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Church's Chicken - International Marketing Management

Essay by   •  September 8, 2017  •  Case Study  •  8,639 Words (35 Pages)  •  1,459 Views

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  1. Introduction & Back Ground Of The Chosen Company: Texas Chicken
  2. Texas Chicken Objectives
  1. Vision
  2. Mission
  3. Marketing Process & strategy
  1. Application Of theory to practice
  1. Objectives
  2. Texas Chicken Introduction to India
  3. Market Entry Plan India
  4. Adaptation
  5. Methods of Market Entry
  6. Chicken A focused Brand
  7. Why Texas Chicken wants to enter in Indian Market
  8. Target Cities On The Radar Of The Texas Chicken
  9. The Expansion Strategy In India & Internationally
  10. Will Texas Chicken In Indian Market Be Halal
  11. Performance
  1. STP Model Of Texas Chicken
  1. Segmentation
  1. Demographic Segmentation
  2. Psychographic Segmentation
  3. Behavioral Segmentation
  1. Targeting
  2. Positioning
  1. Critical Evaluation Of Marketing Mix
  1. Product
  2. Price
  3. Promotion
  4. Place
  5. People
  6. Process
  7. Physical Evidence
  1. SWOT Analysis Of Texas Chicken In India
  1. Strength
  2. Weaknesses
  3. Opportunities
  4. Threats
  5. Implication of SWOT Analysis ( Texas Chicken in Indian Market )
  1. PESTLE Analysis Texas Chicken India
  1. Political Factor
  2. Economical Factor
  3. Sociocultural Factor
  4. Technological Factor
  5. Environmental Factor
  6. Legal factor
  7. Implication of PESTLE analysis On Texas Chicken In Indian Market Entry
  1. Texas/ Church’s Chicken Product Life Cycle Model
  1. Research & Development Stage
  2. Introduction Phase
  3. Growth Phase
  4. Maturity Phase
  5. Decline Stage
  1. Recommendation & Conclusion
  2. Executive Summary
  3. References

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  1. Introduction & Back ground of chosen company: Texas Chicken

Church's Chicken is a fast-food an American restaurant chain concentrating in fried chicken. They are also operating outside Asia & North America as Texas Chicken. ON 17th April 1952 the chain of Church's Chicken founded by George W. Church, Sr in San Antonio, Texas, across the street from The Alamo. It ranks as the largest 54th USA restaurant chain.

The company is operating in 25 countries in 1700 locations. It is the 4th largest chicken restaurant chain. It is behind from Popeyes Louisiana Kitchen, KFC, and McDonalds. The company’s Franchise is known for the making good quality chicken over 60 years at a reasonable price. Church’s Chicken back in 2006 it became a billion dollar business back in 2006 & it is anticipated to grasp another billion-dollar industry.

The aim of Texas Chicken is to become the world’s leading & the quickest serving fast food restaurant in all around the globe. For this Texas Chicken is going to focus the efforts on the selection of menu. For any business as the customers are the key to business the TC use information of consumer & manual information. The company itself is in challenging position as It is upgrading the quality of food & Customer service standard. The company itself is a unique example of globalization as it is very conscious of safety & health. The TC is giving & trying to provide all the up-to-date quality services to the employees & encourage them to raise the customer service standard.

2.0Texas Chicken Objectives:-

  • Company intention to increase its share percentage in the fast food market.
  • Improvement in the profit margins year on year to fund the growth of the Texas chicken around the globe.
  • TC want the return on the profit on investment to franchisees & owners

  • We are TEXAS Chicken take cautious steps to ensure that all our meals reach to the consumer in utmost best & fresh condition.
  • Delivered straight to your foster a healthy, wholesome, nourishing & flourishing life style.
  • Affordable to all to generate the finest value.

  • To be recognized as the leading distinctive brand of Texas Chicken.
  • Offered meals to customers at most reasonable & affordable price.
  • Meal is healthier, totally satisfying, refreshing & filing

2.3 Marketing Process & strategy:-

The TC restaurant is operated by an affiliate or franchise & the corporation itself.

Texas Chicken is mainly selling Classic chicken ,Tex supreme ,Mesquite BBQ, Tex wrap, Mexicana, fish Burger, French fries, chicken products, desserts, breakfast items, shakes, soft drinks & desserts.

The Strategically main focus of the company is, by providing the best of their service is to fulfill its customer’s needs .Although from an organizational point of view development is the main focus by expanding the outlets throughout the different countries around the globe.

The relationship marketing in various ways used by Texas Chicken, Various ways to attract the customers that TC is providing the special discount it means if the customer wants to make any party such as birthday party then they will also get some special discount on their products & get it at affordable price.TC in creating the trustful relationship with customers but the organizations have to identify uncertainty of customers.

The best way to cope up with the uncertainty of customers, when they obtain more information from numerous networks, for example the print media, broadcast programming, popular articles, & personal acquaintances.



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