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Published by api-3855203
case on marketing strategy of kfc
case on marketing strategy of kfc

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Published by: api-3855203 on Oct 19, 2008
Copyright:Attribution Non-commercial


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Chicken \u201c
Case Study

Presented by:
Debashis Sen
Namrata Prakash
Ritwik Ghosh
Sumanta Guha

\u2022Founded by Harland Sanders in mid 1950s when fast
food franchising was still in its infancy. Colonel Sanders
was able to tap a latent market.

\u2022Secret recipe of chicken with eleven herbs and spices.
\u2022His foreseeing seemed to be true when in less than 13
years the chain had crossed the 300 mark.

\u2022His growing age prompted Colonel Sanders to sell off the business for $2 million in 1964 to Jack Massey and John Brown Jr- two Louisville businessmen.

\u2022In 1970 KFC merged with Heublein Inc, a producer of
alcoholic beverages with little restaurant experience.
\u2022However soon enough conflicts arose regarding quality
control issues and restaurant cleanliness.
\u2022In 1986 KFC was sold to Pepsico.

\u2022Next KFC turned their attention towards tapping into
international markets and by around 1980s it had entered
Japan, Australia, Mexico and places in the Carribean and

\u2022In the 1990s it could foresee the virgin markets of India
and China.

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