Student Task

For this marketing exercise you need to create bne perceptual map and then interpret the map for fast food chains.

Here is the data required to input into the template in order to create your two fast food perceptual maps.

Healthy Food $(9)$ Junk Food $(1)$

McDonalds $=5\mathrm{.}5$

Burger King $=4$

Wendy's $=7$

In & Out $=5$

$KFC=3$

Subway $=9$

Pizza Hut $=4$

Wide Choice $(9)$ Limited Choice $(1)$

$,$ McDonalds $=7$

$,$ Burger King $=4\mathrm{.}5$

Wendy's $=3$

$In$& Out $=1$

$KFC=4$

Subway $=7$

Pizza Hut $=5$

For adults $(9)$ For kids $(1)$

McDonalds $=3$

Burger King$=6,$

Wendy's $=7$

In & Out $=8$

$KFC=4$

Subway $=8$

Pizza Hut $=4$

Discussion Questions

By referring to one of the maps you created, what conclusions can you draw regarding the positions of these competitors in the fast food market?

What opportunities exist for repositioning?

What opportunities exist for potential new entrants?

What other attributes might be worthwhile in plotting onto a perceptual map?