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KFC---Kentucky Fried Chicken

headquarterAmerica Time of establishment 1952 scope of business Western fast food Nature of BusinessInternational franchising Company SloganWe Do Chicken Right

 KFC Corporation, based in Louisville, Kentucky, world's most popular chicken restaurant chain KFC operates more than 5200 outlets in us,and more than 20000 outlets around the world. 109 countries and territories around the world Everyday more than 12million customers are served at kfc Products are made on the motto of "Crispy outside, juicy inside In India, KFC is growing rapidly and today has presence in 21 cities with close to 154 restaurants

 Leading in UK, Australia, South Africa, China,USA, Malaysia and many more specializing in Original Recipe, Extra Crispy, Kentucky Grilled Chicken and Original Recipe Strips with homestyle sides, Honey BBQ Wings, and freshly made chicken sandwiches The company is ranked #239 on the Fortune 500 List, with revenues in excess of $11 billion in 2008. secret recipe for KFC chicken is kept in a safe in Louisville, KY.

KFC'S LOGO

1952

1978

1991

1997

today

HISTORICAL BACKGROUND
Founder--Colonel Harland Sanders 9/9/1890 Harland Sanders is born just outside Henryville, Indiana. 1949 Sanders marries Claudia Price Harland Sanders holds a variety of jobs including: farm hand, streetcar conductor, army private in Cuba, blacksmith's helper, rail yard fireman, insurance salesman, tire salesman and service station operator for Standard Oil.

History
1952 : The Colonel begins actively franchising his chicken business by traveling from town to town and cooking batches of chicken for restaurant owners and employees 1955 : Sanders decides to go on the road to sell his Secret Recipe to restaurants 1957 : Kentucky Fried Chicken first sold in buckets 1960 : The Colonel's hard work on the road begins to pay off and there are 190 KFC franchisees and 400 franchise units in the U.S. and Canada 1964 : Kentucky Fried Chicken has more than 600 franchised outlets in the United States, Canada and thefirst overseas outlet, in England.

 1966 : The Kentucky Fried Chicken Corporation goes

public 1969 : The Kentucky Fried Chicken Corporation is listed on the New York Stock Exchange 1971 : More than 3,500 franchised and company-owned

restaurants are in worldwide operation when Heublein Inc.

acquires KFC Corporation 1979 : KFC cooks up 2.7 billion pieces of chicken. There are approximately 6,000 KFC restaurants worldwide with sales of more than $2 billion

 1982 : Kentucky Fried Chicken becomes a subsidiary of R.J. Reynolds Industries, Inc. (now RJR Nabisco, Inc.) 2006 : More than a billion of the Colonel's "finger lickin' good" chicken dinners are served annually in more than 80 countries and territories around the world 2008 : The Colonel has a new look! KFC updates one of the most recognized, respected and beloved brand icons with a new logo

Business philosophy
KFC's business philosophy is to constantly introduce new products or sales product repackaging will ever, for early adopters to gain profit.

Social Responsibility
Social Diversity Colonels Scholars

Supplier Code of Conduct

Packaging and the Environment

Animal Welfare Program

KFC INDIA
KFC was the first fast food multinational to enter INDIA , after the economic liberalization policy of the Indian Govt. in early 1990s KFC received permission to open 30 new outlets across the country KFC opened first fast food outlet in Bangalore in June 1995 by targeting upper middle class population. PepsiCo planned to open 60 KFC and Pizza Hut outlets in next 7 yrs in the country.

TARGET MARKETS
As the outlets of KFC are in posh area and prices are too high (overhead expensesrent, air-conditioning, employees), KFC targets upper and middle classes, youth Target market depends upon size and growth rate of population,

PROMOTION
Advertising Sales Promotion Public Relations Events and Experiences Coupons, Discounts and Bundled packages

Major players

products

Swot analysis
Strength 1.Huge popular brand name and high brand loyalty 2.High number of products 3.Hygenic food and quick service 4.Good advertising and marketing 5.Strong trademarks recipes.

Weakness
1.High fat and high calorie food not good for health conscious people 2.Franchise management globally is a challenge

Opportunity
1.Introduce better vegetarian products 2.Introduce home delivery 3.Venture into newer markets 4.More spending on the resources and development as well as introducing new food items and products.

Threats
1.Threat from other eating joints/restaurants 2. With the lifestyle of people changing due to growing awareness about healthier food people now look for something healthy, low calories and delicious at the same time.

Thank u !

Thank u !