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YUM Brand
YUM Brands

SWOT, PESTEL and Porter’s 5 Forces Analyses

Antonio Annicchiarico

INDEX

pag.

Index 1

Introduction 2

1. Company Overview 3

2. PESTEL Analysis 4

3. SWOT Analysis 7

4. Porter 's 5 Forces Analysis 9

5. Value Chain Analysis 12

6. Conclusions 13

7. References 14

INTRODUCTION
PESTEL, SWOT and Porter’s 5 Forces analyses of Yum Brands
(15 October 2013, 2957 words)

This work analyse Yum Brands, one of the major and leading companies in the global quick service restaurant (QSR) industry. Through some tools the author has examined deeply this fast food firm regarding the internal situation (SWOT), the external environment (PESTEL) and the stakeholders involved in the industry (Porter’s 5 Forces)

key words: Yum Brands, PESTLE, SWOT, Porter’s 5 Forces, QSR, fast food, China

1. COMPANY OVERVIEW
Yum Brands, Inc. is a U.S. company headquartered in Louisville (Kentucky), and is a world leader in the quick service restaurant (QSR) industry with more than 39.000 stores in over 130 countries (YUM, 2013a). Yum was created on 7 October 1997 , under the name Tricon Global Restaurants after the split from PepsiCo. In March 2002, they acquired the Yorkshire Global Restaurants, based in Lexington (Kentucky), bringing into the family also Long John Silver 's and A&W Restaurants. The acquisition of Yorkshire is effective on 7 May 2002 and next 16 May, the group formally changed its name in Yum Brands, Inc. In 2004 the company founded the chain East Dawning selling products of Chinese cuisine with the business model of fast food. The group owns the following restaurant chains: Pizza Hut, Kentucky Fried Chicken, Taco Bell, East Dawning and Wing Street (Reuters, 2013a).

2. PESTLE ANALYSIS
A PESTLE analysis is a tool to review the macro environment or external forces, outside the company’s control, that can affect the business plans and future projects. PESTLE stands for


References: PESTEL, SWOT and Porter’s 5 Forces analyses of Yum Brands (15 October 2013, 2957 words) Economic Although consumer confidence had been badly influenced by the recession of 2008, the number of the customers and their average expenditure in the Yum and its competitors are increased due to low prices (The Economist, 2010)
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