We would like to take an opportunity to thank all the
people in collecting all the necessary information and who have
helped us in making of the project . We are grateful to all of
them for there time and wisdom. Our project becomes a
reality only because of cooperation of many people
who had helped us completing this project . We sincerely
extend our gratitude to our Faculties who have given us this
golden opportunity to have an insight into the
corporate world and who have been a source of guidance
and support .Last but not the least THANKS to all who helped us
make this presentation a success.
Introducing McDonalds &Its direct
Brief History OF McDonalds
Brief History Of KFC
Mission & vision of Mcdonalds
Mission & vision of KFC
Some products of both companies
CONT. TABLE OF CONTENT
Briefing Of Mcdonalds
Briefing of KFC
Reference Taken ..
The international market is flooded
with various sectors and industries that
involve products of daily as well as
occasional use for the consumers. The use
of the products can vary from industrial
purpose to private consumption. One such
thriving industry in the modern world is the
food and beverage industry. Food and
beverage industry combined with the
hospitality sector makes up one of the
most attractive target sectors for MNCs.
The concept evolved from the late 18th
century. Now, the world cannot live
without the taste of a McAloo Tikki or the
zing of a Zinger.
Cont. of executive summary
This sector has slowly covered all
income groups of consumers. With
growing competition the food giants
have take their services to a higher level
with better decreased serving time,
value for money prices and changing
specialties in their products . The
following report is a comparative
analysis of the services and SWOT of
McDonalds and Kentucky Fried Chicken
To find out the details of everybody’s
favourite food trip destination
MCDONALDS and its direct competitor
To find out Brief history of two of the
leading fast food selling companies
Going through the rang of products
these two are offering to all the
To go through the SWOT analysis of
both the companies..
. To conduct survey analysis on the
consumer’s preference of food joint
amongst McDonald’s and KFC.
Introducing McDonalds and Its Direct
McDonald’s and KFC are everybody’s favourite
food trip destinations. When you like hamburgers,
McDonald’s is always the top option. When you like
fried chicken, KFC is always the first thing that
comes to everyone’s mind. The reason for this is
these companies claim of particular products that
have became their trademark until now. The
difference between McDonald’s and KFC is mainly
Brief History Of Mcdonalds
The McDonalds restaurant concept was introduced in
California by two brothers named Dick and Mac
McDonald of Manchester.The business was founded
in 1940 by these 2 brothers. It is the world's largest
fast food chain, selling primarily hamburgers,
chicken, French fries and carbonated drinks. It was
later modified and expanded by their business
partner, Ray Kroc who later bought out the business
of the McDonald brothers and went on and
found McDonald's Corporation. Advertising has
always played a key role in the development of the
McDonald's Corporation. Indeed, McDonald's ads
have been some of the most identifiable over the
years. In 1962, McDonald's introduced its now worldfamous Golden Arches logo. A year later, the
company sold its billionth hamburger and
introduced Ronald McDonald, a red-haired clown
designed to appeal to children.
Cont. history of Mcdonalds
McDonald's restaurants are found in
120 countries and serve nearly 54
million customers each day.Most of the
McDonalds restaurants offers both
counter services and home deliveries
upto certain distances.At the end of
2003 there were over 6oo McCafes
Brief History Of KFC
KFC is based in Corbin,Kentucky,U.S.
Founded by Colonel Harland Sanders, in
At that time he used to cook and serve
food for hungry travellers.
In 1952 Sanders started franchising his
chicken business & named it as KENTUCKY
KFC operates more than 15,000 units in
109 countries and territories around the
Mission & vision of
‘To be the best and leading fast food
provider around the globe’
Mission :- McDonald's mission is to be the
world's best quick service restaurant.Providing
outstanding quality, service, cleanliness, and
value, so that we make every customer in every
MISSION & VISION OF
Vision:- : To foresee that real future of
long term growth and adjust itself to the
specific cultures of each country that are
The mission of KFC is to
extend its image of excellence, quality and
service all over the globe with an attaining
a goal of maximizing profit.
Strong brand name, image and
Large market share.
Strong global presence.
Specialized training for managers
known as the Hamburger
Locally adapted food menus
Huge advertising budget
Increasing demand for healthier
Home meal delivery
Full adaptation of its new practices
Changing customer habits and new
Unhealthy food image.
High Staff Turnover including Top
Customer losses due to fierce
Legal actions related to health
issues; use of trans fat & beef oil
Ignoring breakfast from the menu
Saturated fast food markets in the
Trend towards healthy eating
Local fast food restaurant chains
Lawsuits against McDonald’s
Direct competitor KFC
Huge popular brand name and high
High number of products
Hygenic food and quick service
Good advertising and marketing
Strong trademarks recipes.
Introduce better vegetarian products
Introduce home delivery
Venture into newer markets
More spending on the resources and
development as well as introducing
new food items and products.
High fat and high calorie food not
good for health conscious people
Franchise management globally is a
With the lifestyle of people changing
due to growing awareness about
healthier food people now look for
something healthy, low calories and
delicious at the same time.
Briefing of McDonalds
Category:- Fast food selling
Sector :- Food products
Slogan:- I'm lovin' it
USP:- High varieties of Burgers
Segment:- For Burger lovers and
Target Groups:-Mostly Children
Positioning:- In India positioning
of McDonalds has been directed as a
Briefing of KFC
Parent Company:- KFC(Kentucky
Category:- Fast food eating joints.
Sector:- Food Products.
Slogan:- Finger Licking Good.
USP:- High variety in chicken meals.
Segment:- People willing to have a
hygienic and delicious non
conventional meal at a restaurant.
Target Group:- Children and youth
from middle and upper class.
Positioning:- Favourite quick service
The report has been designed to study the consumer
behaviour with respect to McDonalds and KFC. A
questionnaire was designed in order to understand the
reasons of the consumer perception towards the two
food giants. Our method of going about the study at
hand involved the basic survey method, whereby we put
forward questions to individuals. This was carried out by a
survey comprising of two questionnaires, one aimed at
the customers at either of the two food joints and the
other for the employees employed at the food joints. Our
questions were designed to capture the market trends,
the grounds behind such a trend, the peripherals related
to the functioning of the food joint, key marketing
strategies adopted and finally aimed at drawing the
inferences and conclusions for the same
Question 1.Which age group do you belong
The first question was essentially designed to throw
light on the age group of people visiting/dining at the
food joints. This gave us an idea of the preference of a
particular food brand among a given age group if any.
For e.g. the HAPPY MEAL available at McDonalds
attracted the major portion of the younger crowd. As
a matter of fact as shown in the following questions,
this particular strategy drained almost the entire
young consumer segment. Of the individuals
surveyed a majority of the individuals belonged to the
18-25 yr age group both voted for McDonald’s as well
Question 2. What is your profession?
This question was essential in calculating the trend of the
customers who visit these food joints i.e. The working
class of the people visiting the respective places. The
survey revealed that the majority of people visiting both
the places i.e. 46% for KFC and 55% for McDonalds were
students. This thus lays direct stress on the strategies
adopted by both the joints resulting in a heavy demand
among the student group.
Question 3.Are you a vegetarian/non-vegetarian?
This was essentially designed to demarcate the groups
according to whether they were vegetarians or otherwise.
It was a preconceived idea that the vegetarians preferred
McDonalds of the two while KFC proved to be a nonvegetarian paradise. This thus showed a balanced market
for McDonalds where as a strong shift for KFC towards the
Question 4.What is your saying on the pricing of the joint?
In KFC 31% found the food priced nominally and an equal
amount of people surveyed i.e. 31% found inexpensive. Hence it
was concluded that it dropped down to the individual in the case
of KFC and there was no clear market trend. In McDonalds 46%
found it nominally priced as well as value for money while just 8%
found it expensive. Hence in terms of comparative study it was
concluded that McDonalds was optimally priced although KFC
wasn't overpriced either.
Question 5.How much do spend on an average per
This question again was concerned with the pricing as well
as spending capability of the people. The results indicated
that a major section, i.e. around 52% voted for KFC and
42% for McDonalds.
Question 6.Do you get drawn in by the television
commercials of the food items?
This question was designed to get an idea about the
publicity/advertising strategy of the food brands. This
particular question analyzes the potency of the
advertising strategies used by the food brands in
attracting or influencing the customers.
In India fast food market is strongly
dominated by these 2 brands. But when it
comes to comparing these two brands the
following study brings us to a conclusion
that as far as market presence and brand
value is concerned McDonalds has
definitely proved a point for themselves.
But KFC who re-entered in 2003 has shown
a rapid progress and no wonder if in the
coming years KFC overtakes McDonald’s
in the Indian market share. Both the foodgiants have given each other immense
competition in terms of customer
satisfaction and promotional strategies.
The range of products and offers offered
by each is remarkable in every context.
Although McDonalds has an upper
hand with the vegetarian crowd because
of its exclusive products, KFC is slowly
catching up to the challenge. KFC
provides vegetarian alternatives with an
added advantage of a complete meal
including rice and desert. Where
McDonalds fall into the snack option
KFC had covered the meal area .Thus it
is not quite evident which one can be
termed as better than the other.
KFC needs to re-vamp its vegetarian menu and
add more options to it. The fried chicken category
already has more options and varieties as
compared to the vegetarian section.
McDonalds could try to enter the meals category
into its menu
Both companies need to work on their logistics and
inventory management (as discussed with Branch
Need to train their staff better in handling of the
Books :Marketing Management – C.N.Sontakki
Principle Of Marketing – Philip Kotlar & Kevin Keller