Yum! Brands Competitive Positioning
Global Strategic Management: YUM! Brands/KFC
Changes in KFC Global Positioning Over Past 5 Years:
2008: 2012:
Countries to which KFC has expanded from 2008-2012: Turkey, Costa Rica, Guatemala, Kenya, Croatia, Nigeria, and Iraq.
Source:
“KFC.” Wikipedia: NP. <http://en.wikipedia.org/wiki/Kfc> (Accessed 12 April 2012)
For a number of years, KFC has based its brand strategy on the functional benefit of taste with ‘Finger Lickin’ Good’. But in that time the brand has grown from beyond offering a tactile taste experience. While the world-famous fried chicken lies at the heart of the brand’s success, it has since diversified into over 109 countries and into new menu items, including Twisters, snacking products, beverages such as Krushers and breakfast foods. In 2011, the company introduced their new slogan, “So Good,” which appropriately refers to the more internationally relatable feeling of contentment from satisfying a taste craving and alleviating hunger12.
Industry Competition:
Yum! Brands, Inc. operates in a subset of the Restaurants industry, specifically the Quick Service Restaurant (QSR) segment. Each of its subsidiaries competes with international, national and regional restaurant chains as well as locally-owned restaurants. The company defines its principal competitors and those of its subsidiaries as McDonald’s Corporation, Wendy’s Corporation, Burger King Corporation, AFC Enterprises, Inc., Subway Restaurants, Domino’s Pizza, and Little Caesar’s Pizza. These large, established competitors have strong brand identities and make it more difficult to enter and succeed within the country marketplaces; new entrants find that they are faced with price competition from existing restaurant chains.
Competitor’s Name: | LTM revenue ($MM): | LTM date: | Source: | Business Description: | McDonald's Corp. (NYSE:MCD) | $27,006.0 |
Changes in KFC Global Positioning Over Past 5 Years:
2008: 2012:
Countries to which KFC has expanded from 2008-2012: Turkey, Costa Rica, Guatemala, Kenya, Croatia, Nigeria, and Iraq.
Source:
“KFC.” Wikipedia: NP. <http://en.wikipedia.org/wiki/Kfc> (Accessed 12 April 2012)
For a number of years, KFC has based its brand strategy on the functional benefit of taste with ‘Finger Lickin’ Good’. But in that time the brand has grown from beyond offering a tactile taste experience. While the world-famous fried chicken lies at the heart of the brand’s success, it has since diversified into over 109 countries and into new menu items, including Twisters, snacking products, beverages such as Krushers and breakfast foods. In 2011, the company introduced their new slogan, “So Good,” which appropriately refers to the more internationally relatable feeling of contentment from satisfying a taste craving and alleviating hunger12.
Industry Competition:
Yum! Brands, Inc. operates in a subset of the Restaurants industry, specifically the Quick Service Restaurant (QSR) segment. Each of its subsidiaries competes with international, national and regional restaurant chains as well as locally-owned restaurants. The company defines its principal competitors and those of its subsidiaries as McDonald’s Corporation, Wendy’s Corporation, Burger King Corporation, AFC Enterprises, Inc., Subway Restaurants, Domino’s Pizza, and Little Caesar’s Pizza. These large, established competitors have strong brand identities and make it more difficult to enter and succeed within the country marketplaces; new entrants find that they are faced with price competition from existing restaurant chains.
Competitor’s Name: | LTM revenue ($MM): | LTM date: | Source: | Business Description: | McDonald's Corp. (NYSE:MCD) | $27,006.0 |