Examining Strategic Management for Chicken Delight Ltd

2444 Words May 16th, 2015 10 Pages
AMITY UNIVERSITY MAURITIUS

Course :
MBA (by Distance Learning)

Module :
Strategic Management

Coursework Title :
Examining Strategic Management for Chicken Delight Ltd

Date Of Submission: 23 April 2015
Lecturer:
Mr. Narain

Presented by:
Ramdin Devesananda
INTRODUCTION
It is the beginning of a new era that the fast food industry has gradually breakthrough the Mauritius lifestyle. Due to the globalisation process, many fast food franchises are now available in Mauritius.
Whether these fast foods have revolutionised Mauritius, today these products form part of our lifestyle and culture. People rely on their convenience to enhance their lives and productivity.
But in the fast and increasing competitive business
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To cater for customer needs, Chicken Delight Ltd has set up one retail shop situated at Royal Road, Port-Louis (under the trade name of Chicken Delight.
Chicken Delight Ltd is also an extremely innovative company with unique menu items, and to adapt the products more to the local Mauritian market, Chicken Delight has introduced 30 products in Mauritius.
Chicken Delight Mission
As stated by the manager, Chicken Delight's mission is "To provide fast foods that exceed customer expectations in terms of service, price and quality"
Chicken Delight Vision
"To be present throughout the island, and to be the market leader in the fast food industry"(as stated by the manager)
Product Profile
In Mauritius, Chicken Delight products are manufactured within international norms and quality to provide the maximum satisfaction to its customers. The products sold are Halal guaranteed. Thus whatever someone's belief and culture, he or she can eat Chicken Delight's products.
Thorough study of the product line has been conducted to meet up the different tastes and habits of different people in Mauritius. In Mauritius, Chicken Delight's product mix consists of five product lines, namely fried chicken, Chips, burgers, salads and soft drinks.

Chapter 2: Regaining competitive advantage
2.0 Introduction
This chapter will aim at assessing Chicken Delight's strengths and weaknesses, its opportunities and threats through an analysis of its external general