Examining Strategic Management for Chicken Delight Ltd

In: Business and Management

Submitted By govin420
Words 2429
Pages 10
AMITY UNIVERSITY MAURITIUS

Course :
MBA (by Distance Learning)

Module :
Strategic Management

Coursework Title :
Examining Strategic Management for Chicken Delight Ltd

Date Of Submission: 23 April 2015
Lecturer:
Mr. Narain

Presented by:
Ramdin Devesananda
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 2000's, with the…...

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