Harland Sanders, the man who would later be known as ‘The Colonel’, was born in 1890. In 1955 Sanders sold his two filling stations and began selling his chicken recipe to other restaurants, charging them 5 cents per chicken. This franchise operation turned out to be a very profitable model. There were 600 KFC restaurants, making it the biggest fast food chain in the US by 1963. Today, there are over 18,500 KFC outlets worldwide, each making a profit of around $1.2 million a year. Also, it is the world's second-largest restaurant chain, with 22,621 locations globally in 150 countries. They are one of the most popular fast-food chains in the world and they produce fried chicken, chicken sandwiches, wraps, french fries and etc. They even brought out a chicken-flavored nail varnish earlier this year. In this presentation, include about Introduction of KFC, Nature of KFC international business operations and The impact of the international PESTEL on the KFC
2. Content……
1. Introduction of KFC
2. Nature of KFC international business
operations
3. The impact of the international
PESTEL on the KFC
3. Introduction of KFC
01
02
03
04
KFC was founded by Colonel Harland
Sanders
The first ‘Kentucky Fried Chicken’
opened in 1952
Today, there are over 18500 KFC
outlets worldwide, each making a profit
of around $1.2 million a year
And, it is the world's second-largest
restaurant chain, with 22,621 locations
globally in 150 countries
4. Introduction of KFC
Mission
vision
To be the leading integrated food services group
in the ASEAN region delivering consistent quality
products and excellent customer-focused service.
To maximize profitability, improve shareholder
value and deliver sustainable growth year after
year.
5. Nature of KFC international
business operations
4 Key elements (4Ps) of
KFC marketing mix
Business segmentation
Market segmentation
Geographic segmentation
Distribution centers
6. 4 Key elements (4Ps) of KFC marketing mix
Place
KFC has located their
restaurants in posh and
prominent places in the
country
It uses direct channels to
deliver the product targeting
customers
Promotion
KFC has developed
advertising slogan which is
“its finger licking good”
It sponsors various projects
and games to attract the
customer
Positioning
KFC offers a complete meal
with high quality, hygienic
and affordable fast food
products
It differs by highlighting that
the chicken is prepared
through unique secret
recipes of different traditions
Price
KFC have set different prices
for different products
it is using the adopted cost
based pricing strategy
Most of the KFC customers
are from high and middle
class groups the prices are
set on a higher side
7. Promotion
KFC has located their
restaurants in posh and
prominent places in the
country
It uses direct channels to
deliver the product targeting
customers
Promotion
KFC has developed
advertising slogan which is
“its finger licking good”
It sponsors various projects
and games to attract the
customer
Positioning
KFC offers a complete meal
with high quality, hygienic
and affordable fast food
products
It differs by highlighting that
the chicken is prepared
through unique secret
recipes of different traditions
Business
segmentation
Market segmentation Geographic
segmentation
KFC's customer gives
importance to Clean,
and comfort, such as
the middle income and
high income groups.
This group can afford
higher pricing. They
demanded quality and
taste, Therefore KFC
can charge higher
price as compared to
a Cooked food store
to this segment.
KFC initially
focused on single
segment through
Niche Marketing
with the offers of
Combo Deals, but
now the company is
focusing on other
classes and has
increased the target
market.
It is division of the
market into different
geographical units,
for example states,
nations, regions,
cities, countries, or
neighborhood. KFC
deals internationally
and has number of
outlets in various
countries.
8. Distribution centers
Promotion
KFC has developed
advertising slogan which is
“its finger licking good”
It sponsors various projects
and games to attract the
customer
Positioning
KFC offers a complete meal
with high quality, hygienic
and affordable fast food
products
It differs by highlighting that
the chicken is prepared
through unique secret
recipes of different traditions
As of early 2020 there are KFC outlets in 150
countries and territories in the world
The first KFC open in United State in 1952 and in
Canada year later the first
The major market for KFC include China United State,
Japan, United Kingdom, South Africa, Malaysia,
Canada etc
9. T h e i m p a c t
o f t h e
I n t e r n a t i o n a l
P E S T E L o n
t h e K F C
10. Political Factor
The operations of KFC are affected by the government
policies on the regulations of fast food operation
KFC has handled this situation very tactfully and has
obeyed the policies of the government as prescribe by the
government in order to run this kind of business
Changes of taxation, import regulations and employment
policies, animal rights campaign
The political factors include the government policies as KFC
being a foreign company to many countries so they have to
obey the policies of the government of a particular country
where the business activities are being carried out
11. Economic Factor
The benefits of economical that changes the strategy of
international business of KFC and they can grow up with
the lower price and the satisfying service
An ever growing middle class with increasing purchasing
power
Purchasing capacity of customers that affect the spending
on fast food products and eating out
The consumption behavior the people plays an important
role
12. Socio-cultural Factor
KFC, along with other popular fast food brands struggle
with many social issues and problems
They adapt the culture of the country where they are located
Farms mistreat animals by packing them in unhygienic
environments and facilities
A lot of Indians are veggies, So KFC had to change their
menu. Then they removed beef from their menu
13. Technological Factor
KFC has also increased its digital presence through better
social media management and promotions
By using advance technology they are minimizing cost of
production, increase quality of production and satisfy their
customers
KFC always support the work of research and development
in order to introduce the new technology
Investment in technological innovation computer ordering
14. Ecological Factor
Being a giant in the fast-food restaurant industry with over
22,000 locations, it is no surprise that KFC is a major
contributor to the environment. KFC’s paper supplier is
linked in many cases with deforestation, destruction of
wildlife, and endangering the environment
Again, an increasing number of health-conscious
individuals opt to turn away from KFC due to reasons like
this. The restaurant needs to adopt more environmentally
friendly practices to reduce waste and consumption
They just invite the environment to come to the restaurant
to enjoy their food
15. Legal Factor
As KFC operates in over 140 countries, complying with the
local laws and regulations is one of the key factors in
continuous success and operation
They have to adhere to the food and health quality
guidelines and laws in order to avoid lawsuits and
penalties
KFC also can hold their recipe because it has been legality
so no one can steal
It use franchising models and it available and working
successfully in India