Kfc Stategic Analysis

Topics: Fast food, Fast food restaurant, KFC Pages: 10 (2952 words) Published: October 24, 2012

About KFC
KFC (Kentucky Fried Chicken) is the world's largest chain of fried chicken fast food restaurants, headquartered in Louisville, Kentucky in the United States. An "American icon", it is the second largest restaurant chain after McDonald's, with over 17,000 outlets in 105 countries and territories. It was founded in 1930 by Colonel Harland Sanders, who began selling fried chicken from his roadside restaurant in Corbin, Kentucky during the Great Depression. KFC primarily sells chicken in form of pieces, wraps, salads and sandwiches. While its primary focus is fried chicken, KFC also offers a line of roasted chicken products, side dishes and desserts.

KFC INDIA is the world’s No.1 Chicken QSR and has industry leading stature across many countries like UK, Australia, South Africa, China, USA, Malaysia and many more. KFC is the largest brand of Yum Restaurants, a company that owns other leading brands like Pizza Hut, Taco Bell, A&W and Long John Silver. Renowned worldwide for its finger licking good food, KFC offers its signature products in India too. KFC has introduced many offerings for its growing customer base in India while staying rooted in the taste legacy of Colonel Harland Sander’s secret recipe. Its signature dishes include the “crispy outside, juicy inside” Hot and Crispy Chicken, flavorful and juicy Original Recipe chicken, the spicy, juicy & crunchy Zinger Burger, Toasted Twister, Chicken Bucket and a host of beverages and desserts. For the vegetarians in India, KFC also has great tasting vegetarian offerings that include the Veggie Burger, Veggie Snacker and Veg Rice meals. In India, KFC is growing rapidly and today has presence in 11 cities with close to 50 restaurants. Mission Statement

“To be the leader in western style quick service restaurants through friendly service, good quality food and clean atmosphere” “To establish in India our position as leading WQSR (Western Quick Service Restaurant) chain, serving good value innovative chicken-based products. Providing a pleasant dining experience in a clean and convenient location. At all times we must be dedicated to providing excellent and delighting customers.”

* External Factor Analysis (PESTLE)

PESTEL Analysis is a part of the external analysis when and it gives an overview of the different macro-environmental factors that the company has to take into consideration. Political:
The government policies on the regulations of fast food operation affect the operations of KFC. Currently because of health concern such as cardiovascular and cholesterol issue and obesity among the young and children in the country, Government are controlling the marketing of fast food restaurants. They also control the license given to open the fast food restaurant and other business regulation needs to follow such as for a franchise business. Good relationship with government in giving mutual benefits such as employment and tax is a must for the company to succeed in any foreign market. Economic:

The organizations in the fast food industry are not exempted from any disputes and problems in the economic situations. The brand in affected by the economy of the corresponding states like the changes in the exchange rates or the inflation changes. The brand should also be well informed of the existing tax requirements by the corresponding economies in which they are operating. Exchange rate fluctuations will also play an essential role in company’s operations. Socio cultural:

India is the second most populous nation in the world with an estimated population of over 1.1billion people. There has also been a nonstop increase in the use of fast food in India. The social trend toward fast good consumption is changing and there has been an increase of 90% fast food consumption in India. This increase is larger than the increase in the BRIC nations of Brazil (20%), Russia (50 %) and China (60 %). Thus this shows a positive...
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