Kfc Case Study Essay

About everyone at some age, at some point or another, and in some country has gotten a sample of American's symbol for fast food through the golden arches of McDonald's. This report will attempt to analyze the external and internal sectors that affect the company's success. The external analysis will provide opportunities and threats while the internal analysis will show indicators of strength and weakness. It will then follow up with critical issues, strategic alternatives, recommendations and implementation. The case studied is found in Appendix 2 of Mary Coulter's "Strategic Management in Action" book.

Kentucky Fried Chicken has recently gone through a branding remodel. Through this remodel, KFC learned that 76.5 percent of their customers were unaware that KFC offered an Extra Crispy Fried Chicken Recipe. Customers only associated KFC with their Original Recipe meaning that if they were looking for a crispier fried chicken option then they may go to another restaurant. KFC saw this lack of knowledge as an opportunity to educate their customers and other people that KFC does in fact offer an extra crispy recipe. KFC found that millennials were not typically engaged with their brand, so they also wanted to develop a campaign that reached the millennial audience. With Labor Day weekend approaching, KFC saw it has their opportunity to leverage the last summer holiday.

During the Growth Stage, a company aims to develop brand recognition and increase their customer base. The quality of the product is often improved and technical support is usually enhanced. Pricing remains generally stable as demand continues with minimal competition. During the Maturity Stage, the company has successfully established product and the aim for the manufacturer is now to maintain the market share they have built up. This is probably the most competitive time as KFC, now, has to take into consideration of Porter’s five forces analysis. For instance, other fast food oligopoly such as McDonald’s, Subway, Burger King and so on might come out with similar product of relatively cheaper price as substitute. Moreover, small businesses are able to enter to the market because of reasonable production costs. “A successful strategy needs to be based on assets and competencies because it is generally easier for competitors to duplicate what you do rather than who you are,” said David A.Aaker Strategic Market Management. The firm should invest to regain a dominant position so that it is a point of advantage if other firms are catching up. “A satisfied customer is one who will continue to buy from you, seldom shop around, refer other customers and in general be a superstar advocate for your business,” said Gregory Ciotti Help Scout.

Fast Food Nation examines the history of the fast food industry as the world began to consume the idea of quick and easy cuisine. This piece of investigative journalism really gives it 's readers a look at the fast food industry and its development over time. This book is divided into two sections. The first section delves into the beginnings of the industry and how it developed into the large corporational business it is today. The second section examines the business behind the scenes.

This book discusses the fast-food industry and seeks to describe the impact of the industry on the U.S. economy and society. Also, it talks about the guys who has been investigating the fast food industry for many years. From his broad research, he has uncovered an abundance of little-known, frequently unsettling truths about the fast food industry.

This case analysis evaluates Chick-fil-A. It is designed to show the Strength, weakness, opportunities and threat. It delineates how the founding principles have guided the company over the years, and how it has responded slowly to change over the years. CFA has grown to be a force to reckon with in the industry with strength in customer experience and sandwich trademark. However, the emerging markets, social changes, economic issues and intense rivalry will continue to pose threat to this strong cultured company. At the end of the case analysis, we would have been able to

In Fast Food Nation, Schlosser tackles the idea that the successful and expanding fast food industry has destroyed independent business as well as damaged local economies with its low-cost, high-profit, and convenience business model. From food to clothing, chains and branded products have become the norm: “America's Main streets and malls now boast the same Pizza Huts and Taco Bells, Gaps and Banana Republics, Starbucks and Jiffy Lube's, Footlockers, Snip N Clips, Sunglass Huts, and HobbyTown USA's," (Schlosser 13). These stores and companies are all thriving because the American people continue to support them. However, by over-supporting name-brands, chains, and franchises we lower the amount of revenue and number of customers that local or independent businesses get. This, in turn, allows for name-brands and large corporations to control what happens in the fast-food business.

The saturation of the US QSR industry has caused firms to look outside of US borders for growth opportunities. Europe has been a very attractive market for global expansion due to its large affluent population and that menu options do not have to be completely customized to the region. China and India are also attractive environments but require more modified product offerings to meet local demands. KFC has had to offer options such as burgers, ribs, or fish to meet local cultural demands in their overseas expansion.

Jim Disbrow and Scott Lowery opened up their first Buffalo Wild Wings near the campus of The Ohio State University. However, at the time, the restaurant is known as “Buffalo Wild Wings & Weck” (Weck is in referred to a type of sandwich roll that was originally used for the restaurant’s sandwich offerings). Within the next twelve years, the two entrepreneurs grew the restaurant chain to thirty-five restaurants. Unfortunately through rapid expansion the restaurant chain was exposing itself to potential bankruptcy-inducing debt. In order to gain financial stability, in 1994, Sally Smith because the Chief Financial Officer of Buffalo Wild Wings, two years later, she became the Chief Executive Officer of the restaurant chain. Under Smith’s leadership, Buffalo Wild Wings avoided financial pitfall of bankruptcy. According to their corporate website, in effort to target a larger audience and build their brand, Buffalo Wild Wings removed the “Grill & Bar” from its name in 2012.

KFCOne of the major competitors for McDonald in the burger segment is KFC. It first came to India in 1995, where it was one of the first multinational food chains to have entered India. It proved not to be a very good time to have come to India where people were still not able to come to terms with multinationals coming to India, and it was targeted by many and remained a not so known food outlet, while the ones which came later became more popular. KFC India had to shut shop in the late 1990s after it faced heavy protests not only from anti-multinational groups but also animal rights' protector, PETA.

Kfc Company will need to analyze the information of their own in deep detail to understand this will help them because of their understanding will get better and better, then Kfc Company could put all that knowledge into action. If anything contributed to this market research will affect the marketing plans of Kfc Company because they will not understand the weakness and strength, opportunities and the threat that their actions might

The central thesis of this paper examines the organizational structures of McDonalds, Burger King, and Wendy’s food restaurants. It will examine the comparison and contrast of the organizational structure of McDonalds with Burger King, and Wendy’s Corporations. What functions influence McDonalds, and explains how the organizational design helps determine the structure that best suits McDonalds needs, as a business.

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.

The main problem from McDonald's case, McDonald's Polishing the Golden Arches, is how to classify McDonald's strategy through Plan to Win into one of the five generic competitive strategies. Before we solve this main problem, we should determine the chief economic and business characteristics, the five forces analysis, and also the driving forces of the fast-food industry. After that we identify the strengths, weaknesses, opportunities, and threats by using SWOT analysis. Finally, we classify McDonald's strategy into one of the five generic competitive 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