Marketing Proposal

Topics: Fast food, KFC, Competition Pages: 13 (4552 words) Published: November 20, 2011
Marketing Proposal - Fast Food
House of Kebab
1 Introduction 2
1.1 Company Summary 2
1.2 Company Ownership 3
2 Five Forces Model and Analysis 4
2.1 Barriers To Entry 5
2.2 Supplier Power 8
2.3 Buyer Power 10
2.4 Threat of Substitutes 11
2.4.1 The Threat of Substitutes are High 11
2.5 Rivalry among Existing Firms 12
3 Conclusion 17
House of Kebab is a locally owned fast food outlet that will be positioned as an international franchise through our creative approach to the company's image and detail presentation. House of Kebab will provide a combination of excellent food at value pricing, with fun packaging and atmosphere. House of Kebab is the answer to an increasing demand for kebab and shawarma fast food. In today's highly competitive environment, it is becoming increasingly difficult to differentiate one fast food outlet from another. Our main priority is to establish one outlet in Kuala Lumpur, preferably in one of prominent housing estate. Later, our effort will be a further development of more retail outlets in the surrounding area. House of Kebab will entice youngsters to bring their friends and family with our innovative environment and our main focus will be serving high-quality food at a great value. COMPANY SUMMARY

House of kebab sells specially made shawarma sandwich-like wrap usually composed of shaved lamb, goat, chicken, turkey, beef, or a mixture of meats and kebab which consist of thin slices cut from a cylindrical block of minced and seasoned meat or chicken, eaten in a roll of unleavened bread with fresh salad and sauce. The meat (usually lamb, chicken or beef) is grilled on a vertical, rotating spit. Our store will feature display cooking of our featured Turkish Kebab and Shawarma from cutting to frying. Our customers will also be able to read our in-house brochures in regards to all knowledge about Kebab and our featured sauces. Our store will be decorated with fast food setting, such as a bright counter and display menu on the wall. COMPANY OWNERSHIP

House of Kebab is a privately held company. It will be registered as a Limited company, with ownership 25% - Sarawanan, 25% - Mahendran, 25% - Che Rosmawati and 25% - Emmanuel. To succeed in this business we:

• Create a unique, innovative, entertaining menu that will differentiate us from the rest of the competition. • Control costs at all times, in all areas and implement a conservative approach to growth policy. Although, we provide more than enough fund to open more than one outlet, we want to be on the safe side of the business. • Sell the products that are of the highest quality, as well as keeping the customers happy with all of our product categories from food to store merchandising. • Provide 100% satisfaction to our customers and maintaining the level of excellent services among other competitors. • Encourage the two most important values in fast food business: brand and image, as these two ingredients is a couple of main drivers in marketing communications. • Promote good values of company culture and business philosophy. Moreover, a Porter’s 5 forces model was used to analyze the business further. FIVE FORCES

The fast-food industry includes group of companies that are offering different products and services, which satisfy customers’ needs. These products and services might be considered as close substitutes for each other. Therefore, the critical task of managers is to analyze the competitive forces in the industry’s environment in order to identify the threats and opportunities that the firm can protect or get benefit from. Porter’s five forces model helps manager to identify and analyze the competitive force within the industry. This model stated that the increase in the strength of a particular force limits and reduces the ability of established companies to increase their prices and earn more profits. By using this model, managers would be able to identify new opportunities or threats that might...
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