KFC: SWOT, Macro-Environment and Competitive Environment Analyses

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  • Topic: Fast food, KFC, Fried chicken
  • Pages : 10 (3232 words )
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  • Published : March 22, 2013
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Principal of Management
POM 17

Student: Thuy LE Minh
Student number: 31926529
Lecturer: Mr Dipan K Mehta
Program manager:Ms Hazel Ong
Number of words:

Table of contents:

I. Introduction …………………………………………………………………………Page 3

II. SWOT analysis ……………………………………………………………………..Page 4 –5

III. Macro- environment analysis ……………………………………………………..Page 6 –7

IV. Competitive environment analysis ..…………………………………………… Page 8 –10

V. Application about planning, organizing, leading and controlling …………… .Page 11- 12

VI. Conclusion……………………………………………………………………………. Page 13

VII. Recommendations…………………………………………………………………… Page 14

VIII. References………………………………………………………………………… . Page 15- 16

I .Introduction

There are many fast food companies around the world. KFC is one of the most famous brands in the global fast food industry. KFC stands for Kentucky Fried Chicken that was founded by Colonel Harland Sanders in 1955 with only $105 ("Colonel Sanders & Kentucky Fried Chicken", n.d. ). At the beginning, KFC specialized in Original Recipe fried chicken that known as Colonel’s secret recipe. It blends of 11 herbs and spices and completes by using the basic cooking technique. Today, KFC expands their products variedly to serve customer like “Kentucky Grilled Chicken”, “Honey BBQ Wings” and “freshly made chicken sandwiches” ("About KFC", n.d. ). Sales volume is an important factor to generate profit in each company. In 1971, more than 2.7 billion pieces of chicken were sold by KFC; it marked up the sales of more than $2 billion ("Colonel Sanders & Kentucky Fried Chicken", n.d. ). In 2008, KFC took 42 percent of the market share in the U.S. chicken quick service restaurant ("About KFC", n.d. ). Every day, KFC restaurants prepare meals for 12 million customers in the world. Therefore, KFC’s products has been satisfied many customers around the world. Additionally, the growing number of KFC’s franchises is one of the evidences shows the development of the KFC Cooperation. In 1971, KFC Corporation contained more than 3500 worldwide franchises compared with more than 600 KFC’s franchises in the U.S and Canada and opened the first oversea outlet in England in 1964 ("Colonel Sanders & Kentucky Fried Chicken", n.d ). In 2002, KFC is acquired by Yum!Brands .Today, KFC owns more than 20,000 restaurants within 109 countries around the world ("About KFC", n.d. ). Started with only $105, KFC now can evaluate as a multi-billion dollars company. This report will clarify some strengths, weaknesses, opportunities and threats of KFC, as well as the external and internal environment, and give some recommendations to help KFC becomes more successful in market.

I. SWOT Analysis

i. Strengths:
* Good reputation, well- trained staff.
According to the article "Brand values / KFC Gold standard qualities guarantee chicken that is so good!"( n.d. ), KFC ranks the highest in the Singapore and the U.S. Quick Service Restaurant Industry. Additionally, KFC has many loyal customers due to the fact, everyday KFC serves more than 12 million people. * Delicious and strong trademarks recipes.

Until now, KFC is famous for the Original Recipe fried chicken, and impressive KFC slogan is “Finger Lickin' Good” * Worldwide- recognized brand and a remarkably consistent brand identity The image of Colonel was attracted both children and their parent (Liu, 2008, p. 69). Furthermore, Liu (2008) states that Colonel’s humorousness attracts children and their parents put their trust in Colonel’s products. * Strong capital position

Yum! Brands Inc. which earned $ 11 billion in 2008 are controlling KFC, ("About KFC", n.d.) * Following C.H.A.M.P.S system (Liu,2008, p. 65)
C- Cleanliness
H- Hospitality
A- Accuracy
M- Maintenance
P- Product Quality
S- Speed
* Good advertising campaign
Weekly one KFC...
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