Yashfeen Bakhsh

2018H1490391P

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

Q.1.Describe the marketing information needs of the fast-food industry.

Ans. The various marketing information that a fast-food chain needs are:

 Location: A fast-food chain needs to be in the proximity of maximum number of

people so that it is within their reach and hence easily accessible.
 Quality : The quality of food being served at different outlets of a fast-food chain

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needs to be uniform and should give satisfaction to the consumer and build loyalty.

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 Service : The kind of service to be provided is also an important parameter. If a fast-

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food chain is located near offices, the customers would want fast and efficient service

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and less waiting time. While an outlet in some recreational centre might even do well

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with a comparatively slow service.
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Menu: A chain must provide diversified menus with unique options.
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
 Also, the culture of a region will define the kind of menu a fast-food chain should
come up with. For instance, information about the number of vegetarians and non-
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vegetarians in a region.
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 Legal implications: A fast-food chain must be well aware the rules and regulations of
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the region it is operating in.

 Consumer awareness and Buying behaviour
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Q.2. What role can marketing research play in providing the information needed?

Ans. Marketing research can help in the following ways:

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 Collection of the desired data related to any marketing problem of a chain

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 Building awareness about the brand and its subsequent products

 Recognizing a problem which is creating a hurdle in the success of any firm
 Assessing the value of purchase by the consumers
 Evaluating the success of a firm in terms of growth and market share
 Consumer surveys to know the acceptability of the brand

Q.3. Give some examples of problem identification research that McDonald's can undertake
to ensure their continued leadership in the fast-food industry.

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 Ans. McDonald's can undertake the following problem identification researches:

 Analyzing the menu of its competitors

 Analysis of the competitors' marketing strategies
 Business trends research
 Conducting consumer surveys to know what they want to be added to the menu
 Evaluating the economic environment of the location of operation to remain relevant
in the market even in times of economic distress
 Qualitative research of the samples of their food items to identify any problem area.

Q.4. Describe the kinds of problem solution research that Wendy's might undertake to
improve its sales and market share.

Ans. Wendy's can undertake the following problem solution researches:

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 Exploratory research- conducted for a problem that has not been studied more

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clearly, intended to establish priorities, develop operational definitions and improve

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the final research design.

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o Qualitative research
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o Focus group interviews
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 Descriptive research design- scientific method which involves observing and
describing the behaviour of a subject without influencing it in any way.
 Questionnaire and form design
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Q.5. Given the market potential overseas, should fast-food chains conduct marketing research
in foreign countries? What kind of opportunities and challenges will the fast-food chains
encounter while conducting international marketing research?
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Ans. Yes, the fast-food chains must conduct marketing research in foreign countries.

The opportunities associated with it are:

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 Expansion in areas which lack any fast-food outlets can help the fast-food chain to
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become successful
 Starting operations in a country which has a culture of people inclined towards fast-
food can help the fast-food chain to cater to larger base of consumers
 International recognition of the fast-food chain

The challenges are as follows:

 Competition with the local brand leader

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  To choose and develop localised menu that suits the tastes of the people in that
country
 Meeting cultural norms
 Meeting the country's rules and regulations
 Becoming a valued part of the local community

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