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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
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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Introduction
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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.
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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Methodology
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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Hypotheses
Survey
Statistical Analysis
Research Finding
Conclusions suggestions
R esearch Framework:
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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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
competitive advantage of McDonald
Hypothesis3To compare with KFCPrice´ is a competitive
advantage of McDonald
Hypothesis4
To compare with KFCBrand image´ is a
competitive advantage of McDonald
Hypothesis5To compare with KFCService´ is a competitive
advantage of McDonald
Hypothesis6To compare with KFCTaste of Food´ is a
competitive advantage of Macdonald
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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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
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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Results and Finding
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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.
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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Hypothesis 1 : To compare with KFCEnvironment´ is a competiti
advantage of McDonald
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
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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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
N Mean StDev SE Mean
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
Hypothesis: Ha: M>KFC
P-value>0.05, Do not R eject H0,
Food selection is not a competitive advantage
of McDonald
Hypothesis 2 : To compare with KFCFood selection´ is a
competitive advantage of McDonald
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Two-sampleT for Mac vs KFC
N Mean StDev SE Mean
Mac 70 34.0 11.3 1.4KFC 70 30.87 8.81 1.1
Difference = mu (Mac) - mu (KFC)
T-Test of difference = 0 (vs >): T-Value = 1.81
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
advantage of McDonald
Hypothesis: Ha: M>KFC
P-value<0.05, Do not R eject H0,
Price is a competitive advantage of McDonald
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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D
a t a
K FCM ac
50
40
30
20
10
B oxplot of M ac, K FC
Hypothesis 4: To compare with KFCBrand image´ is a \
competitive advantage of McDonald
Two-sample T for Mac vs KFC
N Mean StDev SE Mean
Mac 70 34.40 9.76 1.2
KFC 70 32.16 8.61 1.0
Difference = mu (Mac) - mu (KFC)
T-Test of difference = 0 (vs >): T-Value = 1.44
P-Value = 0.076 DF = 138
Hypothesis: Ha: M>KFC
P-value>0.05, Do not R eject H0,
Brand image is not a competitive advantage of
McDonald
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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Two-sample T for Mac vs KFC
N Mean StDev SE Mean
Mac 70 38.21 8.82 1.1
KFC 70 35.96 8.51 1.0
Difference = mu (Mac) - mu (KFC)
T-Test of difference = 0 (vs >): T-Value = 1.54
P-Value = 0.063 DF = 138
D
a t a
K FCM ac
50
45
40
35
30
25
20
B oxplot of M ac, K FC
Hypothesis 5: To compare with KFCService´ is a competitive
advantage of McDonald
Hypothesis: Ha: M>KFC
P-value>0.05, Do not R eject H0,
Service is not a competitive advantage of McDonald
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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Hypothesis 6: To compare with KFCTaste of Food´ is a
competitive advantage of Macdonald
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% &
' Two-sample T for Mac vs KFC
N Mean StDev SE Mean
Mac 70 37.66 8.01 0.96
KFC 70 36.70 7.36 0.88
Difference = mu (Mac) - mu (KFC)
T-Test of difference = 0 (vs >): T-Value = 0.74
P-Value = 0.231 DF = 138
Hypothesis: Ha: M>KFC
P-value>0.05, Do not R eject H0,
Food is not a competitive advantage of McDonald
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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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:
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Conclusions
&
Suggestions
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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.
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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.
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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Thanks for your
Attention
Professor: Dr. Trappey
Students: 9562503
9562502
952028