Chicken and the Global Fast-Food Industry Jeffrey A. Krug University of Illinois at Urbana-Champaign Copyright © 2001 by Jeffrey A. Krug. Used with permission. Kentucky Fried Chicken Corporation (KFC) was the world’s largest chicken restaurant chain and third largest fast-food chain in 2000. KFC had a 55 percent share of the U.S. chicken restaurant market in terms of sales and operated more than 10‚800 restaurants in 85 countries. KFC was one of the first fast-food chains to go international
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retailer‚ which include food quality‚ cleanliness‚ pricing‚ service‚ and unique features. Miller and Ginter (1979) also mentioned fast-food criteria that influence choice‚ such speed of service‚ variety of menu‚ popularity with children‚ cleanliness‚ convenience‚ taste of food‚ and price. However‚ these two studies do not assist marketers in understanding the factors on how consumers choose a restaurant. Restaurants-choice research was started to support the study of Lewis (1981) regarding restaurant advertising
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Lastly‚ the PESTEL is a tool analysis that helps a business forecast the trend and analyze overall image of the company in the future. It based on external factors as political‚ economic‚ social‚ technology‚ environmental and legal. If a hostel never knows how this tool works‚ the hostel could face up with economic effects‚ political instabilities or any external risks which change through time. It means the business will not recognize the change of external factors; it is a kind of risk as well
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Marketing Research • Marketing is about anticipating and identifying the wants and needs of a target market of consumers‚ then satisfying those needs in order to make a profit. • Firstly‚ travel and tourism organisations must understand their customers’ demands. This is the ’anticipating’ and ’identifying’ part of the definition. Marketing Research: • Anticipating and identifying demands depends on effective marketing research. • Research into the existing and potential market. • We will look
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PESTEL analysis is factors that may affect the business environment during operation. The factors determine to understand the organization that impacts the strategy and technology information and could use for decision-making (Yeates and Wakefield 2004 p. 265). Emirates find a broad range of environmental factors from outside of the business is being undertaken‚ ranging from political‚ economic‚ social‚ technological‚ environmental and legal (Yeates and Wakefield 2004 p. 265). The main environmental
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external environment (part 1) What’s going on out there now and in the future? Environmental influences in the broadest sense Macro/general environment: PESTEL Environmental influences related to the dynamics of the industry under question Competitive environment: Porter’s Five Forces (Porter‚ 1980) Example PESTEL The automobile industry Political – Climate change agenda – Fuel prices – Expansion of EU Economic – – – – Changes in disposable income Exchange rates Taxation
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2. External analysis According to Marcus & Van Dam influence external factors an organization‚ whether an organization can only limited influence external factors. Therefore is important to analysis the external factors of a company‚ as they have to be informed about the macro environment in which they cooperate. The macro environment includes the external factors environmental‚ technological‚ economical‚ social‚ political‚ cultural‚ demographical‚ regulatory‚ general competitive and legal
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Australia; Consumer packaged goods Abstract: This case is about Kraft Foods Inc’s decision to launch a breakfast spread with the name ’iSnack 2.0’ in Australia‚ and the controversy that followed which forced the company to withdraw the brand name. The company had decided to give the name ’iSnack 2.0’ to a new version of the Australian food icon - Vegemite - in September 2009. While the company felt that the name it had arrived at after conducting an on-line brand naming contest would appeal
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----------------------------------------------------------------------------- 5 - 6 * Introduction of Company SWOT ANALYSIS of IKEA ------------------------------------------------------------------- 7 - 8 EXTERNAL ANALYSIS (GENERAL ENVIRONMENT - PESTEL) ----------------- 9 - 10 * Explanation of General Environment * Political Forces * Economic Conditions * Socio-cultural Conditions * Technological Changes * Environment Factors * Legal Factors EXTERNAL ANALYSIS (COMPETITIVE ENVIRONMENT) ------------------------- 11 - 13 * Intensity
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l Pestal Analysis Framework The PESTEL framework categorises environmental influences into six main types: political‚ economic‚ social‚ technological‚ environmental legal Thus PESTEL provides a comprehensive list of influences on the possible success or failure of particular strategies. * Political Factors: For example‚ Government policies‚ taxation changes‚ foreign trade regulations‚ political risk in foreign markets‚ changes in trade blocks (EU).
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