WE ARE ..

Shadman Sakib -1264

Md. Fahad Bhuyian -1271

Md. Shariful Alam- 1287 Edward Francis Gomez-1290 Reazul Karim -1643

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 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

INTRODUCTION

HISTORY
Early Life of Colonel Sanders

Sanders First Franchise in 1952

HISTORY
New Management/culture for Kentucky Fried Chicken after KFC sale for $2M Acquisition of KFC by Pepsico/Tricon Global Heublein Makes Changes in 1970

1980s Profit and Expansion

FROM $105 TO 7.2 BILLION IN 50 YEARS

1952, Col. Sanders started franchising his recipe door to door financed by his $105.00 SS Check 1964, Col Sanders had more than 600 franchised outlets in the US and Canada. 1964, Sold his interest in his company for $2 million to a group of investors.

1966, KFC went public

1969, Listed on the NYSE 1971, KFC was acquired by Heublein Inc. for $285 million. 1982, Heublein & KFC Inc. was acquired by RJ Reynolds 1986, RJ Reynolds & KFC, was acquired by PepsiCo, Inc. $840 million. 1997, PepsiCo, Inc. spined-off of its qsrs into independent Tricon Global Restaurants. 2002, Tricon changed it's corporation name to Yum! Brands, Inc. .

FROM $105 TO 7.2 BILLION IN 50 YEARS

NOW: Yum Brands, Inc. is the world's largest restaurant company in terms of system units with nearly 32,500 in more than 100 countries and territories.

Yum! Brands, Inc., is a Fortune 300 company

Yum! Brands, Inc. global system sales totaled more than $22 billion in the year 2001.

Current Market Cap value on the NYSE is 7.2 Billion

KFC AT PRESENT

KFC AT PRESENT
The organization is currently structured with two divisions under PepsiCo PepsiCo Worldwide Restaurants PepsiCo Restaurants International

Both of these divisions of PepsiCo are based in Dallas

David Novak is president of KFC

STRATEGY
The strategy of KFC is to improve operating efficiencies They emphasized 1. Cleaner restaurants, 2. Faster and friendlier service, and 3. Continued high-quality products. They gave the responsibilities to restaurant franchises and marketing managers

OBJECTIVE
To take advantage of potential growth in other country to establish a strong position and develop image Key success factors are ever continuing, cost saving through R&D, innovation and use of new technology to work efficiently These success technology will lower cost and increase profit Expansion of business whether world wide business or just to open up a few more restaurants to provide a better service/faster service/better customer service to beat competitors such as McDonald's, Burger King, Pizza Hut etc

PRODUCTS OFFERED
KFC has also met the changing demands of society. As the world has gone to a more healthy living, KFC has come out with many changes on its menu Honey BBQ Chicken, Popcorn Chicken, Rotisserie Chicken Chicken sandwiches chicken pot pies Crispy chicken strips Mashed potatoes and gravy Potato wedges

PRODUCTS OFFERED

MISSION & PROBLEM/ISSUE

MISSION PROBLEM/ISSUE

1. To sell food in a fast 2. Friendly environment that appeals to pride conscious, health minded consumers

How would KFC maintain a market leadership in the global fast-food industry? Issue: A competitive marketing strategy in the international market

FOUR PS OF MARKETING MIX

Product

Price

Place

Promotion

PRODUCT: KFC
Anything that can be offered to a market to satisfy a want or need

KFCs specialty is fried chicken served in various forms

KFCs primary product is pressure-fried pieces of chicken made with the Original Recipe

KFC also offering Extra Crispy, Colonel's Crispy Strips, Zinger burger and Veggie burger

PRICE: KFC
Price is the sum of all the values that consumers exchange for benefits of having or using the product or services KFC globally enters the market using market skimming KFC products are priced high and target the middle to upper class people Gradually they trickle down the prices focusing on the middle to lower class people to penetrate both sides of market

PRICE: KFC

PLACE: KFC
Target Areas

Free home Delivery strategy is provided by KFC in select countries

Accessibility resulting in several outlets to cater to the needs of people in & around he city

Hectic lifestyle of office going individuals the fast food concept saves time of preparing food and give a consumer a full meal quickly
Economically convenient to the pricing appeals to the many classes of a society

PROMOTION: KFC
Promotion is the method used to inform and educate the chosen target audience about the organization and its products The logo of the smiling Colonel is probably one of the most recognized faces in the world and instantly brings the image of fried chicken to ones mind.

PROMOTION: KFC CONT.

KFC and its new company jingle, finger lickin good is a frequent announcement on: Television and Radio Print & Electronic Media

In House publicity and by phone

Media Broadcasts i.e. Billboards, Flyers, News papers Internet i.e. Website, Social site

KFC TODAY
Today

KFC is the worlds largest and most well known chicken restaurant chain
More than 10,000 locations worldwide, in 78 countries KFC and its franchisees employ more than 200,000 people worldwide KFC serves more than 4.5 billion pieces of chicken annually, to approximately 12 million customers enjoy their finger lickin good chicken a day, worldwide

SWOT ANALYSIS: KFC

Strengths Strong brand name, goodwill & reputation Employee loyalty Customer loyalty Strategic locations Effective store MGT/cleanliness Competitive marketing strategy Strong Distribution network Weakness Lack of innovation & less investment in RND Fewer of options for non chicken lovers & vegetarian Culture incompatibility Opportunities New markets Cross culture Boom in organized retail and consumerism New variety Public attention & increased goodwill Financially stable Threats Competition Threat from NGOs & political organizations Saturated US market Secret recipe

PORTERS FIVE COMPETITIVE FORCES: KFC

THREAT OF NEW ENTRANTS: KFC

KFC is a well established multi-national with no equally big direct competitor in business However it operates in the industry that has moderate barriers to entry, hence; it faces a threat by new firms: both local and multinationals

RIVALRY AMONG EXISTING FIRMS: KFC

Large scale companies like KFC do not indulge into price wars and intense rivalry! Instead they focus on differentiating their product and animate selling efforts to compete in the market

THREAT OF SUBSTITUTE PRODUCT: KFC

KFC faces a lot of threat from its substitutes!

Especially with growing health concerns among its customers

BARGAINING POWER OF BUYERS: KFC

The customer base of KFC is huge and one single customer does not have much bargaining power KFC tries to listen to each and every buyer via feedback and opinion cards

BARGAINING POWER OF SUPPLIERS: KFC

Suppliers on the other hand do possess some bargaining power, especially when talking about K n Ns and Pepsi Although, none of the two wants to lose association with KFC The company and its suppliers however, remain each others beneficiary and do what they can to benefit each other

KFC IN BANGLADESH
Transcom Foods Limited, a concern of Transcom Group is the franchisee of KFC in Bangladesh. The first ever KFC restaurant has been opened in September at Gulshan, Dhaka with a seating capacity of 178 persons.

PORTERS DIAMOND MODEL: KFC IN BD

Factor Condition

Demand Condition
Related & Supporting Industries Firm Strategy, Structure & Rivalry

RECOMMENDATIONS: SHORT TERM

Introduce new recipes suited to local taste

Introduce cheaper items in the menu

Introduce healthier recipes Differentiate through good service Work on the image of a healthy fast food chain through advertising

RECOMMENDATIONS: LONG TERM

Change the image of KFC from fried to healthy

Open up new outlets in Urban locations

Engage is CSR activities related to animals & environment Develop a strong culture of good service

CONCLUSION
The best maxim here is Think Globally, Act Locally

Thank You!