KFC

KFC….Taste Why Fre

sh Is Better…Kentucky Fried Chicken

KFC is based in Corbin, Kentucky, U.S. and is the world’s most popular chicken restaurant chain.Founded by Colonel Harland Sanders in in the early 1930s by cooking & serving food for hungry travellers.In 1952 Sanders started franchising his chicken business & named it as KENTUCKY FRIED CHICKEN. KFC is part of Yum! Brands, Inc., the world's largest restaurant company in terms of system restaurants, with more than 36,000 locations around the world.KFC operates more than 15,000 units in 109 countries and territories around the world.

History

KFC was the first fast food multinational to enter INDIA , after the economic liberalization policy of the Indian Govt. in early 1990s.KFC received permission to open 30 new outlets across the country KFC opened first fast food outlet in Bangalore in June 1995 by targeting upper middle class population.

KFC’s Entry To India

Products

INDIAN MARKET !!!

• FIRST INDIAN KFC WAS OPENED IN BANGALORE IN 1995.

• DUE TO PROTESTS IT HAD TO BE CLOSED DOWN.

• AFTER 4 YEARS IN 1999 KFC RETURNED TO INDIA OPENING ITS SOLE OUTLET IN BANGLORE WHICH REMAINED AS THE ONLY OUTLET IN INDIA TILL 2004.

• BUT BY 2012 KFC HAD A TOTAL OF 280 OUTLETS.

EMERGING MARKET…..• THE COMPANY CONTINUES TO GROW ACROSS ASIA.

• KFC HOLDINGS IS THE FRANCHISEE OF OVER 640 KFC RESTAURANTS IN MALAYSIA, SINGAPORE, BRUNEI, CAMBODIA AND INDIA AND IS PUBLICLY QUOTED ON THE BURSA MALAYSIA

• IN 2012, KFC OPERATED 577 RESTAURANTS ACROSS 36 COUNTRIES IN THE CARIBBEAN AND LATIN AMERICA REGION.THE FIRST OUTLETS IN THE REGION OPENED IN PUERTO RICO AND PANAMA BY THE LATE 1960S. KFC HAS BECOME THE LARGEST FAST FOOD CHAIN IN ECUADOR SINCE OPENING IN 1975, AND IS ONE OF KFC'S LARGEST MARKETS IN THE REGION WITH 95 RESTAURANTS.

CONTD……

• AS OF 2013, THERE ARE 70 KFC OUTLETS IN SOUTH AFRICA.

•  KFC FIRST ENTERED INTO THE SOUTH AFRICAN MARKET IN 1971.

• KFC FIRST ENTERED INTO THE MIDDLE EAST AND NORTH AFRICA MARKET IN THE EARLY 1970S. AS OF DECEMBER 2012 THERE ARE 167 OUTLETS IN SAUDI ARABIA, 123 OUTLETS IN EGYPT AND 98 OUTLETS IN THE UNITED ARAB EMIRATES.

KFCSWOT ANALYSIS

Strenght

World’s largest restaurant company in terms of system restaurants, operates more than 15,000 units in 109 countries and territories around the world.KFC is world famous for its Original Recipe fried chicken -- made with the same secret blend of 11 herbs and spicesRanks highest among all chicken restaurant chains for its convenience and menu variety. Generate $1B each year

WEAKNESS

LACK OF KNOWLEDGE ABOUT THEIR CUSTOMERS.

LACK OF FOCUS ON R&D.

MSG FLAVOUR IN CHICKEN

OPPURTINTIES

New Markets: Globalisation has opened doors for new markets for the company

Cross Culture: Generally there is a good acceptance of American culture of fast food in India

Large Youth population: India has a very large share of youth population a compared to other countries.

New variety: Company can also come up with new variety in the menu like Pizzas, garlic breads to attract more customers.

Threats

Competition: Competitor companies like McDonalds are fast catching up with the market.

Organizations like PETA People for Ethnic Treatment for Animals have given a bad name to the company

Saturated US Market: Now KFC cannot rely on just its home market to generate sales. As the US markets are already saturated and leave no or little scope for growth,

Problems Faced by KFC

No defined target market.

Saturation of the Global Market.

Health Conscious Consumers.

Increased Start Up Costs.

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