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KFC
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Kentucky Fried Chicken and the Global Fast-Food Industry KFC Corporation is based in Louisville, Kentucky and is the most popular chicken restaurant chain. It specializing in Original Recipe®, Extra Crispy™, Twister® and Colonel's Crispy Strips® chicken with home-style sides. Every day, nearly eight million customers are served around the world. KFC's menu includes Original Recipe® chicken -- made with the same great taste Colonel Harland Sanders created more than a half-century ago. Customers around the globe also enjoy more than 300 other products -- from a Chunky Chicken Pot Pie in the United States to a salmon sandwich in Japan. KFC has more than 11,000 restaurants in more than 80 countries and territories around the world. And in quite a few U.S. cities, KFC is teaming up with sister restaurants, A&W, All-American Food™, Long John Silver's, Taco Bell and Pizza Hut, selling products from the popular chains in one convenient location. Over fifty years ago, Colonel Sanders invented what is now called "home meal replacement" -- selling complete meals to busy, time-strapped families. He called it, "Sunday Dinner, Seven Days a Week." Today, the Colonel's spirit and heritage are reflected in KFC's brand identity -- the logo features Colonel Harland Sanders, one of the most-recognized icons in the world. KFC is part of Yum! Brands, Inc., which is the world's largest restaurant system with over 32,500 KFC, A&W All-American Food™,Taco Bell, Long John Silver's and Pizza Hut restaurants in more than 100 countries and territories. By early 2000 KFC has diversified to many locations worldwide, which include countries such as Canada, Australia, the United Kingdom, china Korea, ECT; these countries all come under the high growth countries. The two ways in which KFC expands its operations are through company based restaurants and franchises. In the overseas market KFC primarily grows through franchises. Latin America poses to be the most lucrative area for expansion of KFC operations due to many factors such as common language and culture and close proximity to the US. Mexico is the most important country since its inclusion in the NAFTA in the year 1994. INDUSTRY AND ENVIRONMENTAL ANALYSIS Global Fast Food Industry MORE THAN 800,OO0 resturants and food outlets make up the U.S. resturant industry which employees 11 million people. Fast food sales are growing at a very low rate which is approximately azround 5 %. The global fast food industry consists of the following segments, which are listed below. They consists of eight major segment • Sandwich chains • Pizza chains • Family restaurants • Grill buffet chains • Dinner houses • Chicken chains • No dinner concepts • Other chains The leader in family chain restaurants is Mc Donald’s followed by Burger King restaurants. These statistics are from the year 1999;sandwhich chain restaurants make up the largest segment of the fast food industry. MacDonald’s gains accents for 35% of the market share followed by burger king. There has been a lower growth rate in the global fast food industry mainly because all the segments are chasing the same customers.incresed growth in any of the segments would mean a decline in the other interrelated segments. Critical problems and major issues Despite the dominance of kfc in the chicken segment of the fast food industry KFC’s share of the chicken segment sales fell from 71% to less than 56% in 1999cfast food in Demographic trends A number of demographic trends and social trends influenced the demand of food eaten. With rising income higher divorce rates and busy lifestyles have influenced the increase in the sale of fast food indurty. Baby boomers constituted the largest chunk POLITICAL FACTORS They play a very impotant role for tboth kfc and the global fast food industry as the changes made by the government effect both businesses and industries Economic factors These factors play a mjor role in the success of business Industry analysis Industry analaysis tells us the main sources oif competiton and also how strong each competitive force is .there are five forces of competiton which are as follows this can be analysed by the five forces model of competion • The rivalry among competing sellers in the industry • The potential entry of new competitors • The market attempts of companies in other industries to win over custonmers to their substitute productscto win • The competitive pressures stemming from suppliers • The competitive pressures stemming form seller buyer collabaration.
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