Examining Marketing Strategies for the Mauritius Fast Food Market

Examining Marketing Strategies for the Mauritius Fast Food Market INTRODUCTION It is the beginning of a new era that the fast food industry has gradually breakthrough the Mauritius lifestyle. Due to the globalisation process, many fast food franchises are now available in Mauritius. Whether these fast foods have revolutionised Mauritius, today these products form part of our lifestyle and culture. People rely on their convenience to enhance their lives and productivity. But in the fast and increasing competitive business environment of today, the right marketing approach is necessary to compete with competitors. The ability to develop effective marketing strategy which enable the firm to become more responsive and adaptable to the market will perhaps more than ever before, differentiate the winners from the losers The rational of developing marketing strategies is to respond to the increasing high demand in fast food and to eventually increase the market share of chicken Delight Ltd. The answer lies in the fact that Chicken Delight Ltd franchise is in the fast food industry, selling fried chicken, chips and burgers, and its main and direct competitor is Kentucky Fried Chicken. Chicken Delight Ltd is relatively new on the Mauritian market and Kentucky Fried Chicken has already position itself in the mind of customers since it (KFC) was launched in Mauritius in the year 1983. Chapter 1: Chicken Delight Ltd Company and Product Profile Chicken Delight Ltd was incorporated on the 22nd March 2001. The company is a franchise, offering five product lines; it sells fried chicken, chips, burgers, salads and soft drinks. In the early 2000s, with the globalisation and the growth of fast foods in Mauritius, the company has introduced the brand name of Chicken Delight in Mauritius. To cater for customer needs, Chicken Delight Ltd has set up one retail shop situated at Royal Road, Port-Louis (under the trade name of Chicken Delight. Chicken Delight Ltd is also an extremely innovative company with unique menu items, and to adapt the products more to the local Mauritian market, Chicken Delight has introduced 30 products in Mauritius. Chicken Delight Mission As stated by the manager, Chicken Delights mission is To provide fast foods that exceed customer expectations in terms of service, price and quality Chicken Delight Vision To be present throughout the island, and to be the market leader in the fast food industry(as stated by the manager) Product Profile In Mauritius, Chicken Delight products are manufactured within international norms and quality to provide the maximum satisfaction to its customers. The products sold are Halal guaranteed. Thus whatever someones belief and culture, he or she can eat Chicken Delights products. Thorough study of the product line has been conducted to meet up the different tastes and habits of different people in Mauritius. In Mauritius, Chicken Delights product mix consists of five product lines, namely fried chicken, Chips, burgers, salads and soft drinks. Chapter 2: Regaining competitive advantage 2.0 Introduction This chapter will aim at assessing Chicken Delights strengths and weaknesses, its opportunities and threats through an analysis of its external general environment also called macro environment, its specific external, also called micro environment and conducting an organisational audit. It will conclude with a SWOT analysis model The critical objective of Chicken Delight is to achieve competitive advantage. Competitive advantage is an advantage that a firm has over its competitors, allowing it to generate greater sales or margins and retains more customers than its competitors. It is all about profitability, and this can be achieved by either lowering costs (comparative advantage) or differentiate its product/service (differential advantage) or by doing both simultaneously, so that it creates more value and can charge a higher price (Hill Jones, 2008, p104). There are 4 competitive advantages: Efficiency Quality Innovation Customer responsiveness All these factors are key success to competitive advantage. Focusing on efficiency allows Chicken Delight to keeps close control of costs, and dealing with the quality, customer responsiveness and innovation allows the company to maintain its customer loyalty and charge premium prices, thereby gaining competitive advantage. 2.1 Chicken Delight internal and external analysis Chicken Delight to generate future alternative strategies and decide which strategic alternative to pursue to regain competitive advantage and improve profitability, it is vital to assess Chicken Delights strengths and weaknesses, opportunities and threats. Strengths and weaknesses are internal to a company. They determine strategic capabilities of an organization, which rely on its resources and competences. The objective of Chicken Delights internal analysis is to identify its tangible and intangible threshold resources, unique resources, threshold and core competences, which allow them to compete effectively and stay ahead. On the other hand opportunities and threats are part of an organisations industry and macro environment. Identifying and analysing opportunities and threats in Chicken Delights working environment allow the company to determine how best to build on opportunities and avoid threats. It helps deciding in which areas resources need to be committed or diverted. Assessing Chicken Delights strengths and weaknesses; opportunities and threats will entail analyzing their general external environment (macro environment); its specific external environment (micro environment) and conducting an organizational audit. 2.1.1 SWOT Analysis The swot analysis summarizes key issues from the business environment and the strategic capabilities of an organization that are most likely to impact on strategy development. The aim is to identify the extent to which the strengths and weaknesses of an organization are capable of dealing with changes taking place in the environment. SWOT provides a guide to management action and provides an excellent framework for decision-making. The main purpose of a swot analysis is to identify the strategies that will best fit Chicken Delights resources and capabilities to opportunities and threats of Chicken Delights environment, play down weaknesses, avoid threats or use creativity and innovation to turn them into opportunities. It further helps identify and align a set of strategies at functional level, at business level and at corporate level. (Hill, Jones, 2008, Pg 9). SWOT Analysis for Chicken Delight Strengths Has high seating capacity, more than its main competitor KFC Has good customer service, staffs are well trained for dealing with customers Uses fresh raw materials obtained from the local market for maximum quality Clean and tidy environment and air-conditioned seating space Strong brand name as Chicken Delight is well known around the place Weaknesses Weak balance sheet showing losses No customers after 17.00 as all the shops are already closed at that time No variety of vegetarian foods available No product innovation since its opening No kids meal available No home delivery service available Slow service to customers during peak time due to lack of staffs Narrow product line, as have only chicken chips and burgers. No beef or fish dishes Opportunities Being a franchise, it can expand easily to other location as Chicken Delight has a good reputation Can introduce other products available at the Chicken Delights Head Office and thus increases the range of products Can introduce new products for vegetarians and for kids and introduce fish and beef products Selling company shares to the existing staffs to increase staff belongings to the company Can try to increase market share rapidly due to strong brand name and excellent location of fast food Threats Increase in price of raw materials Decrease in purchasing power of customers, customers will prefer cheaper foods despite less quality Possible entry of competitors selling same kind of products at cheaper price and at a better quality Severe laws about food production in Mauritius may interfere with the existence of Chicken Delight Franchiser imposes new law upon its franchisees Customers prefer healthy foods to fried oily foods Customer find another way of spending money and stop purchasing at Chicken Delight 2.2 Analysis of Chicken Delights general external environment The changing environmental factors have a high impact on the success or failure of business strategy. PESTEL model are used for analyzing the general external environment (macro environment) of organization such as Chicken Delight. It allows scenarios to be developed about the future. The macro environmental factors influencing Chicken Delight are as follows: 2.2.1 PESTEL Analysis of Chicken Delight Political The operations of chicken Delights are highly influenced by the individual state policies. Chicken Delight is affected by government policies on the regulations of fast food operation. Government is controlling the marketing of fast food restaurant because of health issue such as cholesterol issue, cardiovascular and obesity among the young children. Government control the license given for opening the fast food Good relationship with government in giving benefits such as employment and tax for the company success. Economic Fast food industry do have their individual concerns involving economic factors such as branches of fast food chains like Chicken delight is hit by inflation and changes in the exchange rate. Social/Cultural Chicken Delight indulges a particular variety of consumers with definite types of personalities. Young urban consumers want technology in their life and facilities such as credit card payment wireless Internet, cosy and relaxing ambient place and other attraction for their hangout and eating. The Mauritian population is becoming more and more health conscious and about how and what to eat. They are eating foods that are more healthier and less food with lots of oils, fat and spicy. Chicken Delight is thinking about how to offer the customer with healthier foods and also vegetarians foods. Hindu people do not take beef, and Muslim people do not eat pork. So far Chicken Delight has shown good effects in localization of its menu to suit local taste and had constantly survey and learns about local culture to better understand and design the best product for them. Technological For a fast food restaurant, technology does not give high impact on the company and it is not a significant macro environment variables. Chicken Delight is looking to competitors innovation and improved itself in term of integrating technology in managing its operation. Chicken Delight is looking in inventory system, supply chain management system to manage its supply. Easy payment and ordering systems for its customers and wireless Internet technology. Legal factors As a certified fast food operator, Chicken Delight should follow many regulations and procedures. Chicken Delight has to take into consideration legal concepts like tax obligations, employment standards and quality requirement. Chicken Delight requires conforming their meat to the Halal requirement of the law. The legal requirement is important so that the company do not get a fine or their business prohibited from operating. Environment Vegetarian environmentalist criticizes the fast food giant for cruelty to animals and slaughtering. Chicken Delight used paper packaging, and Chicken Delight was criticized for being insensitive to pollution and this was having a high impact on the environment by throwing away those hard to recycle packaging. Mauritius is getting concerned for environment issues and business operating should emphasise on careful usage of world resources for sustainable development and should care for environment safely and health for our future generation. 2.3 Analysis of Chicken Delights specific external environment The common models used for analysing the specific external environment of organisations, also known as the micro environment of organisation such as Chicken Delight is the use of the Porters 5 forces model and analysis of the competitive market structure. Porter has suggested that it is the collective strength of these forces that determine the attractiveness of the industry. Organisation should tend to find a position in the industry where it can either defend itself against these forces or influence them in its favour. Analysis of the specific environment along Porters 5 forces model reveals the micro environmental factors that affect Chicken Delight as follows: The Structural analysis of small enterprise Porters 5 forces model of competition Source: Porter 1980 Porter (1980) claims, There are five forces which determine competitiveness. Porters 5 forces model would be useful to analyse the impact of structural forces upon the fast food (which is a small enterprise) Barriers to Entry In the fast food industry, the barriers to entry are relatively low. Only a small investment is required to see up a fast food outlet and it is not difficult to obtain a franchise from an international company. There are many marchand ambulants (street Hawkins) who can easily sell their snacks in the streets of Port Louis or even infront of Chicken Delight outlet. Buyers If buyers are powerful vis-Ã  -vis small firms, there are more opportunities to obtain discounts, supplementary services, products of superior quality and other benefits, that could only add to the costs of small firms. At Chicken Delight, buyers can very easily shift to other fast food, since they have a wide choice of products at relatively lower costs than Chicken Delight Products. Some of the fast foods available are roti, doll pouri, samoussa, gato piment, and pain fourre among others. Suppliers Large suppliers produce an impact on small firms by the way they price the raw materials. Concerning the suppliers, raw materials such as chicken, potatoes, cheese, lettuces and bread are easily obtained on the Mauritian market. Rivalry The intensity of rivalry among existing firms can remain high if there are high exit barriers. As highlighted by Stokes (1995), exit barriers that prevent small firms from quitting the industry, are:- Economic constraint such as costs of liquidation or sales or loss of income Psychological attachment to the enterprise Loyalty to employees Prides that comes from ownership Concerning the competitive rivalry, there are lots of competitors in the fast food industry. Some of the direct competitors that also sell fried chicken are KFC and Rodeo Fried Chicken. Other rivals that also offer fast food are Pizza Hut, McDonald, Debonnais and other Mauritian snacks (roti, doll pourri, samoussa) and restaurants. Threats of Substitute Stokes (1995) stresses upon two ways through which substitutes might represent a real danger to a small firms products. A substitute which performs the same function, but in a different way. A substitute way of spreading money. There is really a real threat for Chicken Delight as there are many substitutes of fast foods on the Mauritian market. These substitutes are the local foods as gato-piment, samoussa, roti, doll-pourri, the brianis, the restaurants, and also foods that can be easily cooked using a microwave. Also, people may find a better way of spending, rather than spending their money on fast foods, they may turn towards more healthy foods.

A Welcome Address

Mr. Chairman, His Royal Highnesses, Ndi Nze an Ozo, Members of Igbo Council of Chiefs and Traditional Rulers, Distinguished Ladies and Gentlemen. Good evening. Eight years ago, a child was born in Dallas/Fortworth metroplex with just only seven members under the leadership of Mr. Chinedum Eguzouwa our first executive president. Today, that child has grown to the strength of 60 members and has the potential to grow more as the years go by. That child is UMUNNA BU IKE SOCIAL CLUB OF NIGERIA DALLAS/FORTWORTH. It is with great pleasure that I welcome you to this great occasion. I understand that there are many engagements in and around the city but you chose to be with us on this our 3rd induction party to witness why we are called UMUNNA BU IKE as young and dynamic club in Dallas. Tonight, we will induct ten families who were the lucky ones among many that applied. For those that were not admitted at the time of their interview, our reluctance in admitting you then did not mean that you were not qualified rather, it was based on the premises that our club does not engage on mass admission. Therefore, we encourage you to continue to reapply and on time so as to be among the very first ones to be interviewed. It is worth mentioning that to be considered for admission, you must be married and remain married because our club is built strongly on family values. To our new inductees, I welcome all of you to this great club. You will see for yourselves the difference between Umunna Bu Ike and any other club that may belong. You have made the best choice our your life in term of choosing a social club to belong. We will support and encourage you in our Umunna Bu Ike spirit. We encourage you to be steadfast in your marriage and uphold your family values that unites our club. You will be inducted tonight and we asked all your supporters to shower you with their love by spraying dollars on you as they merry with all of us tonight.. Our club is known to be pace setters in Dallas though too young. We have embarked on two Caribbean cruise, our last year picnic was second to none in comparison to any other club in Dallas, Our mother's event made history with our wives being picked up from their homes with limousine to the party site. This year, we are cruising to the eastern Caribbean to welcome our new inductees. Last year, under the chairmanship of Attorney Austin Uke, our youth wing is waxing so and strong some the highlights you will witness tonight. The club has also suffered some setbacks like many of the clubs in the city. Just three months ago, our club lost one of our pillars, a giant, man among men, a complete gentleman, a businessman, and a philanthropist in the person of late High Chief David Omenukor who slept with the lord on February 6, 2013. We ask that you continued to remember his family in your daily prayers and may I request your indulgence to ask for a moment of silence on his behalf. May we rise please. â€Å"May his soul rest in perfect peace†. Tonight, the chairman has assured me that all will be well and wants everyone to relax and watch the events as they unfold. We are prepared to entertain you with much to eat and drink, DJ Paulo is ready to with latest release to keep you on the dancing floor till dawn. Please drink moderately, and as you go home this morning, may Almighty God guide you safely. Thank you and remain blessed.

Ateneo Entrance Exam Essay Essay

â€Å"I am pretty unextraordinary.† – Hazel Grace Lancaster (The Fault in Our Stars by John Green) This little line from one of my favorite books helped me start my journey of self-discovery. Before, I really did consider myself as someone very unextraordinary. To the world, I’m just an average girl that nobody will ever notice. Maybe I never will be noticed in an extraordinary way, but I’m determined to make my mark. But first things first, I had to discover myself and define who I really am. My first moment of self-discovery began, actually, when I first developed my love for books. And that moment happened way, way back when I was still a young child. Nothing made me happier than going to National, Power Books or Fully Booked to go see what new storybook, magazine or novel was available. To this day going book shopping, an activity most people my age would find as agonizingly boring, is an opportunity to expand my knowledge and vocabulary. The only thin g I need to improve on right now is, admittedly, my book choices. My Dad constantly reminds me to move onto more young adult publications and cut back on the children’s novels. Books are my first great love. Through them, I can go on fantastic adventures that become almost real in my imagination. I also relate to the characters in terms of their personalities and the things they do in the story. From the protagonist, antagonist and all the other characters in between, I can find someone or even something I can relate to in a book. My current favorite books are The Fault in Our Stars by John Green, where I have learned a great many deal of new words such as hamartia, toroidal, prototypical, narcissistic, bacchanalia and so many other terms that were once too sophisticated for me to understand until I looked them up in the dictionary. The Fault in Our Stars is a heartwarming and yet also heartbreaking love story of two young cancer-stricken teenagers who find their own little infinity together within their limited number of days. I’d tell you more but I wouldn’t want to spoil the entire novel. Second in my favorites list would have to be The Book Thief by Markus Zusak. Here, I saw World War II and the horrors of the Holocaust through a young girl like myself, who was unable to read and write until she was given to a foster family in Germany. Liesel Meminger then later befriends Max Vandenburg, a Jewish man who hides in her family’s  basement to escape the Nazis. Again, I will not spoil this great work and you will have to read it yourself. This book really strikes me as something that can really make us all question our humanity. As almost all of us know, the Holocaust in World War II was the most horrifying genocide in the entire world. Millions of men, women and children all executed just because of their religion. If you ask me, Adolf Hitler must have been both insane and blind. Did he not know that in World War I, approximately 96,000 Jewish soldiers fought for Germany? It pains me to think that Hitler did not remember that. The Book Thief is most definitely one of those war novels that will have you questioning mankind’s humanity. As for a favorite book series, I would have to say that the How to Train Your Dragon series by British author Cressida Cowell. I admit, it’s a children’s book s series but I really enjoy reading the books. The series is funny, compelling and the books have helped me fine tune my imagination. In fact, this beloved series has been turned into two films and a TV show. But I’ll tell you all about it later. Indeed, through reading books of all kinds I have discovered things about myself I didn’t even know were there. I discovered that I have a talent for writing and storytelling. And I have grown to love these two hobbies, which I hope that I can turn into a job by becoming a writer or a journalist when I grow up. Aside from reading, I have also experienced being in academic contests in my school where I have begun to define myself as an intellectual. One of those contests is the Essay Writing Contest the school has every year. I never really win any prizes for my compositions but it’s always so much fun to compete. Through essay writing contests, my writing ability is steadily honed and constantly improved with every essay I write. So part of my journey of self-discovery has been accomplished through the means of books and writing. The other part is, hon estly, what I’ve been recently obsessing about. â€Å"Everything we know about you guys†¦is wrong!† – Hiccup Horrendous Haddock III (How to Train Your Dragon Movie) That line from an animated movie by DreamWorks Animation has always been embedded in my memory. The first part of this essay focused on my love for books and how reading and writing have helped me discover who I am in terms of what I can do in this world. This part will now focus on who I truly am as a person. How to Train Your Dragon is a 2010 animated film directed by Dean DeBlois and Chris Sanders under DreamWorks Animation. Its story revolves around a  young Viking teenager named Hiccup (Yeah, I know. The name is pretty unusual.) who lives in the fictional dragon fighting island of Berk. In Berk, fighting dragons is as necessary as breathing air to live. However, Hiccup is the runt of the village and is physically unable to fight dragons and cannot live up to his father’s expectations. Incidentally, his father, Stoick the Vast, is the tribe chief. But when Hiccup creates an invention that shoots down an ultra rare dragon species known as the Night Fury and attempts to sl ay it, the young Viking then finds himself unable to do so. This then leads to him freeing it and establishing a forbidden friendship with the dragon, whom he names Toothless. In Hiccup’s world, befriending a dragon is the highest act of treason. And yet in the end, Hiccup and Toothless’ amazingly strong bond enables them to change the relationship between the dragons and Vikings of Berk. Yes, it is an animated movie. But it is not strictly for kids only. I had a real moment of self-discovery and self-definition when I watched this at my best friend’s recommendation. And I was immediately awestruck by the movie on so many levels. The detail on the animation was superb, the lighting was perfect, the music score was just phenomenally beautiful. But what really touched my heart was the story. I really relate to Hiccup. He is left-handed, physically not in the best of shape, intelligent and extremely different from the rest of his peers. I, myself, am also left-handed, physically weak, mentally strong and†¦different. I often look at my friends and other people and I can’t help but sometimes feel that I’m just too different. I don’t like all the things everyone else likes and sometimes I don’t even understand current trends and stick to the things I know. Like Hiccup, I am different. And also like Hiccup, I have embraced my difference. Thanks to this film (and its TV series and sequel) I have figured out who I am as a person. Everyone discovers a new trend and they all go along with it. Sometimes I do that but I’m more comfortable staying in my comfort zone. And when someone tries to change me, I steadfastly refuse to do so. I am an individual. And I am proud of it. I’m different from everyone else and that’s okay. Truth be told, we’re all different. We’re just scared to show the world our individualities. That’s  why I try hard to stay true to myself and make sure nobody and nothing turns me into something I am not. But I also remind myself to keep an open mind and broaden my horizons. When I experience new things, it helps me discover more interesting characteristics that help define myself as a person. And that’s exactly what Hiccup does. He accepts his individuality and tries to do things nobody has ever tried before. Throughout the film, TV series and sequel, Hiccup stayed true to himself and didn’t allow anyone to change him. If you must know, I have recently watched How to Train Your Dragon 2 and had another great moment of realization. In the second film, Hiccup is now a young adult and is currently trying to find himself. This is exactly what I’m doing right now, even as I write this. I apologize if this essay may seem haphazardly constructed. I must admit, my writing style does tend to confuse some people. But that’s essentially how I have defined myself as a person, through books, writing and dragons. And to tell you the truth, self-discovery and defining yourself as a person never stops. As the years go by, you will have more experiences, more moments that help you realize that there’s more to you than meets the eye. For me, I’m still pretty young so I still have a long way to go until I can complete my personal definition. In case some of you may not fully know me yet, allow me to tell you once again who I am. I am an individual with a love for writing, making stories, reading books, obsessed with dragons. And basically, I am different. And I am proud to be different.

Vietnam War The Evolving War - 2682 Words

Jonathan Gonzales History 1302 Section 04 4 May 2015 Vietnam the Evolving War The Vietnam War was a Cold War-proxy era war that had significance on a global, and domestic scale with an everlasting effect that has shaped modern day politics. The Vietnam War also known as the second Indochina War was fought between November 1955 and April 1973. A large time frame that would span many presidencies, and include millions of deaths, corruption and tragedy. The prominent effects after the war, and the time leading up to the war gives great insight to the mindset of American officials and the public as the war progressed. Specifically in regards to the way American Officials, and citizens alike fought and engaged in this†¦show more content†¦President Harry S. Truman would also adopt the idea of â€Å"containment† as a part of his foreign policy. This was a key turning point in U.S foreign policy. Many United States military and political leaders would adopt this ideal. President Eisenhower would be the United States, 33rd President and would take this containment policy in fear of the â€Å"domino theory†. The ideal of the time period that once a country â€Å"fell† to communism that the immediate surrounding countries would soon fall. The rise of Soviet Union and the Cold War era became a major factor in the mindset of Americans. Such things as the â€Å"Red Scare† and the controlling force of communism placed fear in many Americans. The Soviet Union would directly affect the agenda America would have for the coming decades. Perceived as a threat to the American way of life. The spread of communism would be stopped at all cost, including innocent lives. After years of funding the French. In 1954 Geneva Peace Accords would officially establish two separate governments within Vietnam; as the world saw the fall of French prominence in Vietnam. The country was officially split into two separate governments at the 17th parallel. The people of Vietnam were given 300 days to decide where they would reside. Diem wo uld become the Prime Minister of South Vietnam, and would eventually take rule as a dictator he would crushing his political