The Case: KFC-Bangladesh: Dealing with the Pandemic impacted

Market

Introduction
KFC( Kentucky Fried Chicken ) was
found by Mr. Harland Sanders in
1930 , which is a fast food restaurant
specializes in fried chicken. It is the
Submitted by:
world's second largest restaurant Khondokar Imran Tanjim
chain overall (as measured by sales) Nuzhat Tabassum
after McDonald's, with over Muttasim Fuad Shaon
18,000outlets in 120 countries and Md Sajeed Hyder
territories as of December 2012. Tabassum Akter
Summary

The case study highlights the challenges faced by the fast-food industry during
the pandemic and the need for businesses to adapt to changing market conditions
and customer preferences to survive. KFC-Bangladesh's experience also
underscores the importance of effective cost management and supply chain
resilience in times of crisis
1. Based on the information available in the case and a further literature review, prepare a SWOT analysis for
KFC-Bangladesh.

SWOT analysis
Strengths Weaknesses
 High prices compared to local
 Strong brand recognition and reputation
in the global fast-food industry. fast food competitors.
 Limited store locations,
 Diverse menu options that cater to local
tastes and preferences. mainly concentrated in urban
areas.
 Experienced management team and
 Dependence on imported
skilled workforce.
ingredients which can lead to
supply chain disruptions
Opportunities Threats
 Growing demand for fast food in  Intense competition from
urban areas. local and global fast-food
 Increasing popularity of online food chains.
ordering and delivery services.
 Introduction of new menu items and  Economic instability and
promotions to attract customers. inflation in the country.
 Fluctuations in exchange
rates affecting the cost of
imported ingredients
2. Do you think applying the same strategies in Dhaka and other cities would be equally effective. For
KFC-Bangladesh in increasing sales volume during a pandemic?

Yes, I think applying the same strategies in Dhaka and other cities would be equally effective.
KFC sales volume increase effectiveness factors:

• The effectiveness of using the same strategies

• Consumer Behavior
• Competition in each city
3. How do you evaluate KFC's shift of focus from dine-in to the digital
delivery channel? Consider both short-run and long run prospects.

Short-run prospects:
• In the short-run, the shift to digital delivery channels can help KFC adapt to the changing consumer preferences during the
pandemic, as more people wish for online ordering and delivery rather than dine-in services.
• This shift can also help KFC maintain its revenue stream and avoid losses during periods.
•The shift to digital delivery can help KFC reduce costs associated with maintaining a physical store.

Long-run prospects:
• In the long-run, the shift to digital delivery can help KFC capture a larger market share by providing a convenient and
reliable service to consumers.
• Eventually this can lead to increased customer loyalty and repeat business, which can achieve higher profits over time.
• Additionally, the shift to digital delivery can help KFC expand into new geographical regions.
4. Among three contemporary strategies, namely more investment in delivery facilities, large-scale sales
promotion, and introduction of new food items, which one do you think will be more effective for KFC
Bangladesh to boost sales? Discuss with arguments.

I believe that more investment in delivery facilities would be the most effective for KFC Bangladesh to boost sales.
• In the current pandemic situation, more people are avoiding going out to restaurants and prefer to order food online for
delivery.
• By investing in delivery facilities, KFC Bangladesh can ensure that its customers receive their orders on time.
• Investing in delivery facilities would also allow KFC Bangladesh to expand its reach to a wider customer bases.

All three strategies have the potential to boost sales for KFC Bangladesh. Based on the current pandemic crisis and the
popularity of online food ordering, Investing in delivery facilities may be the most effective sales strategy for KFC
Bangladesh.
Thank you