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YUM CHICKEN
YUM CHICKEN
Mission:
Provide efficient and superior customer service.
To maximize profitability.
Improve shareholder value.
Deliver sustainable growth year after year.
Goals:
Owner
Marketing and
Restaurant Financial
Advertisement
Manager Manager
Manager
Captain Cashier
Chef and
Waiters
Cooks
1. Marketing Strategies:
“Yum Chicken” uses demographic segmentation to serve the market as
per the customer needs & wants. The consumers of “Yum Chicken” are the
youth, teenagers, couples as well as families.
It used to serve the same menu all around the world which means that it
was using undifferentiated targeting strategy. However, in recent times,
following McDonalds example, “Yum Chicken” has started localising its
menu, giving it better acceptability in the market. Moreover it has
transformed its positioning strategy from product based to value based in
recent times.
PRODUCT
Product offerings are special new dishes like chicken wadapav, chicken
samosa, chicken Maggie and special chicken tangdi.
Also, some beverages will be available.
Lastly, earlier dishes like
Chicken Roll-ups
Grilled Chicken Wings
Chicken Popcorn
Crispy Chicken
Spicy Chicken 65
Spicy Chicken Balls
PEOPLE
PRICE
PROMOTION
Before inauguration we will promote our outlet of yum chicken by the
help of the advertising agency. We will promote our outlet by the means
of hoardings, pamphlets, banners, social media advertisement etc. We
survey the whole area of ravet there are residential apartments, schools
and colleges. We will circulate door to door pamphlets to residents and
circulating pamphlets to students outside the college gate.
PROCESS
Setting up yum chicken outlet requires lot of initial investments; it
offers large returns once established. The outlet offer drive through as
well and dine in and take out options. The delivery service of yum
chicken is great as we will tie up with Zomato, swiggy and uber. We
have limited menu containing special items like chicken wadapav,
chicken samosa etc. customer can order their food online or can take
away directly by the outlet. We also provide promotional offers on first
online order.
PHYSICAL EVIDENCE
Yum chicken will serve customers chicken dishes in designed plate.
The main ingredient of preparations, chicken is 100% whole muscle
chicken. Also, all the chicken items are without food dyes. We procure
it from highest quality local suppliers. We check for quality and fried
at minimum 170°C for perfect product. To maintain transparency with
customers, they can visit the kitchens, see the process and meet the
cook.
Market analysis:
The people from S. B. Patil road, Ravet are middle and upper
middle class, who are willing to pay enough for good food. They are
mostly educated who like to spend more for quality product/food as
well as income of people in our country increasing gradually which
is an indicator of increasing spending power.
There is no other non-veg food restaurant in our location and this
area is under development so there would be a good scope for our
restaurant.
Effective and targeted marketing tools will be attracting potential
customers.
Target Segment:
1. Youth and teenagers
2. Families
3. Couples
The people will generally fall in between 15 to 50 age group.
2. Financial Strategies
3. Information Strategies
4. HR functions and General management strategies
5. ETOP profiling of company
SOURCES OF FUNDS
Captain 1 12,000
Chef 2 20,000
Cooks 3 18,000
Waiter 4 16,000
Dishwasher 2 6,000
Cleaner 1 3,000
Rent - 30000
Total 13 1,10,000
Competitive Analysis
Restaurant
(Cooking)
Set of swiggy,zomato,
Customers uber eats etc.
Online
Customers
The restaurant will provide customers walk in as well as take away service
directly by the restaurant to enjoy the delicious nonveg food dishes.
Also, as we tie up with some food delivering services who deliver
ordered fast at your convenient place, consumers can order our dishes from
the menu given from them too.
USE OF INFORMATION TECHNOLOGY
Strengths:
WEAKNESSES:
OPPORTUNITIES:
THREATS: