Runninghead: KFC

Kentucky Fried Chicken



Kentucky Fried Chicken

Introduction

In this paper we are going to analyze the current marketing strategy, along with the overall performance of the world famous fast food chain KFC, an American fast food restaurant chain catering, specializing in chicken dishes. It was founded in 1952 Harland Sanders under the name Kentucky Fried Chicken. In 1991, the brand name shortened to the abbreviation KFC. Since 1997, the network was owned by a major restaurant company known as Yum! Brands, which owns many big brands such as Pizza Hut and Taco Bell. Today, KFC chain is represented in more than 110 countries with more than 16 000 points, in which daily number of servings are about 12 million customers. The headquarters of KFC are located in Louisville, the state of Kentucky. Kentucky Fried Chicken is the system of fried chicken restaurant world's largest and most popular, specializing in Original Recipe, with the secret of its season of 11 herbs and spices Colonel Harland Sanders and his style of cooking done at home.

The concept of having a secret recipe is priceless and it provides KFC with a meaningful point of difference from the competition and becomes the most significant competitive advantage for the company as cruji Chicken recipe. On the other hand we must not ignore that the company is involved in rumors about the excess oil in some of its products causing severe health consequences from customers. The Kentucky Duo package is within the mature stage in the product life cycle, on the other hand, the Bucket Family is within the same range as the package and finally Duo Pack Chicky is located within the same stage as that is constantly innovating in particular through the promotion of giving a toy.

Background to the proposal

In today's globalized world KFC is facing an extensive amount of competition from its competitors. There are many other major competitors such as McDonald's and Hardee's. This is the main reason why KFC has to come up with an effective policy to overcome all their deficiencies and be number in the world leading fast food chain. This document was developed in order to present the internal public of this company all the activities that it is making to meet the profitability and productivity demanded. We are implementing a series of strategies that help to increase market share, which was done to analyze the current situation of the company both internally and externally, in order to know about the different reasons that has not yet expected market share. Then we will took stock of its problems and opportunities to implement appropriate strategies, as well as establishing corrective actions that will serve as support for the correction of the strategies, in this way achieve the goals and objectives.

Products of KFC

KENTUCKY DUO

PRICE

$ 35

FEATURES

It consists of two pieces of chicken called for in recipe chicken secret or cruji accompanied by salad, mashed and medium soda. Accessories and large soda for $ 7 ...