| PAGE NO.
| Executive Summary
| Introduction Challenges
| Analysis SWOT Strength of KFC Weakness of KFC Opportunities of KFC Threats of KFC
| 2 – 32333
| PESTL Analysis Political factors Economic Factors Social factors Technological Factors Legal Factors
| Porter’s Five Force Analysis Competitive Rivalry New Market Entrants Bargaining power of Suppliers Bargaining power of Customers Product and technology Development
| 6 – 7
1. EXECUTIVE SUMMARY
This paper analyses KFC. The paper consists of an overview of KFC, followed by SWOT analysis, which is used to evaluate the strengths, weaknesses, opportunities and threats to KFC. PESTEL analysis is used to identify the Political, Economic, Social, Technological, Environmental and Legal factors of the company. Porter's 5 Forces analysis of KFC is presented, discussing the bargaining power of customers, bargaining power of suppliers, threat of new entrants, threat of substitute products, and intensity of competitive rivalry affecting KFC. And also in this paper, implementation for KFC is also given, describing what all action can be taken to make changes to the problems faced by KFC. 2. INTRODUCTION
KFC is one of the main parts of the YUM brands Inc. The world’s leading and most appreciated chicken sellers are KFC, with a wide spread for more than 10 thousand places & in 80 countries. KFC and its franchised employees are more than 200 thousand in all over the world. In 1997, KFC franchised with Gray Mecanza International and started work in Pakistan. They had 45 outlets in Pakistan after 10 years. The reason why Kentucky Fried Chicken changed their name to KFC is just because people got cognisant about the word “FRIED” which made a bad inkling that the food is not healthy as it contain fats. So KFC thought it is better to change the name just to shun the bad impression. Kentucky fried chicken is the world’s most large and well knows fast food restaurant. The slogan of KFC is so famous that even the younger and the older people know it which is “Finger Licking Good”, and the old man with white suits hand holding a black colour crutch. Nowadays, we can see KFC in any shopping centre, malls or some popular location. We can get service or their product easily, it really convenient. (Jerome. S.Q, 2008). The first multinational food chain to enter India was KFC. During its growth it faced several ups and downs regarding the rights of the animals. It was a tough time to grow for the KFC according to the Indian cultures and ethics. 3.1 Challenges
The major challenge of KFC is to stay focus and need lots of fixing. Focus means they have to concentrate on their fried chicken with all hidden recipes and 11 herbs. Let the new products like Veg. Burger come, but that should be just to challenge the competitors. Main motive should be on selling their specialised fried chicken. In this service driven fast food industry they have a problem with the significant service. They will have to find out some alternative for it very soon as other competitors are waiting to suppress and jump ahead.
Kentucky Fried Chicken is a very famous chain of fast food outlets that started from Louisville, Kentucky. KFC has good and strong brand equity...
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