Kfc Busienss Practices Essay Example

number of people specially who have shared their thoughtful guidance and suggestions to complete this report. First, I express my sincere gratitude to my honorable course teacher Azad Ruhul Amin for his valuable contribution to the preparation of this report. He has been gracious enough to spare time out from his busy schedule for giving us all the necessary assistance throughout the entire period of the semester and the report writing time. Without his help this report might not have been a comprehensive one.

I would like to give special thanks to Md. Zahidul Alam, unit manager for giving us the time from his very busy work schedule to discuss several things & for guiding us by giving useful suggestions and providing us the data and relevant information for completing this report. We would also like to thank all the employee of KFC for giving us some important information about the official procedure and inspiration techniques of KFC to complete this report. They shared their practical experiences and talked about their loyalty and commitment towards the organization. Executive summary

Kentucky Fried Chicken (KFC) continues to be recognized as an earliest franchising company around the world. Approximately 50% of KFC’s worldwide restaurant businesses are owned & operated by independent businessmen & women, KFC franchisees. KFC’s outstanding brand recognition, experienced management, high quality food, site development expertise, advanced operational systems & unique global infrastructure position them to capitalize on global opportunities. KFC is currently seeking highly qualified individuals to join its family as new franchisees in both North America. International markets. The feature of their tasty fast food items with unique value & services, creating

a high demand for KFC in the international business arena. KFC already proves their demand in the global market by providing quality fried chicken & other fast foods. More than a billion of the KFC’s "finger licking good" chicken dinners are served annually. And not just in North America. The KFC’s cooking is available in more than 80 countries and territories around the world. Furthermore, there is a golden opportunity for KFC to expand their global foodservice in Bangladesh also.

KFC can enter the Bangladeshi market for its demand & brand image. One of the biggest franchising companies is Kentucky Fried Chicken. Unique brand quality fast food providers KFC hold some exclusive strength. KFC is the provider of world quality foods. Different varieties of food items are there in KFC. KFC will get the maximum competitive advantage in Bangladesh for their exclusive brand image & superior food & service. Demand for KFC foods is strength for them. KFC is always famous for their customer- oriented attitude.

KFC hold some fabulous opportunities in Bangladesh as a world-class fast food provider. For a high demand of fast food in our country, they can set the high standard of fast food restaurant over here. One was the present condition of the fast food shops in Bangladesh & the other one was introducing KFC in Bangladesh. Almost 80% people are already aware of KFC & around 80% of the targeted audience wants KFC to be in Bangladesh. It’ll be beneficial for our country’s people, where they can get some world famous quality foods from KFC.

Franchising KFC in Bangladesh KFC is spreading out all over the

world, because of its superior vision. The feature of their tasty fast food items with unique value & services, creating a high demand for KFC is spreading out all over the world, because of its superior vision in the international business arena. Their attributes clearly define the support on creating a global market. As we already know, the globalization of markets refers to the merging of historically distinct & separate national markets into one huge global marketplace.

That concept comes on the discussion only because of the KFC interference in the international business. KFC already proves their demand in the global market by providing quality Fried chicken & other fast foods. It’s almost everywhere around the world. By 1964, Colonel Sanders had more than 600 franchised outlets for his chicken in the United States and Canada. More than a billion of the Colonel's "finger lickin' good" chicken dinners are served annually. And not just in North America.

The Colonel's cooking is available in more than 80 countries and territories around the world. From the U. S. market to Europe, all around the globe, this international franchising company KFC has already built up thousands of restaurants. KFC has more than 11,000 restaurants in more than 80 countries and territories around the world. And in quite a few U. S. cities, KFC is teaming up with sister restaurants, A&W, All-American Food™, Long John Silver's, Taco Bell and Pizza Hut, selling products from the popular chains in one convenient location.

As they already creating demand in the European markets & with that, if the possibilities are in the favor of Bangladesh, then our country can

create a great momentum with KFC. Furthermore, there is a golden opportunity for KFC to expand their global foodservice in Asian markets.

History of the Organization Establishment

Colonel Harland Sanders, founder of the original Kentucky Fried Chicken, was born on September 9, 1890. When he was six, his father died and his mother was forced to go to work while young Sanders took care of his three year old brother and baby sister. This meant he had to do much of the family cooking. By the time he was seven, Harland Sanders was a master of a range of regional dishes. After a series of jobs, in the mid 1930s at the age of forty, Colonel Sanders bought a service station, motel and cafe at Corbin, a town in Kentucky about 25 miles from the Tennessee border. He began serving meals to travelers on the dining table in the living quarters of his service station because he did not have a restaurant.

It is here that Sanders began experimenting with different seasonings to flavors his chicken which travelers loved and for which he soon became famous. He then moved across the street to a motel and restaurant, which seated 142 people. During the next nine years he developed his secret recipe of 11 herbs and spices and the basic cooking technique which is still used today. Sander's fame grew. Governor Ruby Laffoon made him a Kentucky Colonel in 1935 in recognition of his contributions to the state's cuisine. And in 1939, his establishment was first listed in Duncan Hines' "Adventures in Good Eating". A new interstate highway carried traffic past the town,

which soon had a devastating affect on his business.

He sold up and traveled the United States by car, cooking chicken for restaurant owners and their employees. If the reaction was favorable Sanders entered into a handshake agreement on a deal which stipulated a payment to him of a nickel for each chicken the restaurant sold. By 1964, from that humble beginning, Colonel Harland Sanders had 600 franchise outlets for his chicken across the United States and Canada. Later that year Colonel Sanders sold his interest in the United States operations for $2 million. The 65-year-old gentleman had started a worldwide empire using his $105 social security cheque. Sadly, Colonel Harland Sanders passed away on December 16th, 1980 aged 90.

Every day, nearly eight million customers are served around the world. KFC's menu includes Original Recipe® chicken -- made with the same great taste Colonel Harland Sanders created more than a half-century ago. Customers around the globe also enjoy more than 300 other products -- from a Chunky Chicken Pot Pie in the United States to a salmon sandwich in Japan. There are over 14,000 KFC outlets in 105 countries and territories around the world. 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 in Bangladesh

KFC stands for high quality fast food in a popular array of complete meals to enrich the consumer’s everyday life. KFC strives to serve great tasting, “finger lickin’ good” chicken meals that enable the whole

family to share a fun. Uninhibited and thoroughly satisfying eating experience with same convenience and affordability of ordinary Quick Service Restaurants. Transcom Foods Limited, a concern of Transcom Group is the franchisee of KFC in Bangladesh. TFL successfully launched the flagship KFC on South Avenue, Gulshan in September 2006. It has already won over the heart of the Dhaka crowd with its great tasting food, high standard of hygiene, cleanliness, terrific interior and of course excellent and affordable pricing. Following ts enormous success in Gulshan, the second outlet was opened in Dhanmondi in November 2008, and yet another in Banani in December 2008. Most recently TFL has opened two outlets at Eskaton on February 2010 and another one is in Paltan. In the coming days, KFC plans roll out more restaurants in Bangladesh.

Chapter 2

Literature Review 1: The first KFC restaurant was opened in 1973 on Jalan Tunku Abdul Rahman. Today there are more than 500 KFC Restaurants nationwide and still counting. Great tasting chicken has become synonymous with KFC; and has been enjoyed by Malaysians ever since. In fact, KFC Malaysia has developed a distinctive Malaysian personality of its own.

The successful execution of several tried and tested initiatives including network expansion, effective branding and marketing campaigns as well as image enhancement activities, helped bring the numbers up and negated the adverse impact of the Avian Flu. These restaurants focused on tapping new target markets, enhancing customer accessibility and increasing the KFC brand presence. With 375 restaurants in their network, KFC continues to retain dominance over the quick service restaurant segment. They also remodeled 34 existing restaurants to improve customers’

dine-in experience and drive visit frequency. These Image Enhancement (IE) efforts involved making improvements to the external facades and interiors of those restaurants. Aggressive branding and marketing activities including the mastic campaigns like the “What’s your KFC Moments? and“5 Senses” were rolled out to reinforce their “finger lickin’ good” food message and to build a long term bond with their customers. -Malaysia KFC http://www. kfc. com. my/about-kfc-malaysia. php (Accessed 02 Apr, 2013)

Literature Review 2: KFC is the leader in the chicken segment in the Singapore Quick Service Restaurant (QSR) industry. This was possible because rooted to its cores was simple but real values that allow KFC offered only the best to its customers. i) Captivating aroma that triggers your senses, ii)A satisfying feast of hearty, mouth watering food specially prepared with the Colonel's secret recipe, iii)Generous portions of fresh, succulent side dishes.

At KFC, they offered high quality and great tasting food in a popular array of complete meals such as Daily Savers Meals, Snackers and Family Feast that enable the whole family to share a fun and satisfying experience with all the affordability and convenience of a Quick Service Restaurant. -Singapore KFC http://www. kfc. com. sg/about-us-goldstandard. php (ACCESSED 02 Apr, 2013)

Part 2 Chapter 3 Introduction to the Report

Rationale of the Study: We are proposing this study because it is relevant to our study as a student and in our future career. The reason is that by this project we can learn the various activities (how they can manage the activities of corporation and which strategies are being used. ) of the corporation.

To make this report

we had to collect some data and talk with corporate people that increase our knowledge. As we are doing my M. B. A, in future when we will be in corporate sector or in business and at that time this report analysis knowledge will be very helpful to us.

Statement of the Problems

1. What types of products KFC is offering?
2. What are their pricing strategies?
3. Is their marketing communication effective or not?
4. How distribution channel are maintained?
5. How KFC can improve their marketing mix?

• Scope and Delimitation of the Study Scope of the Problem: Premier franchising company KFC is spreading out all over the world.

There are lots of fried chicken restaurants around Bangladesh. But, the best franchising company KFC is most popular fried chicken restaurant in this country. So, there’s a great scope for us to collect more information about KFC in Bangladesh. Limitations: There were certain limitations of the problem I face both in report preparing & also regarding franchising of KFC in Bangladesh. Time limitation: A very short time was required to make such a vast report. We needed to collect a lot of information about the company. But the time constraint was there. Unavoidable conditions: Some of the unavoidable conditions also had a deterring effect on preparing the report. for example – General strike) Restrictions: High initial investment, unavailability of the ingredients of the foods, lack of technology, etc. are the restrictions within the problem. Absence of some information regarding data compilation: While making the survey for data collection, we have faced several problems. Some of the

information that was really essential was hard to collect.

Objectives of the Study

Broad Objective: - An evaluation of Marketing

Mix practices of KFC Corporation in Bangladesh.

Specific Objectives - To know the Marketing Mix of the corporation. - Formulation and implementation of activities of the corporation.

Their customers are more loyal than others so that they get more competitive advantages. Customers want to enjoy KFC fried chicken, but noticed recent newspaper report about the quality of food of KFC. So KFC has to more aware of their product quality. Most of the customers are influenced by the TV advertisement but in Bangladesh KFC’s TV advertise is rare to all. The Bangladeshi customers of KFC are influence by the bill-board of KFC. They mostly attract the customers by these promotional activities. If they increase their TV promotional activities, more customers will be attracted to KFC. And about the price, customers are fully concerned about KFC pricing.

KFC outlets are in every major cities in Bangladesh now-a-days but there have same essentials places to cover, so that KFC will be available allover in Bangladesh. Though KFC has many limitations till now, it is still the most popular fried chicken franchise in Bangladesh providing maximum satisfaction to their customers.

Conclusion

After our research of KFC, we came to conclusion that KFC has good quality products as far as chicken items are concerned. But they have to increase other variety products to attract more customers. And they must targets the children, as McDonald’s, by making a play land, promoting toys, deals, specials ect, because children influences their parents to go

to their favorite restaurants.

And one more aspect for KFC is that, it should also reduce their prices to compete with their competitors like McDonald, BFC and Pizza Hut, the largest threat KFC is faced with is the restaurant industry as a whole. The consumer continues to have many choices when it comes to fast food restaurants. KFC struggles are much to do with the inability to capture the market quickly and its innovation of more products. KFC believes that the customers’ satisfaction to their product and services is a great asset to them. To ensure that all their locally manufactured products are halal, they implemented stringent internal controls over raw materials, manufacturing and packaging.

They are extremely careful to prevent cross contamination with filth or dangerous contaminants during the storage, preparation, handling, packaging and transport of their products. They also adhered to best practices to maintain the highest standards of quality and hygiene. KFC believes that the customers satisfaction to their product and services that will be great asset to them.

Bibliography

1. www. kfc. com (ACCESSED Dec 10, 2011)
2. http://www. kfcbd. com/aboutus. htm (ACCESSED Dec 10, 2011)
3. http://www. kfcbd. com/aboutus_kfcbang. htm (ACCESSED Dec 10, 2011)
4. http://www. kfc. com. sg/about-us-goldstandard. php (ACCESSED Dec 20, 2011)
5. http://www. kfc. com. y/about-kfc-malaysia. php (Accessed Dec 20, 2011)