thinking outside the country: taco bell expands to india
TRANSCRIPT
Thinking Outside the CountryTaco Bell expands to India
AQUINO, DEGAND, HENRYON, MAZGAJ, RELLAMA, ZIARNOWSKI
Overview of the Situation
Overview of the Situation
MARKET SHARESO Domestic profit has been decreasing (US)O International profit has been increasing
OPPORTUNITIESO Success of KFC and Pizza Hut in IndiaO Growing appreciation of mexican foodO Strength of YUM! brands
Should Taco Bell enter the Indian market? If so, how?
PROBLEM STATEMENT
Factors of Consideration
Religion
Consumer attitude/behavior
Consumer preferences (taste/habits)
Purchasing power of the people
Standardization / Localization
• Vegetarian menus (rice…)• Vegan menus • Meat menus (Chicken, fish)• Use of spices for taste
« Glocalize » Taco Bell’s menus
Alternatives
Co-brand with existing KFC stores
Co-brand with existing Pizza Hut stores
Enter as stand-alone Taco Bell stores
Not to enter the Indian market
Co-branding
KFC• KFC is still just
growing in India.
• Difference in the target markets.
Pizza Hut• Pizza Hut is
already well established
• Affordability.• Good brand
image.
Possibility of brand damage
As a Stand-Alone Brand
Start from scratch
Harder to enter the market
Less risky for Pizza Hut and
KFC
More costly for YUM!
Bright future if
successful
Recommendations
Enter the Indian market as a stand-alone brand with a menu that is well adapted to India’s
culture.