STRATEGY COMPARISON Name Strategy Rationales for Pros Cons highlights strategy Yum!Brands,Inc 1.Drive 1. open 1.Different store 1. Loss due to Products: aggressive, thousands of new concepts catering refranchising Fried chicken International restaurants in to diverse of equity Tacos expansion and many countries in Customer base. markets pizza build strong the world within 2. Portfolio of outside the US brands 2012 strong brands 2.Allegations everywhere 2. They 150 with high of against 2. Dramatically net new units at consumer YUM’s improve U.S. Pizza Hut and acceptance poultry brand positions, over 30 net new supply consistency and units at Taco management return Bell. and food affecting McDonald's 1.Focus on 1. Continuously 1.Largest fast 1.no Corporation customers’ improve classic food market share differentiations Products: nutrition and offerings and in the world among other hamburgers increase the 2. $2 billion competitors cheeseburgers 2. environmental number and advertising 2. already had responsibility variety of new budget a negative options that publicity that deliver the great will affect taste and balance brand our customers reputation and seek. customers’ 2. reduce the trust environmental impacts of packaging and waste in restaurant operations
STRATEGY COMPARISON Name Strategy highlights Rationales for strategy Pros Cons Yum!Brands,Inc Products: Fried chicken Tacos pizza 1.Drive aggressive, International expansion and build strong brands everywhere 2. Dramatically improve U.S. brand positions, consistency and return 1. open thousands of new restaurants in many countries in the world within 2012 2. They 150 net new units at Pizza Hut and over 30 net new units at Taco Bell. 1.Different store concepts catering to diverse Customer base. 2. Portfolio of strong brands with high of consumer acceptance 1. Loss due to refranchising of equity markets outside the US 2.Allegations against YUM’s poultry supply management and food affecting McDonald's Corporation Products: hamburgers cheeseburgers 1.Focus on customers’ nutrition and 2. environmental responsibility 1. Continuously improve classic offerings and increase the number and variety of new options that deliver the great taste and balance our customers seek. 2. reduce the environmental impacts of packaging and waste in restaurant operations 1.Largest fast food market share in the world 2. $2 billion advertising budget 1.no differentiations among other competitors 2. already had a negative publicity that will affect brand reputation and customers’ trust
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