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    Life in The Fast Lane: Fast Food Chains Race To Be Number One

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    Aayushi Moonka
    This document summarizes the fast food industry as presented in a case study. It outlines the major players - McDonald's, Burger King, Wendy's, and Taco Bell - and provides key facts about each company such as annual revenues, number of locations, and market share. Marketing research is described as a way for fast food chains to identify problems and opportunities related to location, quality, service, menus, consumer awareness, and buyer behavior. Specific examples of problem identification and problem solution marketing research are also provided.

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    Life in The Fast Lane: Fast Food Chains Race To Be Number One

    Uploaded by

    Aayushi Moonka
    44 views17 pages
    This document summarizes the fast food industry as presented in a case study. It outlines the major players - McDonald's, Burger King, Wendy's, and Taco Bell - and provides key facts about each company such as annual revenues, number of locations, and market share. Marketing research is described as a way for fast food chains to identify problems and opportunities related to location, quality, service, menus, consumer awareness, and buyer behavior. Specific examples of problem identification and problem solution marketing research are also provided.

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    Casebasepresentation Lifeinthefastlane 120409112744 Phpapp01 (1)

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    This document summarizes the fast food industry as presented in a case study. It outlines the major players - McDonald's, Burger King, Wendy's, and Taco Bell - and provides key facts about each company such as annual revenues, number of locations, and market share. Marketing research is described as a way for fast food chains to identify problems and opportunities related to location, quality, service, menus, consumer awareness, and buyer behavior. Specific examples of problem identification and problem solution marketing research are also provided.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    44 views17 pages

    Life in The Fast Lane: Fast Food Chains Race To Be Number One

    Uploaded by

    Aayushi Moonka
    This document summarizes the fast food industry as presented in a case study. It outlines the major players - McDonald's, Burger King, Wendy's, and Taco Bell - and provides key facts about each company such as annual revenues, number of locations, and market share. Marketing research is described as a way for fast food chains to identify problems and opportunities related to location, quality, service, menus, consumer awareness, and buyer behavior. Specific examples of problem identification and problem solution marketing research are also provided.

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    © All Rights Reserved
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    of 17

    Life in the Fast Lane: Fast

    Food Chains Race to Be


    Number One
    Presented By: Abhilash Khunger
    *NOTE: All the facts and
    figures mentioned in the
    presentation is as per given
    in the case. The data
    presented is from the year
    2004 - 06
    Major Giant’s of Fast Food
    Industry
    • Mc Donald’s

    • Burger King

    • Wendy’s

    • Taco Bell
    Facts from the Case
    • All four retailers collectively assured the majority
    more than $50b market.
    • Mc D. is the world’s leading food service retailer.
    – with more than 30,000 restaurants.
    – in 119 countries.
    – serving 50 million customer everyday.
    – in fiscal year ending 2005 it’s annual revenue is
    $20.46b.
    – It was spending $500m for Its “I m loving it”
    campaign
    Continued…
    • Burger king is the chief competitor of Mc D.
    – It is operated in 56 countries.
    – with having 11,200 restaurants.
    – and annual revenues of $1.94b.
    • Then comes Wendy’s
    – it’s revenue was $3.78b.
    – with 6,535 restaurants + other restaurants.
    • And last is Taco Bell
    – It’s having 6,500 restaurants
    – With annual revenue of $1.7b.
    Questions Related
    to Case
    Describe the marketing
    information needs of the fast food
    industry?
    • Location
    • Quality
    • Service
    • Menu
    • Consumer awareness
    • Buyer behavior
    What role can marketing research
    play in providing the information
    needed?
    • Collection of data relating to problem.
    • Awareness of the brand.
    • Problem recognition.
    • Seeking out information.
    • Assessing the value of the purchase.
    • Decision to make the purchase.
    • Post purchase behavior.
    Marketing Research
    Marketing research is a systematic and objective
    identification, collection, analysis and use of
    information for the purpose improving
    decision making related to problems and
    opportunities in the marketing.
    • Problem Identification Research – identify the
    problem
    • Problem Solving Research – to solve the
    specific marketing problem
    Problem Identification
    • Symptoms
    – Task involved in this:
    • Discussions
    • Interviews with experts
    • Secondary data analysis
    • Qualitative research
    • Problem definition
    – Management decision problem
    – Marketing research problem
    Continued…
    • Approach to the problem
    – Objectives
    – verbal or graphical analysis
    – research questions
    – hypothesis
    – specification of information needed
    • Research design
    Give some examples of problem
    identification research that Mc D.
    can undertake to ensure their
    continued leadership in the fast-
    food market?
    • Menu of rivals.
    • Competitor’s marketing strategy.
    • Making surveys. (ushering pasta in menu)
    • Economic environment.
    • Buyer concern.
    • Qualitative research techniques (small
    samples, provide understanding)
    Problem Identification Research
    • Market potential research
    • Sale analysis research
    • Market share research
    • Business trends research
    • Forecasting Research
    Describe the kinds of problem
    solution research that wendy’s
    might undertake to improve its
    sales and market share?
    • Exploratory research
    – Qualitative research
    – Primary data – Qualitative Vs. Quantitative
    – Focus group interviews – non structured, small
    group, trained moderator
    • Descriptive research design
    – survey and observation
    • Questionnaire and Form Design
    Problem Solving Research
    • Segmentation Research – determine basis of
    segmentation, select target market and create
    lifestyle profiles and product image
    characteristics.
    • Promotional Research
    • Pricing Research
    • Product Research
    Thank you

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