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    Presentation McDonald's

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    Gabriela Morari
    KFC is the world's largest chicken fast food restaurant chain. It was founded in the 1930s in Kentucky by Colonel Harland Sanders who developed the secret recipe of 11 herbs and spices used in KFC's fried chicken. By the 1960s, KFC had expanded significantly with over 600 franchised locations across the US and Canada. Today it has over 13,000 restaurants in more than 80 countries worldwide. When KFC entered India in the 1990s, it faced regulatory issues and protests over its treatment of chickens. It shut down all but one location but re-entered India in 2003 with strategies tailored for the Indian market. KFC aims to be the leading Western quick service restaurant chain in India through quality food, friendly service

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    Presentation McDonald's

    Uploaded by

    Gabriela Morari
    87 views13 pages
    KFC is the world's largest chicken fast food restaurant chain. It was founded in the 1930s in Kentucky by Colonel Harland Sanders who developed the secret recipe of 11 herbs and spices used in KFC's fried chicken. By the 1960s, KFC had expanded significantly with over 600 franchised locations across the US and Canada. Today it has over 13,000 restaurants in more than 80 countries worldwide. When KFC entered India in the 1990s, it faced regulatory issues and protests over its treatment of chickens. It shut down all but one location but re-entered India in 2003 with strategies tailored for the Indian market. KFC aims to be the leading Western quick service restaurant chain in India through quality food, friendly service

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    KFC is the world's largest chicken fast food restaurant chain. It was founded in the 1930s in Kentucky by Colonel Harland Sanders who developed the secret recipe of 11 herbs and spices used in KFC's fried chicken. By the 1960s, KFC had expanded significantly with over 600 franchised locations across the US and Canada. Today it has over 13,000 restaurants in more than 80 countries worldwide. When KFC entered India in the 1990s, it faced regulatory issues and protests over its treatment of chickens. It shut down all but one location but re-entered India in 2003 with strategies tailored for the Indian market. KFC aims to be the leading Western quick service restaurant chain in India through quality food, friendly service

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    87 views13 pages

    Presentation McDonald's

    Uploaded by

    Gabriela Morari
    KFC is the world's largest chicken fast food restaurant chain. It was founded in the 1930s in Kentucky by Colonel Harland Sanders who developed the secret recipe of 11 herbs and spices used in KFC's fried chicken. By the 1960s, KFC had expanded significantly with over 600 franchised locations across the US and Canada. Today it has over 13,000 restaurants in more than 80 countries worldwide. When KFC entered India in the 1990s, it faced regulatory issues and protests over its treatment of chickens. It shut down all but one location but re-entered India in 2003 with strategies tailored for the Indian market. KFC aims to be the leading Western quick service restaurant chain in India through quality food, friendly service

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 13

    INTRODUCTION

    KFC is the worlds No.1 Chicken

    QSR.
    Leading in UK, Australia, South
    Africa, China,USA, Malaysia and
    many more.
    Introduced many offerings for its
    growing customer base in India
    while staying rooted in the taste
    legacy of Colonel Harland
    Sanders secret recipe.
    Products are made on the motto
    ofCrispy outside, juicy inside .
    In India, KFC is growing rapidly
    and today has presence in 21

    HISTORICAL
    BACKGROUND
    In 1930s Colonel Harland Sanders

    some distinguished Kentucky folks


    licking their fingers.
    Founder of the original Kentucky Fried
    Chicken, was born on September 9,
    1890.
    By 1964, Colonel had 600 franchise
    outlets for his chicken across the
    United States and Canada.
    KFC now stretches worldwide with
    more than 13,000 restaurants in more
    than 80 countries and territories

    PROBLEMS FACED
    Why doesn't KFC use healthier

    oil?: the oil does have dangerous


    trans-fatty acids.
    Is KFC's food really that
    unhealthy?: a three-piece extracrispy combo meal contains as
    much as 15 g of Trans fat--more
    than a person should ingest in a
    week.
    What are other chains doing?: the
    Cheesecake Factory is doing so
    already, McDonald's backpedaled
    on a promise to cut Trans fats and
    says it's studying alternative oils,
    as is Burger King.

    PROBLEMS FACED IN
    INDIA..
    KFC entered India in 1995,
    The regulatory authorities found that

    KFC's chickens did not adhere to the


    Prevention of Food Adulteration Act,
    1954
    KFC faced severe protests by People
    for Ethical Treatment of Animals
    (PETA), an animal rights protection
    organization.
    PETA accused KFC of cruelty towards
    chickens and released a video tape
    showing the ill-treatment of birds in
    KFC's poultry farms

    RE-ENTRY OF KFC
    The company had to shut all but

    one outlet in the country.


    Recently in 2003 it made a quiet
    re-entry into the Indian market.
    Came up with the strategies and
    menu that is desirable by the
    Indian consumers.
    Mission statement
    To be the leader in western
    style quick service restaurants
    through friendly service, good
    qualit food and clean
    atmosphere

    GOALS OF KFC..
    Build an organization dedicated to

    excellence.
    Deliver superior quality and value in
    our products and services.
    Maintain a commitment to innovation
    Generate consistently superior
    financial returns and benefits our
    owner and employees.
    Establish in India our position as
    leading WQSR (Western Quick
    Service Restaurant) chain, serving
    good value.

    STRENGHTS.
    KFC's secret recipe: the "secret

    recipe" was the initial home


    replacement strategy.
    Name recognition and reputation: the
    KFC logo was the only one which
    significantly enhance the brand's
    image
    Conflicting cultures of KFC and Pepsi
    Co.
    Turnover in top management.
    Recent contractual disputes with
    franchisees in the United States.

    OPPORTUNITIES..
    New

    Markets: Globalisation has


    opened doors for new markets for
    the company
    Cross Culture: Generally there is a
    good acceptance of American culture
    of fast food in India
    Large Youth population: India has a
    very large share of youth population
    a compared to other countries.
    New variety: Company can also
    come up with new variety in the
    menu likePizzas, garlic breads to
    attract more customers.

    THREATS.
    Competition: Competitor companies

    like McDonalds are fast catching up


    with the market.
    Organizations like PETA People for
    Ethnic Treatment for Animals have
    given a bad name to the company
    Saturated US Market: Now KFC
    cannot rely on just its home market to
    generate sales. As the US markets
    are already saturated and leave no or
    little scope for growth,

    PROBLEMS.
    No defined target market.

    Saturation of the U.S. Market.


    Health Conscious Consumers.
    Increased Start Up Costs.

    PRODUCTS OF KFC.

    THANK YOU.

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