P.L.

SHROFF COLLEGE OF ARTS & COMMERCE CHANCHANI YEAR:- 2012-13

PROJECT GUIDE: Prof. Mrs.V.S.DA HISARKAR & Prof. Mr. R.S.MORE

What is STRATEGY MANAGENT ?

Strategy is the overall plan for deploying resources to establish a favorable position.

OBJETIVE :To develop an understanding of strategic management concepts To develop an understanding of evolution of the field of strategic management and business enterprise perspective

INTRODICATION The business began in 1940, with a restaurant opened by brothers Richard and Maurice McDonald in San Bernardino, California.

MAIN PRODUCTS McDonald's primarily sells hamburgers,

cheeseburgers, chicken, french fries, breakfast Service & Prices items, soft drinks, shakes and desserts. IN GENERAL: Convenient /Easy access /Friendly Reliable/ Fast/Not healthy For children: fun Price Cheap For the new markets: western style, cool

Speed

Very Fast

Attitude

Polite

Introduction The company was founded as Kentucky Fried Chicken by Colonel Harland Sanders in 1952 though the idea actually goes back to 1930. Initially his restaurant generally served travelers, often those headed to Florida. So the original idea of KFC was based on selling good enough chicken for acceptable money to occasional customers. Production KFC primarily sells chicken pieces, wraps, salads and sandwiches. Outside the USA, KFC offers hamburgers or kebabs and other regional fare. Service & Prices

Convenient

In general: Cozy /

Easy access

Better quality / for higher price /Not healthy

Speed

fast

For the new markets: western style,

prestigious

Attitude plight Price Little higher

Conclucation
KFC needs to re-vamp its vegetarian menu and add more options to it. The fried chickencategory already has more options and varieties as compared to the vegetarian section. McDonalds could try to enter the meals category into its menu

Both companies need to work on their logistics and inventory management (as discussed withBranch managers)
Need to train their staff better in handling of the cooked food