3. KFC was founded by colonel harland sanders
who was born in 1890 from the small town
Henryville in U.S . He started selling fried
chicken from the road side restaurant in
Corbin kentucky it was there he served the
recipe that he learned in his childhood.
4. KFC is also known as kentucky fried chicken
started in 24September,1952 is an american
fast food restaurant chain that specializes in
fried chicken headquatered in louisville,
kentucky. It is the second largest restaurant
chain after MC Donald with almost 20000
locations globally in 123 countries. The
revenue of KFC is 33US$ billion according to
report of 2013.
6. Strength
Ranks highest among all
chicken restaurants for its
convenience and menu
variety .
Oldest and finest in
business.
High goodwill does not
have any core competitor
in chicken serving.
Serves variety of items
under single menu.
Loyal customers
Weakness
Presence of
Multinational
competitors in the
market. Eg: Mc
Donalds(specialized
not in chicken serving
but in burgers)
Imported raw material
rise their prime cost.
7. Don anderson a sign painter hired by harman
coined the name. Harman gave the phrase “its
finger licking good” In 1957 they came up
with a signature meal with 14 pieces of
chicken ,five bread rolls with pint of gravy in
a cardboard bucket. But due to age factor he
sold his company to johny brown and Jack C
Massey in 1964.
8. In july 1940 Sanders finalised what came to
be known as his original recipe of 11 herbs
and spices although he never publically
revealed the recipe he admitted to the use of
salt and pepper. He came up with one more
strategy to give franchisee in exchange of
sanders secret blend of herbs and spices he
has given his first franchisee to Pete Harman
who was his friend in Utah.
9. KFC entered into the indian market in Bengaluru in
june,1995 with 30 outlets in India but they failed to attract
the Indian customer. In 2004 KFC India relaunched their
product by adopting a new strategy to attract local
customers by expanding their vegetarian menu option
with Veg Zinger, Paneer Zinger, Potato Krisper Burger and
Hot veg Snacker etc. They came to know 42% Indians are
vegetarian and they have number of festivals and they
want both non-veg and veg items.After capturing the
Indian market then again in 2016 company fell back on
chicken centric strategy and opted to promote their new
chicken items. They came with Watt-a –Box 5 in 1 meal
which was a master stroke by KFC that while having their
meal they can charge their mobile phones .
10. KFC japan was opened in 1970 by Takeshi okawara who
managed first KFC restaurant in japan . KFC used dark meat
instead of white meat because japenese perception is that dark
meat is good to eat. KFC came up with rice bowls because they
studied the market and they got to know that japanese staple
food is Rice and they use used to serve it in a Bento-Box which
was made up of wood because like to eat in wooden utensils. As
we know that japan is technolised country so KFC played one
more game they brought chicken shaped mouse ,USB stick and
even keyboard to attract japanese customers. This was again a
masterstroke by KFC they came up with “kurisumasu ni wa
kentakki” (Kentucky for christmas) its shocking to know only 1 to
2% are christian in japan but they made it a festival for them and
due to KFC japanese people started celebrating christmas in
huge way and now the situation is that they have book their
orders before one month and have to wait in a large que this is
very shocking that 3.6 million people of japan go to KFC for
having KFC menu featuring fried chicken ,wine , cake and
Champagne etc.
11. KFC taught us for every business we need to
study the market before entering into any
business because without studying or
knowing the culture of any country if we are
starting our business then we are putting axe
on our own leg.
