Marketing strategies of fast food chains

The motivating force that spearheaded us to take on this project ts the inherent \n \ncompetitiveness of the fast food industry. We are more curious, rather than fascinated, by \n \nhow the restaurants remain competitive despite the tense competition in the market. In \n \nessence; we are interested in : \n \n(1) How fast food restaurants establish a competitive position for themselves in this industry \n \nwith specific emphasis on their marketing strategies. \n \n(2) To evaluate how these companies perform with respect to the consumers' perception . \n \n... \n \n(3) Recommendations as to how they can bridge the discrepancies between consumers' and \n \ncompanies' expectations. \n \nIn order to achieve these objectives, two restaurants, Burger King and Pizza Hut were \n \nchosen respectively. The study of these two organizations would include interviews with the \n \nmarketing managers of both companies as well as conducting consumers surveys. The \n \nquestionnaire survey was conducted at one of the outlets of each restaurant with a sample \n \nsize of 60 people. This survey is vital as it forms the main thrust in the analysis and \n \nevaluations of the companies. The study of these two restaurants would not be complete \n \nwithout the recommendations to how the companies can enhance its competitive edges. \n \nIt is hoped that after reading this project, readers can fully appreciate the existence of the \n \nfast food industry, in particular towards the two restaurants that had been studied. More \n \nimportantly, readers should appreciate how the restaurants can remain competitive in this \n \nindustry, which is the main bulk of our project.