MINOR PROJECT

ON
“a study on busissness deveploment
strategy on KFC”
Submitted in the partial fulfillment for the award of Degree of Bachelor in

Commerce 2019-2022

UNDER THE GUIDANCE :- SUBMITTED BY:-

MS.INDU MAM AMAN GARG

ENROLLMENT No.- 01124288819

BATCH No. 2019-2022

CHANDERPRABHU JAIN COLLAGE OF HIGHER STUDIES SCHOOL of LAW

An ISO 9001-2008 Certified institute (Approved by Govt. of NCT of Delhi

Affiliated to Guru Gobind Singh Indraprastha University, Delhi)

Plot No OCF Sector A-8, Narela New Delhi-40

 CERTIFICATE
This is to certify that Report entitled “BUSINESS DEVEPLOMENT
STRATEGY ON KFC’’ which is submitted by Mr. Aman Garg in partial
fulfillment of the requirement for the Award degree B.com (H) (2019-
2022) to GGSIP University, Dwarka,Delhi is a record of the candidate
own work carried out by him under our supervision.

Date: Supervisor
Signature:
 DECLARATION
This is to certify that report entitled ʻʻBUSINESS DEVEPLOMENT
STRATEGY ON KFC” which is submitted by me in partial fulfillment of
the requirement for the award of degree B.com (H) to GGSIPU
University, Dwarka, Delhi comprises only my original work and due
acknowledgement has been made in the text to all other material used.

Date: Name of Student

APPROVED BY Name of Subject Teacher

 ACKNOWLEDGEMENT
It has been a great pleasure for me to work on his project. My sincere
thanks to my entire teacher for giving me an opportunity to work on
this project whereby. I was given a chance to study level in customers
which helped me to increase the spam of my knowledge and developed
my thinking on more practical lines. I think her for her guidance and
support throughout the time when I was working on this project.

I express my sincere thanks to my parents, friends who encouraged

me throughout this project.

Signature
TABLE OF CONTENTS
Student declaration……………………………………………1
Certificate for the guide……………………………………..2
Acknowledgment…………………………………………….3

CHAPTER-1: INTRODUCTION
1.1About the industry
1.2About Organization

CHAPTER-2: LITERATURE REVIEW

2.1 Literature review
2.2 About the Topic
 CHAPTER -1

ABOUT

THE

KFC

INDUSTRY
ABOUT THE KFC INDUSTRY
The global trend of food consumption greatly influenced our values, our
lifestyle, and the young generation.  In this research paper, we will try to find
out the effects of the fast food chain industry with regards to our environs
whether on the political, social and economic aspect, technological and
ecological as well.

The subject industry for this study is the Kentucky Fried Chicken ranks 5th
among the globally known chain restaurant business that was owned by
Colonel Sanders.  KFC has its beginnings in California even before the 60’s and
in 1974 the Association of Kentucky Fried Chicken Franchisees, Inc. (AKFCF)
was formed which became the pivotal point to what it is viewed today.  The
National Association mission statement adopted in September 12, 1993 at
Washington D.C. stated that members are “…united to protect, promote and
advance the mutual interests of all franchisees and the Kentucky Fried
Chicken System (The Association of Kentucky Fried Chicken Franchisees).”

That was the beginning of fast food chains in which the needed concept of
protecting a growing business lead the franchisee whom the first owner called
“the family”, towards a development far greater than they have envisioned
and has reached every corners of the world.

The Social, political and Economic Aspect of a Fast Food Chain Industry

When families’ eats out for lunch or go for a takeaway, who is asked what to
eat?  Normally it will be the children who would say “Pa or Ma buy me a fried
chicken”.  In the anthropological study of Fuji Lozada he stated that “children
are decision makers whether an urban family will patronize a KFC restaurant
(Lozada). For these reason, any institutions or social groups implement their
visions by using children’s consumption for both material and cultural goods. 
In many instances it has been the trend on which influence the shaping of
children’s experiences.  Birthdays and gatherings for children more or less
ended in a fast food or the KFC restaurant.  It is usually a fun experience for
kids to bring out some Sanders toys and play with the mascots.

Since the industry is rapidly growing and it has been there for more than two
generations, a woman at age 45 would recall that her mom brought her to KFC
when she’s a kid.  The business was able to find its way sleekly to everyone’s
consciousness whether it be positive or negative, people say a lot about it. 
However, there are ups and downs in business, and to KFC their company
mission was able to surmount its valleys and peaks.  Its long history was able
to face challenges that brought them out of its realm.  Challenges that they
manage to discover the world outside.

KFC market share is more than 50% that makes it hard for new company to
enter the market .  However before 2000, KFC began to address its declining
market by building smaller outlet located in airports, shopping malls, cinemas,
and even hospitals.  Merging with PepsiCo contributed to its decline because
of cultural issues regarding problems with employees who are used to a self
governing management to a system who commands tighter control on
operations .

Growing competition due to market saturation of the branded chicken

business made it difficult for KFC to raise their prices (Fratfiles).  Also, the
new line such as the crispy strips and sandwiches overthrow the sale of the
fried chicken.  Cholesterol conscious consumers also think that it is a
bucketful of fried medical trash.  To some it is an easiest way to feed a hungry
appetite.

It was a long way that KFC Corporation eventually created a contract

acceptable to the U.S. systems of franchisees.  Supply and distribution was
governed by the National Purchasing Cooperative now part of LLC and Unified
Foodservice Purchasing Co-op. It was the combination of AKFC and NFAC
efforts to address the problem on competition and distribution that would
benefit all its franchisees (The Association of Kentucky Fried Chicken
Franchisees).  Together with their renewed share of the traditional sense of
family and purpose, annual convention of about 2,500 members gathers to
review and construct its company mission in promoting its members
investment the healthy way towards the new millennium.
The Global fast food industry grew by 1.5% in the year 2006 and forecasted in
five years to have a value of U.S. $125 billion assuming there is an increase of
22% (Datamonitor).  The Americas generates 63.1% of market revenues
making it the biggest market worldwide (Datamonitor).  Fast food operates on
sale of set meals or a combination of food and drinks, consumed immediately
on the premises such as food courts or for consumption elsewhere and food
deliveries.  Sales are valued in the amount spent by food service operators and
not the amount of food consumed by consumers, these gives price differences
depending on their other costs that would generate them a profit.

Those above valuing determine the amount of money a food and drink
manufacturer will compete with the rest.  Pricing in other parts of the world
are converted into annual exchange rates.  Volumes on sale are classed by a
number of visits of customers to any foodservice locations and that means
even multiple purchases are counted as one transaction. For these reason, we
encounter value or set meals and a cost of a piece quite expensive than more
palatable. It is a real different thing when compared to a dine-in or fine dining
restaurants.

Also there are issues about passed regulation on public nutrition information
being blocked by a federal judge but was preempted by federal law (Health). 
Legal councils or framers whatever it means probably diluted their brains to
the so called the “chicken diet concept”.  The nutrition law requires food chain
with 15 units to provide nutrition information on their menu.  That is
providing consumers with informed choices that could help them and their
families in making the right choices.

The Technological and Ecological Aspect and Economic Situation of

Consumers and Producers

Though the industry created more jobs and a modern technology that makes
preparation of mass produced meal easy and convenient, it has been declared
that meat packing is one of the most dangerous jobs in the world.  Young
people also resorted to this work and are underpaid.  Some labor practices are
affected not only in terms of compensation but on tenure and job security. 
Truly it makes the gap of the rich and poor wider.  The bias of society between
the working poor and the global tycoons could be seen in economic situation
of the families of working class between the business entrepreneurs.
While in spending, teenagers allowances goes to fast food consumptions. 
More money is spent daily on food than in education.  The Americans spend
U.S. $110 billion in the year 2000 alone (Schlosser).  How many billions of
people consume chicken everyday around the world?  And since it is a fad,
where are those volumes of white meats come and go? The demand of this
commodity has affected the supply and deregulated the cost in the market.  It
has implications on the entire industry from the breeding of the chicken to the
poultry farms.  Feeds and operations cost of the producers was high and the
profit became very law as the demand grows.  The buyer dictates the price
without giving due respect to the amount of time and operations of its
business support group.

Environmental and technology research programs are being conducted to

focus on the procedure on how to reduce emissions and wastes caused by
consumption and production for its sustainable use of natural resources. 
These are major concern needed to be addressed immediately. A research on
integrated product policy is needed but it is still in the initial stage
(Programmers).  Efforts on companies and consumers with the government
are greatly needed at this stage in order to prevent any conditions that would
further contaminate the soil and ground waters.  Though waste-management
is one of the major concerns of each locality today and major services where
tax are spent, improvements and its efficiency should be clarified.  In malls or
commercial establishments, grease trap located in every sinks are being
imposed on franchisees but this is the least that Sanitation or Health Officer
can do.  Management of the environmental impacts of consumption and
production contaminating soil and water should be reviewed so that remedy
can be applied for example, treatment of waste water and drinking water and
the installation of sewage treatment facilities.

Based on the above scenario, there are no easy way to get a profit, the fast
food industry was institutionalized and has greatly influenced how the
present generation adapted to the new environment.  Family tradition on
meals prepared at home is now becoming unfamiliar.  All is fast moving
including the food we eat.

In conclusion, there are more negative effects in over consumption of one type
of food, or the fast food chain revolution.  It dictates the demand and
consumption and it creates a fad that may not be healthy in the long run.  The
New York City Board of Health informed the general public that beginning 31
March 2008, food chain should include in their menu board a calorie list
(Health).  This is to guide the consumer in making decision when it comes to
the purchase of food.

Positive effects can be seen in the rapid expansion of commercial

establishments and manufacturing of the products, it has provided many
millions of dollars to investors and propelled the expansion in real estate
businesses even globally.  It also added to the government revenues but in the
long run may also create huge expenses for the state to remedy its impacts on
many the many environs of a particular state.  However, it mitigated the
disvaluing effect on how well people spent their earnings and how producers
and workers are paid.
KFC (Kentucky Fried Chicken)
KFC, also known as Kentucky Fried Chicken, is an American fast food
restaurant chain headquartered in Louisville, Kentucky, that specializes
in fried chicken. It is the world's second-largest restaurant chain (as measured
by sales) after McDonald's, with 22,621 locations globally in 136 countries as
of December 2018. The chain is a subsidiary of  Yum! brands, a restaurant
company that also owns the Pizza Hut, Taco Bell, and Wing Street chains.
KFC was founded by Colonel Harland Sanders, an entrepreneur who began
selling fried chicken from his roadside restaurant in Corbin, Kentucky, during
the Great Depression. Sanders identified the potential of the
restaurant franchising concept, and the first "Kentucky Fried Chicken"
franchise opened in Utah in 1952. KFC popularized chicken in the fast food
industry, diversifying the market by challenging the established dominance of
the hamburger. By branding himself as "Colonel Sanders", Harland became a
prominent figure of American cultural history, and his image remains widely
used in KFC advertising to this day. However, the company's rapid expansion
overwhelmed the aging Sanders, and he sold it to a group of investors led
by John Y. Brown Jr. and Jack C. Massey in 1964.
KFC was one of the first American fast food chains to expand internationally,
opening outlets in Canada, the United Kingdom, Mexico, and Jamaica by the
mid-1960s. Throughout the 1970s and 1980s, it experienced mixed fortunes
domestically, as it went through a series of changes in corporate ownership
with little or no experience in the restaurant business. In the early-1970s, KFC
was sold to the spirits distributor Heublein, which was taken over by the R.J.
Reynolds food and tobacco conglomerate; that company sold the chain
to PepsiCo. The chain continued to expand overseas, however, and in 1987, it
became the first Western restaurant chain to open in China. It has since
expanded rapidly in China, which is now the company's single largest market.
PepsiCo spun off its restaurants division as Tricon Global Restaurants, which
later changed its name to Yum! Brands.
KFC's original product is pressure-fried chicken pieces, seasoned with
Sanders' recipe of 11 herbs and spices. The constituents of the recipe
represent a notable trade secret. Larger portions of fried chicken are served in
a cardboard "bucket", which has become a well-known feature of the chain
since it was first introduced by franchisee Pete Harman in 1957. Since the
early-1990s, KFC has expanded its menu to offer other chicken products such
as chicken fillet sandwiches and wraps, as well as salads and side dishes such
as French fries and coleslaw, desserts, and soft drinks; the latter often
supplied by PepsiCo. KFC is known for its slogans "It's Finger Lickin' Good!",
"Nobody does chicken like KFC", and "So good".

History
Harland Sanders was born in 1890 and raised on a farm outside Henryville,
India na (near Louisville, Kentucky). When Sanders was five years old, his
father died, forcing his mother to work at a canning plant. This left Sanders, as
the eldest son, to care for his two younger siblings.] After he reached seven
years of age, his mother taught him how to cook. After leaving the family home
at the age of 13, Sanders passed through several professions, with mixed
success. In 1930, he took over a Shell filling station on US Route 25 just
outside North Corbin, Kentucky, a small town on the edge of the Appalachian
Mountains. It was here that he first served to travelers the recipes that he had
learned as a child: fried chicken and other dishes such as steaks and country
ham. After four years of serving from his own dining room table, Sanders
purchased the larger filling station on the other side of the road and expanded
to six tables. By 1936, this had proven successful enough for Sanders to be
given the honorary title of Kentucky colonel by Governor Ruby Laffoon. In
1937 he expanded his restaurant to 142 seats, and added a motel he
purchased across the street, naming it Sanders Court & Café.
Sanders was unhappy with the 35 minutes it took to prepare his chicken in an
iron frying pan, but he refused to deep fry the chicken, which he believed
lowered the quality of the product. If he pre-cooked the chicken in advance of
orders, there was sometimes wastage at day's end. In 1939, the first
commercial pressure cookers were released onto the market, mostly designed
for steaming vegetables. Sanders bought one, and modified it into a pressure
fryer, which he then used to fry chicken. The new method reduced production
time to be comparable with deep frying, while, in the opinion of Sanders,
retaining the quality of pan-fried chicken.
In July 1940, Sanders finalised what came to be known as his "Original Recipe"
of 11 herbs and spices. Although he never publicly revealed the recipe, he
admitted to the use of salt and pepper, and claimed that the ingredients "stand
on everybody's shelf". After being recommissioned as a Kentucky colonel in
1950 by Governor Lawrence Wetherby, Sanders began to dress the part,
growing a goatee and wearing a black frock coat (later switched to a white
suit), a string tie, and referring to himself as "Colonel". His associates went
along with the title change, "jokingly at first and then in earnest", according to
biographer Josh Ozersky.

Harland Sanders in character as "The Colonel"

The Sanders Court & Café generally served travelers, so when the route
planned in 1955 for Interstate 75 bypassed Corbin, Sanders sold his
properties and traveled the US to franchise his chicken recipe to restaurant
owners. Independent restaurants would pay four (later five) cents on each
chicken as a franchise fee, in exchange for Sanders' "secret blend of herbs and
spices" and the right to feature his recipe on their menus and use his name
and likeness for promotional purposes. In 1952 he had already successfully
franchised his recipe to his friend Pete Harman of South Salt Lake, Utah, the
operator of one of the city's largest restaurants.
Don Anderson, a sign painter hired by Harman, coined the name "Kentucky
Fried Chicken". For Harman, the addition of KFC was a way of differentiating
his restaurant from competitors; a product from Kentucky was exotic, and
evoked imagery of Southern hospitality. Harman trademarked the phrase "It's
finger lickin' good", which eventually became the company-wide slogan. He
also introduced the "bucket meal" in 1957 (14 pieces of chicken, five bread
rolls and a pint of gravy in a cardboard bucket). Serving their signature meal
in a paper bucket was to become an iconic feature of the company.
By 1963 there were 600 KFC restaurants, making the company the largest fast
food operation in the United States. KFC popularized chicken in the fast food
industry, diversifying the market by challenging the established dominance of
the hamburger.
In 1964, Sanders sold the company to a group of investors led by John Y.
Brown Jr. and Jack C. Massey for US$2 million (around US$15 million in 2013).
The contract included a lifetime salary for Sanders and the agreement that he
would be the company's quality controller and trademark. The chain had
reached 3,000 outlets in 48 different countries by 1970. In July 1971, Brown
sold the company to the Connecticut-based Heublein, a packaged food and
drinks corporation, for US$285 million (around US$1.6 billion in 2013).
Sanders died in 1980, his promotional work making him a prominent figure in
American cultural history. By the time of his death, there were an estimated
6,000 KFC outlets in 48 different countries worldwide, with $2 billion of sales
annually.
In 1982, Heublein was acquired by R. J. Reynolds, the tobacco giant. In July
1986, Reynolds sold KFC to PepsiCo for $850 million (around US$1.8 billion in
2013). PepsiCo made the chain a part of its restaurants division
alongside Pizza Hut and Taco Bell. The Chinese market was entered in
November 1987, with an outlet in Beijing.
In 1991, the KFC name was officially adopted, although it was already widely
known by that initialism. Kyle Craig, president of KFC US, admitted the change
was an attempt to distance the chain from the unhealthy connotations of
"fried". The early 1990s saw a number of successful major products launched
throughout the chain, including spicy "Hot Wings" (launched in 1990),
popcorn chicken (1992), and internationally, the "Zinger", a spicy chicken
fillet sandwich (1993). By 1994, KFC had 5,149 outlets in the US, and 9,407
overall, with over 100,000 employees. In August 1997, PepsiCo spun off its
restaurants division as a public company valued at US$.5 4billion (around
US$6.5 billion in 2013). The new company was named Tricon Global
Restaurants, and at the time had 30,000 outlets and annual sales of US$10
billion (around US$14 billion in 2013), making it second in the world only to
McDonald's. Tricon was renamed Yum! Brands in May 2002.
By 2015, the company was struggling, having lost business to other retailers
and being surpassed by Chick-fil-A as the leading chicken retailer in the U.S.
three years previously. To combat this, the company launched a new initiative
with a plan to revamp its packaging, decor and uniforms, as well as expanding
its menu. Additionally, beginning in May 2015, a new series of advertisements
was launched featuring Darrell Hammond as Colonel Sanders. Subsequently,
in a planned rotation of actors, Norm Macdonald, Jim Gaffigan, George
Hamilton and Rob Riggle portrayed Sanders in similar ads through the fall of
2016. In January 2018, Country Music icon Reba McEntire was chosen to be
KFC's first female Colonel Sanders.
WHAT IS KFC
KFC Corporation founded and also known as Kentucky Fried Chicken is a
chain of fast food restaurants based in Louisville, Kentucky. KFC has been a
brand and operating segment, called a “concept”, of Yum! Brands since 1997
when that company was spun off from PepsiCo as Tricon Global Restaurants
Inc. The company was founded as Kentucky Fried Chicken by Colonel Harland
Sanders in 1952, through the idea of KFC’s fried chicken actually goes back to
1930. The company adopted the abbreviated form of its name in 1991.
Starting in April 2007, the company began using its original name, Kentucky
Fried Chicken, fir its signage, packaging and advertisement in the United State
as part of a new corporate rebranding program, newer and remodeled
restaurants will have the new logo and name while older stores will continue
to use the 1980s signage.

Since its inception, KFC has evolved through several different organizational
changes. These changes were brought about due to the changes of ownership
that followed since Colonel Sanders first sold KFC in 1964. In 1964, KFC was
sold a small group of inventors that eventually took it public. Heublein, Inc,
purchased KFC in 1971 and was highly involved in the day to day operations.
R.J. Reynolds then acquired Heublein in 1982. R.J. took a more laid back
approach and allowed business as usual at KFC. Finally, in 1986, KFC was
acquired by PepsiCo, which was trying to grow is quick serve restaurant
segment. PepsiCo presently runs Taco Bell, Pizza Hut and KFC. The PepsiCo
management style and corporate culture was significantly different from that
of KFC.

By the end of 1994, KFC was operating 4 258 restaurants in 68 foreign

countries. KFC is the largest chicken restaurant and the third largest quick
service chain in the world. Due to market saturation in the United States,
international expansion will be critical to increased profitability and growth.
The companies of KFC have more than 36 000 locations around the world. The
company is ranked number 239 on the Fortune 500 list, with revenues in
excess of $11 billion in 2008. Every day, more than 12 million customers are
served at KFC restaurants in 109 countries and territories around the world.
The companies of KFC more than 15 000 units around the world.

SWOT ANALYSIS
SWOT analysis is a strategic planning method used to evaluate the strengths,
weaknesses, opportunities and threats involved in a project or in a business
venture. It involves specifying the objective of the business venture or project
and identifying the internal and external factors that are favorable and
unfavorable to achieving that objective. A SWOT analysis must first with
defining a desired end state or objective. A SWOT analysis may be
incorporated into the strategic planning model. Strategic Planning, including
SWOT and SCAN analysis, has been the subject of much research.

After that, in SWOT analysis have the strengths, weaknesses, opportunities

and threats. The strengths are attributes of the person or company that are
helpful to achieving the objectives. The weaknesses are attributes of the
person or company that are harmful to achieving the objectives. After that, the
opportunities means external conditions that are helpful to achieving the
objectives and the last is threats means that external conditions which could
do damage to the objectives.

In the strength have the lack of secondary trading such as sukuk flexibility of
the Syariah, Syariah Supervision, advantages of religious preposition, less use
of money for speculative purpose, divine sources, Islamic rating agencies,
morale and commitment to serve, huge amount of saving, innovative aspect,
location wise and geographically, transparency, justice and fairness, according
standards, quality of service, legal and regulatory framework and information
system. After that, the weaknesses have are lack of standardization, reverse
engineering of conventional product, there are differences in theory and
practice, lack of Islamic gedging mechanism, no fixed obligations, unresolved
fiqh issue, small percentage of profit loss sharing product, lack of qualified
personnel, time or season factors, disadvantages of proposition, divergence of
Shariah opinion and lack of Shariah compliant investment avenue.
 CHAPTER-2

RESEARCH

METHODOLOGY
RESEARCH METHODOLOGY

2.1. Introduction
Only a few researchers have studied about fast food due to the recent origin of
the fast food industries. At the early stage of the present exercise, a review of
relevant literatures was undertaken to understand what has already been
done by expert committees and researchers in the sphere of fast food
industries and the various institutional arrangements for the promotion of
fast food industries. The review was also made in various theses, project
reports, books and articles which enabled the researcher to identify certain
lacunae in the previous studies and helped to identify new area for current
research. A number of studies have been conducted pre viously under various
national and international studies related to this topic.

2.2Entreprenurship Development
S.N. Arjun Kumar (2012)11 in his study entitled “Entrepreneurial spirit and
motivation in small scale industries: A study of Mahabubnagar district, AP,
India. In this study the entrepreneurial spirit and motivation in small scale
industries. Entrepreneurship development institutions are trying level best to
identify the factors that motivate them. Before guiding them. It is necessary to
find from the existing entrepreneurs. This paper tends to identify the sources
of inspiration, motivating and facilitating factors, and rewards punishments.
Measures which existing entrepreneurs used to motivate 1. S.N. Arjun Kumar,
“Entrepreneurial spirit and motivation in small scale industries : A study of
Mahabubnagar district, AP, India, International conference on Technology and
Business Management, March26 -28, 2012, . employees’ awareness about
business environment, factors effecting entrepreneurial growth, opinions on
licensing, subsidies and sources of business opportunities. NorasmahOthman,
et.al (2012)12 in their study entitled “Entrepreneurship program evaluation
in polytechnics: teaching staff’s perspectives”. It survives in complex and
dynamic economics challenges involved in the entrepreneurship program can
stimulate students’ entrepreneurial knowledge, experiences and skills.
Therefore, teaching staff have a vital role in stimulating and motivating the
students’ involvement. This paper aims to evaluate entrepreneurship
programs in polytechnics from teaching staffs’ perspective. 109 samples were
chosen from polytechnics from six zones in Malaysia. This study uses
descriptive survey method, using questionnaires. The findings showed that
institutional dimension is at moderate high level, with highest mean obtained
from the support given by administrators whilst the teaching staff’s level of
knowledge obtained lowest mean score. Ansar. A. Rajput et.al., (2011)13in
their study entitled “the impact of resources on entrepreneurial success - a
case study on commercial fast food SMEs”. This analysis has endeavored to
investigate the impact of resource (RES) factor on entrepreneurial success for
Pakistani SMEs. While investigating the impact, the author has benefited from
the 2. Norasmah Othman, et.al, “Entrepreneurship program evaluation in
polytechnics: teaching staffs’ perspectives”, International conference on
Economics, Trade and development Volume 36, 2012,. 3. Ansar A. Rajput, “The
impacts of resources on entrepreneurial success - a case study on commercial
fast food SMEs, International Journal of Research in Commerce and
Management, Volume No. 2, issue No. 9 , 2011,. experiences of successful
entrepreneurs engaged in commercial fast-food sector. It argues that resource
(RES) is a very important factor to determine profitability and business
success in this sector. It further argued that seeking economic growth through
the growth of SMEs sector is most appropriate strategy given the labor-
abundant and capital scarce nature of the economy. The proposed model is
analyzed through statistical and econometric techniques. The results so
obtained validates theoretical model. The study concludes that sufficient
resources including finance, marketing, leadership and experience are needed
for the success of commercial fast-food SMEs. Halifax et.al., (2008)14 in their
study entitled “A Comparative Analysis of Characteristics and Challenges of
Male and Female Entrepreneurs in India”. In their study explained the real
sense there is hardly much of difference in performance between male and
female entrepreneurs. But many experts are of opinion that there exists a
marked difference between the male and female entrepreneur’s
characteristics. Biologically both male and female entrepreneurs are different.
Women are regarded as a fair sex because they are physically weaker than
their male counterparts. There are certain inherent characteristics which
women entrepreneurs exhibit more than men. Common traits of successful
entrepreneurs irrespective of their sex are : high need for achievement,
internal locus of control, high need for independence and effective leadership.
4. Halifax ,“a comparative analysis of characteristics and challenges of male
and female entrepreneurs in India”, Advancing small business and
Entrepreneurship from Research to results, international council for small
business world conference, June 22-25, 2008.

2.2 Objective of Kentucky

Fried Chicken
Objective of the Kentucky Fried Chicken (KFC) have two objectives are stated
objective and implied objective.

 First objectives in the stated objective are product development. In this

objective the KFC do the increase variety on menu, introduce desert
menu and introduce buffet to restaurants.

 Second objectives from the stated objective is introduction on the

Neighborhood Program with menu items target African Americans in
major cities with the items of greens, macaroni and cheese, peach
cobbler and red beans and rise. Besides that, menu items targeting
Hispanics in major cities with the items of fried plantains, flan and tress
leeches.

 Third objectives is implementation on non-traditional units including

the shopping mall food courts, universities, hospitals, airports,
stadiums, amusement parks, office building and mobile units. After that,
in this objectives want to increase profitability of KFC through the
reduced overhead costs, increased efficiencies, improved customer
service, cleaner restaurants, faster and friendlier service and continued
high quality products. Also have to resolve franchise problems in the
United States.

In implied objectives have four objectives.

 Fourth objective is expansion of international operations to provide the

increased percentage of overall sales growth and increased percentages
 of profit growth. Also want to increased expansion of franchises into
Mexico. The next objective is expansion of franchise operation beyond
Central America, continued promotion of healthier image through
removal of the world “fried” from the name and to improve menu
selection of rotisserie.

Industry analysis is important to unusual for a firm in a troubled industry to

perform well. The economic structure of an industry is not an accident. It is
complexities are the result of long term social trends and economic forces. But
its effects to the business manager are immediate because it determines the
competitive rules and strategies to use.

 Fifth objectives forces that are widely use to assess the structure of any
industry. The five forces are the bargaining power of supplier,
bargaining power of the buyers, threat of new entrants, threat of
substitute and rivalry among competitors. The strength of the five
forces determines the profit potential in an industry by influencing the
price, costs and required investment of business it is the element of
return on investment. Stronger forces are associated with a more
challenging business environment.

In the first forces is bargaining power of suppliers that’s means any business
requires inputs such as labor, parts, raw, materials and services. The cost of
inputs can have a significant effect to company’s profitability. Whether the
strength of suppliers represent a weak or string force thing on the amount or
bargaining can exert and ultimately on how can influence the terms and
conditions of transaction in their favor. Besides that’s, to reducing the
bargaining power of suppliers are reduce inventory costs by providing just in
time delivers, enhance the value of goods and services supplied use of
information about customer needs and preferences and speed the adoption of
new technologies.

Second forces is bargaining power of buyers that’s the power of buyers

describe the effect that the customers have on the profitability of the business.
The transaction between the seller and the buyer creates value for both
parties. Buyers have more power when the industry has many small
companies supplying the product and buyers are few and large. After that the
customers have access to and are able to evaluate market information. To
reducing the bargaining power of buyers are increasing their loyalty to the
business through partnerships or loyalty programs, selling directly to
customers, or increasing the inherent or perceived value of a product by
adding features or banding.

The next forces of the industry are threat of new entrants that’s means the
new entrants is the possibility that new firms will enter the industry. New
entrants bring a desire to gain market share and often have significant
resources. Analyzing the threat of new entrants involves examining the
barriers to entry and the expected reactions of existing firms to new
competitors. These barriers protect the companies already in business by
being a hurdle to those trying to enter the market. Entry barriers are unique
for each industry and situation, and a change over time. The threat of new
entrants is greatest when the processes are not protected by regulations or
patents and competitors may be scared away when the learning curve is
steep, competitors will be attracted to an industry where the production
process is easily learned.

The threat of substitutes is forces of industry. Be aware that substitute

products can come in many shape and size, and do not always come from
traditional competitors. Products from one business can be replaced by
products from another. Substitute products are those that can fulfill a similar
need to the one product fills. Substitutes are a greater threat when the
products does not offer any real benefit compared to other products. After
that, it is easy for customers to switch. Means that’s a grocer can easily switch
from paper to plastic bags for its customers, but bottler may have to
reconfigure its equipment and retains its workers if it switches from
aluminum cans to plastic bottles. To reducing the threat of substitutes is using
tactics such as staying closely in tune with customer preference and
differentiating the product by branding.

The last forces are rivalry among competitors. Competition is the foundation
of the free enterprise system yet with small business even a little competition
goes a long way. Because company in an industry is mutually dependent,
actions by one company usually invite competitive retaliation. Rivalry among
competitors is often the strongest of the five competitive forces, but can vary
widely among industries. If the competitive force is weak, companies may be
able to raise prices, provide fewer products for the price, and earn more
profits. The most intense rivalries occur when one firm or a small number of
firms have incentive to try and become the market leader or when the market
is growing slowly or shrinking. To reducing the threat of rivals is employing a
variety of tactics. To minimize price competition, distinguish the products
from the competitors by innovating or improving features.

2.3. Perception of Fast Food Industries

Anita Goyal N.P. Singh et.al.(2009)15 in their study titled “Consumer
Perception about Fast Food in India: an Exploratory Study” explained in their
paper the importance of various factors affecting the choice of fast food
outlets by Indian young consumers. The two fast food outlets' rating differs
from significantly on the seven attributes. McDonald's scores are higher on all
of the attributes. Further, the consumers feel that fast food outlets must
provide additional information on nutritional values and hygiene conditions
inside kitchen. Fast food providers need to focus on quality and variety of food
besides other service parameters. There is a need to communicate the
information about hygiene and nutrition value of fast food which will help in
building trust in the food provided by fast food players. Christopher Robert
Aloia (2013)16 in his study entitled “Differences in perceptions and Fast Food
Eating Behaviours Between Indians Living in High- and Low-Income
Neighbourhoods of Chandigarh, India” . The purpose of this study is to explore
the differences in fast food preferences, perceptions, and patronage between
Indians living in high- and low-income neighbourhoods. This cross-sectional
study recruited 204 men and women (35 to 65 years in age) from high- and
low-income neighbourhoods who completed a questionnaire on fast food
consumption. The differences were analyzed 5. Anita goyal, N.P. Singh,
"consumer perception about fast food in India: an exploratory study", British
food journal, volume. 109 issue No: 2, 6. Christopher Robert.et.al.,“Differences
in perceptions and fast food eating behaviours between Indians living in high-
and low-income neighbourhoods of Chandigarh, India” Nutrition Journal, 12:4,
7 January, 2013. using Chi-Square and t-tests for categorical and continuous
variables respectively. Overall, consumption of fast food was low. The study
concluded that the People from a high-income neighbourhood dined out more
frequently and were more likely to perceive Western-style food as fast food
compared to their counterparts from the low-income neighbourhood.
AzlinaSamsudinet.al.,(2011)17in their study entitled “In relation to that, in
order to change public perception towards fast foods, nutrition label acts as a
safety guide in choosing healthy foods”. Thus, this study aims to determine
customers’ perception on the icon- based nutrition labels of McDonald’s food
products. The study was conducted at McDonald’s outlets within Shah Alam
area and the data was gathered through self administered questionnaires.
From the analyses, the results showed that customers positively perceived
McDonald’s icon-based nutrition labels as a good effort and step towards
healthier lifestyle as people nowadays are more conscious and aware of their
health and nutritious food intake. Furthermore, the findings revealed some
important points which could be useful for the fast food operators, food
manufacturers as well as other restaurant operators to come out with the idea
of producing nutrition labels as a new marketing strategy or tool. 2.4.
Customer Satisfaction of Fast Food Industries 7. Azlina Samsudinet.al., “In
relation to that, in order to change public perception towards fast foods,
nutrition label acts as a safety guide in choosing healthy foods”, World Applied
Sciences Journal 12 -Special Issue On Service Sector Transforms the Economy,
01-07, 2011,p.1-6. Shahzadkhan et.al, (2012)18 in their study entitled
“Determinants of Customer Satisfaction in Fast Food Industry”. This research
focused to find out what are the key to success factors for fast food industry in
region of Peshawar Pakistan. Fast food concepts developed very rapidly in last
few years in peshawar region. The failure or success of a fast food industry
based on some factors like promotion, service quality, customers’
expectations, brand, physical environment, price and taste of the product. To
find which of these factors has greater influence on consumer’s satisfaction,
four fast food restaurants customers were targeted randomly. These four
restaurants were KFC, CHIEF, ARBAIN CHICK, and PIZZA HUT. These data
were collected from customers of these restaurants when they were in
restaurants for refreshment. Total numbers of customers targeted was 120.
From each restaurant 30 customers were targeted on availability basis. On the
basis of their responses multiple regression and correlation test was applied.
Findings of the study shows that service quality and brand are the key factors
for satisfaction in fast food industry. Rajesh Rathore (2012)19in his study
entitled “Perception of Customers towards Organized Retail Sector and
Empirical Study in Udaipur City. It started making its presence felt nearly a
decade after the first lot of entrepreneurs set up shop. A brief introduction
and evolution shows how the organized retailing changed its gears over the 8.
Shahzadkhanet.al “determinants of customer satisfaction in fast food
industry” International Journal of Management and Strategy (IJMS), Volume,
No.3, issue 4, January June 2012. P.1-8 9. Rajesh Rathore, “perception of
customers towards organized retail sector and empirical study in Udaipur
city, International Journal of Retailing and rural Business perspectives,
Volume I Number 1, July-September 2012.p. 1- 7 period from panwaladhukan
to chain stores across the length and breadth of India. In this research paper
the changing scenario of Indian consumers give a proof to the potential
opportunity in the retailing arena.

2.4 EXISTING FAST FOOD OF KFC

SWOT and its subheads take down to the crux of analysis into retail industry.
Dr.M.Vanishree et.al.(2013)20 in their study entitled “A Study on Customer
Awareness and Satisfaction towards Kentucky Fried Chicken (KFC) in
Coimbatore”. In this analysis the fast foods are quick, reasonably priced and
readily available alternatives to home cooked food. Unlike in developed
countries where organized retail chains are the driving changes in the food
chain, in India. The organized food service will take the lead for driving
change in the short to medium term. The industry experts believe that the
middle class young population, with high disposable income, will spend more
on eating out at chained fast food outlets. The demand for ready – to – eat
packaged food is also expected to record strong growth in the country. The
study explains changing life style and aggressive marketing by fast food
outlets, fast food is also becoming popular in small towns therefore, success of
existing fast food outlets and entry of more is inevitable. Hence the researcher
has chosen this area for the study. Tools like Descriptive Analysis, Chi –
Square Analysis and Average Rank Analysis are tested to identify the
awareness and satisfaction level of KFC customers. 10. Dr.M.Vanishree et.al. A
study on customer Awareness and satisfaction towards Kentucky Fried
Chicken (KFC) in Coimbatore, International Global research analysis Volume -
2, Issue 1, Jan - 2013, p.141-145. Ana Frias et.al (2010)21in their study titled
“Valorization of Menu Labeling at Fast Food Restaurants Exploring Consumer
Perception”. The study aimed to investigate Portuguese consumers’ interest
for the provision of nutrition information at fast food restaurants and
reactions to alternatives presentations of this information. Four focus groups
with 5 to 8 consumers were conducted in which participants were asked to
look at their mock fast food restaurant menus that varied with respect to
calorie information. Participants also discussed fast food perceptions,
attitudes and fast food meal Criteria decisions as well as the influence of
nutrition information available at fast food restaurants on consumer meal
decision. Men, compared to women, were more aware of the possible ways in
which fast food restaurants could provide good nutrition information. Hossein
Nazakati et.al.(2011)22in their study titled “Adoption and Diffusion of
Innovations in Fast Food Industries” explain intensive completion in fast food
industry, force the companies to develop new recopies as well as to
implement the innovative marketing and business strategies to capture the
higher market share in industry. However, a large number of innovative ideas
and products have failed in market because they could not find the right
channel to approach the customers. To get the better 11. Ana Frias et.al.,
“valorization of menu labeling at fast food restaurants exploring consumer
perception” Brazilian Journal of Food Technology, 6thsensiber, 19-21 , 2010,
P. HosseinNazakatiet.al ., “Adoption and Diffusion of innovations in Fast food
industries” Australian Journal of Basic and Applied Science , Volume 5(12) ,
2011,. perspective regarding this issue, this study has tested the model, which
can explain the reasons why sometime customers are not keen to purchase
from particular brand or location. The proposed model explains that how the
four product/service characteristics can influence various groups of
consumers by different level of innovativeness. The objective of this study is
to compare the relationship between individual characteristics. Results show
that acceptability and compatibility of food with local food is not the main
concern for them to consume the fast food products. Moreover, results do not
indicate any significant relationship between innovativeness and
advertisements about the products. Rajul Bhardaj (2011)23 in his study
entitled “Perception about the Attributes of Selected Fast Food Retailers and
their Impact on Consumer Satisfaction and Sales”. This present study attempts
to measure the links between attribute perceptions and consumer satisfaction
in the food retail sector of India. The study relies upon an extensive data set of
consumer satisfaction and sales information from approximately 180
consumers. Hypothesis constructed addresses the inherent non linearity’s and
asymmetries in these links. Further, an example of how firms can use the
estimated linkages to develop satisfaction policies that are predicted to
increase store revenues has been presented. 13. Rajul Bhardaj., entitled
perception about the attributes of selected Fast food Retailers and their
impact on consumer satisfaction and sales”. Management Convergence,
Volume -1 Number – 2, January -2011, P 83 – 102. Secondly, the study
advances the measurement of behavioral links between consumer satisfaction
and performance in the food retail sector with firm-specific data. Thirdly, the
study shows how firms can employ such results to develop appropriate
consumer satisfaction policies. D.J. Petzer et.al (2009)24 in their study titled
“Customer Retention Practices of Small, Medium and Large Hotels in South
Africa, An Exploratory Study”. This study explains the increasing competitive
environment organizations that are continuously looking for innovative ways,
not only to acquire but also to retain their customers. The aim of this study is
to establish the perceptions of hotel management of all sizes of hotel
regarding the importance of customer retention practices. An interviewer
administered, in office survey was used to collect data from a representative
sample of 56 hotels in Gauteng province, South Africa. Probability, stratified
sampling as used to separate hotels according to ownership type and size. The
findings indicate that no significant associations exist between the research
variables and hotel size. The study contributes to the relatively limited
knowledge of services marketing in the hospitality industry, specifically in the
hotel sector. 14. D.J. Petzer et.al ., customer retention practices of small,
medium and large hotels in south Africa, An exploratory study African journal
of marketing management Volume.1(1), April, 2009, PP. 032-042.
Sumairashamoon et.al. (2012)25in their study entitled “Bugs and Buds in Fast
Food Industry of Pakistan” effect of SWOT on the performance of fast food
industry in Pakistan. The purpose of this study is to explore the effect of
internal factor of SWOT and external factors on the performance of fast food
in term of sales, profitability in Pakistan’s fast food industry. The study
analyses owners and managers operating fast food outlets in five big cities of
Pakistan. Convenient sampling as used and total of 60 questionnaires were
distributed and 48 were received back. Regression analysis, Fstatistics,
ANOVA and correlation matrix were conducted to measure the effect of each
variable in theoretical frame work. It was found that external factors of SWOT
have significant and positive relationship the fast food performance here as
internal factors of SWOT are negatively and insignificantly correlated with the
fast food performance. Abang Abdullah, et.al (2010)26 in their study entitled
“Influence of Service and Product Quality towards Customer Satisfaction: A
Case Study at the Staff Cafeteria in the Hotel Industry”. The main objectives of
this study were to identify attributes that influences customer satisfaction and
to determine their relationship with customer satisfaction. The variables
included in this research are place ambience, food quality and service quality
as independent variables and customer satisfaction as the dependent variable.
A survey questionnaire which consisted of three parts to measure
demographic 15. Sumairashamoon et.al., “Bugs and Buds in fast food industry
of Pakistan effect of SWOT on the performance of fast food industry in
Pakistan”, School of Doctoral studies (European Union) Journal, 2012 . 16.
Abang Abdullah, et.al, “ influence of service and product quality towards
customer satisfaction : A case study at the staff cafeteria in the hotel industry”,
international Journal of Human and Social Science , 2010,. factors,
independent variables and dependents variables was constructed based on
items determined by past research. The findings were discovered after
conducting this research and pervious research. Findings were strengthened
by the results of this research, future researchers could concentrate on
determining attributes that influence customer satisfaction. M. Syed
Ibrahim(2013)27 in his study entitled“ A Study on Customer Satisfaction of
Mobile Food Retailing in Salem City” showed that eating food outside has
become a trend now-a-days as fast work schedules of people does not give
them enough time to prepare food themselves. Mostly people in India prefer
to take food outside from various outlets like hotels, restaurants, dhabaas,
mobile food vendors. Despite the increasing interest in the area, there is a
very little research on customer satisfaction in mobile food vending service in
our domestic market. This study analyses some factors which affect customer
satisfaction and the formation of customer reliability towards mobile food
vending in Salem city. The present survey has been done with 100 customers
who purchase food from mobile food vendors at various places in Salem city.
The results show that satisfaction is a mediate element between the
performance and disconfirmation of mobile food selling and has a positive
influence on gaining customer delight. 17. M. Syed Ibrahim “A Study on
Customer Satisfaction of Mobile Food Retailing in Salem City” International
Journal of Social Science Research Centre for Postgraduate Studies, University
of Malaysia, Kelantan, Volume 1, Issue 1, 2013 .. Huam Hon Tat et.al.(2011)28
in their study titled “The Fast Food Industry in Malaysia Describes the
Increasing Competitive Challenges as with other Industries Around the
World”. The rpose of this study was to identify the key determinants of
customer satisfaction in fast food outlets and the current perceived service
quality level amongst undergraduate students in a public university in
Malaysia. Besides, this study was aimed at identifying the significant
relationships between customer satisfaction and customers purchase
intentions. Among the five dimensions tested, assurance was found to be the
strongest determinant of customer satisfaction towards Fast Food
Restaurants (FFRs), followed by responsiveness, reliability, tangibility and
empathy. The results also supported the contention that customer satisfaction
can lead to customer purchase intentions. Recommendations to FFRs and
discussions for future studies are also provided. Mohammad Haghighi et.al29
in their study entitled “Evaluation of factors affecting customer loyalty in the
restaurant industry”. The aim of the present research was to investigate the
factors affecting customer loyalty in the restaurant industry. The obtained
results shows that food quality, service quality, restaurant environment, and
perception of price fairness had a positive impact on customer satisfaction,
but the impact of restaurant location on customer satisfaction was not
confirmed. Also, food quality, service quality 18. Huam Hon Tat, The fast food
industry in Malaysia describes the increasing competitive challenges as with
other industries around the world, International Journal of Business and
Social Science, Volume .2 No. 5, March 2011, . Mohammad, haghighi,
“Evaluation of factors affecting customer loyalty in the restaurant industry”
African Journal of Business Management Volume. 6 (14), April, 2012. and
perception of price fairness had a positive effect on customer trust. The
results show that food quality is the most important factor affecting customer
satisfaction and trust in roof chain restaurants. Customer satisfaction had a
positive impact on customer loyalty, but the effect of customer trust on
customer loyalty was not confirmed. Yesodha Devi, et.al (2010)30 in their
paper titled “A Study on Customer Preference and Satisfaction towards
Restaurants in Coimbatore City” made discussion that India is in the midst of a
restaurant revolution. In 2004 alone, more than 175 mid-totop range
restaurants opened in New Delhi and Mumbai. The main objectives of these
studies was to analyses the customer preferences and factors influence a
customer to choose a particular restaurant. It is evident from the study that
the majority of the consumer have visited different restaurants at different
times. So the restaurant owners have to take steps to retain the customers and
make them a permanent customer. Somnathchakrabarti31 (2010) in his study
titled “A study of consumer purchase behaviour of organic food in Delhi. This
study is explained that the consumers were increasing concerned about
nutrition, health and the quality of their food. Food Consciousness is getting
reflected through consumer’s increased interest in organic food. Global sales
of organic products had reached 46.1 billion US dollars. Organic food 20. Dr.
Yesodha Devi, et.al, A Study on customer preference and satisfaction Towards
Restaurants in Coimbatore city , Indian journal of marketing, Volume, xxxix
No. 10 October – 2009 Dr. Somnathchakrabarti, “A study of consumer
purchase behavior of organic food in Delhi NCR Region, Indian journal of
marketing , volume 40, no 8, August-2010, . markets are evolving at markedly
different rates. The main objectives of this study are the development of an
understanding about the correlation between numbers of brands. Ronald
Gilbert et.al (2004)32 conducted study “Measuring Customer Satisfaction in
the Fast Food Industry: A Cross-National Approach” explains that in today's
everincreasing globalization of services and brands, service-oriented
businesses need to attend to the satisfaction of their customers both
domestically and abroad while transcending unique cultural differences from
country to country.

Top 12 KFC Competitors across the world

The demand for fast foods all over the world continues to increase. It can be
seen from the manner that many fast food joints are opening their operation
day by day in most of the urban centers all over the world. KFC is among the
renowned fast food restaurants that have been in the industry for quite a
significant duration. Its ability to penetrate to different types of markets is
also a plus because it makes it easy for many people to have a close
association with it.

Ordinarily, Kentucky Fried Chicken specializes in serving fried chicken but has
since added other chicken products, soft drinks, and fries on its menu. KFC
faces a stiff challenge not only locally but overseas as well and has
many international, national and regional competitors. 

Here are the top KFC Competitors.

1) McDonalds

McDonald’s is perhaps the most potent competitor in the fast food restaurant
chain business. It is often ranked as number one in most of the aspects
revolving around this particular industry including, sales volume; customers
served in a month, number of stores globally as well as the total revenue
generated.

It serves an array of food products including sandwiches, burger, and

beverages and baking goods among others. Currently, it is the quick service
restaurant chain that operates in almost all the major cities in as many
countries as possible. McDonald’s is indeed a competitor to beat in this
industry and continues to expand by trying to reach out to the untapped
markets. Because of sheer distribution power, McDonalds is probably the
strongest KFC Competitors in the market.
2) Burger King

Burger King became a force to reckon in the fast food industry ever since it
started its operation in this sector. Its main specialty in serving burgers
strictly gave it an edge since it was able to specialize and offer the highest
quality possible. Burger King provides stiff competition in the market and has
stood out as one of the major players in this industry.

Its continued expansion in both the local and overseas markets is a sign that it
is indeed growing to match other players in this particular industry.
Furthermore, it has been able to add more food products on its menu as a way
of satisfying the needs of different clients who would necessarily prefer to
supplement their burgers. Burger king is one of the trio of the widest
distributed burger chains across the globe and hence it is the second highest
KFC competitors.
3) Subway

Subway has now been in the fast food business for half a decade, a clear sign
that is a brand you can disregard at your own peril. All this time it has
expanded both locally and globally with the aim of reaching out to as many
customers as possible. The fact that it established its trademark by coining its
specialty in serving marine sandwiches also enabled it to find grounds to
operate in.

The continuous trend that this particular brand portrays is a clear indication
that it is not a one to rule out as a minor competitor. Its expansion and
increased number of customer all over the world instead makes it among the
top players in this industry.
4) Dunkin Donuts

Dunkin Donuts comes out as one of the leading fast-food restaurant chains

with the most franchised stores all over the world. When it was initially
established, its primary focus was to serve coffee and donuts to its customers.
However, along with the line, demand for more products came up, and it
decided to add soft drinks, hot and cold beverages as well as breakfast menu
on its predominantly coffee menu.

Its expansion in most of the American and European markets is also a

revelation that it has established itself as an active player in the market hence
its operations can never be disregarded at any given time in the near future.
5) Starbucks

Starbucks main competitor in the market happens to be Dunkin Donuts. It is

also a fast food restaurant chain that all along has been known for serving
coffee. Starbucks style of operation is just unique making it among the top-
ranked quick service joints in the world. It has also continued to expand its
stores in major markets including Middle East, Europe, Asia, Latin America as
well as most parts of Africa.

It has become apparent that Starbucks is not only generating more revenue
both operating and net but also establishing a brand value that will probably
remain among the top players in this market. Although Starbucks is mostly
known for coffee, it has several other fast food offerings and hence is
considered as one of KFC Competitors.
6) Pizza Hut

Pizza Hut became among the leading quick service restaurant chain players
after realizing that it can also fill the gap that other service providers had not
exploited. Ever since it started operating, it has remained steadfast in offering
best service possible as well as meeting the specific needs of its customer
base as efficient as it can.

Its ability to provide pizza delivery and takeaway services as appropriate as

needed has also boosted its profile in becoming among the highly ranked fast
food outlet in the world. Pizza Hut has in the recent years, record highest sales
volume and customer satisfaction levels, which has also made its operations
in newer markets relatively easy. Although it is an indirect competitor, it has a
strong influence on consumer purchasing and hence is considered as one of
the KFC Competitors.
7) Domino’s Pizza

Domino’s Pizza also offers more or less similar services like Pizza Hut. It
majors in providing pizza delivery as well as takeaway services in its various
joints located in different parts of the world.

Domino’s Pizza’s expansion to relatively newer markets and continuously

succeeding in making high sales and consequent profits have shown that
indeed it is not a brand that has plans to exit the market anytime soon. It has
mastered the art of satisfying the customers both at the outlets as well as
delivery points hence making it easy for as many customers to relate to the
brand.
8) Taco Bell

Taco Bell specializes in serving Mexican foods and has also been in the
industry for relatively a considerable time. It is this specialty that has given it
an advantage to even rank among the top players since it makes it easy for a
customer to identify with it especially when looking for a joint to have
Mexican cuisine.

Taco Bell might be serving Mexican foods, but it should be noted that it is
American-owned although it has outlets in Mexico and other countries where
residents enjoy Mexican cuisines. Its commitment to providing quality service
illustrates its dominance in the quick service business.
9) Wendy’s

Wendy’s became a household name in the fast food service business way back
in 1969 when its first store opened doors and 1976 when it opened its
500th store. It majored in serving burger, but along the way, upon realization
of its potential in becoming a top brand in this industry, it added more food on
its menu including soft drinks, beverages, and fries.

Wendy’s has been involved a fair share of business dealing with other
partners in the industry all along in bid some experts view as an advantage to
its operations since such deals allow it to expand and maximize its potency in
the market. It thus implies that Wendy’s is also an active competitor in this
industry that can never be overlooked. Wendy’s has a strong market share in
US and its social media marketing is top notch and hence it is one of the top
KFC competitors in US.
10) Chipotle

Just like Taco Bell, Chipotle also specializes in serving Mexican foods to its

clientele. It has been a significant player in this particular industry since it
opened its first doors and has continued to command a fair share of the
market ever since. It has several outlets both in the US and also in other
different towns and cities, especially in Europe.

The fact that Chipotle has been in business for about 25 years but is ranked
among the leading brand in the fast food service industry is a clear indication
of its potency. Its revenue is also increasing alluding to the fact that its brand
awareness is also becoming stronger day by day.
11) Tim Horton’s

Tim Horton’s has grown to arguably become one of the leading players in the
fast-food restaurant business. It is a Canadian brand that was established by a
former hockey player. Tim Horton’s is currently the leading coffee shop in
Canada and has also continuously expanded in other areas within America
and provide few parts of Europe.

In the interest of making it a more prominent brand, it merged with Burger

King but has however remained steadfast in offering its services as an
independent business. Tim Horton’s is apparently not an ordinary player in
this particular industry, and since its expanding in other unexploited markets,
it shows it’s here to stay and offer the best the industry can
12) Papa John’s Pizza

Papa John’s Pizza offers pizza delivery and readymade services to its
customers. It started as small start-up business but has over the years
expanded to become one of the key brands in the quick-service industry. Papa
John’s Pizza commitment to making sure that customers are satisfied with the
service they obtain is among some of the aspects that have made it possible to
establish itself as a strong brand in this industry.

Other than better service, it also makes efforts to expand to other parts of the
country (USA) as well as finding a way of reaching out to the untapped
markets especially in Europe where there is a fanatical liking of pizza. It is
thus a critical brand in this particular market to watch.
CHAPTER-3
Analysis
&
Interpreation of data