...MINOR PROJECT REPORT ON “TO STUDY AND ANALYZE THE CONSUMER BUYING BEHAVIOR WHILE EATING OUT AT KFC AND TO STUDY THE MARKETING STRATEGIES OF KFC FROM THE PERSPECTIVE OF STRATEGIC MARKETING” PROJECT SUPERVISOR SUBMITTED BY:- Amity School Of Business (ASB) Sector 125, Noida, Uttar Pradesh Phones: 0120 244 5252 Website: www.amizone.net CERTIFICATE This is to certify that Mr.___________, Roll No.________, has completed his research project and has submitted this project report entitled “To study and analyze the consumer buying behavior while eating out at KFC and To study the marketing strategies of KFC from the perspective of Strategic Marketing” towards part fulfillment of the requirements for...
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...KFC IN INDIA PRESENTATION ON THE CASE STUDY OF KFC IN INDIA Daniel maina Hillary Omondi Senjuur Cheworei Rosa Okode Ratemo Oira Kiiru Maina , Aridi, Ochieng BACKGROUND OF KENTUCKY FRIED CHICKEN KFC KFC is based in Louisville, Kentucky, and is the world’s most popular chicken restaurant chain. Founded by Colonel Harland Sanders 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. Yum! Brands is run by David Novak,Chairman & CEO . KFC operates more than 5,200 restaurants in the United States and more than 15,000 units around the world. 109 countries and territories around the world. Every day, more than 12 million customers are served at KFC restaurants. KFC Division is run by Cheryl Bachelder, President and Chief Concept Officer KFC’s Entry in INDIA 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 & Opened first fast food outlet in Bangalore in June 1995 by targeting upper middle class population. Ethical Issues in Business organizations Ethics are “the code of moral values and principles that rule the behavior of a person or group...
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...KFC in India Case Study Question 1: Since its entry in to India in1995, KFC has been facing protest by cultural and economic activist and farmers. What are the reasons for these protests and do you think these reasons are justified? Explain. There are many reasons for the protest KFC has been facing since its entry into India. Firstly, the KFC does not concern about animal rights, the chickens served by KFC are being given hormones, antibiotics and arsenic to fatten them. Secondly, the activists said that junk food like KFC would create many diseases like obesity and heart attack, and that the chicken served by KFC was full of chemicals. Thirdly, foreign fast food chain would deplete India’s livestock, which would affect the agriculture and environment. In addition, KFC would encourage Indian farmers to shift from growing basic crops to animals feed and meat causing the poorer section of society couldn’t afford for the food. Furthermore, the economist also said that fast food joint like KFC would create more trash in the cities. In my opinion, I agree with the reasons given by the protestors of KFC. This is because KFC could pose threats to Indian people and society. Chicken served by KFC is full of chemicals such as hormones and antibiotics; in addition, the consumption of fast food like KFC could bring many diseases. Unlike tradition food in India, which is more nutritious, resulted in Indian people has relatively low disease. Therefore, I think India is one of the...
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...Kentucky Fried Chicken (KFC) Corporation is the world's most widespread chicken restaurant chain offering services to more than 12 million customers in 109countries all around the world. Background of the Ethical Issue Recently KFC faced accusation from non government organizations like PETA and Greenpeace regarding unethical practices from KFC’s supply chain such as Pilgrim’s Pride and Cargill. KFC was accused of ill-treatment towards its chicken by PETA and Greenpeace blamed KFC for its role in the destruction of the Amazon rainforest. This case study discusses these ethical issues in detail and concludes with suggestions and recommendations from the case study team, on how similar issues could be avoided or tackled. PETA Perspective Every year more than 1 billion chickens are killed from the chicken farms, meant for KFC. The improper breeding of birds combined with improper working conditions of workers and lack of ethically efficient operation processes led to improper practices in KFC’s supplier’s poultry farms. As a result KFC was accused of animal abuse by PETA, on the supplier’s farm. The People for Treatment of Animals (PETA), an animal right protection organisation, accused KFC for its unethical treatment (behaviour) towards the chicken in KFC’s supplier factory farms. Pilgrim’s Pride (PP) is one of KFC’s award-winning supply operations and the second largest processor of chickens in the United States. PETA’s investigations in Pilgrim’s Pride poultry farm...
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...INTRODUCTION This project puts in perspective the multinational company called Yum!Brands, which is an American company in the fast-food industry. We will be discussing about some aspects of this company generally, but we intend to give more details on the company Kentucky Fried Chicken(KFC) which is one of the Strategic Business Units (SBU) of Yum!Brands. We will give the profile of Yum!Brands and KFC, and also analyze the strategy of the company, its internal and external environment, its position vis-à-vis its competitors, its competitive advantage and how far it has come/how well it is doing today. We intend to focus on one local market, so in this project we are taking KFC China as our case study. We decided to choose Yum!Brands and specifically KFC as our project case study because we have noticed the rapid growth of the fast-food industry. Fast-food is a typical American trend which reflects the American eating culture of “grabbing a quick bite” so to speak. Today people are very busy, not only in America but all over the world. People have less time to sit and eat a home cooked meal, especially at lunch time when almost everyone is out of the house and working. The most convenient thing to do is to go for a “fast-food”. We noticed that this trend has even moved from being just a lunch-time substitute for home cooked meals to being a fun time meal between friends, colleagues and family. Some corporate bodies even order fast-food for meetings or corporate get-togethers...
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...MARKETING STRATEGIES OFKFC | SUBMITTED BY: Ms. ASHNA KHANNA B.COM (HONS.) (2013-2016) Roll No. : 162 FACULTY GUIDE: STUDENT NAME: Mr. ADARSH ARORA ASHNA KHANNA DESIGNATION: ENROLLMENT NO.: A3104613162 COURSE & BATCH: B.com (hons.) ; 2013-16 AMITY COLLEGE OF COMMERCE AND FINANCE, NOIDA AMITY UNIVERSITY – UTTAR PRADESH CERTIFICATE OF ORIGIN This is to affirm that I, Ms. ASHNA KHANNA, a student of Under Graduate Degree in B.com (HONS.); 2013-2016, Amity College of Commerce and Finance, Noida has worked under the able direction and supervision of Mr. ADARSH ARORA, designation______________, This Project report has the essential standard for the partial fulfillment of the Under Graduate Degree in Commerce and Finance. To the best of our insight no piece of this report has been recreated from any other report and the contents are established on unique exploration. I am mindful that in the event of non-compliance, Amity College of Commerce and Finance is qualified to cancel the report. Signature (Student) ...
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...Question #1 ‐ What are the key differences across countries that confront international competitors in the fast food restaurant industry Although the fast food industry can be divided in at least 12 categories, according to the case study we just focus on the main four segments: Burger, Pizza, Chicken and Mexican food. Despite culinary and cultural differences global players also face other competitive challenges concerning market segmentation in these distinguished categories. In order to have a better analysis structure we decided to use the STEP Analysis by Stonehouse, which uses four main categories: social cultural demographic effects, technological and infrastructural effects, economical and financial effects, political and legal effects. Within each category we will distinguish between the four main segments of the fast industry. Social, Cultural and Demographic An overall phenomenon, we can see in all segments of fast food industry, is a general openness to international products especially in the Asian market. There are also differences regarding the target groups in the different markets, e.g. KFC, which was positioned for the middleclass in Australia whereas attracting blue collar in the U.S. The first and the biggest category is the burger segment with McDonalds and Burger King as main players of the market. One of the main problems competitors are facing in this segment are health concerns by the customers like mad cow disease, overweight, cholesterol or diabetes especially in ...
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...THE GOLDEN ARCHES IN INDIA Introduction: The Golden Arches are the symbol of McDonald's, the global fast-food restaurant chain. Originally, real arches were part of the restaurant design. They were incorporated into the chain's logo in 1962, which resembled a stylized restaurant, and in the current Golden Arches logo, introduced 1968, resembling an "M" for "McDonald's. McDonald's overall business: Internationally, McDonald's is the largest chain of fast food restaurants, operating over 31,000 restaurants serving 46 million people in more than 118 countries (But now it is 33,000 restaurants and served on 68 million customers each day in 119 countries). In 1954, a man named Ray Kroc discovered a small burger restaurant in California, and wrote the first page of McDonald’s history. Each McDonald's restaurant is operated by a franchisee, an affiliate, or the corporation itself. The corporations' revenues come from the rent, royalties and fees paid by the franchisees, as well as sales in company-operated restaurants. This can only be attributed to the fact that McDonald's management style and strategies are extremely effective when faced with the vast amount of issues it has in its sixty plus years of history. McDonald's business in India: McDonald’s success in global growth is exemplified in its achievement in infiltrating the Indian food market. This infiltration has been made famous due to management and strategic issues encountered by McDonald's from the macroeconomic...
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...Strategy recommendation for how KFC should incorporate the reality of the Internet and social media into its business plan Yum! Brands is a global company that operates in 41 different countries and territories with approximately 41,000 restaurants. The company was formed in 1997 as a spin-off of PepsiCo and has become a leader in international retail development, opening an average of five restaurants per day outside the U.S. Yum! Currently owns 3 different concepts: KFC, Taco Bell and Pizza Hut. Colonel Harland Sanders is the founder of Kentucky Fried Chicken and is proven to be a great American success story. He began frying chicken in the early 1930’s at a travelers’ service station in Corbin, KY and after perfecting his 11 herbs and spices and frying technique that is still used today, the Colonel began franchising in 1955. 10 years later there were over 600 restaurants in the U.S. and Canada. The Benefits of using social media and the internet The benefits in using social media and the internet for any business is to increase exposure, gain traffic and connect with people. A business needs to create strategies that link the customer experience with the technologies and systems required to deliver the right content at the right time. (Hisaka, 2012, para. 1) KFC has to stay relevant to its customers and followers because it’s a brand that everyone knows and has been around since the 1950’s. Interacting with customers and asking for their opinion allows...
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...McDonald case analysis History and growth of McDonald across Globe : McDonald Corporation is the world's leading food service retailer with more than 31,000 restaurants in 120 countries serving more than 50 million customers each day. Origin of this US based company can be traced back in 1940 as a barbecue restaurant operated by the Richard and Maurice McDonald . Ray Kroc another business man joined the company as a franchise agent in 1955. He subsequently purchased the chain from the McDonald brothers . McDonald's first filed for a U.S. trademark on the name "McDonald's" on May 4, 1961, with the description "Drive-In Restaurant Services,". In the same year, on September 13, 1961, the company filed a logo trademark on an overlapping, double arched "M" symbol. McDonald serves some of the world famous favourite food like French fries ,Big Mac, hamburgers, soft drinks ,desserts, shake etc . Mc Donald focus on global expansion strategies .McDonald’s first opened stores outside the United States in 1967 in British Columbia and Puerto Rico . Currently it has made its presence in 120 countries . McDonald Business model is based on Franchises . Almost 85% of its restaurant is based on franchise model only 15% is owned by company. In India, McDonald's is a joint-venture company managed by two Indians. While Amit Jatia, M.D. Hardcastle Restaurants Pvt. Ltd. owns and spearheads McDonalds in west & south India, McDonald’s restaurants in North & East India are owned...
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...Chicken McNuggets to college credits from Hamburger U and much more. It’s been quite the journey, and we promise this is just the beginning-we’ve got our hearts set on making more history” (McDonald’s Corporation, 2011). Almost 60 years have passed since Raymond Kroc envisioned a nationwide fast food chain, which needless to say went on to revolutionise the American restaurant industry and become the world’s number #1 fast food restaurant. Today McDonald’s serves 52 million people a day from one of its 31,000 restaurants dotted around the world (Ritabrata Giiosii, R.G. 2009). The golden arches along with Ronald McDonald and the catch phrase “I’m lovin’ it” have assisted McDonald’s in becoming one of the most globally recognised brands, allowing them to become McDonald’s most valuable intangible assets, but how did they do it? Countless elements threaten McDonald’s reputation; health issues, legal and technological changes, social factors, environmentalists and obviously competitors especially those who offer similar services and products such as KFC. They too have become a national brand recognized all around the world however to understand how McDonalds have achieved such success we must first understand what they do differently and what objectives have allowed them to achieve such aims which have assisted them in becoming the best (McDonalds Corporation. 2008). Constantly changing and bettering the marketing strategy has allowed McDonald’s to remain the best, however...
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...Competitiveness Outcomes: 5 Fast food industry overview 5 Market definition: 5 Market value: 5 Market Volume: 5 Market Segmentation 5 Challenges faced by fast food MNCs in India: 6 Porter’s five forces: 6 Other challenges: 7 McDonald’s 7 Some of the strategies that MacDonald’s has incorporated to be successful in the market 8 Kentucky Fried Chicken (KFC) 11 Conclusion: 13 References 14 Executive summary This project report explains about the international business strategies adopted by various MNCs and TNCs with the help of fast food industry. For better understanding of this we took example of McDonald’s and KFC. International business strategy refers to the plans that guide commercial transactions taking place between entities in different countries. This project report takes coverage on opportunityand outcomes of these strategies, along with its lifecycle. There are various challenges faced by MNCs when they enter in new market in different countries, such as social and cultural issues, government regulations, local competitors in that market, acceptability from customer and suppliers etc., business strategies help them to resolve these challenges. With the example of McDonald’s and KFC we explained their problems they faced as fresh entrants in new market.In all the cases we analyzed that most of the firms in this industry have to adopt local strategies for their survival in the new market. All these strategies are country specific in which they...
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...India Introduction Fast Food Industry Overview India is blessed with one of the fastest growing fast food market of the world. It is estimated to be nearly worth of 41.3 billion USD and it is a healthy growing industry at a compound annual growth rate (CAGR) of 11%. The Organized Food Service Industry is worth $13.79 bn (approx. 33% of total Indian Food Service Industry), which is growing towards at 17%. (Industry report 2014) By year 2017 this bench marks will reach by other category, like as follows: (Ref) Category | Current Market Share | Compound Annual Growth Rate (CAGR) | Expected Market Share by 2017 | Organized | 30% | 12-14% | 45% | Unorganized | 70% | 8-10% | 55% | In present situation Indian GDP is around 6 % for last couple of years. As a result there is a significant numbers of monthly disposable Income are growing gradually. Now a day people of India spend on eating outside almost Rs.33, 000 Crore according to the size of the market. Some recent research study is expected this growth will reach US$68 billion by 2018. (Ref) On the other side delivery segment is an integral part of the Indian Food Service segment. The size of Organized Indian QSR delivery market is US$0.62 billion, growing at a healthy CAGR of 20% and is expected to reach US$1.1 billion by 2017-18. (Ref) In major cities comprise of large workplace clusters and high density residential areas people and young Indian consumers are highly price sensitive, through online they compare the...
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...Journal of the American Dietetic Association Volume 103, Issue 10, October 2003, Pages 1332–1338 Research Fast-food consumption among US adults and children: Dietary and nutrient intake profile * Sahasporn Paeratakul, MBBS, PhD, , * Daphne P. Ferdinand, MN, RN, * Catherine M. Champagne, RD, PhD, * Donna H. Ryan, MD, * George A. Bray, MD Abstract Objective To examine the dietary profile associated with fast-food use. To compare the dietary intake of individuals on the day that they ate fast food with the day that fast food was not eaten. Design Cross-sectional study design. The dietary intake of individuals who reported eating fast food on one or both survey days was compared with those who did not report eating fast food. Among the individuals who reported eating fast food, dietary intake on the day when fast food was eaten was compared with the day when fast food was not eaten. Weighted comparison of mean intakes and pairwise t-test were used in the statistical analysis. Subjects/setting Data from 17,370 adults and children who participated in the 1994-1996 and 1998 Continuing Survey of Food Intakes by Individuals. Dietary intake data were collected by 2 non-consecutive 24-hour dietary recalls. Results Fast-food use was reported by 37% of the adults and 42% of the children. Adults and children who reported eating fast food had higher intake of energy, fat, saturated fat, sodium, carbonated soft drink, and lower intake of vitamins A and C...
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...Industry is growing very rapidly. It is a reflection of the change in the lifestyle, food habits and consumption pattern of the population. The incidence of Dining out, ordering from home as well as takeaways is rising creating an opportunity to cater to a wide mass of population. What was the domain of upper class, singles or forced bachelors, has percolated to all echelons of society. The incidence and value differ substantially, but penetration of such consumption habits is wide spread and is on the increase. Although largely an urban phenomenon, the pattern is also emerging in rural areas with better road connectivity, increased vehicle ownership and rise in income levels. In a country with more than a billion people, opportunities in India are abound. This has led to a rapid growth of the QSR industry. However, simultaneously, it has also created a canvass that has many failures and carcass. Several outlets have been closed, a large number are struggling, still a large number are just about surviving and lot many of them have not been able to find their feet. There are a lot who are successful, but, more importantly, there is almost a complete absence of national chains. This indicates to the fact that just having a lot of opportunities is not enough. These opportunities need to be harnessed and converted into profitable enterprises. This paper is an attempt to understand the industry, its key success factors. History Restaurants have been around in some form for most of...
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