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Macro Environment Analysis of Sri Lanka for Chick-Fil-A
Student ID: 17450889
Name: Sajini Senadeera
Module: Strategic Marketing MKTM028
Assignment 1
Executive Summary.
This report condenses the examination completed on large scale monetary variables that are exceptionally similar to influence the organization Chick-Fil-A in building up its operations in Sri Lanka. For the administration to access and take the most exact choice I have done a nitty gritty PESTEL examination. The report will first give a concise outline of the organization and the will give a condensed over of the nation in which Chick- Fil- A considers to set up. Assist the report has broken down the macroeconomic factor fundamentally and suggestion is accommodated administration basic leadership.
Company Overview.
History of the organization
Chick-Fil-A is a fast food restaurant chain established in 1948 by S. Cathy, which is headquarter in Atlanta, United States. It is now the USA’s largest family owned business which operates in more than 2200 restaurants. Cathy Truett was a previous restaurant laborer. The Cathy family has been maintaining the business for just about four ages and in 2016 it has expanded drastically.
Product portfolio
Chick-Fil-A serves with various product offerings comprise with numerous item varieties from a similar line, for its veggie and non-veggie clients running breakfast, child's suppers, to courses to side dishes and servings of mixed greens particularly thinking about sustenance, natural nourishment rather than fast food, which has built up an upper hand for the organization. Chick-Fil-A also provides home delivery services.
Competitor Analysis
Chick-Fil-A’s main competitor is KfC. In 1990’s KFC enjoyed 40% makrek share where as it was only 9 % for Chick-Fil-A. Be that as it may, right now Chick-Fil-A has the most elevated market share, having 26% of the market instead of 22% of KFC. Chick-Fil-A's turnover for 2013 outperformed $5 billion, rather than $4.2 billion by KFC, (Lutz, 2016). Consequently, starting at now Chick-filA offers thrice the sum as KFC does (Back, 2016). Additionally ponders uncover that Chick-Fil-A makes altogether greater benefits for a solitary outlet contrasted with the various eateries in USA (QSR magazine, 2016).
Unique Selling Proposition (USP)
The main key point when it comes to Chick-Fil-A is their excellence menu when compared to its rivals. Chick-Fil-A frequently beat in client benefit audits, ascribing to clients being exceedingly captivated by its general cleanliness, quick and practical administrations, and the staff who work fastidiously. Notwithstanding, Chick-Fil-A battles the venture to prepare its staff, and the establishments solid accentuation on its way of life cleared path to its USP (Franchisechatter.com, 2016)
Company Expansion
They expanded by establishing a restaurant in Calgary International Airport, Canada in 2014.
Industry Analysis of Sri Lanka.
Introduction.
Sri Lanka is one of the appealing nations in the district because of its current changed economy and great expense arrangements. Sri Lanka has been ranked 54th by The International Finance Cooperation, the world’s best countries to invest in. The constitution is additionally giving the assurances on the outside venture undertakings and it gives exceptions from trade control while guaranteeing 100% deportation of benefit and by enabling 100% possession to the remote financial specialists (Opportunitysrilanka.com, 2016).
Sri Lanka is a rated as a “middle income” country from the World Bank with a per capita income of USD 3,924 in 2015 (Silk Road.lk, 2016).
Sri Lanka’s fast food industry.
According to (Statistics.gov.lk, 2016 ) currently Sri Lanka is having over 1000 restaurants operating. The fast food industry I Sri Lanka falls under tourism. Subsequently the organization ought to essentially center after satisfying the commitments and necessities of this service.
After the war Sri Lanka had a rapid growth of 21% development in the country. The primary reason is the blast in tourism industry where nonnatives visit Sri Lanka after the common war and outstanding US voyagers is going to Sri Lanka also.
Right now Sri Lankan fast food industry is overwhelmed by six remote fast food chains. KFC, Dominos, MacDonald’s, Pizza Hut, Burger King and Subway are them. By working together about two decades with a consistent development it demonstrates that Sri Lanka is having a decent market for diversifying.
Assignment focus.
In connection to extending its industry and having a goal of expanding 100 outlets consistently, Chick-Fill-A growing to Sri Lanka as an establishment is fundamentally examined. In connection to that a far reaching natural examination has been done to recognize the effect of setting up Chick-Fill-An in Sri Lanka.