Kfc Marketing Plan Essay

KFC employs around 24,000 people in 850 restaurants. 65% of the KFC recruits are young adults venturing into the world of work for the very first time. KFC is a great place to start working, with a fun and

Schlosser’s ‘Fast Food Nation’ and Wendell Berry’s ‘The Pleasures of Eating’ have undeniably altered the manner in which I will forever view fast and processed foods. After reviewing the two readings, I am convinced that fast and processed food consumers are the victims of large franchises seeking to make a quick buck at the expense of the consumer’s health. Fast food and processed food consumers are ignorant of the quality of the food that they choose to purchase, solely depending on franchises for the information. Franchisees, on the other hand, choose to conceal this information as revealing it would spell huge losses. They manipulate and decorate food items so as to get consumers to purchase them, with no regard for the health implications they subject their consumers.

Moreover, some key activities are shown regarding to time in the period from the beginning of 2011 until the end of this year.

This group will most likely be living alone in an apartment or single family home in the low income section of town that is situated close to strip mall type of shopping center, which may or may not have a major anchor store.

In every company, they deal with internal and external factors that affect every day business. External factors include oil price change, new laws and regulations for building codes, food distribution and many more. Companies that wish to succeed in their business should try and anticipate these internal and external factors. By identifying a companies opportunities and threats, a company can protect themselves from future harm and take advantage of opportunities that they have prepared for. Analyzing the opportunities and threats can be crucial for a company to turn a profit, expand the company across the country, and bring in and keep new and old customers.

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.

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.

Changes in customer preferences, general economic conditions, discretionary spending priorities, demographic trends, traffic patterns and the type, number and location of competing restaurants have a moderate effect on the restaurant industry (Chipotle, 2010). One example of customer preferences being a driver in the industry is the “Whole Food-ism Movement” which has put a large focus on organic, antibiotic-free, and non-processed foods (Mansolillo, 2007). Consumers now look for healthier options when eating and an overall healthier lifestyle. Chipotle has been able to benefit from this movement by carrying on their “Food with Integrity” mission (Chipotle, 2010).

In his article, “What We Eat,” Eric Schlosser emphasized that “over the last three decades, fast food has infiltrated every nook and cranny of American society. An industry that began with a handful of modest hot dog and hamburgers stands in Southern California has spread to every corner of the nation, selling a broad range of foods wherever paying customers may be found” (Schlosser 1). Schlosser wants to raise Americans’ awareness of the serious problems of food industry. Most companies in the food industry do not care about customer's’ health or about the ingredients in the food they sell. The only goal for them is to produce foods that taste good, are cheap to produce, and increase corporate profits. They do not care what they put inside of the foods and how it affect to human body. Additionally, from the article “The Pleasure of Eating”, by the scholar Wendell Berry, the author believes by observing most eaters and indicates his opinion that “They pay, mostly without protest, what they are charged. And they mostly ignore certain critical questions about the quality and the cost of what they are sold: How fresh is it? How pure or clean is it, how free of dangerous chemicals?” (Berry 1). He strongly exposes to the public that currently, most eaters are careless with their foods. He claims that if people want to take care of their health, then at least, they seriously need to recognize the importance of foods and to concentrate on the quality of the foods before they

The development of fast food was revolutionary; however this revolution was corrupted by big business and their desire to maximize profit. With fast food being a staple for society, due to its convenience, the consumers fail to realize what is inside that burger they are eating. These cost effective additives may be justifiable in a businessman’s perspective but what about the consumer?

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 proposals that we are going to depose are a planning of continuous action in order to confront the challenges, which BT confronts. The most important factor is considered to be the fact that the marketing environment changed rapidly after the deregulation of the telephone industry. Up to then BT was operating as a monopoly, ignoring the competition and ways to face it.

Another source of external pressure comes from the fact that rapid growth throughout the use of franchising together with increased competition from primarily MacDonald's reduced the consistency of the standard of both food and service on the individual franchise level leading to massive decreases in profitability. Together with low Research and Development funding, the division found it difficult to match the expansion plans of its main competitors. KFC responded to these problems by improving staff training and employ a new manager. The economic reform opened China market to the outside world and improved the standard of living of average Chinese people. China began implementing economic reforms to

At this stage Pepsi was losing ground on their rivals Coca-Cola, so they saw purchasing KFC as a way of promoting their drink by only selling Pepsi in KFC outlets. They are currently 19420 KFC outlets in 118 countries across the world. 4563 of these outlets are in China, 4491 in the United States and the remaining 10366 spread across the world. Due to their large amount of outlets KFC have become the 4th largest fast food franchise in the world. Only 78 countries across the world do not have access to a KFC outlet. KFC mission is to sell food in a fast, friendly environment that is attractive to pride conscious, health minded consumers. While their object is product development, increase variety on menu, introduce desert menu and introduce buffet to restaurants.

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