Marketing Strategy for Kfc
Table of Contents Introduction. 2 Market Analysis for KFC. 5 THREATS OF KFC IN MAURITIUS. 18 Opportunities to develop and create the following in Mauritius. 20 Reasons for KFC to go overseas. 26 PESTEL Analysis. 26 Competitors Actions. 29 THE problem that KFC is facing. 29 Strategies developed to overcome the crisis. 30 New Strategies that can be adopted for the Relaunching of KFC products. 31 References. 34
Introduction.
Kentucky Fried Chicken, better known as KFC, is the largest chicken restaurant chain worldwide with almost 1000 outlets located in well over 70 countries. It was founded in Corbin, Kentucky by Colonel Harland. D. Sanders. Y 1964, the Colonel decided to sell the business to two Louisville businessmen. In 1966 they took KFC public and the company was listed on the New York Stock Exchange. In 1971, Heublein, Inc.acquired KFC, soon after, conflicts erupted between the Colonel (which was working as a public relations and goodwill ambassador) and Heublein management over quality control issues and restaurant cleanliness.
In 1977 A “back-to-the-basics” strategy was successfully implemented. By the time KFC was acquired by PepsiCo in 1986, it had grown to approximately 6,600 units in 55 countries and territories. Due to strategic reasons, in 1997 PepsiCo spun off its restaurant businesses (Pizza Hut, Taco Bell and KFC) into a new company called Tricon Global Restaurants, Inc which is one of the most leading multinational organizations in the world. Said to be the second most famous and largest fast food franchise in the World No 1 brand in Asia with the market leadership in Japan, China, Malaysia, Indonesia and Korea.
Who in Mauritius don’t know about the KFC – well the basic history of KFC in Mauritius is almost couple of decades old. Launched in 1983, the first KFC outlet in Mauritius has carved a solid reputation as a quick service restaurant which provides quality products and service. In the company’s 14 stores spread out across the
Introduction.
Kentucky Fried Chicken, better known as KFC, is the largest chicken restaurant chain worldwide with almost 1000 outlets located in well over 70 countries. It was founded in Corbin, Kentucky by Colonel Harland. D. Sanders. Y 1964, the Colonel decided to sell the business to two Louisville businessmen. In 1966 they took KFC public and the company was listed on the New York Stock Exchange. In 1971, Heublein, Inc.acquired KFC, soon after, conflicts erupted between the Colonel (which was working as a public relations and goodwill ambassador) and Heublein management over quality control issues and restaurant cleanliness.
In 1977 A “back-to-the-basics” strategy was successfully implemented. By the time KFC was acquired by PepsiCo in 1986, it had grown to approximately 6,600 units in 55 countries and territories. Due to strategic reasons, in 1997 PepsiCo spun off its restaurant businesses (Pizza Hut, Taco Bell and KFC) into a new company called Tricon Global Restaurants, Inc which is one of the most leading multinational organizations in the world. Said to be the second most famous and largest fast food franchise in the World No 1 brand in Asia with the market leadership in Japan, China, Malaysia, Indonesia and Korea.
Who in Mauritius don’t know about the KFC – well the basic history of KFC in Mauritius is almost couple of decades old. Launched in 1983, the first KFC outlet in Mauritius has carved a solid reputation as a quick service restaurant which provides quality products and service. In the company’s 14 stores spread out across the
References: http://www.lexpress.mu/services/search.kfc http://www.lexpress.mu.services/epaper-66938-b-kfc- le colonel-sanders- a repris-son tablier-b-htm http://www.kentucky-friedcruelty.com//w.why kfc.asp http://alhetic.com/tag/mauritius http://www.island crisis.not/2009/09/kfc.port Louis closed