Kfc - McDonalds - Texas Chicken - Fried Chicken of Wenday Marketing

Table of Contents

Competitor Analysis        

Level of competition in the industry        

Competitors’ Product Feature Matrix.        

Product/brand Analysis        

SWOT analysis        

Level of product        

Objectives        

Strategies        

References        

Competitor Analysis

Level of competition in the industry

There is lots of variety styles of fried chicken appeared in the market which packaged with different brands, and this situation provides customers with series of choices during buying process. In the following stage, I will use Texas Chicken as my assignment topic.

There are 4 types of level of competition, which are product form, product category, generic and budget competition. Product form competition usually reflects as narrowest perspective view of competition and it usually target for same market segment and have alike value between each of them. For Texas chicken, its product form competitors will fall into Kentucky Fried Chicken (KFC) and Popeye Louisiana Kitchen. This is because they are targeting those people who are young generation, chicken and fast food enthusiasts. Besides that, they also share similar value, because they are specialist in making fried chicken which is crispy and full-flavored. They also provide a combo set along with their main product, which is fried chicken to satisfy those customers who are preferred convenience.  

Second type is product category. This level of competition reflect to the product contain similar features and it is broader view against product form competition. McDonald and Wendy’s can consider as product category competition for Texas chicken. First of all, all of them are in the same industry, which is “fast food” industry. However, main product of these two brands is burger, but not fried chicken. But, they also got sell fried chicken which not really emphasized on it. Both of them also got similar features with Texas Chicken. This is because they are selling fast food and somehow their menu is look alike with each other, which they selling fried chicken, burger and other snacks.

Third type will be generic competition. This level of competition can considered in a longer term and more emphasized on substitutable product categories. Products within this competition are able to satisfy the same customer need. Generic competition of Texas Chicken will be fried chicken stall, nugget, Kenny Rogers Roasters and Nando’s. These of the product or brand able to replace or so called substitute Texas Chicken’s main product. Besides that, all of them are made by chicken or serve customers with different approach, such as grill method. However, all of them still able to satisfy same customer who is chicken enthusiast.