Kfc - the Best Fast-Food Restaurant

This book discusses the fast-food industry and seeks to describe the impact of the industry on the U.S. economy and society. Also, it talks about the guys who has been investigating the fast food industry for many years. From his broad research, he has uncovered an abundance of little-known, frequently unsettling truths about the fast food industry.

Fast food has turned into a genuine fundamental of our everyday life and made a religion of establishments that reaches out to the millions of Americans across the country. The Fast Food industry in a few eyes has been one of the sharpest developments this world has seen. It has been driven by our stomachs and our wallets for 40 to 50 years it's as yet developing to this date. The man who make-believe it can be known as the best representative, this nation has ever observed. The Fast Food Industry is big to the point that it has influenced our wellbeing, changed our way of life, and misshaped our territory as far back as the very first moment.

The story of the fast food industry and its effect on the world is well told in the book Fast Food Nation by Eric Schlosser. Schlosser makes the claim that, what started out as a special treat for the kids eventually ended up defining a way of life. During a brief period of time, the fast food industry has helped transform not only the American diet, but also our countryside, economy, workforce, and popular culture. The book thoroughly describes how important the two factors of money and power are in today's society. The book clearly establishes the broader thesis that as consumers, we should know what we eat even if it makes us uncomfortable by the knowledge.

If we look at the fast food industry today there is room for success. Based on RNCOS’ new US Fast Food Market Outlook 2010, fast food industry growth rate is strong. Especially, hamburger sales growth is reported at the healthy rate of 4.6% in 2008. The market is expected to grow to cross the $170 billion marks by 2010.It is believed that due to the economic meltdown, fast food industry is benefiting from people being more prices conscious. People who were enjoying nice means at fancier restaurants are now turning their choice of means to more economical ways.

This phenomenal rate of expansion in China alone is the result of a mixture of Pricing and Marketing strategies specifically designed for the China market. Starting from 1987, the first KFC store was hugely attractive to Chinese citizens. It mainly targeted consumers who are willing to spend more to get a taste of Western cuisine therefore the price of products in the restaurant are above that of normal Chinese food at that time. The first restaurant was a huge success, serving on average 9,000 customers per day and YUM brand was able to break even within the first year.

As we are all aware of, KCF is a fast food restaurant that specialises in fried chicken and its headquarters is located in Louisville in USA. It is considered the world’s second largest restaurant chain after McDonalds with 18,875 outlets in more than 110 countries and territories as of December 2013, but it is the world’s most popular chicken restaurant. KCF was founded by Harland sanders in the year of 1930. Its first franchise company was opened in Utah in 1952. After the first franchise was opened, KFC started expanding rapidly world-wide, this created a brand image for the company, and their logo became popular and was easily recognised by its external stakeholders. Its strap-line (finger lickin good) defines the deliciousness of their chicken.

KFCOne of the major competitors for McDonald in the burger segment is KFC. It first came to India in 1995, where it was one of the first multinational food chains to have entered India. It proved not to be a very good time to have come to India where people were still not able to come to terms with multinationals coming to India, and it was targeted by many and remained a not so known food outlet, while the ones which came later became more popular. KFC India had to shut shop in the late 1990s after it faced heavy protests not only from anti-multinational groups but also animal rights' protector, PETA.

Kentucky Fried Chicken (KFC) is a popular fast food chicken restaurant chain around the world. (Bell, Shelman, 2011) It is one of the subsidiary of Yum Brand. This company also operates the Pizza Hut and Taco Bell. (Yum! Brands, Inc, 2016) KFC was founded by Harland Sanders in 1952. (Bell, Shelman, 2011) Sanders was successful in creating the brand, even the logo of KFC brand is the portrait of him. He became a notable figure in American history thanks to his great contribution on creating KFC brand. Nowadays, KFC becomes more and more popular, the sales ranking of KFC was the 11th among the worldwide restaurant brands. (The QSR 50, 2015) The sales of KFC in 2014 was 4200 million dollars. (Details in Appendix 1) It means KFC has a large quantities of consumption needs. Actually, KFC has 14,577 restaurants around the world and 70% of them are located outside America (Yum Brand Annual Report, 2015). The restaurant profit was increased year by year from 2013 to 2015. (Details in Appendix 2) Therefore, it is potential to enlarge the customer base by analyzing consumer behaviors.

The fast food industry has been growing dramatically during the last few years. For this reason, we should try to find out what are the several factors why fast food consumption keeps growing among young people and adults. Therefore, as we have seen, the popularity of fast food is spreading rapidly among many people due to the following three main reasons: good taste, convenient time, and price. Personally, working for a fast food restaurant for a brief moment in my life, I can attest to this. Marketing also plays a big part to more people eating fast food. It’s in our culture in America to expect fast food companies to market and strategize their ways to make us, the consumers, to buy more food and consume more food so they can make more profit. Especially now with commercials and social media. The fast food industry has thrived in the modern era. It’s thriving so much, the industry is growing faster than the U.S economy, at

So, Yum! Brands must know the competitors of the Taco Bell in Malaysia market that offer the similar product that satisfy the same needs and wants of the customer. The Yum! Brands should produce more valuable product for the Taco Bell to winning the customer over the competitor in Malaysia market. The competitor in Malaysia that satisfy the same needs and wants of customer such as KFC, McDonald, Pizza Hut, Burger King and many more. Yum! Brands must to identify all the weakness of their competitors in Malaysia market such as the weakness in their foods, services, packaging and many more. So, Yum! Brands must develop the strategies that is everything in the competitors goods and services in Malaysia can’t to provide to the customer, Taco Bell can provide it. What they can’t and haven’t prepare, Taco Bell can and will have prepared. Taco Bell must know all the marketing strategy that have been use by the competitors, especially the promotional method that they use to market their product. Taco Bell must follow up all the marketing strategy and make some differences

In the paper there will be a discussion about a fortune 500 company that is in the service industry. The company that was chosen is McDonalds’. There will be a discussion about the main line of business for McDonalds’. There will be a list of four countries that McDonalds’ operates in along with the four Ps of marketing that McDonalds operates by. Lastly there will be a discussion about the differences in the implementation of the four Ps marketing mix when it comes to different countries.

KFC Does two types of planning, Strategic Planning and Operational Planning. Strategic Planning is done to increase its market worth value of the market share and Operational Planning includes launching of new product to change or innovate its product line for the customers. Planning objectives of KFC are to expand the organization on all over the UAE, to create and build superior quality for the customers, to follow marketing mix strategies and to generate superior financial return for KFC and KFC’s employees. Menu planning is done by researching. Supply chain management planning includes the full process related to the supply of raw materials which include chicken, spices and packing material and to increase operation, the objectives of supply chain management planning is to increase the level of outsourcing, increase globalization, increase the supply, increase the competitive pressure and increase the customers.The KFC mission statement is to “sell food in a fast, friendly environment that appeals to pride conscious, health minded consumers”.

Before introducing the history, mission, and vision, I am enterprising a fast food company, Subway® restaurants in Malaysia. Subway® restaurants are the world's biggest submarine sandwich chain working more units in the US, Canada and Australia than McDonald's does (Dec 16, 2009). Today, there are more Subway restaurants in the world than other restaurant chain, 42996 restaurants in 108 countries, and there are 177 restaurants in Malaysia. “Subway, eat fresh”. (Nov27, 2013)

KFC is a fast food restaurant chain that specializes in fried chicken and is headquartered in Louisville, Kentucky, in the United States. KFC was founded by Harland Sander in year 1930 and went on to franchising in 1952.

Providing customers with the best of both worlds: west meets east. In addition to its radical strategic approach of localization with regard to its food, they extended that viewpoint when selecting their management team. By hiring Chinese executives, Yum! Brands is able to build relationships with the local suppliers more easily and quickly. It definitely helps with their competitive advantage that chicken is a staple meat in China. Given these factors, it is clear that KFC has a competitive advantage in this market. However, taking a closer look at the industry and thinking longer-term, the competitiveness is undesirable but there is still potential to improve profitability. See the analysis