Yum : The World's Largest Fast Food Company

• Taco Bell is a quick-service restaurant concept and operates in a very competitive climate. Was founded in 1962 by Glen Bell.

Taco Bell targets consumers, who seek low priced and convenient meals, from most age demographics, while heavily focusing on the millennials. The company positions itself as an innovative fast food restaurant with a tagline “think Outside the Bun”. The 4Ps framework below explains its retailing mix. As in product, Taco Bell provides Mexican cuisine in a fast food manner. The company serves a wide variety of Mexican traditional plates (From tacos, burritos, nachos, quesadillas, etc.). Meanwhile, it leverages the nature of Mexican cuisine and adds customization to its menu, which broadens its product mix. Apart from the customization, the company also emphasizes customer relationship management (such as the live chat system); together, the two

Since it’s opening in 1962, Taco Bell is extremely innovative among leading them to rank fifth in QSR domestically. They overlooked the obvious when no one created the Dorito shell into a taco. Dr. Russell reminds us every class to not to forget to include the obvious items and Taco Bell beat their competitors to this niche. Management of the company incorporated focus groups to make sure they perfected this product before its launch. They went through a lot of trial and error. This is what all the leaders mean when they say practice makes perfect. What I view as the most important factors that have contributed to the growth of the company are innovation, ethics, and listening. They were built on innovation and they are continually modernizing to stay the best. Their company ethics exceed their competitors because what other company would

McDonaldization of society- the process by which ordinary aspects of life are rationalized and efficiency comes to rule them, including such things as food preparation p. 173

Kraft Foods Group is a top fortune 100 company founded by James L Kraft in Chicago, Illinois 3 years ago. They specialize in food and beverage products categorized by beverages, frozen and refrigerated meals, dairy products, and other grocery items. Kraft products are known worldwide and can be found in almost every home in the world. Even though Kraft brand has been around for decades Kraft Foods Group is a type of business subsection that adheres separately to each demographic in the world. Since they provide for over 170 countries, they must divide and conquer to stay successful. Although the company has been very successful they face many challenges including broad competition and target markets.

For me and for many other loyal consumers, there are no other snack food products in the market that compare. While I opt for deals and store brands for most products, I can never replace Frito-Lay brands. Takis were very popular when they first came to the United States market and Frito-Lay successfully positioned itself in that market segment with Dorito Dinamitas. They offer many premium brands as well as low-priced brands. Cracker Jacks were repositioned to be aimed at value shoppers (Strom, 2012). Their contests succeed in making consumers feel that they have a voice in their brand and in turn will become more loyal. Their continued licensing agreements with other firms will help to make a name for themselves across many other markets. The Doritos Locos Tacos have been very successful for their Dorito brand. Brands protect from competition and as this paper has shown, Frito-Lay has been very successful in their branding

The majority of Americans enjoy fast food like bees enjoy their honey. Fast food is hard not to love due to families experiencing fast paced days, parents who work more than 20 hours a week, and having children with picky appetites can be rough. For most American families, it can be a challenge to not consider eating fast food more than once a week. The fast food industry has grown tremendously through the years. The one restaurant that is known all over the world for their golden arches and their big macs is McDonalds. With knowledge and personal experiences, I can say that McDonalds is by far the worst fast food restaurant in America. I believe this due to how unhealthy the food is for our bodies, the disturbing facts about the happy meals, the poor service, and the non-cleanliness of the restaurant.

In 2016 the majority of Yum shares are held by U.S.-based institutional investors including Vanguard Group, Corvex Management and State Street Corporation”. (Wong, 2016) The idea was to provide the company with better access to capital markets and to attract investors willing to pay for a piece of this lucrative pie. This fast food chain at the time had “17,000 outlets and more than $900 million cash on hand”. In September of 2016, yum sold a combined $460 million stake to Alibaba affiliate. A Beijing-based investment firm founded by former

Importantly, we're extremely proud of our 1.5 million employees around the globe and the unique culture we've built, one that's filled with energy, opportunity, and fun. We believe in our people, trust in their positive intentions, encourage ideas from everyone, and have actively developed a workforce that is diverse in style and background. Yum! Brands is a great place to be yourself, grow and make a difference. We're focused on our four growth drivers: Distinctive, Relevant Brands; Unmatched Franchise Operating Capability; Bold Restaurant Development; Unrivaled Culture & Talent.

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.

So, Yum! Brands must know the competitors of the Taco Bell in Malaysia market that offer the similar product that satisfy the same needs and wants of the customer. The Yum! Brands should produce more valuable product for the Taco Bell to winning the customer over the competitor in Malaysia market. The competitor in Malaysia that satisfy the same needs and wants of customer such as KFC, McDonald, Pizza Hut, Burger King and many more. Yum! Brands must to identify all the weakness of their competitors in Malaysia market such as the weakness in their foods, services, packaging and many more. So, Yum! Brands must develop the strategies that is everything in the competitors goods and services in Malaysia can’t to provide to the customer, Taco Bell can provide it. What they can’t and haven’t prepare, Taco Bell can and will have prepared. Taco Bell must know all the marketing strategy that have been use by the competitors, especially the promotional method that they use to market their product. Taco Bell must follow up all the marketing strategy and make some differences

Vision – Taco Bell will grow into the largest fast food provider of Mexican style cuisine in emerging markets. The brand will have an established presence in Asia, South America, and Africa with restaurant locations being found within the top 25 major cities on these continents. By saturating the world’s most populous metropolitan cities, Taco Bell will be the most recognizable Mexican food brand in the world.

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

Pizza Hut is one of the flagship brands of Yum! Brands, Inc., which also has KFC, Taco Bell, A&W and Long John Silver’s under its umbrella. Pizza Hut is the world’s largest pizza chain with over 12,500 restaurants across 91 countries