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KFC

Date post: 18-Nov-2014
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introduction, history, products & services,core competence, competitive analysis,critical success factors,marketing strategy, company strategy, recommendation,conclusion,advertisements
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PRESENTED BY: JAWARIYA SHEHZADI Previously; Kentucky fried chicken
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Page 1: KFC

PRESENTED BY:JAWARIYA SHEHZADI

Previously; Kentucky fried chicken

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Video Clip.ivr

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The 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 had to change their trade name from KENTUCKY fried chicken to KFC. JUST TO avoid the fatty impression.

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INTRODUCTION

KFC 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 than 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.

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HISTROY

At the age of 40 as an operator of a service station in Corbin, Kentuncky,Colonel returned to his 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 Recipe”Since 1950’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 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.

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KFC Vision Statement

Food and Fun , this is what 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”.

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KFC Mission Statement

To 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 customer and our communities.

We seek continuous improvement in all that we do.

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Products

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Services

24-hour service.Free Delivery (111-532-532)Online ordering.Mobile unit.Outdoor catering.Branded Prepaid Coupons.Corporate meeting, seminars & workshops at KFCSpecial dinning facility for business customers.Health calculator and health tips.Kid play area.

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Competitive analysis

Who 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 analysis

PESTLE analysis

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Swot Analysis

Strengths :Brand EquityKFC secret recipe of 11 herbs and species.Stronger Franchises all over the world.Interactive relationship marketing.Chains for its convenience and menu variety.Kid play area.

Weakness:Lack 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 Mcdonalds

Threats:Bird Flu.Frozen food is not good for health and despite what so ever the standard they maintain.Change of customer demands.Cultural threats from Muslim worlds.Current recession as decrease the buying power of customers.Law and order situation (terrorism).Existing and new competitors.

Opportunity:Growth of 18-24 age demographicHome meal replacement market will exceedInternational beef scare from mad cow and hoof and month disease.Updating the restaurants, balance menu.Changing Customer lifestyle and taste.Increase delivery serviceIncrease competition from local and international outlets.

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PESTLE Analysis

PoliticalGlobal marketDifferent political infrastructuresConsumer taxation

Economical high target marketLow cost and more incomes

Legal

Technological

Social

EnvironmentQuality packingLocal manufactures using foreign suppliers

Legislation for productSustained logo

Quality standard

Working within many social groupsIncrease employments

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BCG matrix

Asia

Americans

USA

Europe

Three ways of success (star-cash cow-question mark)Continuously generate cash cows and use the cash throw by the cash cows to invest in 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.

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KFC chicken sandwich. New products are key to a company's 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 opportunity facing KFC is in the international arena where the company has already proven itself successful.

Where some fast food operators have only recently begun expanding intothe international market.

KFC has participated as a multinational corporation for several decades. As a result, the company is familiar with the logistical and quality problems.

KFC demonstrated that it can work with host countries and businesseswithin the host country to develop a strategy which works.

Critical Success Factors

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Core Competence(s)

Ever since KFC started, they have only and only emphasized on chicken, so people from all over the world take KFC as chicken expert!!!!!!

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Marketing Strategy

Company strategy

Segmentation

Target Market

4 P’s

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Company Strategy

Primary objective is to take advantage of the potential growth in other countries, to establish a strong position and to develop their image. Key success factors are ever continuing cost saving through R&D, innovation and use of new technology to work effienctly.

These success techniques will lower the costs and increase profit in the industry.

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Segmentation

geographic segmentation:KFC has outlets internationally and sells products according to geographic needs of the customer.

Demographic segmentation:The market is divided into groups based on a 1.age (6 to 65) 2.gender is both males and females. 3.family size is 1-2,3-4,5+ 4. income is $125 and above. Psychographic segmentation:Dividing a market into different groups based.Social class-upper and middle classPersonality is ambitious and authoritarian

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Behavior segmentation: - taste conscious - quality conscious - class

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Target Market

“The process of evaluating each market segment’s attractiveness and selecting two and more segments”

KFC Targets the “HUNGER”, and we know there is no compromise when it comes to “HUNGER”

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Marketing Mix

Product

Variety

Quality

List price

Public relation

Advertising

Discount

Sales promotion

Place Promotion

Price

Packages

Services

Features

Brand name

Logistics

Assortment

Internet

Channels

Locations

Transportation

Allowance

Payment

Period

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Product

Product means goods and services that KFC offers to the target audience.

Brand name is the KFC (Kentucky Fried Chicken) Variety of products in taste and size 1.chicken 2. salads 3.desserts 4.snaks 5.sandwiches 6.burgers 7.side KFC believe in providing the Superior Quality to the valued consumers by using fresh

ingredients and provide neat and clean environment. Features of KFC is providing different and better taste with hot and Spicy version of

chicken.

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Packaging is used for the burgers and snacks.

KFC is providing services of home delivery, 24-hour, online ordering, mobile unit, outdoor catering, kid play area.

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Price

Price is the amounts of money customers have to pay to obtain the product.

KFC offer different products at different list prices.KFC provide special discounts to only employees and special customers.Payment period , customer pays when the services are delivered to them.Allowances are provided to employees.

Pricing Strategy: KFC pricing the products by keep the different points in the mind ,adopt cost base price strategy.

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Place

Place includes all company activities that make the product available to target consumers.

KFC adopt direct channel, product directly to customers.Assortment ,KFC provides two type of meals in respect of size 1.Family meal 2.Individual mealLocation , KFC have outlets per market area in all the world.Free home delivery

KFC uses the Push Strategy, to create - Awareness - Be different - Sound attractive

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Promotion

Promotion means activities that come merits of communicate the products and persuade target consumers to buy it.

to enhance public relation the compains, seminars and employee training classes.

KFC is the sponsor of various cricket clubs playing 20-20 cricket, AS the 20-20 cricket provides excitement and fun, the message KFC is trying to convey along with sponsoring is “MAXIMUM ENJOYMENT IN MINIMUM TIME”. As KFC is a fast food chain.

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Nobody does chicken like KFC

Bill boards News papers

Posters

Internet banners

TV ads

Advertising

Transit ads Leaflets

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Sale promotion, KFC uses the following tools to further enhance its sales.

Exhibition

Coupons

Entertainments

Sales promotion

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Even though KFC has define the target market but Still they need to redefine.KFC has to improve their Research and Development .KFC to look need of the customers like health conscious .They only focus higher income level people. Lack of specific open space like McDonald Unlike McDonalds they don’t blend with the local cultural when it comes to int’l marketing.

Recommendation

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Focus of their strategy should be according to the different countries . Because They provide Markets which have high growth rate on the other Hand.KFC had difficult times with their previous name, but they came up well in the End, which gives an indication that it is in the market to STAY!!!!!

Conclusion

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Advertisements

KFC Malaysia -Best Friends- 2009 Commercial.flv

KFC Australia,,, - Video.flv

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Thank You


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