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...Case Study – KFC Japan INTRODUCTION Kentucky Fried Chicken (KFC) was set up by Harland Sanders. In the first decades of the enterprise there were no management systems or strategic controls. However, it worked fine in the beginning, mainly because for launching new franchises an entrepreneurial spark was fundamental. Nevertheless, the company grew and after suffering declines in sales and profits the implementation of strategic planning, which was introduced by Michael Miles in late 1975, seemed to be an adequate measure to solve the problems. By 1979, the various programs of the strategic planning progress were beginning to show results. Anyhow, some foreign subsidiaries resisted and didn’t want to adopt these measurements. PROBLEM STATEMENT One of the main problems KFC was facing, was that foreign subsidiaries were not willing to adapt standards – like strategic planning - imposed by the headquarter. Especially KFC-J has been strongly resisting the implementation of administrative operational controls and systems. Should the headquarters be prepared to accept operational variations? Moreover, it had to be clarified what was an appropriate level of performance expectations for overseas units. Even though it was obvious that KFC had to maintain its drive for aggressive growth, there was incertitude about how to ensure the continuance of such growth. Additionally, there was the issue of how to expand into new markets and countries successfully. KFC had very limited...
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...consistently decrease. The primary constituent, the consuming public, has been left to decipher the mixed messages presented by the Kentucky Fried Chicken brand. Through the implementation of a three-phase strategy, Kentucky Fried Chicken will be able to reestablish itself as a profitable leader in the fast food chicken industry. The design of a logo and company name, in conjunction with a healthy menu that properly embodies the meaning of the brand will be the key to a clear identity. The final piece of the equation requires a comprehensive, nationwide advertising plan to re-launch the contemporary and comprehensible identity of the Kentucky Fried Chicken brand. II. The Company The American fast food chain Kentucky Fried Chicken (KFC) was a family run business, founded in 1930 by Harland Sanders in Corbin, Kentucky. The Sanders Court and Café featured Southern comfort foods, specifically the widely enjoyed fried chicken. Sanders began franchising his secret recipe throughout the 1950’s and 1960’s. Following the sale of Sander’s interest in his company to a group of investors in 1964, Kentucky Fried Chicken was taken public, as...
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...KFC-Japan history from the beginning gives a good picture of the different existing ways of managing subsidiaries. Lessons learned from successive managers can help us to identify what is the best way of seizing external opportunities in a given situation. The dilemmas KFC is facing at the different stages of her history which can be represented with the three stages theory describes well the organizational and operational challenges usually faced by a “transnational” company. Each appointed manager represents a specific way of managing subsidiaries or a stage of the “three stages theory”. At the beginnings, each country manager was on his own to make a success of his venture, and most had to learn the business form scratch. From this start point, the main issue is to determinate the appropriate level of control in this given situation. The issue of performance measurement is closely linked to the one of the level of control. On one hand, standardization facilitates performance measurement and control, but can also lead to counter performances if excessive. In this respect, it is very important to determine the expected level of performance (the same everywhere?). On the other hand, tolerating exceptions tends to weaken the whole system. KFC development until the critical point of confrontation illustrates one of the existing methods of launching a new activity overseas (I). Conflicts between headquarters and KFC-J raise a number of issues which well depict...
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...PROJECT REPORT KENTUCKY FRIED CHICKEN [pic] COURSE ID: CIS-101 COURSE NAME: FUNDAMENTAL OF COMPUTER SYSTEM PURPOSE OF THE REPORT: FINAL PROJECT SUBMITTED BY: INTANGIBLE GROUP SUBMITTED TO: DR. MAHADY HASAN DATE OF SUBMISSION: 25.04.201 INDEPENDENT UNIVERSITY, BANGLADESH Acknowledgements: This project cannot be completed without active support from different sources. We have been lucky in this respect & received advice and assistance from many directions. Among our contemporary benefactors, we would like to pay our deepest gratitude and heartiest tribute to our instructor Mr. Mahady Hasan for his successful guidance and very friendly conduct to complete this work. His kind and friendly behavior can’t be forgotten at all. Finally, we are thankful to our friends for their support and encouragement, . • Introduction of KFC: 4 • Company Overview: 9 • Product and Services: 12 • Conclusion: 25 • References: 28 • Appendix: 29 Introduction of KFC: Background: Kentucky Fried Chicken was founded by Harland Sanders in Corbin, Kentucky. Harland Sanders was born on a small farm in Henryville, Indiana, America, in 1890. Sanders loved to cook and to invent a new recipe. One day he tested to mix eleven herbs...
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...Topic: Industry/Strategy Analysis for YUM Brands Introduction Yum Brands based in Louisville, Kentucky, is one of the world’s largest restaurant companies with over 41,000 restaurants in more than 125 countries and territories. Primarily through the three concepts of KFC, Pizza Hut and Taco Bell (the “Concepts”), the Company develops, operates, franchises and licenses a worldwide system of restaurants which prepare, package and sell a menu of competitively priced food items. Their restaurant brands – KFC, Pizza Hut and Taco Bell – are the global leaders of the chicken, pizza and Mexican-style food categories. Their goal is to continue to build three global, iconic brands that people trust and champion. They are evolving KFC, Pizza Hut and Taco Bell into more relevant, engaged, connected and caring global brands. Industry/Strategy analysis Industry Analysis Demand Even though US encounters cautions consumer spending, sluggish economic growth in the first quarter of 2014, customers’ demand in the restaurant industry is still stabilizing after years of declines, which can be found from the recent US sales trends. According to S&P industry surveys, the largest US restaurants as a group continued to recover in 2013 from the great recession. There are a number of reasons discussed as following: First, fast-food restaurant consumption is an important lifestyle for each individual. Restaurants are offering products and services that consumers actively seek out and enjoy;...
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...Company History: KFC Corporation is the largest fast-food chicken operator, developer, and franchiser in the world. KFC primarily sells chicken pieces, wraps, salads and sandwiches. While its primary focus is fried chicken, KFC also offers a line of roasted chicken products, side dishes and desserts. Outside North America, KFC offers beef based products such as hamburgers or kebabs, pork based products such as ribs and other regional fare. KFC, a wholly owned subsidiary of PepsiCo, Inc. until late 1997, operates over 5,000 units in the United States, approximately 60 percent of which are franchises. Internationally, KFC has more than 3,700 units, of which two-thirds are also franchised. In addition to direct franchising and wholly owned operations, the company participates in joint ventures, and continues investigating alternative venues to gain market share in the increasingly competitive fast-food market. In late 1997 the company expected to become a wholly owned subsidiary of Tricon Global Restaurants, Inc., to be formed from the spinoff of PepsiCo's restaurant holdings. New Management for Kentucky Fried Chicken In 1964 Sanders sold Kentucky Fried Chicken for $2 million and a per-year salary of $40,000 for public appearances; that salary later rose to $200,000. The offer came from an investor group headed by John Y. Brown, Jr. a 29-year-old graduate of the University of Kentucky law school, and Nashville financier John (Jack) Massey. A notable member of the investor...
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...Green Marketing Plan Mustafa Ahmed (21626669) Table of Contents Executive Summary..............................................................................................................1 Situation Analysis.................................................................................................................2 Industry Analysis..................................................................................................................4 Customer Analysis................................................................................................................5 Competitor Analysis..............................................................................................................7 Internal Analysis....................................................................................................................8 Objectives..............................................................................................................................9 Green Marketing Strategy......................................................................................................10 References..............................................................................................................................13 Executive Summary The purpose of this plan is to analyse the environmental efforts of the Nando’s Carnegie branch, and to develop strategies that propels them a step closer towards a more eco-friendly and sustainable future. Nando’s...
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...1. Introduction : No Business can run in vacant place so they need environment to operate the business. Environment may be the internal or external. Internal environment means the inside the organization with employees, management, organizational culture etc. on the other hand external environment is beyond the internal environment. It is consist micro and macro environment where, marketing environment is composed all the outside factor which directly or indirectly affects in our organization. It is difficult to control, unpredictable and hard to prepare. This report is highly based on external environment of Hungry Jacks Pvt.Ltd in Australia and find out the different opportunities and threat by implementing the SWOT analysis. 2.Case...
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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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...CHAPTER 1: 1.1 Introduction Strong brand equity had become a very important factor that influences consumer’s perceptions of a brand. Success in brand management arises from understanding and managing brand equity correctly to produce strong attributes that will influence consumers when making their choices. The research focused on the importance of these dimensions (brand awareness, brand loyalty, brand image and perceived quality) of customer-based brand equity on consumer’s perceptions of a brand. This was based on the assumption that all these dimensions of customer based-brand equity will have influence on consumer’s perceptions of brand. However, the thesis aimed to find out which among three dimensions (brand image, brand loyalty and perceived quality) appear to have the least brand equity in both restaurants and to find out if customer perception is met with respect to each attribute of brand awareness, brand image, perceived quality and brand loyalty. Brand awareness was treated separately from other dimensions because of the difference in scale. A structured questionnaire was constructed to provide answers to our research question. In this study, a number of questionnaires were distributed, but only sixteen useable questionnaires were realized. The study surveyed four dimensions of consumer’s based-brand equity namely brand awareness, brand image, perceived quality and brand loyalty. Among the three dimensions, brand loyalty appears to have the least brand equity...
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...Kentucky Fried Chicken KFC is the largest fast-food chain in Malaysia and Brunei, serving world famous Original Recipe fried chicken which contains secret blend of 11 herbs and spices. Apart from serving finger-licking good food, they continuously aim for high quality and are committed to ensure food safety by stringent control to maintain their standards. Products They cook their products well above the minimum temperature recommended by WHO. They have developed standard procedure that would minimize risk of cross contamination between raw and ready-to-eat products. They provide information on the nutritional values of KFC products to assist their customers in planning a wholesome and balanced meal. For frying all of their products, they use non-hydrogenated palm oil that contains insignificant amount of trans fat and it is 100% cholesterol free. They have a team of food technologists constantly experimenting with new flavors and creative concepts to provide more value, choices and healthy options for their customers. Apart from introducing international products into our market, they have also developed some popular local flavors designed to enable their customers to enjoy an exciting dining experience. KENTUCKY FRIED CHICKEN Food, fun & Festivity, this is what KFC is all leading the market since its inception. KFC provides the ultimate chicken meals for a chicken loving nation. Be it colonel sanders secret original recipe chicken or the hot & spicy version...
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...7/24/13 Marketing food: I'm loving McD's | warc.com About us▼ Help▼ Store▼ | Free Trial Log In Search ALL OF WARC Advanced Search Title: Authors: Source: Indexed in: Marketing food: I'm loving McD's Tom Roach Admap: November 2012 MORE ARTICLES ABOUT Brand and product choice Brand strategy Brand and product choice Brand strategy Show all Fast food, takeaway outlets Summary This article looks at McDonald's recovery from a period of falling sales, with lessons for the rest of the fast-food sector. The Quick Service Restaurants sector has been steadily growing over the past few years, boosted by the smaller sub-sector of 'fast casual dining', while non-branded, independent restaurants are suffering. Reasons for this shift are that consumers need to trust the food offered, that they love brands and are looking for family appeal. McDonald's communications has been built on four marketing pillars: value, variety, favourites and trust, leading the way back to strong growth. Restaurants and takeaways Food, diet and obesity Marketing food: I'm loving McD's Tom Roach Leo Burnett If you enjoy this article from Admap, find out more about subscribing to Admap and Warc. This article may be shared or reproduced online, provided the contents are not altered and the source is acknowledged as: Reproduced from Admap with permission. © Copyright Warc. www.warc.com/admap Six years ago, the McDonald's brand was severely damaged by media castigation of the products'...
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...McDonald’s Mobility Van marketing control Sales objective Sales forecasts and Quotas Expenditure against budget Periodic evolution of all marketing objectives Marketing activity timetable Readjustment to the marketing plan preparing for the future What are your ideas for 2030? sales objective To build up an effective and trendy strategy for McDonald’s by adopting the mobility van which can be setup at any place, at any time with best quality and friendly staff. These new plan help MacDonald’s to grow its business to another level with prosperous benefits which have great impact on sales. Let say the objectives of McDonald’s are: i. Advertising the new plan which helps us to drive traffic to the McDonald’s if they are effective. ii. Convert the website and make more people to know about this new idea iii. Additional training for the sales staff iv. To increase the profit 20% every year v. Start using mobile SMS and MMS service to reach your previous buyers. sales forecasts and quotas McDonald’s is one of the largest chain of hamburger fast food restaurants since 1940. The sales of McDonald’s take place in many parts of the glob and have high sales by implementing this mobility McDonald’s van the sales rate will increase tremendously. The above statistics only shows the expected sales forecast of the new strategy and is still can be expected to grow more than the 38 billion dollars. Quotas Monthly forecast Quotas are used to set target sales...
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