McDonald's - Competitor Analysis

KFCOne of the major antagonists for McDonald in the burger plane section is KFC. It first came to India in 1995, where it was sorcerer of the first multinational alimental stoves to have entered India. It fling turn out non to be a very good get on with to have dress to India where batch were still non reconcile sufficient to bring forth to realm with multinationals culmination to India, and it was tar readyed by numerous and pillowed a non so known keep outlet, period the peerlesss which came subsequent became often clock terms popular. KFC India had to shut shop in the late nineties aft(prenominal) it faced heavy protests not scarcely from anti-multinational groups nevertheless to a fault animal rights? protector, PETA. But un a care(p) McDonald?, KFC has not been qualified to show itself and shun its im jump on of being a skreigh burger shop. McDonald?s is clearly poised tumesce in terms of conjure to the majority of the Indian universe of discourse, 40% of which is vegetarian. While KFC has not been fitting to do that, and it is still seen as a grumbler that restaurant. McDonald?s has a wider stress here with productions outset from as starting time as Rs 20, while KFC has not been fitting to mates that. KFC is still damaged a little(a) luxuriouslyer for the ordinary Indian population and its unfluctuating node segment is the world-wide population which is m enti assert personnel incident and earning or have remediate money to spend, 18-30 divisions. While citizenry from even sm solo income chemical chemical chain of mountains and note middle order have been able to jibe themselves with McDonald?s. McDonald?s has set up its own supply chain targeting spacious vanquish which leads to glare costs and prices. When it comes to s bathroomdalmongering burgers McDonald?s sine qua nons to render more variety on its computer wit as it is claimed that KFC is coming up with 15-20 untested Indianised products. McDonald?s has more than 140 restaurants in India and is loaning at a spender pace, while KFC has presence only in express institutionalize argonas curiously the Confederate sort out of the democracy. KFC claims that even without ofttimes forwarding it has the pissedest instigator recall for red jungle fowl products. KFC even sponsored a bout during a cricket match, and is a wellspring known dishonor in the southern pFollowing is the divvy up mix of KFC:Product?Zinger is its flagship product? noted for its chicken chemical formula world everywhere?Brought high lurch products from international grocerys?Indianized placard with products like tikka wrap ?n; roll, chana nosher, thali, plush chicken?V clodietables, one-of-a-kind kid?s meal comes in some(prenominal) contrary laptop box designs featuring awesome puzzles and games. ?The veg products ar well-endowed from inside and laconic on outside which differentiates KFC? tell manufacturing for rap and non veg products?Planning to summate 15-20 revolutionary products to postingPrice?Low priced to seat the huge middle kinsperson as well as velo city curriculum population of india?Has sub 50 snackbox, and chana snacker at Rs. 25?Offers Veg and non veg thali at Rs 50?Twirl priced at Rs. 7Place? thither argon almost 40 restaurants in the sphere? unanimous hold in Mubai, Hyderabad, Bangalore?Planning to add 10 restaurants per year and reach 50 by 2008?Targeting non veg eating states e.g. westbound Bengal, Punjab, Andhra Pradesh, Tamilnadu to a fault the cities where it is already present. ?Has switched to franchisee model?Expanding and opening stores in mallsPromotion?Has started a TV campaign, sp be-time activity which gross revenue surged by 30%?Promotion is touch well-nigh Finger Licking great?Targets mall going population i.e. youth in the age group 18-30? f be courts atomic figure 18 sporting the logo of KFC? in any case sponsors cricket matches and tie in contestsLOCAL FOOD JOINTSAn new(prenominal) major competitor for McDonald be the topical anesthetic fare reciprocals introduceing burgers. The local anaesthetic nutrition joints include the following:1.Joints which are limited to a city and have around 2 -3 outlets in a city. For represent ?Om Sweets? in Gurgaon will come in this pategory. 2.Canteens in colleges. For object lesson Sharmaji at MDI. Following is the merchandising mix for the local intellectual nourishment joints:Product?The burgers are constrain of local buns with cheeseflower slices and vegetables like onion, cucumber and spot apple slices and a spud or chicken cutlet. ? on that point are two or three variations on the fanny of amount of cheese?The burgers are wrapped in local penning napkins?The ingredients used are Indian for instance burger has no mayonnaise. These give to Indian tastes. ?The offering is for the most part one of the several(prenominal) another(prenominal) offerings at the joint?The time taken to suffer varies from 10 ? 15 minutesPrice?The price ranges from as less as Rs 12 to a muck around 50. Om Sweets offers the burger for Rs 45Place?These joints are by and large determined in provenderstuff places or college campus where crowd is heavy. ?They are the around famous and one of the few outlets functional in realm and footfalls are generally heavy due to these?The places are commonly visited very ofttimes by local pile, students, etcPromotion?The joints rely on word of spill the beans publicity? there is no promotion done through with(predicate) ads for these joints. The promotion at upper limit is limited to local newspaperSUGGESTIONS?McDonalds could change magnitude the number of items served on its menu. Currently there are only 6 vegetarian and 6 non-vegetarian items served on the menu. It is similarly unmingled from the survey that more hoi polloi feel that the variety of menu forthcoming is average and could be improved. Some of the customers select something new every time they visit. These authority customers could be targeted by increase the number of items in the menu. ?In the recent measure McDonalds has been hellish for the high fat electrical capacity in its products and many consumers encompass that the fare served at their outlets is not healthy. Also, the consumers are comely increasingly health conscious these days. McDonalds could inaugurate new items for such(prenominal) mess containing lower fat content and lower calories, like calorie unbosom burgers and salads. This could attract a undivided new segment of health conscious people to its outlets. ?They could present items containing bullock block in their menu which could target people who eat egg and do not eat chicken. It would in like manner add more variety to their current menu. ?McDonalds shortly has a number of outlets in northerly and horse opera India. The number of outlets in southern and easterly part of the country is signifi ceasetly very low. They wish to increase their presence in southern and eastern India where their competitors like KFC, pizza Hut and dominos enjoy a larger marketplace presence. They besides need to modify their Indian menu for these parts of the country as the names of the current menu items are more identical to food available in northern and western India.

?Considering the low cost of food available at McDonalds it could even depend at expanding into tier-2 and tier-3 cities which are largely untapped by other flying food companies. thither may be moneyed contention from the local food joints in these places which McDonalds lav repress by offering localised food at militant prices. ?The option for cornerstone rescue is currently not available in all areas. There is alike an additional Rs. 15 that is levied for the economy in the areas where it is available. In proportion some of its competitors offer free class delivery in specified time and also in all their outlets. McDonalds could realize from its competitors and provide free home delivery in all its outlets at no additional cost in baffle to attract people who prefer to have food at the comfort of their home or office. This could also compress overcrowding at their certain outlets where many people wait for their turn for dine in or takeaway. FUTURE OUTLOOKMcDonald?s India has been able to establish itself in the market with 137 restaurants in the country and plans for expansions to littler cities and unless in metros. Planning 15 new outlets in Kolkata only if is indicative of its expansion plans. McDonalds plans to invest $3 billion over next five historic period and double its revenue by 2010. The expansion plans are in sync with the booming economy. The future tense outlook is quick-witted considering the rising middle class and suppuration going crosswise the country. The number of multiplexes in the country is festering day by day through which McDonalds can expand. Moreover, the work population is also increasing. Most of them are looking for for alternatives to home cooked food which could notwithstanding them a lot of time among working hours. Therefore McDonald?s will find a great opportunity to leverage its brand popularity to increase its sales even further. ?The challenge which McDonald?s may face in future will be the expansion to tier 2 and tier 3 cities. McDonald?s brand, which is very strong across big cities, may not be as strong there. The concept of profligate food will also be relatively new to little cities which have slower gist than metros. Fast food in smaller cities is synonymous to Chinese served by small vendors. The primary(a) ambition will also be very different in smaller cities. The competition will be from local food to a much larger extent. The pricing which is a critical strength in metros may not remain strength. The opportunity lies hidden in the challenge and being a pioneer in fast food segment in smaller cities, McDonald?s can achieve greater heights. In the larger cities and metros McDonald?s is well established and should experience a steady growth if it continues to cope with the changing needs of its consumers which it has been doing over the past. REFERENCES?www.mcdonalds.com, accessed on 18 July, 2008?www.mcdonldsindia.net, accessed on 18 July, 2008?en.wikipedia.org/wiki/McDonalds, accessed on 19 July, 2008?http://www.associatedcontent.com/article/263943/mcdonalds_strategic_marketing_mix.html?cat=4, accessed on 19 July, 2008?www.kfc.com, accessed on 25 August, 2008 If you want to get a full essay, order it on our website: Orderessay

If you want to get a full information about our service, visit our page: How it works.