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Kentucky Fried Chicken

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Camille Ewing

on 26 November 2013

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Transcript of Kentucky Fried Chicken

Kentucky Fried Chicken
Colonel Harland Sanders
The man himself.

References
4. http://www.businessweek.com/articles/2013-05-16/kfc-loses-its-touch-in-china-its-biggest-overseas-market
5. http://blogs.ubc.ca/xuezhang/2011/02/03/why-kfc-is-far-more-successful-than-mcdonald%E2%80%99s-in-china/
6. http://chinabevnews.wordpress.com/2011/11/19/kfcs-radical-approach-to-china/
7. http://colonelsanders.com/history_colonelSanders.asp
8. http://investing.businessweek.com/research/stocks/private/snapshot.asp?privcapId=8032169
9. http://knowledge.insead.edu/leadership-management/strategy/kfc-chinas-recipe-for-success-1706#ej3FVptolVSRkbMB.99
10. http://www.bizjournals.com/louisville/news/2013/08/01/kfc-is-strongest-brand-in-china.html
11. http://www.bloomberg.com/news/2011-01-26/mcdonald-s-no-match-for-kfc-in-china-where-colonel-sanders-rules-fast-food.html
12. http://www.businessinsider.com/kfc-cuts-more-than-1000-suppliers-after-china-chicken-scare-2013-2
13. http://www.businessweek.com/articles/2013-05-16/kfc-loses-its-touch-in-china-its-biggest-overseas-market
14. http://www.campaignasia.com/Article/248898,KFC+drops+Finger+Lickin+Good+in+health-focused+revamp.aspx
15. http://www.cbsnews.com/8301-3445_162-20039783.html
16. http://www.chinaabout.net/location-strategies-kfc-kentucky-fried-chicken-china/
17. http://www.chinadaily.com.cn/bizchina/2008-06/30/content_6806904.htm
18. http://www.forbes.com/sites/junhli/2012/12/31/humpty-yumpty-kfcs-on-the-great-wall/
19. http://www.franchise.org/KFC_Corporation_franchise.aspx
20. http://www.franchisemarketingagency.com/blog/how-kfc-made-the-chinese-cheer-for-chicken/
21. http://www.huffingtonpost.com/2013/01/09/kfc-china-food-safety_n_2436370.html
22. http://www.infobarrel.com/KFC_in_China_Marketing_success
23. http://www.innovationexcellence.com/blog/2013/01/15/kfcs-winning-recipe-in-china-go-global-act-local/
24. http://www.kfc.com/about/
25. http://www.kfc.com/foundation/
26. http://www.kfcfranchise.com/about-KFC-fried-chicken-business.php
27. http://www.managementparadise.com/forums/marketing-management/209249-marketing-strategy-kfc-corporation.html
28. http://www.nbcnews.com/id/6833233/
29. http://www.studymode.com/essays/Kfc-Strategy-In-China-1435796.html
30. http://www.thechinaexpat.com/kfc-advertising-in-china/
31. http://www.ukessays.com/essays/marketing/marketing-analysis-for-kfc-in-china-marketing-essay.php
32. http://www.yum.com/investors/historic_sales.asp
33. http://yum.com/


1952-First Location
1930- The Idea "Home Meal Replacement"
1935- The Governor of Kentucky granted Colonel Sanders, Colonel status.

Over
12 million
customers
a day.
15,000
restaurants in
109
countries.
World's
most popular
chicken restaurant chain.
5,200
restaurants in the US.
In 2008 KFC was the
lead restaurant
in U.S. Chicken Quick Serve.
42% market share
(
3x
the competitor)
World's
largest
system restaurant company.

Over
37,000
locations in over
120
countries

Over
1 million
associates.
#
239
on Forbes 500 list.
"Alone we're delicious... together we're Yum!"
KFC: China
In 2011, a new restaurant
everyday
!
Generates 50% of YUM's operating profits.
Rapid Expansion
#1
Quick Service Restaurant

Leadership
Understand Western culture
Language
Create partnerships with surrounding companies
Execution
Law
required
foreign companies to have
joint ventures with local producers
Law was changed
90%
of Chinese KFC are directly operated by Yum!
Restaurant Placement
Strategically placed
Discounted rent and long term lease agreements to drive traffic to areas
Adaptations
"Go Global, Act Local"
Menu
Restaurant size
Same original recipe
Marketing
Strategies: Segmentation targeting and positioning.
"Life is colorful" &
"So Good"
Product:
50 menu items
compared to 29 in US
Same original chicken recipe
Local ingredients- rapeseed oil
Appeal to
middle-class
and their American fascination
Ages
16-25
Television and billboards
Big cities
Adequate supply of chicken
Dining Experience
Restaurants are larger- group eating
Larger portions to share
US in contrast are designed for take-out
Workers trained in customer service and people skills as well as hygiene and dress for workplace

Menu
please choose your side:
Seasonal Veggies
Rice Egg Tarts
Wolfberry Pumpkin Porridge
Bejing Roll
Spicy Diced Chicken
Chinese Dough Fritters
Soybean Milk
... and many more
It is estimated that on average, more than 185 million people see a KFC commercial at least once a week...
Competition
VS
VS
In China, KFC has a product advantage
KFC launches more cultural products
2:1 ratio
New local chains mimicking KFC are beginning to take market share
Thank You
Supply Chain
KFC China established a distribution arm in 1997 that China lacks. It ensures that the food is handles safely from farm to kitchen.
Rating system for suppliers
Monitors supply chain back to animal feeding companies.
Most advanced and integrated cold chain system in China
11 logistics centers and 6 satellite centers
Creates contingency plans to last bad winters
Suppliers
95%
of raw materials come from
local Chinese
markets
KFC is the
largest single contributor
to the 7 million metric tons of chicken consumed in 2008. Guo Huiyong analyst Orient Agribusiness Consultant, Bejing
Manages more than
500 suppliers
and approximately
30 chicken suppliers
Safety
Chinese chicken farmers have been accused of putting
too many antibiotics
into their chickens exposing humans to large amounts of toxins
KFC China
has begun increasing the number of samples and has
cut ties with over 1000 farmers
Bird flu scare
has also been a threat to KFC China
Sales have dramatically dropped 29% in Q2 and 13%
KFC China ensures its customers that they are being
extra careful to avoid harmful product
.
Lets recap...
KFC has been more successful in China than any other fast-food chain restaurants because they were able to identify and better adapt to the local culture sensitivity faced in China.
Entered Chinese market in 1987
First to bring franchising to China (1992)
4200 restaurants; 850 cities
Beginning of Fast Food Industry in China.
Promotion:
Place:
Full transcript