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On KFC

KFC is a global fast food chain known for fried chicken. It entered India in the 1990s after economic liberalization and now has locations across the country. KFC's vision is to be a leading food service provider in Asia delivering quality products and excellent customer service. Its objectives include operational excellence, superior quality and value, innovation, and financial returns. KFC uses niche and societal marketing strategies to target customer needs. It aims to improve product nutrition over time while maintaining taste. KFC also focuses on cleanliness, hospitality, accuracy, maintenance, product quality and service speed to ensure restaurant excellence.

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Khushi Chadha
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1K views21 pages

On KFC

KFC is a global fast food chain known for fried chicken. It entered India in the 1990s after economic liberalization and now has locations across the country. KFC's vision is to be a leading food service provider in Asia delivering quality products and excellent customer service. Its objectives include operational excellence, superior quality and value, innovation, and financial returns. KFC uses niche and societal marketing strategies to target customer needs. It aims to improve product nutrition over time while maintaining taste. KFC also focuses on cleanliness, hospitality, accuracy, maintenance, product quality and service speed to ensure restaurant excellence.

Uploaded by

Khushi Chadha
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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MINOR

PROJECT
REPORT ON

Submitted to: Submitted by:


Dr. M N Jha Khushi Chadha
Assoc. Professor BBA Div. A
1 st
shift
Enroll. no.
02980401715
CONTENTS
Introduction
VISION and MISSION
Objectives
VALUES of KFC
KFC Environment
KFC Marketing Strategies
Advertising Strategies
Future Projections
Quality Assurance
Conclusion : SWOT Analysis
Profession Outcome
Introduction
KFC also known as Kentucky Fried Chicken isis
afast food restaurantchain that specializes
infried chickenand is headquartered
inLouisville,Kentucky, United States. It is the
world's second largest restaurant chain (as
measured by sales) afterMcDonald's, with almost
20,000 locations globally in 123 countries and
territories as of December 2015. The company is
a subsidiary ofYum! Brands, a restaurant
company that also owns thePizza HutandTaco
Bellchains. 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.
KFC s ENTRY IN INDIA

KFC was the first fast food multinational company to enter in


India, after the economic liberalization policy of Indian Govt., in
early 1990s.
KFC received permission to open 30 new outlets across the
country & opened 1st outlet in Bangalore in july1995 targeting
upper middle class population.
Pepsi Co planned to open 60 KFC and Pizza Hut outlets in 7 years.
KFC s ENTRY IN INDIA
Vision and Mission
Vision: To be leading integrated food
services group in ASEAN region, delivering
consistent quality products and excellent
customer focused.
Mission: To maximize profitability and inc

shareholder value and deliver sustainable


growth year after year.
KFC specialized in chicken and
they say, No bodys cooking like KFC
today and we are the chicken experts
OBJECTIVES OF KFC

Build an organization dedicated to excellence.

Consistently deliver superior quality and value in our products and services.

Maintain a commitment to innovation for continuous improvement and growth

Generate consistently superior financial returns and benefits our owner and

employees.
Value of KFC
1. Focus all our resources to our restaurants operation
because that is where we serve our customers.
2. Reward and respect the contributions of each individual
at KFC.

3. Expand and update training with time and be the best


we can be and more.
Be open, honest and direct in our dealings
with one and other.

Commit ourselves to the highest standard


to the personal and professional integrity at
all times.
Encourage new and innovative ideas

because these are the key to our


competitive growth.
Reward result and not simple efforts.
KFC environment

Micro
Environment

Company Competitors

KFC
Macro
Environment

Consumers

Graphic 3 (Source: Kotler et al 2003) Micro Environment


KFC Marketing Strategies
KFC follows Niche Marketing and Societal Marketing Techniques.

Aniche marketis the subset of themarketon which a specific


product is focused. Themarket nichedefines as the product
features aimed at satisfying specificmarketneeds, as well as the
price range, production quality and the demographics that is
intended to impact. It is also a smallmarketsegment.

The societal marketing is a marketing concept that holds that


a company should makemarketing decisionsby
considering consumers' wants, the company's requirements,
and society's long-term interests.
ADVERTISING STRATEGY

KFC has always been known for offering good food and popcorn
chicken is their latest fun snacking innovation. They have
launched a new exciting campaign to promote and highlight their
latest offering. The new commercial builds on the insight that
there are filmy moments in our everyday life and a spicy snack
uplifts the moment and makes it more enjoyable
Future projections
KFCis proud of the improvements they have
made to their high quality food and remain
committed to improving the overall nutritional
makeup of its products. They continue providing
consumers with great tasting products that meet
their dietary needs.
On 1st Nov,2016 KFC stated,Weve established
two powerful, independent companies that are
each well capitalized with long runways for
growth and value creation. We couldnt be more
excited about what the future holds for both
companies.
Quality Assurance

The main attributes for KFC restaurant excellence are CHAMPS.

C: Cleanliness
H: Hospitality
A: Accuracy
M: Maintenance
P: Product quality
S: Speed of Service

PROMBLEMS FACED:
KFC should look into following problems.
Protests by farmers led by the Karnataka Rajya Ryote Sangha
(KRRS) & the farmers leader was Nanjundaswamy who used
the term junk food againstKFC.
Protests by cultural & Economic activists.
Protests by PETA in the late 1990s.
Support of celebrities in against ofKFC
QUALITY ASSURANCE
CONCLUSION: SWOT Analysis
Strength: Goodwill and Reputation,
Employee loyalty, customer loyalty and KFC
ranks highest among all chicken restaurant
chains.
Weakness: KFC was losing market share

as other Chicken chain increased sales at a


faster rate.
India is still mostly a vegetarian

dominated cultured society.


Huge competition segment.
Opportunities: New markets, large
population growth, Cross culture and new
variety--Company can also come up with
new variety in the menu like Pizzas, garlic
breads to attract more customers.
Threats: Competition, Support for Animals,

PETA, and saturated US markets.


PROFFESION OUTCOME
KFC offers sound working environment,
negotiable salary, and bonuses. It is credit
friendly and recognizes talents and work
and reward its employees. It has flexible
working system and job opportunities.
It also works for the environment and

society by raising funds and donating food


to the poorest children and packing of food
items in reusable and recyclable items.
BIBLIOGRAPHY
http://www.kfc.co.in
https://www.kfc.co.uk/about-us/people
Forbes Document
http://mitchellnbps.weebly.com/future-

plans-and-news.html
http://www.slideshare.net/SynnDee_94/kfc-

presentation-slide

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