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8/6/2019 Projects-Marketing Management-CC Class Marketing Management - Final Report & Final Exam-Final Report-Group1 McDonalds vs KFC-MKT

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Comparing the competitive

advantages between McDonald

and KFC, for young

consumers in Hsinchu

area.

Professor: Dr. Trappey

Students: 9562503

9562502

952028



Introduction



Literature review

In Taiwan, McDonald grew up fast and successfully with flexiblemarketing strategies and QSC&V (Guang-Shiash Hu, 2000), Although

McDonald adopted the marketing strategy of cutting prices, the consumers

will not increase their consuming amount. (Wei-Hua Chen, Chia-Chun

Tsai, 2003) Only the improvement of utility and enjoyment will raise

up consuming amount (Yi-Wen Wang & Ming-Tsung Lee,2005).

Define the problem and market research questions.

Comparing the competitive advantages between McDonald and KFC.

The target population is the young consumers (under 30) in

Hsinchu City.



Methodology



Hypotheses

Survey

Statistical Analysis

Research Finding

Conclusions suggestions

R esearch Framework:



We will use the approach of setting up a questionnaire concerning customers¶

preference. and collect results from young consumers in Hsinchu area, to compare

the advantages between Macdonald and KFC when customers choose western fastfood chains. The Hypothesis were shown below

Hypothesis1To compare with KFCEnvironment´ is a

competitive advantage of McDonald

Hypothesis2To compare with KFC Food selection´ is a


Hypothesis3To compare with KFCPrice´ is a competitive

advantage of McDonald

Hypothesis4

To compare with KFCBrand image´ is a


Hypothesis5To compare with KFCService´ is a competitive


Hypothesis6To compare with KFCTaste of Food´ is a

competitive advantage of Macdonald



Data Collection Plan:

What: to compare with the advantages of Macdonald and KFC

in young consumers in Hsin-Chu

Where: Macdonald and FKC in kung-Fu Rd.

Who: Young Consumers (under 30 years old)

When: 23 May

How: Adopting questionnaires

How many: 70 valid questionnaires



Results and Finding



5.04 5.03 4.994.81

5.26 5.27

0E nvironm ent Food

Selection

Price Brand

Im age

S ervice Taste of

Food

Beliefs of Young Consumers:

When young consumers selected a fast food restaurant,

they care about the service and taste of food most.



Hypothesis 1 : To compare with KFCEnvironment´ is a competiti


D

a t a

K FCM ac.

50

45

40

35

30

25

20

B oxplot of M ac., K FC

Hypothesis: Ha: M>KFC

Two-sampleT for Mac. vs KFC

N Mean StDev SE Mean

Mac. 70 33.50 8.05 0.96

KFC 70 33.46 6.20 0.74

Difference = mu (Mac.) - mu (KFC)

T-Test of difference = 0 (vs >): T-Value = 0.04

P-Value = 0.486 DF = 13

P-value>0.05, Do not R eject H0,

Environment is not a competitive advantage of

McDonald



D

a

t a

K FCM ac

50

45

40

35

30

25

20

B oxplot of M ac, K FC Two-sampleT for Mac vs KFC


Mac 70 33.74 7.08 0.85

KFC 70 33.74 5.59 0.67

Difference = mu (Mac) - mu (KFC)

T-Test of difference = 0 (vs >): T-Value = -0.00

P-Value = 0.500 DF = 138



Food selection is not a competitive advantage

of McDonald

Hypothesis 2 : To compare with KFCFood selection´ is a




Two-sampleT for Mac vs KFC


Mac 70 34.0 11.3 1.4KFC 70 30.87 8.81 1.1



P-Value = 0.037 DF = 130

D

a t a

K FCM ac

50

40

30

20

10

B oxplot of M ac, K FC

Hypothesis 3 : To compare with KFCPrice´ is a competitive



P-value<0.05, Do not R eject H0,

Price is a competitive advantage of McDonald



D

a t a

K FCM ac

50

40

30

20

10


Hypothesis 4: To compare with KFCBrand image´ is a \


Two-sample T for Mac vs KFC


Mac 70 34.40 9.76 1.2

KFC 70 32.16 8.61 1.0



P-Value = 0.076 DF = 138



Brand image is not a competitive advantage of

McDonald



Two-sample T for Mac vs KFC


Mac 70 38.21 8.82 1.1

KFC 70 35.96 8.51 1.0



P-Value = 0.063 DF = 138

D

a t a

K FCM ac

50

45

40

35

30

25

20


Hypothesis 5: To compare with KFCService´ is a competitive




Service is not a competitive advantage of McDonald



Hypothesis 6: To compare with KFCTaste of Food´ is a

competitive advantage of Macdonald

¡

¢

¡

£ ¤

¥ ¦

§ ̈

© ©

©

©

©

©

!

"

# $

% &

' Two-sample T for Mac vs KFC


Mac 70 37.66 8.01 0.96

KFC 70 36.70 7.36 0.88



P-Value = 0.231 DF = 138



Food is not a competitive advantage of McDonald



Factors Blief

Mean

(Belief times Rating)

STDDV

(Belief times

Rating)T-

value

P-

value

McDonald KFC McDonald KFC

Environme

nt 5.04 33.50 33.46 8.05 6.2 0.04 0.486

Food

Selection5.03 33.74 33.76 7.08 5.59 0 0.5

Price 4.99 34.00 30.87 11.3 8.81 1.81* 0.037*

Brand

Image4.81 34.40 32.16 9.76 8.91 1.44 0.076

Service 5.26 38.21 35.96 8.82 8.51 1.54 0.063

Taste of

Food5.27 37.66 36.79 8.01 7.36 0.74 0.231

Summary Table of Test:



Conclusions

&

Suggestions



Conclusions:

(1) When young consumers selected a fast food restaurant, they care about the

service and taste of food most. In order to increase the market share of young

consumers, restaurants have to put most effort on the service and taste of food.

(2) Young consumers consider that the McDonald provided a more reasonable

price than KFC. To McDonald, it¶s a advantage to KFC and should be maintained.On the other hand, KFC should make a detail research about the reason why young

consumers have such recognition about the price of two restaurants.

(3) We found that every factor, the all standard deviation of McDonald were greater

than KFC. It possibly means that young consumers give the more diverse rating

on McDonald.

(4) We got the marginal p-value on service and taste of food and that could be

the latent competitive advantages of McDonald.



Suggestions:

This is just an explorative research. Seventy questionnaires maybe not sufficient

to get the precise results. Enlarge the number of the respondents is the first

suggestion in future research. Moreover, most our respondents are senior

high school students, we may lack the opinions of college students and others

who are under 30 years old. Why young consumers think the price of McDonaldare more reasonable, a detail research is needed.



Thanks for your

Attention

Professor: Dr. Trappey

Students: 9562503

9562502

952028

Date post:	07-Apr-2018
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