...Background KFC began with Colonel Harland Sanders. He discovered his penchant for cooking when he was only 9 years old. Through the years he grew up to become a personage the world knows as Colonel Sanders, founder of KFC. He reached celebrity status in 1952, when he decided to franchise his famous Kentucky Fried Chicken recipe blends of 11 herbs and spices to the rest of America. By the early 70's, that special recipe reached Malaysia. Today, KFC Malaysia continues to serve finger lickin' good, succulent pieces of chicken. The flavourful blends of 11 herbs and spices give KFC's delicious aroma. With the chicken's natural juices sealed-in, leaving a special mouth watering taste that cannot be replaced. KFC prides itself as a fast-food restaurant that give customers great tasting chicken with a selection of home-styled side dishes and desserts to make a wholesome, complete and satisfying meal. KFC Malaysia The first KFC restaurant was opened in 1973 on Jalan Tunku Abdul Rahman. Today there are more than 500 KFC Restaurants nationwide and still counting. Great tasting chicken has become synonymous with KFC; and has been enjoyed by Malaysians ever since. In fact, KFC Malaysia has developed a distinctive Malaysian personality of its own. ESPECIALLY FOR MALAYSIANS We are an establishment that is run by Malaysians and managed by Malaysians; we took it upon ourselves to create a selection of food that would make Malaysia proud on the international scene. Kentucky...
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...kfc Research Team KFC Final Research Plan Book Spring 2009 Stacey Ackerman, Tom Bass, Juliette Burguieres, Brian Cash Table of Contents 1. Overview of Research…………………………………………(3) 2. Situational Analysis Summary………………………………..(4) 3. Research I (Survey) a. Survey Plan……………………………………………....(9) b. Survey Sample………………………………………..…(11) c. Summary of Results…………………………………......(15) 4. Research II a. Research Work Order…………………………………..(19) b. Research Plan……………………………………………(21) c. Moderator’s Guide………………………………………(23) d. Concept Test Results………………………………….…(25) 5. Research III a. Research Work Order………………………………...…(30) b. Overview of Plan…………………………………….…...(32) c. Moderator’s Guide…………………………………….....(34) d. Copy Test Results…………………………………….…..(36) 6. Summary of Contribution To The Agency Team ………….....(46) 7. References………………………………………………………..(44) Overview of Research Beginning with the situation analysis, we analyzed the market situation that KFC is facing in terms of Company/Product, Competition, and Consumers. We provided our own insights as to why we saw certain trends or patterns. Then, we conducted a survey targeting college students to understand the market. We focused on the health perceptions for consumers of KFC, their products, their competition and competition’s products. We then conducted our first...
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...REPORT ON KFC KFC [Type the company address] [Type the phone number] [Type the fax number] 12/27/2012 Quartulain Shah BY :Abdul Moiz PREFACE This report focus on KFC marketing strategies, its marketing environment , demographic factor ,marketing factors. I designed a report to provide a brief description about its marketing mix & its major competitors in Pakistan. We also discuss four P’s of marketing & their marketing tools. In addition to it, this report includes a research base survey on KFC. We all have tried our level best to fulfil all the requirements mentioned to us. Now its depend upon the reader to read it carefully and understand what we want to communicate. This report provides a brief knowledge about KFC in Pakistan. ABOUT KFC 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 Worldwide. 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...
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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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...[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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...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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...of companies should be use the ethical decision to development their business on the right way because it’s a behavior of company showing to the publics and also responsible to social or public. The decision of company might be influence the company and public if they are taking the unethical idea to run for business. Therefore, the decision makers have to consider the benefits of company and to avoid the bad influence for public before make any decision. Kentucky Fried Chicken (KFC) is a well known fast food brand in the world; it was founded by Colonel Harland Sanders in 1952. (KFC.com) KFC is a chain restaurant in the world to selling fried chicken to customers; it has more than 11,000 branches in more than 80 nations over the world. The products of KFC selling are fried chicken, nudges, sandwiches, desserts, salads and so on. In addition, KFC not only selling the food also selling the service to customer to attract them comes to having meal at there. Kentucky Fried Chicken is one of the well-known fast food restaurants in the world. It operates in 74 countries and territories throughout the world. KFC began with Colonel Harland Sanders. He discovered his penchant for cooking when he was only 9 years old. Through the years he grew up to become a personage the world knows as Colonel Sanders, founder of KFC. KFC has more than 11,000 branches in more than 80 nations and territories all over the world. KFC now regarded as the most chicken restaurant chain. With the chicken's...
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...International Business, M.A., 02nd semester International Strategy and Operations Management Summersemester 2014 Dr. Nils Stieglitz Eugen Hölzl, Jia Luo, Bingqi Tang, Xinhe Liu, Matriculation-no.: 493 396 5 Matriculation-no.: 492 574 4 Matriculation-no.: 493 581 6 Matriculation-no.: 492 682 8 1/3 KFC entered the Chinese market in 1987 as an American company. 27 years later, KFC has established its presence in virtually every larger Chinese city and has developed its localization to an astonishing degree. KFC’s performance in the Chinese market significantly outgrew the brand’s performance in its home market in terms of revenue and outlet numbers. With more than 4.500 outlets, KFC China generates more than half of its yearly revenue for the Kentucky based Yum! Brands. There is no doubt that KFC China has written an impressive page in the history of western brands succeeding in the Chinese market. The aim of our case study was to answer three questions: what made KFC so successful in China? Which challenges and opportunities does the company face today? And which strategies are and/or should be in place? To answer the first question, standard macro-analysis tools were used and a detailed look at the market environment at the time of market entry was taken as well as the measures KFC undertook by then. The following are the factors that we believe contributed to KFC China’s success: Reposition: KFC’s reposition into a Chinese style western brand enabled KFC to catch the market...
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...Bachelor of Business Management (Hons) in General Management BUSINESS ETHICS ASSIGNMENT NAME: MOHAMED HASRIQ BIN ALI STUDENT ID: SCM 016703 LECTURE: MRS MALATHI Table of content NO | TOPICS | PAGE | 1 | Table of content | 2 | 2 | Background | 3 | 3 | Dilemmas | 4 | 4 | Strategies of the company | 5 | 5 | Recommended solution | 6 | 6 | Executive summary | 6 | 7 | Referencing | 7 | Introduction As we all know Kentucky Fried Chicken (KFC) is among of the popular fast food restaurant with their delicious secret recipe fried chicken and that was named Yum!Brand before Kentucky Fried Chicken and was started in Louisville. The idea of opening this restaurant was in 1930 and the founder of Kentucky Fried Chicken is Colonel Harland Sanders in 1952. The company has become a well known chicken chain restaurant with their trademarked slogan “its finger lickin’ good” and currently this company is expanding their business by doing some ethical social responsibilities like the KFC Colonel’s Scholars Program for years. Plus the program offered $20 000 to the high school and they are planning to open a university or college of KFC. In this report includes the discussion of the dilemmas that Kentucky Fried Chicken (KFC) facing together with theories, how the company manages their strategies to overcome the dilemmas and some of the recommendations solution...
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...BA 304 Marketing Management Individual Assignment “Colonel comes to Japan” KFC case study Presented Colonel Comes to Japan This case study we going to talk about how and when KFC come to japan? KFC (Kentucky Fried Chicken) is the biggest company that everyone know as a fast food restaurant that serve a quality fried chicken around the world but some people don’t know how KFC come to be famous in in the world including Japan. KFC (Kentucky Fried Chicken) was founded by Colonel Harland Sanders, and the first "Kentucky Fried Chicken" franchise opened in Salt Lake City, Utah in 1952. KFC was one of the first fast-food chains to expand internationally, opening outlets in England, Mexico and Jamaica by the mid-1960s. Throughout the 1970s and 80s. The chain continued to expand overseas. A series of documentary programs examining the American business community with concentration on the attempt by American fast food chain Kentucky Fried Chicken to gain a foothold in the protected Japanese market. Focusing on the daily duties of Loy Weston, chair of Kentucky Fried Chicken in Japan, the program examines the cultural differences, which had to be overcome for the American poultry powerhouse to open and maintain over 300 restaurants in Japan in eleven years. Highlights include the following: footage of many life-size statues of "Colonel Harlan Sanders" -- the chicken chain's apocryphal antebellum progenitor - on the back of a flatbed truck being hauled to various franchise...
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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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...SUMMARY Boasting a secret recipe of numerous spices and “finger licking good” chicken meals, KFC was started by Harland Sanders as a tiny restaurant called “Sander’s Court and Café” at a gas station. Now, a more than 11000 restaurants in 85 countries, KFC is the world’s largest chicken fast-food restaurant and one of the top fast-food chains worldwide. It was also one of the first fast food restaurants to go international4 and is popular in many countries. After having gone through many different hands, KFC is now under Yum! Brands Inc together with A&W All-American, Food Restaurants, Long John Silver’s, Pizza Hut, and Taco Bell. With a market such as China with a longstanding tradition, KFC executes must realize that they are faced with customers very different from the rest of the world. It cannot distribute the exact same products there as it does in every other part of the world. As they are faced with different markets, KFC must learn to adjust its products accordingly. Like most multinational companies, KFC was first attracted to China by the size of the country’s market potential which is 1.3 billion people, 20% of the world’s total. China is a market with a few thousand years of recorded history, a deeply entrenched culture, and very different from the West. KFC’s decision to pursue a broad and active localization strategy in China began with the assembly of its local leadership team made up of US-educated ethnic Chinese drawn from Taiwan and other parts of...
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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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...| KFC in Pakistan | Case Study | Submitted by: S.M. Ahtashamul Hoque April 12, 2013 HISTORY OF KFC Historically fast food industry had emerged in the 1920’s to cater the needs of American busy lifestyle. “White Castle” is generally considered the first fast food restaurant started in 1921. Later on, many other fast food brands have launched their operation & became successful. Basically fast Food Industry boom took place during the period of 1950s to 70s in which many successful global brands started their operation. Globally some famous fast food brands are KFC (1952), McDonald (1940s), Burger King (1954), Arby’s (1964), and Wendy’s (1974). Kentucky Fried Chicken (KFC) is founded by Colonel Harland Sanders is one of the most recognized fast food chains in America. Recently it is owned by PepsiCo and became the part of their Tricon Global Restaurant Division, now a day known as “Yum Brand”. KFC operates in more than 80 countries & territories with over 11000 outlets today serving some 8 million customers every day. Along with core product line fried chicken, they have been satisfying customers with Chicken Nuggets, Popcorn chicken, Hamburgers, Pork ribs & a variety of desserts. KFC- PAKISTAN: KFC launched its operation in Pakistan in 1996, opening its 1st outlet at Gulshan e iqbal, Karachi in January’ 1997. It has got a tremendous market in Pakistan & currently operating in 11 cities with 40 outlets nationwide. The franchise right of KFC Pakistan...
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...Introduction The purpose of this assignment is to focused to provide learns with the knowledge on different components of marketing process and able to assess the benefits and costs of a marketing orientation for KFC Holdings (M) Berhad. Macro and micro environmental factors able to see and the buyer behaviour can affect marketing decisions. KFC continues to develop in Asia. KFC come to Malaysia in 1973, the American establishment fast food since has extending forcefully to become the biggest Fast Food chain in Malaysia, it has 275 outlets. In Malaysia, KFC fast food restaurant was first opened in year 1973 on Jalan Tunku Abdul Rahman. The headquarter of KFC is located at Jalan Sultan Ismail,Kuala Lumpur. In year 2013, there are total of 579 outlets nationwide. Projek Penyayang KFC was established in year 1995 that provide food to 150++ homes every quarter. In addition, they have make an effort to enable orphans and underprivileged kids to enjoy their meals at KFC. Every year over 6,500 children are treated with “so good” food. Today, 3 of KFC Restaurants are controlled by speech and hearing-impaired staffs that was intended to serve physically challenge people. They serve to disperse the myth that an inability obstruct a man from driving an ordinary life and gives them a feeling of certainty and self-regard. Task 1 a) Explain any TWO (2) of the various elements of the marketing process in relation to the organization Create value for customers and build customer...
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