CRM PROGRESS REPORT

CRM Progress Report

[Name of the Institute]

CRM Progress Report

Introduction

The Kentucky Louisiana based fast food company, KFC; can be identified as one of the largest and globally renowned corporate entities in the contemporary business environment. The main product of the company is based on the classical fried chicken products, which are based on a secret company recipe. Although the global food chain also offers a variety of other side products such as grilled and roasted variants of chicken and an array of side dishes; fried chicken is the core brand identity of KFC. The KFC brand chicken has become so famous on the global scale, that it can be identified by the majority of the global business environments. In order to cater for the regional demand of the products, the company has developed the strategy of enhancing its menu. In this scenario the company has also introduced certain innovative fast food items such as beef and pork based products.

KFC is a wholly owned subsidiary of the corporate giant PepsiCo, Inc; and has operating interests in the majority of the global business environments. As the company is founded in the American business environment it has more than 5000 business units present in America, while the majority of these entities are franchises. The company also has developed 3700 business units on the international scale. In terms of developing the international franchise network of the KFC brand, the company follows a strict quality care and franchise development strategies. The franchises represent the brand image of the company; hence the management has to ensure that only the qualified individuals are given the opportunity to own KFC franchises. In the contemporary global business environment various fast food brands have emerged as direct competitors to KFC, however the company has been able to maintain its brand value, through emphasis on quality and product innovation. The global brand value of the company has helped it to enhance the customer market. The focus on altering the menu as per the regional attributes of the customers has also helped the globalization strategy of the company. The biggest advantage of the company is based on the traditional fried chicken products, which represent the core brand essence of KFC.

Discussion

KFC 'Significant Challenges & Opportunities'

The biggest opportunity present for KFC in the current global consumer market can be identified as the growing demand for healthy and vegetarian products. Although it is true that the company currently has developed its brand value on primarily fired fast food products, it can also venture into this market. This would allow the company to diversify to line of products offered to the market, and would also wallow it to attract a new form of consumer market. The company has to ensure that it diversifies its current menu item, in order to satisfy the demands of a comprehensive consumer market (Davis & Carpenter, 2009, pp.15). The history of the various beef and pork related products which were introduced by the company highlights the fact that the brand can ...