Case study on Kentucky fried chicken

1. CASE STUDY
ON
KENTUCKY FRIED CHICKEN(KFC)
SUBMITTED BY: SUBMITTED TO:
MANISH SINGH SHEKHAWAT MR. VIKAS KUMAWAT
12EBKEE056

2. INTRODUCTION
 KFC is based in Louisville, Kentucky, and is the world’s most
popular chicken restaurant chain.
 Founded by Colonel Harland Sanders in in the early 1930s by
cooking & serving food for hungry travelers. In 1952 Sanders
started franchising his chicken business & named it as KENTUCKY
FRIED CHICKEN.
 KFC is part of Yum! Brands, Inc., the world's largest restaurant
company in terms of system restaurants, with more than 36,000
locations around the world.

3. CONT….
 Products are made on the motto of "Crispy outside, juicy inside” .
 In India, KFC is growing rapidly and today has presence in 21
cities with close to 107 restaurants.
 109 countries and territories around the world.
 Every day, more than 12 million customers are served at KFC
restaurants.

4. CONT…
 KFC operates more than 5,200 restaurants in the United States an Yum!
Brands is run by David Novak, Chairman & CEO .
 d more than 15,000 units around the world.
 109 countries and territories around the world.
 Every day, more than 12 million customers are served at KFC restaurants.
 KFC Division is run by Cheryl Bachelder, President and Chief Concept
Officer
 8 Million Customer Each day.

5. KFC’S ENTRY IN INDIA
 KFC was the first fast food multinational to enter INDIA , after the
economic liberalization policy of the Indian Govt. in early 1990s.
 KFC received permission to open 30 new outlets across the
country & Opened first fast food outlet in Bangalore in June 1995
by targeting upper middle class population.
 PepsiCo planned to open 60 KFC and Pizza Hut outlets in next 7
yrs. in the country.

6. KFC MISSION AND VISION
VISION:
 To be leading integrated food services group in ASEAN
region delivering consistent quality products and
excellent customer focused
MISSION:
 To maximize profitability, improve shareholder value
and deliver sustainable growth year after year.

7. PROBLEMS FACED
 Why doesn't KFC use healthier oil?
The oil does have dangerous trans-fatty acids.
 Is KFC's food really that unhealthy?
A three-piece extra-crispy combo meal contains as much as 15 g of Trans fat-
-more than a person should ingest in a week.
 What are other chains doing?
The Cheesecake Factory is doing so already, McDonald's backpedaled on a
promise to cut Trans fats and says it's studying alternative oils, as is Burger King.
 What's so bad about trans fat?
It raises one's bad cholesterol, which boosts the risk of coronary disease.

8. PROBLEMS FACED IN INDIA
 KFC entered India in 1995,
 The regulatory authorities found that KFC's chickens did not
adhere to the Prevention of Food Adulteration Act, 1954
 KFC faced severe protests by People for Ethical Treatment of
Animals (PETA), an animal rights protection organization.
 PETA accused KFC of cruelty towards chickens and released a
video tape showing the ill-treatment of birds in KFC's poultry
farms

9. GOALS OF KFC
 Build an organization dedicated to excellence.
 Deliver superior quality and value in our products and
services.
 Maintain a commitment to innovation
 Generate consistently superior financial returns and benefits
our owner and employees.
 Establish in India our position as leading WQSR (Western Quick
Service Restaurant) chain, serving good value.

10. STRENGTH
► UNDERSTAND THE CULTURE, REGULATORY& ECOLOGICAL ISSUES.
► UNDERSTAND THE IMPORTANCE OF ETHICS IN DOING BUSINESS
► EXAMINE THE REASONS FOR PROTESTS OF PETA
► IDENTIFY SOLUTIONS FOR KFC’S PROBLEMS IN INDIA
SWOT ANALYSIS

11. WEAKNESSES
 NON ETHICAL BUSINESS PRACTICE
 PETA PROTEST
 KRRS PROTEST
 MSG FLAVOUR IN CHICKEN
SWOT ANALYSIS

12. SWOT ANALYSIS
THREATS
► MSG CHICKEN FLAVOUR
► PETA LIKE ORGANIZATIONS
► POLITICAL PARTIES PROTESTING FOR JUNK FOOD
► PROTEST SUPPORT FROM FAMOUS PERSONALITIES LIKE ANIL KUMBLE, JOHN
ABRAHAM ETC.

13. SWOT ANALYSIS
OPPORTUNITY
►RETAIL BOOM IN INDIA
►INDIANS YOUTH ARE ADOPTING WESTERN CULTURE
►INDIAN ECONOMY
►COSMOPOLITAN RAPID DEVELOPMENT

14. THANK YOU