...SECONDARY RESEARCH Secondary research is also known as desk research and it consist the data which has already been produce it can be quantitative, qualitative or historical also it can be seen as internal data and as well as external data. Secondary research is the process which involves collecting data it may be originator or distributor of primary research, secondary sources include documents, letter, diaries, autobiographies and referencing other forms of research and quotes. KFC they are able to save money and time through having enough employees who are able to do most on the work which saves time as well as money because they will serve more customers in a short period of time. KFC are able to get information and access information...
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...Comparative Study of McDonald's and Kentucky Fried Chicken (KFC) Development in China Wei Hu & Yuanyuan Xie Bachelor’s Thesis 28. 04. 2013 International Business Administration Bachelor’s degree (UAS) SAVONIA UNIVERSITY OF APPLIED SCIENCES THESIS Abstract Field of Study Social Sciences, Business and Administration Degree Programme Degree Programme in International Business Author(s) Wei Hu & Yuanyuan Xie Title of Thesis Comparative Study of McDonald's and Kentucky Fried Chicken (KFC) development in China Date 28.04.2013 Pages/Appendices 53+2 Supervisor(s) Jari Niemelä &Heikki Likitalo Client Organization/Partners McDonald's Corporation & Kentucky Fried Chicken Corporation Abstract McDonald's and KFC are two international fast food restaurants. They both expended their businesses in global scale. It is obvious that McDonald surpassed KFC in terms of sales and fame in international level. However, in China, KFC performs better than McDonald's. The aim of this study is to find out how these two companies developed differently in Chinese market. By making a comparative study of McDonald's and KFC, different operation and competitive strategy theory will be integrated with their development situation. Research is made based on strategy theory, Internet sources and interviews. The thesis is started with general information, Chinese fast food industrial situation introduction and thesis structure. After having introduced the two companies background, we illustrated strategy...
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...Comparative Study of McDonald's and Kentucky Fried Chicken (KFC) Development in China Wei Hu & Yuanyuan Xie Bachelor’s Thesis 28. 04. 2013 International Business Administration Bachelor’s degree (UAS) SAVONIA UNIVERSITY OF APPLIED SCIENCES THESIS Abstract Field of Study Social Sciences, Business and Administration Degree Programme Degree Programme in International Business Author(s) Wei Hu & Yuanyuan Xie Title of Thesis Comparative Study of McDonald's and Kentucky Fried Chicken (KFC) development in China Date 28.04.2013 Pages/Appendices 53+2 Supervisor(s) Jari Niemelä &Heikki Likitalo Client Organization/Partners McDonald's Corporation & Kentucky Fried Chicken Corporation Abstract McDonald's and KFC are two international fast food restaurants. They both expended their businesses in global scale. It is obvious that McDonald surpassed KFC in terms of sales and fame in international level. However, in China, KFC performs better than McDonald's. The aim of this study is to find out how these two companies developed differently in Chinese market. By making a comparative study of McDonald's and KFC, different operation and competitive strategy theory will be integrated with their development situation. Research is made based on strategy theory, Internet sources and interviews. The thesis is started with general information, Chinese fast food industrial situation introduction and thesis structure. After having introduced the two companies background, we illustrated strategy...
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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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...antiquity those who were excelled in warfare result that they would not be defeated and then waited for opportunities to defeat the enemy. Positioning means that importance to defend the existing position lead you to move in advance on your opponents and how you must recognize for the opportunities to defeat the enemy. As indicate in business application, according to the Product Life Cycle there are 3 stages. According to the above as Sun Zi said, this is the first stage of the Product Life Cycle. If your company would like to come out a new product wait for the good opportunity and see the external environment such as government policy, competitor’s strategy, consumer behaviour, trend, supplier and more. The manager of the company have to do some research about the current market, collect more information, build up connection, build up strong financial background, build up internal culture and Research and Development in order to succeed in the future. The vital action is being well prepared before the opportunity coming. In this stage, when an established company comes out with a new product and the product may invest a lot of research and development capital. However the investor might not getting good returns or feedback when compare with the effort they are putting. In other words, this also show an indication that the company to rest and do another well preparation before they start over again for the next battle. As a leader or the top management, must have advance...
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...Rashed-Al-Karim, faculty of Business Administration as a mandatory requirement of the Business Research Methodology [BRM-430] course. The research proposal has to be prepared based on the knowledge and experience gained from researcher’s BRM-430 course. SWOT analysis has been considered to be a very important tool of market analysis in the recent years. SWOT analysis can be referred to an evaluation of companies’ strengths, weaknesses, opportunities and threats. (Kotler & Armstrong, 2010:53-54) 2. Problem Statement Every company has some weaknesses and evils. Weaknesses include internal limitations and negative situational factors that may interfere with the company’s performance. Threats are the external factors or trends that may present challenges to performance. (Keller & Kotler, 2010:168-169). The researcher will find out the weaknesses, threats, opportunities and strengths. 3. Importance/Advantages Eliminating or overcoming the weaknesses and minimizing the threats marketing analysis like SWOT analysis will lead to operational excellence of an organization. Internal capabilities like strengths help to reach its objectives. (Keller & Kotler, 2010:169-170). 4. Purpose of the Research 1. To gather primary ideas about KFC as a fast food company serving in Bangladesh. 2. To understand the strengths and weakness of the products and services of KFC. 3. To understand the influencing factors like Growth Opportunities & Threats of KFC. 5. Company overview KFC in Bangladesh: ...
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...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. It is easy to hear that a company in the high-tech industry or car industry makes a lot of money, but when a company is founded to sell food, one cannot help but wonder if such a company can be profitable and if it uses business strategies like any other company...
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...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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...Hoi Shan Wu Prof. Dennis Lee Doing Business in China 16 May 2017 KFC in China As China develops the pace of life has gotten quicker. The Chinese people’s demand for fast food service with good hygiene has grown due to fit their busier lifestyle. An analyst from China Venture Group, Wan GE, said that fast-food has become the first choice for 85% of Chinese city residents when eating out. (Hu and Chen) The fast-food industry in China is fast growing with an 11.6% growth from 2010 to 2015. (Fast-Food Restaurants in China: Market Research Report) Kentucky Fried Chicken (KFC) a subsidiary of YUM! Brands, was the first quick-service restaurant (QSR) to enter China in 1987, and remains China’s number one QSR today with more than 5000 restaurants in over 1100 cities. (Yum! Restaurants in China) KFC started as a joint venture company; 60% stake held by KFC, 27% by the Beijing Tourist Bureau and 13% by Beijing Food Production. In 1988, Bank of China bought 25% of the venture, diluting KFC to 51% of shares. The first KFC was opened in Beijing, Qianmen, five minutes away from Tiananmen square. (Qingfen) When KFC first entered China, it was a great success. It was an eye-opener into American cuisine and culture. Chinese consumers had the perception that anything from the west is the best; since KFC is from the west it was the best. Chicken is the second preference of meat followed by pork in China. Naturally Chinese customers loved KFC’s fried chicken not only because of the product...
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...I. ISSUES In 1996, KFC remained the world’s largest chicken restaurant chain and third largest fast food chain. It held over 50 percent of the U.S market in terms of sales and ended 1995 with over 9000 restaurants worldwide. KFC opened 234 new restaurants in 1995 and operated in the 68 countries. One of the first fast food chains to international during the late 1960’s, KFC had developed one of the world’s most recognizable brands. Despite of the KFC’s past success in the U.S market, much of the KFC’s growth was driven by its international operations, which accounted for 94 percent of all KFC restaurants built in 1994 and for 100 percent of the increase in 1995. Domestically the restaurant count dropped by seven restaurants because of unit closures, intense competition among the largest fast food competitors resulted in a number of obstacles to further expansion in the U.S market. Expansion of free standing restaurants was particularly difficult. Fewer sites were available for new construction and those sites, because of their increase cost, were driving profit margins down. However the most critical or major issue of this case in the future will be their ability to handle changes. Their system is older, in terms of facilities and product form, and their attitudes still don’t reflect the realities of their changing business environment. One on the great challenges at KFC is that there is a lot that needs fixing and the...
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...effect on a business which includes information sharing, business planning and decision making on an enterprise-wide basis, Therefore it allows each department to share information and communicate which greatly benefit for a more productive and effective business flow. ERP is one of the newest Information Technology System which is implemented on all KFC Restaurants around the world which is used to analyze and integrates all of business processes. Enhancing the customer relationship is one of the main features coming under the core objectives of every ERP system, the newest web-based system enables quick generation of inventory, sales and revenue report which is very effective for every QSR Restaurants including KFC. There are various modules in ERP system including Finance, Human Resource Management, Manufacturing, Project Management etc. KFC is a major quick serving restaurant (QSR) with stores located in 109 countries and territories around the world and serves over 12 million customers every day generating nearly $10 billion a year, Founded by Col. Harland Sanders and based in Louisville, Kentucky USA, it is now the world’s most popular chicken restaurant fast food chain specialized in Original Recipe, Hot and Crispy Chicken and freshly made chicken sandwiches. 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 which implement ERP system on their everyday business transactions...
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...[pic] Introduction Kentucky Fried Chicken (KFC)- one of the most known fast food chains in the world started in the early 1930's by Kernel Sanders in the Southern USA as a small franchise operation. Colonel Sanders has become a well known personality throughout thousands of KFC restaurants World wide. Quality, service and cleanliness (QSC)represents the most critical success factors to KFC's global success. Food, Fun & Festivity, this is what KFC is all about. Leading the market since its inception, KFC provides the ultimate chicken meals for the Chicken Loving Nation. Be it Colonel Sanders secret Original Recipe Chicken or the Hot & Spicy version, every bite brings a YUM on the face. At KFC we proudly say: KFC has more than 11,000 restaurants in more than 80 countries and territories around the World. 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 KFC is part of Yum! Brands, Inc., however in the case of Pakistan KFC build the relation of Quality Service and clealiness for Customer 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) “We Do Chicken Right” ...
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...Branding and Consumer behavior of McDonalds and KFC Introduction and Background to the research The UK fast-food market is worth an estimated £7.82 billion annually (Keynote, 2003), amounting to an average expense of £20/month per adult (McDonald, 2003). Due to busier consumer lifestyles and dual-working families with children, emphasis is increasingly being placed on quick meal solutions (Atkins and Bowler, 2001). This has resulted in a market growth of 19 per cent in fast food since 1998 (Keynote, 2003). UK consumers tend to regard convenience and wholesomeness as polar opposites, rather than a complementary type of food value (Jack et al., 1998). The factor of choice is characteristically broad in UK, owing to the willingness of the British to adapt to new styles of eating and drinking from all over the world. Portuguese chicken, Japanese sushi and Spanish tapas have joined the more traditional curry houses and French or Italian restaurants found in most British towns. However, the most traditional British venue - the local pub or hotel - still has the highest sector share of formal, sit-down restaurant meals. These results do not include the fast food such as burgers and fried chicken. On the other hand, other distinct concepts include pizza, curry and roadside restaurants. Background of KFC and McDonalds McDonalds is the world’s largest chain of hamburger fast food restaurants, serving more than 58 million customers daily. McDonald’s headquarters is located in Oak Brook...
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...foodservice industry in Vietnam. Chained players are likely to record a better performance than independent over the past few years. The main reason for this is that more people pay attention to service quality and food safety standards while chained operations are perceived in Vietnamese eyes as delivering better standards in this regard. Major cities such as Ho Chi Minh City and Hanoi will remain the centre of the fast food industry. KFC entered the Vietnamese in 12/1997 in Ho Chi Minh City. KFC is commonly known in Vietnam under the special name “Ga ran KFC” — a fast food restaurant chain serving the meals made from chicken, hamburgers and the most famous meal is fried chicken sandwiches, chicken pot pies, crispy chicken strips, wraps and salads. KFC is part of Yum! Brands, Inc., the world's largest restaurant company in terms of restaurant system, with more than 36,000 locations around the world. To this day, among big competitive brands, KFC is the market leader in Vietnam with over 140 restaurants throughout Vietnam. KFC was one of the first international players to enter the Vietnamese fast food category. The brand’s main competitive advantages were its long-standing presence, affordable price and customized dishes based on Vietnamese preferences. The company possessed an effective and nationwide outlet network, with all outlets being...
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...suggested in this report. We will know about the targeting strategy and buyer behavior from this report after our analysis. Lastly, we would like to suggest a new positioning strategy for our company too. (Urmi Saha, n.d.) KFC, Kentucky Fried Chicken is the largest and the most famous brand quick service restaurant of the fast food in Malaysia. In Malaysia, the first KFC restaurant was opened at Jalan Tunku Abdul Rahman in 1973. (Center Blog, 2009) Today there are more than 500 KFC Restaurants across the nation and still counting. At first KFC utilized stove-top secured cooking pots to broil its chicken. In the 1960s, the formally recommended model was the L S Hartzog created "KFC 20-Head Cooker" which cost $16,000. The Hartzog model had no oil filtration framework, implying that filtering must be done physically, and the pressure fryers occasionally exploded, this always hurt their employeees. In 1969, innovator and engineer Winston L. Shelton built up the "Collectramatic" pressurized fryer to solve the issues KFC confronted in rapidly frying chicken to take care of developing client demand. The Collectramatic utilized exactness time and temperature controls and self-separated the cooking oil – all while meeting Colonel Sander's unbelievable high quality standards. (KFC, 2015) 1.1 Explain the various elements of the marketing process The diagram above showed the...
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