Fast Food industry
1
TERM PAPER REPORT SUBMITTED TOWARDS THE PARTIAL FULFILMENT OF
POST GRADUATE DEGREE IN INTERNATIONAL BUSINESS
COMPARATIVE ANALYSIS OF MCDONALDS AND KFC
SUBMITTED BY
YASMITA HOTA-A1802010291
VARUN SHARMA-A1802010058
Section-F
2
TABLE OF CONTENTS
CHAPTER
SUBJECT
NO.
PAGE
NO.
1
Executive Summary
3
2
Introduction
4
a. Objectives
5
3
Company Profile
6
4
Survey Analysis
31
5
Conclusions and Recommendations
33
6
Bibliography
34
7
Annexure
35
3
EXECUTIVE SUMMARY
The international market is flooded with various sectors and industries that involve products of daily as well as occasional use for the consumers. The use of the products can vary from industrial purpose to private consumption. One such thriving industry in the modern world is the food and beverage industry. Food and beverage industry combined with the hospitality sector makes up one of the most attractive target sectors for multi-national corporations. The concept evolved from the very first diners in the late 18th century, when the world realized the concept of paid dining experience. Now, the world cannot live without the taste of a McAloo Tikki or the zing of a Zinger. The bottom line being that the order-to-eat MNCs have taken over the market like ants on a corpse, gobbling up every ounce of it.
This sector has slowly covered all income groups of consumers and has targeted to achieve a market share of the highest percentage and the ever increasing competition is resulting in more profitable options for the consumers.
The consumers are being served with a range of food and beverages to relish on catering every style of taste and preferences. With growing competition the food giants have take their services to a higher level with better decreased serving time, value for money prices and changing specialties in their products. The following report is a comparative analysis of the
TERM PAPER REPORT SUBMITTED TOWARDS THE PARTIAL FULFILMENT OF
POST GRADUATE DEGREE IN INTERNATIONAL BUSINESS
COMPARATIVE ANALYSIS OF MCDONALDS AND KFC
SUBMITTED BY
YASMITA HOTA-A1802010291
VARUN SHARMA-A1802010058
Section-F
2
TABLE OF CONTENTS
CHAPTER
SUBJECT
NO.
PAGE
NO.
1
Executive Summary
3
2
Introduction
4
a. Objectives
5
3
Company Profile
6
4
Survey Analysis
31
5
Conclusions and Recommendations
33
6
Bibliography
34
7
Annexure
35
3
EXECUTIVE SUMMARY
The international market is flooded with various sectors and industries that involve products of daily as well as occasional use for the consumers. The use of the products can vary from industrial purpose to private consumption. One such thriving industry in the modern world is the food and beverage industry. Food and beverage industry combined with the hospitality sector makes up one of the most attractive target sectors for multi-national corporations. The concept evolved from the very first diners in the late 18th century, when the world realized the concept of paid dining experience. Now, the world cannot live without the taste of a McAloo Tikki or the zing of a Zinger. The bottom line being that the order-to-eat MNCs have taken over the market like ants on a corpse, gobbling up every ounce of it.
This sector has slowly covered all income groups of consumers and has targeted to achieve a market share of the highest percentage and the ever increasing competition is resulting in more profitable options for the consumers.
The consumers are being served with a range of food and beverages to relish on catering every style of taste and preferences. With growing competition the food giants have take their services to a higher level with better decreased serving time, value for money prices and changing specialties in their products. The following report is a comparative analysis of the
References: Eric Scholloser : Fast Food Nation, 2001 Jae K Michael Armstrong : Strategic Human Resources Management, 2006 Philip Kotler, Kevin Lane Keller : Marketing Management, 2008 http://www.emeraldinsight.com/journals.htm?articleid=1463922 J Lu - International Communication Gazette, 2010 - gaz.sagepub.com