• 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. Unit 9: Marketing Strategy

    Overall Analysis of Questionnaire Target Market - I was pleased to see that the target market who answered my questionnaire were pensioners as I had predicted, despite my early fears that they would be reluctant to answer a questionnaire on the computer.

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

    If any batch fails to 'pass' the quality assurance test they will recheck it or discard it. Human Resources The role of the human resources department in Microsoft is to take on new employees, interview them and find a suitable part of a job in the business.

  1. NETFLIX CUSTOMERS SATISFACTION

    Customer loy?lty h?s received ? signific?nt import?nce in the liter?ture. The liter?ture on customer loy?lty suggests th?t loy?lty is conceptu?lized ?s ? beh?vior?l intention to m?int?in ?n ongoing rel?tionship with ? service provider (Sirdeshmukh, 2000). ?ccording to school of thought, ?

  2. NHS change management

    A blurry sense of leadership within the NHS was leading to confusion internally, causing friction between staff and management. A clear vision seemed to be obsolete within the leadership which has led to uncertainty within the organization. Management and leadership in health care involve an individual's efforts to influence the behavior of others in providing direct, individualized, professional care.

  1. Analyse the case study with reference to Michael Porter's Theory of Competitive Advantage and ...

    Home Demand Conditions Home demand conditions influence the shaping of particular factor conditions. They have impact on the pace and direction of innovation and product development. According to Porter, home demand is determined by three major characteristics: their mixture (the mix of customers needs and wants), their scope and growth

  2. The Theory of Scientific Management.

    These job roles can get very boring as there is a lot of repetitiveness. Even if they are motivated by the money alone, not all motivation is due to the pay. Workers have to be involved with the working environment which means they have to enjoy their time spent at work so they have the motivation to go into work.

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

    Eva said she?d pay and pick up the computer on Monday afternoon. Come Monday morning, Daniel returned with his money to complete his purchase but Angus refused to sell to him anymore.

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

    The political and legal environment. "Excursus", as well as other businesses operate in a legal political environment, down to specific rules, it is necessary to observe and be aware of these rules. Otherwise, the company may encounter difficulties. Legal - the political environment influences the company's business through a variety of laws, laws regulating the company's activities.

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