STRATEGIC MANAGEMENT

Strategic Management: Case Study - Kentucky Fried Chicken & the Global Fast Food Industry

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Strategic Management: Case Study - Kentucky Fried Chicken & the Global Fast Food Industry

Introduction

KFC or Kentucky Fried Chicken is among the big names in the world of fast food. This name is sometimes represented by the acronym KFC in some countries, referring to the literal translation: Kentucky Fried Chicken which is known by its famous slogan "Finger lickin good!" KFC is now present around the globe through its 14,000 restaurants. The American brand is present in approximately 100 countries worldwide including 79% of its tens of thousands of retail outlets are operated by franchise. According to statistics provided on the official website of the brand, KFC feeds an average of 8 million people a day worldwide. Founded in 1952, the company Kentucky Fried Chicken is now one of the fast food chains popular in the world and belongs to the large group Yum! Brands Inc. As a subsidiary, as well as Taco Bell and Pizza Hut, with a workforce currently reaching over 75,000 employees, the headquarters of the brand of fried chicken is located in the U.S. city of Louisville, Kentucky (Wit and Meyer, 2004). KFC is the undisputed leader in the fast food whose main base of its dishes is the fried chicken of course. If earlier the typical menu consisted of fried chicken pieces, fries, a drink and a salad of white cabbage, it is now diversified across countries. In North America, the company currently offers mashed potatoes, fries, corn, pies and beans dish. In some European countries, such accompaniments include red beans in sauce, tomato mozzarella salad, white rice and fried peppers or cut into sticks and stuffed with herbs. (Wit and Meyer, 2004)

The brand also expands its entrees and markets through pigs, burgers and sandwiches. Chicken meanwhile, is sold under various aspects, but more exclusively as a classic piece of fried chicken. Among others, the maps of KFC, chickens "Popcorn" or mouthfuls of fried chicken distributed in a cardboard cone and cheese puffs. You should know that the reputation of the KFC fried chicken lies in their unique tastes resulting from the secret recipe of its founding father: the recipe for 11 herbs and spices. For some, the secret recipe of Colonel is a legend for marketing purposes while for others it is actually implemented in the current trade in KFC. Under the leadership of the fast food chain, in which the document was written the exact content of the recipe is perfectly protected in safes in the group's headquarters and even the CEO of KFC, do not know the content accurate. In 1985 a journalist by the name of William Poundstone says in his book "Big Secrets" that the difference between the fried chicken from KFC and its competitors lies mainly in the cooking method and not because of the famous recipe. He has analyzed the products of American education by different laboratories and it turns out that the ...