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KFCII
KFCII
Angeles Flores Rene Guillarme Yvette Minjares Jarvis Mullahan Armando Robles Denise Simon
KFC Facts
KFC is based in Louisville, Kentucky, and is the worlds most popular chicken restaurant chain. Founded by Colonel Harland Sanders in 1952. More than 11,000 outlets 85 countries and territories around the world. 8 million customers each day. Yum! Brands is run by David Novak, Chairman & CEO KFC Division is run by Cheryl Bachelder, President and Chief Concept Officer
*In Thousands
Internal Factors SW
Strengths
Multibranding Strategy Name recognition and Reputation Employee Loyalty Global Expansion Targeting Non-Traditional Outlets
Weaknesses
Conflicting Corporate Cultures No defined target market Time it takes to market new products
External Factors OT
Opportunities
International Appeal to American products Economies of Scale and Scope The downturn of the US economy
Threats
PETA Consumer health food trend Saturated fast food industry
Space Matrix
Competitive Advantage Industry Strength
CA
Aggressive position
FS
IS
BCG Matrix
Asia
Europe
?
Americas
USA
Additional Matrices
IE Matrix
4.0 THE EFE TOTAL WIEGHTED 3.0 SCORES
THE IFE TOTAL WIEGHTD SCORES Strong Average 3.0 to 4.0 2.0 to 2.99 3.0 Asia 20% US 67%
Americas 7% Europe 6%
2.0
1.0
Alternatives
KFC Hospice Dinners Delivering a caring outreach to the terminally ill (SO) KFC Cafeterias Offering dishes competitors do not (SO) KFC Grocery Products The Cornel is always home (SO)
KFC Groceries
Product Development Market Penetration Concentric Diversification
Similar to Furrs or Lubys Fast food with traditional restaurant environment Reaching out to a new market
Similar to Taco Bell groceries Advantage of Name Recognition Frozen Meals Chicken Breading Mix
Strategic Management
Market Development KFC will introduce their present and new products and services into new geographic/demographic areas. Product Development Bring back rotisserie chicken Concentric Diversification Add more to KFC product & service variety to the patients
Implementations
Market Research
Determine areas demand to determine boundaries
Expand menu
Healthier choices
Ben & Jerries & Starbucks have benefited financially by promoting their socially responsible corporation KFC hopes to achieve this by becoming synonymous with hospice.
The End
Yum! Brands, Inc. http://www.yum.com KFC http://www.kfc.com Thailand http://www.kfc.co.th/ Japan http://www.kfc.co.jp/ Cruelty http://www.kfccruelty.com/ The Wall Street Journal http://www.wsj.com