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Kfc project superior university lahore

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complete project of kfc

complete project of kfc

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  • 1. Superior University Lahore Assignment Of Economics BBA - 3BGroup Member M.Usman 11461M.Irfan 11442 Junaid 11478Arslan 11480Rameez 11443Economics Page 1
  • 2. AcknowledgementIn the name of Allah, the most beneficent & the Merciful.Firstly, we all likely to thank mighty Allah who provides us knowledge, energy & skills to getopportunities & to increase our knowledge & experience by completing this project.Secondly, we especially thank to our instructor Ms. Zaara who guides us at every step & everyaspect of this report, so that’s competed successfully.Economics Page 2
  • 3. Table Of Content;Executive Summary ………………………………………………………….. 04Historyof KFC ……………………………………………………………… 05Vision ………………………………………………………………………...05Mission……………………………………………………………………….. 06Objective of KFC …………………………………………………………….06Values ofKFC. …….……………………………………………………….. .06KFCs Product………………………………………………………………… 07KFC SWOT Analysis ………………………………………………………..08Marketing Strategy ………………………………………………………….. 09Analysis& Recommendations …………………………………………………… 10Conclusion ………………………………………………………………….. .11Suggestion …………………………………………………………………….11Reference …………………………………………………………………….. 11Economics Page 3
  • 4. EXECUTIVE SUMMARYThe information used in the analysis of KFC came from variety of resources, including theinternet & different KFC’c outlets. The combination of these resources provides the basic for avalid current analysis of KFC.The major findings of KFC are as underKFC competing the competitors & maintaining strong relationship with customers by takingunder consideration its Macro & Micro environment very efficiently.KFC has segmented its market on the basis of segmentation variables like demographic,psychographic, geographic & behavioral.KFC is showing certain buying behavior. KFC is following of market penetration, marketdevelopment & product development for increase its customers. IT is following production,marketing & social marketing strategies for increasing its market share and growth.Economics Page 4
  • 5. 1) HISTORY  KFC (formerly known as Kentucky Fried Chicken) is the project of Gray Mackenzie Restaurants International Ltd. Founded first by Col Harland Sanders; KFC is known for its fried chicken.  More than 10,000 outlets in the world.  It was launched in 1997, Gulshan-E-Iqbal, Karachi.  Presently in Pakistan, it is been operated by Cupola, a Dubai based multinational company involved in several business.  In Pakistan, currently it has 43 branches.2) KFC VISION STATEMENT Food, Fun & Festival, this is what KFC is all about. Leading the market since itsinception, KFC provides the ultimate chicken meals for a Chicken Loving Nation. Be it ColonelSanders secret original Recipe Chicken or the Hot & Spicy Version, every bite brings a YUM onour face. At KFC we can proudly say, “We Do Chicken right”.Economics Page 5
  • 6. 3) KFC MISSION STATEMENT  We are committed to customer satisfaction through offering high quality with excellent services and good value.  We take great pride in serving each other, our customer and our communities.  We seek continuous improvement in all that we do.Objectives of KFC Every organization and company has some certain goals laid down by them to achieve to makeit renown and have value added services to satisfy customers.  Build an organization dedicated to excellence.  Consistently deliver superior quality and value in our products and services.  Maintain a commitment to innovation for continuous improvement and grow, striving always to be the leader in the market place changes.  Generate consistently superior financial returns and benefits our owner and employees.To establish a position in Pakistan as a leading WQSR (Western Quick Service Restaurant)chain, serving good value added services and Innovative chicken based products. KFC isconsistently providing a pleasant dining experience, with fast friendly, in a clean and convenientlocation. Every moment dedicated to providing excellent and delighting customers.Economics Page 6
  • 7. Values of KFC  Focusing all resources to the restaurants operation because that is where we serve our customers.  Reward and respect the contributions of each individual at KFC.  Expand and update training with time and be the best we can be and more.  Be open, honest and direct in our dealings with one and other.  Commit ourselves to the highest standard to the personal and professional integrity at all times.  Encourage new and innovative ideas because these are the key to our competitive growth.  Reward result and not simple efforts.  Dedicate ourselves to continuous growth in sales, profit and size of organization.  Work as a team.4) KFC’s PRODUCTSa) Core Benefit The core benefit is “To Kill hunger”.b) Products of KFC KFC have three main product lines. The burgers, chicken meals and the snacks.The category of chicken is relatively static.c) Burgers The category of burgers is 1. Zinger 2. Chicken Burger 3. Zinger Xtreme 4. Fish Zinger 5. SUB (60,80) 6. *Col. Filled BurgerEconomics Page 7
  • 8. d) Snacks Snack family has been various products. 1. Arabic Rice 2. Fruit Salad 3. *Corn on the cob 4. *Scoop of Walls 5. Fries 6. HOT SHOTS 7. Rice Spice (*) These items are not available at a few restaurants. e) Chicken Meals Chicken meals include the different combinations of fried drum sticks.Features  Different and better taste  Hot and Spicy version of chicken  Superior Quality KFC SWOT Analysis Strengths Brand Equity KFC secret recipe of 11 herbs and species Very strong internationally Strong Franchises all over the world Interactive relationship marketing Strong trademarks recipes Ranks highest among all chicken restaurants Chains for its convenience and menu variety Largest multi-branded restaurant in the world Economics Page 8
  • 9. Weaknesses Lack of knowledge about their customers Lack of relationship building with employees, customers and suppliers Lack of focus on Research &Development KFC desserts portion is not as better as should be They only focus higher income level peopleOpportunities They have the opportunity to expand their sweet products They can open more outlets to get maximum market share They can open temporary outlets in peak season in the hill stations like Narran, kaghan, swat etc. They can capture more customers by decreasing the price of their products Updating their restaurants, Balanced menu, customer focus and Increase delivery serviceThreats Rated 83 out of 100 in terms of competitiveness Increasing inflation rates directly affect menu prices Supermarkets and new competitors Health Trend away from fried foods Changing customer demands Some international events badly affected the market of KFC in Pakistan like IRAQ and AFGHAN war and we know KFC is American based. Therefore, it creates a great impact on the performance of KFC. During the war the sale of sale KFC decrease more than 25% Current political situation is a big threat for KFCDiseases like bird flu is the big threat for KFCEconomics Page 9
  • 10. Marketing StrategySegmentationKFC has divided the market of Pakistan into distinct groups of customers with differentdemands, tastes and behavior who require separate products or marketing mix.In Pakistan the niche marketing is being used for particular classes of people.They have made segments of the market on the following bases.  Demographical  Behavior  GeographicalAnalysis & RecommendationsAnalysis: KFCis market leader in providing Fried Chicken. As KFC is addressing Fast Food, so it is competing with the prominent market signs, like Pizza Hut and McDonalds. Product:KFC is doing well so far. It needs improvement in their Hot-Menu. They Should make their menu dynamic, by introducing new meals ____after certain period of Time. New items should be introduced, by varying the taste. Like, pizza hut has come up With "Chapli Kebab Pizza" ___ addressing the local taste; KFC should go for such Innovation, in order to increase their market share. Price _ of KFC is reasonable, if compared with other fast food restaurants. But as, price is always the primary concern for consumers; so KFC should adopt certain strategy to attract the consumers. Its not only by lowering their prices. It could be by, introducing discount packages, for families, employees, students and regular customers. The membership cards can be used to, provide certain extra value to the consumers. Placementis very important factor, for a company to increase its market share, by targeting the right consumers. KFC need to have more outlets, at commercial areas. It will help in targeting the actual customers and potential customers as well. Mobile outlets can be effective addition as well.Economics Page 10
  • 11. Promotion:KFC has large customer equity, but being a market symbol, a company should strive for having more actual customers. KFC should work for, having a solid marketing department. They should organize and run advertisement campaigns. It would certainly be incremental factor for their sale. Different modes of advertisements can be used for, triggering the community. KFC could use brand promoters. KFC can setup, promotional campaigns. All what is needed is a well established marketing department, in order to facilitate effective, promotions.Conclusion KFC is providing employment to 1200 Pakistanis which adds up to 6000 Pakistanis directly dependant on KFC. KFC paying Rs.10 million to Govt. of Pakistan as direct taxes. 95% of its food and packing material is used in KFC Pakistan is produced locally which sums up to purchase of 35 million per month. Each new outlet developed by KFC Pakistan spends 40 million rupees that’s a massive amount for this industry. From above analysis, it’s clear that KFC and Pakistan are growing together. So KFC is doing well at Pakistan. KFC is also following marketing strategies, segmenting the market to segmentation variables and increasing their market share. KFC is leading in Fried Chicken. It gives quality, variety and fresh meal as of its competitors.Economics Page 11
  • 12. SuggestionThere are some suggestions for kfc e.g. 1) Should work for vegetarian like Hindus. 2) Must focus on the poor people and should make some products for those. Which should be cheap in price? 3) Even think about innovation in the business e.g. they can make motels and hotels. But even though About kfc I must quote a proverb: Even if you are on the right track you can get run over if you justsit there.Kfc was the person who had in his mind that someday he will succeed. So he started his journey.He starts his business when no one wants to purchase his product. But even though through hisdetermine power he succeeded and now we see that all over the world kfc is working. Here wegot the message that a will power of any person man can get everything. References 1. WWW.KFC.COM 2. WWW.KFCPAKISTAN.COMNAVEED IQBAL, BUSINESS UNIT MANAGER, KFC, MALL ROAD, LAHOREEconomics Page 12