...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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...and process of marketing The marketing concept is the viewpoint that trades should find out what the customers want and then make decisions to achieve those wants, better than the rivalry. Today most trades adopted the marketing concept, but this has not always been the situation. The process of doing so can be demonstrate in a sequence of stage: the situation is examined to categorise opportunities, the plan is expressed for a value scheme, planned decisions are mode, the strategy is implemented and the results are examined. http://us.123rf.com/400wm/400/400/dskdesign/dskdesign1207/dskdesign120700077/14652330-marketing-process-concept--segmentation--targeting--positioning--approaching.jpg Explanation of the various elements of the marketing process. Step 1 – swot analysis Step 2 – segmentation, targeting, positioning Step 3 – marketing mix Step 4 – implementation – go out there and sell your product no time to Step 5 – control Swot analysis An important part of the planning process is observing at the present position of the business and trying to choose how factors outside of the business might affect the business. Business do a SWOT examination as a way of determining which marketing strategy to use. The business does a review on the interior and exterior nature of the business looking at the current and upcoming condition. An audit is a review of all the business’ doings. Example of a business swot analysis KFC Strengths...
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...included a marketing plan for our organization so that the marketing performance gets to improve. The marketing processes which can helps company to have a more understanding about the market are going to discuss in this report. Besides, benefit and cost of adopting a marketing orientation and the marketing environment which influence the marketing decisions are also included in this report too. Other than that, the segmentation criteria of the company are also 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...
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...fast food service provider. KFC, which is one of its subsidiaries, not only specializes in fried chicken but is also the leading brand for it. KFC China, since its inception, has been growing at a very fast pace. It has taken astute strategic steps to establish itself in China. It had various key competitive advantages which permitted it to expand to more than 4000 outlets in China (Bell and Shelman, 2011). The company hired a managerial team from Taiwan which had an experience of more than 15 years in the fast food industry (Cho, 2009). It introduced a new concept of high-end, modern and western fast food in China. People considered KFC to be a nice place where they could take their dates. The Chinese love fried chicken, which is probably one of key reasons it has a competitive advantage over the beef focused MacDonald’s, with a ratio of 2:1 unprecedented anywhere else in the world (Cho, 2009). It also catered to local tastes by localizing its menu to suit the Chinese and acquired East drawing- a chain which serves local food. KFC china is also known for its frequent product releases. KFC also dealt with China’s dynamic and rapidly changing business environment by establishing its own supply chain and owning most of the chains instead of giving franchisees like it operates in the US. This was mainly to protect itself from the problems it could face by getting off on the wrong foot with the local partners. (Bell and Shelman, 2011) However, in 2012, KFC china saw its sales fall for...
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...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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...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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...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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...of organization: KFC Chicken meat production is the largest sub segment of South African agriculture. It contributes almost 18% to agriculture's gross income which contributes to the economy growth and development of the nation. Chicken meat is the most important protein source in the diet of the majority of South Africans, including the poor. Chicken meat is the cheapest source (in terms of R/kg) of meat in South Africa, however, since 2013 chicken meat prices in South Africa increased by 13 percent and in the past year by more than eight percent, as increased import tariffs of chicken meat, coupled with anti-dumping duties, escalated local prices. KFC is known to be a favorite of meat lovers it specializes in fried chicken, and this segmentation is the main success factor of KFC. KFC’s key objectives include: * To increase their market share in the fast food industry * To improve annual profit margin in order to maintain company growth * To increase shareholders dividends and franchise KFC’s strategies KFC’s main success strategy lies in their super secret blends of eleven herbs and spices that are used to differentiate their chicken from other organization offering similar services. In addition, their marketing and advertising strategy that portrays the product as an ultra-unique, one-of-a-kind thing, with no exact equal in the entire world to a target audience gives them competitive advantage over others. Other key success factors of KFC include: Cleanliness...
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...Project Report. As stated in the developing story section, we received invaluable advices and suggestions during the development and revision process. Purpose Of The Project The purpose of this project is to find out the History, Functions, Operations and Services of KFC . Then do give suggestions and recommendations and in the end to conclude the effect of the implementations. Executive Summary This project gives a brief detail of Fast Food Industry in Pakistan The Final Project gives the brief snap shot of Situational Analysis on Fast Food Industry. The SWOT analysis indicates the Strength, Weakness, Opportunities and Threats of the KFC. To get reasonable market share in Fast Food Industry required a reasonable amount of capital to open up outlets in different locations, plants with high definition equipments for food processing and for designing a distribution channel form plant to outlet. Also huge amount required for the marketing to sell their product at different locations and to establish the positing in the mind of potential customers. The market leader in Fast Food Industry is KFC and its major competitors are McDonald, Pizza Hut. KFC is sticked with their original recipe but...
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... | Contents 1. Introduction 2. Mission Statement 3. Marketing Audit 1. Macroenvironment 1. Politics 2. Economic 3. Ecological 4. Social 5. Technological 2. Microenvironment 1. Competition 2. Suppliers 3. Customers 4. SWOT Analysis 1. Strengths 2. Weaknesses 3. Opportunities 4. Threats 5. Marketing Objectives 1. Strategic Thrusts 2. Strategic Objectives 6. Core Strategy 1. Target Marketing 1. Segmentation 2. Targeting 3. Positioning 2. Competitor Targets 3. Competitive Advantage 7. Marketing Mix Decisions 8. Organisation and Implementation 9. Control 10. References 11. Bibliography 12. Appendices 1. Introduction This report will provide you, as McDonalds, with a full marketing plan identifying the key issues. In this plan we will critically analyse each stage of the marketing planning process, and suggest possible strategy changes which you may wish to consider. We will set examples with theories throughout the plan and compare existing marketing decisions with our recommendations and the importance in building and maintaining your competitive advantage. 2. Mission...
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...Introduction KFC, which has full name as Kentucky Fried Chicken, is one of well-known fast food brand names in the world due to their effective marketing strategies. To create good marketing strategies, KFC needs to understand the market by conducting a market research and collecting information about micro and macro environment. Therefore, they can influence factors in the micro environment and respond to potential macro environmental factors that can affect to them within next 12 months in Australia. This report focuses on marketing concepts which explain micro and macro environment. These key marketing concepts will be analysed and explain how KFC applied into their strategies. This report is based on academic resources such as marketing lecture notes of Insearch, text books of Philip Kotlers and academic online resources. II - Micro Environment Micro environment is examined as an environment in which the company can indirectly influence such as customers, partners, competitors and industry. For each factor, the company need to have suitable strategies to affect. 1. Customers Under marketing concepts of Philip Kotler (Marketing Management, Defining marketing for the 21st century, Philip Kotler), customers are determined as people who purchase product and they may or may not use that product for themselves. Besides, Kotler states that customers are centred instead of products. The company need to meet their customers’ needs, wants or demands. In this case study, KFC applied...
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...Marketing plan A/Executive summary In the context of economy, people are busier. Some people don’t have enough time to prepare meals at home; fast food may be one of the best choices instead of going expensive restaurant. Therefore, the company is going to open a fast food restaurant in Hanoi. The company buys a fast-food franchise of McDonald. McDonald’s corporation is the world’s largest chain of fast food restaurants; the company sells hamburgers, French fries, chicken, etc. There are many fast food restaurants of McDonald in the world, they operated as franchisee. McDonald serves in 118 countries with 34,000 restaurants (Getting to know us). In 2012, McDonald had annual revenues of $27.5 billion and profits of $5.5 billion (wikipedia). In the new market, the target of the company is children and young people. Our company will follow the goal of McDonald is “better, not just bigger”, the company want to serve customers in the best things. Besides goals of the company are serve the good foods in a friendly and fun environment, get high revenue as much as possible and achieve high market share in Vietnam. To get the goals, I am going to draw a marketing plan. In this plan, I am going to describe five main elements to consider and find the best way for the company to succeed in the new market. First, there are some situation analyses about company, environment, SWOT, competitors. Second, I am going to analysis marketing strategies. The next important element is budget....
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...Analysis of Why KFC is more successful than McDonald in China Analysis of Why KFC is more successful than McDonald in China Kentucky Fried Chicken (KFC) is a chain of fast food restaurants based in Kentucky in the United States. KFC is famous for its fried chicken and the sales revenue is ranking number seven in American Market (Figure 1). McDonald's Corporation is the largest chain of hamburger fast food restaurants in the world and also the largest in American, serving more than 58 million customers daily (Breitbart, 2009). But in China, KFC and McDonalds are in a totally different situation. KFC is the most popular restaurant in China and McDonalds, although popular either, but is performing much less than KFC. This contrast is not a miracle and everything happens for a reason, this report is going to analyze the reasons for KFC is more successful than McDonald in China. Figure 1. KFC and McDonalds in American Contrast |American Market| |McDonalds|KFC| Revenue|2003|$22.1 billion|$4.936 billion| |2002|$20.3057 billion|$4.86 billion| RestaurantsNumber|2003|13,609|5,524| |2002|13,491|5,472| Ranking inAmerican Market|2003|No.1|No.7| Source: The data are adapted from “KFC and McDonalds: A huge difference in China”, retrieved from http://finance.people.com.cn/GB/3799268.html Figure 2. KFC and McDonalds in China Contrast|Chinese Market| |McDonalds|KFC| Revenue (2003)|￥5.3 billion|￥9.3 billion| Revenue increase in 2003|Increase...
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...------------------------------------------------- Final Communications Plan Prepared for: Kentucky Fried Chicken Prepared by: Meaghan Jordan Date: 13 May 2010 ------------------------------------------------- CCT 667: Contemporary Corporate Communications ------------------------------------------------- Professor A. Hoffman I. Executive Summary As outside council to Kentucky Fried Chicken, a Yum! Brands company, I was asked to consult on the branding crisis plaguing the popular fast food chains in the United States market. The public identity of Kentucky Fried Chicken has been on shaky ground for the past five years. The inconsistent branding and products have caused market share values and annual revenues to 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...
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...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 their main objective has always remained the same; not to be the biggest fast food restaurant chain but to be best fast food restaurant chain and to do so they...
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