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Marketing Case Study: Kentucky Fried Chicken Expands Globally
Quality, service and cleanliness (QSC)represents the most critical success actors to KFCs global success. ... Colonel Sanders, the founder of KFC, did not begin creating a chicken franchise until he was a sixty-five years old retiree. ... He had a great chicken recipe and believed a restaurant would use his recipe and give him a percent of the profits from the recipe. It was absurd to assume a restaurant would share profits with someone else when they already have a chicken recipe they can use for free. ...
KFC Corporation, based in Louisville, Kentucky, is the worlds most popular chicken restaurant chain, specializing in Original Recipe®, Extra Crispy™, Twister® and Colonels Crispy Strips® chicken with homestyle sides. ... KFCs 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. ... The Need to Expand
During the 1960’s and 1970’s Kentucky Fried Chicken Corporation (KFC) pursued an aggressive strategy of restaurant expansion, quickly establishing itself as one of the largest fast-food chains in the United States. ... Company History
Fast-food franchising was still in its infancy in 1954when Harland Sanders began his cross-country travels to market “Colonel Sanders’ Recipe Kentucky Fried Chicken. ... Brown, who later became governor of Kentucky, was named president, and Massey was names chairman; “the Colonel” at stayed on in a public relations capacity. ... The QSC motto was emphasized on a global level together with slogans such as "We do Chicken Right". ...
In October 1996, Kentucky Fried Chicken was sold to PepsiCo. ... The Kentucky Fried Chicken acquisition gave PepsiCo the leading market share in three of the four largest and fastest growing segments in the U. ... The new company, with 350000 employees, is based in KFC’s headquarters in Louisville, Kentucky. ... Many have recently expanded menu offerings to include fried chicken (Hardee’s and McDonald’s), fried clams and shrimp (Burger King), pita sandwiches (Wendey’s), and “wraps” (Taco Bell). ...
In the chicken segment, KFC continues to dominate, with sales in 1997 of $3. ... KFC’s closest competitors are Boston Market and Popeye’s Famous Fried Chicken. Despite KFC’s long supremacy in the chicken segment, it has lost market share over the last two years to new restaurant chains that emphasize toasted chicken over traditional fried chicken. ... KFC has been more successful in the Asian Markets, where chicken is a staple dish. ... This one is somewhere in Louisville, Kentucky. ... Another chicken company such as Churchs or Popeyes Fried Chicken wouldnt need the recipe. ... Alright, so maybe youll open your own chicken franchise. ... Since your chicken tastes exactly the same, youll have to sell it for less to compete in the marketplace. ... During the 1980s, consumers began to demand healthier foods, and KFC’s limited menu, consisting mainly of fried foods, was a distinct liability. In order to soften its fried chicken chain image, the company changed its name and logo from Kentucky Fried Chicken to KFC in 1991. ... The popularity of its Original Recipe fried chicken allowed KFC to expand through the 1980s without significant competition from other chicken competitors. As a result, new product introductions of chicken sandwiches and fried chicken by hamburger chains has changed the make-up of KFC’s competitors. ... This setback significantly complicated KFC’s task of developing consumer awareness for its chicken sandwich, which was introduced several months later. ... It introduced Oriental Wings, Popcorn Chicken, Honey BBQ Chicken, the Chunky Chicken Pot Pie, the Colonel’s Crispy Strips, and Hot Wings as a alternatives to its Original Recipe fried chicken. ... However, the “Rotisserie Gold” product was withdrawn a few years later when research indicated that most customers preferred to buy chicken by the piece. “Rotisserie Gold” was replaced in 1996 with a new roasted chicken product called “ Tender Roast”, which is sold by the piece and can even be mixed with KFC’s Original Recipe and Extra Crispy Chicken. ... KFC is currently testing Hispanic-oriented restaurants in the Miami area, which offer such side dishes as fried plantains, flan, and tres lesches.
Approximate Word count = 3512
Approximate Pages = 14
(250 words per page double spaced)
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