Research

Only available on StudyMode
  • Download(s) : 74
  • Published : December 12, 2012
Open Document
Text Preview
-------------------------------------------------
RESEARCH PROJECT
Prepared for: Prof. Pallavi Rallan

Prepared by: TYBBA – C Roll Nos. 21-25

Date: 10th December 2012

-------------------------------------------------
Topic: What does the youth in India prefer : McDonalds or KFC

Acknowledgement

We are highly indebted to Prof. Pallavi Rallan for her guidance and constant supervision as well as for providing necessary information regarding the project and also for her support in helping us complete this project on time. We would also like to express our gratitude towards our friends for their kind cooperation and encouragement which helped us achieve this project. Lastly, we would like to thank each and every person who took out time and filled our survey and helped us reach the desired results

Table Of Contents

Executive Summary| 3|
Introduction : McDonalds | 4|
Introduction : KFC| 7|
Methods| 11|
Survey Analysis| 12|
Findings & Recommendations| 22|
Bibliography| 23|
Appendix| 24|

Executive Summary

The Indian 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.

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 operational parameters of McDonalds and Kentucky Fried Chicken (KFC) and projects an overview of various factors that differentiate the services of the two food giants. It covers factors like the product variety, customer reach, pricing strategies, hospitality management, customer relationship management. The survey was based on the consumer’s response on their choice between KFC and McDonalds and the basis of their choice was differentiated into various factors. The aim of the report was to find out what do customers prefer McDonalds or KFC . The customer segments that's these two giants covers are large, so we decided to confine it only to the youth aging between 15 - 25

Introduction (McDonalds)

McDonald's opened its doors in India in October 1996. Ever since then, their first family restaurants in Mumbai, Delhi, Pune, Ahmedabad, Vadodara, Ludhiana, Jaipur, Noida Faridabad, Doraha, Manesar and Gurgaon have proceeded to demonstrate, much to the delight of all the customers, what the McDonald's experience is all about. The first ever restaurant opened on 15th April 1955 in Des Plaines, Illinois, U.S.A. Almost 50 years down the line, McDonald’s is the world's largest foodservice system with more than 30,000 restaurants in 100 countries, serving more than 46 million customers every day.

McDonald's India is a joint-venture company managed by Indians. McDonald’s India, a subsidiary of McDonald’s USA, has expanded its presence in India via 2 joint venture companies – Connaught Plaza restaurants and Hard Castle restaurants. McDonald’s (India) has a 50 per cent equity stake each in both joint...
tracking img