With four distinct outlets of Taco Bell opened in the Bangalore area, India till December 2013, the managing director of Yum!Restaurants India, the parent company, felt keen to enlarge. The company took pride in offering the very best Mexican-divine fast food at a low cost in a friendly feeling. Its target market was young people who have international aspirations and/or experiences who were willing to try something new and not unaware of the brand.
India appeared to be a big and fitting market for this quick service restaurant: a population of over a billion individuals, the bulk of whom were under 35, growing income levels and increasing preferences for international cuisines. Yet, despite a record breaking launch in 2010, its retail foot traffic was falling. Were the cost changes on the new menu acceptable and consistent with the brand promise Taco Bell had made during its start? What might be done to sustain the business's survival in India? Akshay Kumar and Lubna Nafees are affiliated with Institute of Management Technology.
Taco Bell A Mexican-Inspired Restaurant in India case study solution
PUBLICATION DATE: October 29, 2014 PRODUCT #: W14536-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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