The paper "SWOT Analysis of Kentucky Fried Chicken " is a perfect example of a marketing case study. The purpose of this report is to present a SWOT analysis of Competitive Foods Australia or KFC. From this analysis, recommendations for future actions are made. The report is a culmination of lots of information ranging from data sources such as company reports, academic journals, the internet and books. Findings from this report show that the KFC’ s performance has been declining as a result of various internal and external factors affecting its strategies in the wake up of varying food and beverage changes and demand for health menu.
Nonetheless, KFC has some opportunities to leverage itself to a higher position once again by building new outlets, diversifying products and being environmentally responsible. Introduction KFC Company, also known as Kentucky Fried Chicken was formed by Colonel Harland Sanders in 1953. It is a fast-food restaurant located in Kentucky, in the United States. The company is part of Yum Brands, Inc, the largest company with regard to restaurants system, consisting of 36,000 locations worldwide. Daily, KFC discharged its duties to more than 12 million customers in 109 countries around the globe.
It has got more than 5,200 restaurants in the United States alone and 15000 restaurants worldwide. The KFC and Pizza Hut partnered in the 1950s accounting for up to 96% of its international restaurants in 116 countries. These fast-food chains were the first to be expanded internationally, making it more recognizable. In the 1990s, it also expanded their restaurants to more countries It has got a long, successful history in chicken brands having a 50% market share; this strength has tremendously prevented the entry of new companies into the market.
The success of the company is attributed to Colonel Sander’ s management approach, which is characterized by; Job stability and security Improvement of employee loyalty Friendly and relaxed atmosphere Franchise friendly Less interference with the management KFC is under the umbrella of Competitive Foods Australia Pty Ltd, its head office is in Osborne Park, Western Australia, which manages all the fast-food restaurant chains and the food products processing. In 2007, KFC faced a great hurdle when a US-based franchiser of KFC did not renew the KFC franchise held by Competitive Foods Australia when the license expired hence some KFC’ s stores were closed.
Sanders, Harland (2012). The Autobiography of the Original Celebrity Chef. Louisville: KFC. p. 15.
Kleber, John E. (May 18, 1992). The Kentucky Encyclopedia. University Press of Kentucky. p. 796. ISBN 978-0-8131-2883-2. Retrieved March 13, 2013.
Ozersky, Josh (April 2012). Colonel Sanders and the American Dream. University of Texas Press. pp. 19–24. ISBN 978-0-292-74285-7. Retrieved September 27, 2013.
Sanders, Harland (1974). The Incredible Colonel. Illinois: Creation House. pp. 98–131. ISBN 978-0-88419-053-0.
Grimes, William (August 26, 2012). "In Kentucky, Fried Chicken History". New York Times. Retrieved September 27, 2013.
Appendices Students are required to use the LTU Harvard Referencing style 7