KFC is a fast food restaurant chain headquartered in Louisville, Kentucky. KFC was founded by Harland Sanders in 1930. Sanders began selling fried chicken from his roadside restaurant in Corbin, Kentucky during the Great Depression. Also Sanders was an early pioneer of the restaurant franchising concept, with the first "Kentucky Fried Chicken" franchise opening in Utah in the early 1950s.
KFC mission is be an internationally renowned fast food industry in the world. They have the main ambition to increase and maintain the quality in fast food industry. Their aim(goal) is to capture the fast food market. Basically they want to provide their products to anyone that is why they expending their branches in all over the world .They want to increase their profit through giving maximum satisfaction and other better facilities to people that they want. Now after catching such a marvelous (fabulous) position in the International Market, KFC is introducing a new item “Boneless Fried Chicken” , with even more attractive and charming taste. And also KFC visions is “Our passion, as a restaurant company, is to put a YUM on people's faces around the world, satisfying customers every time they eat our food and doing it better than any other restaurant company”.
If we do SWOT Analysis for KFC First of all we need to talk about the Strengths. KFC have strong brand equity. Also have Strong Cash Flows and very strong Internationally market especially UK, Middle East, Thailand, China, Japan,Korea, Mexico. If we continue to count KFC have Strong Franchise and License Fee revenue for cash flow, Interactive relationship marketing and Strong trademarks recipes.
On the other hand I would like to say the weakness of KFC. KFC weakness are Same Store sales decline, Lack of point of scale scanning system, Admitted inability to provide quality service and Question of over franchising leads to loss of control and quality.
Also KFC Opportunities are Growth of 18-24 age demographic, Increase in U.S. median income, Updating restaurants, Customer focus and Increase delivery service and Balanced menu
And finally is Threats. KFC Threats are Quality of Service Focus, Changing customer demands, Health Trend away from fried foods, International Exchange Rates and Supermarkets and new competitorsthreaten HMR market.
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