Introduction of Company
 KFC is the world largest and most well known chicken restaurant,

with chains in more then 10 thousand locations and worldwide in 80
countries.  KFC and its franchised employees are more than 200 thousand in all

over the world.
 In 1997, KFC franchised with Gray Mecanza International and started work in Pakistan.

 After ten years KFC has 45 outlets in Pakistan.

. Kentucky.  Since 1950’s KFC has grown at a remarkable pace from one road side restaurant into an internationally renowned restaurant chain and one of the largest chain of chicken restaurants in the world. Colonel returned to his love of cooking and began to cook and serve food to hungry travelers from his own living quarters.  The Colonel devised his recipe for fried chicken using a secret blend of 11 herbs and spices the same blend of recipe is still used in KFC all over the world and is called the “Original Recipe”.History of KFC  At the age of 40 as an operator of a service station in Corbin.

at the age of 90  Although the Colonel is no longer with us. . but his philosophies of hard working and excellent service to be the number one priority of KFC. will always be a part of KFC tradition. so he sold it to a group of people who formed the Kentucky Fried Chicken Corporation.  The Colonel died in 1980.  The Colonel remained KFC’s Goodwill Ambassador.History of KFC  The business grew larger than the Colonel could handle.

SLOGAN of KFC KFC specialized in chicken and they says. “No body’s cooking like KFC today and we are the chicken experts” “There is no competitor for spicy chicken which is made by KFC” .

good quality food and clean atmosphere” .Mission Statement “To be the leader in western style quick service restaurants through friendly service.

Philosophy of KFC  Philosophy of KFC stands on “the Champs Program” C leanliness H ospitality A ccuracy M aintenance of Facilities P roduct Quality S peed of Service .

Current Market Situation  MARKET SHARE The most recognize able brand in chicken with over 50% of the market share.  CURRENT PRODUCTS REVIEW oMighty Zinger oZinger burger oFish zinger burger oSalsa twister oChicken burger oSub 60 otwister oNuggets oCorn on the cob oArabian spice oChicken mania oCrispy chicken chunks oHot and crispy soup oCappuccino .

Current Products Review .

.Competitive Analysis KFC Spicy Products Arabian Rice and Zinger Burger Free Delivery Chicken is eaten by every community Local Staff and Highly Qualified because local staff can better deal with the customers McDonalds Burger and French Fries Big Mac Free delivery Beef is banned in some community Its Staff consist of simple Graduates and give them training KFC uses Top to Bottom and Bottom to Top Approach in Management. No such Case. KFC is Co branding with Walls McDonalds Uses Top To Bottom Approach.

KFC SWOT Analysis Strengths Brand Equity KFC secret recipe of 11 herbs and species Very strong internationally Strong Franchises all over the world Interactive relationship marketing Ranks highest among all chicken restaurants Chains for its convenience and menu variety Largest multi-branded restaurant in the world .

KFC SWOT Analysis Weaknesses Lack of knowledge abut their customers Lack of relationship building with employees. customers and suppliers Lack of focus on Research & Development KFC desserts portion is not as better as should be They only focus higher income level people .

swat etc. Balanced menu.KFC SWOT Analysis Opportunities They have the opportunity to expand their sweet products They can open more outlets to get maximum market share They can open temporary outlets in peak season in the hill stations like naran. kaghan. customer focus and Increase delivery service . They can capture more customers by decreasing the price of their products Updating their restaurants.

Current political situation is a big threat for KFC Diseases like bird flu is the big threat for KFC .KFC SWOT Analysis Threats Rated 83 out of 100 in terms of competitiveness Increasing inflation rates directly affect menu prices Supermarkets and new competitors Health Trend away from fried foods Changing customer demands Some international events badly affected the market of KFC in Pakistan like IRAQ and AFGHAN war and we know KFC is American based.

Generate consistently superior financial returns and benefits our owner and employees. Maintain a commitment to innovation for continuous improvement and grow. striving always to be the leader in the market place changes.Objectives of KFC Build an organization dedicated to excellence. serving good value added services and Innovative chicken based products . Consistently deliver superior quality and value in our products. To establish a position in Pakistan as a leading WQSR (Western Quick Service Restaurant) chain.

 Dedicate ourselves to continuous growth in sales.  Encourage new and innovative ideas  Reward result and not simple efforts. honest and direct in our dealings with one and other.  Work as a team.  Expand and update training with time and be the best  Be open. profit and size of organization.  Commit ourselves to the highest standard to the personal and professional integrity at all times. .Values of KFC  Reward and respect the contributions of each individual at KFC.

Issues of KFC EVERY CHICKEN TESTED K & N’s state-of-the-art Quality Assurance Lab monitors the entire integration process from livestock to feed and on to preparation of ready-to-cook and cooked products. . EVERY CHICKEN CERTIFIED K & N’s ensures food safety by implementing the international HACCP (Food Safety System) and enjoy the unique privilege of being the first and only HACCP certified company is Pakistan producing chicken and chicken products.

Quality Assurance Certificate .

high income. Behavior Taste conscious Quality conscious Class conscious Combination of price and quality Geographical Urban areas Sub urban areas . average income and low income.Issues of KFC SEGMENTATION Demographical In demographics their first segment is consisted of the income factor i.e.

so the numbers of customers are more in Urban Areas. Normally people of rural areas don’t take fast food. which are slightly higher in price as compared to prevailing prices of local food in the market. Income of the people of urban areas is normally high and they can afford to purchase such products. . Population density is higher in Urban Areas as compared to Rural Areas.TARGET MARKET FOR FAST FOOD People are educated and they want variety in their diet. People of Urban Areas are more quality conscious than the people of Rural Areas.

They promote their products through special packages like Ramadan packages. mid night package. Due to its large setup the price selecting are very challenging for the new product of KFC Place They open their outlets in those places in the cities where people can buy products easily and without difficulties.4P’s Of Marketing Product They change there products by introducing new products but their main product the Kentucky fried chicken is the same Price The price is not affordable by all persons in Pakistan. They also introduce mobile units for delivery of their products Promotions In Pakistan KFC not advertise there products too much due to its reputation in other countries. .

250. They take at 30 min for delivery and the minimum delivery order should Rs.Services KFC offered free home delivery service at specific branches in specifics cities. .

• KFC hire all employees of local area and now it is easy for them to understand about the culture of Pakistan. therefore they use 100% Halaal (Zibiha) chicken. and Islamabad/Rawalpindi.Environmental factors Socio-cultural Environment • Culture element includes attitudes. • KFC management knows about that Pakistan is a Muslim country. beliefs. behaviors • Multinational company faces the challenge to understand about the culture of that country where they work. values. • KFC open its branches in advance cities of Pakistan like Lahore. etc . norms. Karachi.

• Technology is very important in order to compete with the competitors. they are main suppliers of machinery through out the world. new techniques comes in production and services departments.Environmental factors TECHNOLOGICAL ELEMENTS • Advance technology have a big impact on the quality of products and services. • KFC purchase machinery from Hanney Penny company. • Today the world going fast and market is globalize. .

• Organization are influenced by a variety of economic features over which they have little independent control. such as inflation. • KFC paid tax properly . interest rates and recession • Another important input to the enterprise is the nature of government fiscal and policies.Environmental factors ECONOMIC ELEMENTS • In Pakistan there is a mixed economy so private organization easily perform their tasks within any given economic system of course.

c to the customers . Also they have introduced goods like watches .SalesPromotion • For sales promotion KFC has introduced different strategies such Ramadan Package. coffe cup. T-shirt. toys e. keychain. Midnight Package and many other.t. Birthday Package.

Advertisment Press advertising • Jang (Karachi. Lahore. Music channels. Lahore & Rawalpindi): • Dawn (Karachi. Lahore & Rawalpindi): • The news (Karachi. Ten Sports. etc and also advertising on world call Cable advertising . temporary hoardings for 2-3 months have also been taken. Rawalpindi): • Magazines Hoardings • In addition to regular hoardings. Ary World. Commercials • Advertising on different Cable channels like Geo.

230/RS.T +15% RETAIL MARGIN • Total retail Price RS.300 . 5/RS. how they set the price of a product PRICING STRATEGY FOR TWISTER • Manufacturing cost • 5% marketing cost (PER UNIT) • Total cost • 15% G.69/RS.S. 225/RS.Pricing Strategy of Products Price • Samples of some products that KFC offers.

00.0000 Projected Balance Sheet.0000 400000 1000000 100. Rs. Machinery Cash in hand Furniture & Fixture Equipment Security deposit 1200. Assets Liabilities Rs.00.00000 Loan from 10. Estimated sales should be around Rs: 200.0000 + 120.Budget analysis Sales Forecast.000 Capital Bank 1120.0000 20.000 0 20.00.0000 interest 8800000 20.0000 .000 to 3.00.

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