Marketing strategies of fast food chains
The motivating force that spearheaded us to take on this project ts the inherent competitiveness of the fast food industry. We are more curious, rather than fascinated, by how the restaurants remain competitive despite the tense competition in the market. In essence; we are interested in :...
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Format: | Final Year Project |
Language: | English |
Published: |
2015
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Online Access: | http://hdl.handle.net/10356/64377 |
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Institution: | Nanyang Technological University |
Language: | English |
Summary: | The motivating force that spearheaded us to take on this project ts the inherent
competitiveness of the fast food industry. We are more curious, rather than fascinated, by
how the restaurants remain competitive despite the tense competition in the market. In
essence; we are interested in :
(1) How fast food restaurants establish a competitive position for themselves in this industry
with specific emphasis on their marketing strategies.
(2) To evaluate how these companies perform with respect to the consumers' perception .
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(3) Recommendations as to how they can bridge the discrepancies between consumers' and
companies' expectations.
In order to achieve these objectives, two restaurants, Burger King and Pizza Hut were
chosen respectively. The study of these two organizations would include interviews with the
marketing managers of both companies as well as conducting consumers surveys. The
questionnaire survey was conducted at one of the outlets of each restaurant with a sample
size of 60 people. This survey is vital as it forms the main thrust in the analysis and
evaluations of the companies. The study of these two restaurants would not be complete
without the recommendations to how the companies can enhance its competitive edges.
It is hoped that after reading this project, readers can fully appreciate the existence of the
fast food industry, in particular towards the two restaurants that had been studied. More
importantly, readers should appreciate how the restaurants can remain competitive in this
industry, which is the main bulk of our project. |
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