Marketing Taco Bell
INTRODUCTION
The company I have chosen to base my assignment on is Taco Bell. It is a leading Mexican style fast-food chain serving tacos, burritos, signature quesadillas, Border Bowls®, nachos and other specialty items. Currently, Taco Bell serves more than 35million consumers each week in approximately 5,600 restaurants in the United States of America. It is recognized as the best Mexican fast-food chains in the United States of America (Yum! Brands, 2010). This fast-food chain plans on introducing its products in Malaysia.
MARKETING ANALYSIS (SWOT)
Strengths.
Strengths refer to core competencies and positive attributes that give Taco Bell an advantage in meeting the needs of its consumers. The strength of Taco Bell is when it switched to zero trans-fat frying oil in all of its outlets which is a key competitive advantage of the company over other competitors who has not yet switched to the healthier option. Trans-fat is an unsaturated fatty acid produced by the partial hydrogenation of vegetable oils and present in hardened vegetable oils, most margarines, commercial baked foods, and many fried foods. An excess of these fats in the diet is thought to raise the cholesterol level in the bloodstream which increases the risk of heart diseases such as heart attacks. This is a major advantage as Malaysians are becoming more health conscious and implementing zero trans-fat frying oil ensures a healthier fast-food experience (Algoe, 2010). Besides that, Taco Bell also has the advantage of being a fast-food outlet which offers cheap prices for its products with out compromising the quality. Taco Bell currently offers a $2 set meal which consists of a burrito, a packet of Doritos chips and a medium soda. The $2 set meal converted into Malaysian currency would be about rm6.34 which is cheap and is a advantage as there are many fast food outlets in Malaysia competing for the cheapest price. Furthermore, considering the fact that Taco Bell comes to Penang, it will be
The company I have chosen to base my assignment on is Taco Bell. It is a leading Mexican style fast-food chain serving tacos, burritos, signature quesadillas, Border Bowls®, nachos and other specialty items. Currently, Taco Bell serves more than 35million consumers each week in approximately 5,600 restaurants in the United States of America. It is recognized as the best Mexican fast-food chains in the United States of America (Yum! Brands, 2010). This fast-food chain plans on introducing its products in Malaysia.
MARKETING ANALYSIS (SWOT)
Strengths.
Strengths refer to core competencies and positive attributes that give Taco Bell an advantage in meeting the needs of its consumers. The strength of Taco Bell is when it switched to zero trans-fat frying oil in all of its outlets which is a key competitive advantage of the company over other competitors who has not yet switched to the healthier option. Trans-fat is an unsaturated fatty acid produced by the partial hydrogenation of vegetable oils and present in hardened vegetable oils, most margarines, commercial baked foods, and many fried foods. An excess of these fats in the diet is thought to raise the cholesterol level in the bloodstream which increases the risk of heart diseases such as heart attacks. This is a major advantage as Malaysians are becoming more health conscious and implementing zero trans-fat frying oil ensures a healthier fast-food experience (Algoe, 2010). Besides that, Taco Bell also has the advantage of being a fast-food outlet which offers cheap prices for its products with out compromising the quality. Taco Bell currently offers a $2 set meal which consists of a burrito, a packet of Doritos chips and a medium soda. The $2 set meal converted into Malaysian currency would be about rm6.34 which is cheap and is a advantage as there are many fast food outlets in Malaysia competing for the cheapest price. Furthermore, considering the fact that Taco Bell comes to Penang, it will be