Kentucky Fried ChickenTarget market: Norway

Presented by: Melody, Franziska ,Sean, Emmanuel

• Each day, 1 in 4 Americans visits a fast food restaurant

• Nearly 8 million people visit KFC everyday• Before Chinese children can speak they

can recognize KFC• About 14 million chickens are consumed

everyday worldwide

Fun Fact

History

1930 KFC started by Harland Sanders

1952The first franchise was opened in South Salt Lake, Utah

1997 Yum! Brand the parent to KFC was started in October 7, 1997

2007KFC’s revenue was $520.3million

Yum! Brands

Mcdonald's

Subway

Starbucks

Buger King

Wendy's

Domino's Pizza

Dairy Queen

Quiznos

37,000

32,000

32,000

17,000

12,000

10,000

9,000

6,000

5,000

Comparison of Worldwide Units

8230

5153

29325135

Yum! Brands Restaurant Count International USA excluded

(2009)

KFCPizza HutA&WTaco BellLong John Silver's

• McDonald‘s May 15, 1940 in San Bernardino, California

• The revenue for the last fiscal year was $23.83 billion

• There are 32,000 locations worldwide

McDonald‘s

• Buger King established in July 28, 1953 in Florida.

• Burger King’s revenue for the last fiscal year was $623 million

• It has 41,000 (2008) employees globally

Buger King

BEAR AnalysisWhat makes Norway a good fit for KFC?

Demographics

Government

Physical InfrastructureCulture

Economics

• Population of 4,660,539• Density of 32.924 people per square mile• Medium Age of 39.7%• Urban population makes up 77%

Demographics

18.50%

66.20%

15.20%

Age Distribution

0-14

15-64

65+

• AAA country stability rating• Member of the European Area

Agreement• Open to foreign investment

Government

Singa

pore

Denmark

Norway

Icelan

d

Finlan

d

German

y

France

0

5

10

15

20

25

30

35

1

6

10

1416

25

31

Ease of Doing Business – Global Rank

0102030405060708090

1

2228 30 33 35

84

Starting a Business – Global Rank

• Well-developed with 92,946 km of roads compared to 323,802 km of total surface area important to get ingredients fresh

Physical Infrastructure

• GDP Growth Rate is -1.5% and GDP per Capita is $57,400 citizens can afford KFC

• High price level BigMac Meal $11.50

Economics

• Willingness to change• Ambitious• Open minded• Religious Beliefs Evangelical Lutheran

Culture

Competitive Nations

Best Choice

Norway

FinlandSweden

• The food industry is abundant and nearly saturated

• Government policies limit KFC’s ingredients

• Different eating habits and preferences

Sweden

• Finns dislike a noisy dining environment

• Government has strict food safety regulations

• Finns prefer their traditional food over fast food

Finland

Short-Term Recommendations

Local Food Comfortable Restaurant

Environmentally Friendly

Long-Term Recommendations

Attract Children

Find a Good Supplier

Build Healthy Image

Conclusion

• Animal welfare program for poultry• Co-branding• High customer demand• Sustainable and successful franchise

Thank you for your attention!