3. DEDICATION
In everyone’s success there is someone who supports him/her to
get successful in life. In our life there are lots of people who
supported us in our success
This Report is dedicated to
OUR Dear Parents
OUR Honorable Teacher
MISS QURAT UL AIN SHAH
Without Who's Guidance this would
Not have been possible
&
OUR beloved Colleagues
REASON FOR CHOOSING K.F.C AS AN ORANIZATION:-

4. We were supposed to visit an organization in which different department works as
a single unit. In which we can get information about how they work, what they work
etc etc. so we all group members thought of going to K.F.C. the main reason why we
choose K.F.C as our organization is that whenever we listern to this word K.F.C the
first thing that comes into our mind is an fastfood place we never think that it is also
an organization which has got things like other multinational organization and in our
daily routine life we usually go there and just order whatever we want to eat but we
never pay attention from where it is coming, how is actually making it and many other
things??? So we decide that we will be the one that will come to know that how K.F.C
is running its different departments and how is he generating sales revenue.
MARKETING STRATEGIES
OF KFC
ACKNOWLEDGEMENT:I would like to express my gratitude to my institution
IQRA UNIVERSITY for giving me the permission to choose my topic for the
dissertation in KFC.
ABSTRACT:Kfc primarily sells chicken pieces, wraps, salads &sandwiches, while its primary
focus is fried chicken. Kfc also offers a line grilled & roasted chicken products &

5. desserts. Outside North America, Kfc offers beef based products such as
hamburgers or kebabs, pork based products such as ribs & other regional fare. Kfc
was founded by colonel Harland sanders in 1952.
FAMOUS SAYING:KFC specialized in chicken and they says,
“No body’s cooking like KFC today and we are the chicken experts”
“There is no competitor for spicy chicken which is made by KFC”
"Become a fanatic yourself and head over to your nearest KFC restaurant to enjoy
some tender, juicy, freshly prepared Original Recipe® Chicken!”
“To be the leader in western style q u i c k
s e r v i c e r e s t a u r a n t s t h r o u g h friendly
service, good quality food and clean
atmosphere”
CONTENTS
Topic
Page #
• HOW RESEARCH IS DONE
7
• OBJECTIVE
7
• INTRODUCTION
8-9
• BRIEF ABOUT KFC
8-9
• PRODUCTS OF KFC
10
• KFC & FCSR
11-13

6. •
SOCIAL/EDUCATIONAL ACTIVITIES
• DEPARTMENTS OF KFC
13-15
15-18
• MARKETING MIX OF KFC
19
• CO-BRANDINGS OF K.F.C
19
• SWOT ANALYSIS
• GOALS OF KFC
20-21
21
• SALES AND REVENUE
21-22
• ACHIEVEMENT
23-24
• RECOMMENDATIONS
24
• BIBLOGRAPHY
24
Marketing Research and methods to collect information:
Marketing research was done before launching the product through different
mediums.
Survey Research:
KFC conducted survey through questionnaires and informal interviews.
Questionnaires were distributed in the KFC restaurant, different offices, open
market and Bazaars. They went out in the market to know people’s likings and
disliking.
Observational Research:

7. They also conducted research by observational method, the company
representatives simply observed the market, pointed out the market need
compared with each and every aspect of the product demanded by the customers,
observed what exactly their customer want, their need…
Experimental Research:
They offered their customers a promotional meal before making their mind
whether they want to buy it or not, whether they are comfortable with their newly
launched Sub 80. This way includes in the experimental research because by
doing this KFC can get feedback from the customers on the spot, and they can
improve their product on the very right time
OBJECTIVE:
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The main objectives of KFC are as follows:To sell chicken & other products to its customers.
To gain money so that they could buy food.
To be more popular than other fast food chains.
To expand its business & be more popular worldwide.
To make more profit.
To have polite employees.
To make their customers happy.
To increase variety on their menu list.
To make their service faster & friendlier.
To sell high quality products.
To have biggest market share.
To beat its competitors like McDonalds, Pizza hut, Subway, Hardees.
INTRODUCTION:KFC was founded by colonel Harland sanders in 1952 & is widely
known as the world famous fast food restaurant based in Louisville, Kentucky
us.KFC has been a brand & operatingsegment.KFC primarily sells chicken pieces,
wraps, salads & sandwiches ,while its primary focus is fried chicken. It also offers
a line of grilled & roasted chicken products, side dishes &desserts. Outside North

8. America KFC offers beef based products such as ribs & other regional fare. In
April 2007 the company began using its original name, KFC for its signage
packaging & advertising in us as a part of a new corporate rebranding
program.KFC specialty is fried chicken served in various forms. Its primary
product is pressure fried pieces of chicken made with original recipe, the other
chicken offering extra crispy is made using a garlic marinade & double dipping
the chicken in flour before deep frying in a standard industrial kitchen type
machine. Kentucky grilled chicken is targeted towards health conscious
customers. It features marinated breasts, thigh s, drumsticks & wings that are
coated with seasonings before being grilled. It has less fat, calories & sodium than
the original recipe fried chicken.KFC has two lines of sandwiches its regular
chicken sandwiches &its snackers line .The regular sandwiches are served on
either assume seed or corn dusted roll & are made from either whole breast fillets
chopped chicken in a sauce or fried chicken strips. The snakers line are value
priced items that consists of chicken strips &various toppings. In United
Kingdom, Australia & Newzealand, sandwiches are referred to as burgers; there is
chicken fillet burger (a chicken breast fillet coated in an original recipe coating
with salad garnish &mayonnaise) & a zinger burger as former but with a spicier
coating& salsa.
The kfc twister is a wrap that consists of either chicken strips or roasted chicken,
tomato, lettuce & pepper mayonnaise wrapped in a tortilla. In Europe the twister
is sold in two varieties:-Grilled twister(chicken strips) & grilled Mexican
twister.KFC fillers are a 9 in 23cm sub, available in four varieties over the
summer period in Australia. Shish kebabs are also being sold by kfc. Wrap star is
a variant of the kfc twister, consisting of chicken strips with salsa, cheese, salad,
pepper mayonnaise & other ingredients, contained in a compressed tortilla. In

9. some international locations, kfc may sell hamburgers, pork's ribs or fish. In us
KFC began offering fish snacker sandwich during lent in2006.The fish snacker
consists of a rectangular patty of Alaskan Pollock on a small bun & is the fifth
KFC menu item. Some of other products sold by KFC in other countries include
zinger burger, chili cheese fries, parfait desserts, Sara lee desserts , krushers
available in Australia, South Africa, India &Newzealand are drinks containing
real bits. They include classic rushers, smoothie krushers & fruit krushers. Other
than fried chicken many KFC restaurants serve side dishes like coleslaw, various
potato based items including potato wedges, French fries & mashed potatoes with
gravy, biscuits, baked beans, macaroni & cheese, macaroni salad, rice, steamed
vegetables& corn on the cob.
PRODUCTS OF KFC:•SUB60
•Zinger Jr.
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Chicken:
1 piece
2 pieces
5 pieces
10 pieces

10. Combos:
• Chicken Meals
• Sandwich Meals
• Family Meals
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Desserts & Beverages:
Fruit Salad
Regular & Large Drink
Regular & Large Mineral Water
Tea
Scoop of Walls Ice cream
Coffee
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Snacks & Side Orders:
5 & 20 Pieces Nuggets
Arabian Rice
5 & 10 Pieces Hot wings
Dinner Roll
Regular & Large Fries
Hot Shots
Corn on the Cob
KFC & FCSR
FCSR (Foundation for Corporate Social Responsibility)
It is a Foundation of like-thinking, Socially Responsible Companies that takes a pro-active
stance against social injustices in the communities in which we live and work.
Some might call it Corporate Crusaders for positive social change.It is a Foundation of
Companies that pools its financial and intellectual capital to create unified campaigns against

11. social injustice, and do social good where governments, charities, foundations, and the private
sector in general have often failed.
It is a Foundation of Companies that feels it is our Corporate Social Responsibility to
bring social injustices to the attention of our society, and then use our own resources and the
resources of others to create, educate and help eliminate these injustices.
It is a Foundation of Multi-National Companies that not only "talks the talk," but also
"walks the talk." During its first 4-years of operations, the Foundation for Corporate
Social Responsibility has provided 2.5 million Hot-Meals to some of Poland’s most
needy children. It feed 60,000 meals each month to 3,000 hungry Polish children in
schools each school day in Northwest Poland, a place it like to call the PromiseLand.
MISSION STATEMENT
The Foundation for Corporate Social Responsibility encourages corporations to be
Socially Responsible, and to assist them in achieving commercial success in ways that respect
ethical values, people in need, their communities and the environment. Realizing that the
greatest incentive to participating in social good is to participate in social good itself, the
Foundation vigorously develops and supports philanthropic activities. Foundation members live
up to their responsibilities to society by being an economic, intellectual and social asset to each
community in which they do business.
KFC MEMBER OF FCSR
American Restaurants Sp. Zo.o (AmRests), owners of Pizza Hut and Kentucky Fried Chicken
have a long tradition of being Socially Responsible and in helping
Polish people in need for more than 10 years. Pizza Hut and Kentucky Fried Chicken are
Members of the Foundation for Corporate Social Responsibility.
The Socially Responsible culture of Am Rest is ongoing, and is an integral part of all
Corporate activities. It reflects Am rest's key values of “Obligations toward Society.”
Social Responsibility played a major part in the 10th year anniversary celebration of
Are Rests in Poland? As a part of the formal activities, employees and the management of Pizza
Hut and KFC participated in a very special day of activities with a group of mentally disabled
children and young adults in Am Rest’s home town of Wroclaw. Employees learned a great
deal about their community as they joined hands with a special group of people they knew little
or nothing about, mentally disabled children.
They spent time getting to knowing each other, sang songs, played games and actually worked
closely with the children’s teachers and therapists in conducting daily rehabilitation activities.
This was not in any way an ordinary day.
After a full Saturday morning of fun and play, the children were treated to a special lunch
especially prepared for them by Poland’s very best. And wouldn’t you know it? World famous
slices of Pizza Hut pizza and scrumptious KFC chicken wings and legs were the specialty of the
day! It was a wonderful experience for everyone involved. The special kids of Wroclaw loved
every minute, and the Am Rest employees returned home knowing that they had responsibly
made a difference in every life they touched that Saturday morning. The memories are sure to
last for all of these new friends. Thank you Am Rest for making a difference! Am Rest had 113
Pizza Huts and KFCs in Poland, and 22 KFCs in the Czech Republic at the end of 2003.

12. KFC handshake for hearing impaired
In Pakistan, the first KFC outlet with impaired persons was opened in Karachi.
Local firm Cupola, Pakistan Ltd is behind the Karachi venture, and it plans to open two more
outlets in the next two months that rely on employees with
differences. The company has a charitable foundation(the Cupola Care Foundation), which has
been active in educational initiatives (such as the provision of libraries and staff and educational
support for underprivileged children).However, this venture is aimed at providing disabled
persons with job opportunities and to promote effective communication between with and
without disabilities. It also allows the business community to see that hearing and speech
impaired people can be just as effective employees as anybody else. Cupola CEO Rafiq
Rangoonwala was the man behind the drive to open Pakistan first food outlet run entirely by
disabled staff. His immediate plans involved opening outlets in Lahore and Pindi using the same
model.
However, it has been a challenge to identify and train staff. 30 prospective employees were
chosen from local deaf school. They underwent regular KFC training, which took six weeks.
Additionally, the Gulshan e-Iqbal outlet required modifications for the new staff. For instance,
there are no bells in the restaurant. Cupola installed light bulbs instead to let staff know when
meals had been cooked. Menus are illustrative so that customers who can sign can simply point
to the meal they desire. Working at the restaurant has provided significant opportunities to
several of the staff. When Anam Zahid, a young, hearing impaired female college student, told
her family that she wanted a part-time job they were concerned and initially hesitant. When she
learnt of a KFC outlet hiring deaf staff, however, her family was very supportive, believing that
the environment was safe and secure. Asadullah Siddiqui, 20, says he was initially nervous
about interacting with normal people but he now feels proud about what he achieved. Others
have reported improved self esteem and believe that people no longer look at them with pity.
Being
hearing impaired in Pakistan can as anywhere be a challenge. The opportunities provided at the
new outlet are a significant step forward in a country where disabilities can lead people to live
in a cocoon. Working with colleagues with similar disabilities has enabled the staff to grow in
confidence.
KFC has taken the initiative to bring the handicapped into the mainstream.
KFC has ventured into serving the community in a meaningful manner, by providing
employment to a section of society that is often ignored. While the government has

13. promised aid to schools for the deaf and dumb (such as DEWA), KFC is providing a
public service and employment opportunities with equal pay (offerred to unimpaired
employees) to these individuals. Nasir Haq Nawaz admits (via a translator) that prior to being
employed with KFC, he was sitting at home getting frustrated with a useless Bachelors degree
in his hands, and often he would get 'hyper'. However, following employment at KFC he has
become happier and feels useful. Anum Zahid, a young girl who wears spectacles, dons a hijab
and sports a sunny smile, is a student of Intermediate at DEWA. Along with studying she is
working at KFC, handing over her salary to her father. Naturally, being able to earn has
developed in her a new kind of confidence. She positively asserts that, "Customers give no
trouble at all," and that she is "very happy working at KFC." KFC has given the hearingimpaired individuals a sense of worth, having a 'positively discriminatory' employment policy
of hiring only hearing impaired individuals at the particular branch; however it is no pushover,
for a minimum educational qualification exists of holding at least a Matriculation degree. KFC
has opened similar branches employing the hearing impaired in Egypt and Malaysia and plans
to open one soon in Lahore as well. The effort deserves a lot of appreciation. In a country,
where public sector spending by the government is at a minimum, a corporation's effort
acquires an even greater significance. However important as it is to locate a corporation's
actions in context of pushing up profits, in a country like Pakistan where the disabled face
enormous adversity, KFC's endeavor remains praiseworthy.
SOCIAL/EDUCATIONAL ACTIVITIES:A matter close to our heart, one that we strongly feel you as our
customer. You have always been kind supporters and partners to what Cupola
/KFC – Pakistan is today. We are grateful and appreciate your patronage! We
have recently felt a major void in the way business is conducted in Pakistan. A lot
of lip service is provided to economic and social development, yet no action in
actuality taken. Recently, we have taken a couple of initiatives, which we feel
address this disparity, especially in the field of education:
Teacher’s Convention:
• Teacher’s Convention 2006:
• Teacher’s Convention 2005;
• Teacher’s Convention 2004;
Teacher’s Training workshop:
Women’s Forum:
KFC Campus (TCF School):
Educational Enhancement Program:
Charity Begins at School
The objectives of “Charity begins at School” is to help needy children throughout
Pakistan. To play an active role in the development of our nation’s most valuable
natural
Resources – our children; to unite all members of local communities in common
causes in the month of Ramadan each year during the annual collection and
distribution
Campaign; to contribute to better communities in the future.

14. KFC wants to promote the spirit of helping the less fortunate of our society among
our partner school kinds. Through this program students will collect:
Toys
Cash
Old books
Stationary items
Clothes
These funds are given to SOS, Cares & Kindess Rahat Gah, Education & Training
for
Special Kids and other social welfare organization. The kids will hand over the
good to
the organizations themselves and will be actively involved in the program.
Faryad:
Is the environmental campaign by KFC Pakistan. The main project of
Faryad is tree plantation, creating awareness & cleaning the environment and
traffic rules
and regulation. We did series of FM-100 program with school principals to create
the
awareness of environmental pollution among school children.
Jail Visits:
Our existing penal system has thousands of children who were born in prison
and know no existence outside of these prisons. KFC Pakistan periodically visits
these
under privileged children along with Chicky (our children mascot) to entertain
them. Free
food and gifts are provided.
Special Children:
There are three ways in which we cater to them: Visits to their
Facilities to provide entertainment, again through Chicky;
Visits to our facilities for food and entertainment; All new unit opening are done
by special children as our guests of honor to inaugurate the outlet.
DEPARTMENTS OF KFC: Marketing Department
 Finance Department
 Operation Department
 HRM Department
 Quality Control Department

15.  The Health Department
o Marketing department:
Marketing is the delivery of the right product to the right customer, at the
right place, at the right time and at the right price through right communication
and promotion. Marketing is often dynamic, challenging, and rewarding it can
also be frustrating and even disappointing. But it is never dull.
In KFC all the Marketing efforts (Product Planning, Pricing, Distribution and
Promotion) are designed and combined in a coherent and consistent way. They
have the updated knowledge of market situation. They keep eye on actions of the
competitors. They consider that all employees are potentially good, responsible,
helpful and trustworthy and they have given them opportunity for growth, selfcontrol and personal responsibility. They know that teamwork and collaboration
generate a greater volume of production than does destructive interpersonal
competition. Now Kentucky Fried Chicken captures a maximum market share.
This is only due to excellent marketing strategies adopted by the organization.
Marketing department is the main and most active department of the Kentucky
Fried Chicken it perform all the key activities of the business. The basic purpose
of the marketing department is to advertise its products in the market and keep eye
on the competitors that what they are doing. The department introduces the new
policies and satisfying the customers.
The body of the department is comprised of Marketing Manager, Assistant
Marketing Manager and Planning Manager.
o FINANCE DEPARTMENT:
The finance department provides close support the business manager on
the financial implication of business strategies that are formulated. Regular
feedback is also given to Departmental Heads to facilitate monitoring of cost at
the department level.
The finance department prepares statutory accounts and management accounts of
the business.
The statutory accounts comprise of all the final accounts of business transactions,
Profit and Loss accounts, COGS (cost of good sold), Balance Sheet and Cash
Flow Statement etc. which, by law, the business has to prepare. The Finance
Department analysis the business results and prepares the monthly and quartly
review of business operations. The Cashier handles routine day to day cash
transactions.

16. This Department is also responsible for maintaining fixed assets listening and
arranging insurance cover on the assets of the business the tax related issues of the
Business and all the transactions processing’s, e.g. recording of sales and
payments etc, are also handle by the Finance Department. Finally the Finance
Department liaises with internal and external auditors, product margins, variable
cost and fixed assets within the business as well.
o OPERATIONAL DEPARTMENT:
It is very important department in the Kentucky Fried Chicken. The
incharge of the operation department is operation manager. This operation
manager is responsible for the following operations and functions.
·Cooking
·Cleanliness
·Administration of restaurant.
·Complaint handling of the customers
·Daily order to procurement Department
·Day to day demand forecasting
·Daily lectures to crew people
·Trained the employees
o HRM DEPARTMENT:
According to the marketing manager of KFC that HRM Department play a
very important role in the organization. The aim of this department to provide a
highly qualified and competent employees to the organization. The HRM
Department performs the following functions:
·Reviewing application form
·Interviewing applicants
·Inducting new employees
·Appraising employees performance
·Make a decision about the employees training

17. ·Provide a career advice to subordinates
o QUALITY CONTROL DEPARTMENT:
Quality control means monitoring the quality weight, strength,
consistency, color, taste, reliability, finish, or any one of myriad of characteristics
to ensure that the products meet the international standard.For this purpose there
is separate department in Kentucky Fried Chicken which is responsible for the
quality control. This department satisfying the customers needs for the quality,
and differentiate the organization from the competitors and attract the large
number of customers.The duty of this department is check the raw material that
whether it is according to the standard or not. Department check the quality each
and every step till the final product. Because according to the Marketing Manager
of KFC the early detection of defective part of process can save the cost of further
work on the product.
o The
Health Department:
The Bureau of Food Safety and Community Sanitization’s food
safety program is responsible for conducting pre-permit, routine and complaintgenerated inspections of approximately 25,000 food service establishments
(FSEs), of which some 22,000 are restaurants. Each restaurant receives an annual
inspection, during which an inspector examines a range of sanitary issues.
Inspectors check for conditions conducive to rodents and for overt signs of rodent
activity.Inspections may also be triggered by complaints or by inspection failures.
Under current policy, complaint inspections may be comprehensive or targeted to
the complaint.
A separate Health Department program, the Office of Pest Control Services,
assesses and responds to complaints about rats in communities. This program
inspects properties for signs of rats and for conditions conducive to their presence.
When violations are found, owners are ordered to rectify them. The program
promotes an integrated pest management approach, which emphasizes prevention
over extermination. The program also conducts a rodent-control academy for
building operators and pest-control professionals. The Office of Pest Control
Services recently offered its first course for food safety .
Environmental concerns:
KFC in the US has been accused by Greenpeace of a large destruction of the
Amazon Rainforest, because the supply of soy used for chicken food that KFC
receives from Cargill has been traced back to the European KFC. Cargill has
reportedly been exporting soy illegally for several years. The Greenpeace
organization researched the issue and brought it to the attention of the parent
company YUM! Brands, Inc. The parent company denied the illegal operation,
and said that their supply of soy is grown in parts of Brazil.Greenpeace has called

18. on KFC to stop purchasing soy from Cargill, to avoid contributing to the
destruction of the Amazon.
Animal rights:
Protesters demonstrating outside a KFC restaurant in Royal Oak, Michigan…
Since 2003, animal rights and welfare organizations, led by People for the Ethical
Treatment of Animals (PETA), have been protesting KFC’s treatment of the
animals used for its products. These groups claim that the recommendations of the
KFC Animal Welfare Advisory Council have been ignored. Adele Douglass, a
former member of the council, said in an SEC filing reported on by the Chicago
Times, that KFC "never had any meetings. They never asked any advice, and then
they touted to the press that they had this animal-welfare advisory committee. I
felt like I was being used." .. KFC responded by saying the chickens used in its
products are bought from suppliers like Perdue Farms, Tyson Foods, and Pilgrim's
Pride, and that these suppliers are routinely monitored for animal welfare
violations. Several PETA undercover investigations and videos of these and other
KFC suppliers purporting to show chickens being beaten, ripped apart, and
thrown against walls contradict KFC’s claims. PETA has criticised some of the
practices of chicken breeders, such as beak trimming and overcrowding, but KFC
says its suppliers meets UK legal requirements. The Department for Environment,
Food and Rural Affairs recommends a maximum stocking density of 34 kg—
around 30 chickens—per square metre, and say that in circumstances where beak
trimming needs to be carried out to prevent the birds injuring each other, only one
third of the beak should be trimmed "measured from the tip towards the entrance
of the nostrils". PETA states that they have held more than 12,000 demonstrations
at KFC outlets since 2003 because of this alleged mistreatment of chickens by
KFC suppliers.In June 2008, KFC Canada agreed to PETA's demands for better
welfare standards, including favoring suppliers who use controlled-atmosphere
killing (CAK) of chickens, and other welfare standards as well as introducing a
vegan sandwich at 65% of its outlets. PETA has called off its campaign against
KFC Canada, but continues to demonstrate against KFC elsewhere in the world.

19. MARKETING MIX
KFC:1.Product:Kfc speciality is fried chicken served in variousforms.Kfc primary product is
pressure fried pieces of chickenmade with original recipe.Products are generated
based on thegeographical locations.
In Kfc feedback is taken from customers in order to know thecustomers demands
so that improvements can be made by thecompany.Kfc focuses on pure & fresh
food in order to create adistinct & clear position in the minds of customers kfc has
astrong brand name & they are leading the market in friedchicken.
2.Price:Kfc adopts cost base price strategy,pricing of the productincludes govt tax &
excise duty & then comes the final stage of determining the price of the product.
Kfc globally enters the market using market skimming.Theirproducts are priced
high & target the middle to upper classpeople.Compared to its competitors kfc has
a monopoly in friedchickens,thus kfc has an upper hand in pricing their
friedchickens.
3.Place:Kfc have their outlets close tocolleges,schools,cinemas,malls & market
which are mostlypopulated by young & those people who are in hurry.Inaddition
they also have outlets close to muslim populatedareas.
They provide free home delivery to offices & homes,result inseveral outlets to
cater to the needs of people in & around thecity.Due to hectic lifestyle of the
people the fast food conceptsaves time of preparing food & gives the customer a
full mealquickly.
4.Promotion:Promotion is the main tool to bring all the chickenlovers attention towards
its delicious one of a kind productfried chicken.They try to promote their product
throughradio,television,billboards,flyers.
Kfc try to sponsor events in order to strengthen their companyimage.
CO-BRANDING

20. K.F.C has major tie-ups with various companies as their co branding strategy:1. COCA COLA
2. BARBIE
3. HOTWHEELS
4. DISNEY PIXAR
SWOT ANALYSIS
KFC:
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STRENGTH:It is a very famous fast food chain outlet that started fromLouisville Kentucky.
It has been known to be a leader in the chicken restaurantsegment with annual sale
of more than a billion dollars.
It has more than 50% of the market share in fast food industry& new entrants are
finding it very difficult to capture its share.
It has gained enormous recognition as a reputable brand forfast food & has
globally positioned itself well in industry.
It has a high global brand image compared to its othercompetitors.
It has a strong presence over its competitors with its primaryproduct fried chicken.
It has strong location,store management,motivated work force& franchises.
It has a strong distribution network such as outlets in shoppingmalls,airports etc.
WEAKNESSES:Kfc is not innovative because it serves only the chicken products to the customers.
It doesn't offer any new or differentiated products.
It felt after the market was offering new products because it was doubling other
fast food chains to remain competitive.
Its merger with different corporations resulted in big cultural problem for kfc
employees such as merger with Pepsi co.
The company is only focusing on few locations & is ignoring to check standards
at franchises in different countries.
Kfc is facing problems to maintain the higher standards of hygienic food & is
being charged in different countries due to poor standards of hygiene food.
Some of the examples are as follows:In 2007
A kfc outlet in new York city was initiated to be rat infected.
In 2009 a kfc store in London was also charged with 13
Food hygiene fines.
A court case in 2010 exposed poor hygiene at a kfc store in Sydney, Australia.
OPPORTUNITIES: Changing demographics trends provides opportunity to diversify into new
products & locations.

21. Increasing demand for foodstuff eaten outside the home.
Expand globally to capture the untapped markets & increase the revenue.
The company can take advantage of Nafta (North American free trade agreement).
Expansion for the Latin American markets.
Consumers are becoming health conscious so they decided to introduce new
products line for this segment.
 To be environmentally responsible because it will improve thepublic image of kfc
& will help it to increase its revenue.
 To diversify into other fast foods & meals.
 To open more outlets in metro to increase their presence.
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THREATS:Kfc is facing strong competition from its competitors, such as McDonalds, yum,
subway & pizza hut.
It is also facing competition from local restaurants in differentcountries of the
world.
The company is facing problem in maintaining same standardsat their
international franchises.
To sustain a market leadership position in the global fast foodindustry.
Other players are turning to new menu offerings, locations &outlets.
Increase in number of health conscious consumers.
Saturated fast food industry in the market.
GOALS OF KFC:-
 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.
INCREASE IN SALES REVENUE :-

22. for KFC franchisee, Collins Foods reported a very valuable increase in all franchisee of all over Pakistan
but specially in Karachi and in Karachi the branch of saddar
A increase in sales revenue has been reported by Collins Foods Limited, which is
the franchisee for the KFC brand in Karachi, and operates the Sizzler business in
Australia.
For the first half of the financial year 2012, ending 16 October, Collins Foods was
up 1.2 percent compared to the previous first half year, with sales at $186.9
million.
The company has also announced an expected pro forma net profit after tax to be
about $20 million, with a loss of approximately $500,000.

23. ACHIEVEMENT:RECOMMENDATIONS FOR KFC:o
If kfc could increase company own restaurants, which enables it to
control quality, services & restaurant cleanliness therefore more capital is needed.
o
Kfc need to make sure that their restaurants offer a diversified menu.
o
To provide their customers with quality food, excellent service &
restaurant cleanliness.
o
Kfc should always listen to their customers & try follow new trends on
market in order to satisfy their customers.
o
The company should try to develop new products that customers want
in order to increase their financial performance & value.
BIBLOGRAPHYwww.google.com www.scribd.com www.wikipedia.com