Beruflich Dokumente
Kultur Dokumente
Comparison
of Fast Food
Restaurants
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Prepared by:
Umar yasin
Rehaan Athar
Arooj Riaz
Hina Nawaz
Ammara Mubashar
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McDonalds
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COMPANY DESCRIPTION .
Established in California during the 1940s by two brothers,
the McDonald’s restaurant became a popular teen hangout
in the first flush of post-war affluence. To feed these youthful
bodies, the brothers reduced the menu to the perennial favorites –
hamburgers, applied assembly line techniques to food production and
expanded to four restaurants by 1953.
Taking note of the brothers’ success, in 1955, Entrepreneur Ray Kroc
bought the right to franchise the McDonald’s System. Renamed the
McDonald’s Corporation in 1960, Kroc focused his marketing effort on
the family meal and children, spending heavily on television
advertising which promoted the smiling clown face of its child-friendly
brand mascot, Ronald McDonald. Today, the McDonald’s franchise
exceeds 30,000 restaurants globally and serves over 50 million
people in more than 121 countries each day.
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MISSION STATEMENT .
"McDonald's vision is to be the world's best quick service restaurant
experience. Being the best means providing outstanding quality,
service, cleanliness, and value, so that we make every customer in
every restaurant smile."
COMPETITIVE ADVANTAGE .
McDonald’s core competency is providing convenience when people
need and want to eat fast food at prices that are competitive and
provide best value for the customer’s money. One of McDonald’s
competitive advantages is its focus on consistency of quality,
production of food and use of raw materials all around the world. The
world recognition associated with the brand McDonald’s itself is also
one of McDonald’s competitive advantages.
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Demand Trends .
There are also global issues which affect food demand for
McDonald’s e.g. bird flu and cow diseases in western countries
brought down demand for McDonald’s some years ago as it was a
known fact that they get their meat from international suppliers in
order to maintain quality.
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BCG Matrix :
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their low growth rate and high market share. During past some years
KFC and Pizza Hut have lost their market growth because of the fact
that they lost their standard war to their competitor i-e McDonald’s.
Another direct competitor of McDonald’s is AFC. According to BCG
Matrix it is question mark. Some of the reasons that are responsible
for its low market share and low market growth are the less
expansion strategies being followed by the company. Secondly they
are not focusing at all on all the major cities, rather they are only
focused on the target segments of large cities.
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SWOT ANALYSIS .
Strengths:
McDonalds has been able to maintain its market share in the
QSR market of Pakistan since 1998 and this is actually the major strength of
McDonalds that has made it so popular. Other major strengths are listed below:
Products:
A major strength is the various deals that McDonalds offers so that it could be
made affordable. Recently McDonalds offered a deal for Rs.85 only, containing a
beef burger along with a drink. McDonald’s offers many flavors of Mcflurry ice
cream from a mix of M&Ms to Oreo cookies. The M&Ms flavor was introduced
about a year back and is still popular among the M&Ms lovers. McDonald’s has
also customized its meal according to the tastes of Pakistan. People in Pakistan
do not eat bacon so McDonalds does not offer such sort of meals in the country.
Brand Recognition:
McDonalds has gained recognition worldwide. The chain is present all over the
world in more than 122 countries. In Pakistan a large number of franchises are
present, majority of them in Karachi and Lahore and McDonald’s is regarded as a
symbol of value and quality for your money.
Party celebrations:
McDonald’s offers its clients, especially children to celebrate their birthdays
there. One can invite friends, they decorate the party area, various party games
are organized along with face painting activity etc. Children are provided with an
opportunity to celebrate their day in the way that they want.
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Weaknesses
Product Variety:
McDonalds needs to develop more and more products to stay in the competition.
After the opening of international QSRs in Pakistan, many local QSRs have also
been opened in various cities. The tastes are a bit different but they too are
offering chicken and cheese burgers, drinks and fries at competitive prices. This
situation requires McDonald’s to be more innovative and price competitive.
More advertising:
In Pakistan, McDonald’s rarely advertises at TV, however billboards often show
off juicy McDonald’s burgers but this could affect its popularity in future. It
definitely needs to advertise more to reach the target and the potential
customers.
Drive-Thru:
The service at McDonald’s drive-thru has been subject to criticism all over the
world and a lot of people complaint that the orders are either missing some of the
items or are entirely wrong. The service time at the drive- thru is also subject to
great variations and needs to be improved.
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Opportunities
Reasonable Prices:
McDonalds can broaden its market by offering meals at more competitive prices
in comparison to other local QSRs such as AFC, Pappasallis etc. This way it
could get hold of the potential customers too.
Opportunity to be innovative:
McDonalds could make itself more innovative by offering deals that appeal more
to Pakistani consumer’s e-g it can introduce desi flavors in the present products
such as Barbeque, Tandoori, Masala and other spicy tastes which are staple of
the country.
Dine in Cafes:
McDonalds can open up with small-sized cafes for the teenagers in their
universities and colleges.
McCafe’s:
McDonalds has opened coffee shops by the name of McCafe’s in UK. Pakistan
can serve as a new potential market for these cafes.
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Threats:
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INTRODUCTION .
The time was mid 90's. Fast food companies were booming
in Pakistan. Quality fast food in Pakistan was outrageously
expensive and on a handful of families could afford to go there. No
middle class family could think of taking their children to such big
food chains. This was the time when AFCTm (Al-Najam Fried
Chicken) opened its first restaurant at Saman Abad, Main Market
in Lahore. Our goal and aim was very simple. To make the quality
fast food available to all those people who liked the fast food but
couldn't dare to afford.
We did so without compromising the highest standards of
food industry. We AFCTm , not only use the best raw materials
available but we also provide the best of food at a very reasonable
and competitive price. All our foods are processed and prepared
using of the art machines and equipments.
Alhamdulillah, with the grace of Allah Almighty, public
response was overwhelming. AFCTm became the fastest growing
fast food chain in Pakistan. At present time, AFCTm has more then
twenty branches Nationwide including Mall Road, Railway
Station, Allama Iqbal Town, Twonship,Mughal Pura, Defence,
Thokar Niaz Baig, G.T Road, Wapda Town. It has also opened in
Faisalabad , SGD, Abbotabad, Karachi, Gujranwala, Rawalpindi,
Gujrat.
Sahiwal Branch is ready to start business. At least three more
branches including Murree and Multan are in the wings.
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CORE VALUES .
TEAM WORK:
We share responsibility and ownership of our
decisions and action and trust one another in making shared
decisions as a fear thought honest and open
communication.
EXCELLENCE:
We provide the highest standards of quality in
everything we offer.
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INTEGRITY:
We insist on an organizational environment
consistently based upon the highest ethical standards.
RESPECT:
we will show application and high regard for our
associates partners and customers.
AFC BRANCHES .
Lahore(Head Office)
Faisalabad
Gujrat
Rawalpindi
Murree
Abbotabad
Sargodha
Sahiwal
Gujranwala
Karachi
Multan
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HIERARCHY .
Chairman
Trade Trade
Mark Mark
Owner Owner
Assistant
Branch
Manager
Low Level
Employees
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SERVICES .
Dine in.
Take away.
Free home delivery.
Free Regular Drinks.
Dine In:
Dine in is the service provided by AFC. The customer
who wants to enjoy their offered products in AFC they use
to sit and enjoy the meal and exchange their ideas in AFC.
This service gives opportunity to the customer to observe
the environment and diversify their selves according to the
environment. Like other fast foods AFC provide self
service. Sitting arrangement is about 65 people. About 15
tables are available.
Take away:
This service is also offered by AFC to those customers
who have less time. These customers utilize the service by
taking the meal with them like parties and trips etc. very
busy persons who don’t have time to spent on AFC they
take meal with them so they use their time properly on their
work.
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CHARITY PROGRAMS .
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Hospital:
Round the clock active care
Patients are frequently and timely visited throughout
the day by the medical staff, and through the night too if
needed.
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SWOT ANALYSIS .
AFC has the privilege of being the only fast food hotel
boasting of national quality standards until recently, till the
arrival of new fast foods in Pakistan. It has been exploiting
its strengths and opportunities quite efficiently and has
always tried to turn the weaknesses and opportunities in its
favor. An analysis of its strengths, weaknesses,
opportunities and threats as perceived by us is as follows:
Strengths:
o Convenient location.
o Hospitable treatment to customers
o High quality food.
o Low price food as compared to other fast
foods.
Weaknesses:
o Lower motivation
o Lack of training.
o Lack of performance oriented promotions.
o National level /Limited customers
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Opportunities:
o More incentives for outstanding staff to
retain them as it is difficult to find well
trained staff.
o Specialty restaurant should be introduced to
give a wider variety of services.
Threats:
o New restaurants in Islamabad providing
comfort to the people with a traditional
outlook.
o Fast foods like McDonald’s and KFC there
is lot of competition prevailing in market
regarding this business.
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Statistical Analysis .
We have distributed 150 questionnaires to the public among them
50 were being distributed in our institute while remaining 100 were
distributed in residential areas of Rawalpindi and Islamabad. The
result is a below along with graphs.
97%
`
0%
Strongly agree 1% 2%
0%
agree
neutral
Disagree
Strongly Disagree
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98%
`
0%
Strongly agree 0% 2%
0%
agree
neutral
Disagree
Strongly Disagree
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99%
0% `
0%
0% Strongly agree
agree
1%
neutral
Disagree
Strongly Disagree
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96%
0%
`
0%0%
4%
Strongly agree
agree
neutral
Disagree
Strongly Disagree
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10% 0% 10%
0%
Strongly agree
80%
agree
neutral
Disagree
Strongly Disagree
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92%
0%
0%
0% Strongly agree
agree
8%
neutral
Disagree
Strongly Disagree
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0%
0%
65%
`
30%
Strongly agree
5%
agree
neutral
Disagree
Strongly Disagree
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91%
1% 0%
0%
8% Strongly agree
agree
neutral
Disagree
Strongly Disagree
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94%
0% `
0% 6%
0%
Strongly agree
agree
neutral
Disagree
Strongly Disagree
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80%
0% `
0%
0%
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90%
0% 0%
0%
10%
Strongly agree
agree
neutral
Disagree
Strongly Disagree
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70%
`
0%
0% 0%
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67%
0%
33% 0% 0%
Strongly agree
agree
neutral
Disagree
Strongly Disagree
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95%
0%
`
0%
0%
Strongly agree 5%
agree
neutral
Disagree
Strongly Disagree
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8%
52% `
40%
0% 0%
Strongly agree
agree
neutral
Disagree
Strongly Disagree
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References
www.google.com
www.afc.com.pk
www.mcdonalds.com
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