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1. INTRODUCTION KFC is the worlds No.1 Chicken QSR. Leading in
UK, Australia, South Africa, China,USA, Malaysia and many more.
Introduced many offerings for its growing customer base in India
while staying rooted in the taste legacy of Colonel Harland Sanders
secret recipe. Products are made on the motto ofCrispy outside,
juicy inside . In India, KFC is growing rapidly and today has
presence in 21
2. HISTORICALBACKGROUND In 1930s Colonel Harland Sanders some
distinguished Kentucky folks licking their fingers. Founder of the
original Kentucky Fried Chicken, was born on September 9, 1890. By
1964, Colonel had 600 franchise outlets for his chicken across the
United States and Canada. KFC now stretches worldwide with more
than 13,000 restaurants in more than 80 countries and
territories
3. PROBLEMS FACED Why doesnt KFC use healthier oil?: the oil
does have dangerous trans-fatty acids. Is KFCs food really that
unhealthy?: a three-piece extra- crispy combo meal contains as much
as 15 g of Trans fat--more than a person should ingest in a week.
What are other chains doing?: the Cheesecake Factory is doing so
already, McDonalds backpedaled on a promise to cut Trans fats and
says its studying alternative oils, as is Burger King.
4. PROBLEMS FACED ININDIA.. KFC entered India in 1995, The
regulatory authorities found that KFCs chickens did not adhere to
the Prevention of Food Adulteration Act, 1954 KFC faced severe
protests by People for Ethical Treatment of Animals (PETA), an
animal rights protection organization. PETA accused KFC of cruelty
towards chickens and released a video tape showing the
ill-treatment of birds in KFCs poultry farms
5. RE-ENTRY OF KFC The company had to shut all but one outlet
in the country. Recently in 2003 it made a quiet re-entry into the
Indian market. Came up with the strategies and menu that is
desirable by the Indian consumers. Mission statement To be the
leader in western style quick service restaurants through friendly
service, good qualit food and clean atmosphere
6. GOALS OF KFC.. Build an organization dedicated to
excellence. Deliver superior quality and value in our products and
services. Maintain a commitment to innovation Generate consistently
superior financial returns and benefits our owner and employees.
Establish in India our position as leading WQSR (Western Quick
Service Restaurant) chain, serving good value.
7. STRENGHTS. KFCs secret recipe: the "secret recipe" was the
initial home replacement strategy. Name recognition and reputation:
the KFC logo was the only one which significantly enhance the
brands image Conflicting cultures of KFC and Pepsi Co. Turnover in
top management. Recent contractual disputes with franchisees in the
United States.
8. OPPORTUNITIES.. 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 likePizzas, garlic breads to
attract more customers.
9. 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,
10. PROBLEMS. No defined target market. Saturation of the U.S.
Market. Health Conscious Consumers. Increased Start Up Costs.