Thinking Outside the Country: Taco Bell expands to India

Thinking Outside the CountryTaco Bell expands to India

AQUINO, DEGAND, HENRYON, MAZGAJ, RELLAMA, ZIARNOWSKI

Overview of the Situation

Overview of the Situation

MARKET SHARESO Domestic profit has been decreasing (US)O International profit has been increasing

OPPORTUNITIESO Success of KFC and Pizza Hut in IndiaO Growing appreciation of mexican foodO Strength of YUM! brands

Should Taco Bell enter the Indian market? If so, how?

PROBLEM STATEMENT

Factors of Consideration

Religion

Consumer attitude/behavior

Consumer preferences (taste/habits)

Purchasing power of the people

Standardization / Localization

• Vegetarian menus (rice…)• Vegan menus • Meat menus (Chicken, fish)• Use of spices for taste

« Glocalize » Taco Bell’s menus

Alternatives

Co-brand with existing KFC stores

Co-brand with existing Pizza Hut stores

Enter as stand-alone Taco Bell stores

Not to enter the Indian market

Co-branding

KFC• KFC is still just

growing in India.

• Difference in the target markets.

Pizza Hut• Pizza Hut is

already well established

• Affordability.• Good brand

image.

Possibility of brand damage

As a Stand-Alone Brand

Start from scratch

Harder to enter the market

Less risky for Pizza Hut and

KFC

More costly for YUM!

Bright future if

successful

Recommendations

Enter the Indian market as a stand-alone brand with a menu that is well adapted to India’s

culture.