4.0: CONCLUSION China is a strategically important market for Burger Fuel as it has all the ingredients which Burger Fuel wants in its target markets. The main competitors of foreign players for Burger fuel are Mc Donalds, Burger King, KFC are intense and it should be compete with them. It means the more opportunities are creating in china for the Quick service restaurant that will be expanded. Such situation is better as it encourages continuous innovation. The targeted market of China economy is highly emerging now which also control the world 's economy now. It has not so long history to open China market for the foreigner. Currently, the market penetration of fast food are very low which is about 8.7% of chicken fast food and 3.1% of …show more content…
Now days , the customers so awareness of the fast food industries and its ingredients like no effected, no allergy, fresh, pure and others food which will be available on time in related area. Such sort of features are provided by burger fuel and the government policy of china is also welcoming to the foreign investor. It means the government policy is favorable for the foreign investor and franchisor. For instance, the competitors like burger kings, KFC are there in china. Therefore the burger fuel also enter into the Chinese market thorough the franchise and local partnership. Franchising is a rapidly increasing model for business expansion in the retail sectors like fast food industry and it is going to be making their own market in growing service sector of the Chinese economy in the years to come. The growth of modern retail trade has been the driving force behind it. The old age population are very low in china but the active population is very high at the age group 25-54 years is 47.2% (male 327,130,324/ female 313,029,536). Therefore, the target age group is18-35 years, employed and those people are eager to eat at outside. The burger fuel is also totally focus to …show more content…
Franchising is a suitable strategy for Gourmet burger fuel entering into china. But it necessary to educate them about it because the Chinese people does not like to work that company if they do not know. So, the meeting should be arrange more times with them and make them knowledgeable through intermediaries. Because the Chinese people prefer to use intermediary. The sample material necessary to show them before go in to the China market. In the beginning, either Shanghai (23.9M people, 2013) or Beijing (21.2M people 2013) / Guangzhou (14M people in 2013) are suitable for the burger fuel to go in China because those cities are highly populated, raising income, developed and rapidly urbanization, young labour force and so on. • China is a niche market which means it focus to the competitive price ( low price) and quality product. So it is essential to make the price low even raising the income over there. The price should be keeping to meet the young age group and employed people of china( agriculture: 33.6%, industry: 30.3%, services: 36.1% , 2012 est.). It 's better to evaluate about the price of competitors which help to keep their own price according to the market and the competitors as well. So that the menu should be keeping affordable according to market
Chinese restaurants have some good and bad qualities, but both do well in their own situation.
From a study completed by Chicago-based Research International USA completed a study called “Fast Food Nation 2008. The panel consisted of 1,000 respondents of ages 16-65 who provided their inputs with an online survey which was conducted between March 13 through 2008. Which was based on results on fast food restaurants like McDonald’s, Burger King, and Wendy’s are gaining popularity even through the economic hardship and recession. Marketing strategy has become more of influence on kids and young American’s. As population grows and the demand increases of fast food restaurants are expanding their stores to capturing more consumers. Fast food chains are also willing to change their menus to continue to gain and retain repeating customers. With each generation that passes, brings fast food chains into more homes and continues impacting lives.
Burger King adds value through the good quality products served. What the customers perceives is what the customer gets and sometimes more than what the custome...
The greatest proliferation of fast food has received in America. The history of American fast food started in 1912, when the company Horn & Hardart opened the first diner of fast food under the name "Automatic" in New York. This way of eating has become wildly popular and revolutionized the field of nutrition. Fast food as an industry emerged in the 1920s in America. A pioneer in this field was the company “White Castle”, which opened in 1921 in Kansas. Specialty of this company was the burgers, which at that time Americans were a rarity. Potential buyers were especially happy with stable price for food. Despite the Great Depression, the Second World War and inflation the company until 1946 sold their hamburgers for five cents. When some visitors began to think about how harmful such foods can be, the owner of a network, Billy Ingram, invented a clever move. He hired several young people who for a small fee daily came in White castle in white coats, and they ordered hamburgers. Visitors mistook them for doctors and calmed down. If even doctors eat hamburgers, it means that it is really safe for health.
The fast-food industry is changing everyday. There are new products being introduced in the market and new slogans being created. The companies in the fast-food industry will do their best to make the greater burger, and to make bigger and better fries.
Fast food outlets actually have been existed from millennia in China, India and ancient Europe. In the past, many people cannot afford to have a kitchen and this becomes the main reason they buy their food in fast food outlets (Reverse Your Age, 2013). The perception of fast food started to change in twentieth century. The first company that change the culture and perception of fast food was McDonald’s, followed by their future competitors such as KFC, Burger King, Wendy’s, Taco Bell, Pizza Hut and Subway. As they get a good appreciation from the customers followed by the impact of the globalisation, almost all of the fast food companies have been expanded their restaurant chain in many nations (Wojtek, 2013). Nowadays, with our busy life schedule and the increasing trend where women entering workforce promote an opportunity for the fast food industry to grow bigger. We can see the significant growth from the fast food industry as the industry itself has been generated over $160 billion in 2012 compared to their revenue in 1970 which only around $6 billion (Franchise Help, n.d.). With this significant growth, it does not mean that every company in this industry are successful. Some company has to closed some of their stores due to the lack of environmental research and preparation in entering a new country which commonly lead to the poor selling rate. The deeper explanation and points that is mention below will be also represent as the industry current state.
This particular case is about the implementation of the popular fast-food chain, Burger King, into the Japanese market. Despite its’ strong market position in other countries, Burger King has some difficulties to face within the Japanese market. In this report, my team and I will analyze Burger King’s current situation and problems and suggest alternatives.
The first innovative strategy of KFC China is localizing the menu. Trying to sell the same products or services is a typical approach to most foreign expansion for franchise businesses (Bell, 2011). However, one-size fits all approach is not what KFC chooses to implement for their company. According to Shelman, the writer of the case study regarding KFC’s Explosive Growth in China, key success for KFC China is to change the menu to suit Chinese tastes and style of eating. “One of the lessons I take away from this case is that to do China, you have to do China”, says Shelman. KFC localizes their offerings and adapts their existing products to appeal to the Chinese customers’ needs. The menu features Chinese local food like egg and vegetables soup. Examples of innovative products are the Dragon Twister (chicken roll of old Beijing) and the glass jelly milk tea (Zhou...
It will provide entrepreneurs with a competitive edge that will prove invaluable in helping them seek the opportunity in this unexplored area of business. Through this research project one can study the opportunities and potential for Fast Food Restaurant Services in India. Since not too much of research is carried on in this area in India, there is a huge scope for this market and it could be useful for any budding entrepreneur who is interested in this industry.
McDonald’s has proven over time that the business practices they utilize work well and have led them to obtaining the title of the largest food retailer in the world. The founder of the company made a tactical decision in franchising the idea of providing fast food at a cheap price. Today, fast food has become a staple of not only American life but a viable food option all over the world. For McDonald’s a critical factor in them reaching the level of growth they currently experience has been franchising. It can be assured that McDonald’s will continue to grow through the usage of the franchising techniques as new food markets continue to develop all over the world.
Throughout the world fast food has made a tremendous impact on the marketing world and the people that are consuming the food. Marketing has been directed towards the children and adolescents throughout the world and has benefited but also harmed the fast food companies that are using these marketing techniques. The use of toys and catchy tunes attract these young people to want to buy the food from that company. But the examination of the healthiness of the food has also harmed the profit margin for these companies. Overall, the fast food industry has taken significant damage in the way that they currently run things from the way they market to the health concerns that is caused by the food.
Competition Among Fast Food Chains MARKETING INFORMATION NEEDED FOR THE FAST FOOD INDUSTRY. To begin with, for the fast food industry around the world, the leading fast food chains marketing information is wrapped around convenience location, changing preferences, quality of food, pricing of fast food, potential customers, age of the customers, menu selection and diversification and last of all superior service. From a marketing perspective, location for the fast food service to the potential customers is most important, according to Maritz Marketing Research. A recent study showed the location has to be convenient. The analysis said that adults under the age of 65 prefer a convenient location for their fast food.
McDonald’s is one of the popular fast food chains in Hong Kong and the success of McDonald’s is due to it is able to create a homogeneous “global” culture that suit to the demands of a capitalist world. In Hong Kong, Time is money thus McDonald’s strategy is consistently fit to the fast food industry. The company has both economic strategy targeting at customer globally and locally.
Product is fairly similar to competitors – the McDonalds menu is quite similar to many of its competitors such as Burger King and Wendy’s. This forces McDonald 's to have to lower its prices in order to continue to be competitive.
By choosing to expand into markets later than other fast food restaurants Burger King hopes to avoid the problems of developing infrastructure and establishing a market base. For instance, by following McDonalds into Brazil, Burger King avoided the need to develop the infrastructure and mark...