StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

Fast-Food Options in Bangalore - Research Paper Example

Cite this document
Summary
The paper "Fast-Food Options in Bangalore" focuses on the critical analysis of the material which suggests a new location for Wendy’s International Inc., to diversify its fast food centers. It has identified Mahatma Gandhi Road in Bangalore, India as the appropriate location for its business…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER93.4% of users find it useful
Fast-Food Options in Bangalore
Read Text Preview

Extract of sample "Fast-Food Options in Bangalore"

Running head: Bangalore- An Attractive Opportunity For a Fast Food Center BANGALORE- AN ATTRACTIVE OPPORTUNITY FOR A FAST FOOD CENTER INTRODUCTION This report contains material which suggests a new location for Wendy's International Inc., to diversify their fast food centers. The report has identified Mahatma Gandhi Road in Bangalore, India as the appropriate location for its business. Fast food centers are usually located on the basis of foot traffic by potential customers in the area, proximity to crowd-pulling or crowd gathering places like museums, theatres etc. The report has taken into account all these factors and more data related with the consumption trends and a proposal has been made on this. The outline of the report basically consists of a brief description of the location, followed by the analysis of consumption trends in the location. This is then followed by a conclusion explaining why Wendy's International Inc., one of the largest fast food chains of the world must consider this location. MAHATMA GANDHI ROAD, BANGALORE M. G. Road is one of the busiest roads in the city of Bangalore and is lined on one side with retail stores, food outlets and restaurants. It runs from Trinity Circle at one end to Anil Kumble Circle at the other. It has many office buildings, shops and theatres. It is also a home to a large number of buildings and banks. An additional point that is worth mentioning here is that, presently, it is being improved and prepared for the long-awaited Metro Rail line that connects the eastern part of Bengaluru with the west. Many Indian cities (including New Delhi and Mumbai) have an M. G. road, and in general there is no linkage between these various roads (except that in many cases, these happen to be the busiest part of the city). FAST FOOD - THE INDIAN SCENARIO India, as the world sees it, is a developing country, showing great progress in its economy. Many MNCs of various industries have turned their attention towards India.The Indian middle class has grown so affluent that they can easily afford to eat out more often compared to a decade ago. In fact, according to a McKinsey report, the Indian food industry grew faster than the information technology industry over the last 10 years. The fast food industry in India is even bigger business. India's fast-food industry is growing by 40% a year and is expected to generate over a billion dollars in sales this year. Consumerism is big business in India. There will be 628 million middle-class Indians by 2015. And already, their net income has doubled over the last 10 years. Every multinational company now wants to sell in India. Some companies have failed and others succeeded. The ones that failed did so because they were not sensitive to the cultural factors that affect consumer behaviour in India. One of the key reasons for the increased consumption is the impressive growth of the middle class. At the start of 1999, the size of the middle class was unofficially estimated at 300 million people, larger than the entire population of the United States. And this figure is expected to grow to 445 million by 2006. A detailed survey undertaken by the economic think tank NCAER provides a quick view on how the proportion of the middle segments (UM or upper middle, M or middle and LM or lower middle) has grown over the years since the opening up of the economy. BANGALORE- AN OPPORTUNITY The convergence of professional lifestyles with the demand for fast, tasty food served in a pleasant environment make fast food ventures a leading market area. Bangaloreans are not strangers to the culture of eating out on a regular basis. But such facilities are a definite departure from the traditional fast food outlets. A whole host of trendy, readymade and fast food outlets have mushroomed around Bangalore's new malls and up-market shopping areas catering to time-constrained professionals and the well off middle classes. These new fast food options are burgeoning in Bangalore, because they fit in with changing middle class lifestyle demands and trends. FAST FOOD CONSUMPTION TREND IN BANGALORE The following table shows the rise in sales of fast food outlets in the country between 1988 and 1997. (Although very recent material is unavailable from the internet, this can give information about the trend in the growth in buying potential in India) Industry segment Sales 1988 1997 Million dollars Commercial foodservice 155,702 244,732 Fast food outlets & Restaurants 65,749 100,851 Another graph shown below indicates the growth in soft drinks consumption. Although this is not an exact reflection of the customer interest in fast foods, it has been shown here only because the chart on fast food consumption trend is unavailable for India. It can be said without doubts that the behavioral pattern of the bar charts for fast food trends will be similar. Thus, a clear idea on the consumption pattern of the Indian market, and hence the pattern for Bangalore consumers is portrayed. The graph above shows the rise in the consumption of different types of soft drinks in the country. This can be co-related with fast foods because of the fact that most fast food outlets sell these types of beverages and that is a valid point in argument. CONCLUSION The report has attempted to suggest a rational location for the fast food center. It has moved out of the common country market places like the United States and Canada where there is already a lot of Wendy's outlets. The effect of globalization and improvement in economic conditions in India has provided a lot of scope for MNCs like the Wendy's to explore and exploit in the sub continent. The report has identified Bangalore to be the favourable choice for this fast food business in India. The area of strategy here is the M.G Road, which as already explained has the busiest traffic and is an ideal place for a fast food outlet. It must be also made clear that, many fast food giants like McDonalds and KFC have already begun their entrant activities and are devising bigger plans for the country. It is the right place and right time for the Wendy's to establish. Also, the statistics reveal a good growth in the economy of the country and hence the buying power of the consumer. This is an important area which affirms the market potential in the proposed location. REFERENCES Wikipedia Mahatma Gandhi Road, Bangalore retrieved May 1, 2008 from http://en.wikipedia.org/wiki/MG_Road,_Bangalore Sala Kannan (2005) How to make a success of investing in India retrieved May 1, 2008 from http://www.moneyweek.com/file/5708/india-1912.html Buyer Behaviour Still Drinks Consumption in India Retrieved May 1, 2008 from http://buyerbehaviour.blogspot.com/2007/10/still-drinks-consumption-in-india.html Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Fast Food Centre in Bangalore Research Paper Example | Topics and Well Written Essays - 1500 words”, n.d.)
Fast Food Centre in Bangalore Research Paper Example | Topics and Well Written Essays - 1500 words. Retrieved from https://studentshare.org/miscellaneous/1534670-fast-food-centre-in-bangalore
(Fast Food Centre in Bangalore Research Paper Example | Topics and Well Written Essays - 1500 Words)
Fast Food Centre in Bangalore Research Paper Example | Topics and Well Written Essays - 1500 Words. https://studentshare.org/miscellaneous/1534670-fast-food-centre-in-bangalore.
“Fast Food Centre in Bangalore Research Paper Example | Topics and Well Written Essays - 1500 Words”, n.d. https://studentshare.org/miscellaneous/1534670-fast-food-centre-in-bangalore.
  • Cited: 0 times

CHECK THESE SAMPLES OF Fast-Food Options in Bangalore

Job Search Assignment

In 1994 the company opened a development center at Fremont and moved it corporate headquarters to Electronic city in bangalore (Infosys, Official website).... Assignment: Job Search 18/241, Mohand das Park Road, Gurgaon, New Delhi, India-110010 The Personnel Manager Software Development Division Infosys Software Solutions Electronic Estates bangalore - India Sir, I would like to present this letter in attachment with the submission file of my job application for the position where my academic records and personal enthusiasm match your desired interest....
4 Pages (1000 words) Essay

Multinational Corporation Subsidiaries

The essay proffers a comparative analysis of selecting to transfer to a multinational corporation (MNC) in either India or the Philippines after conducting an extensive research on the MNCs operations, human resources, scope and locations of operations, types of positions available.... ... ... ... This research will begin with the statement that the constellation of economic, political and sociological events in many countries has created a significant impact on the values and attitudes of any workforce....
10 Pages (2500 words) Essay

Global Logistics

LOGISTICAL ISSUES Before commencing with the export of products from bangalore and Sao Paolo a feasibility has to be made to provide the right amount of transportation vehicles for logistics of products manufactured within the factories to the port for their shipment.... Also there are various type of options available during logistics and shipments of goods and various costs incurred with these....
8 Pages (2000 words) Assignment

New Age of Globalization and Global Village

Kentucky Fried Chicken, popularly known as KFC made its entry into India in 1995, by setting up an outlet in bangalore.... In addition to this, farmers from the Karnataka Rajya Ryota Sangha (KRRS) landed at the doorstep of the first bangalore outlet, to protest against the expansion of the fast-food joint into India....
12 Pages (3000 words) Essay

Urban Transportation System in India

bangalore is one of the major metro cities in India which has been undergoing severe urban traffic congestion problem and urgent measures were adopted.... bangalore has been experiencing a combination of population, economic and spatial growth that has placed tremendous stress on the public infrastructure and services....
18 Pages (4500 words) Essay

Logistical Issues of Middle East Division of MedicalCare International

Logistics in recent years has evolved tremendous changes from being a mere classic transport function to a strategic and a cross functional area of business and management.... Advances in globalization and technology have eventually motivated both practitioners and academic.... ... ...
13 Pages (3250 words) Essay

The World Is Flat: A Brief History of the Twenty-First Century by Thomas L. Friedman

Starving folk in West Africa will find inspiration in the joyous news of golfing in bangalore.... As the paper "The World Is Flat: A Brief History of the Twenty-First Century by Thomas L.... Friedman" outlines, Friedman's book, if it had to be summarized and analyzed with scientific rigor, would have to be shorn of the journalistic gifts and Pulitzer Prize credentials of the celebrated author....
19 Pages (4750 words) Book Report/Review

The Accident of Air India Express Flight 812

This paper ''The Accident of Air India Express Flight 812'' tells that Flight 812 crashed in Mangalore airport as it was trying to take off after overshooting the landing zone that was approximately 2000 feet.... This is because the investigators had recovered the throttle of the plane in a forward position from the crash site....
11 Pages (2750 words) Report
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us