Globalization of KFC

(Kentucky Fried Chicken)

Presented By:
Hina Afridi
Slide 1 of 12 Case Study: Globalization of KFC
 Presentation Layout
Objective of Case study
Introduction
Aims of KFC
Internationalization Process
Globalization of KFC
Activities of KFC
Recommendations
Criticism of KFC
Globalization Imperative
Q/A

Slide 2 of 12 Case Study: Globalization of KFC

 Objective of Case Study
Globalization of KFC.

Slide 3 of 12 Case Study: Globalization of KFC

 Introduction
Harland Sanders founder of KFC born in 1890.
In 1930, he start a motel and caf at Corbin (A
Town in Kentucky).
Within nine years that is 1939, he developed
his secret recipe of 11 herbs and spices and
basic cooking techniques which are still used
today.

Slide 4 of 12 Case Study: Globalization of KFC

 Aims of KFC
Product Development.
Increase variety on menu.
Introduce desert menu.
Increase Profitability of KFC through.
Reduce overhead cost.
improve customer service.
Faster service.
High quality products.

Slide 5 of 12 Case Study: Globalization of KFC

 Internationalization Process.
In 1952, Harland Sandar franchise his chicken from town to
town in restaurants.
In 1957, Kentucky Fried Chicken first sold in buckets.
In 1960, 190 KFC franchisees and 400 franchise units in the
U.S.
In 1960, more than 600 franchised outlets in the United
States, Canada and the first overseas outlet, in England.
In 1971, more than 3,500 franchised.
Now, There are over 14,000 KFC outlets in 105 countries
and territories around the world.

Slide 6 of 12 Case Study: Globalization of KFC

 Globalization of KFC.
The main reason for globalization are.
Potential demand in foreign market
Saturation of domestic markets
Follow domestic customers that go abroad.
According to Sandeep Kohli, managing director
(Indian subcontinent).
We plan to expand to wherever our customers
are and there is no limit to our expansion,

Slide 7 of 12 Case Study: Globalization of KFC

 Activities of KFC
Colonels Scholars.
Social diversity.
Supplier Code of Conduct
Compliance with Laws and Regulations.
Employment Practices.
Working Hours & Conditions.
Child Labor.
Audits and Inspections.

Slide 8 of 12 Case Study: Globalization of KFC

 Criticism of KFC
PETA since 2003, People for the ethical
treatment of animals has protested KFC choice
of poultry suppliers world wide.
Greenpeace accused KFC of destroying the
Amazon Rainforest.
The advertising campaign of KFC does not
specifically appeal to any segment.

Slide 9 of 12 Case Study: Globalization of KFC

 Recommendations
KFC should stop purchasing soy from Cargill, to
avoid contributing to the destruction of the
Amazon.
KFC should give more emphasis on products
innovation strategy and should launch new
Products rapidly to keep pace with the
competitive market.
KFC should have a defined target market.

Slide 10 of 12 Case Study: Globalization of KFC

Globalization Imperative
The objective of globalization is think beyond exporting and
importing in order to gain following benefits.
Cost reduction
Improved quality of products and programs
Enhanced customer preference and
Increased competitive advantage on a global basis.
Global marketing refers to a strategy for achieving one or more o
four major categories of potential globalization benefits
Globalization marketing is imperative due to
Saturation of Domestic Markets.
Global Competition
Global Cooperation
Slide 11 of 12 Case Study: Globalization of KFC
 Any Question

Slide 12 of 12 Case Study: Globalization of KFC