Kfc vs Mcdonald's in Shanghai

2502 WordsNov 13, 200811 Pages
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…show more content…
These companies seek to fulfill the following benefits that are important to its customers: • Selection – a wide choice of food with KFC mainly focusing on fried chicken and McDonald’s on hamburger. • Accessibility – KFC and McDonald’s are located in central city location, providing accessibility to a broad cross-section of Shanghai consumers and operate long business hours from 7.00am to 11.00pm. • Customer Service – the patron will be served by friendly employees to sustain business that has a loyal customer base. • Competitive Pricing – all products of KFC and McDonalds are competitively priced relative to each other. 2.1.3 Market Trends The market trend for KFC and McDonald’s is headed towards more demanding customers. The restaurant patron today is more demanding in a number of different ways: • Food variety – the preference of a variety of tasty food among the consumers are being subjected to develop new to products to suit the Chinese taste buds. • Comfortable environment – innovative designs are required mostly by young adults visiting the restaurants for the purpose of socializing or relaxing. • Entertainment facilities – children look forward for new toys and entertainment facilities besides delicious food. • Fast service – customers demand for fast service to reduce waiting time. Market Forecast 2.1.4 Market Growth With the acceptance of fast food in China

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