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Vrio for Kfc

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Submitted By nzml
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VRIO Framework of KFC
VRIO framework use to find out the core competencies or sustainable competitive advantages which are helping firm to operate profitably in long term. For KFC, we try to find out its competitive advantage where we used four key components which help to identify in what KFC have competitive advantage compare to its competitors.
Resources Valuable Rare Inimitable Exploited by the Organization
Brand    
Recipe    
Experience  X X 
Location  X X 
Price  X X 
Advertisement  X X X

Through the use of VRIO framework we have found that brand value and the recipe of making food in KFC are its competitive advantages. The reason behind these-
Brand: The brand or the logo of Kentucky Fried Chicken, the KFC, is a registered trademark for their company which is a part of Yum! Brand. As it is registered it is inimitable and thus it is rare, as only the company it is franchised to gets the right to use this logo. The logo acts as a brand name, with Colonel Sanders with his signature string tie, wearing a red apron, and with this uniqueness they have become very famous and this individuality has made it easier for people to recognize it, making it a very valuable essential for the company. And since the beginning of the KFC it has been exploited by the company thoroughly, first by Colonel Sanders himself, and then by the companies that owned it.
Recipe: The secret recipe that was used by Colonel Sanders since 1940 has been invariably one of the competitive advantages that KFC has had since its beginning. The secret recipe that consists of 11 secret herbs and spices have been very valuable for the company as it is what makes the KFC’s fried chickens and other items, exclusive, and unique. Portions of the secret spice mix are made at different locations in the United States, and the only complete, handwritten copy of the recipe is kept

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