Kfc in india swot analysis

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Kfc in india swot analysis

  1. 1. IN INDIA ETHICAL ISSUESPresented By- Kalyani Singh Neha Singh Shahbaz Khan Shakshi Gupta Surendra Singh Bisht
  2. 2. BACKGROUND OF KFC KFC is based in Corbin, Kentucky, U.S. and is the world’s most popular chicken restaurant chain. Founded by Colonel Harland Sanders in in the early 1930s by cooking & serving food for hungry travellers. In 1952 Sanders started franchising his chicken business & named it as KENTUCKY FRIED CHICKEN. KFC is part of Yum! Brands, Inc., the worlds largest restaurant company in terms of system restaurants, with more than 36,000 locations around the world. KFC operates more than 15,000 units in 109 countries and territories around the world.
  3. 3. CONTINUE….. Every day, more than 12 million customers are served at KFC restaurants. KFC is world famous for its Original Recipe fried chicken -- made with the same secret blend of 11 herbs and spices Customers around the globe also enjoy more than 300 other products -- from KFC The company is ranked #239 on the Fortune 500 List, with revenues in excess of $11 billion in 2008.
  4. 4. KFC’s Entry in INDIA KFC was the first fast food multinational to enter INDIA , after the economic liberalization policy of the Indian Govt. in early 1990s. KFC received permission to open 30 new outlets across the country KFC opened first fast food outlet in Bangalore in June 1995 by targeting upper middle class population. PepsiCo planned to open 60 KFC and Pizza Hut outlets in next 7 yrs in the country.
  5. 5. ISSUESGovt. was criticized for granting permission to multinational food giantThreat to domestic businessNationalists feared a cultural invasionNutritionists highlighted the high rates of obesity, hypertension, heart disease and cancersMonosodium Glutamate (MSG) controversy
  6. 6. PROBLEM for KFCProtests by angry farmers led by the Karnataka Rajya Ryota Sangha (KRRS).Protests by EcologistProtests by PETA . Support of celebrities in against of KFCNon-Conformity with food products regulations
  7. 7. SWOT ANALYSIS
  8. 8. STRENGTH World’s largest restaurant company in terms of system restaurants, operates more than 15,000 units in 109 countries and territories around the world. KFC is world famous for its Original Recipe fried chicken -- made with the same secret blend of 11 herbs and spices Ranks highest among all chicken restaurant chains for its convenience and menu variety. Generate $1B each year
  9. 9. WEAKNESS LACK OF KNOWLEDGE ABOUT THEIR CUSTOMERS. LACK OF FOCUS ON R&D. MSG FLAVOUR IN CHICKEN
  10. 10. OPPORTUNITYRETAIL BOOM IN INDIAINDIANS YOUTH ARE ADOPTING WESTERN CULTUREINDIAN ECONOMYMETROPOLITAN RAPID DEVELOPMENT
  11. 11. THREATSINDIAN RECIPIES LIKE TANDOORI CHICKENPETA AND KRRS LIKE ORGANIZATIONSPOLITICAL PARTIES PROTESTING FOR JUNK FOODPROTEST SUPPORT FROM FAMOUS PERSONALITIES LIKE ANIL KUMBLE,ADITI GOVITHRIKAR,JOHN ABRAHAM ETC
  12. 12. PESTEL ANALYSISPOLITICALECONOMICSOCIALTECHNOLOGICALENVIRONMENTALLEGAL
  13. 13. MARKETING CONCEPTSNEEDS – a consumer needs foodWANTS – they want chicken or other non-vegDEMANDS – but they demands KFC’s fried chicken
  14. 14. TARGET MARKETSAs the outlets of KFC are in posh area and prices are too high (overhead expenses- rent, air-conditioning, employees),KFC targets upper and middle classes, youthTarget market depends upon size and growth rate of population,
  15. 15. MARKET SEGMENTATION Geographic segmentation : In India KFC focuses how geographically its customers demand different products. Demographic Segmentation: In demographic segmentation, the market is divided into groups based on an age, gender, family size, income, occupation, religion, race and nationality. Psychographic segmentation: in this segmentation ,the market is divided into middle class & upper class
  16. 16. PRICING STRATAGY Their products are priced high and target the middle to upper class people KFC adopt the cost base price strategy. Pricing of the product includes the govt. tax and excise duty The products are bit high priced according the market segment and it is also comparable to the standard of their product. In the cost based method we include the variable and fixed cost.
  17. 17. PROMOTIONAdvertisingSales PromotionPublic RelationsEvents and ExperiencesCoupons, Discounts and Bundled packages
  18. 18. COMPETITION We can compare the price of their products with mcdonald, dominoes and pizza hut. If the competitor provides the same product at a lower price then the organization usually lowers the price of its product too. In the case of kfc, fried chicken is its main selling point and controls a monopoly over the indian fast food market (only with fried chicken). It prices its burgers, french fries and soft beverages with relation to its competitors.
  19. 19. SOCIAL MARKETINGFacebookTwitterGoogle+
  20. 20. RECOMMENDATIONS the company should be able to use an ethical management strategy that will uplift the image of the company. uses of marketing knowledge, concepts, and techniques as well as with the social consequences of marketing policies, decisions, and actions every business organization should understand the importance the culture, regulatory & ecological issues in different countries.
  21. 21. THANK YOU

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