Industry Analysis: KFC vs Oporto Business Strategies

Running head: INDUSTRY ANALYSIS
Industry analysis: the competition between KFC and Oporto and their business strategies
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1INDUSTRY ANALYSIS
Executive summary
The aim of this report is to discuss about the market structure and situation of fast food industry
in Australia. In doing so, this report discussed about the major competitors operating in this
industry along with their market share. In addition, the growth strategies of KFC and Oporto are
also discussed in this report and it is identified that both are having different take towards the
growth strategies. The pricing and non pricing strategies of both the companies are discussed and
a few differences are identified. This report recommended that KFC should follow horizontal
strategies in expanding their business in the developing countries.

2INDUSTRY ANALYSIS
Table of Contents
Introduction......................................................................................................................................3
Market structure...............................................................................................................................4
Competitive strategies.....................................................................................................................7
Determination of the growth strategies............................................................................................7
Determination of the pricing and non pricing strategies.................................................................9
Non pricing strategies................................................................................................................14
Recommendations......................................................................................................................15
Conclusion.....................................................................................................................................16
Reference.......................................................................................................................................17

3INDUSTRY ANALYSIS
Introduction
The contemporary business scenario demands the effective and efficient business level
strategies from the organizations. This is due to the reason that current market scenario is highly
competitive in nature and effective business strategies will ensure in staying ahead of the
competition and gaining the maximum outcome from the market. In determination of any of
business sector conditions, it is best to compared the two leading operators in the same sector,
which will help to identify the trends being followed in the industry along with the business
strategies initiated by the respective organizations (Richards, Kjaernes & Vik, 2016). In
Australia, fast food sector is one of the most competitive sectors due to the presence of number
of global and local brands operating in the saturated market situations.
This report will discuss the business level strategies being followed by international
brand KFC and the home grown brand Oporto. While KFC is well established across the world
for their fried chicken menus, Oporto is having high market penetration across Australia and
New Zealand and they are also offering various chicken based menus. Thus, both are competing
in the same sector in Australia. In doing this report, both the primary and secondary data will be
used, which will involve both quantitative and qualitative approach. The primary data is
collected by interviewing the executives of both the brands in Australia through questionnaire.
This report will discuss about the current market structure in the fast food sector in Australia
along with the potential barriers in the market. In addition, the market position of each of these
selected brands will be analyzed. The growth approach of the two companies will also be
discussed along with their respective pricing and non-pricing strategies. Based on the identified
limitations, a few recommended steps will be discussed.