Macdonalds vs Kfc

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MARKETING STRATEGIES OF

MCDONALDS
VS
KFC

DISSERTATION AMITY SCHOOL OF BUSINESS
NOIDA UP

SUBMITTED TO SUBMITTED BY
PRIYANKA. A. SINGHADITYA DHEER
LECTURER,ASBBBA (M&S)-2
AMITY UNIVERSITY,NOIDA. A3914708029

ACKNOWLEDGEMENT

I would like to express my gratitude to my institution AMITY SCHOOL OF BUSINESS (ASB) for giving me the permission to choose my topic for the dissertation in MARKETING STRATEGIES OF MCDONALDS VS KFC.

I express my thanks & gratitude to my faculty guide who has managed to get some time out of her busy schedule & helped me with my dissertation report.I firmly believe that without her commitment & support this report would not have been completed.In this regard I am extremely grateful to my faculty guide * PRIYANKA .A.SINGH (LECTURER) AMITY NOIDA.

ABSTRACT

This dissertation report entitled “MARKETING STRATEGIES OF MCDONALDS VS KFC” is undertaken as a partial completion for my BBA(MKT & SALES) course in AMITY SCHOOL OF BUSINESS (ASB) in NOIDA UP. Mcdonalds is the world’s largest chain of hamburger fast food restaurants,serving more than 58 million customers daily.Mcdonalds primarily sells hamburgers,cheeseburgers,chicken products,French fries,breakfast items,soft drinks,shakes & desserts.The business began in 1940 with a restaurant opened by brothers Richard & Maurice Mcdonald in san Bernardino,California.The first Mcdonalds restaurants were opened in United states,Canada,Costa rica,Japan,Netherlands,Germany,Australia,France & Sweden.

Kfc is a chain of fast food restaurants based in Louisville,Kentucky in the United states.Kfc primarily sells chicken pieces,wraps,salads & sandwiches,while its primary focus is fried chicken.Kfc also offers a line grilled & roasted chicken products & desserts.Outside north America,kfc offers beef based products such as hamburgers or kebabs,pork based products such as ribs & other regional fare.Kfc was founded by colonel Harland sanders in 1952.

OBJECTIVE

The main objective of Mcdonalds are as follows:-

* To serve good food in a friendly & fun environment. * To be a socially responsible company.
* To provide good returns to its share holders.
* To provide its customers with food of high standard,quick service & value for money. * The company vision is to be the uk’s best quick service restaurants experience. * The company is committed to maintaining & developing the best food products in the quick service restaurants market. * Committment to food safety & nutrition.

* To have biggest market share.
* To expand its business & be more popular worldwide. * To increase variety on their menu list.
* To make its customers happy
* To have polite employees
* To beat its rivals such as KFC,Pizza hut,Subway.

The main objectives of KFC are as follows:-

* To sell chicken & other products to its customers.
* To gain money so that they could buy food.
* To be more popular than other fast food chains.
* To expand its business & be more popular worldwide. * To make more profit.
* To have polite employees.
* To make their customers happy.
* To increase variety on their menu list.
* To make their service faster & friendlier.
* To sell high quality products.
* To have biggest market share.
* To beat its competitors like Mcdonalds,Pizza hut,Subway.

CONTENTS

OBJECTIVE.........................................................................(4) INTRODUCTION.................................................................(7) * BRIEF ABOUT MCDONALDS & KFC...................(8)

* PRODUCTS OF MCDONALDS & KFC.................(10)
* MARKETING MIX OF MCDONALDS & KFC.........(12)
*...
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