SRUJAN : 2019

YUM CHICKEN

SUBMITTED BY: Vishal kawane (18157), Rutuja Wankar (18156),

Bajarang Muthe (18166) , Firoj Kazi (18167)

SUBMITTED TO: DR. LALIT PRASAD , Course : STRATEGIC

MANAGEMENT
 Name of Company:
Non-veg food restaurant- “Yum Chicken”

YUM CHICKEN

 Background of the Company:

“Yum Chicken” is a business idea established by vishal kawane, an
entrepreneur who began selling fried chicken from his roadside of pune,
India, during the Great Depression. Mr. Vishal identified the potential
of restaurant and decided to open the first "Yum Chicken" outlet in ravet,
Pune city, India. “Yum Chicken” popularized chicken within the fast-
food business, diversifying the market by the established dominance of
the dish hut. The restaurant will be owned by 4 partners named vishal
kawane, rutuja wankar, Bajrang muthe, firoz kazi with a goal of
expanding its outlet in the whole pune region.
“Yum Chicken” uses demographic segmentation to serve the market as
per the customer needs & wants. The consumers of “Yum Chicken” are
the youth, teenagers, couples as well as families.
 Vision:
 Give extraordinary non-veg experience to the customer.
 Aim to be the best in the non-veg food business.
 To be leading integrated food services group in ASEAN region and
delivering consistent quality product and excellent customer focused.

 Mission:
 Provide efficient and superior customer service.
 To maximize profitability.
 Improve shareholder value.
 Deliver sustainable growth year after year.

 Goals:

 Short term goals:

 Customer satisfaction is our prime goal.
 Build an organization dedicated to excellence.
 Consistently deliver superior quality and value in our products and
services.
 Generate consistently superior financial returns and benefit our
owners and employees.

 Long term goals:

a) Expansion in all major urban cities resulting in market leadership.
b) Multi brand innovation and becoming a top of the mind brand in
fast food industry.
c) Increasing the profit margin through improved operations and
reduced overhead costs.
 ORGANISATINAL STRUCTURE: -

Owner

Marketing and
Restaurant Financial
Advertisement
Manager Manager
Manager

Captain Cashier

Chef and
Waiters
Cooks
1. Marketing Strategies:
“Yum Chicken” uses demographic segmentation to serve the market as
per the customer needs & wants. The consumers of “Yum Chicken” are the
youth, teenagers, couples as well as families.

It used to serve the same menu all around the world which means that it
was using undifferentiated targeting strategy. However, in recent times,
following McDonalds example, “Yum Chicken” has started localising its
menu, giving it better acceptability in the market. Moreover it has
transformed its positioning strategy from product based to value based in
recent times.

“Yum Chicken” is strongly positioned in the minds of consumers for its

Chicken menu. There are very few outlets which serve anything in
vegetarian. But when it comes to non-vegetarian, “Yum Chicken” is just
superb. Its chicken wings, and chicken bucket is a favourite with everyone.
This excellent targeting technique is the reason that most non vegetarian
lovers flock at “Yum Chicken”.
 Marketing Mix of “Yum Chicken”

PRODUCT
 Product offerings are special new dishes like chicken wadapav, chicken
samosa, chicken Maggie and special chicken tangdi.
 Also, some beverages will be available.
 Lastly, earlier dishes like
Chicken Roll-ups
Grilled Chicken Wings
Chicken Popcorn
Crispy Chicken
Spicy Chicken 65
Spicy Chicken Balls

PEOPLE

People involved in serving the customers. The staff working in the

restaurant are provided certain guidelines to communicate with the
customers.
The staff is professional and well trained.

PRICE

The menu at yum chicken is offered at affordable prices and have

adopted inventive strategies to compete in different markets. The target
segment for yum chicken is families of young people in ravet, Akurdi,
kiwale location belonging to upper middle class or middle class. The
prices nonveg food items especially chicken dishes are higher which
are not affordable for lower income group. The price is also
comparable to the competitors. Yum chicken offers differential pricing.
The products are available as individual as well as combos.
 PLACE
We founder of yum chicken identified the importance of nonveg
chicken restaurant and decided to establish first restaurant in ravet,
pune. Later, as we grow in the market, we will increase our outlets in
waked, pimple saudagar etc. As the ravet area is under development
and will grow far in the coming years so the outlet near the sb patil
road is the best thing which we can do.
Many factors like ambience, food quality, service quality, convenience
is major deciding factor.

PROMOTION
Before inauguration we will promote our outlet of yum chicken by the
help of the advertising agency. We will promote our outlet by the means
of hoardings, pamphlets, banners, social media advertisement etc. We
survey the whole area of ravet there are residential apartments, schools
and colleges. We will circulate door to door pamphlets to residents and
circulating pamphlets to students outside the college gate.

PROCESS
Setting up yum chicken outlet requires lot of initial investments; it
offers large returns once established. The outlet offer drive through as
well and dine in and take out options. The delivery service of yum
chicken is great as we will tie up with Zomato, swiggy and uber. We
have limited menu containing special items like chicken wadapav,
chicken samosa etc. customer can order their food online or can take
away directly by the outlet. We also provide promotional offers on first
online order.
PHYSICAL EVIDENCE
Yum chicken will serve customers chicken dishes in designed plate.
The main ingredient of preparations, chicken is 100% whole muscle
chicken. Also, all the chicken items are without food dyes. We procure
it from highest quality local suppliers. We check for quality and fried
at minimum 170°C for perfect product. To maintain transparency with
customers, they can visit the kitchens, see the process and meet the
cook.
 Market analysis:

The people from S. B. Patil road, Ravet are middle and upper
middle class, who are willing to pay enough for good food. They are
mostly educated who like to spend more for quality product/food as
well as income of people in our country increasing gradually which
is an indicator of increasing spending power.
There is no other non-veg food restaurant in our location and this
area is under development so there would be a good scope for our
restaurant.
Effective and targeted marketing tools will be attracting potential
customers.
 Target Segment:
1. Youth and teenagers
2. Families
3. Couples
The people will generally fall in between 15 to 50 age group.

2. Financial Strategies
3. Information Strategies
4. HR functions and General management strategies
5. ETOP profiling of company
 SOURCES OF FUNDS

Source of fund Funding Required

Vishal Kawane 2,00,000

Rutuja Wankar 2,00,000

Bajarang Muthe 2,00,000

Firoj Kazi 2,00,000

Bank loan 4,00,000

Total Cost 12,00,000

 EXPENSES

Position Required per month

Captain 1 12,000

Chef 2 20,000

Cooks 3 18,000

Waiter 4 16,000

Dishwasher 2 6,000

Cleaner 1 3,000

Security Guard 1 5,000

Rent - 30000

Total 13 1,10,000
 Competitive Analysis

As there no nonveg restaurant near sb patil road ravet. Customer need to

roam far (4-5 kilometres) to enjoy nonveg food dishes.so it is a competitive
advantage for us to attract more consumers residing nearby apartments and
society.
A survey conducted this year say that people having a age group of 20-
40 fond of non-veg food especially chicken and the ravet area consist of
have young people who will definitely try our non veg food.
Other competitors who quite far from our restaurant are charging high price
for chicken dishes and charge them little low with affordable prices.
All the other restaurant doesn’t have good ambience, but we will
provide them best quality food with a great ambience.
 Operation Process

Firoj boiler shop

(Supply Boiler Hen)

Restaurant
(Cooking)

Set of swiggy,zomato,
Customers uber eats etc.

Online
Customers

The restaurant will provide customers walk in as well as take away service
directly by the restaurant to enjoy the delicious nonveg food dishes.
Also, as we tie up with some food delivering services who deliver
ordered fast at your convenient place, consumers can order our dishes from
the menu given from them too.
 USE OF INFORMATION TECHNOLOGY

A mobile app will be developed by a app developer to manage the customers’

orders correctly.
So, the captain will have the app which will take the customers’ orders and
send order will be displayed on screen of the kitchen chief and accordingly
the kitchen staff will make the required dishes. Also, all the orders will appear
on the cahier screen to generate the final bill and cashier will generate the bill
print.
 SWOT Analysis:

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT)

Analysis of Chicken Express.

Strengths:

1. Good food, ambience, food quality and service quality.

2. All the “fresh” (not frozen) chicken products are precisely marinated;
dipped in a secret batter mix and cooked to perfection.
3. High price value equation, so people of all segments can afford.

WEAKNESSES:

1. Only present in RAVET with no presence in all areas of pcmc.

2. Intense competition means limited market share.

OPPORTUNITIES:

1. Making the chicken better and more new dishes.

2. Growing incomes, busier lifestyle. Hence more & more customers prefer
dining out. Hence there is an opportunity to expand in developing areas.
3. Overall expansion in pcmc.

THREATS:

1. New entrants are using low pricing which is more attractive.

2. Increase infrastructure cost.