Marketing Project On Kfc 1x382x

Introduction: KFC Corporation, or KFC, founded and also known as Kentucky Fried Chicken is a chain of fast food restaurants based in Louisville, Kentucky. KFC is a brand and operating segment, called a "concept", of Yum! Brands since 1997 when that company was spun off from PepsiCo as Tricon Global Restaurants Inc. The restaurants are known as Poulet Frit Kentucky or PFK in the province of Quebec in Canada.In , however, the chain is known as KFC. KFC primarily sells chicken in form of pieces, wraps, salads and sandwiches. While its primary focus is fried chicken, KFC also offers a line of roasted chicken products, side dishes and desserts. Outside North America, KFC offers beef based products such as hamburgers or kebabs, pork based products such as ribs and other regional fare. The company was founded as Kentucky Fried Chicken by Colonel Harland Sanders in 1952, though the idea of KFC's fried chicken actually goes back to 1930. The company adopted the abbreviated form of its name in 1991. Starting in April 2007, the company began using its original name, Kentucky Fried Chicken, for its signage, packaging and ments in the United States as part of a new corporate re-branding program; newer and remodeled restaurants will have the new logo and name while older stores will continue to use the 1980s signage. Additionally, Yum! Continues to use the abbreviated name freely in its advertising.

History: Born and raised in Henryville, Indiana, Sanders ed through several professions in his lifetime. Sanders first served his fried chicken in 1930 in the midst of the Great Depression at a gas station he owned in North Corbin, Kentucky. The dining area was named "Sanders Court & Café" and was so successful that in 1936 Kentucky Governor Ruby Laffoon granted Sanders the title of honorary Kentucky Colonel in recognition of his contribution to the state's cuisine. The following year Sanders expanded his restaurant to 142 seats, and added a motel he bought across the street. When Sanders prepared his chicken in his original restaurant in North Corbin, he prepared the chicken in an iron skillet, which took about 30 minutes to do, too long for a restaurant operation. In 1939, Sanders altered the cooking process for his fried chicken to use a pressure fryer, resulting

in a greatly reduced cooking time comparable to that of deep frying. In 1940 Sanders devised what came to be known as his Original Recipe. The Sanders Court & Café generally served travelers, often those headed to Florida, so when the route planned in the 1950s for what would become Interstate 75 byed Corbin, he sold his properties and traveled the U.S. to sell his chicken to restaurant owners. The first to take him up on the offer was Pete Harman in South Salt Lake, Utah; together, they opened the first "Kentucky Fried Chicken" outlet in 1952. By the early 1960s Kentucky Fried Chicken was sold in over 600 franchised outlets in both the United States and Canada. One of the longest-lived franchisees of the older Col. Sanders' chicken concept, as opposed to the KFC chain, was the Kenny Kings chain. The company owned many Northern Ohio diner-style restaurants, the last of which closed in 2004.. Sanders sold the entire KFC franchising operation in 1964 for $2 million USD Since that time, the chain has been sold three more times, most recently to PepsiCo, which made it part of its Tricon Global Restaurants division, which in turn was spun off in 1997, and has now been renamed to Yum! Brands. Additionally, Colonel Sanders' nephew, Lee Cummings, took his own Kentucky Fried Chicken franchises (and a chicken recipe of his own) and converted them to his own "spin-off" restaurant chain, Lee's Famous Recipe Chicken. Today, some of the older KFC restaurants have become famous in their own right. One such restaurant is located in Marietta, Georgia. This store is notable for a 56-foot (17 m) tall sign that looks like a chicken. The sign, known locally as the Big Chicken, was built for an earlier fast-food restaurant on the site called Johnny Reb's Chick, Chuck and Shake. It is often used as a travel reference point in the Atlanta area by locals and pilots. The original handwritten recipe is kept locked away at the KFC corporate headquarters in Louisville, Kentucky as a closely-guarded secret. Only two within the Yum! Corporation knows the recipe in its entirety.

KFC in Pakistan: KFC came to Pakistan in 1996 with the first branch opening in Karachi and later in Lahore. The Franchisee was a Pakistani owned and operated, Dubai-based Company the Cupola Group, which owns licenses and its own restaurant throughout Pakistan and the

middle-east. The company's creative’s have been changed significantly over the years to promote a Pakistani image rather than an American one, after the invasion of Afghanistan and Iraq, which resulted in loss of significant business.

Mission Statement: "Recognition: we find reasons to celebrate the achievements of others and have fun doing it," is right up there with "Customer Focus" and "Belief In People." "Recognition is everybody's responsibility," says Chicago restaurant manager Adonis Chapel. He explains that since KFC started encouraging informal recognition, things have really changed. "You keep employees longer, they are happier, they work better for you."

Vision statement: The Association of Kentucky Fried Chicken Franchisees, Inc. is united to protect, promote and advance the mutual interests of all member franchisees and the Kentucky Fried Chicken system."

Departments: Departments of KFC are following:

Area Manager: This is a key operational role that is responsible for the leadership of 8 to 12 restaurants, and plays a vital part in achieving customer satisfaction and overall business performance. As a leader in the market, the Area Coach will need to deliver against a balanced score card in 4 main areas – Team, Customer, Sales & Shareholder. The Area Coach has operational responsibility for a cluster of Restaurants and the cornerstone of their role is to spend time conducting structured and tailored Restaurant visits in which they coach, direct and empower Restaurant General Managers to improve the overall performance of their business.

Business Development: The Development team finds, builds and maintains KFC Restaurants. The Team is set up in four key areas; network planning, acquisition, store design & construction and estate management.

The team works closely with the Finance team to ensure that our new Restaurants not only optimize the customer experience but also drive industry leading returns for our shareholders. They are also responsible for ensuring KFC’s high standards of convenience, comfort and safety are maintained in all KFC restaurants and facilities through an extensive annual refurbishment program

Finance: Meaningful and insightful analysis of our performance is central to ensuring our continued business success. In the first instance this requires accurate and timely ing. Whether it be paying our suppliers, billing our franchisees, managing our cash and asset purchases or paying our people, each member of the Financial Control team is dedicated to ensuring all business transactions are accurately and efficiently recorded. This provides a robust platform for the Business Control and Commercial teams to analyse results and partner with key stakeholders to set and drive the strategic direction of the business

Human Resources: With over 7000 employees across the KFC GB business, people really are our business. Our culture is key to our success and finding the right people who will thrive in the job they do is paramount. A team of HR specialists is on hand through every activity – recruitment, training & development and compensating fairly for a great job. Our HR Practices are second to none and we thrive on giving employees the opportunity to grow and develop within our business. Our vision is “To Build a World Class Organization”, which will be achieved through: Managing Talent, Building People Capability, Creating Engagement and Driving Organization Effectiveness..

Information Technology: The IT team at KFC select develops implement and maintain professional technology solutions that , and enable, the strategic goals of the business. The team s Restaurants throughout the UK with a robust and standard framework of applications and infrastructure. The team has a ion for the provision of world class solutions and , from the in-store technology that enables our stores to sell great chicken, to the

timely, relevant and accurate reporting to the management team that enable clear decisions to be made.

Marketing: The driving force behind the KFC Marketing team is a shared ion to deliver a constant pipeline of irresistible tasting meals. The process starts with defining consumer needs and exploring new ways to deliver consumer led innovation. The Marketing team work cross functionally with Product Excellence and Operations to develop and implement new ideas and with Finance to measure their contribution to the business. The Marketing team is also the heart of communication, both within the business and most importantly to our consumers. The multi million pound Marketing budget is divided between media buying and advertising production to ensure a year round calendar of new news to drive consumers back to our Restaurants again and again.

Operations: The Operations team is the hub, running KFC stores and delivering to our customers’ fantastic quality food and outstanding levels of service. The function covers the leadership, management and evaluation of all our stores and above store staff. Operations works alongside all KFC functions to ensure that our restaurants look good, our teams are motivated and well trained and all of our delicious products are hot and fresh giving all our customers a reason to return. The Operations team is the hub of our company, running KFC stores and delivering to our customers’ fantastic quality food and outstanding levels of service. The function covers the leadership, management and evaluation of all our stores and above store staff. Operations works alongside all KFC functions to ensure that our restaurants look good, our teams are motivated and well trained and all of our delicious products are hot and fresh giving all our customers a reason to return

Franchise Operations: The Operational for our KFC Franchisees is a key focus for our business. We have a dedicated team working with our Franchise partners on delivering executional excellence.

Product Excellence: Distinctive, great tasting products are what differentiate KFC from the competition and the ability to deliver a consumer insight driven product innovation pipeline is key to our long term success. Bringing these innovative new ideas to “life” in over 700 restaurants requires skilled professionals in product development, engineering, food safety/quality assurance, and strategic global supply logistics The Product Excellence team work together and partner with the business to ensure that every Restaurant is set up to serve the tastiest product to customers across the UK and Ireland.

KFC Graduate Program: The recently launched Graduate Recruitment Program gives an opportunity for graduates to gain experience in the company in a variety of functional roles. The program is designed to give Graduates broad experience across the business in real jobs. You will rotate through various departments, including Operations to ensure that you gain an unrivalled depth of business experience in a short period of time. By the end of the program you will be set up to take on the challenge of a role in operations as an Area Coach or another fabulous Above Restaurant role.

Employees: The total number of employees of KFC is 24,000. KFC offers employment opportunities to neighborhood residents. Nearly all of the 15-30 employees needed for each restaurant come from the immediate area, and much of the money they earn is spent in their own neighborhoods. Restaurants: KFC, the world’s most popular chicken restaurant, specializes in both fried and roasted chicken and home style sides. KFC offers great-tasting meals and snacks at more than 9,600 restaurants in 71 countries.

KFC will spend about $100,000 per restaurant on renovations, which include upgrading lobbies, adding security lights and even selling Taco Bell products in some units. Each of these renovated restaurants will add about 20 new workers. KFC restaurants a broad spectrum of products and services in their local areas, including poultry dealers, produce suppliers, courier services, furniture and much more. KFC restaurants generate tax dollars for their communities, ing important services like police and fire protection. With more than 400 restaurants in inner-city neighborhoods across the country, KFC is already a major employer for urban residents. But we’re doing more. KFC rules the roost when it comes to serving chicken. One of the world's largest fastfood chains, the company owns and franchises more than 15,500 outlets in more than 100 countries. (About 5,300 locations are in the US.) The restaurants offer the Colonel's trademark fried chicken (in both Original Recipe and Extra Tasty Crispy varieties) along with chicken sandwiches, chicken pot pies, crispy chicken strips, mashed potatoes and gravy, and potato wedges. Its locations can be found operating as free-standing units and kiosks in high traffic areas. More than 20% of the restaurants are company-operated; the rest are franchised or licensed.

Aim and Objectives: The aims and objectives of KFC are not only to sell chicken to make money and make a profit, they are to expand as a business whether that's to be a world wide business or just to open up a phew more restaurants around the country to provide a better service/faster service/better customer service to beat competitors/rivals such as McDonalds, burger king, pizza hut etc.

Competitors: Main Competitors are:  McDonald's Corporation 

Faircloth Food Services.

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Popeye’s Chicken and Biscuits.

Core Values: 

Creative

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Friendly

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Life Lasting

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Embarrassing

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Family Focusing

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Fun

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Practical

Company Growth Matrix: The need for strategy in order to expand its existing product in very promising market for KFC is very essential KFC along with McDonalds and other major fast food chains have dominated the American continent as well as else where since the 1950’sof when the founder had a dream of building an empire in the fast food market, the company has under gone lots of changes. The company has changed ownership; it has taken over from Pepsi and ed over to Tricon, which owns pizza hut, Tacco bell and others. Nowadays, KFC still dominates the chicken fast food industry while has stores in more than 100 countries operating vast profits.(De Witt e’al.2004a). And definition of life style of the population around the world. There is still a lot of rule for expansion especially in countries with large population and high development rate. KFC using the BCG matrix and SWOT Analysis to analyze what is the current position of company and identify that the company has potential to growth in fast food market. In 1960s the Boston consulting group. A leading management consulting company designed a four cell matrix known as BCG growth/share matrix. BCG Matrix made a significant contribution to strategic management and continues to be an important strategies tool used by companies today. The Matrix provides a composite picture of the strategic position of each separate business within company. So that the management can determine the strengths and needs of all the sectors of firm. BCG or growth share matrix imposes a two dimensional analysis on management of Strategic business unit; a comparative analysis of business strength and an assesment of environment. The business strength measure is the business relative Market share. The environment measures the Market growth rate.

BCG Matrix: The market growth rate measures industry attractiveness. Because for the case of YUM Brand, all SBUs (KFC Taco BELL, Pizza, Hut, long John Silver’s A and W)are located in the same fast food industry.