Strategic management- South African perspective
KFC
Our KFC restaurants do differ in each market as our aim is to make our brand relevant in a local context - we don't cut and paste a South African KFC into Nigeria or Zambia. I believe there are two factors when looking at market potential. The first is how we do business, call it our internal ambit of control. The second is the external environment - political stability, economic growth, infrastructure investment etc. If these two factors play positively together then we are very bullish about our growth potential. Simultaneously, the company stringently adheres to its brand standards (the very 11 herbs and spices that put the chain on the map), thanks to a four-person Food Innovation Team based out of its Dallas headquarters. Every year since 2006, about 300 of KFC’s top marketers from around the world will descend upon the company’s global headquarters in Dallas to share best practices, industry trends and menu ideas.
Source:
Africa Outlook. [s.a.]. Unlocking Africa: Inside KFC. [Online]. Available at:
https://www.africaoutlookmag.com/industry-insights/article/210-unlocking-africa-inside-kfc. [Accessed 15 November 2021].
Kelso, A. 2019. A look at the menu innovation driving KFC Global’s sales momentum. [Online]
Available at: https://www.forbes.com/sites/aliciakelso/2019/07/22/a-look-at-the-menuinnovation-
driving-kfc-globals-sales-momentum/?sh=6d74336f598b. [Accessed 15 November
2021].
Identify and evaluate the competitive strategy for international business used by KFC in the above case study.
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