Strategic group analysis of

fast food industry

Group no 1

Group Members

D.T.S.Abeywardhana

10/MS/003

M.P.D.S.Ananda

10/MS/004

H.B.M.W.Bandara

10/MS/137

O.T.M.W.A. Bandara

10/MS/138

P.B.Balasooriya

10/MS/136

K.N.S.Jayasekara

10/MS/178

Content

• Fast food industry

• Fast food restaurant in Sri Lanka

• Our selected company

• Variables of Strategic Group Mapping

• Strategic Group Map

• Problems

• Solutions

Fast Food Industry

• Fast food is the term given to food that can be : Prepared

and served very quickly. Has low preparation time.

Packaged form for take-out/take-away.

• Sri Lanka is blessed with one of the fastest growing fast

food market of the world

Fast Food Restaurants in Sri Lanka

• Macdonald

• KFC

• Pizza Hut

• Burger’s king

• Perera & sons

• Domina’s pizza

• Dine more

• Taco bell

• Panino

• Subway

Our Selected Company

• IntroductionThe Domino's Pizza company was founded in 1960 by American

entrepreneur Tom Mongahan as a single pizzeria in Ypsilanti,

Michigan.

• Current situation

It has 9 outlets in sri lanka.

Variables of Strategic Group Mapping

• Brand awareness

• Product portfolio

Strategies group mapping

Name Brand awareness Product portfolio

Mc donalds 35,322 29

KFC 309,084 23

Pizza Hut 133,790 68

Burger King 156,744 17

P&S 198,734 27

Domino’s 166,818 32

Taco bell 32,800 29

Panino 16,354 30

Dinemore 19,436 11

Sub way 21,420 55

Med

ium

Hig

h

Bra

nd

aw

are

ness

Full

Lo

w

MediumLimited

Gap

Strategic

Group

Map

Product portfolio

Potential competitors

• Wasana bekary

• Nestle company (Eg:- Maggi noodles)

• CBL (Eg:- Samaposha)

Problems

• Targeted youngest adult customers

• Lack of focus on R & D

• Few number of items product portfolio

• Most Domino’s items have close substitutes in market

Solutions

• Introduce variety of foods for the product portfolio

• Should focus on the competitors product

• Should focus on the market surveys for the knowledge of

customers

• Need to conduct R & D activities

• Focus youngest as their target market segment