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Comparative Study of McDonalds and KFC

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Fast food is the term given to food that can be prepared and served very quickly. While any meal with low preparation time can be considered to be fast food, typically the term refers to food sold in a restaurant or store with preheated or precooked ingredients, and served to the customer in a packaged form for take-out/take-away.

Outlets may be stands or kiosks, which may provide no shelter or seating, or fast food restaurants (also known as quick service restaurants). Franchise operations which are part of restaurant chains have standardized foodstuffs shipped to each restaurant from central locations.

The Capital requirements involved in opening up a fast food restaurant are relatively low. Restaurants with much higher sit-in ratios, where customers tend to sit and have their orders brought to them in a seemingly more upscale atmosphere may be known in some areas as fast casual restaurants.

The consumers are being served with a range of food and beverages to relish on catering every style of taste and preferences. With growing competition the food giants have taken 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 operational parameters of McDonalds and Kentucky Fried Chicken (KFC) and projects an overview of various factors that differentiate the services of the two food giants. It covers factors like the product variety, customer reach, pricing strategies, hospitality management, customer relationship management, supply chain management and employee satisfaction programmes.

The survey was based on the consumer’s response on their choice between KFC and McDonalds and the basis of their choice was differentiated into various factors.

McDonald’s and KFC are everybody’s favorite 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 become their trademark until now. The difference between McDonald’s and KFC is mainly the cuisine.

Number of Pages of Project Report: 62
Package Includes: Project Report
Project Format: Document (.doc)

Table of Contents of Project Report:
List of Figures
List of Tables
Executive Summary
Chapter 1: Introduction
1.1 Introduction of the topic
1.2 Fast Food Industry in India
1.3 Reason For Emergence
1.4 Trends In Indian Market
1.5 Scope of the Study
1.6 Objectives of the Study
Chapter 2: Company Profile
2.1 Mcdonalds
2.1.1 Mc Donald's In India
2.1.2 *7 Marketing P’s Of Mcdonalds*
2.1.3 Advertising Of Mcdonalds
2.1.4 Swot Analysis Of Mcdonalds
2.1.5 Segmentation Targeting Positioning
2.2 Kentucky Fried Chicken (Kfc)
2.2.1 Market Positioning Of Kfc
2.2.2 Marketing Model Of Kfc
2.2.3 Advertising Of Kfc
Kfc’s Expansion Plan In India
2.2.4 Swot Analysis Of Kfc
Chapter 3: Literature Review
3.1 Pitch Exclusive: Kfc Vs Mcdonald’s – The Big Fight
3.2 Kfc’s Steady Catch Up
3.3 The (Positive) Side Effects
Chapter 4: Research Methodology
4.1 Types Of Research
4.2 Sample And Research Design
4.3 Tools And Methods Of Data Collection
4.4 Data Processing And Analysis
Chapter 4: Data Analysis And Interpretation
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