KFC ASSESSMENT

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.

KFC is a successful public company due to the fact that its trading name and legal identity is so well-known worldwide. It provides us the general public with true and reliable advertising gimmicks. Its Corporate Social Responsible enhances young kids opportunities to become what they want and also keeps them fed. Each shareholder is also allowed to invest in shares easily also receiving a good return on investment. (A.Pinnock,

Before, people only talked about the problems about roast meat (Refer to appendix 4), but now people really think that KFC isn’t a choice for fast food. (Connected to diagram 4)

Vision: “Together we will build the world’s most extraordinary food company by nourishing people’s lives everywhere, every day”

Marine Coles ranked KFC’s fast food restaurants with a 69/100. She says, “KFC’s food quality and freshness, its value, and the cleanliness of it’s dining area all got bad reviews. The chain which has famously sold its fried chicken in buckets since 1950’s has restaurants throughout the country.” Personal experience has shown an unclean dining area with flies, employees not wearing gloves and handling food, and restrooms with trash on the floor and un sanitized toilets. I’ve also received incomplete or totally wrong orders.

Throughout Kentucky Fried Chicken’s (KFC) lifespan as a division of the company Yum Brands, they have developed and establish grounds that have helped make Yum Brands the company they are today. Within this lifespan, KFC has expanded not only throughout the United States, but globally to more than 125 countries and territories building and establishing more than 20,500 KFC outlets (About KFC). Although expansion is often times a great step for a company, sometimes they are successful and unsuccessful. One of the major countries KFC is successful in is China, and one of the countries they have not been so successful in is India. At the root of KFC success and failures are a few very basic marketing techniques, the four P’s (product, price, promotion, place), their target market, and KFC’s strengths, weaknesses, opportunities, and threats which are continually changing as KFC continues to expand and their market continue to grow.

KFC’s objective is to ensure happiness is experienced by the population, to give all their customers a distinct experience on every experience. For the jobs at KFC to be the superior jobs globally for the people dedicated to producing excellent food and caring for customers, superior to others.

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

operates several fast food brands in Australia. KFC is the major brand that Yum runs. The main product of KFC is made by chicken meat. Therefore, the strength and the weakness of KFC are obviously. People who like chicken meat will highly be attracted by KFC. However, it gives customer who like fast food a limited choice. Just use the one kind of meat will make the brand to be more professional. But it also will narrow its potential markets.

KFC was formerly known as Kentucky fried chicken and headquartered in Louisville in United States .Founded Colonel Harland Sanders, KFC is known mainly fried chicken, which is usually served in a bucket. KFC is one of the few brands in America that become the rich, decade’s long history of success and innovation. It all started with one cook who created the famous recipe in the world soon to be more than 70 years ago, there are more than 18,000 KFC outlets in 115 countries and territories worldwide (wisnudewobroto, 2016).

Managers usually are locals and will spend time training at other restaurants before opening the restaurant. KFC's goal is to give every employee the opportunity to pass a formal certification procedure to gain credibility and qualifications.

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.

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

Kentucky Fried Chicken (KFC) is based in Louisville, Kentucky and is focused around a special recipe created by Colonel Harland Sanders. KFC is in the quick service industry and offers consumers a variety of recipes with focus on Sanders’ secret recipe. The company is owned by Yum! Brands. Yum! Brands owns other western quick service firms such as Taco Bell and Pizza Hut. KFC offers consumers a relatively limited variety of menu items mainly focused on chicken products specializing in different types of batter and condiments for these chicken products. This allows KFC to specialize on a single product and cut the extra costs associated with having many products on the menu. KFC is also able to provide consumers with