Upload
genesian-nikhilesh-pillay
View
223
Download
0
Embed Size (px)
Citation preview
7/29/2019 Project on Swot
1/57
PROJECT REPORT ON
SWOT ANALYSIS-AN EXPLORATORY PROJECT
A PROJECT SUBMITTED TO THE UNIVERSITY OF
MUMBAI FOR THE AWARD OF THE DEGREE OF
BACHELOR OF MANAGEMENT STUDIES
(SEMESTER V)
BY
PILLAI SHARANYA SHASHI
MODEL COLLEGE
DOMBIVLI (EAST)
UNIVERSITY OF MUMBAI
OCTOBER 2011
7/29/2019 Project on Swot
2/57
DECLARATION
I, PILLAI SHARANYA SHASHI STUDENT OF BACHELOR OF
MANAGEMENT STUDIES FIFTH SEMESTER OF MODEL COLLEGE,
HEREBY DECLARE THAT I HAVE COMPLETED THIS PROJECT ON
SWOT ANALYSIS OF KFC AND MC.DONALDS FOR THE ACADEMIC
YEAR 2011 2012.
THE INFORMATION SUBMITTED IS TRUE AND ORIGINAL TO THE
BEST OF MY KNOWLEDGE.
PILLAI SHARANYA SHASHI
BACHELOR OF
MANAGEMENT STUDIES, SEMESTER V
7/29/2019 Project on Swot
3/57
ACKNOWLEDGEMENT
There are many people who have knowingly and unknowingly helped
me with my project for which I want to express my gratitude to them.
I am short of words to express my deep sense of gratitude to my
guide GEETA MADAM for her help and her untiring efforts, constant
inspiration and stimulating guidance to me in my academic endeavor
and in my project.
I also thank my teachers for holding discussions and for the
information given to me that formed the basis of the study.
I would also like to thank the college for giving me this opportunity for
doing this project. I would also like to thank my family for giving me
the support to do the same.
PILLAI SHARANYA SHASHI
7/29/2019 Project on Swot
4/57
LIST OF TABLES
TABLE NO DESCRIPTION PAGE NO
3.1 SWOT ANALYSIS
4.1 SWOT OFMCDONALDS
4.2 SWOT OF KFC
7/29/2019 Project on Swot
5/57
TABLE OF CONTENT
SR NO. DESCRIPTION PAGE NO
CERTIFICATE I
DECLARATION II
ACKNOWLEDGEMENT III
LIST OF TABLES IV
1 CHAPTER-1
INTRODUCTION
2 CHAPTER-2
PROFILE OF COMPANY-KFC AND
MC.DONALDS
3 CHAPTER-3
THEORETICAL VIEW
4 CHAPTER-4
SWOT ANALYSIS OF KFC AND
MC.DONALDS
5 CHAPTER 5
CONCLUSION
6 BIBLOGRAPHY
7/29/2019 Project on Swot
6/57
7/29/2019 Project on Swot
7/57
CHAPTER: 1
7/29/2019 Project on Swot
8/57
Chapter 1
Introduction
SWOT analysis is a strategic planning method used to evaluate
the Strengths, Weaknesses, Opportunities, and Threats involved in
a project or in a business venture. It involves specifying the objective of the
business venture or project and identifying the internal and external factors
that are favorable and unfavorable to achieve that objective.
What makes SWOT particularly powerful is that, with a little thought, it can
help you uncover opportunities that you are well placed to exploit. And by
understanding the weaknesses of your business, you can manage and
eliminate threats that would otherwise catch you unawares.
More than this, by looking at yourself and your competitors using the
SWOT framework, you can start to craft a strategy that helps you
distinguish yourself from your competitors, so that you can compete
successfully in your market.
Strengths:
What advantages does an organization have?
What does an organization do better than anyone else?
What unique or lowest-cost resources can an organization draw uponthat others can't?
What do people in market see as organization strengths?
What factors mean that "get the sale"?
What is an organization's Unique Selling Proposition (USP)?
http://en.wikipedia.org/wiki/Strategic_planninghttp://en.wikipedia.org/wiki/Projecthttp://en.wikipedia.org/wiki/Businesshttp://www.mindtools.com/pages/article/newTMC_11.htmhttp://www.mindtools.com/pages/article/newTMC_11.htmhttp://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Projecthttp://en.wikipedia.org/wiki/Strategic_planning7/29/2019 Project on Swot
9/57
Consider the strengths from both an internal perspective, and from the
point of view of the customers and people in the market.
It should also be realistic - it's far too easy to fall prey to "not invented here
syndrome." Also, an organization is having any difficulty with this, try writing
down a list of organization's characteristics. Some of these will hopefully be
strengths.
When looking at strengths, think about them in relation to competitors.
Weaknesses:
What could an organization improve?
What should an organization avoid?
What are people in market likely to see as weaknesses?
What factors lose an organizations sales?
Again, consider this from an internal and external basis: Do other people
seem to perceive weaknesses that an organization doesnt see. Arecompetitors doing any better than?
It's best to be realistic now, and face any unpleasant truths as soon as
possible.
Opportunities:
What good opportunities can an organization spot?
What interesting trends are you aware of?
Useful opportunities can come from such things as:
7/29/2019 Project on Swot
10/57
Changes in technology and markets on both a broad and narrow
scale.
Changes in government policy related to the field.
Changes in social patterns, population profiles, lifestyle changes, and
so on.
Local events.
A useful approach when looking at opportunities is to look at your
strengths and ask yourself whether these open up any opportunities.
Alternatively, look at your weaknesses and ask yourself whether you
could open up opportunities by eliminating them.
Threats
What obstacles does an organization face?
What are competitors doing?
Are quality standards or specifications for job, products or services
changing?
Is changing technology threatening organization position?
Does the organization have bad debt or cash-flow problems?
Could any of your weaknesses seriously threaten your business?
When looking at opportunities and threats, PEST Analysis can help to
ensure that an organization doesnt overlook external factors, such as
new government regulations, or technological changes in yourindustry.
http://www.mindtools.com/pages/article/newTMC_09.htmhttp://www.mindtools.com/pages/article/newTMC_09.htm7/29/2019 Project on Swot
11/57
About the report
Title of study:
Present study is titled as SWOT ANALYSIS. The study is made with
special reference to MC.DONALDS and KFC.
Objective of the study:
To understand how SWOT is applied to companies.
To understand the strengths, weakness, opportunities and threats of
companies.
Data and methodology:
Here for this comparative study secondary data were collected from various
magazines, journals, reference books and websites
Chapter layout:
Chapter 1: Introduction to title and report
Chapter 2: Profile of KFC and MC.D
Chapter 3: Theoretical view of SWOT analysis.
Chapter 4: Comparative study of Kentucky Fried Chicken and McDonald
Chapter 5: Conclusion
7/29/2019 Project on Swot
12/57
CHAPTER: 2
7/29/2019 Project on Swot
13/57
Chapter 2
Profile of McDonald's
McDonald's is the leading global foodservice retailer with more than 32,000local restaurants serving more than 64 million people in 117 countries each
day. More than 80% of McDonald's restaurants worldwide are owned and
operated by independent local men and women.
They serve the world some of its favorite foods - World Famous Fries, Big
Mac, Quarter Pounder, Chicken McNuggets and Egg McMuffin.
Their rich history began with our founder, Ray Kroc. The strong foundation
that he built continues today with McDonald's vision and the commitment of
their talented executives to keep the shine on McDonald's Arches for years
to come.
McDonald's Corporation is the world's largest chain ofhamburgerfast food
restaurants, serving around 64 million customers daily. Headquartered in
the United States, the corporation was founded by businessman Ray
Kroc in 1955 after he purchased the rights to a small hamburger chain
operated by the eponymous Maurice and Richard McDonald.
A McDonald's restaurant is operated by a franchisee, an affiliate, or the
corporation itself. The corporation's revenues come from the rent, royalties
http://en.wikipedia.org/wiki/Hamburgerhttp://en.wikipedia.org/wiki/Fast_food_restauranthttp://en.wikipedia.org/wiki/Fast_food_restauranthttp://en.wikipedia.org/wiki/Ray_Krochttp://en.wikipedia.org/wiki/Ray_Krochttp://en.wikipedia.org/wiki/Franchiseehttp://en.wikipedia.org/wiki/Affiliate_(commerce)http://en.wikipedia.org/wiki/Affiliate_(commerce)http://en.wikipedia.org/wiki/Franchiseehttp://en.wikipedia.org/wiki/Ray_Krochttp://en.wikipedia.org/wiki/Ray_Krochttp://en.wikipedia.org/wiki/Fast_food_restauranthttp://en.wikipedia.org/wiki/Fast_food_restauranthttp://en.wikipedia.org/wiki/Hamburger7/29/2019 Project on Swot
14/57
and fees paid by the franchisees, as well as sales in company-operated
restaurants. McDonald's revenues grew 27% over the three years ending in
2007 to $22.8 billion, and 9% growth in operating income to $3.9 billion.
McDonald's primarily sells hamburgers, cheeseburgers, chicken, french
fries, breakfast items, soft drinks, shakes and desserts. In response to
changing consumer tastes, the company has expanded its menu to
include salads,wraps and fruit.
The business began in 1940, with a restaurant opened by brothers Richard
and Maurice McDonald in San Bernardino, California. Their introduction ofthe "Speedee Service System" in 1948 established the principles of the
modern fast-food restaurant. The original mascot of McDonald's was a man
with a chef's hat on top of a hamburger shaped head whose name was
"Speedee." Speedee was eventually replaced with Ronald McDonald by1967 when the company first filed a U.S. trademark on a clown shaped
man having puffed out costume legs.
McDonald's first filed for a U.S. trademark on the name McDonald's on May
4, 1961, with the description "Drive-In Restaurant Services," which
continues to be renewed through the end of December 2009. In the same
year, on September 13, 1961, the company filed a logo trademark on an
overlapping, double arched "M" symbol. The overlapping double arched
"M" symbol logo was temporarily disfavored by September 6, 1962, when a
http://en.wikipedia.org/wiki/Hamburgerhttp://en.wikipedia.org/wiki/Cheeseburgerhttp://en.wikipedia.org/wiki/Chicken_(food)http://en.wikipedia.org/wiki/French_frieshttp://en.wikipedia.org/wiki/French_frieshttp://en.wikipedia.org/wiki/Breakfasthttp://en.wikipedia.org/wiki/Soft_drinkhttp://en.wikipedia.org/wiki/Milkshakehttp://en.wikipedia.org/wiki/Desserthttp://en.wikipedia.org/wiki/Saladhttp://en.wikipedia.org/wiki/Wrap_(food)http://en.wikipedia.org/wiki/Restauranthttp://en.wikipedia.org/wiki/Richard_and_Maurice_McDonaldhttp://en.wikipedia.org/wiki/Richard_and_Maurice_McDonaldhttp://en.wikipedia.org/wiki/Richard_and_Maurice_McDonaldhttp://en.wikipedia.org/wiki/San_Bernardino,_Californiahttp://en.wikipedia.org/wiki/Fast_food#Overviewhttp://en.wikipedia.org/wiki/Ronald_McDonaldhttp://en.wikipedia.org/wiki/Ronald_McDonaldhttp://en.wikipedia.org/wiki/Fast_food#Overviewhttp://en.wikipedia.org/wiki/San_Bernardino,_Californiahttp://en.wikipedia.org/wiki/Richard_and_Maurice_McDonaldhttp://en.wikipedia.org/wiki/Richard_and_Maurice_McDonaldhttp://en.wikipedia.org/wiki/Restauranthttp://en.wikipedia.org/wiki/Wrap_(food)http://en.wikipedia.org/wiki/Saladhttp://en.wikipedia.org/wiki/Desserthttp://en.wikipedia.org/wiki/Milkshakehttp://en.wikipedia.org/wiki/Soft_drinkhttp://en.wikipedia.org/wiki/Breakfasthttp://en.wikipedia.org/wiki/French_frieshttp://en.wikipedia.org/wiki/French_frieshttp://en.wikipedia.org/wiki/Chicken_(food)http://en.wikipedia.org/wiki/Cheeseburgerhttp://en.wikipedia.org/wiki/Hamburger7/29/2019 Project on Swot
15/57
trademark was filed for a single arch, shaped over many of the early
McDonald's restaurants in the early years. The famous double arched "M"
symbol in use today did not appear until November 18, 1968, when the
company filed a U.S. trademark.
The first McDonald's restaurants opened in the United States, Canada,
Costa Rica, Panama, Japan, the Netherlands, Germany, Australia, France,
El Salvador and Sweden, in order of openings.
The present corporation dates its founding to the opening of
a franchised restaurant by Ray Kroc, in Des Plaines, Illinois, on April 15,
1955, the ninth McDonald's restaurant overall. Kroc later purchased the
McDonald brothers' equity in the company and led its worldwide expansion,
and the company became listed on the public stock markets in 1965. Kroc
was also noted for aggressive business practices, compelling theMcDonald brothers to leave the fast food industry. The McDonald brothers
and Kroc feuded over control of the business, as documented in both
Kroc's autobiography and in the McDonald brothers' autobiography. The
site of the McDonald brothers' original restaurant is now a monument.
With the expansion of McDonald's into many international markets, the
company has become a symbol ofglobalization and the spread of
the American way of life. Its prominence has also made it a frequent topic
of public about obesity, corporate ethics and consumerresponsibility.
http://en.wikipedia.org/wiki/Franchisinghttp://en.wikipedia.org/wiki/Ray_Krochttp://en.wikipedia.org/wiki/Des_Plaines,_Illinoishttp://en.wikipedia.org/wiki/Dick_and_Mac_McDonald#Franchisinghttp://en.wikipedia.org/wiki/Dick_and_Mac_McDonald#Franchisinghttp://en.wikipedia.org/wiki/Globalizationhttp://en.wikipedia.org/wiki/American_wayhttp://en.wikipedia.org/wiki/Obesityhttp://en.wikipedia.org/wiki/Business_ethicshttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Moral_responsibilityhttp://en.wikipedia.org/wiki/Moral_responsibilityhttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Business_ethicshttp://en.wikipedia.org/wiki/Obesityhttp://en.wikipedia.org/wiki/American_wayhttp://en.wikipedia.org/wiki/Globalizationhttp://en.wikipedia.org/wiki/Dick_and_Mac_McDonald#Franchisinghttp://en.wikipedia.org/wiki/Dick_and_Mac_McDonald#Franchisinghttp://en.wikipedia.org/wiki/Des_Plaines,_Illinoishttp://en.wikipedia.org/wiki/Ray_Krochttp://en.wikipedia.org/wiki/Franchising7/29/2019 Project on Swot
16/57
Corporate overview
Focusing on its core brand, McDonald's began divesting itself of other
chains it had acquired during the 1990s. The company owned a majority
stake in Chipotle Mexican Grill until October 2006, when McDonald's fully
divested from Chipotle through a stock exchange. Until December 2003, it
also owned Donatos Pizza. On August 27, 2007, McDonald's sold Boston
Market to Sun Capital Partners.
Types of restaurants
Most standalone McDonald's restaurants offer both counter
service and drive-through service, with indoor and sometimes outdoor
seating. Drive-Thru, Auto-Mac, Pay and Drive, or "McDrive" as it is known
in many countries, often has separate stations for placing, paying for, and
picking up orders, though the latter two steps are frequently combined; it
was first introduced in Arizona in 1975, following the lead of other fast-food
chains. The first such restaurant in Britain opened
at Fallowfield, Manchesterin 1986.
In some countries, "McDrive" locations nearhighways offer no counter
service or seating. In contrast, locations in high-density city neighborhoods
often omit drive-through service. There are also a few locations, located
mostly in downtown districts, which offer Walk-Thru service in place of
Drive-Thru.
http://en.wikipedia.org/wiki/Divestmenthttp://en.wikipedia.org/wiki/Chipotle_Mexican_Grillhttp://en.wikipedia.org/wiki/Donatos_Pizzahttp://en.wikipedia.org/wiki/Boston_Markethttp://en.wikipedia.org/wiki/Boston_Markethttp://en.wikipedia.org/wiki/Sun_Capital_Partnershttp://en.wikipedia.org/wiki/Counter_servicehttp://en.wikipedia.org/wiki/Counter_servicehttp://en.wikipedia.org/wiki/Drive-throughhttp://en.wikipedia.org/wiki/Fallowfieldhttp://en.wikipedia.org/wiki/Manchesterhttp://en.wikipedia.org/wiki/Highwayhttp://en.wikipedia.org/wiki/Drive-throughhttp://en.wikipedia.org/wiki/Drive-throughhttp://en.wikipedia.org/wiki/Highwayhttp://en.wikipedia.org/wiki/Manchesterhttp://en.wikipedia.org/wiki/Fallowfieldhttp://en.wikipedia.org/wiki/Drive-throughhttp://en.wikipedia.org/wiki/Counter_servicehttp://en.wikipedia.org/wiki/Counter_servicehttp://en.wikipedia.org/wiki/Sun_Capital_Partnershttp://en.wikipedia.org/wiki/Boston_Markethttp://en.wikipedia.org/wiki/Boston_Markethttp://en.wikipedia.org/wiki/Donatos_Pizzahttp://en.wikipedia.org/wiki/Chipotle_Mexican_Grillhttp://en.wikipedia.org/wiki/Divestment7/29/2019 Project on Swot
17/57
Specially themed restaurants also exist, such as the "Solid Gold
McDonald's," a 1950s rock-and-rollthemed restaurant. In Victoria, British
Columbia, there is also a McDonald's with a 24-carat (100%)
gold chandelierand similar light fixtures.
To accommodate the current trend for high quality coffee and the popularity
of coffee shops in general, McDonald's introduced McCaf, a caf-style
accompaniment to McDonald's restaurants in the style ofStarbucks.
McCaf is a concept created by McDonald's Australia, starting with
Melbourne in 1993. Today, most McDonald's in Australia have McCafs
located within the existing McDonald's restaurant. In Tasmania, there are
McCafs in every store, with the rest of the states quickly following suit.
After upgrading to the new McCaf look and feel, some Australian stores
have noticed up to a 60% increase in sales. As of the end of 2003 there
were over 600 McCafs worldwide.
Some locations are connected to gas stations/convenience stores, while
others called McExpress have limited seating and/or menu or may be
located in a shopping mall. Other McDonald's are located in Wal-
Mart stores. McStop is a location targeted at truckers and travelers which
may have services found at truck stops.
http://en.wikipedia.org/wiki/Victoria,_British_Columbiahttp://en.wikipedia.org/wiki/British_Columbiahttp://en.wikipedia.org/wiki/British_Columbiahttp://en.wikipedia.org/wiki/Chandelierhttp://en.wikipedia.org/wiki/McCaf%C3%A9http://en.wikipedia.org/wiki/Caf%C3%A9http://en.wikipedia.org/wiki/Starbuckshttp://en.wikipedia.org/wiki/Tasmaniahttp://en.wikipedia.org/wiki/Gas_stationhttp://en.wikipedia.org/wiki/Convenience_storehttp://en.wikipedia.org/wiki/Shopping_mallhttp://en.wikipedia.org/wiki/Wal-Marthttp://en.wikipedia.org/wiki/Wal-Marthttp://en.wikipedia.org/wiki/Truck_stophttp://en.wikipedia.org/wiki/Truck_stophttp://en.wikipedia.org/wiki/Wal-Marthttp://en.wikipedia.org/wiki/Wal-Marthttp://en.wikipedia.org/wiki/Shopping_mallhttp://en.wikipedia.org/wiki/Convenience_storehttp://en.wikipedia.org/wiki/Gas_stationhttp://en.wikipedia.org/wiki/Tasmaniahttp://en.wikipedia.org/wiki/Starbuckshttp://en.wikipedia.org/wiki/Caf%C3%A9http://en.wikipedia.org/wiki/McCaf%C3%A9http://en.wikipedia.org/wiki/Chandelierhttp://en.wikipedia.org/wiki/British_Columbiahttp://en.wikipedia.org/wiki/British_Columbiahttp://en.wikipedia.org/wiki/Victoria,_British_Columbia7/29/2019 Project on Swot
18/57
Since 1997, the only KosherMcDonald's in the world that is not in Israel, is
located in the "Abasto de Buenos Aires", Argentina.
Global operation
McDonald's has become emblematic ofglobalization, sometimes referred
to as the "McDonaldization" of society. The Economist newspaper uses the
"Big Mac Index": the comparison of a Big Mac's cost in various
world currencies can be used to informally judge these
currencies' purchasing power parity. Scandinavian countries lead the Big
Mac Index with four of the five most expensive Big Mac's. Norway has the
most expensive Big Mac in the world as of July 2008, while the country with
the least expensive Big Mac is Malaysia.
Thomas Friedman once said that no country with a McDonald's had gone
to war with another. However, the "Golden Arches Theory of Conflict
Prevention" is not strictly true. Exceptions are the 1989 United States
invasion of Panama, NATO's bombing of Serbia in 1999, the 2006 Lebanon
War, and the 2008 South Ossetia war.
Some observers have suggested that the company should be given credit
for increasing the standard of service in markets that it enters. A group of
anthropologists in a study entitled Golden Arches East looked at the impact
http://en.wikipedia.org/wiki/1997http://en.wikipedia.org/wiki/Kosherhttp://en.wikipedia.org/wiki/Israelhttp://en.wikipedia.org/wiki/Abasto_de_Buenos_Aireshttp://en.wikipedia.org/wiki/Argentinahttp://en.wikipedia.org/wiki/Globalizationhttp://en.wikipedia.org/wiki/McDonaldizationhttp://en.wikipedia.org/wiki/The_Economisthttp://en.wikipedia.org/wiki/Big_Mac_Indexhttp://en.wikipedia.org/wiki/Big_Machttp://en.wikipedia.org/wiki/Currencyhttp://en.wikipedia.org/wiki/Purchasing_power_parityhttp://en.wikipedia.org/wiki/Big_Mac_Indexhttp://en.wikipedia.org/wiki/Big_Mac_Indexhttp://en.wikipedia.org/wiki/Malaysiahttp://en.wikipedia.org/wiki/Thomas_Friedmanhttp://en.wikipedia.org/wiki/McDonalds_Rulehttp://en.wikipedia.org/wiki/McDonalds_Rulehttp://en.wikipedia.org/wiki/United_States_invasion_of_Panamahttp://en.wikipedia.org/wiki/United_States_invasion_of_Panamahttp://en.wikipedia.org/wiki/Kosovo_War#The_NATO_bombing_campaignhttp://en.wikipedia.org/wiki/2006_Lebanon_Warhttp://en.wikipedia.org/wiki/2006_Lebanon_Warhttp://en.wikipedia.org/wiki/2008_South_Ossetia_warhttp://en.wikipedia.org/wiki/2008_South_Ossetia_warhttp://en.wikipedia.org/wiki/2006_Lebanon_Warhttp://en.wikipedia.org/wiki/2006_Lebanon_Warhttp://en.wikipedia.org/wiki/Kosovo_War#The_NATO_bombing_campaignhttp://en.wikipedia.org/wiki/United_States_invasion_of_Panamahttp://en.wikipedia.org/wiki/United_States_invasion_of_Panamahttp://en.wikipedia.org/wiki/McDonalds_Rulehttp://en.wikipedia.org/wiki/McDonalds_Rulehttp://en.wikipedia.org/wiki/Thomas_Friedmanhttp://en.wikipedia.org/wiki/Malaysiahttp://en.wikipedia.org/wiki/Big_Mac_Indexhttp://en.wikipedia.org/wiki/Big_Mac_Indexhttp://en.wikipedia.org/wiki/Purchasing_power_parityhttp://en.wikipedia.org/wiki/Currencyhttp://en.wikipedia.org/wiki/Big_Machttp://en.wikipedia.org/wiki/Big_Mac_Indexhttp://en.wikipedia.org/wiki/The_Economisthttp://en.wikipedia.org/wiki/McDonaldizationhttp://en.wikipedia.org/wiki/Globalizationhttp://en.wikipedia.org/wiki/Argentinahttp://en.wikipedia.org/wiki/Abasto_de_Buenos_Aireshttp://en.wikipedia.org/wiki/Israelhttp://en.wikipedia.org/wiki/Kosherhttp://en.wikipedia.org/wiki/19977/29/2019 Project on Swot
19/57
McDonald's had on East Asia, and Hong Kong in particular. When it
opened in Hong Kong in 1975, McDonald's was the first restaurant to
consistently offer clean restrooms, driving customers to demand the same
of other restaurants and institutions. McDonald's have recently taken topartnering up with Sinopec, the second largest oil company in the People's
Republic of China, as it begins to take advantage of the country's growing
use of personal vehicles by opening numerous drive-thrurestaurants. McDonald's has opened a McDonald's restaurant and McCaf
on the underground premises of the French fine arts museum, the Louvre.
http://en.wikipedia.org/wiki/East_Asiahttp://en.wikipedia.org/wiki/Sinopechttp://en.wikipedia.org/wiki/Drive-throughhttp://en.wikipedia.org/wiki/Drive-throughhttp://en.wikipedia.org/wiki/Fine_artshttp://en.wikipedia.org/wiki/Louvrehttp://en.wikipedia.org/wiki/Louvrehttp://en.wikipedia.org/wiki/Fine_artshttp://en.wikipedia.org/wiki/Drive-throughhttp://en.wikipedia.org/wiki/Sinopechttp://en.wikipedia.org/wiki/East_Asia7/29/2019 Project on Swot
20/57
Profile of Kentucky Fried Chicken
KFC, founded and also known as Kentucky Fried Chicken, is a chain offast
food restaurants based in Louisville, Kentucky, in the United States. KFC
has been a brand and operating segment, termed a concept ofYum!
Brands since 1997 when that company was spun off from PepsiCo as
Tricon Global Restaurants Inc.
KFC primarily sells chicken pieces, wraps, salads and sandwiches. While
its primary focus is fried chicken, KFC also offers a line of grilled and
roasted chicken products, side dishes and desserts. Outside the USA, KFC
offers beef based products such as hamburgers or kebabs, poutine, pork
based products such as ribs and other regional fare.
The company was founded as Kentucky Fried Chicken by Colonel Harland
Sanders in 1952, though the idea of KFC's fried chicken actually goes back
to 1930. Although Sanders died in 1980, he remains an important part of
the company's branding and advertisements, and "Colonel Sanders" or
"The Colonel" is a metonym for the company itself. The company adopted
KFC, an abbreviated form of its name, in 1991. Newer and remodeled
restaurants will adopt the new logo and name, while older stores will
continue to use the 1980s signage. Additionally, Yum! continues to use the
abbreviated name freely in its advertisement.
http://en.wikipedia.org/wiki/Fast_food_restauranthttp://en.wikipedia.org/wiki/Fast_food_restauranthttp://en.wikipedia.org/wiki/Louisville,_Kentuckyhttp://en.wikipedia.org/wiki/Yum!_Brandshttp://en.wikipedia.org/wiki/Yum!_Brandshttp://en.wikipedia.org/wiki/PepsiCohttp://en.wikipedia.org/wiki/Chicken_(food)http://en.wikipedia.org/wiki/Wrap_(food)http://en.wikipedia.org/wiki/Saladhttp://en.wikipedia.org/wiki/Sandwichhttp://en.wikipedia.org/wiki/Fried_chickenhttp://en.wikipedia.org/wiki/Side_dishhttp://en.wikipedia.org/wiki/Hamburgerhttp://en.wikipedia.org/wiki/Kentucky_Colonelhttp://en.wikipedia.org/wiki/Harland_Sandershttp://en.wikipedia.org/wiki/Harland_Sandershttp://en.wikipedia.org/wiki/Metonymhttp://en.wikipedia.org/wiki/Metonymhttp://en.wikipedia.org/wiki/Harland_Sandershttp://en.wikipedia.org/wiki/Harland_Sandershttp://en.wikipedia.org/wiki/Kentucky_Colonelhttp://en.wikipedia.org/wiki/Hamburgerhttp://en.wikipedia.org/wiki/Side_dishhttp://en.wikipedia.org/wiki/Fried_chickenhttp://en.wikipedia.org/wiki/Sandwichhttp://en.wikipedia.org/wiki/Saladhttp://en.wikipedia.org/wiki/Wrap_(food)http://en.wikipedia.org/wiki/Chicken_(food)http://en.wikipedia.org/wiki/PepsiCohttp://en.wikipedia.org/wiki/Yum!_Brandshttp://en.wikipedia.org/wiki/Yum!_Brandshttp://en.wikipedia.org/wiki/Louisville,_Kentuckyhttp://en.wikipedia.org/wiki/Fast_food_restauranthttp://en.wikipedia.org/wiki/Fast_food_restaurant7/29/2019 Project on Swot
21/57
History
Born and raised in Henryville, Indiana, Sanders passed through several
professions in his lifetime. Sanders first served his fried chicken in 1930 in
the midst of the Great Depression at a gas station he owned in North
Corbin, Kentucky. The dining area was named Sanders Court & Caf and
was so successful that in 1935 Kentucky GovernorRuby Laffoon granted
Sanders the title of honorary Kentucky Colonel in recognition of his
contribution to the state's cuisine. The following year Sanders expanded his
restaurant to 142 seats, and added a motel he bought across the street.
When Sanders prepared his chicken in his original restaurant in NorthCorbin, he prepared the chicken in an iron skillet, which took about 30
minutes to do, too long for a restaurant operation. In 1939, Sanders altered
the cooking process for his fried chicken to use a pressure fryer, resulting
in a greatly reduced cooking time comparable to that ofdeep frying. In
1940 Sanders devised what came to be known as his Original Recipe.
The secret recipe
The Colonel's secret flavor recipe of 11 herbs and spices that creates the
famous "finger lickin' good" chicken remains a trade secret. Portions of the
secret spice mix are made at different locations in the United States, and
the only complete, handwritten copy of the recipe is kept in a vault in
corporate headquarters.
http://en.wikipedia.org/wiki/Henryville,_Indianahttp://en.wikipedia.org/wiki/Great_Depressionhttp://en.wikipedia.org/wiki/Filling_stationhttp://en.wikipedia.org/wiki/North_Corbin,_Kentuckyhttp://en.wikipedia.org/wiki/North_Corbin,_Kentuckyhttp://en.wikipedia.org/wiki/Harland_Sanders_Caf%C3%A9_and_Museumhttp://en.wikipedia.org/wiki/List_of_Governors_of_Kentuckyhttp://en.wikipedia.org/wiki/Ruby_Laffoonhttp://en.wikipedia.org/wiki/Kentucky_Colonelhttp://en.wikipedia.org/wiki/Motelhttp://en.wikipedia.org/wiki/Pressure_fryerhttp://en.wikipedia.org/wiki/Deep_fryinghttp://en.wikipedia.org/wiki/Trade_secrethttp://en.wikipedia.org/wiki/Trade_secrethttp://en.wikipedia.org/wiki/Deep_fryinghttp://en.wikipedia.org/wiki/Pressure_fryerhttp://en.wikipedia.org/wiki/Motelhttp://en.wikipedia.org/wiki/Kentucky_Colonelhttp://en.wikipedia.org/wiki/Ruby_Laffoonhttp://en.wikipedia.org/wiki/List_of_Governors_of_Kentuckyhttp://en.wikipedia.org/wiki/Harland_Sanders_Caf%C3%A9_and_Museumhttp://en.wikipedia.org/wiki/North_Corbin,_Kentuckyhttp://en.wikipedia.org/wiki/North_Corbin,_Kentuckyhttp://en.wikipedia.org/wiki/Filling_stationhttp://en.wikipedia.org/wiki/Great_Depressionhttp://en.wikipedia.org/wiki/Henryville,_Indiana7/29/2019 Project on Swot
22/57
On September 9, 2008, the one complete copy was temporarily moved to
an undisclosed location under extremely tight security while KFC revamped
the security at its headquarters. Before the move, KFC disclosed that the
recipe, which includes exact amounts of each component, is written in
pencil on a single sheet of notebook paper and signed by Sanders. It was
locked in a filing cabinet with two separate combination locks. The cabinet
also included vials of each of the 11 herbs and spices used. Only two
unnamed executives had access to the recipe at any one time. One of the
two executives said that no one had come close to guessing the contents
of the secret recipe, and added that the actual recipe would include some
surprises. On February 9, 2009, the secret recipe returned to KFC's
Louisville headquarters in a more secure, computerized vault guarded
by motion detectors and security cameras. Reportedly, the paper
has yellowed and the handwriting is now faint.
In 1983, writerWilliam Poundstone examined the recipe in his book BigSecrets. He reviewed Sanders' patent application, and advertised in
college newspapers for present or former employees willing to share their
knowledge. From the former he deduced that Sanders had diverged from
other common fried-chicken recipes by varying the amount of oil used with
the amount of chicken being cooked, and starting the cooking at a higher
temperature (about 400 F (200 C)) for the first minute or so and then
lowering it to 250 F (120 C) for the remainder of the cooking time. Several
of Poundstone's contacts also provided samples of the seasoning mix, and
a food lab found that it consisted solely of sugar, flour, salt, black
pepperand monosodium glutamate (MSG). He concluded that it was
http://en.wikipedia.org/wiki/Motion_detectorhttp://en.wikipedia.org/wiki/Security_camerahttp://en.wikipedia.org/wiki/Foxinghttp://en.wikipedia.org/wiki/William_Poundstonehttp://en.wikipedia.org/wiki/Big_Secretshttp://en.wikipedia.org/wiki/Big_Secretshttp://en.wikipedia.org/wiki/Black_pepperhttp://en.wikipedia.org/wiki/Black_pepperhttp://en.wikipedia.org/wiki/Monosodium_glutamatehttp://en.wikipedia.org/wiki/Monosodium_glutamatehttp://en.wikipedia.org/wiki/Black_pepperhttp://en.wikipedia.org/wiki/Black_pepperhttp://en.wikipedia.org/wiki/Big_Secretshttp://en.wikipedia.org/wiki/Big_Secretshttp://en.wikipedia.org/wiki/William_Poundstonehttp://en.wikipedia.org/wiki/Foxinghttp://en.wikipedia.org/wiki/Security_camerahttp://en.wikipedia.org/wiki/Motion_detector7/29/2019 Project on Swot
23/57
entirely possible that, in the years since Sanders sold the chain, later
owners had begun skimping on the recipe to save costs.
Packaging
The famous paper bucket that KFC uses for its larger sized orders of
chicken and has come to signify the company was originally created
by Wendy's restaurants founderDave Thomas. Thomas was originally a
franchisee of the original Kentucky Fried Chicken and operated several
outlets in the Columbus, Ohio area. His reasoning behind using the paper
packaging was that it helped keep the chicken crisp by wicking away
excess moisture. Thomas was also responsible for the creation of the
famous rotating bucket sign that came to be used at most KFC locations in
the US.
Menu items
Chicken
KFC's specialty is fried chicken served in various forms. KFC's primary
product is pressure-fried pieces of chicken made with the original recipe.
The other chicken offering, extra crispy, is made using a garlic marinade
and double dipping the chicken in flour before deep frying in a standard
industrial kitchen type machine.
Kentucky Grilled Chicken This marinated grilled chicken is targeted
towards health-conscious customers. It features marinated breasts, thighs,
http://en.wikipedia.org/wiki/Wendy%27shttp://en.wikipedia.org/wiki/Dave_Thomas_(American_businessman)http://en.wikipedia.org/wiki/Columbus,_Ohiohttp://en.wiktionary.org/wiki/wickhttp://en.wikipedia.org/wiki/Pressure_fryinghttp://en.wikipedia.org/wiki/KFC#The_secret_recipehttp://en.wikipedia.org/wiki/KFC#The_secret_recipehttp://en.wikipedia.org/wiki/Pressure_fryinghttp://en.wiktionary.org/wiki/wickhttp://en.wikipedia.org/wiki/Columbus,_Ohiohttp://en.wikipedia.org/wiki/Dave_Thomas_(American_businessman)http://en.wikipedia.org/wiki/Wendy%27s7/29/2019 Project on Swot
24/57
drumsticks, and wings that are coated with seasonings before being grilled.
It has less fat, calories, and sodium than the Original Recipe fried
chicken. Introduced in April 2009.
KFC has two lines ofsandwiches: its "regular" chicken sandwiches and its
Snackers line. The regular sandwiches are served on either a sesame
seed orcorn dusted roll and are made from either whole breast fillets (fried
or roasted), chopped chicken in a sauce or fried chicken strips. The
Snackers line are value priced items that consist of chicken strips and
various toppings. In the UK, Australia and New Zealand, sandwiches are
referred to as "burgers"; there is the chicken fillet burger (a chicken breast
fillet coated in an original-recipe coating with salad garnish and
mayonnaise) and a Zinger Burger (as with the former but with a spicier
coating and salsa). Both of these are available as "tower" variants, which
include a slice of cheese and a hash brown.KFC considers its Double
Down product a sandwich in spite of containing no bread. A variety offingerfoods, including chicken strips, wings, nuggets, and popcorn chicken, and
potato wedges, are served with various sauces.
Several pies have been made available from KFC. The Pot Pie is
a savory pie made with chicken, gravy and vegetables. In the second
quarter of 2006, KFC introduced its variation on Shepherd's pie called
the Famous Bowl. Served in a plastic bowl, it is layered with mashed
potatoes or rice, gravy, corn, popcorn chicken, and cheese, and is served
with a biscuit. The bowl had been available at KFC's special test
http://en.wikipedia.org/wiki/Sandwicheshttp://en.wikipedia.org/wiki/Sesame_seedhttp://en.wikipedia.org/wiki/Sesame_seedhttp://en.wikipedia.org/wiki/Maizehttp://en.wikipedia.org/wiki/Double_Down_(sandwich)http://en.wikipedia.org/wiki/Double_Down_(sandwich)http://en.wikipedia.org/wiki/Finger_foodhttp://en.wikipedia.org/wiki/Finger_foodhttp://en.wikipedia.org/wiki/Potato_wedgeshttp://en.wikipedia.org/wiki/Pot_Piehttp://en.wikipedia.org/wiki/Umamihttp://en.wikipedia.org/wiki/Shepherd%27s_piehttp://en.wikipedia.org/wiki/Gravyhttp://en.wikipedia.org/wiki/Maizehttp://en.wikipedia.org/wiki/Test_markethttp://en.wikipedia.org/wiki/Test_markethttp://en.wikipedia.org/wiki/Maizehttp://en.wikipedia.org/wiki/Gravyhttp://en.wikipedia.org/wiki/Shepherd%27s_piehttp://en.wikipedia.org/wiki/Umamihttp://en.wikipedia.org/wiki/Pot_Piehttp://en.wikipedia.org/wiki/Potato_wedgeshttp://en.wikipedia.org/wiki/Finger_foodhttp://en.wikipedia.org/wiki/Finger_foodhttp://en.wikipedia.org/wiki/Double_Down_(sandwich)http://en.wikipedia.org/wiki/Double_Down_(sandwich)http://en.wikipedia.org/wiki/Maizehttp://en.wikipedia.org/wiki/Sesame_seedhttp://en.wikipedia.org/wiki/Sesame_seedhttp://en.wikipedia.org/wiki/Sandwiches7/29/2019 Project on Swot
25/57
market store in Louisville since the third quarter of 2005.The KFC Twister is
a wrap that consists of either chicken strips or roasted chicken, tomato,
lettuce and (pepper) mayonnaise wrapped in a tortilla. In Europe, the
Twister is sold in two varieties: 1) the Grilled Twister (chicken strips), and 2)
the Grilled Mexican twister/Spicy Toasted Twister (UK) (chicken breast
supplemented by tortilla chips and salsa, UK: adds only salsa to pepper
mayonnaise), KFC Fillers are a 9 in (23 cm) sub, available in four varieties
over the summer period in Australia.
Shish kebab in several markets KFC sells kebabs.
Kentucky Barbecued Chicken barbecued chicken dipped in the original
recipe
Wrapstar is a variant of the KFC Twister, consisting of chicken strips with
salsa, cheese, salad, pepper mayonnaise and other ingredients, contained
in a compressed tortilla.
Advertising
Despite his death in 1980, Sanders remains a key symbol of the company
in its advertising and branding. Early television advertisements for KFC
regularly featured Sanders licking his fingers and talking to the viewer
about his secret recipe, and by the 1960s both the Colonel and the chain's
striped bucket had become well-known. The bucket as product
placement can be seen in the hands of both Annette Funicello and Dwayne
Hickman in 1965's and was also featured prominently in the 1968 Peter
http://en.wikipedia.org/wiki/Test_markethttp://en.wikipedia.org/wiki/Wrap_(food)http://en.wikipedia.org/wiki/Tortillahttp://en.wikipedia.org/wiki/Shish_kebabhttp://en.wikipedia.org/wiki/Product_placementhttp://en.wikipedia.org/wiki/Product_placementhttp://en.wikipedia.org/wiki/Peter_Sellershttp://en.wikipedia.org/wiki/Peter_Sellershttp://en.wikipedia.org/wiki/Product_placementhttp://en.wikipedia.org/wiki/Product_placementhttp://en.wikipedia.org/wiki/Shish_kebabhttp://en.wikipedia.org/wiki/Tortillahttp://en.wikipedia.org/wiki/Wrap_(food)http://en.wikipedia.org/wiki/Test_market7/29/2019 Project on Swot
26/57
Sellers vehicle, The Party. KFC itself was featured in 1980's Superman II.
The Colonel made appearances as himself in Jerry Lewis's The Big
Mouth (1967), Herschell Gordon Lewis' Blast-Off Girls (1967) and Al
Adamson's Hell's Bloody Devils (1970), as well as an appearance in 1968
on Rowan & Martin's Laugh-In.
Before he became a platinum-selling pop star in the 1970s, Barry
Manilow sang the commercial jingle "Get a Bucket of Chicken", which was
later included on Barry Manilow Live as part of "A Very Strange Medley."
Throughout the mid 1980s, KFC called on Will Vinton Studios to produce aseries of humorous, claymation ads. These most often featured a cartoon-
like chicken illustrating the poorfood quality of competing food chains,
mentioning prolonged freezing and other negative aspects.
http://en.wikipedia.org/wiki/Peter_Sellershttp://en.wikipedia.org/wiki/The_Party_(film)http://en.wikipedia.org/wiki/Superman_IIhttp://en.wikipedia.org/wiki/Jerry_Lewishttp://en.wikipedia.org/wiki/The_Big_Mouthhttp://en.wikipedia.org/wiki/The_Big_Mouthhttp://en.wikipedia.org/wiki/Herschell_Gordon_Lewishttp://en.wikipedia.org/wiki/Blast-Off_Girlshttp://en.wikipedia.org/wiki/Al_Adamsonhttp://en.wikipedia.org/wiki/Al_Adamsonhttp://en.wikipedia.org/w/index.php?title=Hell%27s_Bloody_Devils&action=edit&redlink=1http://en.wikipedia.org/wiki/Rowan_%26_Martin%27s_Laugh-Inhttp://en.wikipedia.org/wiki/Barry_Manilowhttp://en.wikipedia.org/wiki/Barry_Manilowhttp://en.wikipedia.org/wiki/Barry_Manilow_Livehttp://en.wikipedia.org/wiki/Will_Vinton_Studioshttp://en.wikipedia.org/wiki/Claymationhttp://en.wikipedia.org/wiki/Food_qualityhttp://en.wikipedia.org/wiki/Food_qualityhttp://en.wikipedia.org/wiki/Claymationhttp://en.wikipedia.org/wiki/Will_Vinton_Studioshttp://en.wikipedia.org/wiki/Barry_Manilow_Livehttp://en.wikipedia.org/wiki/Barry_Manilowhttp://en.wikipedia.org/wiki/Barry_Manilowhttp://en.wikipedia.org/wiki/Rowan_%26_Martin%27s_Laugh-Inhttp://en.wikipedia.org/w/index.php?title=Hell%27s_Bloody_Devils&action=edit&redlink=1http://en.wikipedia.org/wiki/Al_Adamsonhttp://en.wikipedia.org/wiki/Al_Adamsonhttp://en.wikipedia.org/wiki/Blast-Off_Girlshttp://en.wikipedia.org/wiki/Herschell_Gordon_Lewishttp://en.wikipedia.org/wiki/The_Big_Mouthhttp://en.wikipedia.org/wiki/The_Big_Mouthhttp://en.wikipedia.org/wiki/Jerry_Lewishttp://en.wikipedia.org/wiki/Superman_IIhttp://en.wikipedia.org/wiki/The_Party_(film)http://en.wikipedia.org/wiki/Peter_Sellers7/29/2019 Project on Swot
27/57
Chapter: 3
7/29/2019 Project on Swot
28/57
Chapter: 3
SWOT analysis is a strategic planning method used to evaluate
the Strengths, Weaknesses, Opportunities, and Threats involved in
a project or in a business venture. It involves specifying the objective of the
business venture or project and identifying the internal and external factors
that are favorable and unfavorable to achieve that objective. The technique
is credited to Albert Humphrey, who led a convention at Stanford University
in the 1960s and 1970s using data from Fortune 500 companies.
A SWOT analysis must first start with defining a desired end state or
objective. A SWOT analysis may be incorporated into the strategic planning
model. Strategic Planning has been the subject of much research.
Strengths: characteristics of the business or team that give it an
advantage over others in the industry.
Weaknesses: are characteristics that place the firm at adisadvantage relative to others.
Opportunities: external chances to make greater sales or profits in
the environment.
Threats: external elements in the environment that could cause
trouble for the business.
Identification of SWOTs is essential because subsequent steps in theprocess of planning for achievement of the selected objective may be
derived from the SWOTs.
http://en.wikipedia.org/wiki/Strategic_planninghttp://en.wikipedia.org/wiki/Projecthttp://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Albert_S_Humphreyhttp://en.wikipedia.org/wiki/Fortune_500http://en.wikipedia.org/wiki/Fortune_500http://en.wikipedia.org/wiki/Albert_S_Humphreyhttp://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Projecthttp://en.wikipedia.org/wiki/Strategic_planning7/29/2019 Project on Swot
29/57
First, the decision makers have to determine whether the objective is
attainable, given the SWOTs. If the objective is NOT attainable a
different objective must be selected and the process repeated.
The SWOT analysis is often used in academia to highlight and identify
strengths, weaknesses, opportunities and threats. It is particularly
helpful in identifying areas for development.
History
SWOT analysis came from the research conducted at Stanford Research
Institute from 1960-1970. The background to SWOT stemmed from the
need to find out why corporate planning failed. The research was funded by
the fortune 500 companies to find out what could be done about this failure.
The Research Team were Marion Dosher, Dr Otis Benepe, Albert
Humphrey, Robert Stewart, Birger Lie.
It all began with the corporate planning trend, which seemed to appear first
at Du Pont in 1949. By 1960 every Fortune 500 company had a 'corporate
planning manager' (or equivalent) and 'associations of long range corporate
planners' had sprung up in both the USA and the UK.
However a unanimous opinion developed in all of these companies that
corporate planning in the shape of long range planning was not working,
did not pay off, and was an expensive investment in futility.
http://en.wikipedia.org/wiki/Academiahttp://en.wikipedia.org/wiki/Academia7/29/2019 Project on Swot
30/57
It was widely held that managing change and setting realistic objectives
which carry the conviction of those responsible was difficult and often
resulted in questionable compromises.
The fact remained, despite the corporate and long range planners, that the
one and only missing link was how to get the management team agreed
and committed to a comprehensive set of action programmes.
To create this link, starting in 1960, Robert F Stewart at SRI in Menlo ParkCalifornia lead a research team to discover what was going wrong with
corporate planning, and then to find some sort of solution, or to create a
system for enabling management teams agreed and committed to
development work, which today we call 'managing change'.
The research carried on from 1960 through 1969. 1100 companies and
organizations were interviewed and a 250-item questionnaire was designed
and completed by over 5,000 executives. Seven key findings lead to the
conclusion that in corporations chief executive should be the chief planner
and that his immediate functional directors should be the planning team. Dr
Otis Benepe defined the 'Chain of Logic' which became the core of system
designed to fix the link for obtaining agreement and commitment.
1. Values
2. Appraise
3. Motivation
http://www.businessballs.com/swotanalysisfreetemplate.htm#swot%20research%20seven%20key%20findingshttp://www.businessballs.com/swotanalysisfreetemplate.htm#swot%20research%20seven%20key%20findings7/29/2019 Project on Swot
31/57
4. Search
5. Select
6. Program
7. Act
8. Monitor and repeat steps 1 2 and 3
They discovered that they could not change the values of the team nor set
the objectives for the team so they started as the first step by asking the
appraisal question, for example, what's good and bad about the operation.
They began the system by asking what is good and bad about the present
and the future. What is good in the present is Satisfactory, good in the
future is an Opportunity; bad in the present is a Fault and bad in the future
is a Threat. This was called the SOFT analysis.
When this was presented to Urick and Orr in 1964 at the Seminar in Long
Range Planning at the Dolder Grand in Zurich Switzerland they changed
the F to a W and called it SWOT Analysis.
SWOT was then promoted in Britain by Urick and Orr as an exercise in and
of itself. As such it has no benefit. What was necessary was the sorting of
the issues into the programme planning categories of:
1. Product (what are we selling?)
2. Process (how are we selling it?)
3. Customer (to whom are we selling it?)4. Distribution (how does it reach them?)
5. Finance (what are the prices, costs and investments?)
6. Administration (and how do we manage all this?)
7/29/2019 Project on Swot
32/57
The second step then becomes 'what shall the team do' about the issues in
each of these categories. The planning process was then designed through
trial and error and resulted finally in a 17 step process beginning with
SOFT/SWOT with each issue recorded separately on a single page called
a planning issue.
The first prototype was tested and published in 1966 based on the work
done at 'Erie Technological Corp' in Erie Pa. In 1970 the prototype was
brought to the UK, under the sponsorship of W H Smith & Sons plc, and
completed by 1973. The operational programme was used to merge the
CWS milling and baking operations with those of J W French Ltd.
The process has been used successfully ever since. By 2004, now, this
system has been fully developed, and proven to cope with today's
problems of setting and agreeing realistic annual objectives without
depending on outside consultants or expensive staff resources.
Internal and external factors
The aim of any SWOT analysis is to identify the key internal and external
factors that are important to achieving the objective. These come from
within the company's unique value chain. SWOT analysis groups key
pieces of information into two main categories:
Internal factors The strengths and weaknesses internal to the
organization.
External factors The opportunities and threats presented by the
external environment to the organization.
7/29/2019 Project on Swot
33/57
The internal factors may be viewed as strengths or weaknesses
depending upon their impact on the organization's objectives. What may
represent strengths with respect to one objective may be weaknesses
for another objective. The factors may include all of the 4P's; as well as
personnel, finance, manufacturing capabilities, and so on. The external
factors may include macroeconomic matters, technological change,
legislation, and socio-cultural changes, as well as changes in the
marketplace or competitive position. The results are often presented in
the form of a matrix.
SWOT analysis is just one method of categorization and has its ownweaknesses. For example, it may tend to persuade companies to
compile lists rather than think about what is actually important in
achieving objectives. It also presents the resulting lists uncritically and
without clear prioritization so that, for example, weak opportunities may
appear to balance strong threats.
It is prudent not to eliminate too quickly any candidate SWOT entry. Theimportance of individual SWOTs will be revealed by the value of the
strategies it generates. A SWOT item that produces valuable strategies
is important. A SWOT item that generates no strategies is not important.
Use of SWOT analysis
The usefulness of SWOT analysis is not limited to profit-seeking
organizations. SWOT analysis may be used in any decision-making
situation when a desired end-state (objective) has been defined.
Examples include: non-profit organizations, governmental units, and
http://en.wikipedia.org/wiki/Marketing_mixhttp://en.wikipedia.org/wiki/Non-profit_organizationshttp://en.wikipedia.org/wiki/Non-profit_organizationshttp://en.wikipedia.org/wiki/Marketing_mix7/29/2019 Project on Swot
34/57
individuals. SWOT analysis may also be used in pre-crisis planning and
preventive crisis management. SWOT analysis may also be used in
creating a recommendation during a viability study/survey.
Corporate planning
As part of the development of strategies and plans to enable the
organization to achieve its objectives, then that organization will use a
systematic/rigorous process known as corporate planning. SWOT
alongside PEST/PESTLE can be used as a basis for the analysis of
business and environmental factors.
Set objectives defining what the organization is going to do
Environmental scanning
Internal appraisals of the organization's SWOT, this needs to
include an assessment of the present situation as well as a
portfolio of products/services and an analysis of the
product/service life cycle
Analysis of existing strategies, this should determine relevance
from the results of an internal/external appraisal. This may
include gap analysis which will look at environmental factors
Strategic Issues defined key factors in the development of a
corporate plan which needs to be addressed by the organization Develop new/revised strategies revised analysis of strategic
issues may mean the objectives need to change
Establish critical success factors the achievement of objectives
and strategy implementation
http://en.wikipedia.org/wiki/Crisis_managementhttp://en.wikipedia.org/wiki/Viability_studyhttp://en.wikipedia.org/wiki/Corporate_planninghttp://en.wikipedia.org/wiki/PESThttp://en.wikipedia.org/wiki/PESTLEhttp://en.wikipedia.org/wiki/Gap_analysishttp://en.wikipedia.org/wiki/Critical_success_factorhttp://en.wikipedia.org/wiki/Critical_success_factorhttp://en.wikipedia.org/wiki/Gap_analysishttp://en.wikipedia.org/wiki/PESTLEhttp://en.wikipedia.org/wiki/PESThttp://en.wikipedia.org/wiki/Corporate_planninghttp://en.wikipedia.org/wiki/Viability_studyhttp://en.wikipedia.org/wiki/Crisis_management7/29/2019 Project on Swot
35/57
Preparation of operational, resource, projects plans for strategy
implementation
Monitoring results mapping against plans, taking corrective
action which may mean amending objectives/strategies.
Marketing
In many competitor analyses, marketers build detailed profiles of
each competitor in the market, focusing especially on their relative
competitive strengths and weaknesses using SWOT analysis.
Marketing managers will examine each competitor's cost structure,
sources of profits, resources and competencies, competitive
positioning and product differentiation, degree of vertical integration,
historical responses to industry developments, and other factors.
Marketing management often finds it necessary to invest in research
to collect the data required to perform accurate marketing analysis.
Accordingly, management often conducts market research
(alternately marketing research) to obtain this information. Marketers
employ a variety of techniques to conduct market research, but some
of the more common include:
Qualitative marketing research, such as focus groups
Quantitative marketing research, such as statistical surveys Experimental techniques such as test markets
Observational techniques such as ethnographic (on-site)
observation
7/29/2019 Project on Swot
36/57
Marketing managers may also design and oversee various
environmental scanning and competitive intelligence processes to
help identify trends and inform the company's marketing analysis.
Using SWOT to analyse the market position of a small
management consultancy with specialism in HRM.
Strengths Weaknesses Opportunities Threats
Reputation in
marketplace
Shortage of
consultants atoperating level
rather than
partner level
Well
establishedposition with a
well defined
market niche
Large
consultanciesoperating at a
minor level
Expertise at
partner level inHRM
consultancy
Unable to deal
with multi-disciplinary
assignments
because of size
or lack of ability
Identified
market forconsultancy in
areas other
than HRM
Other small
consultancieslooking to
invade the
marketplace
Table no: 3.1
7/29/2019 Project on Swot
37/57
Swot analysis - different applications
SWOT analysis is a powerful model for many different situations. The
SWOT tool is not just for business and marketing. Here are some examples
of what a SWOT analysis can be used to assess:
A company (its position in the market, commercial viability, etc)
A method of sales distribution
A product or brand
A business idea
A strategic option, such as entering a new market or launching a new
product
A opportunity to make an acquisition
A potential partnership
Changing a supplier
Outsourcing a service, activity or resource Project planning and project management
An investment opportunity
Personal financial planning
Personal career development - direction, choice, change, etc.
Education and qualifications planning and decision-making
Life-change - downshifting, relocation,
Whatever the application, be sure to describe the subject (or purpose or
question) for the SWOT analysis clearly so you remain focused on the
central issue. This is especially crucial when others are involved in the
7/29/2019 Project on Swot
38/57
process. People contributing to the analysis and seeing the finished SWOT
analysis must be able to understand properly the purpose of the SWOT
assessment and the implications arising.
7/29/2019 Project on Swot
39/57
CHAPTER: 4
7/29/2019 Project on Swot
40/57
Chapter: 4
SWOT of McDonald's
Strengths
1. McDonald's has been a thriving business since 1955 and 20 of the
top 50 corporate staff employees started as a restaurant level
employee. In addition, 67,000 McDonalds restaurant managers and
assistant managers were promoted from restaurant staff. Fortune
Magazine 2005 listed McDonald's as the "Best Place to Work for
Minorities." McDonalds invests more than $1 billion annually in
training its staff, and every year more than 250,000 employees
graduate from McDonald's training facility, Hamburger University.
2. Ranks very high on the Fortune Magazine's food service companies
that are most admired list.
3. Approximately 85% of McDonald's restaurant businesses world-wide
are owned and operated by franchisees. All franchisees are
independent, full-time operators and McDonald's was named
Entrepreneur's number-one franchise in 1997. They have global
locations in all major airports, and cities, along the highways, tourist
locations, theme parks and inside Wal-Mart.
4. They have an efficient, assembly line style of food preparation. In
addition they have a systemization and duplication of all their food
prep processes in every restaurant.
7/29/2019 Project on Swot
41/57
5. McDonald's uses only 100% pure USDA inspected beef, no fillers or
additives. Additionally the produce is farm fresh. McDonald's serves
100% farm raised chicken no fillers or additives and only grade-A
eggs. McDonald's foods are purchased from only certified and
inspected suppliers. McDonalds works closely with ranchers, growers
and suppliers to ensure food quality and freshness.
6. McDonalds only serves name brand processed items such as
Dannon Yogurt, Kraft Cheese, Nestle Chocolate, Dasani Water,
Newman's Own Salad Dressings, Heinz Ketchup, Minute Maid Juice.
7. McDonald's takes food safety very seriously. More than 2000
inspections checks are performed at every stage of the food process.
McDonalds are required to run through 72 safety protocols every day
to ensure the food is maintained in a clean contaminate free
environment.
8. . McDonald's was the first restaurant of its type to provide consumers
with nutrition information. Nutrition information is printed on all
packaging and more recently added to the McDonald's Internet site.
McDonalds offers salads, fruit, roasted chicken, bottled water and
other low fat and calorie conscious alternatives.
9. One of the best brand recognition in the world, the golden arches and
Ronald McDonald.
10. Community oriented business models.
11. Very socially responsible.
12. Global operations all over the world.
7/29/2019 Project on Swot
42/57
13. Cultural diversity in the foods that are provided based on location of
the restaurant.
1. Weakness
2. Their test marketing for pizza failed to yield a substantial product.
Leaving them much less able to compete with fast food pizza chains.
3. High employee turnover in their restaurants leads to more money
being spent on training.
4. They have yet to capitalize on the trend towards organic foods.
5. McDonald's have problems with fluctuations in operating and net
profits which ultimately impact investor relations. Operating profit was
$3,984 million (2005) $4,433 million (2006) and $3,879 million (2007).
Net profits were $2,602 million (2005), $3,544 million (2006) and
$2,395 million (2007).
6. Not much variation in seasonal products that are offered.
7. Quality concerns due to franchised operations.
8. Focus on burgers and grease fried foods and not on healthier options
for their customers.
Opportunities
1. In today's health conscious societies the introduction of a healthy
hamburger is a great opportunity. They would be the first QSR (Quick
Service Restaurant) to have FDA approval on marketing a low fat low
7/29/2019 Project on Swot
43/57
calorie hamburger with low calorie combo alternatives. Currently
McDonald's and its competition health choice items do not include
hamburgers.
2. They have industrial, Formica restaurant settings; they could provide
more upscale restaurant settings, like the one they have in New York
City on Broadway, to appeal to a more upscale target market.
3. Provide optional allergen free food items, such as gluten free and
peanut free.
4. In 2008 the business directed efforts at the breakfast, chicken,
beverage and convenience categories. For example, hot specialist
coffees not only secure sales, but also mean that restaurants get
increasing numbers of customer visits. In 2009 McDonald's saw the
full benefits of a venture into beverages.
5. Opening more joint ventures with several different retailers.
6. Advertising the capabilities of Wi-Fi internet services in the branches.
7. Creating more play places for the children in more of the restaurants.
8. Expanding on the advertising in regards to being more socially
responsible in the environment.
9. Expansions of business into newly developed parts of the world.
10. Creating a more upscale appearance to attract a more upscale
clientele.
7/29/2019 Project on Swot
44/57
Threats
1. They are a benchmark for creating "cradle to grave" marketing. They
entice children as young as one year old into their restaurants with
special meals, toys, playgrounds and popular movie character tie-ins.
Children grow up eating and enjoying McDonalds and then continue
into adulthood. They have been criticized by many parent advocate
groups for their marketing practices towards children which are seen
as marginally ethical.
2. They have been sued multiple times for having "unhealthy" food,
allegedly with addictive additives, contributing to the obesity epidemic
in America. In 2004, Michael Spulock filmed the documentary Super
Size Me, where he went on an all McDonalds diet for 30 days and
wound up getting cirrhosis of the liver. This documentary was a direct
attack on the QSR industry as a whole and blamed them for
America's obesity epidemic. Due in part to the documentary,
McDonalds no longer pushes the super size option at the dive thruwindow.
3. Any contamination of the food supply, especially e-coli.
4. Major competitors, like Burger King, Starbucks, Taco Bell, Wendy's,
KFC and any mid-range sit-down restaurants.
7/29/2019 Project on Swot
45/57
Table no: 4.1
7/29/2019 Project on Swot
46/57
SWOT of KFC
Strengths
1. Kentucky Fried Chicken is a very famous chain of fast food outlets
that started from Louisville, Kentucky. The company is became a sub-
brand of Yum Brands in the year 2002 and benefitted greatly from the
position and brand value of Yum foods. In the past the KFC chain of
restaurants grew at a very fast pace and has become today one of
the largest chicken restaurants chain in the world.
2. KFC has been known to be a leader in the chicken restaurantsegment with an annual sale of more than a billion dollars. The KFC
as a brand is well established in the dining out as well as delivery
service provider in the fast food industry.
3. Despite the entrance and presence of many competitors in the fast
food industry the company was able to retain its large loyal customer
base because of its unique offering. Due to this reason the KFC ranks
highest when it comes to chicken restaurant chains, convenience
restaurants and variety food provide.
4. Over the years KFC has gained enormous recognition as a reputable
brand for fast food and has globally positioned itself well in the
industry.
5. Brand Equity is the major strength of the company.
6. It is second largest fast food sellers in the world, first being
McDonalds.
7. Recognized and experienced all over the world and have strong
markets in UK, Thailand, Japan, Korea, China, Mexico and Middle
East.
7/29/2019 Project on Swot
47/57
8. KFC franchises and licensing fees earn huge revenue for the
company.
9. Secret and trade mark of the recipes had maintained its supremacy in
the fast food world.
10. The company is holding over 50% shares in the fast food industry
because of its global brand recognition.
11. The company has deep concerns to hygiene, availability of the
fresh products to the customer and establishing the environment
friendly approach.
12. Profits of the company increases by almost $ 1 billion each year.
Weaknesses
1. When other companies in the chicken industry were trying to increase
its market share and were not able to compete well in the market or
retain its customers.
2. Also the special paper buckets that is now used by the KFC for
delivering large sized orders was originally introduced by Wendys
restaurant
3. The company has entered so many markets in the past in the United
States that its growth rate was about only one percent an year.
4. The company is said to not to pay attention to its resource and
development.
5. Least concerned about the importance of research and development
industry.
6. Quality comprise on few of its franchises that is harming the brand
name and its image.
7. Inflexibility of prices makes it unaffordable to middle class people.
7/29/2019 Project on Swot
48/57
8. Unequal entrance of the franchises to different markets at one time
especially in United States has tremendously decreased its growth
rate.
9. Unable to work out for their original ideas, the thick paper bags used
by the company were initiated by Wendys restaurant.
Opportunities
1. KFC has been trying to enter new markets and position itself in some
of the hard to enter markets like the South America. With more
investments the company can definitely make its position stronger in
the food industry.
2. More spending on the resources and development as well as
introducing new food items and products the company can increase
its market share and profit.
3. Entrapping and tempting the young customer between 18 to 24 years
of age.
4. Reliability of the chicken meat used as the people are scared of
diseases from eating cows meat internationally.
5. Replacing home meals very speedily.
6. Increased and efficient services specially home delivery and office
orders.
7. Updating the restraints with facilities like play stations for kids, LCDs
and booking the outlets for parties.
8. Induction of new products other than chicken including fish in almost
all the items in which chicken is present, corns, salads etc, in fact the
whole menu is balanced and attracts the customers considerably.
7/29/2019 Project on Swot
49/57
9. Trying to position itself strongly in the markets of South America, with
a view of increasing market value as well as share.
Threats
1. The competitors of KFC have successfully captured a large market
share. According to findings McDonalds has about 35 percent of the
share in Sandwich Segment whereas the Burger King owns about
sixteen percent of the market share in fast food industry. The local
restaurants in different countries where KFC has presence pose a
threat to the company.
2. The baby boomers formed the major part of the loyal customers of
the company that now have ages between 35 to 50 years and are
likely to move towards healthier foods.
3. The other entrants in the industry are continuously improving and
trying to enter new markets and increase their market share andsales.
4. With the lifestyle of people changing due to growing awareness about
healthier food people now look for something healthy, low calories
and delicious at the same time.
5. High rates on the prices as compared to the other brands selling
same items may cause the customers shift.
6. Less economical packages and deals are being offered in
comparison of its biggest competitor McDonalds, which work on the
strategy of seasonal induction of tempting deals.
7/29/2019 Project on Swot
50/57
7. Shift of customer demand to more healthy and fresh food, avoiding
the all fried items.
8. Less variety of products pose a threat to the company, as they have
very few products other than their portfolio Fried chicken.
7/29/2019 Project on Swot
51/57
Strengths
Brand Equity
1. 2nd Only to McDonalds
in Foreign Sale.
2. Strong Cash Flows
3. Generate $1B each
year.
4. Very strong
Internationally
UK, Middle East,
Thailand, China, Japan,
Korea, Mexico
5. Strong Franchise and
License Fee revenues
for cash flow.
6. Interactive relationship
marketing
7. Strong trademarks
recipes
8. Ranks highest among
all chicken restaurant
chains for its
Weaknesses
1. Recent drop in sales
for KFC
2. Failed to rank in top
20 in growth in
3. 2000.
4. Same Store sales
declined
5. Lack of point of scale
scanning system
6. Admitted inability to
provide quality
7. service
8. Lack of knowledge
about their customers
9. Lack of relationship
building with
employees,
customers and
suppliers i.e.
Chick-fil-a
7/29/2019 Project on Swot
52/57
convenience and menu
variety.
9. Largest multibranded
restaurant in the world
100 KFC and Pizza Hut
combos 600 KFC
and Taco Bell combos
10. Question of
over franchising leads
to
11. loss of control
and quality
12. Lack of focus
on R&D
Opportunities
1.Growth of 18-24 age
demographic
2.Increase in U.S. median
income3. International beef scare
from mad-cow and hoof and
mouth disease.
4.Home Meal Replacement
Market will exceed an
estimated $577 billion by
2020
5.Targeting to growing ethnic
markets Asian American
and Hispanic
Threats
1.Rated 83 out of 100 in
terms of competitiveness.
2.Increasing wage rates
directly affect menu prices3. 85% annual employee
turnover for fast food
market
4. Supermarkets and new
competitors threaten HMR
market International
Exchange Rates.
5. Health Trend away from
fried foods.
6.Changing customer
7/29/2019 Project on Swot
53/57
Table no: 4.2
6.New Leadership
Domestic markets
Updating restaurants
Balanced menu
Customer focus
Increase delivery service
demands
7.Quality of Service Focus
7/29/2019 Project on Swot
54/57
Chapter: 5
7/29/2019 Project on Swot
55/57
Chapter: 5
Conclusion
As per the swot analysis it is seen that kfc has more of non-vegetarian
items in its menu whereas mc.d has an equal combination of both.
The menu of mc.d provides a variety of vegetarian as well as non-
vegetarian items. As a result more people are attracted as the menu is
comparatively large.
Mc.d is more successful in India as compared to kfc because Indian
population consists of many vegans. Kfc has faced certain problems in
India as organizations like peta interfered in its business.
Also the prices of kfc are comparatively higher as compared to that of mc.d.
Also there are quality concerns due to franchised operations with kfc.
Also the market share of mc.d is much higher than that of kfc.
Mc.d has high scope for development by properly using its opportunities
like expanding on the advertising in regards to being more socially
responsible in the environment or expansions of business into newly
developed parts of the world.
Whereas the opportunities of kfc of kfc are limited as companies like
burger king are big players in this sector.
7/29/2019 Project on Swot
56/57
So mc.d should see to it that they use the opportunities they have and
actualizing these opportunities would help them have a major gold over the
market.
Also kfc can include more of vegetarian items in its menu and thus can
attract more customers. Also they can they as lower their prices initially so
that they can have a hold over the market and then increase the prices as
per the market conditions.
7/29/2019 Project on Swot
57/57
Webliography
Wikipedia
Quickmba
Marketingteacher