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1、PRESENTED BY: JAWARIYA SHEHZADIPreviously; Kentucky fried chickenVideo Clip.ivrThe reason they changed from Kentucky fried chicken to KFC was that people got conscious when they read the word FRIED which gave them an impression that its not healthy because it contains fat, so Kentucky fried chicken
2、had to change their trade name from KENTUCKY fried chicken to KFC. JUST TO avoid the fatty impression.INTRODUCTIONKFC is the world largest and most well known chicken restaurant, with chain in more than 10 thousand locations and worldwide in 80 countries.KFC and its franchised employees are more tha
3、n 200 thousand in all over the world.KFC is part of YUM Brands Inc.In 1997, KFC franchised with Gray Mecanza International and started work in Pakistan.After 10 years KFC has 45 outlets in Pakistan.HISTROYAt the age of 40 as an operator of a service station in Corbin, Kentuncky,Colonel returned to h
4、is love of cooking and began to cook and serve food to hungry travelers from his own living quarters.The Colonel devised his recipe for fried chicken using a secret blend of 11 herbs and spices the same blend of recipe is still used in KFC all over the world and is called the Original RecipeSince 19
5、50 s KFC gas grown at a remarkable place from one road side restaurant into an internationally renowned restaurant chain and one of the largest chain of chicken restaurants in the world.The business grew larger than the Colonel could handle, so he sold it to a group of people who formed the Kentucky
6、 Fried Chicken Corporation.The COLONEL REMAINED KFC s Goodwill Ambassador.ALTHOUGH THE Colonel is no longer with us, but his philosophies of hard working and excellent services to be the number one priority of KFC, will always be a part of KFC tradition.KFC Vision StatementFood and Fun , this is wha
7、t KFC is all about. Lending 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 and Spicy Version, every bite brings a YUM on our face.At KFC we can proudly say, “We Do Chicken Right .KFC
8、Mission StatementTo be the leader in western style quick service restaurants through friendly services, good quality food and clean atmosphere.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
9、 customer and our communities.We seek continuous improvement in all that we do.ProductsServices24-hour service. Free Delivery (111-532-532) Online ordering. Mobile unit. Outdoor catering. Branded Prepaid Coupons. Corporate meeting, seminars & workshops at KFC Special dinning facility for business cu
10、stomers. Health calculator and health tips. Kid play area.Competitive analysisWho are my competitors? Direct competitors: McDonald, burger king, Subway etc.Indirect competitors: Base upon market share and substitute business.How do I analyze them?SWOT analysisPESTLE analysisSwot AnalysisWeakness: La
11、ck of focus on Research and Development. Lack of knowledge about their customers. They only focus higher income level people. Don t blend with the local culture unlike McdonaldsThreats: Bird Flu. Frozen food is not good for health and despite what so ever the standard they maintain. Change of custom
12、er demands. Cultural threats from Muslim worlds. Current recession as decrease the buying power of customers. Law and order situation (terrorism). Existing and new competitors.Strengths : Brand Equity KFC secret recipe of 11 herbs and species. Stronger Franchises all over the world. Interactive rela
13、tionship marketing. Chains for its convenience and menu variety. Kid play area.Opportunity: Growth of 18-24 age demographic Home meal replacement market will exceed International beef scare from mad cow and hoof and month disease. Updating the restaurants, balance menu. Changing Customer lifestyle a
14、nd taste. Increase delivery service Increase competition from local and international outlets.PESTLE AnalysisGlobal marketPoliticalEconomicalSocialTechnologicalLegalEnvironmentDifferent political infrastructuresConsumer taxationhigh target marketLow cost and more incomesWorking within many social gr
15、oupsIncrease employmentsQuality standardLegislation for productSustained logoQuality packingLocal manufactures using foreign suppliersAsiaUSAEuropeAmericansBCG matrixThree ways of success (star-cash cow-question mark)Continuously generate cash cows and use the cash throw by the cash cows to invest i
16、n the question mark that are not self-sustaining.Star need a lot of reinvestments and as market matures, star will degenerate into cash cows and the process will be repeated.As for dogs, segment the markets and nurse the dogs to health or mange for cash.KFC chicken sandwich. New products are key to a companys success, and it is critical that KFC learn to develop and introduce new products in such a way that new consumers will be attracted to the stores.Opportunities The greatest o
