Research Methodology

Scope

Group 8
Industry: Fast Food Chain

Macroeconomic Indicators:
1. Demographic- Population, age, income and household
spending, employment, health statistics.

2. Financial and Trade- Tax rates, imports, exports, ease

of doing business

1. Market Assessment
History- History of Fast Food industry in India. Also
challenges faced in the industry.

Process- How the industry works that is, Back-end

and front-end process.
 Define the market- Fast food concept includes fast
casual restaurants, catering trucks, only take away etc.
So defining the market will be identifying exactly in
which market the client wants to enter.

Demographics and Segmentations

Market Value- Firstly we will check whether the

figure is available publically that is published by any
consultancy or by a state body and if not then we can
use bottom up approach or the top down approach.

Market Size- Market size of fast food industry in

India.

Target Market- Type of customers to be targeted.

Market Need- Demand for the products and

services, some products or services which no one is
focusing on and the customers are waiting for it.

Barriers to entry- Here factors such as investment,

technology, regulation, access to resources, access to
distribution channels, location etc. should be taken into
consideration.

History- All details related to fast food chain in India

2. Competitive Assessment
 Identify the Competitors- To identify
whether enterprise competitors are the only
competitors or the other types of competitors
are also a competition.

Strength and Weaknesses- Identifying the

strengths and weaknesses of the competitors.

Customers view on the competitors- To

find what the customers think about the competition
and how they rate them.

Top Competitors- Here we need to find top 3

competitors and then get detail information such as:
range of products and services they offer, brief
business description, business model, existing
partners, marketing strategies, loyalty programs,
investments, expansions, current developments etc.

New Entrants- Study of the competitors who

have recently entered into the market.

3. Opportunity Assessment

First Impression- To announce the launch in

such a way that no one has done it and this can
create opportunities to enter into the market with
fewer difficulties.

Market Segments- Identify the key market

segments to focus on.
 New Product/Service- Identify whether any
new product or service can be introduced for the
customers.

Loyalty Programs (Marketing Strategy)-

Develop some loyalty programs which can focus on
growing the number of customers.

Identify preconditions or requirements-

After noting down a certain prospect as an
opportunity, also look if there are any preconditions
which need to be satisfied.

Investment- Whether the investment should

be direct or indirect and where should the investor
invest that is open a new restaurant or invest in
warehousing, distribution etc.
Approach:

1. Take over an existing business

2. Build a fast food restaurant from the scratch
3. Buy into a franchise

Important things to be taken into consideration:

1. Decide the approach

2. Decide on a Fast Food concept
3. Develop a business plan
4. Inquire about the rules and regulations
5. Find a suitable location
6. Find financing
7. Choose a name
8. Apply for licenses and permits
9. Infrastructure
10. Design menu
11. Purchase equipments
12. Hire and train staff
13. Ensure the standards are met
14. Provide employees with ongoing training
Burger King
Burger King plans aggressive global expansion on India innovation

India master franchisee Everstone Capital has lined up $100 million for aggressive expansion plans over the next few
years.

Everstone is aiming to scale up the number of stores to three digits by the end of this year, or early next year.

The firm has bet big on India food services industry thats expected to touch $77 billion (about `4,98,130 crore) by
2021, growing 10% annually.

Burger King, a global fast food chain well known for its burgers, is planning to
expand its presence in India this year by adding 35-40 outlets across the country.