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An Investigation of Strategic Planning for Maintaining Competitive Position in Fast Food Industry; a Case Study on KFC, UK

Harvard, 11500 Words

Table of Contents

1        Chapter one: Introduction

1.1       Background of the research

1.2       Background of the company

1.3       Rational of the research

1.3.1        What is the research issue?

1.3.2        Why it is the issue?

1.3.3        What could this research shed light on?

1.3.4        How and when is it going to be investigated?

1.4       Research aims

1.5       Research objectives

1.6       Research Questions

1.7       Conclusion

2        Chapter Two: Literature Review

2.1       Introduction

2.2       Cost leadership

2.3       Differentiation

2.4       Quality food and hospitality

2.5       Improved operational service

2.6       Strategic planning and competitive position

2.7       Conceptual Framework

3        Research methodology:

3.1       Introduction:

3.2       Research philosophy

3.3       Research approach

3.4       Research purpose

3.5       Research strategy

3.6       Data collection techniques:

3.7       Sample selection

3.7.1        Probability sampling techniques:

3.7.2        Non-probability sampling techniques:

3.8       Data analysis method:

3.9       Limitations

3.10         Ethical consideration

3.11         Accessibility issue:

3.12         Conclusion:

4        Chapter Four: Data analysis

4.1       Analysis of questionnaire survey

Personal questions

4.2       Regression analysis:

4.3       Qualitative data analysis:

5        Chapter Five: Conclusion and Recommendations

5.1       Conclusion:

5.2       Recommendations

5.3       Management implication

5.4       Limitation and Future research

6        References

7        Appendix – A

8        Appendix – B

 

List of tables

Table 4.1: Age of the respondents. 24

Table 4.2: Gender of the respondents. 25

Table 4.3: Educational status. 26

Table 4.4: How long are you employed in the organization?. 27

Table 4.5:You are satisfied with the current competitive position of KFC.. 28

Table 4.6: Strategic planning helps to provide quality food and hospitality. 29

Table 4.7: Strategic planning increase operational excellence. 30

Table 4.8: Strategic planning helps in product leadership. 31

Table 4.9: Strategic planning increase customer intimacy. 32

Table 4.10: There is a relation between strategic planning and competitive position. 33

Table 4.11: Effective strategic planning helps to maintain competitive position. 34

Table 4.12: Product differentiation is a way of maintaining competitive position. 35

Table 4.13: Better competitive position helps to motivate the employees. 36

Table 4.14: Better competitive position helps to gain more profit 37

Table 4.15: KFC emphasizes on cleanliness and hospitality to attract customers. 38

Table 4.16: KFC is much more careful to its customers and employees satisfaction. 39

Table 4.17:KFC holds the leading position than any other fast food restaurants. 40

Table 4.18: KFC needs to improve its strategic planning functions to maintain competitive position. 41

Table 4.19: Coefficients. 43

 

 

 

 

 

 

List of figures

Figure 2.1: Conceptual framework (Self-Made) 15

Figure 3.1: Types of Research philosophy. 16

Figure 3.2: Different types of research techniques. 19

Figure 4.1: Age of the respondents. 26

Figure 4.2: Gender of the respondents. 26

Figure 4.3: Educational status. 27

Figure 4.4: How long are you employed in the organization?. 28

Figure 4.5: You are satisfied with the current competitive position of KFC.. 29

Figure 4.6: Strategic planning helps to provide quality food and hospitality. 30

Figure 4.7: Strategic planning increase operational excellence. 31

Figure 4.8: Strategic planning helps in product leadership. 32

Figure 4.9: Strategic planning increase customer intimacy. 33

Figure 4.10: There is a relation between strategic planning and competitive position. 34

Figure 4.11: Effective strategic planning helps to maintain competitive position. 35

Figure 4.12: Product differentiation is a way of maintaining competitive position. 36

Figure 4.13: Better competitive position helps to motivate the employees. 37

Figure 4.14: Better competitive position helps to gain more profit 38

Figure 4.15: KFC emphasizes on cleanliness and hospitality to attract customers. 39

Figure 4.16: KFC is much more careful to its customers and employees satisfaction. 40

Figure 4.17: KFC holds the leading position than any other fast food restaurants. 41

Figure 4.18: KFC needs to improve its strategic planning functions to maintain competitive position. 42

 

 

 

 

 

Student’s Declaration

 

I hereby declare that this is my own work. It has not been submitted previously for any degree or other purpose. No one is concurrently submitting this work for any degree. This work is being submitted in partial fulfilment of the requirements for the degree of (……………………..).

 

 

 

Signed……………………………………….

 

Date…………………………………………..

 

 

 

Abstract

The research is about the strategic planning for maintaining the competitive position of KFC in the background UK. It has the objectives that are being trying to achieve. The main objective of the research is the investigation of the strategic planning for maintaining competitive advantage in the UK market. The researcher also finds some specific objectives under these main objectives. Those are: to evaluate how KFC is using strategic planning in its business, to identify competitive position of KFC in UK’s fast food industry, to evaluate impact of strategic planning in maintaining competitive position of KFC, to recommend KFC how it can use strategic planning to maintain competitive position. Based on the main and specific objectives, the researcher sets some questions regarding the issues. These are: what are the key processes of the strategic planning of KFC? What is the competitive position of KFC in UK’s food industry? What are the impacts of strategic planning on competitive position of KFC? How strategic planning process of KFC can be improved to maintain its competitive position? The researcher has analyzed literature from at least 20 sources as secondary sources of data collection. The researcher also uses the primary data collection method and set 15 questions regarding the issue. He has taken 70 employees as respondents to collect primary data. After collecting the data, it is sued SPSS software to analysis the data. The researcher finds some outcome by analyzing the data. The respondents answered that now a day, the increase of competition in Fast food industry, KFC using product differentiation strategy. The serve the customers in unique way and provide unique item of product category. KFC gains competitive advantage by using point of difference. They has kept emphasizes that their chicken is “entirely different but still tender and tasty”. They also gained competitive advantage by reducing production cost. The strategic planning needs to be improved. As competitors are spending lot of money in marketing research and find new opportunities for gaining competitive position, KFC needs to improve their strategy to retain the leading position. They need to be customers oriented and give emphasizes on the customers’ needs and preference. They need to improve their strategy continuously to adapt the changing situation and to keep their position in the market.

 

1        Chapter one: Introduction

The research is about the investigation of strategic planning for maintaining the competitive position of KFC in the background of UK. The chapter of the research deeply describes the various parts of the related field. At first it shows the background of the research and research firms, than it tries to identify the rational of the research and research objectives. After it, the researcher shows the main 4 questions of the research. The overall discussion clearly focuses the primary activities of the research.

1.1      Background of the research

In the UK, the fast food industries are growing rapidly. The present situation says that the McDonald is staying in the first position of the market with 15% share of market. The KFC is staying with the 9% of the market. This research is mainly developed on KFC’s strategic planning for competitive position. Various problems relate to the business activities of KFC that leg behind the company in the fast food industry in UK. The company lost market share to the competitor such as McDonald. As UK is the country of huge diversity, the cultural factors, regional differences, religion differences and other differences affects the business success of KFC. Strategic planning is the strategic fit between organizational goals and capabilities and market changing opportunities. As the market is changing day by day, KFC should catch up the market in right time with right strategies.

The strategic planning for the company is the expansion of the market by differentiating the marketing program. The main two focuses of the company is to become low cost leadership and product or services differentiation that make up the strategic planning of KFC. In UK, the health consciousness is increasing day by day. The having of fast food with high fat is decreasing. The KFC is trying to cope with this. The strategic planning plays as the key of the remaining other planning of the organization. When company tries to develop the strategic planning, it also wants to evaluate the effectiveness of the strategy. The product differentiation attracts the market of the product. When company can become cost leadership, it can produce the quality food and hospitality that is supported by further improved operational services. When customer finds their expected product, they repeatedly purchase product from the company. They become loyal to the company. The loyal is the first and main causes of getting most market share with profitably. The profitable market share is the precondition of competitive position of KFC.

The area of interest of this research is to find out the process, philosophy, procedure or the pros and cons of strategic planning of KFC to gain the competitive position of the. The impact of strategic planning on competitive position can be seen when company the plan proves the achievement of competitive position of the company.