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
KFC is a American fast food chain restaurant. the marketing management of KFC around the world is discussed in the presentation. the various strategy of KFC is discussed .
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.
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
KFC is a American fast food chain restaurant. the marketing management of KFC around the world is discussed in the presentation. the various strategy of KFC is discussed .
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.
FOR POWERPOINT PRESENTATION
Stage 1: FORMING
• GROUP MEMBERS LOOK TO THE LEADER FOR DIRECTION.
• MEMBERS HAVE A DESIRE FOR ACCEPTANCE BY THE GROUP AND FITTING IN.
• MEMBERS ARE SIZING EACH OTHER UP – CHECKING OUT PERSONALITIES AND TALENTS OF OTHER MEMBERS.
• MEMBERS FOCUS THEIR DISCUSSION ON THE TASK AT HAND, NOT WORRYING ABOUT RELATIONSHIPS.
• FEELINGS GOING THROUGH MEMBERS INCLUDE INSECURITY, NERVOUSNESS. THEY ARE ASKING THEMSELVES “Do I belong?”, “Will I be accepted by the group?”
Stage 2: Storming
• THIS STAGE IS CHARACTERIZED BY TENSION, COMPETITION, AND CONFLICT AMONG GROUP MEMBERS.
• QUESTIONS ARISE ABOUT WHO IS RESPONSIBLE FOR WHAT AND WHAT THE RULES ARE.
• SOME MEMBERS MAY REMAIN SILENT WHILE OTHERS ATTEMPT TO DOMINATE.
• SOME MEMBERS QUESTION AUTHORITY AND COMPETENCY OF THE GROUP LEADER
• THE GROUP LEADER HAS TO RAISE THE CONFLICT ISSUE AND DEAL WITH IT.
Stage 3: Norming
• LEADERSHIP IS SHARED AND CLIQUES DISSOLVED.
• CONFLICTS ARE RESOLVED AND THERE IS A STRONGER SENSE OF BELONGING TO THE GROUP.
• CREATIVITY IS HIGH.
• PEOPLE KNOW WHERE THEY FIT IN AND WHAT IS EXPECTED OF THEM.
Stage 4: Performing
• NOW THE GROUP IS IN HIGH GEAR AND HIGHLY PRODUCTIVE. THE NEED FOR GROUP APPROVAL IS PAST.
• GROUP MEMBERS CAN NOW FOCUS ON THE TASK AND CARE FOR OTHER MEMBERS OF THE GROUP.
• GROUP IDENTITY IS COMPLETE, GROUP MORALE IS HIGH, AND GROUP LOYALTY IS INTENSE.
Stage 5: RE-FORMING
• THIS STAGE OCCURS WHEN THE TASKS ARE COMPLETED AND THERE NO LONGER IS A NEED FOR THE GROUP TO EXIST.
• THIS STAGE INCLUDES RECOGNITION FOR PARTICIPATION (AWARDS) AND AN OPPORTUNITY FOR GROUP MEMBERS TO SAY GOOD BYE. (CLOSURE)
• WITH THE DISSOLVING OF THE GROUP, NEW LEADERS ARE NEEDED TO TAKE ON THE NEW TASKS, SO A NEW GROUP FORMS.
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)
.
Kentucky Fried Chicken & The Global Fast FoodAwais Ahmad
Kentucky Fried Chicken and the Global Fast Food Industry is a case at number 10 of Strategic Management Book by Arthur A. Thompson, Jr. and A.J Strickland III. This case presentation provides very useful information about KFC and Global Fast Food Industry\'s Facts and Figures.
Its the analysis on the project of MacDonald UK and other cities including all model to analyse such as Ans off models and Porter diamond model of market.
Running Head The InternationalGlobal Operations and Their Key .docxtoltonkendal
Running Head: The International/Global Operations and Their Key Markets and Potential Competitors
1
The International/Global Operations and Their Key Markets and Potential Competitors
2
Global Strategy Analysis—The International/Global Operations and Their Key Markets and Potential Competitors
B7840 Strategy Formulation, Implementation, and Evaluation
Argosy University
Christopher Walters
January 31, 2018
Introduction
Two brothers, Richard and Maurice McDonald started McDonald’s in 1940, initially as a drive-in fast food outlet. The Restaurant is based in San Bernardino California. The builder and Founder Raymond Kroc of the MacDonald's corporation was a salesman dealing in milkshake machines before meeting the Tow brothers in 1954. The company has sold about 100 million hamburgers by the year 1958. The company is operated either as an affiliate, a franchise or a corporation. The company obtains its revenue from royalties, rent, and fees paid by the franchisees as well as the sales in its operated restaurants (Salva, 1995).
Mission and vision statement
Vision
To be the leading and best fast food company around the world summarized in initials Q.S.C.V meaning quality, service, cleanliness, and value. This has been the driving and guiding force behind the services it offers to customers. The food products have been cited to be of the best value in the food industry, which makes the customers happy (Hartel, 2012).
Mission
To be the best company for workers around the world in every community, the company delivers services that have superior systems of operation for its customers in each and every one of its branches. The company seeks to grow and progress in a favorable direction as a brand, yet keeping up with the operational systems through technology and innovation
Core activities and Value chain analysis
Inbound logistics
The company coordinates the supply of materials and food to outlets through approved third party operators of the logistics systems. The company engages in production in big plants exclusively to have a control of the packaging and distribution systems.
Operations
The company is keen on following specific guidelines in the preparation and sales of food products. The company employs a computerized system of tracking orders and uses technology that ensures efficiency in food and service production.
Outbound logistics
The company has integrated efficient crew who distribute and store goods from the warehouse in the needed time in the distribution centers in its logistics making it are efficient in inventory management. The firm believes in breaking down its long-term goals into manageable and measurable targets that are used as accomplishment benchmarks of milestones. The firm gives its franchises the autonomy in making marketing decisions (Hartel, 2012).
General administration
The firm applies strategic planning and management concepts to ensure that its competitive strategy of client service is main ...
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I have developed this report to focus on the strategic analysis of the future of smartwatch industry and the Swiss watchmaker Tag Heuer. The report discusses the following major areas:
• Describes the attractiveness of the smartwatch industries using the Porter’s five forces model and the future KPIs of Tag Heuer to contribute in this industry.
• The fictional future scenarios planning to stress test the existing structure of the organization.
• Discusses thee cultural and operational strategic for between google and Tag Heuer using McKinsey 7S framework.
• Developed alternative ways to enable Tag Heuer enter the smartwatch Industry by understanding the market segment of both the industries
• Discusses and analysis of the H. Mintzberg’s classification of strategy to this alliance.
• The report ends with recommendations and conclusion from the analysis.
Memorandum Of Association Constitution of Company.pptseri bangash
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A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
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Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
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Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
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Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
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Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
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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.
Amendment of MOA:
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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Operation strategy assignment kfc
1. A Consultant report on
the Strategic operations
of KFC
2015
Presented to Dr. Soroosh Saghiri
Module -Operations Strategy
Kingston University
London
Submitted By: Pragnya Sahoo
Student Id- K1359395
Date of Submission: 2th
April 2015
2. Contents
Executive Summary.................................................................................................................2
Operation Strategy...................................................................................................................3
Introduction...........................................................................................................................3
Order winners and Order qualifiers....................................................................................3
Competitive Analysis...........................................................................................................4
Delights .................................................................................................................................4
The Importance –Performance matrix...............................................................................5
The Operation Strategy matrix ...........................................................................................9
The four -stage model of operation contribution............................................................11
Stage -1 – Internally Neutrality.....................................................................................11
Stage -2 – External Neutrality.......................................................................................12
Stage -3 – Internally Supportive ...................................................................................12
Stage -4 – Externally Supportive..................................................................................12
Recommendations..............................................................................................................13
Conclusion ..........................................................................................................................13
REFERENCES...................................................................................................................14
Appendices..........................................................................................................................16
Appendix-1 .........................................................................................................................16
Appendix-2 .........................................................................................................................16
Appendix-3 .........................................................................................................................17
Appendix-4 .........................................................................................................................17
Appendix-5 .........................................................................................................................18
Appendix-6 .........................................................................................................................18
Appendix 10........................................................................................................................19
3. ExecutiveSummary
This report analyses the major operational crisis of KFC which led to its fall of brand
value and experienced a decline in sales and profit. It criticallydiscusses the different
aspectsof operational strategywith market requirements, competitive advantages and its
performance objective. Operating under the Yum brand, KFC lost the trust of the
customers and had faced protest across globe.
The study shows the various areas of improvements using various models and
frameworks to renounce into market. The importance –performance matrix is applied to
KFC to understand the factors that could impact the customers directly for aligning and
organising the resources. The operation strategy matrix helped to discuss various
decision areas in KFC by mapping the different performance objective which
contributed to market competitiveness. The analysis also uses a four-stage model of
operation contribution which describes the various stages of improvements of KFC. The
report high lists the importance of CSR value for the brand, enhancing the customer
service and creating its brand value. A analysis has been done by using Porter’s five
forces to understand the brand from all the aspects. As the frameworks we applied, the
recommendations were simultaneously made.
The study shows the unethical usage of antibiotics which is an alarming situation for the
brand as well as for its shareholders and stakeholders. This would have a major impact
on its sales and profits. The suggestions in the report are made on the basis of providing
various allegations faced by the brand. Be it unethical supply chain in china or
unhygienic outlets in Australia.
The report was designed by studying and researching various articles from newspapers
and books on operation management and operation strategy.Finally the report ends with
conclusion and a summarization of recommendation.
4. OperationStrategy
Introduction
KFC, founded in the year 1930 by Harland Sanders, is one of the leading fast food chain
of restaurants, headquartered at Louisville, Kentucky, United States. It specializes in
fried chicken and is the world’s second largest restaurant chain. (Appendix-1). It is one
of the first fast food chain to expand internationally in a very short span of time by
opening its outlets in United Kingdom, Canada, Jamaica and Mexico by mid of 1960s.
It was very popular brand in the American history of culture,
KFC enjoyed promotional tie ups and corporate sponsorships till early 2000 till, the
People for the Ethical Treatment of Animals (PETA) protested against KFC’s poultry
suppliers worldwide(Wall Street Journal, 2013)(Appendix-6). This had a great impact
on the brand value and its sales.
Order winners and Order qualifiers
Order winners and order qualifiers are the competitive features of any organization that
the customers examine before making a purchase. So it is necessary for a company to
analyse the same. The following are the order winners and order qualifiers of KFC.
Figure -1 KFC’s order winners and Order qualifiers
5. The order winning factors directly has a significant contribution to the success of the
business. KFC’s some order winning factors are important than others. For instance, the
unique taste of the fried chicken tops the list and makes it an important order winner
compared to the location of restaurant.
Competitive Analysis
Though KFC stands the second largest fast food chain in the world after McDonald’s, it
faces huge competition from other brands (Appendix -1). They make a differentiation in
market because of it unique taste of spices which still remains a secret. Operating under
Yum! Brand, KFC continues the dominance compared to its sister brands like Taco bell
and pizza hut. However, more than 275 KFC units were closed by 2011 and few outlets
of sisterbrands were opened (Forbes, 2013). China is one of the major consumer of KFC
but it has been facing competitive threats from other brands like McDonald’s and burger
King. It has been experiencing a strong impact on its sale from domestic competitors
like Laibibao, Zhengongfu, Jijixiaosheng and Yonghe Bean Milk, which has been
cannibalizing the exiting KFC stores (Businessinsider,2013). The future threatsfor KFC
has been predicted as ‘KFC Won't Be 'Eating Healthy' in Future’ (adweek, 2013). This
is an alarming threat to the company and its various shareholders.
Delights
The order winner, order qualifiers and competitive analysis helps to draw out a graph
describing how the delights could contribute to a company’s sales,profits and
customer service. Adding value to customer experience is considered to be very
significant component in today’s business (The Guardian, 2014). An operation starts to
perform successfullyin terms of its delights, could be very significant. Delights are
novel and also adds value to the customers there by improving customer satisfaction.
However, delights could be applied at one point of time as they are very transparent to
the competitors and could be easilyimitated.
6. Figure -2 Order winners, qualifiers and delights
KFC must focus on its delight as a part of improvement processes.The following are the
few delights recommended to KFC:
Keep a track of Anniversary and birthday dates of customers,
Special discount and Complementary cake on special occasions,
Customize seating arrangements for kids and physically challenged customers.
Return gifts on orders over particular amount.
Treating kids with small gits like balloons and chocolates.
Surprise customers with free meal after few number of purchases. For instance if
a customer has been visiting the store on regular basis, then he should be given a
adds on free after the tenth meal.
The Importance –Performance matrix
The importance –performance matrix is applied of KFC to compare the factors in terms
its importance to customers and performance. In Figure-3, each contributing factor is
positioned according to its scores and rating.
7. Figure -3 the importance –performance matrix
URGENT ACTIONZONE
This zone holds very critical factors that impacts the consumers directly. These factors
are the major aspects of operation performance contributing to the business. The
following explains the factors set up in the urgent action zone:
KFC has been facing challenges over its improper usage of antibiotics in chicken
(Wall Street Journal, 2013).It is an alarmingsituation for the brand has an impact
directlyon the consumers and also on the business and hence needs animmediate
attention.
These days, people are more health conscious and invest a lot in healthy lifestyle.
KFC uses a lot of excessive oil in the food items (WSJ, 2014). Even though KFC
has a big brand value, it must low down its oil usage to promote its healthy
lifestyle.
8. KFC has franchise all over the world and these franchise work with different
suppliers for different raw materials.KFC was highly criticizedfor working with
unethical suppliers who used high amount of antibiotics in chicken. There were
protest by PETA in multiple countries like India and the US (The telegraph,
2013). The celebrities like Pamela Anderson, Sir Paul McCartney, His Holiness
the Dalai Lama and The Rev. Al Sharpton continue to motivate people not to eat
from KFC (www.kentuckyfriedcruelty.com) .This has a direct impact on the
business thereby loosing consumers and lowering its sales. Many KFC outlets
were forced to shut down. In this scenario, KFC immediately stop their business
with such unethical suppliers and give start contacting suppliers who follow
ethical way of farming including organic farming.
People are converting into vegetarians to achieve healthy way of life (Dailymail,
2014). KFC must focus on expanding the veg menu depending upon the region.
It must start including the local cuisines in KFC style. The vegetarians prefer
McDonald’s over KFC because of the wide range of veg menu (The economic
Times, 2013).
THE IMPROVE ZONE
The factors falling in this zone are the non-urgent cases but are necessaryfor the brand.
The following are few of the factors:
Improve the CSR value: The Company should focus in increasing the CSR
value to enhance its brand value. The companies with high CSR value has a better
image rating there by contributing to its sales and gaining new consumers. This
factor is placed at a position where it is important to the customers and also gives
a competitive advantage.
Better Layout: The outlets should be redesigned in order to accommodate kids
play zone and also to facilitate the physically challenged consumers. The brand
should display a great amount of hospitality towards it customers.
Organic farming: KFC must should move towards the organic food and drinks
by growing its own organic farms or working with suppliers having organic
farms.The trend of consuming organic food and drinks has been increasing from
few years. (The Guardian, 2014). Many fast-food restaurants e started organic
farming and are attracting lots of health conscious consumers. This factor
9. indirectly impacts the consumer and hence it is placed at a position of a
comparatively high importance to the consumers and also at competitive
advantage in the market.
Reintroduce Breakfast: KFC is located majorly on high streets,malls and busy
areas.The location is an advantage giving it a chance to draw customers.It should
reintroduce breakfast with healthy menu. People love to treat themselves on
breakfast that is healthy, quick and easily accessible.
Auditing for quality check: This factor is placed at a position of medium
importance to consumers and high rate of performance against competitors. The
auditing process should be carried out with the suppliers as well as within the
outlets to ensure hygiene and cleanliness. It was reported that
THE APPROPRIATE ZONE
This zone is the minimum boundary zone for the country to perform and satisfy its
customers.
Factors like home delivery, drive away, take away contribute to this factors.Also to
keep in mind the lead-time of the operations does have an impact on the customers. For
instance, Dominos delivers pizza in 30 minutes and pizza hut takes more than an hour
to do the same. Consumers prefer Dominos over pizza hut for its quick delivery.
THE EXCESS ZONE
The factors in this zone contribute to excessive usage of resources which could be low
importance to the customers but has a high competitive advantage.
Chicken dominates the menu: KFC is known for the chicken recipes which doesn’t
give much options to the consumers to select.It must dilute its menu. KFC has a
benchmark for the taste of friedchicken. Its secret spices are the main attraction.It
should continue to hold the benchmark but should also expand into other options
including regional dishes and other meet products like egg, fish and ham. It must
balance its veg and non-veg menu.
Chicken is fried in batches: This factor is an advantage against competitors because
the fried chicken is always available in the outlet and helps in lowering the lead-time of
the consumers. But it doesn’t do any good to the consumers as it is not freshly fried.
10. Volume flexibility: KFC stores the frozen chicken in the outlets for a week .Hence
there is a weekly supply of chicken to the outlets. This gives them the ability to provide
extra capacityat short notice.
The Operation Strategy matrix
After analysing the various competitive factors of KFC, the focus should be on the
decision areas matching the performance objectives.This is done by using the following
matrix to collaborate the decision areas, performance objective gaining the market
competitiveness. Figure 4 displays various factors which contributes to the intersection
of decision areas and performance objectives.
12. The four -stage model of operation contribution
The four-stage model of operation contribution, designed by Professor Hayes and
Wheelwright of Harvard University, captures the organizational aims, expectations and
aspirations of the operations function that contributes the ability of any operation to
open up market potentials for the organization. This model is applied to KFC as shown
in the figure 5.
Figure 5-Tthe four stage model of operations contribution
Stage -1 – Internally Neutrality
In this level, the operation is considered as a ‘Necessary Evil’ because this is the poorest
level of contribution by the operation functions. At this stage, the organization holds
back itscompetitive attitude.The expectations on it areto be internally neutral,a position
where the organization corrects its mistakes.
Discontinue working with unethical suppliers
Ensure food safety and zero antibiotics in food
13. Stage -2 – External Neutrality
At this stage, even thought the company does not contribute to competitiveness, it
adopts, the industry bets practice and the best ideas from the rest of the industry. This is
expected to be external neutral with operation strategy similar to its competitors.
Work with ethical suppliers
Increase the usage of organic food
Introduce breakfast and heathy food in the menu.
Grow organic farms
Better layout in stores for kids and physically challenged customers
Stage -3 – Internally Supportive
At this stage,KFC might not as good as its competitors but he brand is broadly up to
their best. The company tries to achieve this level by clearly understanding its market
position and unambiguously the very best in the market. They organize and develop
their operations function to be internally supportive.
Enhance customer service delights
Regional and vegetarian menu
Create better working policy and environment for the staff
Flexible working hours.
Contract with ethical suppliers
Stage -4 – Externally Supportive
At this stage,the company sees the operations functions as the foundation base for its
future success.From stage 3, the company has grown in high competencies to place
itself in the future market conditions.
Wide range of products at competitive prices.
Increase CSR value
Highly responsive to the consumer demand and taste.
Bonding with suppliers
14. Recommendations
On the Basis of above analysis, the following are the important summarization of
recommendations.
KFC facedlot of criticismbecause of its unethical suppliers who provided them
with chickens with high antibiotics. So KFC should start working with ethical
suppliers and create bonding with them.
It could also start Master Franchise where all the responsibilities are given to a
single franchise. The master Franchise would be solely responsible for all the
operations. This helps the brand to focus on other issues ratherthan concentrating
on the supply chain network.
KFC should start growing its organic farms
Should have wide range of Veg menu along with seasonal and regional items.
Redesigning the layout to accommodate kids play zone
Increase CSR value
Recycling process and Technology investment to increase efficiency of
operations.
Conclusion
KFC has a big brand value though it has seen a lot of crisisin the past 3 years. The brand
needs to re-establishitself againin market and need to gain customer’s trust. KFC has a
great advantage over its secret spices which gave an opportunity to still sustain in the
market. Now, it should focus on expansion menu which is tasty and healthy. From the
various models used in this report, it can be predicted that, it is very much realistic plan
for KFC to bounce back and gain its customers in the market.
15. REFERENCES
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17. Appendices
Appendix-1
Source: Consumer Foodservice: Euro monitor from trade sources/national statistics
Appendix-2
Source: Consumer Foodservice: Euro monitor from trade sources/national statistics
14.00
3.70 3.20 2.70 2.70 1.60 1.20 1.20 1.00 0.80
2013
Fast Food Brand share
McDonald's KFC Subway 7-Eleven
Burger King Wendy's Taco Bell Dunkin' Donuts
Tim Hortons Chick-fil-A
0.80
0.80
0.80
0.80
0.90
0.90
0.74 0.76 0.78 0.80 0.82 0.84 0.86 0.88 0.90 0.92
2008
2009
2010
2011
2012
2013
World Consumer Foodservice by
Type KFC (Yum! Brands Inc) Yum!
Brands Inc
18. Appendix-3
Source: Consumer Foodservice: Euro monitor from trade sources/national statistics
Appendix-4
Source: Consumer Foodservice: Euro monitor from trade sources/national statistics
3.60 3.60 3.60
3.70
3.60
3.70
2008 2009 2010 2011 2012 2013
World Fast Food KFC (Yum! Brands
Inc) Yum! Brands Inc
0.00
2.00
4.00
6.00
8.00
10.00
12.00
14.00
Asia Pacific Australasia Latin America North America Western Europe
KFCBrand share
2008 2009 2010 2011 2012 2013