• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

KFC SWOT case study

Extracts from this document...

Introduction

Kentucky Fried Chicken And The Global Fast-Food Industry Kushal Rakshit (ID - 02774170) SWOT analysis: Strengths: * KFC is a market leader. KFC is world's largest chicken restaurant chain. So, it's easy for them to grow the company on international level and open franchises all over the world. * They focused on building shopping malls, universities and hospitals to get the popularity. * KFC continued to experiment with home delivery. * KFC established "2 in 1" units that sold KFC and Taco bell or KFC and pizza hut. * Competitive marketing strategy: Developed three types of chicken: Original recipe(pressure cooked), Extra crispy (fried), Tender roast (roasted). ...read more.

Middle

Sanders to KFC employees over the years. Opportunities: * US market maturity- many restaurants expand to international markets as strategy for growing sales. * Expansion program for the Mexican market/Latin American markets * NAFTA advantage * Demographic trends (demand for food eaten outside of the home) Threats: * Consumer health food trend. * Saturated fast food industry in the U.S. market Generic strategies: * Low cost: If the products are very similar the switching cost of customers is low then price competition is common. KFC uses an integrated low cost/differentiation leadership, since it can count on its brand name and original taste and recipes to be unique while at the same time compete on price using the benefits of cost savings from economies of scale. ...read more.

Conclusion

These success techniques will lower costs and increase profits in the industry. Grand strategies: * Joint venture: In 1969, a joint venture was signed with Mitsuoishi Shoji Kaisha, Ltd., in Japan, and the rights to operate 14 existing KFC franchises in England were acquired. Subsidiaries also were established in Hong Kong, South Africa, Australia, New Zealand, and Mexico. * Product development: KFC withdrew its rotisserie chicken in 1996 and introduced a new line of roasted chicken called Tender Roast, which could be sold by the piece and mixed with its Original Recipe and Extra Crispy Chicken. * Market development: KFC will introduce their present and new products and services into new geographic/demographic areas. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Case Studies and Analysis section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Case Studies and Analysis essays

  1. Microsoft Case Study. Objectives, structure and marketing.

    what they want or other suppliers of Microsoft will send them a e-mail regarding the needed stock of products. ICT is Microsoft's main specialisation so it's not unusual for them to use ICT to make calculations of how much profit is made; it can be used to advertise their product

  2. Unit 9: Marketing Strategy

    "To have put down a deposit to buy a premises within the first four years" S This target is without doubt specific as it outlines exactly what the business needs to do, to improve the target I could have added a specific amount of money.

  1. Nokia Company Profile and SWOT analysis.

    Enterprise solution (wireless systems for business). ''Nokia is committed to pursuing accessibility solutions for all, including individuals with disabilities'' says the company's website. 2.1 Nokia Competitor Nokia competitor is Motorola, NEC Corporation, Sony Corporation, Samsung C & T Corporation, Alcatel Lucent, Apple Computer, Cisco Systems, Fujitsu Limited, Hewlett-Packard Company, IBM Global Services, LG Electronics and Sony Ericsson Mobile Communication AB.

  2. NETFLIX CUSTOMERS SATISFACTION

    m?rketing m?n?ger would w?nt to know if ?ll de?lers should focus on the s?me ?spects of satisfaction or whether the customers of one de?ler m?y h?ve different priorities th?n ?nother. If there is v?ri?tion in the utilities ?cross subunits, c?n the v?ri?tion be expl?ined by, for ex?mple, the geogr?phic loc?tion of the de?lership?

  1. I will be identifying the legal criteria for offer and acceptance in a valid ...

    In conclusion, Shirley will be able to sue Dorrianne for not only rescission, but also for damages. Shirley can either get her money back in exchange for the aircraft, or she can sue Dorrianne for any damages she caused her, such as having to abandon her business plans and for

  2. Case study of the Unilever Company

    These four clinics are: Cardiovascular Health, Clinic, Wellness Clinic, Clinic of Physical Therapy Activity and Nutrition Clinic. The company?s social and community strategy aims to use its basic competencies (including its brands, its scale and presence in the market, its people)

  1. Internship project in travel agency "Excursus" of Lithuania. PEST and SWOT analysis.

    Therefore, they require notarized parental consent. Moreover, the country's accession to the European Union to develop a common EU internal market, which will ensure the free movement of persons, goods, services and capital, changed the entire legal system. Competition governed by the laws regulating the relations between competitors and ensures fair pricing, good quality and greater choice.

  2. Business Ethics at KFC.

    It is a known fact that some employees in the corporate world utilise mental punishment as a way of repressing their employees and keep them subservient. However, this is not the case with KFC as no cases have been reported in the media.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work