Those countries after difficult times, struggling to establish an economic and governmental stability, seem to find their way and create favourable conditions for progress. ( Washington Times, The (DC b), Aug 09, 2005Item: 4KB20050809110639) So far KFC, is well established in Mexico, but doesn't do so well in the rest of the countries coming third in total restaurants in Latin America. (De Witt 'et al 2004 b) KFC Company has to make the analogous research in the markets of these countries, in order to identify the most suitable ones, to establish its brand among the biggest fast food chains.
Using the B.C.G. matrix and S.W.O.T. analysis we will try to analyse what is the current position of the company and identify the potentials that the company has in the market. B.C.G. is a tool that analyse the position of the business in the market at some moment in time, and reveals the potential market share and market growth that the company hold's. This doesn't mean's that all these figures and allocation of the company between the matrixes is truth. The matrix analysis allocates the company as one unit, and doesn't reveal the share and growth of all of its products. So using this technique for planning, is essential, but not reaches in great depth of the market and company's information.(http://www.marketingteacher.com) As has been mentioned and above, SWOT is and internal analysis of strengths and weaknesses, and an external one of opportunities and threats. This should be kept simple, and realistic regarding the businesses conditions. The people conducting the SWOT should be very careful while this can be very subjective, and mislead in wrong conclusions. This matrix can be used for diagnosis of the present condition of the business, and use the information to draw the plans for the future. (http://www.marketingteacher.com)
Relative Market Share in the Industry
20 1 0.5 0 KFC
KFC Growth rate:4%
KFC R.M.Share :55.2%
(De Witt & et al 2004 c)
Regarding to the BCG Matrix analysis system, the KFC, at the particular moment were the information's been gathered, considered as star. Which means that the conditions are favourable for market penetration and product development. Analysing...