This document summarizes a strategic group analysis of the fast food industry in Sri Lanka. It identifies the major fast food chains operating in the country and analyzes them based on their brand awareness and product portfolio. A strategic group map is presented, showing where chains like McDonald's, KFC, Pizza Hut, and Domino's fall. Issues facing Domino's, the selected company, are discussed as well as potential solutions around expanding products, focusing on competitors and customers, and increasing research and development efforts.

1. Strategic group analysis of
fast food industry
Group no 1

2. Group Members
D.T.S.Abeywardhana
10/MS/003
M.P.D.S.Ananda
10/MS/004
H.B.M.W.Bandara
10/MS/137
O.T.M.W.A. Bandara
10/MS/138
P.B.Balasooriya
10/MS/136
K.N.S.Jayasekara
10/MS/178

3. Content
• Fast food industry
• Fast food restaurant in Sri Lanka
• Our selected company
• Variables of Strategic Group Mapping
• Strategic Group Map
• Problems
• Solutions

4. Fast Food Industry
• Fast food is the term given to food that can be : Prepared
and served very quickly. Has low preparation time.
Packaged form for take-out/take-away.
• Sri Lanka is blessed with one of the fastest growing fast
food market of the world

5. Fast Food Restaurants in Sri Lanka
• Macdonald
• KFC
• Pizza Hut
• Burger’s king

6. • Perera & sons
• Domina’s pizza
• Dine more
• Taco bell

7. • Panino
• Subway

8. Our Selected Company
• Introduction
The Domino's Pizza company was founded in 1960 by American
entrepreneur Tom Mongahan as a single pizzeria in Ypsilanti,
Michigan.
• Current situation
It has 9 outlets in sri lanka.

9. Variables of Strategic Group Mapping
• Brand awareness
• Product portfolio

10. Strategies group mapping
Name Brand awareness Product portfolio
Mc donalds 35,322 29
KFC 309,084 23
Pizza Hut 133,790 68
Burger King 156,744 17
P&S 198,734 27
Domino’s 166,818 32
Taco bell 32,800 29
Panino 16,354 30
Dinemore 19,436 11
Sub way 21,420 55

11. MediumHigh
Brandawareness
Full
Low
MediumLimited
Gap
Strategic
Group
Map
Product portfolio

12. Potential competitors
• Wasana bekary
• Nestle company (Eg:- Maggi noodles)
• CBL (Eg:- Samaposha)

13. Problems
• Targeted youngest adult customers
• Lack of focus on R & D
• Few number of items product portfolio
• Most Domino’s items have close substitutes in market

14. Solutions
• Introduce variety of foods for the product portfolio
• Should focus on the competitors product
• Should focus on the market surveys for the knowledge of
customers
• Need to conduct R & D activities
• Focus youngest as their target market segment