distributed, but only sixteen useable questionnaires were realized. The study surveyed four dimensions of consumer’s based-brand equity namely brand awareness, brand image, perceived quality and brand loyalty. Among the three dimensions, brand loyalty appears to have the least brand equity...
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...The impact of mobile marketing to make the customers loyal - a case study of KFC 1.0 Introduction: Mobile marketing has moved the customer to involve and loyal to the organization to create the next level of business opportunities. The consumers are likely to be carrying their mobile devices with them in a standby state, they are more likely to receive and absorb the message on the spot. According to (), advertisements for restaurants and food boast the highest response rates of all SMS advertising. On average, 16 % of those receiving an advert for a restaurant are likely to respond, while 13 % of those receiving an offer for food – such as a grocery coupon – will show interest. According to Nic Covey, Nielsen Mobile’s Director of Insights, Nielsen finds that 13 % of mobile users both recall and respond to mobile ads. In terms of methods of response: 25 % of mobile ad respondents sent an SMS message 13 % sent an MMS (picture SMS) 11 % sent an email 9 % visited a Web or mobile site 7 % responded to click-to-call According to MediaPost.com notes that: “Encouragingly, among those who did not recall or respond to mobile ads, only 10 % cited privacy concerns as their reason for not responding. Just 2 % said their data connection was too slow.” Recent study shows that over 50% of the chain restaurants have website optimized for mobile device. This study will assess the effectiveness of the mobile marketing over customer loyalty to the organization. The customer organization...
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...Knowledge Gap between the Vendors and Customers: A Comprehensive Study on the Fast Food Outlets of Basundhara City Food Court and their Customers Abstract In most of the business, there is always a possibility of the existence of knowledge gap between the business owners and their customers. Like any other business, the growing fast food industry in Bangladesh might be facing this problem. If the fast food vendors do not have proper idea about the expectations of the customers, they are less likely to satisfy them by providing what they need. Therefore, this research aims to identify if there any knowledge gap exists between the Basundahra City food court vendors’ perception the about customer deciding and satisfying factors and the actual factors considered by the customers and their actual effects in the industry. Necessary data will be collected using questionnaires and secondary data will be used as well for analyses which will include hypothesis testing and correlation. Introduction & Background The fast food industry started in early 90’s in Bangladesh. Worldwide, the customer base of fast food stores is the usually almost its total population but in Bangladesh, the younger generation and the growing middle class have been the main customers of this new tremd. After starting the first fast food shops at Bailey Road, the industry has spreaded exponentially over the city opening thousands of stores. The fast food industry has around Tk. 8.0 million ...
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...Mutah University ------------------------------------------------- “Effects of viral marketing on fast food restaurants customers’ satisfaction” Done by: - Ala Momani. - Saif Obidat. - Ala'a Al-qadi. Supervisor: Dr. Malek Al-Majali Index Subject | Page | Chapter 1 | | 1.1 Introduction | 3 | 1.2 Study statement | 4 | 1.3 Study questions | 4 | 1.4 Objectives. | 4 | Chapter 2 | | 2.1 Literature study | 5 | 2.2 Previous studies | 6 | 2.2.1 Measure of viral marketing impact on purchasing decision. | 6 | 2.2.2 Determinants of Customer Satisfaction in Fast Food Industry. | 6 | 2.2.3 The Viral makes you aware -How is brand association affected by viral marketing through individual networks? | 7 | 2.3 Fast food restaurants firms’ effort in social media | 7 | 2.4 Dimensions of viral marketing affecting customers’ satisfaction. | 10 | 2.4.1 Promotion | 10 | 2.4.2 Brand Awareness | 10 | 2.4.3 The Brand Trust | 12 | 2.4.4 Brand Association | 14 | Chapter 3 | | 3.1 Conceptual Model and Hypotheses | 15 | references | 16 | Chapter 1 1.1 Introduction Viral marketing is becoming a key instrument in marketing strategies now days, used by a lot of firms to achieve there goals. viral marketing uses the instincts of humans to communicate share knowledge and socialize with each other , due to the wide spread of the...
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...DEPARTMENT OF MARKETING STUDIES AND INTERNATIONAL MARKETING University of Chittagong An assignment of MARKETING RESEARCH Course no: 402 Submitted To: Mr.Sagib Kumar Ghosh Assistant professor Department of Marketing Studies and International Marketing University of Chittagong Date of Submission: 08/03/2015 Submitted by Member’s Name | ID | Farah Salsabil Faria | 10304069 | Md. Mehedi Hasan | 10304100 | Md. Saiful Islam | 10304065 | Sanjida Akter | 10304038 | Rifat Fouzia Rifa | 10304093 | S.M Zia Uddin | 10304017 | Md. Saidur Islam | 10304111 | Md. Ariful Islam | 10304043 | Md. Munsurul Islam | 10304054 | Ruma Chukraborty | 10304027 | Mukta bhattacharjee | 10304086 | Israt Jahan Lipy | 10304101 | Sharmin Akter | 10304116 | Syed Mahamodul Hasan | 10304050 | Acknowledgment With great pleasure we are now in the position to present our assignment. First of all we would like to thank Almighty ALLAH for giving us the strength, spirit & enthusiasm to accomplish this assignment. We express our heartfelt gratitude & thanks to our honorable course instructor Mr. sagib kumar ghosh for inspiring & assigning us with such an interesting as well as educative topic for this assignment. This has been a worthwhile experience as we got to learn many new things regarding measuring customer satisfaction with technological...
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...Abstract The fast food industry is on in an upward trend. The demand itself is growing each year as it offers an easy, delicious and time saving way to grab a bite. With the hectic lifestyle nowadays, it is no surprise that more people tend to eating-out in fast food restaurants. Thus, fast food restaurants are competing among each other, advertising their brands in order to attract customers. As the customers now have a huge range of fast food patterns and restaurants to choose, local fast food restaurants have to be sensitive in current demand and be innovative to ensure they meet their customer satisfaction. This research will focus only on service quality as a factor influencing customer’s satisfactions. The aim is to do an investigation about the service quality and customer satisfaction at A&W restaurant, Seksyen 7, Shah Alam. Using 5 SERVQUAL instruments, questionnaires will be designed and distributed to respondents. The findings will create awareness of service quality and customer satisfaction, thus help to develop future marketing strategy. 1.0 Introduction 1.1 Fast Food Industry The fast food industry is also known as Quick Service Restaurants (QSR). As its name suggests, fast food is any food that can be prepared and served within a short span of time. That being said, the concept encompasses all those restaurants and stores which sell or serve preheated or precooked food items to its customers (www.buzzle.com/articles/fast-food-industry.html) According to...
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...authentic. Certificate PARAMVEER ACKNOWLEDGEMENT With profound sense of gratitude and regard, I express my sincere thanks to my guide and mentor Mr.PARAMVEER, for his valuable guidance and the confidence he instilled in me, that helped me in the successful completion of this project report. Without his help, this project would have been a distant affair. His thorough understanding of the subject and professional guidance was indeed of immense help to me. Also, this acknowledgement would remain incomplete without thanking the staff of KFC(RAJOURI GARDEN), New Delhi for their whole-hearted and kind co-operation. I am also greatly thankful to the faculty members of our institute who co-operated with me and gave me their valuable time. Acknowledgement ROHIT AHUJA Introduction of Company KFC Corporation, based in Louisville, Kentucky, is the world’s most popular chicken restaurant chain, specializing in Original Recipe ®, Extra Crispy TM, and Colonel’s Crispy Strips® chicken with home style sides and five new freshly made sandwiches. Every day, nearly eight million customers are served around the world. KFC’s menu everywhere includes Original Recipe® chicken—made with the same great taste Colonel Harland Sanders created more than a half-century ago. Customers around the globe also enjoy more than 300 other products—from a Chunky Chicken Pot Pie...
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...The Goal of MacDonald Fast Food Restaurant and the Strategy Adopted to Achieve the Goal Abstract: The successful implementation of business strategy is quite visible throughout the establishment and management of MacDonald’s fast food business. In this project, I will discuss strategies linked to the external environment and structure of the business. The project has been organized in the following manner: First, the introduction to MacDonald’s success. Second, I will examine some specific strategies that were adopted by MacDonald’s and how the strategies fitted the structure in place. In furtherance, I will examine why MacDonald’s selected the strategies in response to the dynamic external environment. Finally, the concluding statement will contain a summing up of approaches in achieving the business strategic goals. Keywords: Approaches, MacDonald’s structure, strategies, Quality, speed, Cost Background McDonald’s is a well known fast food restaurant in 119 Countries around the World. The business was established in the year 1940 by two brothers Richard and Maurice McDonald at 1398 North E street at West 14th street in San Bernardino, California. They are well known on the fast food market for hamburgers as well as branding. The business was established after Dick and Mac re-locating their hotdog stand from Monrovia Airport to San Bernadino. Speedee Service System was adopted in 1948 when they (Dick and Mac) realised that hamburger was the most popular product among...
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...BBA Hons ) Registration # 1711 ² 306055 ( BBA 11th ) Preston University Peshawar Session : 2006 ² 2010 II Project Report On CD Page III Approval Sheet Vice Chancellor : ______________________ Prof.Dr.Anwar Hassan Internal Supervisor : ______________________ Prof.Dr.Zain Yousafzai External Supervisor : __________________ Department of Business Administration Preston University Peshawar IV Preface This report focus on KFC marketing strategies, its marketing environment , demographic factor ,marketing factors. I designed a report to provide a brief description about its marketing mix & its major competitors in Pakistan. We also discuss four P·s of marketing & their marketing tools. In addition to it, this report includes a research base survey on KFC. We all have tried our level best to fulfill all the requirements mentioned to us. Now its depend upon the reader to read it carefully and understand what we want to communicate. This report provides a brief knowledge about KFC in Pakistan. _____________________________________________________ V Acknowledgement With profound sense of gratitude and regard, I express my sincere thanks to my guide and mentor Prof.Dr.Zain for his valuable guidance and the confidence he instilled in me, that helped me in the successful completion of this project...
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