Kfc vs Mcdonald's in Shanghai
Table of Contents
1.0 Executive Summary
2.0 Situation Analysis
2.1 Market Summary
2.1.1 Market Demographics
2.1.2 Market Needs
2.1.3 Market Trends
2.1.4 Market Growth
2.2 SWOT Analysis
2.2.1 Strengths
2.2.2 Weaknesses
2.2.3 Opportunities
2.2.4 Threats
2.3 Competition
2.4 Products Offered
2.5 Keys to success
2.6 Critical Issues
3.0 Marketing Strategy
3.1 Mission
3.2 Marketing Objectives
3.3 Financial Objectives
3.4 Target Markets
3.5 Positioning
3.6 Strategies
3.7 Marketing Mix
3.8 Marketing Research
4.0 Financials
5.0 Controls
5.1 Marketing Organization
5.2 Contingency Planning
1.0 Executive Summary
The fast-food market in Shanghai has become very competitive with the existence of both Western and Chinese cuisine oriented restaurants. KFC and McDonald’s are the top two most popular western fast-food brands among many other restaurants, including some domestic brands of Chinese fast-food which copied the Western service model. Consumers in Shanghai are giving importance to food, service, environment, price, convenience, brand and promotion in evaluating fast-food restaurants. There are some similarities and differences between KFC and McDonald’s in Shanghai, which are highlighted through this case study. New product development, clean environment, innovative entertainment facilities, efficient service, competitive pricing, promotional activities and demand fluctuations are some of the comparison criteria’s taken into consideration. The consumers range from all age group from children to older people with mainly a high percentage in young adults. Each of the target consumer group has their preferences and behaviors, which need to be analyzed and paid attention to accordingly. In order for future developments, KFC and McDonald’s have to plan to maximize the volume of customers and eventually increase their profits.
2.0 Situation Analysis
In Shanghai, the fast food market is growing rapidly. In this competitive
1.0 Executive Summary
2.0 Situation Analysis
2.1 Market Summary
2.1.1 Market Demographics
2.1.2 Market Needs
2.1.3 Market Trends
2.1.4 Market Growth
2.2 SWOT Analysis
2.2.1 Strengths
2.2.2 Weaknesses
2.2.3 Opportunities
2.2.4 Threats
2.3 Competition
2.4 Products Offered
2.5 Keys to success
2.6 Critical Issues
3.0 Marketing Strategy
3.1 Mission
3.2 Marketing Objectives
3.3 Financial Objectives
3.4 Target Markets
3.5 Positioning
3.6 Strategies
3.7 Marketing Mix
3.8 Marketing Research
4.0 Financials
5.0 Controls
5.1 Marketing Organization
5.2 Contingency Planning
1.0 Executive Summary
The fast-food market in Shanghai has become very competitive with the existence of both Western and Chinese cuisine oriented restaurants. KFC and McDonald’s are the top two most popular western fast-food brands among many other restaurants, including some domestic brands of Chinese fast-food which copied the Western service model. Consumers in Shanghai are giving importance to food, service, environment, price, convenience, brand and promotion in evaluating fast-food restaurants. There are some similarities and differences between KFC and McDonald’s in Shanghai, which are highlighted through this case study. New product development, clean environment, innovative entertainment facilities, efficient service, competitive pricing, promotional activities and demand fluctuations are some of the comparison criteria’s taken into consideration. The consumers range from all age group from children to older people with mainly a high percentage in young adults. Each of the target consumer group has their preferences and behaviors, which need to be analyzed and paid attention to accordingly. In order for future developments, KFC and McDonald’s have to plan to maximize the volume of customers and eventually increase their profits.
2.0 Situation Analysis
In Shanghai, the fast food market is growing rapidly. In this competitive