Marketing strategies of fast food chains
Chia, Hui Meei
Date of Issue1993
College of Business (Nanyang Business School)
The motivating force that spearheaded us to take on this project ts the inherent competitiveness of the fast food industry. We are more curious, rather than fascinated, by how the restaurants remain competitive despite the tense competition in the market. In essence; we are interested in : (1) How fast food restaurants establish a competitive position for themselves in this industry with specific emphasis on their marketing strategies. (2) To evaluate how these companies perform with respect to the consumers' perception . ... (3) Recommendations as to how they can bridge the discrepancies between consumers' and companies' expectations. In order to achieve these objectives, two restaurants, Burger King and Pizza Hut were chosen respectively. The study of these two organizations would include interviews with the marketing managers of both companies as well as conducting consumers surveys. The questionnaire survey was conducted at one of the outlets of each restaurant with a sample size of 60 people. This survey is vital as it forms the main thrust in the analysis and evaluations of the companies. The study of these two restaurants would not be complete without the recommendations to how the companies can enhance its competitive edges. It is hoped that after reading this project, readers can fully appreciate the existence of the fast food industry, in particular towards the two restaurants that had been studied. More importantly, readers should appreciate how the restaurants can remain competitive in this industry, which is the main bulk of our project.
Final Year Project (FYP)
Nanyang Technological University