Analysis of Kfc. The Forces and KFC

(P1.1) In formulating a business strategy, it is a crucial factor to determine what the organization’s mission, vision, objectives and core competencies are because it sets an idea on what the organization should do and what purpose do they have in the industry to contribute to their customers. It also helps what markets should they target and what action should they plan to have a competitive advantage.

An organization’s strategic planning, development, and implementation are governed by the company’s vision; how the company founders and current executives envision the growth, longevity, and output of the organization, what

For most organizations, the principal representation of their strategic dimension is their written strategic plan. The plan articulates the organization mission, vision, values, goals, and objectives and the motives behind its decisions and actions. However, written plans should be used as strategic guidelines not as a blueprint that has to be followed. Although there are many ways to construct a strategic plan, to be useful and effective it must answer the following questions:

The vision, mission statement, and the company values help direct the company’s strategic plan. The vision statement provides the direction the company desires to head. By knowing where the organization wants to be in the future the strategic plan will be developed accordingly to the desired outcome. The mission statement tells the potential customers what the organization is all about and creates a snap shot of the organizational values. The strategic plan is formulated to provide the backbone of the mission statement. Finally the organizational values help keep the core values in

(1) The management team must adopt a strategic management plan. First of all, they have to develop a clear vision and a mission statement to inspire and motivate all the frameworks for the company’s future strategic planning. According to “Mission Statements and Vision Statement” (2011), “by crafting a clear mission statement and vision statement, you can powerfully communicate your intentions and motivate your team or organization to realize an attractive and inspiring common vision of the future” (p.1). The management team should create a mission statement that describes the company’s purpose and primary objective. For the vision statement, it should include the company’s value and purpose of the company. With a clear vision and mission statement, management and employees would be able to follow the right direction as a team. They also need to define “who their customers are, what products and services it supplies, and how these products and services are provided” (BUSN 460 Week 1 video, slide 3).

Environmental issues that affect their business operation include industrial waste, sustainable development of raw materials and water and air emissions. Most times when businesses are trading internationally, these issues affect business because the laws in which they operate sometimes require businesses to change equipment they use and adjust their former procedures to meet imposed standards, which sometimes is at a financial expense to the business.

The first KFC was opened in Tiananmen Square, China 1987; it struggled as western food was unknown to the east. This was still a very conservative nation, not prepared for the “Fast Food” takeover. The restaurant did pretty well, but grew slowly. The Harvard business review, stated that “in 1992 the Chinese government granted foreign companies greater access to markets, KFC China’s managers gradually developed the blueprint that would transform the chain.” (Yums' China, 2017) Although they have done well for themselves they struggled, as growth was steady but slow and their customer base was shrinking. “In November 2016 Yum China Holdings, Inc. became a licensee of Yum brands in Mainland China; they have exclusive rights to KFC.” (Yums' China, 2017) Yum controls approximately 7,300 restaurants and more than 400,000 employees in more than 1, 100 cities. YUMS generated over $8bln in sales in 2015.

3) Corporate, Business, and Functional Strategies: This is known as the strategic operations of a firm this the responsibility of the top managers.

To ensure that the mission, vision, and values of the company are in alignment with how they do business, the company must implement a compelling mission, clear-cut vision, and comprehensive values. The company’s mission,

The procedure begins with an online screening test to ensure that the candidate is fit for the business, and the actual work preview allows the candidate to personally experience the job and then decides to join KFC.

Kentucky Fried Chicken (KFC) is a popular fast food chicken restaurant chain around the world. (Bell, Shelman, 2011) It is one of the subsidiary of Yum Brand. This company also operates the Pizza Hut and Taco Bell. (Yum! Brands, Inc, 2016) KFC was founded by Harland Sanders in 1952. (Bell, Shelman, 2011) Sanders was successful in creating the brand, even the logo of KFC brand is the portrait of him. He became a notable figure in American history thanks to his great contribution on creating KFC brand. Nowadays, KFC becomes more and more popular, the sales ranking of KFC was the 11th among the worldwide restaurant brands. (The QSR 50, 2015) The sales of KFC in 2014 was 4200 million dollars. (Details in Appendix 1) It means KFC has a large quantities of consumption needs. Actually, KFC has 14,577 restaurants around the world and 70% of them are located outside America (Yum Brand Annual Report, 2015). The restaurant profit was increased year by year from 2013 to 2015. (Details in Appendix 2) Therefore, it is potential to enlarge the customer base by analyzing consumer behaviors.

It involves defining a clear company mission, setting supporting objectives, designing a sound business portfolio and coordinating functional strategies.

Providing customers with the best of both worlds: west meets east. In addition to its radical strategic approach of localization with regard to its food, they extended that viewpoint when selecting their management team. By hiring Chinese executives, Yum! Brands is able to build relationships with the local suppliers more easily and quickly. It definitely helps with their competitive advantage that chicken is a staple meat in China. Given these factors, it is clear that KFC has a competitive advantage in this market. However, taking a closer look at the industry and thinking longer-term, the competitiveness is undesirable but there is still potential to improve profitability. See the analysis

Environmental forces are something that is intangible but somehow it still affects your firm¡¦s operation. Therefore, these environmental forces can be divided into groups such as internal and external forces. In the Cathay Pacific Airway case, the internal forces can be considered as its human resource management, since the labor cost is its main concern. In addition, government policies, competitors and customer satisfaction will be considered as its external forces.

Obviously, China is a huge market for fast food industry. China’s food industry has a positive growth of over 10% over the previous 18 years