Kfc Vietnam
MARKETING AND MANAGEMENT
EXECUTIVE SUMARY
Table of Contents
1. Company Profile and History 4
2. Current Market Situation 4
2.1 PEST Analysis 4
2.2 Porter’s Five Forces 6
2.3 Competitor Analysis 7
2.4 Market Segmentation 8
3. SWOT and issue analysis 11
3.1 SWOT analysis 11
3.2 Key Successful Factors 13
3.3 Issue Analysis 13
4. Objectives 14
5. Marketing Strategy 14
Appendix 15
Figure 2 15
Reference 16
1. Company Profile and History
Kentucky Fried Chicken (KFC), founded by Colonel Harland Sanders in 1930, has developed to become one of the largest fast-food chicken operator and franchiser around the world with more than a billion "finger lickin' good". In 1966, it went public and was acquired by PepsiCo, Inc. In 1997, PepsiCo spun-off of its quick service restaurants including KFC into an independent restaurant company, Tricon Global Restaurants, Inc (KFC Vietnam 2008). The company now was known as Yum! Brands Inc which included all the restaurants: A&W Restaurants, Long John Silver's, Pizza Hut and Taco Bell. KFC has more than 11,000 restaurants operating in more than 80 countries and territories in the world. Today it is one of the most famous and strongest brand names in the fast food market (Entrepreneur Media 2009).
In 1997, KFC restaurants opened its first outlet in Ho Chi Minh City - Vietnam. Today, due to the trend of the busy life style and the increase in earnings of people in big cities like Ho Chi Minh City, KFC Vietnam franchise expanded its network so far to 75 restaurants with 47 outlets in Ho Chi Minh City, 15 outlets in Hanoi and others in many Vietnamese provinces (KFC Viet Nam 2008). Company officials considered Vietnam as a potential growth market in fast food industry. KFC’s goal is to secure its position as a market leader and increase the market share in Vietnam.
2. Current Market Situation
2.1 PEST Analysis
This section presents relevant background data on the current Vietnamese macro-environment.
EXECUTIVE SUMARY
Table of Contents
1. Company Profile and History 4
2. Current Market Situation 4
2.1 PEST Analysis 4
2.2 Porter’s Five Forces 6
2.3 Competitor Analysis 7
2.4 Market Segmentation 8
3. SWOT and issue analysis 11
3.1 SWOT analysis 11
3.2 Key Successful Factors 13
3.3 Issue Analysis 13
4. Objectives 14
5. Marketing Strategy 14
Appendix 15
Figure 2 15
Reference 16
1. Company Profile and History
Kentucky Fried Chicken (KFC), founded by Colonel Harland Sanders in 1930, has developed to become one of the largest fast-food chicken operator and franchiser around the world with more than a billion "finger lickin' good". In 1966, it went public and was acquired by PepsiCo, Inc. In 1997, PepsiCo spun-off of its quick service restaurants including KFC into an independent restaurant company, Tricon Global Restaurants, Inc (KFC Vietnam 2008). The company now was known as Yum! Brands Inc which included all the restaurants: A&W Restaurants, Long John Silver's, Pizza Hut and Taco Bell. KFC has more than 11,000 restaurants operating in more than 80 countries and territories in the world. Today it is one of the most famous and strongest brand names in the fast food market (Entrepreneur Media 2009).
In 1997, KFC restaurants opened its first outlet in Ho Chi Minh City - Vietnam. Today, due to the trend of the busy life style and the increase in earnings of people in big cities like Ho Chi Minh City, KFC Vietnam franchise expanded its network so far to 75 restaurants with 47 outlets in Ho Chi Minh City, 15 outlets in Hanoi and others in many Vietnamese provinces (KFC Viet Nam 2008). Company officials considered Vietnam as a potential growth market in fast food industry. KFC’s goal is to secure its position as a market leader and increase the market share in Vietnam.
2. Current Market Situation
2.1 PEST Analysis
This section presents relevant background data on the current Vietnamese macro-environment.