swot analysis
Kentucky Fried Chicken and the
Global Fast-Food Industry in 1998
PRESENTED TO: MRS. DIONNE MIRANDA
LECTURER
GALEN UNIVERSITY
MBA 680 – STRATEGIC MANAGEMENT
PRESENTED BY: Alex Nolberto
Audra Kelly
Krishna Faber
Linda Carballo Mark Banner Nicole McFadzean
Mission
To sell food in a fast, friendly environment that appeals to pride conscious, health minded consumers (www.KFC.com).
Stated Objectives
1. Product development
Increase variety on menu
Introduce desert menu
Introduce buffet to restaurants
2. Introduction on the Neighborhood Program with following:
Menu items target African Americans in major cities with the following items:
Greens
Macaroni and cheese
Peach cobbler
Red beans & rice
Menu items targeting Hispanics in major cities with the following items:
Fried plantains
Flan
Tres Leches
3. Implementation on non-traditional units including the following:
Shopping mall food courts
Universities
Hospitals
Airports
Stadiums
Amusement Parks
Office Buildings
Mobile Units
4. Increase profitability of KFC through the following:
Reduced overhead costs
Increased efficiencies
Improved customer service
Cleaner restaurants
Faster and friendlier service
Continued high quality products
5. Resolve franchise problems in the United States.
Implied Objectives
1. Expansion of international operations to provide the following:
Increased percentage of overall sales growth
Increased percentage of profit growth
2. Increased expansion of franchises into Mexico
3. Expansion of franchise operation beyond Central America
4. Continued promotion of healthier image through removal of the word "fried" from the name
5. Improve menu selection of rotisserie
KFC History and Overview
Kentucky Fried Chicken was founded by Harland Sanders in Corbin, Kentucky. In 1952 the fast food franchising was still a new venture Harland Sanders travelled across the United States in an effort to
Global Fast-Food Industry in 1998
PRESENTED TO: MRS. DIONNE MIRANDA
LECTURER
GALEN UNIVERSITY
MBA 680 – STRATEGIC MANAGEMENT
PRESENTED BY: Alex Nolberto
Audra Kelly
Krishna Faber
Linda Carballo Mark Banner Nicole McFadzean
Mission
To sell food in a fast, friendly environment that appeals to pride conscious, health minded consumers (www.KFC.com).
Stated Objectives
1. Product development
Increase variety on menu
Introduce desert menu
Introduce buffet to restaurants
2. Introduction on the Neighborhood Program with following:
Menu items target African Americans in major cities with the following items:
Greens
Macaroni and cheese
Peach cobbler
Red beans & rice
Menu items targeting Hispanics in major cities with the following items:
Fried plantains
Flan
Tres Leches
3. Implementation on non-traditional units including the following:
Shopping mall food courts
Universities
Hospitals
Airports
Stadiums
Amusement Parks
Office Buildings
Mobile Units
4. Increase profitability of KFC through the following:
Reduced overhead costs
Increased efficiencies
Improved customer service
Cleaner restaurants
Faster and friendlier service
Continued high quality products
5. Resolve franchise problems in the United States.
Implied Objectives
1. Expansion of international operations to provide the following:
Increased percentage of overall sales growth
Increased percentage of profit growth
2. Increased expansion of franchises into Mexico
3. Expansion of franchise operation beyond Central America
4. Continued promotion of healthier image through removal of the word "fried" from the name
5. Improve menu selection of rotisserie
KFC History and Overview
Kentucky Fried Chicken was founded by Harland Sanders in Corbin, Kentucky. In 1952 the fast food franchising was still a new venture Harland Sanders travelled across the United States in an effort to
Bibliography: Thompson & Strickland (1999). Strategic Management. (11th Ed). Orwin/McGraw-Hill Publisher. Websites www.KFC.com www.yum.com