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.
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.
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
Research paper of MBA - IUKL on FACTORS AFFECTING THE ONLINE BUYING BEHAVIOR OF
CUSTOMERS IN NEPAL
This research paper is intended to study behavior of customers towards online buying
in Nepal. Online buying is the emerging concept which is increasing significantly
with the development and ease use and access of technology to every corner of the
world.
Rise, fall and future of subway including reasons of success, fall in numbers, rebranding approach, menu updation, partnership and study of customer need and taste.
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.
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
Research paper of MBA - IUKL on FACTORS AFFECTING THE ONLINE BUYING BEHAVIOR OF
CUSTOMERS IN NEPAL
This research paper is intended to study behavior of customers towards online buying
in Nepal. Online buying is the emerging concept which is increasing significantly
with the development and ease use and access of technology to every corner of the
world.
Rise, fall and future of subway including reasons of success, fall in numbers, rebranding approach, menu updation, partnership and study of customer need and taste.
Business plan of Diyalo including executive summary, goals, project feasibility, market feasibility, organization structure, financial feasibility, swot analysis and improvements
Covid19 has affected many job lives.People are unable to go to the office for work. People are forced to work from home. Working from home is a new experience for most of the workers who work in the office. COVID has made the WFH culture a necessity. Work From Home is much more efficient in IT as the requirements are easier met. Physical meetings with clients and teams can be replaced with online via various platforms like Zoom, google meet, Microsoft teams. I started my new job at the beginning of lockdown when everybody was losing their job and being replaced. I find myself very lucky in that case. Although working remotely is not a new concept, many of us have never thought of working from home. When I was starting to work from home, I was wondering what employees experience with other people who are working from home.
Digital marketing is done on all the digital platforms while social media marketing is done on only social media platforms. Selection of marketing is mostly according to the target audience and budget of marketing in the company.
Note of Quality and Change Management MGMT 5212Rashna Maharjan
Infrastructure university Quality management is the act of overseeing all activities and tasks that must be accomplished to maintain a desired level of excellence. Change management is a systematic approach to dealing with the transition or transformation of an organization's goals, processes or technologies.
Presentation on Organizational Culture of NCELLRashna Maharjan
People-Oriented, Innovative, Team, and service-oriented.
Highly values the knowledge and diversity of employees.
Provides vague opportunities with a friendly environment.
Gives good benefits for employees (pay rate, bonuses, leaves).
The objective of this report is to demonstrate the organizational culture followed by Nepal’s first private mobile operator NCELL Axiata Limited. Based on various sources and articles, the organizational culture of NCELL has succeeded to build a diverse team with strong knowledge of expertise who contributes to the organization with their innovative ideas to serve the consumers.
Patachara - notable female figure in BuddhismRashna Maharjan
Audiobook: https://www.youtube.com/watch?v=qKp-8bNDfKw
Patachara was a notable female figure in Buddhism, described in the Pali Canon. Among the female disciples of Gautama Buddha, she was the foremost exponent of the Vinaya, the rules of monastic discipline.
Slides prepared for one day workshop held at Ismartmandu. Wordpress was established as a framework of PHP to build any kind of websites (From Simple Blog to Full Business)
Internship Report of Bsc. CSIT (Format according to TU). The significant number of employee has admitted that they are wasting nearly an hour of the day on their working days. Even the managers of the company cannot look after every single employee in the organization what they have been working on each day.
In today’s busy and expensive life we are in a great rush to make money. But at the end of the month we broke off. As we are unknowingly spending money on little and unwanted things. So, we have come over with the idea to track our earnings. Daily Expense Tracker (DET) aims to help everyone who are planning to know their expenses and save from it. DET is an android app which users can execute in their mobile phones and update their daily expenses so that they are well known to their expenses. Here user can define their own categories for expense type like food, clothing, rent and bills where they have to enter the money that has been spent and also can add some information in additional information to specify the expense. User can also define expense categories. User will be able to see pie chart of expense. Also, DET app is capable of clustering. Personal and administration clustering is possible by the use of Apriori algorithm. Although this app is focused on new job holders, interns, and teenagers, everyone who wants to track their expense can use this app.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
1. Infrastructure University
Himalayan College of Management
Kamalpokhari, Kathmandu
Assignment
of
“Strategic Marketing”
Submitted By:
Rashna Maharjan
05201900003
Submitted To:
Sachin Pradhan
Himalayan College of Management
November 13th
, 2022
2. 2
Declaration
I hereby declare that the report entitled “Strategic Marketing Plan of KFC” submitted to Mr Sachin
Pradhan,. Himalayan College of Management as the assignment of Strategic Management in partial
fulfillment of Masters in Business Administration(MBA).
3. 3
Acknowledgement
I would like to express my deepest appreciation to all those who provided me the possibility to complete
this report. I would like to extend my regards to all the team of HCM MBA department for their timely
support. My thanks and appreciations also go to each and every one of our colleagues for their
encouragement and support. Furthermore, I would like to acknowledge with much appreciation to Sachin
Pradhan for providing this opportunity and contributing in stimulating suggestions and encouragement.
5. 5
Executive Summary
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.
6. 6
CHAPTER ONE: INTRODUCTION
Kentucky Fried Chicken (KFC) one of the most known fast food chains in the world started in the early
1930's by Kernel Sanders in the Southern USA as a small franchise operation. Colonel Sanders has
become a well known personality throughout thousands of KFC restaurants World wide. Quality, service
and cleanliness (QSC) represents the most critical success factors to KFC's global success. Food, Fun &
Festivity, this is what KFC is all about. Leading the market since its inception, KFC provides the ultimate
chicken meals for the Chicken Loving Nation. Be it Colonel Sanders secret Original Recipe Chicken or
the Hot & Spicy version, every bite brings a YUM on the face. At KFC we proudly say: KFC has more
than 11,000 restaurants in more than 80 countries and territories around the World. In 1971, Heublein,
Inc. acquired KFC, soon after, conflicts erupted between the Colonel (which was working as a public
relations and goodwill ambassador) and Heublein management over quality control issues and restaurant.
Food, fun and festivity, this is what KFC is all leading the maret since its inception, KFC provides the
ultimate chicken meals for a chicken loving nation.
Kentucky was owned by PepsiCo, Inc in 1986. KFC is the world’s most popular and third largest fast
food chicken developer and franchiser. KFC is globally famous for its Original Recipe® fried chicken. It
has 5200 units in US out of which 60 percent are franchised. KFC is well known for its fried chicken and
has 15,000 outlets in the world so it is globally well known. Company participates in many joint venture
operations as well and always tries to find out alternative venues to increase market share to gain better
position in the competitive fast food market and establish a stable position. KFC is a part of Yum!
Brands, Inc. which is world’s largest restaurant company possessing revenues of $11 billion. KFC is part
of the two PepsiCo divisions, which are PepsiCo Worldwide Restaurants and PepsiCo Restaurants
International both based in Dallas. David Novak is the president of KFC. KFC restaurants are located in
109 countries and territories around the world and serves 12 million customer everyday generating sales
of nearly $10 million per year. KFC is able to provide employment to more than 24,000 people globally.
7. 7
CHAPTER TWO: SITUATION ANALYSIS
2.1 Market Summary
The most recognise able brand in chicken with over 30% of the market share
Franchise food chain
Online order options
Deliver orders
2.1.1 Market Demographics
Following factors included in the demographical factors of the pest analysis of KFC:- a) Age: Generally
there is no age limit which is focus by the KFC. They target & focus on each and every age of the society.
But for somehow in our opinion they target heavily on the youngster as compared to the middle & old
age. b) Gender: In this case they generally focus on the both Males & Females of the society & similarly
target them. -: 3 :- c) Household Size: Household size plays a vital role in the demographical factor of
KFC. Generally they target the whole family not a single family members. That’s why he introduced
many family packages meals. d) Population: Population also plays a vital role in the demographical factor
of KFC. In the light of this population they can make their strategy
2.1.2 Market Needs
Consumer needs food
They want chicken or other nonveg
2.2 Swot Analysis
2.2.1 Strengths
Oldest and finest in Business High Goodwill Does not have any Core competitor In chicken
serving Large Number of Outlets at prime locations Serves variety of items under single menu Loyal
customers Faces numerous advantages of being a Multinational Organization e.g. economies of scale,
government incentives etc.
2.2.2 Weaknesses
Presence of Multinational competitors in the market e.g. McDonalds(specialized not in chicken serving
but in burgers) Imported raw material rise their prime cost
8. 8
2.2.3 Opportunities
Cheap and easy availability of labor Increase consumption of fast food has increased the market
size Consumer prefer “All under one roof” in order to increase their sales turnover they can increase or
add the served items
2.2.4 Threats
Entrance of New competitors into the market and intensive competitions
High political instability/uncertainty
Health conscious eating habits
Animal care activities
No support from government agencies
2.3 Competition
1. McDonalds
2. Subway
3. Mr. Burger
4. Burger King
5. Pizza Hut
6. French fries and soft beverages prices with relation to its competitors.
2.4 Product/Service Offering
1. Fried Chicken
2. Hamburgers
3. Sandwiches
4. Fries
5. Soft Drinks
9. 9
CHAPTER THREE: MARKETING STRATEGY
Gives more priority to family
Menu consist of more than 30 products
Open outlets on reachable places
Offers free home delivery
Following societal marketing techniques
3.1 Mission
To maximise profitability, improve shareholder value and deliver sustainable growth year after year
To be the leading integrated food services group in the ASIAN region delivering consistent quality
products and excellent customer-focused service
3.2. Financial Objectives
Products are priced high and target middle to upper class people
Adopt cost base price strategy
3.3 Target Markets
KFC targets the young generation, as here in this country the young generation is more towards eating out
and is more energetic. It targets the early single segment that is the upper class
3.4 Positioning
KFC products were first offered to upper socio-economic group. Later, introducing discounted and lower
price deals, they are now dealing in masses. So, KFC has traded down. In doing so KFC has used the
same brand name and same high quality product.
3.5 Strategies
Product Strategy of KFC
The product strategy is a brief outline of the products that a firm needs to sell its customers. For example,
KFC is popular for its world-class chicken burgers and fries. However, the list doesn’t end here. KFC’s
international marketing strategy keeps on introducing new items within the menu. Thus, it helps build a
strong product strategy and supports marketing.
10. 10
Promotion Strategy for KFC
The promotion strategy is connected to the ways in which the products of a firm can be promoted in the
market. For example, KFC promotes itself vigorously as the world’s second-largest fast-food giant. The
promotion occurs through television ads, magazines, newspapers, and commercial hoardings. KFC has
also sponsored the Big Bash League in Australia and many cricket games. Another critical aspect of
KFC’s digital marketing strategy is the slogan “It’s Finger-Lickin”, good that reminds its audience about
lip-smacking food products and delicacies.
Pricing Strategy of KFC
The pricing strategy established by the firms sets up the prices of their products to garner the audience’s
attention effectively. KFC utilises a discriminatory pricing policy for all products. The products have
different pricing and ratings. The food items sold in India are highly affordable. KFC promotes itself
through multiple mediums like TV, social media, News Papers, and more. However, it is still lagging on
sponsoring huge events.
The products sold in different countries have different pricing. Therefore, KFC used price skimming and
market penetration technique. This means that when their competitors entered the market, KFC reduced
the price a lot, and while introducing new products, KFC kept the prices to a minimum compared to the
later stages. This helps them in getting the desired attention.
Placement Strategy of KFC
The placement strategy relates to tracking the places where a firm can contact the potential buyers for the
products. But unfortunately, when it comes to KFC’s market development strategy, KFC’s marketing
team is extremely conventional to chalk out the grounds of their restaurants.
With its audience-winning strategies, KFC has become a big giant today. It has got more than 15000
outlets in 100 different countries. All the outlets of KFC are strategically opened in different areas where
colleges, schools and offices are there. The reason is, that the youth is much more indulgent in fast-food
products than the aged population of the country.
Distribution Strategy of KFC
With more than 18000 restaurants offering finger-licking fast food worldwide, KFC’s story and market
strategy evolved a lot. The strong tie-ups and collaboration with supply chain partners have helped them
serve the customers much better. KFC always keeps its outlets in premium areas like malls and shopping
places. Also, the KFC outlets carry out delivery for online orders. Thus, KFC covers both offline and
online deliveries.
11. 11
CHAPTER FOUR: FINANCIALS
KFC was started by Colonel Harland Sanders. He discovered his love for cooking when he was only 9
years old. Over the years, he grew up to become the personality the world knows as Colonel Sanders, the
founder of KFC.
He achieved celebrity status in 1952 when he decided to franchise his famous Kentucky Fried Chicken
recipe blend of 11 herbs and spices to the rest of America. In the early 1970s, this special recipe made its
way to Malaysia.
KFC Holdings owns approximately 27 Kedai Ayamas and 4 Ayamas Depot, making them the first
branded chicken and chicken chain. KFC Holdings operates the KFC restaurant chain in Malaysia,
Singapore and Brunei (523 restaurants) and the Rasamas restaurant chain in Malaysia (about 37 outlets).
Sources of finance are where the finance comes from. There are three types of sources which are bank
loans, equity (equity) capital and trade credit.
Finance is money, which is a scarce resource. In order to get it, a business has to compete for it.
Individuals, government and other businesses are looking for money to finance their needs. Those who
have money to lend will lend it provided that the rate of return (interest), risk and flexibility (how quickly
the money can be recovered) are in line with their expectations.
12. 12
CHAPTER FIVE: CONTROLS
5.1 Implementation
The company has continued to attract customers to its restaurants because of diversity. It is estimated that
it serves more than 12 million customers in a single day. The company has operations in more than 109
countries in the world. KFC is famous because of its original recipe that customers have continued to
identify with. The company will continue having good growth prospects with effective strategies in place
Walmart's cost leadership strategy comes with effective resource management at all levels.
5.2 Marketing Organization
KFC (Kentucky Fried chicken) uses demographic segmentation to serve the market according to customer
needs and wants. KFC's consumers are youth and young adults.
Previously, it served the same offering worldwide, meaning it used an undifferentiated targeting strategy.
However, in recent times, following the example of McDonalds, KFC has started to localize its menu,
giving it better market acceptability. In addition, it has recently transformed its positioning strategy from
product to value.
KFC has a strong position in the minds of consumers for its chicken menu. There are very few shops that
serve anything vegetarian. But when it comes to non-vegetarians, KFC is just great. His chicken wings
and chicken bucket is everyone's favorite. This excellent targeting technique is the reason why most non-
vegetarian food lovers flock to KFC.
5.3 Contingency Planning
Kentucky Fried Chicken (KFC) is a large quick-service fried chicken restaurant chain based in Louisville,
Kentucky. As of December 2018, it was already located in 136 countries at 22,621 locations worldwide.
KFC competes with large global food chains such as McDonald's Corporation. In addition to McDonald's
Corporation, KFC owner Sanders surpasses other food chains in its commitment to meet important
consumer needs such as recipe perfection, cooking speed, quality service and availability, pricing, optimal
food temperature, and safety. Kentucky Fried Chicken's value chain starts with suppliers and the
ingredients they offer, such as chicken, mashed potatoes, buns, condiments and packaging. It involves
intermediate processing for cooking, taking orders, and finally assembling the products to deliver the
order and hope that consumers are satisfied. As previously mentioned, quality of service (QoS), food
quality, and price are some of the determinants of consumer satisfaction (Cuong et al., 2019). However,
there have been some problems in the management of the company's operations in recent years, which
have led to the company's bankruptcy even though it is in operation.