kfc
DESCRIPTION
The information herein is collected from many on-line materials and was presented as internal assessment work in the class of "Strategic management"TRANSCRIPT
Presented to Subash Sir
Presenter Suraj Ghimire
Started with “Sanders Court & Cafe” at a gas station
1930
Col. Harland Sanders
Time line
1935
The title of honorary ”Kentucky Colonel”
1937
“Sanders Court & Cafe” expands the restaurant
1939
Altered the cooking process to reduced cooking time
1940
• Devised what came to be known as his “Original Recipe”
• Contain 11 herbs and spices is still a trade secret
1952
1950
• Shut down Sanders Cafe and Restaurant
• Travels the U.S. to sell his chicken to restaurant owners
• First to take franchise offer was Pete Harman
1964
First KFC outside North America
1960
• Number of franchised outlets 600
1964
• Sold the entire KFC franchising operation
1966
• KFC went public
1969
• Listed on the NYSE
1971KFC was acquired by
Colonel Harland Sanders Passes away
1980
19851982
• Heublein & KFC Inc. was acquired by RJ Reynolds
1985
• Nabisco was bought by R.J. Reynolds, forming RJR Nabisco
1986
• PepsiCo, Inc. acquires KFC from RJR Nabisco, Inc
Chicken Little Sandwich
1990
1987
Entered Canada with brand name as “Poulet Frit Kentucky”
1995
Entry in India
1997
2002
• Tricon changed it's corporation name to Yum! Brands, Inc
PepsiCo, Inc. announces the spin-off of its quick service restaurants KFC, Taco Bell and Pizza Hut into Tricon Global Restaurants, Inc.
2003
Start Marketing Chicken as Extra CrispyPETA Protest
2007
2009
Enters Nepal, its first restaurant in Durbar marga.
Products Of K.F.C
LOGO
Changes: Red color to make it more vibrant, a Smiling face and a apron
Logo
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.
Build an organization dedicated to excellence
Mission statement“To be the leader in western style quick service restaurants through friendly service, good quality food and clean atmosphere ”
Goals Of K.F.C
•Multi branding Strategy•Name recognition and Reputation•Secret recipe•Employee Loyalty•Global Expansion•Targeting Non-Traditional Outlets
Strengths
•Conflicting Corporate Cultures•No defined target market•Franchisee disputes•Time it takes to market new products
Weaknesses
Internal Factors SW
• International Appeal to American products
• Economies of Scale and Scope
• New market
• The downturn of the US economy
• Competition
• Consumer health food trend
• Saturated fast food industry
• PETA
External Factors OT
OPPORTUNITIES THREATS
About the Secret K.F.C recipeWritten in pencil on a single sheet of notebook paper and signed by Sanders
Kept locked away at the KFC headquarters in Louisville
Only two executives have the key
Company uses different suppliers for their ingredients to keep their recipe a secret
Strategic Management
•KFC will introduce their present and new products and services into new geographic/demographic areas.
Market Developmen
t
•Bring back rotisserie chicken
Product Developmen
t
•Add more to KFC product & service variety to the patients
Concentric Diversificatio
n
Implementations
Market Research
•Determine area’s demand to determine boundaries
Expand menu
•Healthier choices
Meals will be sold at cost
•Determine effects on budget
Training & Development
TD intuitive interface makes it easy to organize, schedule, deliver, track and report all the information necessary to support your e-learning
strategy.
BENEFITS
Easily manage course administration, class scheduling, curriculum & course dependency
controls and scheduled classes notification.
Proactively notify employees, supervisors and administrators of
training needs
Get proactive notification before training expires.
Good Quality Food
Cook their products well above the minimum temperature recommended by WHO
Follow standard procedure to minimize risk of cross contamination between raw and ready-to-eat products
Use of non-hydrogenated palm oil that contains insignificant amount of trans fat and it is 100% free
Team of food technologists constantly experimenting with new flavors and creative concepts to provide more values, choices and
healthy options for their customers
Supplier Quality
Conduct an annual
supplier audit namely the STAR AUDIT which is a
YUM proprietary programme.
The STAR AUDIT comprises two versions:-•The Food Safety
•Quality Systems Audits
Suppliers performances are constantly
monitored through regular
submission of quality reports
Food technologists
conduct quarterly QA
evaluations on in-house suppliers
KFC use quality raw materials
from reputable
suppliers such as NESTLE,
UBF, McCain & Jomalina
Kitchen Operations
Different Crew Different utensils Different Cooking Area
Contd…
• The main attributes for KFC excellence are CHAMPS
C- Cleanliness
H- Hospitality
A - Accuracy
M- Maintenance
P - Product Quality
S - Speed of Service
Mystery Customer ProgramKFC has Mystery Customer Program known as CHAMPSCHECK which evaluates customers experience in their restaurants.
They have appointed a reputable surveillance company to check against the CHAMPS concept
Every restaurant is subjected to a visit by a Mystery Customer and the dine-in/take away experience is evaluated and scored
KFC sets a minimum standard of 90% as passing score for this evaluation
Filling potholes and stamping the fresh pavement with "Re-freshed by KFC”
Creative Marketing
Introduced their new UNFried menu item on April 27, 2009; Kentucky Grilled Chicken (KGC)
Provides the consumer an option to choose between the fried or grilled chicken.
April 27th was “UNFry Day”
KFC offered 2 free pieces of Kentucky Grilled Chicken to all consumers
This pseudo-event received nationwide publicity
UNFRIED, UNTHINK
Change in Punch lines
Old Punch line: ‘Taste you'll just love to EAT‘Have to drop the word “EAT”
As ‘Finger licking’ is considered as unhygienic
Sourceshttp://www.buzzfeed.comhttp://www.ktm2day.comhttp://www.peoria.comhttp://firstfashionnews.infohttp://trendsupdates.com/http://www.business-opportunities.bizhttp://theback-benchers.comhttp://www.upperplayground.comhttp://www.entheosweb.comhttp://www.petaboy.comhttp://www.usatoday.comalezn.tumblr.comhttp://www.fanpop.com
Thank YouFor Your
K.F.CKIND Friendly Co-operation