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  • 2. HOME COUNTRY - USA Taco Bell's headquarters are located in Irvine, California, at 1 Glen Bell Way — a road named after the chain's founder and namesake, Glen Bell.
  • 4. ABOUT CHINA  Capital – Beijing  Largest City – Shanghai  Population as of 2017 – 1603,500,365  Currency – Yaun  Communist country  General Secretary and President – Xi Jinping  Language – Chinese  Favorite food – Rice and Sea Food.
  • 5. POLITICAL FACTORS OF CHINA  Independence – 1 October 1949  The Chinese government is considered as communist and socialist.  They possess heavy restrictions – most notably on internet, the press, the freedom of assembly, reproductive rights, and freedom of religion and it is termed as “socialism with Chinese characteristics”.  Fundamental rights include freedom of speech, freedom of press freedom of religion, and property rights.
  • 6. ECONOMIC FACTORS OF CHINA  Currency- Yuan(Y) instead of dollars  Y1 is about $0.12  Over the past five years, China’s economy experienced significant GDP growth rate. Reports suggest that if China continues to excel at this rate, it ill surpass US GDP soon.  The growth rate is impressive, but it can slow down. Some of the worrying trends in China are: High inflation rate, High property prices.  Exports of china: are electromechanical products and labor intensive products like clothing, textiles, footwear ,furniture ,plastic products, bags and toys.  Imports of china: commodities like crude oil, iron ore copper and aluminum.
  • 7. SOCIAL FACTORS OF CHINA  The literacy rate in China is over 90%.  Languages : mandarin- mostly spoken language in china and 53% of people in china speak mandarin.  China has over 200 different languages.  China emphasizes on education and majority of the nation are literate.  Chinese people often shop online. Taobao is the largest local e-commerce website, and many people spend a lot of their things from the site.  China is now third most visited country in the world.
  • 8. TECHNOLOGICAL FACTORS OF CHINA  They have four great interventions- Paper making, printing, gunpowder.  technological factors are: o purchasing mechanisms such as the intranet and extranet o distribution mechanisms like Internet o New methods of working like mobile telecommunications.  A major technological problem in China is that the development of the B2C industry does not have a safe and stable online payment system. As Chinese buyers are on high Uncertainty Avoidance level and Long-Term Orientation, the problem is strengthened.
  • 9. ENVIRONMENTAL FACTORS OF CHINA  Over reliance on coal which produces acid rain.  Climate vary from region to region  Natural disasters (floods and earthquakes)  China produces more wind turbines and solar panels than any other country.
  • 10. LEGAL FACTORS OF CHINA  Chinese labor laws are influenced by state policy of promoting communism.  Tough hiring and firing.  Local labor union.  Low reimbursement.
  • 13. BRIEF HISTORY OF TACO BELL  Glen Bell who first opened a hot dog stand called Bell's Drive-In in San Bernardino, California in 1948 when he was 25 years old.  Bell watched long lines of customers at a Mexican restaurant called the Mitla Cafe, located across the street, which attracted a dedicated customer base for its hard- shelled tacos.  Bell began eating there regularly, attempting to reverse-engineer the recipe, and eventually won the confidence of the proprietors such that they allowed him to see how the tacos and other foods were prepared.  In late 1951 or early 1952, he took what he had learned and opened a new stand, this time selling tacos under the name of Taco-Tia.  Over the next few years, Bell owned and operated a number of restaurants in southern California including four called El Taco.  Bell sold the El Tacos to his partner and built the first Taco Bell in Downey in 1962.
  • 14. Cont….  TACO BELL began co branding with KFC in 1995 the chain has since co banded with PIZZA HUT.  In 2002 they became a parent company of YUM! Brand.  Key people are Greg Creed ( YUM! BRAND CHAIRMAN AND CEO ).  Brian Niccol ( TACO BELL CEO ).  No. of shops across various locations as of 2017 is 7500 locations.  Revenue as of 2017 is $2 billion.
  • 15. SWOT ANALYSIS Strength Best Mexican fast food chain Weakness Tacos are not much popular Opportunity New Flavors Unique Concept Threats Health issues & Threat from Other fast foods chains SWOT
  • 16. WHY TACO BELL IS DIFFERENT THAN OTHER FAST FOOD RESTAURANTS  Mexican Music & Dance – hat dance, Latin ball room dancing Theme.  Latin Music.  Exotic Beverages.  Its all about Tacos.
  • 17. CULTURAL FOOD HABBITS IN CHINA  Chinese use chopsticks to pick up food, not knives and forks use of hands is less.  Tea lovers.  Noodles and Rice are their favorite.  Round table is seen in the major parts of Restaurants.  There are usually no salt or pepper, or bottles of tomato sauce on the table, because they eat less spicy food and less salt.  Smoking in restaurants is allowed.  Tips are not expected in Chinese restaurants.  They love to eat more of sea foods than any other non veg items.  Mushroom lovers.
  • 18. REASONS FOR FAILURE OF TACO BELL  Competition from big giants.  No one know about tacos.  More salty and spicy food.  There were no sea food items in menu.  Less use of Rice items.  Oily food.  No round tables.  No use of mushrooms.  Ignored a major market of youths.  No tea was served.  Late entry into the Chinese Market.
  • 19. STRATERGY ADPOTED TO COMEBACK  Use of Boiled Rice serving with Veg curry and Nachos.  Include Sea food in menu like shrimp tacos.  Less of Salt and pepper were used.  Decorated the ambience with the Chinese themes.  Mushrooms were added in the dish especially made for Chinese customers.  Spice were reduced due to the taste and preference.  French fries were included with classic Mexican sauce.  Round tables were added in the decor.  Drive Thru.  Added Iced Tea in the menu especially for Chinese market.
  • 20. CONCLUSION  The company did not understood the food culture of the Chinese people.  There was no proper analysis of the taste and preferences of the consumers  Later on they realized the Chinese market and came back with the good strategies to attract them.  The company should first analyze the taste and preferences and then should enter into the market using the right strategies to hit the market against the competitors.
  • 21. THANK YOU
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