TACO BELL
Corporation Research
Gergana Alipieva
Nevena Stankova
Teodora Toneva
Ivaninva Petrunova
Blagoy Dermendzhiev
Corporation Analysis
Strategy Overview

Mission – making the best Mexican style
fast food;

Values and Culture – Caring Culture;

Long-term objectives;
Business Overview
Recent Developments

Competitive Moves – for first time
breakfast menu;

Strategic Alliances – NBA and Taco Bell;

Challenges for the future – To double Taco
Bell’s sales;
Geographical Expansion



Yum! Brands goals:
hit the 8,000 restaurant mark in the U.S;
To double Taco Bell’s sales by 2022;
Taco Bell struggled to maintain the China
restaurants;
The lack of competition shows that Taco
Bell has global potential;
PESTEL Analysis
Target Market
Population by Statistical Age
Total expenditure of households
by expenditures groups

Bulgarians spent about half a billion levs
on fast food;

The fast-paced lifestyle of the Bulgarians,
helped raise the total spendings on fast
food despite the economic/ financial
crisis;
Household Consumption of Main
Food Products
The customer’s preferences of Fast food
restaurants
Customer’s needs
How we answered those questions?

Reasons the new customer will buy your
products/services:

How your products/services differs from your
competitor’s?

Do customers currently use your products/services?

Do customers have a need for your products/services?

What would customers be willing to pay?

What other products/services would they be interested in?
Survey Monkey
 100 surveyed people

Not enough representative, but still objective sample!!!

The only fast food chain offering Mexican food!
Current Use of your products/services?
-(58.89%) never tried Taco Bell
 Why would you choose Taco Bell before other fast food
chains if you decide to do so?
-(68.67%) stated that they would choose it, because it is
different!!!

Threat of substitutes:

Mexican restaurants:

Mamacitas (Borovets ski resort)

Amigos (Sofia - Vitosha’s boulevard)

Mamacita’s Restaurant (Sunny Beach resort Bulgaria)

Buffalo (Sofia)

Tex Mex –House ( Albena’s resort Bulgaria)

El Toro –Sofia

Sombrero - Plovdiv
Current population trends of your
targeted customers

The population is shrinking

Bulgaria's birth rate has decreased significantly over the past
few years

Migration processes have also contributed to the country's
decreasing population

very low fertility and substantial emigration

the UN projected a Bulgarian population of a mere 5.4
million in 2050

Bulgaria has the most negative natural growth rate of all
countries in the world
What do your customers prefer?

Low prices

Fresh and home cooked
products

Healthy Products

Most people prefer to cook for themselves or if
the family decides to go out for a dinner it rarely
will be a place like MacDonald’s or KFC.
Competitors’ assessment
Threat of new entrants
Wendy`s
Papa John`s
Carl’s Jr
Do you already
compete with them in
other markets?
Yes, USA and Europe
Yes, USA and Europe
Yes, USA and
Europe
Where are they
located?
USA, Germany,
Netherlands, Geogia,
Azerbaijan
USA, Cyprus, Russia,
and United Kingdom.
USA, Russia,
Denmark
What
products/services do
they offer?
Old fashioned
hamburgers, salads,
fries, beverages, frosty
Limited menu consisting
of pizza, breadsticks,
cheese sticks,beverages
Breakfast, Burgers,
Chicken, Salads,
Desserts, Green
Burrito
What is their image?
Very well-known, but
old fashioned style, fast
food restaurant in USA
Simple menu and
superior-quality of
ingridients
Well-established
brand in USA famous
for its provocative
commercials
What is their pricing
structure?
Competitive pricing
structure
Expensive products
Competitive price
What are their
strengths?
Cost and operational
efficiency; Brand
Name, Trademark and
Goodwill
Good brand name and
high brand loyalty; Highquality ingredients;
Efficient restaurant
layout;
Strong management;
Unique products;
Innovative Culture
What are their
weaknesses?
Menu Diversity;
Training/Management
Programs
Limited menu items;
Some stores don’t have
tables and chairs
Week supply chain;
Cost Structure
Suppliers’ assessment
 What kind of suppliers would you need?
 What is the suppliers’ concentration?
 Is there differentiation of supplier inputs?
 What are the switching costs of firms in the industry?
 Is there an existing practice for forward integration?
 Overall, what does the bargaining power of suppliers in the
industry look like?
Market entry assessment

Barriers to entry

Do you want to consider an alliance
partnership, engage a third-party
distributor/franchising, or sell your
products/services directly?

Do you plan to hire new management for the country you enter
or will you rely on your home country management or another
country management?
Results assessment

Can you make a decent profit?

Can you sell your products/services at a competitive price and
still make a profit in this new market?
What do you expect to be your sales and associated costs?
How will you determine success?

Conclusion