KFC SWOT Analysis

Shibina Alexandra
Russia, Moscow
2013-12-06
KFC SWOT Analysis

Overview
KFC Corporation, also known as Kentucky Fried Chicken, based in Louisville, Kentucky, is the world's most popular chicken restaurant chain.

Every day, nearly 8 million customers are served around the world.

KFC primarily sells Original Recipe chicken – made with the same great taste Colonel Harland Sanders, the founder of the company, created more than a half-century ago – in form of pieces, wraps, salads and sandwiches.
While its primary focus is fried chicken, KFC also offers a line side dishes and desserts.

KFC is part of Yum! Brands, Inc., which is the world's largest restaurant system with over 32,500 KFC, A&W All-American Food, Taco Bell, Long John Silver's and Pizza Hut restaurants in more than 100 countries and territories.

KFC has more than 11,000 restaurants in more than 80 countries and territories around the world.

Slogan : Finger Licking Good

Key elements

Revenue:
$520.3 million
Employees:
455000
Segment: People willing to have a hygienic and delicious non conventional meal at a restaurant
Positioning: chicken meals that enable the whole family to share a fun.

Target Group: upper- middle class. The target is on each and every society. Both male and female customers are focused by KFC. Gender does not play any role here.
Service
To provide good services they have a philosophy of CHAMPS Program. Champs stands for their belief that the most important thing each of them can do is to focus on the customer satisfaction. CHAMPS stand for the six universal areas of customer expectation common to all cultures and all restaurants concepts.
The CHAMPS these are:
Cleanliness
Hospitality
Accuracy
Maintenance of Facilities
Product Quality
Speed of Service
CHAMPS is the philosophy to ensure that the customer has the consistent quality experience in every restaurant, everyday, on every occasions and you will be playing role in delivering CHAMPS to our customers.

Assortment
KFC has a wide product range. From chicken made products to hot chocolate cakes.
Chiken (тут картинка с ведрами, я тебе ее кидала, ну и далее, по категориям другие, но ты это и так поняла)))
 Original Recipe®
 Original Recipe® Boneless
 Extra Crispy™
 Kentucky Grilled Chicken®
 Extra Crispy™ Tenders
 Hot Wings™
 Original Recipe® Bites
 Go Cups
Mouthwatering Sandwiches
Doublicious®
Chicken Littles®
World’s Best Sides
Mashed Potatoes
Cole Slaw
Mac & Cheese
Wedges
Green Beans
Biscuits
Whole Kernel Corn
Corn on the Cob
The Grand Finale
Chocolate Chip Cake
SWOT Analysis
Strength
Second best global brand in fast food industry in terms of value ($ 6 billion)
High brand loyalty
High number of products
Hygenic food and quick service
Good advertising and marketing
Strong trademarks recipes.
Strong position in emerging China
KFC is the market leader in the world among companies featuring chicken as their primary product offering
Weakness
High fat and high calorie food not good for health conscious people
Franchise management globally is a challenge
Untrustworthy suppliers
Negative publicity
Unhealthy food menu
High employee turnover
Opportunity
Introduce home delivery
Venture into newer markets
More spending on the resources and development as well as introducing new food items and products.
Increasing demand for healthier food
Home meal delivery
Introducing new products to its only chicken range
Threats
Threat from other eating joints/restaurants
Saturated fast food markets in the developed economies
Trend towards healthy eating
Local fast food restaurant chains
Currency fluctuations
Competition
1.McDonalds
2.Burger King
3.Dominoes
4.Subway
5. Pizza Hut
6.Smokin Joes
7.TacoBell
8.Papa John's Pizza
We can compare the price of their products with McDonald, Dominoes and Pizza Hut.
If the competitor provides the same product at a lower price then the organization usually lowers the price of its product too.
In the case of KFC, Fried Chicken is its main selling point and controls a monopoly over the fast food market (only with fried chicken).
It prices its burgers, French fries and soft beverages with relation to its competitors

Promotion
At KFC, Promotion is the main tool to bring all chicken lovers attention towards its delicious Fried Chicken.

The logo of the smiling Colonel is probably one of the most recognized faces in the world and instantly brings the image of fried chicken to one’s mind.

KFC and its new company jingle, finger lcikin’ good´ is a frequent announcement on televisions, billboards, flyers and radio. The concept of showing a normal customer deeply involved in devouring his piece of chicken usually turns on the drool factory in everybody’s mouth and makes them rush to the nearest KFC.
In India where chicken lovers are plenty abound these ads featuring normal people connect instantly and create a rush at their outlets. Using the following methods KFC spreads its message of finger licking good chicken.

Advertising

Using Reminder advertisements KFC stimulates repeat purchases of its products. The company anthem “finger linkin good” is just a wakeup call to the consumer to remind them how good they felt the last time they ate KFC chicken.
Sponsorship is another tool to strengthen an organizations image. KFC is currently the sponsor of the Australian Cricket Team and the colonel logo can be seen on their uniforms throughout the matches

Sales Promotion

KFC uses the following tools to further enhance its sales.

Premiums
Exhibits
Coupons
Entertainment

All KFC outlets offer its customers with various forms of incentives to buy its Chicken. Using coupons that one can acquire after spending a particular amount over a period of fixed time, customers can enjoy the benefits of free meals or free add-ons. Additionally they provide meal vouchers and exciting offers in their print ads, which the customer must cut and bring along.