How KFC Macro Environment has influenced its Marketing Decision making for last 12 Months and Next 12 months
Kentucky Fried Chicken (KFC) has a mission of selling food in fast and friendly atmosphere that would appeal to the health conscious minds of the customers. In addition to that, the fast food company has primary objectives in doing food business to their international consumers; and that are to develop food products that would certainly entice the meticulous taste of the customers. At the same time, is to increase the variety on their menu; and to introduce desert menu as well in a buffet restaurants. The targeted markets of KFC are international consumers who prefer to eat fresh vegetables, macaroni and cheese, peach cobbler with red beans and rice. On the other hand, there are menu items that are especially intended for the Hispanic consumers in specific cities that serves fried plantains, flan and Tres Leches. The food company target market location includes shopping mall food courts, universities, hospitals, airports, stadiums, amusement parks office buildings and mobile branches. When it comes to marketing strategy in increasing their revenues and profitability; KFC has been working seriously to maintain the reduction of the company’s overhead expenses. In the same manner, the organization also focuses on the improvement and efficiencies in the employees’ performance and customer service. The food company also observes closely the cleanliness and proper sanitation of all the restaurant outlets worldwide; and, continuous production of high quality food products for the international consumers. Aside from that, the company has still finding effective solutions on how to resolve franchise problems in the United States. The company at present is thinking of doing additional expansion of its franchises in Mexico and beyond Central America. In achieving overall sales growth and profit increase. The present management is also doing promotional international strategies through promoting healthier image of their food brand ; at the same time, to improving its menu items.
(http://www.fundinguniverse.com/company-histories/KFC-Corporation-Company-History.html)
Kentucky Fried Chicken (KFC) has been evolved through several management and organizational changes such as changes of ownership that first took place in 1964 when Colonel Sanders sold it to a small group of investors. Then, another several changes of ownership still occurred after that. Finally, 1986, KFC was acquired by PepsiCo, which currently operates Taco Bell, Pizza Hut and of course the KFC. Fortunately, under the management of PepsiCo, KFC has begun to operate 4, 258 restaurants in 68 countries worldwide. And, at present, KFC is considered the largest chicken restaurant; and the third largest food chain in the globe. In relation to this present situation of KFC, the new organization is structuring two divisions under PepsiCo. And, with the new organization, new set of company officers are being assigned to achieve effective implementation and execution of all marketing strategies that would definitely bring outstanding success to the food chain. David Novak is the president of KFC, while John Hill is Chief Financial Officer and Colin Moore is the head of Marketing. Peter Waller is the head of Franchising; and Olden Lee is head of Human Resources.
(http://www.fundinguniverse.com/company-histories/KFC-Corporation-Company-History.html)
Furthermore, there is another marketing strategy that KFC is presently adapting now; and that is the improvement and development of the operational efficiencies and effectiveness. The management strongly believes that there will be a great impact to this new operational implementation to the increase of the revenue of the firm. Aside from that, modification of the KFC’s crew training programs and operating standards among its employees have been developed and implemented. Subsequently, employment reduction took place among 250 of the 1500 management positions at corporate level; and the company just allowed the restaurant franchises and the marketing managers to do the job in the different countries. Having all these in mind, nowadays, KFC generates a remarkable increase of its worldwide sales. KFC has also met the changing demands of the modern society in the world. It has developed into a more healthy living food chain with many new changes on its menu such as Honey BBQ Chicken, Popcorn Chicken, Rotisserie Chicken and has also started to serve its lunch and dinner buffets. (http://www.answers.com/topic/kfc-corporation)
Correspondingly, there are a lot of business opportunities that KFC sees for the next 12 months in the Mexican market; since there is a new franchise law in Mexico for fast food chains expansion. If this happens, it offers a large customer base that has fewer competitors than the US market. In the same fashion, dual branding helps the company to appeal to the more diversified customer base that will provide higher income to the company. Next is the possible higher increase of their international revenue in Australia, since it has been the KFC’s largest food chain market in the globe at present time. (http://www.answers.com/topic/kfc-corporation)
References:
(http://www.fundinguniverse.com/company-histories/KFC-Corporation-Company-History.html)
(http://www.fundinguniverse.com/company-histories/KFC-Corporation-Company-History.html)
(http://www.answers.com/topic/kfc-corporation)
(http://www.answers.com/topic/kfc-corporation)
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