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1、GroupMembersMAWENLINLANTINGTINGLIUGANGLIUZHENINTRODUCTIONIneverycorneroftheworldandineverycityinChina,wewilloftenseethesmilingfaceofanoldman,withgraybeardandwhitesuit,andwhichwillalwaysbethatdress.Thatsmile,Imafraid,isthemostfamousandexpensiveoneintheworld,becausethatkindoldmanisjustthesignandsymbol
2、ofthefamousfast-foodchainKFC.INTRODUCTIONFormanyyoungpeople,perhapstheyarejusttoofamiliarwiththatoldman.ContrastbetweenChineseandwesternfood,althoughChinesefoodhasbecomeaculture,andprecipitationforthousandsofyears,therearesomanypeoplelikeKFC,especiallyforyouths.Whatsthedifferencebetweenthem?Howdowes
3、ternfood,KFC,appealtoouryouths?A GENERAL INTRODUCTION OF KFCKFCCorporation,basedinLouisville,Kentucky,istheworldsmostpopularchickenrestaurantchain,specializinginOriginalRecipe,ExtraCrispy,TwisterandColonelsCrispyStripschickenwithhomestylesides.Everyday,nearlyeightmillioncustomersareservedaroundthewo
4、rld.KFCsmenuincludesOriginalRecipechicken-madewiththesamegreattasteColonelHarlandSanderscreatedmorethanahalf-centuryago.Customersaroundtheglobealsoenjoymorethan300otherproducts-fromaChunkyChickenPotPieintheUnitedStatestoasalmonsandwichinJapan.KFChasmorethan11,000restaurantsinmorethan80countriesandte
5、rritoriesaroundtheworld.AndinquiteafewU.S.cities,KFCisteamingupwithsisterrestaurants,A&W,All-AmericanFood,LongJohnSilvers,TacoBellandPizzaHut,sellingproductsfromthepopularchainsinoneconvenientlocation.KFCispartofYum!Brands,Inc.,whichistheworldslargestrestaurantsystemwithover32,500KFC,A&WAll-American
6、Food,TacoBell,LongJohnSilversandPizzaHutrestaurantsinmorethan100countriesandterritories.THE DATAItincludesthegeneraldatasofKFC2015Fromthefirstgraphs,wecanfindKFCisverypopularinChinaandthereisatrendofrisingup.2016Fromthesecondgraphs,wecanfindtherearemoreandmoreKFCstores,openingintheChina,whichreflect
7、sitislikedbymanypeople.The potential Fromthethirdgraph,wecanfindthereisarapidslowdown of KFC in China, but it goes down quicklyin2015.Fromthefourthgraph,wecanfindthereisacontinusouslytrendsofgoingupsalesvolumes,which shows its popularity in Chinesepeople.2eatinghabits1marketenvironment3Itoffersdiffe
8、rentkindsoffoodsStrengths 1. KFC products have realized the standardization and industrialization, to ensure the quality of the product, has played a very good brand effect. 2. Variety food, innovation and adhering to the “ localization” of product updates.3.Elegant environment and first-class servi
9、ce It creates a good consumption environment and people will feel more comfortable when they are eating at store. First-class service has impressed on people, so they will come again. Although, you do not order anything, you can still stay at store and use its WIFI.4.Good crisis management teamWeakn
10、ess 1.FriedfoodKFCfoodcookingmethodsmainlyisfried2.ThehighstaffturnoverrateExcessiveliquiditywillincreasecompanysoperatingcosts,andefficiencywillbereduced.3.PriceThe price of KFC is high for ordinary Chinesepeople.Mostofordinaryresidentscannotafforditandnottomentionforruralpeopletobuyit.Orepresentso
11、pportunityIn2015,AlliedChain-storesoftop100hasbeenreleasedinChinaandKFChasenteredsmoothlyintothelistagain.Whatsmore,KFChasbeenlistedinthetop100AlliedChain-storessince2013.FromtheincreasedsalesvolumedataandincreasedKFCalliedchainstores,wecancometoconclusionthatKFChasgreatmarketpotentialandslaesopport
12、unityinChina.Increased Sale volumes of KCF from 2013 Increased Sale volumes of KCF from 2013 to 2015to 2015From2013to2015,ThesalesvolumeofKFCpresentsanupwardtrendIn2015,thetotalnumberofKFCstoreshasincreasedto5000inChinaKFChassomepotentialsalingopportunitiesinChinaThreemajoropportunitiesofKFCinChines
13、emarketOnetheonehand,WiththedevelopmentofChinassocialeconomyandtheimprovementofpeopleslivingstandard,peoplehavetobeaccustomedtothefast-pacedlife.thedemandforfastfoodhasbecomebigger.So,themarketpotentialishuge.Onetheotherhand,Consumergroupsareconstantlyexpanding.So,anincreasinglynumberofChinesepeople
14、begintoaccepttheKFC.Undoubtedly,themarketpotentialishugeofKFC,becausethepopularityofKFCcontinuestoenlarge.ThesecondopportunityMostoftheKFCstoresarekeenonbeinglocatedinthefirst-tiercities,suchasShenzhen,Guangzhouandsoon.Buttheproblemisthattheinvestorsdoignoretheprospectsofthesecondandthird-tiercities
15、.So,thereisahugebusinessopportunityforKFCinthesecities.Accordingtoanalysts,KFCisbenefitingfromitslocationsinChinaslesser-developedcities,whererentislowerthanbigcitiesandthereislesscompetition.TheThirdopportunityTheChinesepeoplehavealwaysbeeninterestedinForeigncultures,Foreignfood.Ithasgraduallybecam
16、eafashionthatpeoplecaneatauthenticforeignfoodinhomeland.Inaddition,Inaddition,Chinahasalwaysbeenanation,wholovetoeat,(EspeciallyfortheyounginChina),whichprovidesthepossibilityfortherapiddevelopmentofKFCinChina.THREATSMacDonald (Big gun, number oneAC/DC) Enterprises of national known fast food （You are not alone, I am here with youJackson）SUMMARYAftercloseexamibnationconcernedwithstrengths,weaknesses,opportunityandthreats,itsnotdifficulttodrawtheconclusionthatonlywhenthequalityofserviceinKFCgetimproved,cancustomersbemoresatisfied.
