CASE STUDY ON

KENTUCKY FRIED CHICKEN(KFC)

SUBMITTED BY: SUBMITTED TO:

MANISH SINGH SHEKHAWAT MR. VIKAS KUMAWAT

12EBKEE056

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.

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.

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.

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.

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.

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.

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

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.

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

WEAKNESSES

NON ETHICAL BUSINESS PRACTICE

PETA PROTEST

KRRS PROTEST

MSG FLAVOUR IN CHICKEN

SWOT ANALYSIS

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.

SWOT ANALYSIS

OPPORTUNITY

►RETAIL BOOM IN INDIA

► INDIANS YOUTH ARE ADOPTING WESTERN CULTURE

► INDIAN ECONOMY

►COSMOPOLITAN RAPID DEVELOPMENT

THANK YOU