1) This document provides an analysis of KFC's operations in Pakistan. It discusses KFC's history, vision, mission, objectives, values, products, SWOT analysis, and marketing strategy.
2) KFC has segmented the Pakistani market based on demographics, behavior, and geography. The analysis recommends that KFC introduce new menu items, offer discount packages, expand its store network, and invest in promotional campaigns.
3) In conclusion, KFC is a major employer in Pakistan and contributes significantly to the local economy and tax revenue. However, the analysis suggests areas where KFC can improve its products and marketing to further grow its market share.
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
power point presentation on KFC, mostly focused on company , followed the standard presentation format which is only bullet points no more theoretical part in this , easy to understand and present , specifically focused on Indian market , very simple and very attractive .
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
power point presentation on KFC, mostly focused on company , followed the standard presentation format which is only bullet points no more theoretical part in this , easy to understand and present , specifically focused on Indian market , very simple and very attractive .
KFC Vs McDonald-An overview on Local(Pakistan) & International businessAbdullah Zaman
A brief overview is taken from different sources to summarize The Understandings of both Businesses. Strategic and Competitive Analysis on which KFC & McDonald are standing.
KFC Vs McDonald-An overview on Local(Pakistan) & International businessAbdullah Zaman
A brief overview is taken from different sources to summarize The Understandings of both Businesses. Strategic and Competitive Analysis on which KFC & McDonald are standing.
Presentation Explains, that how organizations implement four functions of management in the organization. As KFC is well known name in fast foods as well as it is multinational organization. in this presentation me and my group members explores that how KFC use and implement four functions of management.
Useful for business, commerce, management sciences students.
KFC (the name was originally an initialism for Kentucky Fried Chicken) is a fast food restaurant chain that specializes in fried chicken and is headquartered in Louisville, Kentucky, United States (US). It is the world's second largest restaurant chain overall (as measured by sales) after McDonald's, with over 18,000 outlets in 120 countries and territories as of December 2012. The company is a subsidiary of Yum! Brands, a restaurant company that also owns the Pizza Hut and Taco Bell restaurant chains.
KFC was founded by Harland Sanders, an entrepreneur who began selling fried chicken from his roadside restaurant in Corbin, Kentucky, during the Great Depression. Sanders identified the potential of the restaurant franchising concept, and the first "Kentucky Fried Chicken" franchise opened in Utah in 1952. KFC popularized chicken in the fast food industry, diversifying the market by challenging the established dominance of the hamburger. By branding himself as "Colonel Sanders," Harland became a prominent figure of American cultural history, and his image remains widely used in KFC advertising. However, the company's rapid expansion saw it overwhelm the ageing Sanders, and in 1964 he sold the company to a group of investors led by John Y. Brown, Jr. and Jack C. Massey.
KFC was one of the first fast food chains to expand internationally, opening outlets in England, Mexico and Jamaica by the mid-1960s. Throughout the 1970s and 1980s, KFC experienced mixed fortunes domestically, as it went through a series of changes in corporate ownership with little or no experience in the restaurant business. In the early 1970s, KFC was sold to the spirits distributor Heublein, who were taken over by the R.J. Reynolds food and tobacco conglomerate, who sold the chain to PepsiCo. The chain continued to expand overseas however, and in 1987 KFC became the first Western restaurant chain to open in China. The chain has since expanded rapidly in China, which is now the company's most profitable market. PepsiCo spun off its restaurants division as Tricon Global Restaurants, which later changed its name to Yum! Brands.
KFC's original product is pressure fried chicken pieces, seasoned with Sanders' recipe of 11 herbs and spices. The constituents of the recipe represent a notable trade secret. Larger portions of fried chicken are served in a cardboard "bucket," which has become an icon of the chain since it was first introduced by franchisee Pete Harman in 1957. Since the early 1990s, KFC has expanded its menu to offer other chicken products such as chicken fillet burgers and wraps, as well as salads and side dishes such as French fries and coleslaw, desserts and soft drinks, the latter often supplied by PepsiCo. KFC is known for the slogan "finger lickin' good," which has since been replaced by "Nobody does chicken like KFC" and "So good."
KFC is having a very good atmosphere for its employee to work and the corporate culture is also good to
deal with but there is little problem with the management issues that should be solved. The food quality
and services offered by KFC are excellent. KFC always keeps introducing new variety of chicken and
edible products that helps in continuous improvement and growth in the profit margins. Today’s
generation is very health conscious and prone to hypertension was thinking what if KFC offers or add
fresh produced products such as fruits and vegetables in their menu it can increase their sales as even
vegetarian people can enter KFC and can enjoy the delightful ambient. In terms of 4 P’s KFC is doing
exceptionally excellent.
Page 1 of 7 TABLE OF CONTENTS Introduction .......docxalfred4lewis58146
Page 1 of 7
TABLE OF CONTENTS
Introduction ................................................................................................................................... 2
SWOT Analysis - Strength ........................................................................................................... 2
SWOT Analysis - Weaknesses ..................................................................................................... 3
SWOT Analysis - Opportunities .................................................................................................. 4
SWOT Analysis - Threats ............................................................................................................ 5
Conclusion ..................................................................................................................................... 5
Bibliography .................................................................................................................................. 7
Page 2 of 7
Introduction
In the year 1930, in the city of Corbin, Kentucky, USA, Harland Sanders opened his first fried-
chicken restaurant, which would later become just one in a global franchise chain known as
Kentucky Fried Chicken (KFC). From its modest roots of serving in a small gas station, KFC
blossomed with popularity to the point that Sanders was commissioned as a Kentucky Colonel
by the state’s governor. (Bio, 2015)
By 1952, Colonel Sanders began franchising KFC to neighboring states and over the decades,
KFC gained recognition on a global scale. With a total of 14,200 restaurants over 115 countries,
it is one of the world’s leading fast food chains specializing in chicken dishes. (KFC , 2012)
Singapore opened its first KFC in 1977 at Somerset Road. Its business has prospered ever since
and today, it is the most popular fast food chain in Singapore, along with big players such as
McDonalds, Burger King, Four Fingers and Popeyes.
This essay aims to analyze the strengths and weaknesses of KFC in the Singapore market, as
well as discuss the restaurant’s opportunities and its threats (SWOT analysis).
SWOT Analysis – Strength
KFC’s strengths can be summarized in 3 points: its differentiation from other restaurants due to
its secret recipe; its large number of outlets across Singapore; and its fast and efficient service.
Firstly, KFC’s unique chicken mix is a secret recipe made up of 11 herbs and spices. This trade
secret is kept safe-locked with two separate combination locks, heavily guarded by surveillance
cameras and motion sensors. KFC’s success is largely contributed by its difficulty in replicating
original chicken recipe by other fried chicken restaurants. With this secret recipe, KFC is able to
differentiate its products from competitors offering similar products such as Texas Chicken, Four
Fingers and Popeyes Chicken. (Global Brands Publications Limited, 2014)
.
This is a brief description about the brand KFC and also their marketing strategies such as product,place ,price , promotion and also the consumers behavior towards them with B2c B2B models.
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RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
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Memorandum Of Association Constitution of Company.pptseri bangash
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Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
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Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
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While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
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1. Superior University Lahore
Assignment Of
Economics
BBA - 3B
Group Member
M.Usman 11461
M.Irfan 11442
Junaid 11478
Arslan 11480
Rameez 11443
Economics Page 1
2. Acknowledgement
In the name of Allah, the most beneficent & the Merciful.
Firstly, we all likely to thank mighty Allah who provides us knowledge, energy & skills to get
opportunities & to increase our knowledge & experience by completing this project.
Secondly, we especially thank to our instructor Ms. Zaara who guides us at every step & every
aspect of this report, so that’s competed successfully.
Economics Page 2
4. EXECUTIVE SUMMARY
The information used in the analysis of KFC came from variety of resources, including the
internet & different KFC’c outlets. The combination of these resources provides the basic for a
valid current analysis of KFC.
The major findings of KFC are as under
KFC competing the competitors & maintaining strong relationship with customers by taking
under 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, market
development & 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 its
inception, KFC provides the ultimate chicken meals for a Chicken Loving Nation. Be it Colonel
Sanders secret original Recipe Chicken or the Hot & Spicy Version, every bite brings a YUM on
our 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 make
it 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 is
consistently providing a pleasant dining experience, with fast friendly, in a clean and convenient
location. 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 PRODUCTS
a) 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 Burger
Economics 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 people
Opportunities
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 service
Threats
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 KFC
Diseases like bird flu is the big threat for KFC
Economics Page 9
10. Marketing Strategy
Segmentation
KFC has divided the market of Pakistan into distinct groups of customers with different
demands, 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
Geographical
Analysis & Recommendations
Analysis:
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. Suggestion
There 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 just
sit 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 his
determine power he succeeded and now we see that all over the world kfc is working. Here we
got the message that a will power of any person man can get everything.
References
1. WWW.KFC.COM
2. WWW.KFCPAKISTAN.COM
NAVEED IQBAL, BUSINESS UNIT MANAGER, KFC, MALL ROAD, LAHORE
Economics Page 12