SWOT ANALYSIS

OF KFC

SUBMITTED TO: SUBMITTED BY:

Dr. SAMBASHIVA RAO ARPPITA 2019MCOM002
DEPARTMENT OF KANAK PRIYA 2019MCOM004
MANAGEMENT KIRTI 2019MCOM006
MAINAWATI 2019MCOM010
 CONTENTS
 INTRODUCTION
 STRENGTHS
 WEAKNESS
 OPPORTUNITIES
 THREATS
 CONCLUSION
INTRODUCTION
• KFC is a world famous QSR brand of chicken. The company which was
originally founded by Colonel Sanders is now a world-famous QSR brand
and operates across 131 countries. Yum brands which also owns Taco Bell
and Pizza Hut owns KFC. Now, KFC is operated mainly by franchisees. By
the year end 2017, it had around 21.5 thousand restaurants running
worldwide. Of all its restaurants, around 97% were being operated by the
franchisees,
• The headquarters of KFC are located in Plano, Texas. KFC is also the
largest source of revenue for the part brand Yum! In 2017, KFC alone
earned a revenue equal to 3.1 Billion dollars, out of 5.9 Billion dollars.
Revenues of Yum Brands declined from 2016 to 2017 which was mainly due
to refranchising. Refranchising led to an estimated loss of around 1.1 Billion
dollars in 2017. However, KFC is a very popular brand. It is the leading QSR
brand in the chicken category.
STRENGTHS BRAND
EQUITY INNOVATION

GLOBAL
FOOD QUALITY CHAIN

CUSTOMER
SERVICE SECRET RECIPE
WEAKNESS
HIGH CALORIE MENU

QUESTIONABLE
FRANCHISE SYSTEM

LACK OF FOCUS ON
R&D
OPPORTUNITIES

TREMENDOUS GROWTH
POTENTIAL
INNOVATIVE MENU
FOCUS ON LOW COST
THREAT
COMPETITIVE THREAT

TREND TOWARDS
HEALTHY EATING

RISING OPERATIONAL
COSTS

ECONOMIC
TURBULENCES
CONCLUSION
• KFC has grown into a famous QSR brand with operations in 131 countries.
KFC is the leading source of revenue for Yum. Its presence in emerging
economies has grown which account for around 60% of the brand’s revenue.
One key thing about KFC to note is that around 97% of its restaurants are
operated by franchisees. Now, there are more than 21000 KFC restaurants
globally. While KFC is a strong brand, it also has several challenges before
it. The company is facing intense competition from the rival QSR brands.
Rising operational costs and regulatory pressures are also making the
situation challenging. To find faster growth, KFC must invest in marketing
and latest technologies to manage customer experience better.
THANK YOU!